Mark E Goodman

January 12, 2010

What is Social Media

Filed under: Social Media — Tags: , — markegoodman @ 9:06 am

This is from the Linked Media Group website.  Thought is was a particularly good summary of Social Media.

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Social Media

Social media is about moving from one-way broadcasts to two-way conversations with a targeted audience – turning passive constituents into engaged participation sessions online. Social Media Marketing blends technology and process to promote your web site, brand, product or service through established social media channels – generating incremental click back traffic, high quality links, conversations about your brand/products/services, advocates for your products and services and much more.

There is no absolute form or process that works universally and there is a tremendous amount of overlap with all Social Media Marketing – the more the better in many cases. Brand reputation is enhance when you increase viewership, discussions, comments, analysis, critiques, etc. – our job is to expose your products/services to a broad community, get them to talk about you and recommend your brand to their community of friends.

How does Social Media Marketing Help You?

If you can share your content with others, and they are listening (reading, watching and experiencing), then there is great opportunity for your brand, public relations, sales and marketing. The secret lies in making everything available. The value lies in other people doing the work for you by sharing, telling, even creating more of your content for others.

Social Media marketing helps to generate primary and secondary traffic back to your site. Primary traffic is simply visitors who clickthrough directly from a Social Media site – secondary traffic is referral traffic from web sites which link to your site and refer visitors to you, after visitors find your content (Article, Blog Excerpt, Link, Video, etc.) on a Social Media site.

Think links too, popularity ratings with Digg, Reddit or other top tier SM sites will generate a large number of links for you, which help with ongoing SEO rankings and incremental traffic.

Our Three Absolute Laws for Successful Social Media Marketing

Most if no all forms of Social Media Marketing processes will address one of these three core types of actions, with overlap being the order of the day.

  • Declare Your Identify
  • Foster Association and Interaction
  • Initiate User Interaction and Conversations

Declare Your Identity means your are declaring your online persona or identify, who you are, how you can be found online and where. “Identity Declaration” encompasses anything from your Blog Profile to your About Us page, your bio on YouTube, Squidoo, Hub Pages, your LinkedIn profile or Facebook page. This is a passive process, in that you are just “identifying who you are” not “pushing this out to third parties in most cases.”

Foster Association and Interaction is your way of giving third parties (customers, vendors, commentators, friends, family, etc.) to associate with you formally or informally online. Encompassing people posting about you via a Blog Roll on a blog, making a recommendation on LinkedIn on your behalf, “friending” you via Friendster or more consumer focused Social Media sites, following you on Twitter, Furl, Delicious – we are oversimplifying a bit, as we are mixing some more business oriented sites with consumer sites.

Initiate User Interactions and Conversations – in the online world you want users to talk about your company, its products or services – this is usually a good thing. If they aren’t, our job is to initiate and monitor these conversations on your behalf; or, more importantly, make sure your site has an integrated forum that lets people post about your products and services that we can monitor and respond to.

We were posting over ten years ago on Discussion Boards, Groups and CompuServe – fast forward to today and we are using some of the same processes, but incorporating a much broader base of sites (Google, Yahoo Groups, MSN/AOL Groups, Affinity Sites, Kaboodle Groups, Ning, Blog comments, etc.

We want to provoke, initiate and stimulate conversations with the broad community – what people like, dislike or even hate about your company – but, always respect their input, time and the implicit value in the dialogue you are building with them.

No that we have hopefully given you a sense about Social Media Marketing Services here is a list of our Core Services:

Initiating and Growing Organic Conversations

  • Blogs
  • Podcasts
  • Article Sites
  • Online Videos
  • Wikis
  • Social Networks
  • Online Surveys
  • Widget Development
  • Webcasts (Broadcast & Archived)
  • Integrating SEO Optimized Site Content
  • Comment Posting
  • Content Chunks & Posting
  • Viral Content
  • Cultivating Network of Supporters
  • White Papers

How to Measure Social Media Marketing

As stated earlier, RO analysis for Social Media Marketing is not as easy as SEO, CPC campaigns, etc. We know of services that charge anywhere from a few thousand dollars a month to tens of thousands But, here are some metrics that we utilize for most of our clients to measure effectiveness which help us to track ROI.

  • Traffic Spikes using Analytics
  • YouTube Video Views
  • Overall Web Site Traffic Trends
  • Leads/Downloads/Calls
  • Facebook or LinkedIn Friends/Contacts
  • Improved Search Rankings
  • Discussion Posts
  • Alexa (good for broad trends)
  • Compete
  • Google Trends (only high volume keywords though)
Advertisements

November 8, 2009

3 Tips on how you use Social Media to become the “Trusted Source”

Filed under: News and Commentary, Social Media — Tags: , , , — markegoodman @ 8:38 am

I was talking yesterday with a person who had been a reporter for a major newspaper. We discussed the fact that print in general and newspapers in particular were losing readers to the internet.  He expressed a concern that no one wanted to pay for what he called a “trusted source”.   While on the other hand, information on the internet was being accessed, but often was untrustworthy.

As we talked more, it became clear that there is an opportunity to become a trusted source in your business area.  While viewers are not going to pay for your content, they will reward your company by purchasing your products or services.  Prospects are searching for answers.  If you provide the trusted answers, people are more likely to purchase.  Video allows for greater trust because they can see and hear you.

Here are 3 Tips that will help you become a trusted source.

  1. Understand what benefits your products/services provides.  Be very clear how your company fits into your overall business ecosystem.  If you have not done a vision/mission, it can be a good exercise to help.  Also, helpful is a competitive analysis. Knowing who you are not is as important as what you do.   You can only be a trusted source in the areas where you are competent.
  2. Reach out to experts in your business area.  Here you can tap your internal resources.  Additionally, consider your suppliers, partners and even your customers.  Being a trusted source does not mean that you need to have all the knowledge, just that you can help point the viewer in the right direction.  A video interview with is an expert, that is facilitated by your company is very powerful.
  3. Find a “host” to provide continuity.  A “Walter Cronkite” does not have to know everything, but your repeat viewer is counting on someone to insure that the subject matter expert stays on track.  That host can also provide continuity.  Reminding your viewers that this interview is consistent with ones done in the past.   Your host also needs a bit of personality.  While viewers won’t tune in just to see a host, the host does provide familiarity.. putting your viewer at ease.

Think about how you can promote your experts in email marketing, trade shows and other events.   For example, when you do a new video posting, let your customers know.  Provide that content to other members of your ecosystem.  If you are doing an interview with one of your suppliers, ask them to also reach out to their customer base.  You can also give them the video that they can embed in their website.

Customer interviews are very powerful.   While these clips enhance your website or blog, you would be surprised how many times customers will want to add it to their website.  Experts often use a good video interview to enhance their personal reputation.  All of those postings will reinforce your company’s position as a trusted source.

Establishing your company as a trusted source takes time, money, and effort.  However, the payoff can be significant.  Mindshare can be translated into market share.  The value of knowledge cannot be discounted.

September 12, 2009

Marshall McLuhan:Understanding Media in the context of the internet

Filed under: Internet, Social Media — Tags: , , , — markegoodman @ 12:18 pm

Marshall McLuhan was one of the foremost writers about media in the 20th Century.  He created “the media is the message”.  Recently, I have been rereading Understanding Media.  The book is packed full of ideas.  Over the course of the next few weeks, I will be sharing some of these ideas.

My goal is to put these ideas into the context of the internet, Web 1.0 and Web 2.0.   Also, draw some parallels between McLuhan’s innovative look at media in the middle of the 20th Century, and today’s new media.

The first part of this comes from the editor’s introduction by W. Terrance Gordon.  Gordon notes that We think of media principally as a media of communication; press radio and television.  McLuhan thought of a medium as an extension of the human body or mind; clothing extends the skin….A medium, or a technology can be an extension of the human being.

Media comes in pair, one “containing” the other.  So the telegraph contained the printed word. …. The contained medium is the message of the containing one, but the effects of the latter are obscured for the user who focuses on the former. Because those effects are so powerful, any message in the ordinary sense of “content” or “information”  has far less impact than the medium itself.  Thus  “the medium is the message”

What does this mean for a business person?  Increasingly, the internet is allowing for a large scale conversation done electronically with each individual.  What we could call an e-conversation.  When you create content, think about how is that content an extension of you and your business.

Also, when you create content, you must create the content a subset of the medium.   A 60 minute presentation works in person, but putting the video up on YouTube can be problematic.  Looking at Web 1.0 (the internet in the 1990’s) as a medium:  for many businesses, the response was putting their brochures up on the internet. But over time, the internet developed its own set of protocols.  Your brochure was no longer enough.

These two points are a good start.  More to follow

August 23, 2009

How Help, How and What can Help Get Your Videos Watched

Filed under: Internet, Social Media — Tags: , , , — markegoodman @ 6:05 pm

Getting found on line is always a challenge. It is more so for video, because in most cases your content is not being catalogued.  So you need to improve your odds.

For those of us who are doing information videos including the words How, Help or What can improve your chances to be found.  If you are looking to be found by a search engine or decision engine, one of the key variables is word match.  The more words in your title that match the query being made, the better chance you have of being selected.

Since more users are asking questions when they search, adding How,  Help or What can will make it more likely the video will be found..  When I recently posted a video on behaviors that make a good sales person, which is the most frequently asked question on the blog, I integrated What into the Title: “What Behaviors make a good sales person?  I could have just called it “Behaviors that make a good sales person”.  But adding “what” will help improve the odds.

To see this video,  check out this blog posting .  http://learnedatscore.wordpress.com/2009/08/21/what-behaviors-make-a-good-sales-person/

August 1, 2009

What’s the Best Name for my Web Site?

Filed under: Internet, Small Business, Social Media — Tags: , , , , — markegoodman @ 5:36 pm

Small business people often ask about picking out a name for a website.  In many cases, the name that is a 100% match for the business (mycompany) is already taken.  So the company asks should they take out mycompanyinc or mycompanyco etc.    Alternatively, a company has a long name  mysmallbusinessisbrilliant.   They ask about if customer expects a shortened URL.

In today’s world,  customers will go into Google, Yahoo, Bing etc and put in your company’s name in the manner that they think of your company.   Remember, the average search phrase is 4 words, so you have some latitude in matching.

Here are a couple of suggestions.

Most importantly understand how your customers think about your business.  If you are Hilltop Garage in Big Mountain, Iowa make a list.

  • Hilltop Garage in Big Mountain
  • Hilltop Garage Expert Foreign Car repair
  • Bob at Hilltop Garage
  • Bob over in Big Mountain at Hilltop Garage
  • Bob’s Hilltop Garage

Second, when building your website, don’t just think about the URL, but think about the Title, Description, Keywords and Headings on each page.   By putting the appropriate words in these areas, Hilltop Garage will have a better chance of being found.  In the title of the home page, Bob should consider having “Expert Foreign Car Repair – Bob Smith Hilltop Garage Big Mountain, Iowa. ”

Remember, you don’t have to limit yourself to one URL.  Bob could beHilltopGarageBigMountain, but he could also purchaseBigMountainHilltopGarage or even BobsHilltopGarage.  It is fairly simple to route alternative sites to one main site.

When you do pick a site, use that  URL in your email, Twitter, Facebook etc.  Instead of being hilltopgarage@globalemail.com Bob should bebsmith@hilltopgaragebigmountain.com.

If you do have a site, go back and look at your titles, descriptions, keywords and headings.  If you are not sure where they are, ask your web developer.  When it comes to social media, pick one and get started.

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