Moderator: Rand Fishkin
Speaker: Michael Gray – Atlas Web Service
Social Media is one of the hardest things to monetize. People aren’t coming in with an open wallet. Only try to monetize it once you really get social media.
Don’t Break Da Rules
understand the written and unwritten rules of the community
spend the time really getting involved
Create a Knowledge Resource
create valuable content that is helpful and solves a problem
gives example of software reviews and how to help people with them
offer free solutions
Use Social Media to Promote Reviews
compare similar products from different vendors
works best with now or leading edge products
keep reviews honest
be as in-depth but avoid TLDR (to long didn’t read)
Use social media to build membership
use blogs, twitter, email to create a group of loyal followers
feed them information with the occasional sales pitdch
Twitter – Deals with a sense of urgency
gives woot.com as an example
amazonmp3 – offers discounts
What worsks
informational resources
reviews
Check out http://www.Viralconversations.com
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Speaker: Alexander Barbara – ReidBrown Enterprises, Inc.
EasyTweets – http://twitter.com/easytweets
Scenario
new site
not typical dig
targeted campaign
– Shows some results –
Can you handle the traffic?
will they shut down your site?
Do you have a dynamic site? Do you have a plan?
Options
Redirect
Static pages
Google cache
Coral Cache – example.com.nyud.net/page/
WP “Super Cache” Plugin
Leveraging Other Resources
flickr
youtube
Amazon S3
Digg users hate Adsense
takes ads off for the first 2 days
Strategize
Direct
Targeted offers, adsense
Indirect
Subscribers, links, branding
Traffic Quality Varies
Digg – they wont do what you want them to do
SU
Niche (Hugg)
Twitter – is different. They are subscribing to your “mailing list”
What we learned
understand your audiences
choose wisely
be prepared(for the traffic)
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Speaker: Vanessa Fox – Ignition Partners
How to lose a lot of money with social media
How search impacts social media
first thing people do for an offline campaign is to serch for more information
2/3 of online search users are driven to perform searches based on…
Shows “got milk?” search results
Shows “easy button” search results
Shows “just do it” and the search results aren’t as good for Nike
Case Study – Coke’s Sue Zero campaign
due to to many users the video couldn’t be played
very successful according to Coke
If you do a search for “taste confusion” they don’t show up but they do show up for “sue zero”
Some comments on the site – its all images (bad bad bad – via Dave)
The videos don’t have unique URLs
Case Study – Will it Blend?
shows up for the tagline and the brand name
Increased Search Volume and rankings lift for tagline and brand
Showed rankings for 1 and 2 word terms
They have good URLs and link structure
Metrics and Engagement
What are your goals?
How can you measure success?
What are your adjustment plans?
Call to Action and compelling Value Prop
viral video by Wendys that gave a link at the end
the campaign’s page only had a page where it asked for your email. What were they using as the measure of success?
Measure so that you can find the possible failure points and adjust
Contributed by Dave Rohrer.