SOCIAL MEDIAMyths and Realities of Web 2.0

Monica Wright

About VONT+HMG• Full-service Web Marketing, including:

Web Marketing Strategy

Web Design

Search Engine Optimization (SEO)

Paid Search Advertising (PPC)

Social Media

Link Building

Banner & Email Marketing

• Maine-based with national and international clients

• HMG Search Marketing and VONT Web Marketing merged in 2009

A Quick Step Back: Web Marketing & Strategy

Social Marketing is another channel that fits in your overall Web Marketing Strategy

• Website: content, design, navigation, actions desired

• Blogs• Email Marketing• Reputation Management• Banner & Text Advertising• Search Marketing• Link Building• Community Building• Affiliate Marketing• Analysis

The Traditional Marketing Funnel

Source: Forester Research

The Social Marketing Funnel

Source: Forester Research

How Do You Start?

Reputation Management: WHO IS TALKING ABOUT YOU?

It doesn’t need to cost thousands of dollars in tools.

But you do need to pay attention, that alone can go a long way to building your brand and business.

Reputation Management: WHO IS TALKING ABOUT YOU?

FREE TOOLS

• BlogPulse

• Google Alerts

• Google Blog Search

• Yahoo News RSS Feed

• BackType Blog

Comments Monitoring

• Who’s Talkin

PAID TOOLS

•Trakur

• BrandsEye

• Buzzlogic

• Radian6

• Buzzstream

• Vocus / PR Web

• Hubspot

• Scoutlabs

• Raven Tools

• Monitter

• Moreover

• MonitorThis

• TweetBeep

• BackTweets

• TweetVolume

• TwitterMeter

What’s the ROI?

The ROI is less defined as Return on Investment and more about the

RETURN ON INFLUENCE

Analyze the hard facts first, and decide what you want to measure.

• Site Traffic (ultimately conversions)

• Reviews & Ratings (what people are saying about you)

• Growing Audience (social networks)

• Overcoming Competition (visibility)

Source: SEMPO Institute, sempoinstitiute.com

What’s the ROI?

Many companies have a value for a customer

WHAT’S THE ROI

Where Are Your Online Customers Coming From?

What’s the ROI?

Where Are Your Online Customers Coming From?

What’s the ROI?

Where Are Your Online Customers Coming From?

Social Media Tactics Will Evolve, But It’s Still Marketing

• Social Media is about influence … NOT control.

• Influence the influencers by giving something

that can be shared. It’s ok for your content to be

shared.

• Follow a Plan

Strategy > Integration > Commitment

• Measure results

• Don’t give up!

Thank you

Monica Wright

VONT Performance Web Marketing

mwright@vontweb.com

Twitter: @monicawright