What is social media marketing and where does it fits into SEO.

2 ANSWERS

1. Guest8090
   

   RePosted from my October 2008 http://ims-seo.blogspot.com
   In a way, the answer is my “trade secrets” ! But there is nothing secret about it really it is just common sense usage of what’s available.
   
   I am doing ok, and don’t solicit clients much, they usually find me. So I am happy to share with you, a sample scenario. Modify it, challenge it, share it as you like. It is not written in stone. It is just a guideline to help you get started.
   If you find it useful, I am pleased to have had the opportunity to help you on your journey to success with Internet Marketing Strategies 2.0
   Sincerely,
   Victorseo (I need to change that to VictorIMS! But it is on so many profiles!)
   
   Here is the CASE SCENARIO
   The proposed client is a discounter of name brand clothes with a rapidly changing inventory. Client has an existing website with a robust shopping cart. The website landing page(s) are adequately “jazzy”
   
   Define the target market.
   Define the channels that serve the target market.
   Define the means and media, most suitable to your client, to engage your target, through the defined channels.
   
   Choosing the means and media from the myriad of choices.
   Some are engagement destinations (distribution), others are engagement tools.
   
   There are 1000 choices today. Everyday there will be one more.
   But let’s say you already have a short list of 100.
   You need to make it shorter. ( I have found that I can engage in a maximum of 30 by myself)
   Of the 100,
   Which ones does the target market engage with the most?
   Which ones are most suitable to your client?
   Which ones will provide the most saturation in the shortest period of time?
   
   Let’s say that the short list is ten distribution points and five tools and looks like this.
   
   Distribution
   
   Myspace
   Bebo
   Delicious
   Furl
   Friendfeed
   Mogulus
   Youtube
   Metacafe
   A blog created for this campaign
   Blogs that can help propagate this campaign
   Affiliate Marketing (hey, that’s 11)
   
   Tools
   
   Hubpages
   Utipu
   Kickapps
   Weshow
   Webstorewidget
   
   Obviously, we have decided on a video centric approach.
   
   Actions
   We create brand new accounts on each distribution point. We search the social spheres for style conscious users (41,400 returns on myspace for “my wardrobe”.) We send them invites promising them the inside scoop on “something big happening in clothing fashion”. ( create several different comeon intros and see which one gets the best results.) We send and post gossipy tidbits about what stars are wearing, how they are wearing it, etc. whatever, for a week or two promising new insider pix soon) It is critical at this point to get some widely connected/followed seeders. If initial response is not significant an increase in the “attraction offer” will be required. Seeders are crucial to the “time to saturation maturation”.
   We blog from day one with a minimum of two posts a day. (generally dozens of posts should be prepared in advance)
   We bookmark every “fashion” site and blog we can find, from day one
   We create videos. Lots and Lots of videos ranging from 30 seconds to 4 minutes. Wide variety, funny, stupid, testimonial, in the news, . Start with a catalogue of twenty and send them to the friends list on the social networking sites with a note saying that they get to see it, and post it on their profiles and blogs if they want, before it goes up on our own blog and the major video distribution sites. Put it on the majors and our blog one week later. Track immediate short term popularity (one to four weeks) and then make 20 more videos following the most popular them.
   Start sending out the hubpages widget with the note that announcements on the coming videos and cool news will be fed to the widget on a regular basis. (and make sure you feed it! Never break a promise to a user)
   
   Release the utipu video showing how easy it is to navigate the site.
   Do a couple on different aspects of the site.
   
   Run a contest challenging the users to create their own fashion videos, offering a $1000 wardrobe gift certificate for the best. If buzz is high make the contest short term, if it is not stretch it out. If it is highly successful, repeat. (duh!)
   
   Do a kickapps widget that feeds video of the products coming into the warehouse that are not yet offered for sale. Weekly deliveries mean weekly updates! (Just put a cheap web cam in the receiving room, or capture video with an existing security dvr) and get one of the unpackers to wow up some of what’s coming in.)
   
   Deploy the webstore widget, once again offering it to your best seeders a week ahead of public release.
   
   It is a six month campaign. It costs $24,000.00 to hire me to design and implement it.
   
   How do we measure the effectiveness?
   We take the client’s previous 12 months of revenues and divide by twelve. When our campaign reaches the 6 month mark his sales will be double or more that number.
   
   If sales were 20k a month, he will have a sustainable model for 40k a month or more.
   We increased his revenue from $240,000 annually to $480,000 annually. The return is 10 times the 24k invested, about 2 times profit (less additional promo expenses such as the contest prizes). Even better the cost of sustaining is less the longer you do it so ROI increases. If the campaign reaches saturation maturation, the cost of sustaining is negligible. i.e. in the second six months revenue and profits continue to increase and the cost of campaign decreases. Thus the 12 month after campaign initiation figures are even more attractive.
   
   What if the campaign does not reach the projected sales figure? That’s impossible.
   Really, it’s impossible, if we have taken all of the steps. Web 2.0 may be all new and innovative, but sales has always been, will always be, a numbers game. If you increase the traffic enough, with qualified visitors, the revenue will prove out.
   
   Footnote: as you can see I didn’t touch on affiliate marketing, so my list really is ten – but getting a client into affiliate could be a good thing ………….

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2. Guest7670
   

   Very informative. Thank You

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