Generating Buzz for Your Business: The Power of Viral MarketingPresented By Keri SingerJuly 18, 2008
Tactics on Your Own • Start searching for blogs in your business and consider both your editorial team and marketing team to contribute to blogs, or create one specifically for your brand • Add a tag cloud to your website and develop a section to highlight press releases or other newsworthy events pertaining to your brand. This would help with your organic search results as well when something new is posted about the business for others to take notice • Recognize when someone promotes your brand on other blogs by quoting the source on your website with a link to the blog report, as well as publicize in your magazine • Devise a link building strategy • Gather blog conversations as a basis of conversation for a special session at your next trade event • Look for opportunities to cross promote the benefits of products/services and further engage the audience (subscriptions, white papers, newsletters, direct mail, trade shows, etc. http://www.tagcloud-generator.com/
WOMM is Where It’s At! • Find the talkers: Look for those people who love your product or service and aren't afraid to share their thoughts with others • Give talkers a topic: Make sure they have news to share such as new product information, special offers and promotions anything that makes this group feel privileged • Provide conversation tools: Make it easy for your brand ambassadors by providing them with easily forwarded e-mails, message boards and other web tools that establish community • Take part in the dialogue: Let audience know you're listening and you care. When appropriate, jump into blogs and message boards to provide answers to questions, announce industry developments • Track the response: Use tools such as blog searches, e.g. Technorati and Blogpulse, as well as more advanced analytics to determine if your efforts to address consumer perceptions are effective and to better target your activities Word of Mouth Marketing Association: http://womma.org/
Tactics on Your Own: Set Personal Goals Each Week • Identify 5 new sites per week as potential new promotional vehicles and seek ways to contribute or build a link strategy campaign • Meet with the editorial team and show directors to find out what maybe buzz-worthy for the week • Join a new social networking group, or monitor the activity to see if appropriate for your business or appeals to your interest • Ask your audience through an online survey their thoughts. Look to promote the results to other blogs or media outlets with a downloadable report. Reward others for recognizing their contribution and leverage your relations with partners. • New Campaign Launch? Make a point to review the metrics and track the results within HBX, Lyris, Google Alerts or another online service
Be Open to Online Social Media for Future Success of Your Business & Career “The formula for success includes a combination of some great—and free—Web content (a video, blog entry, interactive tool, or e-book) that provides valuable information (or is groundbreaking or amazing or hilarious), plus a network of people to light the fire and links that make your content very easy to share.” – David Meerman Scott, Author of The New Rules of Marketing and PR • How many people are exposed to your ideas? • How often bloggers are talking about you and your ideas? What are the bloggers saying? • Where are you appearing in search results for important phrases? • How many people are engaging with you and are making the choice to speak with you about your offerings? David advises, “B2B marketers should embrace strategies prominently used by mainstream bloggers to attract readers, build conversations, and engage community members in sharing their experiences with their online peers.”
Read More About Social Communities “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in social networking sites like Facebook. These are all elements of a social phenomenon — the groundswell — that has created a permanent, long-lasting shift in the way the world works. Most companies see it as a threat.” Charlene’s Blog Charlene Li’s Groundswell Book and Blog Don’t Be Afraid to Embrace Knowledge
Seth's Blog CopyBlogger Chris Brogan Search Engine Guide Logic + Emotion Duct Tape Marketing Influential Marketing Daily Fix Brand Autopsy Church of the Customer Conversation Agent Six Pixels of Separation Drew's Marketing Minute Jaffe Juice What's Next Diva Marketing The Viral Garden Greg Verdino's Marketing Blog CK's Blog Damn! I Wish I'd Thought of That! Conversations Social Media Explorer Techno Marketer Every Dot Connects The Social Media Marketing Blog Social Media Top Blogs to Keep On Top of the Marketing Trends
Finding Promotional Value:Websites, Widgets, White Papers, Webinars & MORE What Are Web Widgets? “A widget is anything that can be embedded within a page of HTML, i.e. a web page. A widget adds some content to that page that is not static. Generally widgets are third party originated, though they can be home made. Widgets are also known as modules, snippets, and plug-ins.”-Wikipedia definition • Bloggers insert raw HTML into blog entries and profiles. Bloggers don't necessarily know how to compose any HTML, but they insert widgets on their pages • Widgets facilitate viral marketing. If you provide a useful service or interesting content on your web site, you can make it available as a widget. The content becomes directly accessible from those pages, and it serves as an advertisement/promotion for your site.
Finding Promotional Value:Websites, Widgets, White Papers, Webinars & MORE Mochila (http://mochila.com) works well for websites that want to provide viewers with a headline, publication title, one-sentence abstract and a link to read or view more. You can customize the colors, sizes and fonts in your account preferences, and choose up to 10 content items to display.
White Papers / Special Edition Issues / E-Books • White papers attract word-of-mouth • Readers and prospects can pass them along to others inside and outside of the organizations where they work • Consider sharing these documents with other bloggers or websites. Use them as bait for barter agreements to further promote your own brand. Work with your advertiser to up-sell the viral promotional value
Viral Videos CAN Work for B2B • Humor can’t hurt, but be careful what you consider in good taste • Podcasts • Special Guest Interviews • Trade Show Re-Cap • Companies are looking for new types of webinar sponsorship opportunities because of the power to generate leads and the increase in pass-along to others with this medium “Clipblast reports 27% of users find video by a friend’s recommendation and 22% use search”- eContentmag.com, July 2008 MAKE IT MEMORABLE, ENTERTAINING AND USEFUL Source: http://www.gregthearchitect.comYouTube.com http://youtube.com/watch?v=HHYZkpHn_pY
Slide Share: Highlight Presentations and Search For Popular Topics of Interest
Google Friend Connect: Word Of Mouth Create A Community of Professional Friends Google Friend Connect (http://www.google.com/friendconnect/home/moreinfo lets you grow traffic by easily adding social features to your website. No code development required. • Ratings • Questions & Answers • Share Videos • Share Articles Sign in, link to your social network, post a review of the work, invite some friends to review it as well.
LinkedIn to Networks or Social Groups Your audience is searching in these directories to find the answers and to network with others!! Add your business to these listings, post press releases, comments about the industry, and also use these business social platforms to drive interest to your brand, website and offer opportunity to opt-in for newsletters or other programs
MEETUP.com Join one to learn more or start your own! Search for a current Meetup groups to see if one aligns properly with your brand. Could be good opportunity to network and promote your business
Contact Keri Singer Email: Kerisays@yahoo.com