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CMO's The Social Landscape

THE CMO'S THE SOCIALLANDSCAPE CMOCOM 2nd Annual GUIDE TO: CMOS will invest more in social media this year than ever before, yet this is a scene that constantly shifts and changes. Here to help you better Leverage these major social media sites is CMO.com's 2nd annual guide to the social landscape-updated and revised for 2011. GOOD! OKAY! BADI CUSTOMER BRAND EXPOSURE TRAFFIC TO YOUR SITE WEB SITE SEO COMMUNICATION ................ ... ... ...... ........... .............. SMge ruosed e se saded usn For many Web sites, Facebook has emerged as one of the tep A central and open communication portal, Facebook is the hub through which businesses want to drive sodal interaction. Positive or negative, companies can use Facebook te get their messages out and to receive customer feedback Google and Bing have both indic ated that they are using social ignals as part of their ranking algorithms, pointing to Facebook and Twitter, in particular. While the links themselves are "no follow the search benahts ecist, specially in instances where "Query Deserves Freshness facebook companies to position their brands on other relavant pages For ample, Starbucks page itself can now post on large coffee-lovert pages traffic sources Whle the Viral potantiar is lower on Facebok than others, nothing is more consistent at driving a steady Row of trafe to every masage or post A social-networking ste where users con add friends, send messoges, and build their own profles Twitter is the ultimute outbound messaging tool Inbound customar communications are quick and to the point, allowing for simpla monitoring and managemant of convarsations It iut what you're saying on Twitter that poses your brand. It's what you can get others to say about you that has the real impact. Getting retweets and interactions can do mere for brand exposure than any other secial site The prevalance of noise and spam have reduced Twittars ability to send direct traffic However, its an exceptional tool for assisting with traffc generation from other stes Lke Digg StumbleUpon, and Facebook As with Facebook, Twitter has been singled out as a component of Google's and Bing's social component. The links are mofollow, but the secial component is real and expected to become more prominent over time Geeftber A microblogging site that mables users to send tweets" or messages of 140 characters or less ... .. ........... ...... As a PR tool, Flickr ges company-sponsored vents apktoral home that can be mare professional and better organized than on other social image-sharing sites CncludinE Facebook) Fickrs improvad search rankings and integration with other social sites makes the Even if you get tans of thousands of visits to a photo with your URL hypertinked below, the cick through rates are among the lowest around All inks are nofollow." Fückr is very much indesed in search engines and passas links and page rank It is also a major part of Google's and Bing's social saarch component-photos iked by individuals can be saen more prevalantly in their friends searches flickr Jusod n Aen y An image-and video hosting Web site where community mem bers con share and service of choice Bulk images should go on Facabook. Quality images should go on Flickr comment an media Linkedin continues to improve its standing in trafc generation by encouraging sharing through every new feature it has relled out during the past year. It it as consistent as Facebook or as viral as Digs but it's getting better. ery high page rank, atmost guaranteed to be aranking on the Not the primary fecus, but you can potentially angage customers by encouraging amployees to answer industry-related questions people post and become known as an pert in the held Linkedinis pret for personal branding and showing the professional prowess in your organization Encourage mployees to maintain complate profias to show of your solid team Linked in frst page of search results specially for your individual mplayee names High SEO value forvanty search for your nama, but that is about it. A social network ing sil for business professionals Whether you seek to entertain inform, or both, video is a powerful channel for quickly responding to customer complaints and showing your social-madia sawy. it is alse the best venue for reputation "vepairthings go wreng Your YouTube branding is second only to Racebook when people are resaarching your company Be certain that the messages are frequent and that thay align with what you want as your percelved company YouTube is prowing in the traffic-generation segment, partkularly through invideo mesaging through anotations and URL branding Clicks on content Links are still minimal, but ven thesa numbers hav seen a recent rise Very good for building inks back to your site because the videos rank very well YouTube channels are a triedand true way to sand some realy good uposure and SEO back to your brand You Tube A video sharing Web ste where users can share and upload new videos persona .... ....... Customer interaction is noneintant on Digg but the intrinsic value of posure that is possible thougha Dier front page story can highlight other stas where custamer communication is strong (such a your blag). Brands have an opportunity to En mass posue on Din particularly threugh the most interesting stories posted about your company. It is a venue for contant discovery-brands that do well on DiE can do well anywhere Digg went through a rough spot in 2010, but seems poised for a rebound in 2011. Even with the decrease in trac, Very good in that even if your digg story dot populaR will still get your page indexed very quickly. Alsa f your ston does becom popular, this is kely the best site in tarms of getting the attention of bloggers who will link to you A secial news site where users it is still the most consistant viral-trafme generation site that can send tens of thousands of visitors to indvidual posts can discover and share content *........ ......... ........... ....... ...... ..... .. Stumblaupon is not a tool that is useful for customer communications. There is a random chance of getting a message t your current customers and the user base is growing but it's stllvery slim in comparison to other social sites The paid campaign can be good for brand awareness, especially after you have attempted getting free orgnic traftic to your home page You can target very accurately, but keep in mind you are pay ing S.05 per visit SS0 CPMO StumbleUpon is the social media equivalant of a traffc Grand Sam-it doesit happen often, but whan it does, t's huge Keep discoveries diverse You never know when youl get hundreds of thousands wen millions of visitors from StumbleUpon Very good if your story makes to the top page for its tag. Due to StumblaUpon's large user base, many people can fnd your stories and ink to them For vanity searches, your profle page ranks well, toe A socialnrws community where members discover and share Web poges Only the extrwmaty adept can use additasa customer communication toot Any time you open your company up to the growing masses at Reddit, there isa chance it can backfire Occasionally werything goes better than expected Attempting to buldyour brand on Raddk is like trying to sall whale meat te Greenpeace t wont happen, and R's likely to turm very ugly if you try Reddt has emerged in the past year as the best social news traffcgeneration site on the latarnet Qualty and originality are paramount-if your message nt viral, Reddit will not approve if you make the front page, a lot of sites will pick up your stor generating valuable back links Many of these stories ae picked up by reputable sites, pving more trust to your sita Breddit A social-news community where users post inks to the site's home page The growing segmant of Tumblr users and the ability to ask and answer questions makes the site a potantial darling for customer communications. As the sites ponential growth continues pect it to rival Twitter as a top-2 communication tool Tumblrs simple platform and etreme ablity to have content shared on it make ita viabla branding tool GenYis migrating to Tumble to share opinions- that demographic is important to your business your Tumblr presance must be strong Images can get traffic Ot The blogging nature of Tumbl tumblr. herwise, thare is no real allows for etremely high traffic potential yet In the coming months, it may epand, t quraetis aimest bor currently aimost all activity happens directly on Tumbir itself potantial froma link building perspective The sites themselves also rank vary well in the search engines A social-networking site where wsers can ask and answer questions

CMO's The Social Landscape

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This infographic is a guide to the CMO's social landscape. It shows what aspects different social networks are good for.

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