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Chief Marketing Officers and Social Media

THE CMO'S GUIDE TO: THE SOCIAL LANDSCAPE 2010 IS THE YEAR CMOS WILL HEAVILY INVEST IN SOCIAL MEDIA. HERE'S A GUIDE TO HELP YOU UNDERSTAND HOW BEST TO LEVERAGE MAJOR SOCIAL MEDIA SITES. GOOD! ок. BAD! BRAND EXPOSURE CUSTOMER WEBSITE COMMUNICATION TRAFFIC TO YOUR SITE SEO ....... Potential can be large, but promotion is an art form - Value to your site's SEO is limited, but tweets will rank Offers unique opportunities for Web site integration and to engage with customers in a viral way, helping your company stand out from the twitter A microblegging site that enables uners to send 'tweets, or messages of 140 characters or les Use keyword search monitor- ing through a program such as Hootsuite, Twitjump or Radan 6 to track what people are saying about you and your competitors. promote your brand too heav ky and turn off followers, yet don't promote enough and receive ltle attention high in search results - pood for ranking your profile name and breaking news, though shortened URLS are of lintle beneht. masses. Facebook brand pages are great for brand exposure. Jump-start your brand exposure through the ad platform, or hire a Face book consultant to help you grow your brand presence. Traffic is decent and on the Great for engaging people who like your brand, want to share their opinions, and participate in giveaways and facebook A social networking site where users can add friend, send rise thanks to share buttons and counters, but don't expect massive numbers o unique visitors to go to your Little to no value, aside from blogs picking up and featuring your posted links. Not worth the time expenditure contests. messsages and build their own profile site. flickr: Unnecessary to spend too An image and video hosting website where community members can share and comment on media much time on this, though properly tagged photosets of company events can help customers put a face on the team behind your brand. Participation in industry related Even if you get tens of groups might get your photos, and thus your brand, viewed by people with similar interests, but numbers will be small thousands of visits to a photo hyperlinked with your URL, clickthrough rates are among Heavily indexed in search engines, passing links and page ranks. Also helos images rank higher in Google Images and in building inbound links. the lowest around Effective for personal branding Linked in Not the primary focus, but cus- tomer engagement opportuni- ties are possible by answering industry related questions, establishing yourself as an expert in the feld. Unlikely to drive any significant Very high page rank -- almost trafhe to your site, though you never know who those few visits might be from -- perhaps and demonstrating vyour organi zation's professional prowess A social networking site for business professionals Encouraging employees to maintain complete profiles to strengthen your team's reputa a potential client or customer. tion is advisable. guaranteed on the first page of search results especially for your company name or individual employees' names, but that's about it Whether you seek to entertain, YouTube inform, or both, video is a One of the most powerful brand Traffic goes to the videos. If the goal is to get traffic back to your site, then add a hyperlink in the video description, but don't expect traffic to correlate closely with video views. Very good for building links back to your site because videos rank high. Also a tried and true way for your brand to gain posure ing tools on the Web when you powerful channel for quickly engaging your customers, responding to complaints, and demonstrating your social media savvy. build your channel, promote via A video sharing website where users can share and upload new videos high traffic sites, and brand your videos digg Not the site's primary strength, though occasionally an objec- tive third party writeup as a PR effort, perhaps to counteract bad press or customer senti- ment, can be promoted. Opportunities are huge, espe cially for promoting objective press/blog coverage of your brand. Make sure content doesn't read lke an ad, or your site might be banned for being domain to establish yourself asa overly commercial The grandfather of traffic spikes, so become active in the community or find someone who in If your site is corporate, then consider launching an industry blog on a noncommercial Web Very good because even if your story doesn't become popular, then your page will still be indexed quickly if your story does become popular, this is Likely the best site in terms of getting linked to by bloggers A social news site where users can discover and share content thought leader. ........... Enables a diverse range of A paid campaign can be good for brand awareness, especially people to discover your following efforts to get free, organic traffic to your home page. Targeting is very accurate, Tagging helps, but you don't but keep in mind you're paying S cents per visit (Sso CiM). Very good if your story makes it to the top page for its tag StumbledUpon's L base enables many people to find and link to your stories For vanity name searches, profile pages rank well, too. SU Paid Stumblelpon traffic can be a very targeted method of communicating, but whether content and share links via the supr link shortener on Twitter. large user you're reaching your existing customers is purely random and costly to determine. A social news community where members discover and share webpages want the same people repeat- edly giving you a thumbs-up. O!b If you make the front page of Yahoo, then you will get a ton of backlinks, but chances are unlikely unless you are a large, established brand. Noncommercial sites are heavily favored by moderators, so Editor driven and moderated, so this shouldn't be your primary focus. Get in the moderators good graces, and you have a chance to hit absolutely massive num bers - but it's a long shot. business sites should not waste A social news site where community members can vote on stories time in this uphil battle. The community is fickle, and 8reddit : anything percelved as spam f Reddit loves you, then traffic is often right up there with Digs will be destroyed. However, look deep into the categorized "subreddits" to unearth small niche communities, and you the site's home page could get valuable feedback. Unless you're a bacon company. don't try to build your brand here. Youll end up banned from and StumbleUpon. Be careful the site without even realizing what happened. Push too hard for votes from your friends and risk being banned, but don't push at all and you'll wind up with nothing Make the front page and many reputable sites will pick up your story penerating valu able backlinks and extending trust to your site. A social news community where users post links to Pretty much everything about the site helps When your page is bookmarked, i's a direct link back to your site. When you're on the front page of the site, the big category tag pages are full of trust, which will pass directly to Vour UR Site is intended for people to Not enough ongoing brand rec- ognition to make it worth your while unless you want to be known for providing reference content for later retrieval Not as big as it used to be, but informative, massive reference pieces bookmarked for later use can net you a few thousand recurring monthly visitors bookmark content. You can A social bookmark ing site used for sharing and storing bookmarked pages see what people tag with your brand name, but communica tion with them is nonexistent. CMO cOM

Chief Marketing Officers and Social Media

shared by admin on Mar 18
As you may know, social media is changing the face of modern marketing. CMOs or chief marketing officers are starting to invest in social media platforms in order to promote products and services. Yet...



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