The final session of the day that I attended was on strategies for blogging and social networking marketing. Some of the content was similar to the viral campaign session I’d attended earlier, I liked the use of the one specific case study to frame their work.
Right away speaker Bill Balderaz of Webbed Marketing laid out the three things you need for success:
- a compelling hook
- the right channels
- identify client goals
In the case study he shared with us (Shizuka New York), the compelling hook was “bird poop facials”.
A good litmus test to whether or not your idea is compelling- would you talk about it at dinner? a new CEO hired from a competitor? Nah. But bird poop facials? Sure!
Bill mentioned four specific channels to consider:
- SEO Press release
- Blogger outreach
- Social networks
I wasn’t really familiar with the terms “SEO Press release”, but it was quite interesting. Bill mentioned that they will search for specific phrases on search engines to ensure the uniqueness of their phrasing. That way they can be sure that when monitoring buzz or search queries, all the results are directly tied to their efforts. He did acknowledge that the most newsworthy your story, the more likely a journalist will snap up the idea and write about it in their own words. In this case, your carefully chosen phrasing is lost.
Through the presentation, Bill was very diligent at showing us the “before and after”, highlighting the importance of analytics and establishing your measures for success. We looked at google news, which had 2 links to the company in May, and roughly 50 post-campaign.
Blogger outreach is refers yet again to really figuring out the type of influentials to tap.
As for social networking, Bill said that they did not try to build for or leverage all the social networks. He said they actually received the most traffic from StumbleUpon, which was a surprise to me. I didn’t realize it was such a bg player. He also acknowledged that like it or not, you can’t ignore mySpace.
Supposedly CNN ran this story on the front page one day, but still 46% of the traffic came from social networks. While CNN gave a one-day spike in traffic, the networks were overall more significant.
Someone asked about the time this campaign took, and he said the video shoot was the biggest task, coming in at about 10 hours. The rest of the campaign and marketing was about 40 hours. In the end, the company saw traffic increases from all sources, not just referring sites. People weren’t just clicking on links they had presented to them; bird poop facials at Shizuka had reached a point where people were talking or thinking about them, and motivated to seek them out.
He talked some more about some compelling ideas and hooks, including the work they did for Hatteras networks (the cash cow), or the scantily clad etymologist at HotForWords.com
While I don’t know that this session really offered me many “strategies” for blogging and social media marketing, I did find the session interesting. I appreciated the focus on the results achieved, and how they were managed. I still feel in many ways that analytics is still in its infancy, and I appreciated the approach that was taken to demonstrate the campaign’s success.
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