Social Media Bootcamp: Day 1

“Using Social Media to Increase Your Website Traffic"

Birgit Pauli-Haack, January 2012

Strategy.Innovation.Communication @relevanza

Birgit Pauli-Haackbph@relevanza.com

On Twitter @bph

Steve Hartsteve.hart@relevanza.comOn Twitter @downyonderfla

Who is Relevanza?

3 Weeks Social Media BootcampFirst Week

Overview Mechanics of Blogging How To Twitter

Second Week RSS Feeds Writing for the Web Facebook Profile & Facebook Brand Pages

Third Week How to Use Google+ & Google Plus Pages Tech Tools Set-up & Usage

What People do on the Net?

Source: www.PewInternet.org - Aug 2011

Websites: Built it and they will come! 

Really?

Inbound vs. Outbound Marketing

• Search engines • Blog + Blog

commenting• Social Networks• Permission based

Email • Online Forums• News, Media, PR• and more...

Trade Shows Seminar SeriesEmails to purchased lists Cold calling Outsourced

telemarketing, andTV spotsRadio commercials

Outbound Marketing

http://mashable.com/2011/10/30/inbound-outboundmarketing/

Your Site is the Hub

Basics on Search Engine Optimization

http://searchengineland.com/seotable

Blog & Traffic

Twitter & Traffic

Facebook Fans & Traffic

Step 1: Your Online Hub

CommCentral = Your web site (blog) Email newsletter provides only header/ blurb &

link (single article links) Twitter post have link to site (single article) Facebook activities link to site (single article)

>Where the List of Services, Products etc are >Where the Email sign-up form is

Step 2: Articles/Content Online

Single Article in a Blog = News Engine (Web Log)

One topic 400 – 800 words.Graphic + TextProvide Links for sharing RSS feedsCategory & Archives

Step 3: Engage your Followers/Friends

Allow for comments on blogAllow Fans to post on your pageTreasure Hunt with other organizationsOnline Surveys w/ PrizesLive Stream/VideoParticipate in conversations with your

champions.

Step 4: MeasureDefine goals to set benchmarksMeasure online interactionsOpen/ clicks e-mailShared Links statsWeb stats ReferrersShortyURL stats, clicks rates# of meaningful interaction

Rinse, Repeat

Social Media – Going Viral

Go Viral via SharingBe relevant to your networkFind your champions!Write for your chearleaders!

Twitter Followers

IMMToday 165 DownYonderFLA 1,346 Bph 1,912 Ghostexecutive 5,080 MikeVanDervort: 12,056

Go Viral: Twitter Reach

What is a Blog?

What is a Blog?

Software engine installed on web serverAdmin through a browser-based interfaceAccess also through external software to

update content (Desktop, Mobile, Apps)Allows for Syndication & Integration via RSSAuthors create and update content on the site Integrate into Website, with the other pages.Built-in Archives, Summary pages, Widgets

Difference Webpage & Blogpost

Web Page Blog Post

Page & Subpages Static

Information never, rarely changes (Mission, Location)

Link Never changes.

Post in categories Dynamic/Archived/

Perma.Lead onto a pagesOrganization NewsProfiles, Stories,

Struggles Includes RSS Feed

Search Engine RankingUpdate more often - 3 time a week vs once a

year Interlinking on pages & posts (more links into

the site from front page. URLs with higher keyword densityMore focused content = more relevantEasier to use linking back.Blog engines come with better built-in SEOMore pages in search engine index.

Blogging ToolsTo start out, for practicing & Personal Blogs

WordPress.com Blogger.com Tumblr.com Posterous.com

For Business ( WordPress self-hosted) Page.ly WebHub www.Wordpress.org/hosting

Bonus Link: Wordpress: Free vs. Self-Hosted

Links: Better BloggingLinks:George Orwell’s 5 Rules of effective writing

PickTheBrain.comErnest Hemingsways’ Top 5 Tips for Writing

Wellcopyblogger.com

5Tips to Write Blog PostsAbout.com: Blogging

Chris Brogan’s Best Advice About BloggingChrisBrogan.com