"Social Media Marketing"-session at SMX Munich

Fri 8 May 2009 16:52, Evert Veldhuijzen

It's almost impossible to keep track of all the events going on in Europe these days. Before A4UExpo in Munich SMX hosted Search Marketing Expo Munich 2009. Searchcowboys was there twittering and blogging. Evert Veldhuijzen (@evertino) reports on the "Social Media Marketing"-session.

Time: Wednesday 22nd april, 9.00am, location: Big ballroom SMX Munich. The room is almost empty when the session "Social Media Marketing" starts. The reason is obvious: after the great Search Bash party of Tuesday night, people decided to stay in bed instead of attending this session. It turned out to be a wrong decision because the session was interesting. The panel: Isabell Wagner, Managing Director Germany of Bigmouthmedia, Rand Fishkin, CEO of SEOmoz and Marcus Tandler aka "Mediadonis".

"Social Media Marketing"-session at SMX Munich

Pic 1. The reason why the ballroom was empty: Search Bash Party at SMX Munich (Photo: Simon Harlinghausen)

After giving some general information about Social Media and explaining advantages like creating unique user generated content and search space saturation, Isabell told the fictive story about the also fictive brand "Superbrand". "Superbrand" had a big reputation problem: a brand search in Google showed a negative post about Superbrand at the second position. The problem: how to get rid of this negative search result or how to make it disappear from the top search results? She showed 7 steps to accomplish this job:

1. Step: Book your brand in Adwords
2. Step: Let affiliates you trust book your brand at Adwords
3. Step: do online PR (SEO optimized for your brand of course)
4. Step: Make video's for your brand and use them
5. Support blogs (not giving money, but giving them unique material, news etc.)
6. Use Social Bookmarking Services
7. Build your own blog on a subdomain

"Social Media Marketing & SEO. Branding, Linking & Traffic " is the title of the next presentation by one of the most famous SEO's in the world: Rand Fishkin.

Rand starts his presentation explaining that anonymity is within the ethical guidelines. You want to create value for your client, by exposing good content to the people that are important: the linkerati. The most important tactics of Social Media Marketing:

1. Stay under the radar (don't talk about it)
2. Build diverse networks (use diversity of the network to stay under the radar)
3. Adapt paranoia as a lifestyle
4. Rely on the strength of the content
5. Stay pragmatic

Rand shows some examples like: Web Development Project Estimator , The Namevoyager of Babynamewizard or Superobamaworld

He continues with 12 tips to make your Social Marketing work:

1. Build simple stuff
2. Make it look authentic (e.g. Wayne Rooney video)
3. Expect 3/4 of viral efforts to fail
4. Don't let too many cooks into the kitchen
5. Funny sells
6. Funny is hard (interesting is easier)
7. Consider microsites
8. Hire professional pushers
9. Don't try to help push
10. Use SM to accomplish business goals
11. Don't cannibalize your high ranking pages
12. Sweat the small stuff

 The session ends with a discussion between Marcus Tandler and Isabell Wagner on the question if Social Media Marketing works on German platforms too. They couldn't agree on this subject.


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