One Egg, One Hundred Baskets: Social Media Leverage
Warning this article is rated M15+: contains aggregating scenes, marketing language, social media/networking explanations and a sloth.
You are a smart cookie and you have definitely heard of social media and social networking. You have also seen around the place that you can use these tools to help you to market your stuff, but where do you start?
Contemplate for a second, how much effort are you putting in on one blog post/article….First you write it, all nicely SEOd. You might add a picture or two; flick some links to friends and then hope your PPC advertising, back-links and organic searches bring the boys to your yard. Sounds like a pretty hit and miss affair to me with no clear direction or required outcome.
It is time to become the Social Leveraging King or Queen and squeeze every last drop of goodness out of the tools that are freely available to get the traffic rolling in. This strategy acts as a platform wrangler and drags the big names of social media, networking and aggregation together. We are going to create one page/blog post that will hit on social aggregator from ten different directions.
But first, a picture of a sloth.
Write some quality content, or buy it, or con some university student to do it for grades. No point going to any effort trying to promote a piece of crud, write something decent! By all means ensure it covers all of your keyword bases, is SEOd up the wazoo, but don’t pollute the internet with more garbage than is already out there. Quality is everything.
Create a slideshow presentation that covers something in your article. Go wild with PowerPoint or Keynote and again make sure the presentation is quality. Avoid using just boring words; add pictures (like a sloth!). When completed upload the presentation to SlideShare (http://www.slideshare.com), be smart with your titles and tags, always ALWAYS brand your slides and put in a link to where the full content is to be hosted.
Now use your screen capturing video software to make a movie of that presentation. Again make it interesting with some voice over. Be funny, people love funny, or if you can’t be funny at least don’t suck. Boring (not radio) killed the video star so get some passion going, not the heavy breathing type, but the “I am excited about this subject”. Excitement breeds excitement.
Can you guess what is next? Yep, upload your recorded presentation to your favorite video hosting platform, as long as it is YouTube (for this strategy). Again be smart with your tags, hosting URL and title and if you did not obey my command re branding your slides, then you really must brand your video.
You did talk on that video didn’t you? I hope so because you need to now produce a transcript of what you said. Type it up and upload to Scribd (http://www.scribd.com/) as a nice PDF that can be embedded later on into your site. Broken record announcement, descriptive title + good tags + hosting URL = good results.
Stick your carefully crafted quality content, video and transcript into a web page or a blog page. I prefer blog because of the widget that pings Twitter with a tweet that I have just posted, but you can do that manually.
Posting a tweet to Twitter will not only be immediate notification to those that follow you, but most of the blogging world also has their API recording somewhere on their blog, so there is some extra linkage/keywordage for zero effort.
Get your stuff Stumbled, all of your stuff. (http://www.stumbleupon.com) The video, slideshow, transcript, blog post and picture of the sloth all need a good Stumble. This is where the great content comes in, better quality, quicker positive Stumbling, leads to more traffic. The first Stumble for each item is pretty critical as it carries the description and tags that will distinguish it from other similar content, but all your tags and titles will make it easy for the Stumbler to know what you want there.
Now check out your FriendFeed stream. Look at all of that information flowing directly to your 140+ thousand closest friends (well if you are Robert Scoble), all of which are looking in the one place now for their social networking needs.
Just like an RSS feeder, FriendFeed cuts out the need to log into places like FaceBook every five minutes to see if something has changed. Master using FriendFeed now because it is destined to be one of the best social networking/media tools for the next 12 months.
FriendFeed will bump your link/content up the stream every time someone makes a comment or “likes” it. This means your work can be bouncing up into view for a period of time rather than a once off event, I don’t know about you but to me that is an awesome feature that makes FriendFeed all the more valuable. Think about it.
Behold the diagram of what we’ve just accomplished…
Wow! One piece of content creating all of that input to the fast growing world of FriendFeed.
It doesn’t stop there either; there is a nice gap to the right where you can add in extra steps like your FaceBook posting, Seesmic video etc, etc. They too will populate the FriendFeed stream with your links and information.
In closing, all marketers, indeed all business people, should be thinking about how to make the greatest amount of impact with the least amount of effort. Working smarter not harder has been a catch cry forever, but not many people look at how to simplify processes or quantify the effect their effort is having. Putting one egg in as many baskets as possible is the smart way of obtaining a better return for your effort.
This is an entry to Marketing Pilgrim’s 3rd Annual SEM Scholarship contest.