Please post your questions and comments about our last webinar, How Tweet It Is: Leveraging Web 2.0 for Marketing & Sales. Click here to download the recording.
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Panelists Included:
Tricia Hudson of Oxford Journals, a division of Oxford University Press, will be speaking on their early experiments with paid advertising and other promotions on Facebook, and comparing these results to Google AdWords advertising. As the US Senior Marketing Manager of Oxford Journals, and in more than 10 years there Tricia has marketed journals to academic, medical and library markets. Prior to that she worked in journals marketing at Duke University Press and for the new media publisher, The Voyager Company.
Jeff Mard will discuss how he exploited the tools and popularity of Web 2.0 to turn college students into mini marketing managers for Chegg, a textbook rental provider. Jeff is the Director of Strategic Partnerships & Mobile Marketing for the Horizon Group's Marketing Strategy team, which is responsible for the planning and management of client online marketing campaigns and application development projects.
Jesse McDougall will present several Twitter marketing strategies for book promotion, reader engagement, and building an online community. He co-owns Catalyst Webworks, a social media consulting firm. He educates businesses on how to tap into the power and audiences of social media. Previously, Jesse was the Web Editor at Chelsea Green Publishing. He is the author of several books about internet ventures including Expand Your Business Using eBay, and Start Your Own Blogging Business.
Targetting Facebook Groups
Another question from the webinar:
Q: Tricia, are you saying that Facebook could not target the Early Music Resource Group? That you can not choose an existing Facebook group to show your ad to?
A: That’s correct. The only way that you can target a group is if you are the administrator of the group. But if you don’t own the group, you cannot target it for advertising. Once someone joins a group you created, though, you can have ads running to target them wherever they may be on facebook.
LinkedIn Marketing
Another question from the webinar:
Q: Has anyone used Linked In as an advertising arena?
A: From Jeff Mard: I have tried it from a non-paid approach. There is a high cost to get in the game w/paid advertising in LinkedIn (typically starts in the $10k ballpark). Although, there is a great opportunity to leverage Q&A, Groups, Applications and now the APIs/Widgets they rolled out.
Including a Tweet Link in Email
Sorry we weren't able to get to every question. Here's one from the audience to Jesse:
Q: We've been told we need to include a tweet link to push email offers further. Do you think this is a good idea, or does it violate the rule to remember this is a social gathering, not a place to sell?
A: I think it's a great idea to promote your various social media campaigns across all your platforms for audience engagement. Some examples: use Twitter to point out your YouTube videos; use your Facebook page to invite people to participate in a contest on your blog; use your email newsletters to let people know these campaigns are out there. These various tools are most powerful when they are used in ways that compliment one another. Inviting your audience to engage be providing them these links is a long way from (and far better than) pushing a hard sales pitch. It is during your day-to-day conversations on Twitter and Facebook and YouTube, etc. that you want to avoid the marketing tone. I recommend that before you begin participating in any of these social communities in earnest, you listen to and watch the conversation for a few minutes a day for one or two weeks to get an idea of the community's etiquette and culture before jumping in.