I recently spoke on a Social Media panel at the Web 2.0 Conference. During this session we discussed how Social Media and Advertising techniques can be used to gain visibility and increase traffic.
I discussed case studies of how social media sites like Facebook, YouTube and others can be used to increase traffic for 2 B2C firms: Effinfunny and ResponseLINK. As an online comedy video site, Effinfunny could directly target interested groups with engaging videos. They monetize via advertising, so what matters to them is traffic and time on site. For ResponseLINK, they monetize using a monthly subscription service for their medical alarm systems for home-based seniors.
Effinfunny was able to see a 200% increase in traffic over a 2 month period last year. That increase has been durable and growing since them. In their case, they use tools like TubeMogul to periodically place videos at a number of video sharing sites. They also have a group in Facebook and MySpace. Efforts like these are optimized to focus on time on site, bounceback rates and registrations. In their case, it's important to get in front of the passionate audience of stand-up comedy fanatics. A side benefit of this has been excellent search rank in Google for the keywords that matter.
ResponseLINK saw a 200% increase in non-PPC traffic by engaging with discussion sites, forums, and yes, even social media sites. People are very passionate about taking care of their parents. Because ResponseLINK offers a high quality approach, they need to engage with their audience to alert them on the things they should care about when using these types of products. This includes a self-monitoring system (for uptime), medication reminders, and when something happens, a well-trained agent who will stay on the line with the senior until help arrives. There's a great set of ResponseLINK videos that discuss why adult children bought the system as an aid for their previously strong and independent parents. This video actually ranks higher than others that employ a fear based approach.
Thanks to Daya from WebGuild for inviting us to speak. Barbara Coll of WebMama did an excellent job of moderating with Cam Blazer and Kent Lindstrom and myself as panelist. She has a nice writeup on her blog about the session.
If you want a copy of my presentation - please let me know.