An introduction to social media marketing. Namely: what it is, the best practices for using it, and how to measure it's ROI.

1. SOCIAL MEDIA
MARKETING
WHAT IT IS, AND HOW TO USE IT

2. WHO IS THE SUPERGROUP?

3. WHO IS THE SUPERGROUP?
EXPERTISE:

4. WHO IS THE SUPERGROUP?
EXPERTISE:
Using interactive
technology to
effectively market
brands online.

5. WHO IS THE SUPERGROUP?
EXPERTISE:
Using interactive
technology to
effectively market
brands online.
HOW WE USE SOCIAL
MEDIA:

6. WHO IS THE SUPERGROUP?
EXPERTISE:
Using interactive
technology to
effectively market
brands online.
HOW WE USE SOCIAL
MEDIA:
We leverage social
media as a channel

7. WHAT IS SOCIAL MEDIA?

8. WHAT IS SOCIAL MEDIA?
“Social Media is like teenaged sex -
Everybody wants to do it. Knowbody knows
how. When it’s finally done there is surprise
it’s not better.”

9. WHAT IS SOCIAL MEDIA?
“Social Media is like teenaged sex -
Everybody wants to do it. Knowbody knows
how. When it’s finally done there is surprise
it’s not better.”
- Avinash Kaushik, Analytics Evangelist,
Google.

10. WHAT IS SOCIAL MEDIA?
“Social Media is like teenaged sex -
Everybody wants to do it. Knowbody knows
how. When it’s finally done there is surprise
it’s not better.”
- Avinash Kaushik, Analytics Evangelist,
Google.

11. WHAT IS SOCIAL MEDIA?
“Social Media is like teenaged sex -
Everybody wants to do it. Knowbody knows
how. When it’s finally done there is surprise
it’s not better.”
- Avinash Kaushik, Analytics Evangelist,
Google.
“You can’t just say it. You have to get
people to say it to each other.”

12. WHAT IS SOCIAL MEDIA?
“Social Media is like teenaged sex -
Everybody wants to do it. Knowbody knows
how. When it’s finally done there is surprise
it’s not better.”
- Avinash Kaushik, Analytics Evangelist,
Google.
“You can’t just say it. You have to get
people to say it to each other.”
- James Farley, CMO Ford

13. WHAT IS SOCIAL MEDIA?

14. WHAT IS SOCIAL MEDIA?
PART OF WEB 2.0
Open content. Open access. Adaptive and
constantly changing.

15. WHAT IS SOCIAL MEDIA?
PART OF WEB 2.0
Open content. Open access. Adaptive and
constantly changing.
TWO SIDED COMMUNICATION
Not one-to-many, but many-to-many.
Speaking, but also listening.

16. WHAT IS SOCIAL MEDIA?
PART OF WEB 2.0
Open content. Open access. Adaptive and
constantly changing.
TWO SIDED COMMUNICATION
Not one-to-many, but many-to-many.
Speaking, but also listening.
WHAT’S THE PURPOSE?
To easily engage and communicate with
your online customers and/or target
audience, in order to adapt to their
demands, gain their loyalty, generate
buzz and ultimately drive sales.

17. WHY SHOULD YOU USE SOCIAL MEDIA?

18. WHY SHOULD YOU USE SOCIAL MEDIA?
“You can’t buy attention anymore. Having a
huge budget doesn’t mean anything in
social media... The old media paradigm was
PAY to PLAY. Now you get back what you
authentically put in. You’ve got to be willing
to PLAY to PLAY.”

19. WHY SHOULD YOU USE SOCIAL MEDIA?
“You can’t buy attention anymore. Having a
huge budget doesn’t mean anything in
social media... The old media paradigm was
PAY to PLAY. Now you get back what you
authentically put in. You’ve got to be willing
to PLAY to PLAY.”
- Alex Bogusky, Co-Chairman, CP&B

20. WHY SHOULD YOU USE SOCIAL MEDIA?
“You can’t buy attention anymore. Having a
huge budget doesn’t mean anything in
social media... The old media paradigm was
PAY to PLAY. Now you get back what you
authentically put in. You’ve got to be willing
to PLAY to PLAY.”
- Alex Bogusky, Co-Chairman, CP&B

21. WHY SHOULD YOU USE SOCIAL MEDIA?
“You can’t buy attention anymore. Having a
huge budget doesn’t mean anything in
social media... The old media paradigm was
PAY to PLAY. Now you get back what you
authentically put in. You’ve got to be willing
to PLAY to PLAY.”
- Alex Bogusky, Co-Chairman, CP&B
“Think of [Social Media] as the canary in the
coal mine.” - Morgan Johnston, Jetblue
Airways

22. TYPES OF SOCIAL MEDIA OUTLETS

23. TYPES OF SOCIAL MEDIA OUTLETS
BLOGS
Word Press, Blogger, etc.

24. TYPES OF SOCIAL MEDIA OUTLETS
BLOGS
Word Press, Blogger, etc.
MICRO BLOGS
Twitter

25. TYPES OF SOCIAL MEDIA OUTLETS
BLOGS
Word Press, Blogger, etc.
MICRO BLOGS
Twitter
SOCIAL NETWORKS
FaceBook, MySpace

26. TYPES OF SOCIAL MEDIA OUTLETS
BLOGS
Word Press, Blogger, etc.
MICRO BLOGS
Twitter
SOCIAL NETWORKS
FaceBook, MySpace
MEDIA SHARING
YouTube, Flickr

27. TYPES OF SOCIAL MEDIA OUTLETS
BLOGS
Word Press, Blogger, etc.
MICRO BLOGS
Twitter
SOCIAL NETWORKS
FaceBook, MySpace
MEDIA SHARING
YouTube, Flickr
SOCIAL NEWS & LINKS
Digg, Delicious, etc.

28. TYPES OF SOCIAL MEDIA OUTLETS
BLOGS
Word Press, Blogger, etc.
MICRO BLOGS
Twitter
SOCIAL NETWORKS
FaceBook, MySpace
MEDIA SHARING
YouTube, Flickr
SOCIAL NEWS & LINKS
Digg, Delicious, etc.
OTHER SOCIAL MEDIA OUTLETS
Forums, Customer Review Sites, Virtual

29. BLOGGING

30. BLOGGING
WHAT IS IT?

31. BLOGGING
WHAT IS IT?
A Content Management System.
(Blog = Webpage)

32. BLOGGING
WHAT IS IT?
A Content Management System.
(Blog = Webpage)
Your Social Media Hub.

33. BLOGGING
WHAT IS IT?
A Content Management System.
(Blog = Webpage)
Your Social Media Hub.
Home for long-form publications
and information sharing.

34. BLOGGING
WHAT IS IT?
A Content Management System.
(Blog = Webpage)
Your Social Media Hub.
Home for long-form publications
and information sharing.
Push and pull content and features
from your other social media outlets.

35. BLOGGING
WHAT IS IT?
A Content Management System.
(Blog = Webpage)
Your Social Media Hub.
Home for long-form publications
and information sharing.
Push and pull content and features
from your other social media outlets.
Two way street - Remember to

36. MICRO-BLOGGING (TWITTER)

37. MICRO-BLOGGING (TWITTER)
WHAT IS IT?
Share thoughts in 140 characters or less.
The “circulatory system” of viral marketing.

38. MICRO-BLOGGING (TWITTER)
WHAT IS IT?
Share thoughts in 140 characters or less.
The “circulatory system” of viral marketing.
HOW DOES IT DIFFER FROM STANDARD
BLOGGING?
Real-time, constant updates.
Informal, live conversations vs prepared
monologues.

39. MICRO-BLOGGING (TWITTER)
WHAT IS IT?
Share thoughts in 140 characters or less.
The “circulatory system” of viral marketing.
HOW DOES IT DIFFER FROM STANDARD
BLOGGING?
Real-time, constant updates.
Informal, live conversations vs prepared
monologues.
HOW PEOPLE USE IT
To share ongoing opinions, thoughts, and
useful info.

40. MICRO-BLOGGING (TWITTER)
WHAT IS IT?
Share thoughts in 140 characters or less.
The “circulatory system” of viral marketing.
HOW DOES IT DIFFER FROM STANDARD
BLOGGING?
Real-time, constant updates.
Informal, live conversations vs prepared
monologues.
HOW PEOPLE USE IT
To share ongoing opinions, thoughts, and
useful info.
WHY YOU SHOULD CARE

41. SOCIAL NETWORKING (FACEBOOK, MYSPACE)

42. SOCIAL NETWORKING (FACEBOOK, MYSPACE)
WHAT IS IT?
Social Networks are about personality and
people - what makes someone who they
are. Their interests, achievements, major
milestones and memories are captured
and shared with their closed network of
friends and family.

43. SOCIAL NETWORKING (FACEBOOK, MYSPACE)
WHAT IS IT?
Social Networks are about personality and
people - what makes someone who they
are. Their interests, achievements, major
milestones and memories are captured
and shared with their closed network of
friends and family.
WHAT’S IT FOR?
Socializing & Narcissism

44. SOCIAL NETWORKING (FACEBOOK, MYSPACE)
WHAT IS IT?
Social Networks are about personality and
people - what makes someone who they
are. Their interests, achievements, major
milestones and memories are captured
and shared with their closed network of
friends and family.
WHAT’S IT FOR?
Socializing & Narcissism
HOW SHOULD MARKETERS USE IT?
To build an online “fan base” of people
who have a personal connection to your

45. MEDIA SHARING (YOUTUBE, FLICKR)

46. MEDIA SHARING (YOUTUBE, FLICKR)
WHAT IS IT
Tools to house and distribute media
(Photos, movies, slideshows, music,
etc)

47. MEDIA SHARING (YOUTUBE, FLICKR)
WHAT IS IT
Tools to house and distribute media
(Photos, movies, slideshows, music,
etc)
REMEMBER, MEDIA SHARING IS STILL
SOCIAL
NOT a broadcast hub - to be
effective, interact with other media
sharing users. Highlight other users’
content. Respond to posts that relate
to your brand.

48. SOCIAL NEWS & LINKS (DIGG, DEL.ICO.US)

49. SOCIAL NEWS & LINKS (DIGG, DEL.ICO.US)
WHAT IS IT
A way to share interesting links and
content, which is then categorized and
voted on to establish quality. The most
actively shared and recommended content
is then featured on a “What’s Hot” list.

50. SOCIAL NEWS & LINKS (DIGG, DEL.ICO.US)
WHAT IS IT
A way to share interesting links and
content, which is then categorized and
voted on to establish quality. The most
actively shared and recommended content
is then featured on a “What’s Hot” list.
WHY YOU SHOULD CARE
Becoming featured on a “What’s Hot” list
can equate to an overwhelming (but short
lived) increase in web traffic. However,
sites like these have very little impact on

51. OTHER SOCIAL MEDIA CHANNELS

52. OTHER SOCIAL MEDIA CHANNELS
FORUMS
One of the older social mediums, these
sites that feature “topical threads” are still
very popular, especially in niche markets.

53. OTHER SOCIAL MEDIA CHANNELS
FORUMS
One of the older social mediums, these
sites that feature “topical threads” are still
very popular, especially in niche markets.
CUSTOMER REVIEWS
Trip Advisor, Kudzu, etc. If you have a
consumer product or service, you need to
be responding to the feedback being
posted on these sites - because most of it
is negative.

54. SOCIAL MEDIA BEST PRACTICES

55. SOCIAL MEDIA BEST PRACTICES
CONNECT
• Unify your social
media approach.
Build and grow
your web of
customers.

56. SOCIAL MEDIA BEST PRACTICES
CONNECT • Don’t just reach
• Unify your social someone once -
media approach. add them to your
Build and grow network and
your web of maintain contact.
customers. “Sticky CTA.”
PUBLISH CONTENT
• Make sure your
message is
relevant/useful/
personal.

57. SOCIAL MEDIA BEST PRACTICES
CONNECT • Don’t just reach
• Unify your social someone once -
media approach. add them to your
Build and grow network and
your web of maintain contact.
customers. “Sticky CTA.”
PUBLISH CONTENT LISTEN
• Make sure your • Eavesdrop. Gauge
message is reaction. What do
relevant/useful/ people think about
personal. your brand?

58. METRICS AND ROI

59. METRICS AND ROI
“When I’m asked about the ROI of Social
Media, sometimes an appropriate response
is... What’s the ROI of your phone?”

60. METRICS AND ROI
“When I’m asked about the ROI of Social
Media, sometimes an appropriate response
is... What’s the ROI of your phone?”
- Erik Qualman. Author SocialNomics

61. METRICS AND ROI
“When I’m asked about the ROI of Social
Media, sometimes an appropriate response
is... What’s the ROI of your phone?”
- Erik Qualman. Author SocialNomics

62. METRICS AND ROI
“When I’m asked about the ROI of Social
Media, sometimes an appropriate response
is... What’s the ROI of your phone?”
- Erik Qualman. Author SocialNomics
“Customer engagement has become a
metric to be reckoned with, where failing to
engage consumers via community and social
media will have negative brand and bottom-
line implications.”

63. METRICS AND ROI
“When I’m asked about the ROI of Social
Media, sometimes an appropriate response
is... What’s the ROI of your phone?”
- Erik Qualman. Author SocialNomics
“Customer engagement has become a
metric to be reckoned with, where failing to
engage consumers via community and social
media will have negative brand and bottom-
line implications.”
- Lauren Freedman, president of The E-
tailing Group.

64. METRICS AND ROI

65. METRICS AND ROI
TRACK IMPACT, IDENTIFY KEY
PERFORMANCE INDICATORS
Google Analytics (“On site” measurement)
Tweets and Trackbacks (Qualitative and
Quantitative)
Views (Media)
Number of fans/followers/friends
Ratings / Votes (Digg, delicious, etc)

66. METRICS AND ROI
TRACK IMPACT, IDENTIFY KEY
PERFORMANCE INDICATORS
Google Analytics (“On site” measurement)
Tweets and Trackbacks (Qualitative and
Quantitative)
Views (Media)
Number of fans/followers/friends
Ratings / Votes (Digg, delicious, etc)
MEASURE ROI

67. METRICS AND ROI
Brand Investment Agency Execution
Audience Reaction
Non-Financial Impact Financial Impact
(Soft Metrics) (Hard Metrics)
Measurement Measurement
Increased
Web Traffic Observers Brand
Impressions Awareness
Gross Sales
Increased
Customers Sales
Coupon Redemption
Promo Codes
Twitter Followers Increased
FaceBook Fans Subscribers Customer
Mailing List Engagement
Tweets
Blog Mentions Increased
FaceBook Posts Influencers Brand
Email Forwards Discussion
(Metric x Conversion Rate x Average Sale) Revenue Gain
= Intangible ROI = Tangible ROI
Investment Investment

68. RECAP

69. RECAP
SOCIAL MEDIA IS THE FUTURE OF THE
WEB
Lines will blur, functionality will
overlap

70. RECAP
SOCIAL MEDIA IS THE FUTURE OF THE
WEB
Lines will blur, functionality will
overlap
ABANDON OLD PARADIGMS
Don’t use social media as a
“broadcast outlet.”
Don’t duplicate your website’s
content.
Site traffic is no longer the most

71. RECAP

72. RECAP
LISTEN TO YOUR CUSTOMERS
Gain insight
Adapt quickly
Encourage UGC

73. RECAP
LISTEN TO YOUR CUSTOMERS
Gain insight
Adapt quickly
Encourage UGC
BUILD BRAND LOYALTY AND
CUSTOMER SATISFACTION
React to customers directly
Curb opinion & put out fires

74. RECAP

75. RECAP
AND FINALLY...
Remember that Social Media is most
effective when utilized in conjunction
with your other marketing efforts,
and that the ultimate goal is always
to increase profits by improving
communication with your customers.
“Our head of social media is the
customer” - McDonalds.

76. THANK YOU
THIS CONCLUDES OUR PRESENTATION
Contact:
Chris Wallace
chris.wallace@thesupergroup.com
404.835.6921
www.TheSuperGroup.com