This document provides an overview of developing a social media marketing strategy. It discusses the need for stakeholder buy-in, dedicating resources like budget and staff. It outlines common social media marketing objectives like increasing audience, demonstrating expertise, building community, managing reputation, improving customer satisfaction, and generating leads. Specific tactics are proposed like blogging, identifying influencers, and online advertising. Guidelines are offered for blogging best practices and outreach. Examples of successful campaigns are referenced.

1. Four Things You’ll
Need to Get
Started

4. Boss/Stakeholder Buy-In
• Internet usage is surpassing TV viewing
(IBM Consumer Survey, 2008)
• Online advertising is expensive and hard to
measure
• CMOs will heavily invest in social media in
2010 (Polara Study, 2009)
• Your competition is doing it

5. A Budget

6. 6% Other
7% Microsites
9% Webinars
10 % SEO and advertising
10 % Intranet
14 % Social media*
15 % Email, e-newsletters
30 % Corporate website
* Blogs, podcasts, online communities, wikis, video, etc.
Source: ITSMA, Budget Allocation and Trends: Key Metrics Survey, 2010

7. Resources
Social media should take up to
25% of your marketing efforts,
resources and budget.
Who will be responsible?

8. Inspiration

9. Building a Social Media
Marketing Strategy

12. Where Are Your
Peeps?

13. Listen First
Create a list of Put monitoring tools Identify new influencers
search terms that will in place. in your industry.
identify conversations
pertinent to your
company, product
or industry.

15. Plot Marketing Objectives
1. Spread the word
2. Demonstrate subject matter expertise
3. Build community around your cause
4. Manage reputation
5. Improve customer satisfaction
6. Generate leads (sales!)

17. Objective #1
Increase Audience /
Spread the Word

19. Blogging and SEO
• SEO (Search Engine Optimization)
• Search engines reward frequent updating
• Title posts with care
• Write about topics your tribe cares about
• Share your posts with topical blogs

20. Entertain
Advise
Educate
Deliver Value
Inform Incite
Inspire Amuse

21. Blogging Pitfalls to Avoid
• Writing too much about yourself
• Writing about what everybody else is
writing about
• Overwhelming readers
• Underwhelming readers
• Not having a blogging policy in place

22. An Aside

23. Microsoft’s blogging policy:
“Don’t be stupid.”

24. Forrester’s blogging policy:
• Make clear your views expressed are yours
alone, not your employers’
• Respect the company’s confidentiality and
proprietary information
• Ask your manager if you’re not sure
• Be respectful to the company, employees,
customers, partners and competitors
• Ensure blogging doesn’t interfere with
other work commitments

25. New Influencer Outreach
(Web PR)
• Generates traffic
• There are fewer opportunities to spread
the word in the mainstream media
• The web audience is growing
• Your competitors are doing it
• The Internet never forgets

27. {Here come the case studies}

33. Tech Gadgets Mobile Enterprise CrunchBase Crunchies 2009 Gift Guide 2009 More
About Advertise Archives Company Index Contact CrunchCam Jobs Trends Subscribe:
ThoughtFarmer Is TubeTastic
by Duncan Riley on May 5, 2008 12 Comments 2 retweet Share
ThoughtFarmer from Vancover based OpenRoad Communications offers an enterprise
focused intranet service built around wikis.
Billed as “a knowledge sharing solution for the new enterprise” ThoughtFarmer can be used as a
standalone intranet or extranet, a collaboration hub or “the knowledge-sharing component of an
existing intranet.”
Like others in the space, ThoughtFarmer embraces the Wiki model, offering an open and
democratic authoring environment with no barriers to content creation. The service then adds
structure and social networking to the wiki core.
It’s a solid service, but the standout has been in the marketing campaign. References to a
mysterious Canadian company Tubetastic started appearing online in the last couple of months.
The site is accessible via login only, and no one was really sure exactly what it was (Tubetastic’s

34. ReadWriteWeb ReadWriteEnterprise ReadWriteStart Country Channels About Subscribe Contact Advertise
Subscribe to ReadWriteWeb
Search ReadWriteWeb
Home Products Trends Best of RWW Archives Reports
ThoughtFarmer's Tubetastic Marketing Campaign
Written by Sarah Perez / April 24, 2008 10:33 AM / 5 Comments « Prior Post Next Post »
Earlier this month, we opened up and shared with readers the different
ways we're pitched by companies wanting coverage. We mentioned
our favorite way (hint: RSS) and have been enjoying the feeds that
have been sent in since. We also noted the arrival of the twitpitch - the new trend of pitching via
Twitter. Meanwhile, another company had a completely different idea: pitch via mail. Yes, postal
mail.
Postal Mail Pitching
These days, with the internet, IM, Twitter, and all sorts of
technologically advanced ways to communicate with
each other, the concept of sending a letter via the mail
seems outdated and quaint. Yet, despite that, or
perhaps because of it, a personalized mailing catches
one's attention.
In a box usually stuffed with bills (ugh), magazines, and, RWW SPONSORS
let's be honest, lots of junk, a hand-addressed padded
manilla envelope from Canada stands out.
What the envelope contained was a company's pitch, but cleverly disguised as a welcome letter to
a new company called Tubetastic, where, apparently, I had accepted the job of Tubular
Webmaster. An enclosed organization chart showed where I was in the company hierarchy,
circled in yellow highlighter. Among my colleagues at Tubetastic were fellow journalists and
bloggers. I even had a barcoded nametag.

35. Rules for a Good Pitch
• Personal
• Conversational
• Leads with a link
• Includes an incentive
• Is it genuine news?
• Don’t treat bloggers like second-class
citizens

36. Don’t Discount “Link Bait”
{We’re still spreading the word}

42. Finding New Influencers
• Find blogs with Google
• Use Google Pagerank and Trends
• Test results with Technorati
• Evaluate presence on other channels
• Consider curated lists
• Consider anecdotal evidence

43. Objective #2
Demonstrate Subject Matter
Expertise

50. Objective #3
Build Community Around Your
Cause

59. Oxfam Campaign in Support of Coffee Farmers

60. Objective #4
Manage Reputation

66. Objective #5
Increase Customer Satisfaction

69. Objective #6
Generate Leads

73. Online Advertising

74. TV had magic beans for forty years. For forty years, anyone,
even a complete moron, could make a lot of money using TV
ads. Buy enough ads, don't screw up, you're rich.
The hard part was buying enough ads, but once you did that,
victory could be declared.
On the web, there are countless marketers just standing
around waiting for someone to hand them the magic beans.
And that's the problem.
Marketing online takes too much measurement, patience,
creativity, technical knowledge, flexibility, speed and
authenticity. It requires too much thinking and not enough
going out for dinner with clients.
Perhaps there will never be magic beans again. Perhaps
marketing is about to transition to a new kind of profession,
one that requires insight, dedication and smarts.
Or maybe someone will find some magic beans.
-Seth Godin

75. There are
no magic
beans.

76. Photos by the following Flickr users:
bolandrotor, oskay, Artamnesia, Molas, Hidden Side,
Kris Krug, HessieBell, Derek K. Miller, Brian Sawyer, Phil
Torrone, Laughing Squid, VoxPhoto, Darwin Bell,
goddess spiral, woooooo, Molas, LiminalMike, jwiv,
shapeshift, ToastyKen, swisscan, j l t, phxpma, iFovea,
Laughing Squid, sophiea, iandoplhin24, SlipStreamJC,
laverrue, Wouter Verhelst, aaronage, Magnus, Matzuda,
reservoir frog, iwona_kellie, steveleenow and Thomas
Angermann.

77. MarketingProfs.com
Seth Godin
Steve Rubel
OneDegree.ca
FriendsWithBenefitsBook.com
http://www.capulet.com/bootcampstuff
http://delicious.com/dbarefoot/smmbootcamp