1) The document discusses social media promotional strategies and focuses on the speaker's event registration company, DIGITALGUESTLIST. 2) The speaker outlines their approach of "Wildfire Marketing" which uses compelling and engaging content in concentrated social media environments to promote events. 3) Examples of social media channels that could be used are discussed, as well as the importance of identifying influencers and communities to target messaging. Measurement of marketing efforts is also highlighted.

1. Social Media
Promotional Strategies
Promotional Strategies
Georgia State University
Basic Marketing
B i M k ti
Tuesday March 10th, 2009

2. Who Am I?
Who Am I?
Timeline
4/79: Born in Mobile, AL
8/97: Enrolled at FAMU
4/00: Crossed Beta Nu Chapter of ΑΦΑ
7/02: Founded DIGITALGUESTLIST
4/03: Graduated w/MBA
/ d d/
5/03: Fulltime w/DIGITALGUESTLIST
5/07: Decided to Change Biz Model
1/09: Launched into Beta
1/09: Launched into Beta

3. What I Do
What I Do
DIGITALGUESTLIST is
an event registration
website with
marketing analytics
and social media
functionality.
f ti lit
We exist to make
event marketing 80%
ki %
science & 20% art

4. Rules
1) I didn’t pay attention to marketing classes
in college.
i ll
2) I'm really not that smart, I just spend way
too much time by myself thinking way too
much.
much
3) I tend to ramble…stop me.
4) I tend to assume you know the same
thing that I do…stop me and ask
thing that I do…stop me and ask
questions.
5) I tend to talk way too fast or too low at
times…blame Red Bull and stop me.
6) Don’t get mad if I challenge you. “Irons
sharpens Iron”

5. Case Study: DIGITALGUESTLIST
•
Online Marketing: Past
Online Marketing: Past
•
Online Marketing: Present
•
Online Marketing: Future
O li M k ti F t
•
Wrap Up
•

6. “Social media is the second most expensive
thing that costs nothing...” – Me, 2009

7. Case Study: DIGITALGUESTLIST
Case Study: DIGITALGUESTLIST
Wildfire Marketing TM : Compelling + Engaging
Wildfire Marketing : Compelling + Engaging
Content in Concentrated Environment
• Ultra Relevant Information (Compelling)
Ultra Relevant Information (Compelling)
• Admission Incentive (Engaging)
• Clique (Influence)
• Social Catalyst (Measurement)
y( )

8. Make Your Content Explosive
Make Your Content Explosive
• Compelling
– Tell a Story
– Status Updates
Status Updates
– @Replies
– Vid
Video
• Engaging
– Use Incentives
– Give Ownership By Asking for Questions

9. Identify Your Burn Area
Identify Your Burn Area
Fashion
Lovers
Social
Causes
Live
Music
Lovers
Vertical Community
Vertical Community
(Addressable Market)

10. Light Small Fires
Light Small Fires
Clique
#1
Clique Clique
#2 #3

11. The Science of Lighting Fires
The Science of Lighting Fires
Facebook
•
Twitter
•
Blogs
l
•
Email Lists
•
YouTube
•
Websites
•
Mobile Marketing
•

12. The Art of Lighting Fires
The Art of Lighting Fires
Influencer Identification
•
Connector Identification
•
Socialite Identification
•
Velocity
•
Likelihood To Attend
•
Event Attendance Frequency
•
Social Circle Overlap
•
Most Popular Day of the Week Per Social Circle
•
Most Popular Admission Incentive
•
Highly Thought of Venues
gy g
•
Highly Thought of Deejays
•
Most Friends
•

13. Concept
G.L.O. will utilize a variety of marketing channels to ensure the success of the event, although we’ll
lean heavily on social media to accelerate the network effect of buzz generation:
Twitter
Invitations
Facebook
DIGITALGUESTLIST
Social
Networks Event Page
Event Page
Followers
Mobile
Clique

14. Key Points
Key Points
• Use Channels Daily
Use C a e s a y
• Funnel Down Sales Cycle
• Create Evangelists
• Two‐Fold Benefit
Two‐Fold Benefit
• Be Patient: Allocate 4‐8 Weeks

16. “He who controls the Social Graph; wins...”
Me, circa 2008

17. Web 1.0: Where We Were
Web 1.0: Where We Were
o Web/E‐mail/Print/Radio/TV = Wall
Web/E mail/Print/Radio/TV = Wall
o One Way Communication
o Brands/Media Held Control
d / di ld C l

18. Web 2.0: Where We Are Now
Web 2.0: Where We Are Now
o Web 1 0 is the Bridge to Web 2 0
Web 1.0 is the Bridge to Web 2.0
o Two‐Way Communication: Loss of Control
oCConnectivity
ii
o Data Measurement

19. Web 3.0: Where We Are Going
Web 3.0: Where We Are Going
o Connectivity + Mobile + Cloud +
Connectivity + Mobile + Cloud +
Thoughtstream
o Extremely Deep Measurement
Extremely Deep Measurement

20. Start Marketing Right Now
Start Marketing Right Now
o Great Opportunity for Internships
Great Opportunity for Internships
o Personal Branding

21. Wrap Up
Wrap Up
• Twitter: @joeydigital
• Facebook: Joey Digital
– Send message first or I won’t accept you
Send message first or I won t accept you
Web: www.digitalguestlist.com
•
Skype: digitalguestlist
•
LinkedIn: Joe Womack III
•
Presentation Download:
P t ti D ld
•
www.slideshare.net/joeydigital

23. “Everybody wants to go to Heaven,
“ bd
but nobody wants to die…”