This document discusses how social media can be used for marketing purposes. It provides examples of how companies have successfully used platforms like Twitter, Facebook, and blogs to grow their business, crowdsource ideas, and increase customer engagement. The document also outlines best practices for developing a social media strategy, including setting goals, choosing the right tools, developing content, measuring results, and continually improving the strategy. Overall, the key message is that an effective social media presence can help businesses expand their reach, build prospects, and increase search visibility.

1. Social Media:
Integrating communication with creation to
open and expand relationships

2. Why Get Involved?
 Present new approaches to marketing
 Expand reach
 Grow prospects/Build e-mail list
 Increase search rankings
 Crowdsource ideas

3. New Approaches to Marketing
Coca-Cola enhanced their marketing through their
brand ambassadors and social connectivity

4. Expand Reach
Streetza Pizza gained national attention through social media

5. Grow Prospects
Twitter can provide connections locally and globally & applications allow
access to valuable information that can turn into leads

6. Increase Search Engine Visibility
 Social Search
 Traffic & Links
 Updated content

7. Crowdsource Ideas
Starbucks gained insights that led to
new products and loyal customers

8. Keys to a Successful SM Strategy
 Create Goals and Objectives
 Find Your Target
 Choose Your Tools
 Position Yourself
 Appoint Personnel
 Develop a Following
 Work Towards Consistency
 Make Improvements Through Metrics
 Use Creativity

9. Create a Specific Strategy
Discussion is going on so start by listening and then:
 Build relationships
 Crowdsource ideas
 Show personality
 Increase customer service

10. Start Listening
 SocialMention
 Trackr
 Collecta
 Addictomatic
http://www.socialmention.com

11. Dell IdeaStorm
 Strategy: crowdsource
ideas, product marketing,
creating community
 Tool: Forum/microsite
(other: online polls &
contests)
 Return:
 12,996 ideas/contacts
 Promoted 699,919 times
 87,870 comments posted

12. Dell on Twitter
 Strategy: answer questions,
provide offers, increase sales
 Tools: Twitter profiles
 Return: 6.5 million in revenue &
1.5 million followers

13. Best Buy Twelpforce
 Strategy: communicate
& engage with customers,
empower employees
 Tool: Twitter
 Return:
 over 14,000 followers
 increased online reputation
 increased inbound links to
the store
 over 700 registered
employees
http://www.youtube.com/watch?v=25zcavXj97I
Source: marketingROI blog

14. Establish a target & Choose your tools
YouTube Demographics
 Men and women are
equally represented
 The majority of people
on YouTube are
between 18-34
 100 Million visitors
per month
 5 Billion video
streams every month
Source: Quantcast

15. Facebook Demographics
 There are 5% more
women on Facebook
 The fastest growing demographic
on Facebook is 35-49
 More than 350
million active users
 More than 700,000
local businesses
have active Pages
on Facebook
 An average user
spends more than
55 minutes on
Facebook per day
Source:
Quantcast

16. Twitter Demographics
 Grew from 4 million
to 40 million in 2009
 Estimated 23 million
monthly users in the
United States
 Fastest growing social
network
 100 million members
estimated for 2010
 Specifically, 45-to-54-year-
olds were 36% more likely
than average to visit Twitter,
making them the highest-
indexing age group
(source:e-marketer)
Source: Quantcast

17. Beyond Facebook and Twitter
http://socialmediab2b.com/2009/11/b2b-social-media-example-the-cree-led-revolution/
http://www.creeledrevolution.com/

18. Blogging Benefits
 Enhances search rankings
 Allows for immense
customization
 Easy to use content
management system
 Builds reputation as a thought
leader
 Provides opportunity for
communication
 Adds a personal element to
your website
http://bloggers.com/blogs

19. Going Viral, Creating Buzz, Building Your Brand
Widget: An
application that
includes a piece of
code that can be
Microsite: A site easily embedded
that exists outside of onto a third party
its parent website. A site.
different URL usually
differentiates the two
sites.

20. If you build it, they will come
E-marketer declares Facebook applications as the most effective
tactic for consumer oriented companies. 41.9% of B2C’s used this
method of marketing.

21. Distinguish your Approach

22. Fun & Playful

23. Blunt & Humorous

24. Informative & Knowledgeable

25. Challenging & Personal

26. Appoint Personnel
Determine the Social Media team/individual
and create a social media policy

27. Preparation & Policy
 Train employees
 Empower employees
 Clearly define rules of engagement
 Delegate social responsibility to the appropriate personnel

28. Develop a Following
 Create a contest
 Create profiles on directories
 Comment
 Use hashtags

29. Create a Contest

30. Create Profiles on Directories

31. Comment

32. Use Hashtags

33. Work Towards Consistency
The Balancing Act
 Twitter 3– 4 daily
 Blogging 1 weekly
 Commenting 2–3 daily
 Facebook 1–2 daily

34. Measure & Improve Success
 Check your objective
 Refer to analytics/social monitoring tools
 Track surveys/offers
 The obvious: fans, followers, positive comments, etc.
 Ask yourself these questions:
 Are you causing a conversation?
 Are your sales going up?
(Source: Robert Scoble, social media blogger)

35. With victories come defeats
 Always listen first
 Get involved—not just during a crisis
 Understand when to respond
 Review before responding
 React quickly, honestly and calmly

36. Social Media Success
Doug Thielen from Qdoba:
Starting Qdoba’s Social Media Campaign
 Listened and chose a platform
 Played off of other campaigns
 Focused on interaction
 Started a social media team

37. Starkmedia’s Social Media Offering
 Analysis and proposal
 Consultation and start-up
 Development of SM applications