This document discusses social media and provides guidance on establishing a social media presence. It outlines the top five social media platforms: blogging, Facebook, LinkedIn, Twitter, and YouTube. For each platform, it provides statistics on user numbers, a description of what the platform is used for, and tips on how to use the platform effectively as part of a social media strategy. The document emphasizes that social media requires an ongoing time commitment and should align with and support a company's overall marketing and branding goals. It clarifies the role of a social media strategist in developing and managing a social media plan.

1. Social Media – Bring It On
By Mithu Deb

2. Word-of-Mouth Goes Virtual
The most three most trusted forms of advertising are:
Recommendations from people I know - 90%
Consumer opinions posted online - 70%
Branded websites - 70%
What Social Media has done is make the traditional two-way word of mouth marketing
accessible and available to everyone with a computer (or phone).
FROM THIS TO THIS
The question is, how do we engage the guy with the megaphone?

3. What is Social Media?
A media designed to be disseminated through social interaction, created using highly
accessible and scalable publishing techniques.
Social Media IS NOT
A fad
A replacement for traditional advertising
The first step
The magic bullet
FREE
All about YOU
Social Media IS
A big deal
Going where your customers already are or where they want to be
Applicable to most companies in some way or another
Time-consuming
All about THEM

4. The BIG FIVE
The Stats - The Why - The How

5. Blogging
Definition (wikipedia.com) - "A type of website with regular entries of commentary,
descriptions of events, or other material such as graphics or video."
The Stats
Approximately 200 million blogs
90% of blogs fail in the first year
The majority of web users interact with blogs every single day

6. Blogging
Why blog?
• ENGAGEMENT with customers
• Constantly updated content
• Gives visitors a reason to check out your site again and again
• Become an EXPERT in your field
• Search Engine Optimization

7. Blogging
How blog?
Common Blogging Platforms
Blogger, Blogspot, Wordpress
Minimum of 2x per month
1000 words or less per entry
Blogs are NOT press releases
EACH post should have some interactive/multimedia element
Polls
Video, Photos
Links to other relevant sites
Lists
Enable comments and only filter them if they are explicit or spam
Integrate all of your other social media platforms
(“Add to Any”;“Tweetmeme”; “Meebo”)

8. Facebook
AKA THE BIG BROTHER
The Stats
• 400 million users
• The average U.S. Internet user spends more time on Facebook than on
Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined.
• Average age is 38
• #2 visited site (after Google)

9. Facebook
AKA THE BIG ONE
Why Facebook?
The stats speak for themselves
Mix of paid (Highly targeted)
And unpaid (permission marketing)

10. Facebook
AKA THE BIG ONE
How to Facebook?
EVERYDAY – Respond to inquiries, add fans, post on other pages, share links.
WEEKLY – Feed your blog posts.
Use the paid advertising
Friend pages are for individuals; Fan pages are for businesses.
Don't sell, sell, sell
Lighten up

11. LinkedIN
Your Virtual Resume
The Stats
50 million+ users
The largest truly business-oriented site
Average age is 44

12. LinkedIn
Your Virtual Resume
Why LinkedIn?
No brainer
The best Rolodex ever
Lead generation

13. LinkedIn
Your Virtual Resume
How to LinkedIn?
Make a personal page for everyone in the company. Link them to your company profile.
EVERYDAY Followup on messages/requests; Check in on your contacts;
Post a status update.
WEEKLY Feed your blog posts; Answer questions; Make recommendations; Join groups.
Use the search feature for lead generation.

14. Twitter
It’s not about what you had for breakfast. Ok, maybe sometimes.
The stats
“Twitter” was the top word of 2009, according to the Global Language Monitor.
Average age is 39
100 million-ish users
Only about 20% are active

15. Twitter
It’s not about what you had for breakfast. Ok, maybe sometimes.
Why Twitter?
Users in the prime spending period of their lives.
Smaller amount of users, but VERY ENGAGED and CONNECTED.
Real time search capabilities for lead generation and customer service
Twitter results now turn up on the front page of Google.

16. Twitter
It’s not about what you had for breakfast. Ok, maybe sometimes.
How to Twitter?
DAILY – post links, “retweet” content, share your blog.
Engage prominent personalities.
Feed your blog
Press release distribution
search.twitter.com
If you're not going to make a committed effort to use a twitter account,
don’t make one.

17. YouTube
Cute kittens everywhere get their 15 minutes.
The Stats
2 billion videos watched daily
The number two search engine after Google

18. YouTube
Cute kittens everywhere get their 15 minutes.
Why use it?
For the visual learners
Search Engine Optimization

19. YouTube
Cute kittens everywhere get their 15 minutes.
How to use it?
Post at least quarterly; share other Youtube content monthly.
Invest in a video camera, hire a video production company, or use "photo-
based" video software.
How-to tutorials, video tours of your office, event wrap ups.
Post videos as "replies" to already existing and related content.
Integrate into your blog with embed feature.

20. Trends for the Future
Mobile. Mobile. Mobile.
Google Buzz
Geolocation
Corporate policy & procedures
Diaspora

21. What Does A Social Media
Strategist Do?
Work closely with your already existing marketing staff to understand your marketing
strategy and goals.
Research the most appropriate social media channels for your business.
Help you set up your accounts.
Determine with the best tools to manage those accounts.
Train internal staff how to manage those accounts using the tools.
Develop metrics and institute tracking devices to gauge return on investment.
Advise on how to deliver promotional content and campaigns through the channels.
Monitor changes in social media technology, channels, and tools and make
adjustments and provide training.

22. What Does A Social Media
Strategist NOT Do?
Write content
Manage the day-to-day uploading of content
Take the place of a true brand and marketing strategist

23. What do I do next?
(10 steps)
1. Formalize your brand strategy.
2. Put together a comprehensive marketing plan.
3. Take a critical look at your current website.
4. Set benchmarks
Google Analytics; Alexa
“How did you hear about us?”
SEO Ranking
5. Make a decision on time investment.
6. RELAX!
7. Set up your accounts.
8. Take some time learning the tools and the lingo.
9. SHARE
10. CARE

24. Thank You