This presentation was part of a Social Media 101 Workshop provided by Social3i Consulting at the Seattle School of Visual Concepts. www.social3i.com

1. School of Visual Concepts Social Media Strategies and Programs for Marketers - 101 Level April 20, 2011 Andy Boyer & the Social3i Team

2. Copyright Note The material used in this deck is a combination of content originally created and developed by Social3i Principals, as well as content sourced by researching social media in major search engines and content sharing sites. Hopefully all charts and graphs in the deck attribute the work to the original owner, along with a link to where the content was sourced. However, due to the widespread sharing of this deck, it is possible that some information is not accurately attributed. We apologize for any errors, and in no way make any claims that all of the data in this presentation is the original work of Social3i Consulting. If you feel your work has been unfairly distributed or represented in this presentation, please contact andy@social3i.com

4. We provide large-scale brand analysis, audience research and social marketing programs for major global brands, small to mid-sized companies and government organizations.

5. We focus on social commerce and delivering ROI-based programs, not just brand impressions.

6. Background with RealNetworks, Publicis, T-Mobile, Microsoft, Photoworks, venture-backed startups, non-profits, and minor league baseball.

7. Links: Web: http://www.social3i.com Blog: http://www.social3i.com/blog Twitter: @social3i Email: andy@social3i.com Slides: www.slideshare.net/social3i Facebook: www.facebook.com/social3i

10. Buidling Channels

11. Content Creation Tools and Tips

12. Distribution of Time, Resources, Work

13. Engagement and Evaluation2:00 Real Life Examples: Loree Wagner from Merrill Gardens 3:00 Hands-On! The team from Social3i stops by to help you with your specific questions

14. Section 1: SOCIAL MEDIA 101

15. Why Are We Here?

16. Video: Social Media Overview

17. The Social Web is influencing customer decisions Data: Nielsen Research / Comscore Media Metrix 2009

18. The Face of the New Internet is Social Facebook has passed Google & Yahoo in # of Visits Per Month Jan 2010 Jan 2011

19. You have to monitor your own personal brand

20. This guy became famous

23. In fact, so are assisted living communities

24. Thanks to Twitter, News Now Travels at the Speed of Social Media 3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile New York Times broke the news at 3:48 pm and didn’t post to the front page until 4:00 pm Page 15

25. The mainstream has adopted Twitter

26. We make superstars out of anyone

27. Marketing Budgets are Integrating Social

28. Marketing Budgets are Integrating Social

29. What are we going to talk about today? The Heavyweights: Facebook, YouTube, Twitter, LinkedIn

30. Quiz Time: Basic Logos We Need to Know Facebook Twitter YouTube LinkedIn Wordpress Blogger Wikipedia Foursquare MySpace Flickr

32. Making sense of everything (The Brian Solis Flower)

33. Narrowing down to the big gunshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed

34. The Social Media Heavyhitters In August 2010, U.S. web users spent about 41.1 million minutes on Facebook, which represents ~10% of their entire web-surfing time that month. Youtube.com increased the average minutes per viewer over the past year by 20%, with viewers watching nearly 4.5 hours of video in August 2010. Users spent 2 hours and 12 minutes on Twitter.com each month in November 2010, an increase of 20% from 2009. LinkedIn grew its visits by only 2% in 2010, but its unique visitors grew by 8.2%, highlighting that users are spending more time on the professional networking site.

35. Facebook connects friends, people who share similar interests

36. YouTube Where users upload, share & watch videos for free

37. Twitter - 140 characters of fun

38. LinkedIn helps organizations and professionals make new contacts and keep in touch

39. A Brief Moment ot Talk about Mobile and Tablets

40. Section 2: Case Studies and Best Practices

41. Resources for the class:

43. ~30% of users are over 35Source: Facebook.com 40% of internet users between 30 and 49 years of age use social media every day Fastest growing demographic!

44. With big brands, sometimes, some consumers just want to say hi 22,000,000+ Fans!

45. And in small businesses, brands want to remind their consumers that they are there

46. Letting your community help you choose

47. Anything you can do on your web page, you can do in Facebook

48. Big brands with big budgets

49. Small brands with small budgets

50. Small brands with small budgets

51. http://www.cartoonstock.com/lowres/dcr0587l.jpg

53. After 20 days, a YouTube video has had 75% of its total views.

54. That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its viewshttp://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1

55. Fun with Video – Coca Cola Happiness Machine

56. Videos *can* go from social to mainstream

57. Videos *can* go from social to mainstream

58. Videos *can* go from social to mainstream

59. And Brands might mine social for memes

60. And Brands might mine social for memes

61. Classic Campaign – Old Spice

62. Classic Campaign - Blendtec

63. Bing Jingle Page 52

64. Education via YouTube: TED Conferences

65. Education via YouTube: The Khan Academy

66. Local Company Done Good – Common Craft

67. More Fun with Video - The VW Fun Theory

69. My Twitter #Win

70. The Twitter Customer Service Angle: Comcast Cares

71. Comcast Cares

72. Comcast Cares

73. Local Customer Support via Twitter

74. How Twitter is changing news

75. How Twitter is Changing Sports

76. Starbucks

77. Starbucks

78. Starbucks

79. Canlis

80. Single Brand - Multiple Accounts

81. Government

82. Your Governor Tweets

83. So, who does your Governor follow?

84. LinkedIn

85. LinkedIn Best Practices http://socialmediamagic.com/blog/making-quality-linkedin-connections-5-practices/

86. HR Execs Use Social Channels Like Linked In

87. LinkedIn Signal

88. Tracking

89. LinkedIn Maps

90. Advertising on LinkedIn

91. Slideshare

92. Connecting LinkedIn with Slideshare

93. Integrating Channels Together

94. Integrated Plan: Starbucks

95. Integrated Plan: Starbucks

96. Integrated Plan: Starbucks

97. Case Study #Fail or #Win? - Skittles Page 86

98. Case Study #Fail or #Win? - Skittles Page 87

99. Case Study #Fail or #Win? - Skittles April 20, 2011 Page 88

100. Case Study #Fail or #Win? - Skittles

101. And We Still Haven’t Touched…. Flickr / Photosharing Mobile iPads Apps Yelp Biznik Podcasts Ustream Groupon / Living Social Digg / Reddit / Stumbleupon Etc……

102. Section 3: Building Your Social Marketing Strategy and Program

103. Before You Get Started – Know WOMMA’s Rules www.womma.org It’s all about the Honesty ROI. Ethical word of mouth marketers always strive for transparency and honesty in all communications with consumers, with advocates, and with those people who advocates speak to on behalf of a product.* Honesty of Relationship – you say who you’re speaking for* Honesty of Opinion – you say what you truly believe; you never shill* Honesty of Identity – you say who you are; you never falsify your identity

104. Section Agenda – The ABCDE’s of Social Media

105. Audience Identification

106. Audience Identification:Sample Persona Jenny Age: 13-18 Hobbies: Music, Hanging out with friends Where she gets Info: Facebook Jenny lives on Facebook, and on music sites like Pandora, Grooveshark, Mog and Spotify She wants to be the first of her friends to share new music and concert information. She is influenced by other trend setters, and followed by many people who look to her for pop culture stories.

107. Audience Identification:Sample Persona Steve Age: 25-34 Hobbies: Technology, Workaholic Where he gets Info: Smartphone Apps, Mobile Web Steve is on the go. You can update your website all you want, but he’ll never see it unless someone sends it ot him via Twitter. Steve can’t be reached via radio, print or direct mail. He listens to XM when his iPod isn’t plugged into his car stereo playing podcasts he downloaded. When Steve isn’t working, he is working out and exercising, buying healthy foods, and attending networking events.

108. Audience Identification:Goal Setting The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand Influence Integrate Melding social into your overall marketing program Interact Enagaging with fans, followers, press, analysts and critics Interest Basic benchmarking, auditing and listening to conversation about your brand, customers & products Ignore Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors

109. Audience Identification:Finding Influencers

110. Building Channels

111. Building Channels Step 1:Set up a dedicated email address

112. Building Channels (The Brian Solis Flower)

113. Marketing Awareness Lifecycle

114. Social Media Works With Your Existing Marketing Connecting Traditional Customer Touchpoints Crowdsourcing information to improve programs and services Product / Service Development Maximizing an ad campaign by extending the content to channels not covered by paid media Searching for external opportunities to service customer related issues, Customer Support Outbound PR / Advertising Page 103

115. Are we Building Channels for SEO?

116. Are we Building Channels for SEO?

117. Building Channels - Facebook Page Tutorial

118. Create A PageStart at http://www.facebook.com/pages/manage/

119. Create A Page

120. Create A Page

121. Create A Page

122. Create A Page

123. Create A Page

124. Create a Page

125. Create a Page

126. Create a Page

127. Create a Page

128. Create a Page

129. Twitter – Building a Profile

130. Twitter – Set up

131. Twitter – Set up

132. Profile

133. Profile

134. Design

135. Design

136. Starting Up

137. Finding Follows

138. Finding Follows

139. Finding Follows

140. Following who you follow follows

141. Using Lists

142. Using #Hashtags

143. Using #Hashtags

144. Build your own Twitter Background in Powerpoint Adjust Page Setup for 20x12.5 Landscape Design your slide Save the slide as a .PNG File Upload the .PNG to Twitter Tweak it until the layour is right

145. www.twilert.com

146. Twitter Counter

147. YouTube Channel Set-Up

156. Which Blog Platform is For You?

157. Content Creation Tools

158. Sample Editorial Calendar

159. Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)

160. Photo Apps Instagram 100 Cameras in 1

161. Flickr Slideshows

162. Video Slideshows - Animoto http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player

164. Video Production - Stupeflix http://www.youtube.com/watch?v=XVfkyplkA00

165. Twitter Tool: Paper.li http://paper.li/merrillgardens

166. Distribution

167. Social Media Marketing - Time Commitshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed

168. Determining Level of Effort/Time/Money

170. Keeps stats on each of your channels that allows you to measure historically.

171. Limited plans are free and then paid plans offer increased reporting and site upload options.

172. http://www.tubemogul.comPage 158

173. Engagement

174. Twitter Tools - - Hootsuite

175. Twitter Tools - Hootsuite

176. Twitter Tools – TweetDeck

177. Twitter Tools – CoTweet

178. Twitter Tools - Seesmic

179. Analysis: What to Measure

181. Real-time data can be configured to listen and respond to UGC posts as they happen.

182. Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.

184. Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool

186. Dashboard built for analysts to do both qualitative and quantitative analysis.

187. Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.

189. Workflow tools are complicated to configure

191. Excellent video capture data

192. Email reporting capabilities are good.

195. Dashboard built for quantitative analysis.

196. Email reporting capabilities are good.

198. Workflow does not empower engagement

200. Flavors.me

201. About.me

202. DandyID

203. Contact Info

204. social3i Management Bios Andy Boyer Integrated Marketing Strategy & Planning As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts. He was a Principal at social media agency Spring Creek Group from 2007-2010, leading client campaigns inside Microsoft and other companies, developing short and long term social media strategies, and recruiting a team of Engagement Leads and Community Managers. His previous experience is highlighted by six years in e-commerce marketing at streaming media pioneer RealNetworks from 1996-2002. Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: andy@social3i.com Xavier Jimenez Integrated Marketing Research & Ideation Prior to co-founding social3i Xavier was Principal and Analytics Practice Head at social media agency Spring Creek Group in Seattle Washington. Xavier has worked with Fortune 500 brands like ubid.com, RealNetworks, American Greetings, T-Mobile and Microsoft to deliver deep consumer insights using emerging media measurement technologies. As chief social intelligence strategist, Xavier is tasked with qualifying and transforming raw data from online video, mobile advertising, widgets, blogs, social networks, and other user generated content into deep customer intelligence. Twitter: @xjimenezLinkedin: Add Xavier to your networkE-mail: xavier@social3i.com Colin Lamont Integrated Marketing & Mobile Campaigns Colin Lamont has 15 years direct marketing, e-commerce, and product management experience in helping build and grow consumer products and services. Most recently, he was the Vice President of Marketing at GotVoice, an Ignition Partners funded mobile solutions company that was successfully sold. An expert of integrated marketing, Colin leverages social media outreach to support direct marketing, branding, PR, speaking engagements and events to cost-effectively grow companies. Previously, Colin worked at RealNetworks, starting in 1995, & culminating as Director of Consumer Marketing for the RealGames and GameHouse divisions in 2006. Twitter: @social3i Linkedin: Add Colin to your networkE-mail: Colin@social3i.com

205. Thank You Web: http://www.social3i.com Blog: http://social3i.com/blog Twitter: @social3i Email: andy@social3i.com Slides: www.slideshare.net/social3i Facebook: www.facebook.com/social3i