www.social3i.com | Seattle Washington blog
Social Media Tips for Startups
July 2011
Presented by:
Andy Boyer and the Social3i team

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
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Resources for the eIQ:
Delicious.com/social3i
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About Us
• social3i is a small but nimble marketing services consultancy
• We provide Large-scale brand analysis, audience research and social
marketing programs for major global brands and mid-sized companies.
• Focus on social commerce and delivering ROI based programs, not just
brand impressions
• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-
backed startups, non-profits, and minor league baseball.
• Join us:
• www.Social3i.com
• www.Facebook.com/social3i
• Twitter: @social3i
Social Social
Intelligence & Ideation & Influencer Marketing
Insight Planning Marketing Program Competency
Development Training
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Today’s Agenda
• The Basics
• Social Media key terms, players, and success stories
• How companies are building and managing their
reputation through social networking sites
• Channels
• Examples of best practices in key social media channels
• Planning
• How to develop editorial calendars and steady streams
of programming
• Who to have manage your communties and how to
efficiently manage those programs
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www.social3i.com | Seattle Washington blog
Section 1: Basics
The Social Marketing Imperative
(Aka… Why are we doing this?)

News is happening 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
frontpage until 4:00 pm
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The Mainstream Has Adopted Twitter
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And Even a Higher Power than Oprah
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Our Commander in Tweet
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Marketing Budgets are Integrating Social
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Content moves from Social to mainstream
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Content moves from Social to mainstream
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Content moves from Social to mainstream
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You can mine social for cultural memes
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You can mine social for cultural memes
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Social Media is great for SEO
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What Can Happen if You Don’t Have a Social Presence…
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But you can’t go all social – you still need a permanent
hub to come back to. The Skittles Debacle.
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Day 2
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Day 3
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The Result
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Section 2: Best Practices
Part 1: Overview

Social Programs Span Across the Company
Marketing
• Understand what is being said about your brand, leverage data to
improve traditional marketing efforts
Sales
• Understand where to find more leads, and who influences your core
audiences
Research
• Crowdsource ideas faster and fill out missing pieces of data from
traditional research
Customer Service :
• Understand what issues customers are having, and where those
customers are going for solutions.
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Quiz Time: Basic Logos We Probably Know
Facebook Twitter YouTube LinkedIn Wordpress
Blogger Wikipedia Foursquare Tumblr Flickr
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Segmenting the Channels
(The Brian Solis Flower)
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A Brief Moment to Talk about Mobile and Tablets
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What does your web site look like on mobile devices?
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We’re not talking about this today unless you REALLY
want to….
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Section 2: Best Practices
Part 2: Case Studies - From Theory to Practice

WordPress
Why Blog?
Benefits
Best Practices
Themes
Plugins

Don’t Fear it – Just
produce content
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Facebook
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Why Facebook?

Why Facebook?

Why Facebook?

67% of B2C companies
41% of B2B companies
Are acquiring customers through Facebook.

How the Leading Global Brands use Facebook

Anything you can do on the web, you can do in Facebook
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Red Bull
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Golazo
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Golazo
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World Park Campaign
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How Levi’s Chose a Community Manager
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Buying Fans to Spur Awareness
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“Buying” Fans? – Papa John’s
• 150k fans Day 2
• 100k fans Day 1
• Levels off`
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Facebook Advertising
Choose your audience by
Social Advertising – Facebook location, age and interests.
Choose to pay only when people
click (CPC) or see your ad (CPM).
Connect with more than 500
million potential customers.
Promote your Facebook Page
or website.
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Twitter
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“Twitter Seems Dumb. Why is it so popular?”
• Ability to ping people who ordinarily wouldn’t
Access give you their phone number or email address
• Real time data - unfiltered
• Competive research
Info • Who knows who?
• Deep looks inside companies – who works there?
• Be funny
Fun • Show personality
• Talk about what you know
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Everyone is a potential reporter:
Live from Bin Laden’s House
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The key to Twitter is engagement with
people you don’t usually have access to
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The story of Frank
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The story of Frank
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The story of Frank
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The Taco Trucks….
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Nonprofits….
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A Local Hero - @MsBeerVendor
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A Local Hero - @MsBeerVendor
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Twitter
“Promoted Tweets are
Social Advertising – Twitter offered on a Cost-per-
Engagement (CPE) basis,
so you only pay when a
user Retweets, replies
to, clicks on or favorites
your Promoted Tweet.
Retweeted impressions
by engaged users are
free.
Just like regular Tweets,
the ones that users
engage with most tend
to be insightful,
conversational, fresh
and timely, and crafted
for sharing”
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YouTube
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YouTube Content cycles
• A video on YouTube gets
50% of its views in the
first 6 days it is on the
site, according to data
from analytics
firm TubeMogul.
• After 20 days, a YouTube
video has had 75% of its
total views.
• 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 views
http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-
2010-5#ixzz0vSdScBK1
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Blendtec
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WillItBlend
Channel Views: 5,647,785
Total Upload Views: 138,247,121
Joined: October 30, 2006
#33 - Most Subscribed (All Time) -
Directors
#64 - Most Viewed (All Time) -
Directors
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YouTube – Common Craft
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LinkedIn – IPO 2012…
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LinkedIn
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LinkedIn Maps
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LinkedIn Signal
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Social Advertising – LinkedIn
Social Commerce
Target by Geography, Company, Job Title, Groups, Gender, Age and more.
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Tumblr
http://today.tumblr.com
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Tumblr - Huggies
http://highchaircritics.com/
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Listening and Discovery - Going offsite to find
conversation already happening
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Why you need to be honest…
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Hosted Community: Dell Idea Storm
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Commercials that will never run on TV
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And We Still Haven’t REALLY Gotten To….
iPads
Apps
Flickr
Yelp
Biznik
Podcasts
Ustream
Groupon / Living Social
Digg / Reddit
Etc……
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Section 3:
Developing YOUR Campaign

Define a Goal
The Long Term Goal:
Giving customers a say
in developing, Influence
supporting and
evangelizing your brand
Melding social into your
overall marketing program
Integrate
Enagaging with fans, followers, press,
analysts and critics
Interact
Basic benchmarking, auditing and listening to conversation
about your brand, customers & products
Interest
Develop marketing and business plans without benefit of any data or
insights generated on the social web about you or competitors
Ignore
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What to Measure
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Determining Level of Effort/Time/Money
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What will you share with the community?
Eloqua on Slideshare.net
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Develop Internal Best Practices
Example: Best Practices for Company Blogging
Tip #1. Recruit multiple bloggers
Effective blogs are updated frequently. But many small marketing teams
struggle to find the time to continually feed the beast. Having multiple
contributors ensures your blog will be a compilation of multiple
viewpoints and relevant expertise that attracts a variety of readers. Tip
Tip #2. Enforce regular posting
Maintaining a consistent schedule is essential to a successful blogging
strategy. Get the CEO on board.
Tip #3. Share metrics and reward success
Run internal contests to single out the blogger whose post was shared
the most. Shares the metrics from the team’s blogging and social
efforts to show the rest of the company how important their
contributions are.
Source: Marketing Sherpa
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Mobile Content Capture
Instagram Color Zapd
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Take advantage of simple ways to build a nice hub -
About.me
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Use Tools - Hootsuite
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Use Tools - Tweetdeck
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Other Details
Evaluate internal staffing options and available
content.
Choose your social brand.
Set up a dedicated email address, lock down your urls.
Think of everything you do as a content opportunity
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11. Build Editorial Calendar
Editorial Calendar
Date Offline Retail Group Aggregated Blog Facebook (In Twitter (In YouTube Foursquare
Event Content on addition to addition to
Web Site general replies and
discussion) discussion)
Sun 1/10
Mon 1/11
Tues 1/12
Wed 1/13
Thurs 1/14
Fri 1/15
Sat 1/16
Sun 1/17
Mon 1/18
Tues 1/19
Wed 1/20
Thurs 1/21
Fri 1/22
Sat 1/23
Sun 1/24
Mon 1/25
Tues 1/26
Wed 1/27
Thurs 1/28
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Final Recap
Everyone is leveraging social marketing, and customers now EXPECT it.
Figure out who you want to reach, why you want to reach them, where they
can be reached, and what you want them to do when your each them.
There’s really no reason you WOULDN’t want a world where customers can
tell you what to fix, and ask you how they can help.
You have way more content opportunities than you know what to do with.
Use tools and programs that are being specifically built to help you.
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Contact Info

Thank You
Web: http://www.social3i.com
Blog: http://social3i.blogspot.com
Twitter: @social3i
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