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 firstname.lastname@example.org
social3i Proprietary and Confidential 2
• 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
• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-
backed startups, non-profits, and minor league baseball.
• Join us:
• Twitter: @social3i
Intelligence & Ideation & Influencer Marketing
Insight Planning Marketing Program Competency
social3i Proprietary and Confidential 4
• The Basics
• Social Media key terms, players, and success stories
• How companies are building and managing their
reputation through social networking sites
• Examples of best practices in key social media channels
• How to develop editorial calendars and steady streams
• Who to have manage your communties and how to
efficiently manage those programs
social3i Proprietary and Confidential 5
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
social3i Proprietary and Confidential 7
Social Programs Span Across the Company
• Understand what is being said about your brand, leverage data to
improve traditional marketing efforts
• Understand where to find more leads, and who influences your core
• Crowdsource ideas faster and fill out missing pieces of data from
Customer Service :
• Understand what issues customers are having, and where those
customers are going for solutions.
social3i Proprietary and Confidential 24
Quiz Time: Basic Logos We Probably Know
Facebook Twitter YouTube LinkedIn Wordpress
Blogger Wikipedia Foursquare Tumblr Flickr
social3i Proprietary and Confidential 25
“Buying” Fans? – Papa John’s
• 150k fans Day 2
• 100k fans Day 1
• Levels off`
social3i Proprietary and Confidential 51
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
social3i Proprietary and Confidential 52
“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
social3i Proprietary and Confidential 54
Everyone is a potential reporter:
Live from Bin Laden’s House
social3i Proprietary and Confidential 57
The key to Twitter is engagement with
people you don’t usually have access to
social3i Proprietary and Confidential 58
A Local Hero - @MsBeerVendor
social3i Proprietary and Confidential 64
A Local Hero - @MsBeerVendor
social3i Proprietary and Confidential 65
“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.
by engaged users are
Just like regular Tweets,
the ones that users
engage with most tend
to be insightful,
and timely, and crafted
social3i Proprietary and Confidential 66
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
• After 20 days, a YouTube
video has had 75% of its
• 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
social3i Proprietary and Confidential 68
Define a Goal
The Long Term Goal:
Giving customers a say
in developing, Influence
evangelizing your brand
Melding social into your
overall marketing program
Enagaging with fans, followers, press,
analysts and critics
Basic benchmarking, auditing and listening to conversation
about your brand, customers & products
Develop marketing and business plans without benefit of any data or
insights generated on the social web about you or competitors
social3i Proprietary and Confidential 85
What will you share with the community?
Eloqua on Slideshare.net
social3i Proprietary and Confidential 88
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
Source: Marketing Sherpa
social3i Proprietary and Confidential 89
Take advantage of simple ways to build a nice hub -
social3i Proprietary and Confidential 91
Use Tools - Hootsuite
social3i Proprietary and Confidential 92
Use Tools - Tweetdeck
social3i Proprietary and Confidential 93
Evaluate internal staffing options and available
Choose your social brand.
Set up a dedicated email address, lock down your urls.
Think of everything you do as a content opportunity
social3i Proprietary and Confidential 94
11. Build 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
social3i Proprietary and Confidential 95
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.
social3i Proprietary and Confidential 96