1.
Marketing Generalities
 Everyone wants:
 Leads
 Loyalty
 WOM
 Relationships
 To Know What’s Being Said
 What You Need To Get There
 Credibility
 Visibility
 Value
 Context

2.
So What’s The Problem?
 It’s like we’ve been dropped into the ocean and we’re asking
where the water is…
 We’re preparing for the war that just ended

3.
The Building Blocks
 Social Is Not A Thing, It’s More Like A Religion
 It Has Tenants & Followers, Believers and Detractors
 To Understand The Value You Must Understand The System

4.
The Philosophy of Social Integrated
Marketing
 Know The Context
 Understand Your Voice
 Social Identity
 Media Distribution Points
 Influencers
 Measurement Is A Must, Not A Luxury
 Me-Too Is The Biggest Scam Ever Invented
 Hope Is Not A Strategy

5.
How To Build A Social Program
 Know The Value You Can Offer To The Communities (linchpin)
 Visibility (your focus)
 Credibility
 Context
 If you have context, and you understand the value then all you
have to focus on is visibility – credibility comes when you’ve
visibly demonstrated value in context!

6.
Yeah, but which channels
 Facebook when you want to foster communication
 Twitter when you want to interact, or lead people to you
 LinkedIn when you can afford to seed thought leadership
without advertising
 Youtube when you have the tools & the time and your
message is volatile
 Google (SEO) when you have an understated value
 Google + when it makes sense to segment your audience
 Blogs – when understand your value to the common need

7.
The Social Networks (Channels)
 Facebook – It’s The Family Picnic
 Twitter – It’s Texting, Only One To Many & Public
 LinkedIn – It’s A Water Cooler For Ideas That Affect Jobs
 Youtube – It’s Two Way Television, Where The Newscaster &
The Audience Get A Vote
 Google – It’s The Bus Driver That Takes You Where You Want To
Go & Brings People To You
 Google+ - It’s Social Media Call Screening
 Blogs – The Convenience Store Of Ideas, Value Dictates
Revenue

8.
Define
 Define
 Your Objectives
 Your Audience
 Your Voice
 Your Channels
 Your Influencers
 Your Media Distribution Points
 Your Social Identity
 What A Social Conversion Is

9.
Align
 Align
 Know who the influencers are
 Know what they are talking about
 Know who the media distribution points
 How do they affect your brand/message/voice
 Know how well your competition is performing
 In what channels

10.
Measure
 Measure
 Track your social performance
 Understand the value of each social network to your brand
 You do this by understanding the value of the networks to your customers
 Conversions
 Social campaign performance relative to your competitors
 The highest performing media distribution points
 The highest performing influencers

11.
Analyze, Goals, Efficacy
 Crunch all of the data for previously un-yielded insights
 Set new goals based on performance, not hope
 Refine your approach to the point of high efficiency, using
better tools and faster processes

12.
Tactical Implementation
 Once You Know
 The Topics, Influencers & Brands that matter
 Picking the channel is EASY!
 What if I’m a novel brand and I’m creating a new trend?
 Next, the tools

13.
Free Tools
 Topical Tools
 VerticalPoint
 IceRocket
 Influencer Tools
 VerticalPoint (context)
 Klout (no context)
 Curation Tools
 Paper.li
 Scoop.it
 Automation Tools
 TwitterFeed
 RSS Graphitti

14.
What To Measure
 Mentions
 Traffic
 Audience
 Social Activity Volume
 What’s Most Important?

15.
What It Means
 Keyword attachment
 Traffic
 Audience
 Social Activity

16.
Example Campaign

17.
Questions
 Joshua Barnes - Director of Social Strategy
 @joshuaatbarnes joshua@socialmatica.com
 Mark Brenwall – VP of Customer Experience
 @markbrenwall mark@socialmatica.com

18.
The End