Social Media:Integrating communication with creation to

open and expand relationships

Why Get Involved?

Present new approaches to marketing

Expand reach

Grow prospects/Build e-mail list

Increase search rankings

Crowdsource ideas

New Approaches to Marketing

Coca-Cola enhanced their marketing through theirbrand ambassadors and social connectivity

Expand Reach

Streetza Pizza gained national attention through social media

Grow Prospects

Twitter can provide connections locally and globally & applications allowaccess to valuable information that can turn into leads

Increase Search Engine Visibility

Social Search

Traffic & Links

Updated content

Crowdsource Ideas

Starbucks gained insights that led tonew products and loyal customers

Keys to a Successful SM Strategy

Create Goals and Objectives

Find Your Target

Choose Your Tools

Position Yourself

Appoint Personnel

Develop a Following

Work Towards Consistency

Make Improvements Through Metrics

Use Creativity

Create a Specific Strategy

Discussion is going on so start by listening and then:

Build relationships

Crowdsource ideas

Show personality

Increase customer service

Start Listening SocialMention Trackr Collecta Addictomatic

http://www.socialmention.com

Dell IdeaStorm Strategy: crowdsource

ideas, product marketing,creating community

Tool: Forum/microsite(other: online polls &contests)

Return: 12,996 ideas/contacts Promoted 699,919 times

87,870 comments posted

Dell on Twitter Strategy: answer questions,

provide offers, increase sales Tools: Twitter profiles Return: 6.5 million in revenue &

1.5 million followers

Best Buy Twelpforce

Strategy: communicate& engage with customers,empower employees

Tool: Twitter

Return:

over 14,000 followers

increased online reputation

increased inbound links tothe store

over 700 registeredemployees

http://www.youtube.com/watch?v=25zcavXj97I

Source: marketingROI blog

YouTube Demographics Men and women are

equally represented

The majority of peopleon YouTube arebetween 18-34

100 Million visitorsper month

5 Billion videostreams every month

Establish a target & Choose your tools

Source: Quantcast

Facebook Demographics There are 5% more

women on Facebook The fastest growing demographic

on Facebook is 35-49 More than 350

million active users More than 700,000

local businesseshave active Pageson Facebook

An average userspends more than55 minutes onFacebook per day

Source:Quantcast

Twitter Demographics Grew from 4 million

to 40 million in 2009 Estimated 23 million

monthly users in theUnited States

Fastest growing socialnetwork

100 million membersestimated for 2010

Specifically, 45-to-54-year-olds were 36% more likelythan average to visit Twitter,making them the highest-indexing age group

(source:e-marketer)

Source: Quantcast

Beyond Facebook and Twitter

http://socialmediab2b.com/2009/11/b2b-social-media-example-the-cree-led-revolution/http://www.creeledrevolution.com/

Blogging Benefits Enhances search rankings Allows for immense

customization Easy to use content

management system Builds reputation as a thought

leader Provides opportunity for

communication Adds a personal element to

your website

http://bloggers.com/blogs

Going Viral, Creating Buzz, Building Your Brand

Widget: Anapplication thatincludes a piece ofcode that can beeasily embeddedonto a third partysite.

Microsite: A sitethat exists outside ofits parent website. Adifferent URL usuallydifferentiates the twosites.

If you build it, they will come

E-marketer declares Facebook applications as the most effectivetactic for consumer oriented companies. 41.9% of B2C’s used thismethod of marketing.

Distinguish your Approach

Fun & Playful

Blunt & Humorous

Informative & Knowledgeable

Challenging & Personal

Appoint Personnel

Determine the Social Media team/individualand create a social media policy

Preparation & Policy

Train employees

Empower employees

Clearly define rules of engagement

Delegate social responsibility to the appropriate personnel

Create a contest

Create profiles on directories

Comment

Use hashtags

Create a contest

Communicate apromotion

Create profiles ondirectories

Comment

Use hashtags

Develop a Following

Create a Contest

Create Profiles on Directories

Comment

Use Hashtags

Work Towards Consistency

The Balancing Act

Twitter 3– 4 daily

Blogging 1 weekly

Commenting 2–3 daily

Facebook 1–2 daily

Measure & Improve Success

Check your objective

Refer to analytics/social monitoring tools

Track surveys/offers

The obvious: fans, followers, positive comments, etc.

Ask yourself these questions:

Are you causing a conversation?

Are your sales going up?

(Source: Robert Scoble, social media blogger)

With victories come defeats

Always listen first

Get involved—not just during a crisis

Understand when to respond

Review before responding

React quickly, honestly and calmly

Social Media Success

Doug Thielen from Qdoba:

Starting Qdoba’s Social Media Campaign

Listened and chose a platform

Played off of other campaigns

Focused on interaction

Started a social media team

Starkmedia’s Social Media Offering Analysis and proposal

Consultation and start-up

Development of SM applications