Social Media Marketing 101

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An introduction to social media marketing. Namely: what it is, the best practices for using it, and how to measure it's ROI.

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  • Social Media Marketing 101

    1. 1. SOCIAL MEDIA MARKETING WHAT IT IS, AND HOW TO USE IT
    2. 2. WHO IS THE SUPERGROUP?
    3. 3. WHO IS THE SUPERGROUP? EXPERTISE:
    4. 4. WHO IS THE SUPERGROUP? EXPERTISE: Using interactive technology to effectively market brands online.
    5. 5. WHO IS THE SUPERGROUP? EXPERTISE: Using interactive technology to effectively market brands online. HOW WE USE SOCIAL MEDIA:
    6. 6. WHO IS THE SUPERGROUP? EXPERTISE: Using interactive technology to effectively market brands online. HOW WE USE SOCIAL MEDIA: We leverage social media as a channel
    7. 7. WHAT IS SOCIAL MEDIA?
    8. 8. WHAT IS SOCIAL MEDIA? “Social Media is like teenaged sex - Everybody wants to do it. Knowbody knows how. When it’s finally done there is surprise it’s not better.”
    9. 9. WHAT IS SOCIAL MEDIA? “Social Media is like teenaged sex - Everybody wants to do it. Knowbody knows how. When it’s finally done there is surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist, Google.
    10. 10. WHAT IS SOCIAL MEDIA? “Social Media is like teenaged sex - Everybody wants to do it. Knowbody knows how. When it’s finally done there is surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist, Google.
    11. 11. WHAT IS SOCIAL MEDIA? “Social Media is like teenaged sex - Everybody wants to do it. Knowbody knows how. When it’s finally done there is surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist, Google. “You can’t just say it. You have to get people to say it to each other.”
    12. 12. WHAT IS SOCIAL MEDIA? “Social Media is like teenaged sex - Everybody wants to do it. Knowbody knows how. When it’s finally done there is surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist, Google. “You can’t just say it. You have to get people to say it to each other.” - James Farley, CMO Ford
    13. 13. WHAT IS SOCIAL MEDIA?
    14. 14. WHAT IS SOCIAL MEDIA? PART OF WEB 2.0 Open content. Open access. Adaptive and constantly changing.
    15. 15. WHAT IS SOCIAL MEDIA? PART OF WEB 2.0 Open content. Open access. Adaptive and constantly changing. TWO SIDED COMMUNICATION Not one-to-many, but many-to-many. Speaking, but also listening.
    16. 16. WHAT IS SOCIAL MEDIA? PART OF WEB 2.0 Open content. Open access. Adaptive and constantly changing. TWO SIDED COMMUNICATION Not one-to-many, but many-to-many. Speaking, but also listening. WHAT’S THE PURPOSE? To easily engage and communicate with your online customers and/or target audience, in order to adapt to their demands, gain their loyalty, generate buzz and ultimately drive sales.
    17. 17. WHY SHOULD YOU USE SOCIAL MEDIA?
    18. 18. WHY SHOULD YOU USE SOCIAL MEDIA? “You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media... The old media paradigm was PAY to PLAY. Now you get back what you authentically put in. You’ve got to be willing to PLAY to PLAY.”
    19. 19. WHY SHOULD YOU USE SOCIAL MEDIA? “You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media... The old media paradigm was PAY to PLAY. Now you get back what you authentically put in. You’ve got to be willing to PLAY to PLAY.” - Alex Bogusky, Co-Chairman, CP&B
    20. 20. WHY SHOULD YOU USE SOCIAL MEDIA? “You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media... The old media paradigm was PAY to PLAY. Now you get back what you authentically put in. You’ve got to be willing to PLAY to PLAY.” - Alex Bogusky, Co-Chairman, CP&B
    21. 21. WHY SHOULD YOU USE SOCIAL MEDIA? “You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media... The old media paradigm was PAY to PLAY. Now you get back what you authentically put in. You’ve got to be willing to PLAY to PLAY.” - Alex Bogusky, Co-Chairman, CP&B “Think of [Social Media] as the canary in the coal mine.” - Morgan Johnston, Jetblue Airways
    22. 22. TYPES OF SOCIAL MEDIA OUTLETS
    23. 23. TYPES OF SOCIAL MEDIA OUTLETS BLOGS Word Press, Blogger, etc.
    24. 24. TYPES OF SOCIAL MEDIA OUTLETS BLOGS Word Press, Blogger, etc. MICRO BLOGS Twitter
    25. 25. TYPES OF SOCIAL MEDIA OUTLETS BLOGS Word Press, Blogger, etc. MICRO BLOGS Twitter SOCIAL NETWORKS FaceBook, MySpace
    26. 26. TYPES OF SOCIAL MEDIA OUTLETS BLOGS Word Press, Blogger, etc. MICRO BLOGS Twitter SOCIAL NETWORKS FaceBook, MySpace MEDIA SHARING YouTube, Flickr
    27. 27. TYPES OF SOCIAL MEDIA OUTLETS BLOGS Word Press, Blogger, etc. MICRO BLOGS Twitter SOCIAL NETWORKS FaceBook, MySpace MEDIA SHARING YouTube, Flickr SOCIAL NEWS & LINKS Digg, Delicious, etc.
    28. 28. TYPES OF SOCIAL MEDIA OUTLETS BLOGS Word Press, Blogger, etc. MICRO BLOGS Twitter SOCIAL NETWORKS FaceBook, MySpace MEDIA SHARING YouTube, Flickr SOCIAL NEWS & LINKS Digg, Delicious, etc. OTHER SOCIAL MEDIA OUTLETS Forums, Customer Review Sites, Virtual
    29. 29. BLOGGING
    30. 30. BLOGGING WHAT IS IT?
    31. 31. BLOGGING WHAT IS IT? A Content Management System. (Blog = Webpage)
    32. 32. BLOGGING WHAT IS IT? A Content Management System. (Blog = Webpage) Your Social Media Hub.
    33. 33. BLOGGING WHAT IS IT? A Content Management System. (Blog = Webpage) Your Social Media Hub. Home for long-form publications and information sharing.
    34. 34. BLOGGING WHAT IS IT? A Content Management System. (Blog = Webpage) Your Social Media Hub. Home for long-form publications and information sharing. Push and pull content and features from your other social media outlets.
    35. 35. BLOGGING WHAT IS IT? A Content Management System. (Blog = Webpage) Your Social Media Hub. Home for long-form publications and information sharing. Push and pull content and features from your other social media outlets. Two way street - Remember to
    36. 36. MICRO-BLOGGING (TWITTER)
    37. 37. MICRO-BLOGGING (TWITTER) WHAT IS IT? Share thoughts in 140 characters or less. The “circulatory system” of viral marketing.
    38. 38. MICRO-BLOGGING (TWITTER) WHAT IS IT? Share thoughts in 140 characters or less. The “circulatory system” of viral marketing. HOW DOES IT DIFFER FROM STANDARD BLOGGING? Real-time, constant updates. Informal, live conversations vs prepared monologues.
    39. 39. MICRO-BLOGGING (TWITTER) WHAT IS IT? Share thoughts in 140 characters or less. The “circulatory system” of viral marketing. HOW DOES IT DIFFER FROM STANDARD BLOGGING? Real-time, constant updates. Informal, live conversations vs prepared monologues. HOW PEOPLE USE IT To share ongoing opinions, thoughts, and useful info.
    40. 40. MICRO-BLOGGING (TWITTER) WHAT IS IT? Share thoughts in 140 characters or less. The “circulatory system” of viral marketing. HOW DOES IT DIFFER FROM STANDARD BLOGGING? Real-time, constant updates. Informal, live conversations vs prepared monologues. HOW PEOPLE USE IT To share ongoing opinions, thoughts, and useful info. WHY YOU SHOULD CARE
    41. 41. SOCIAL NETWORKING (FACEBOOK, MYSPACE)
    42. 42. SOCIAL NETWORKING (FACEBOOK, MYSPACE) WHAT IS IT? Social Networks are about personality and people - what makes someone who they are. Their interests, achievements, major milestones and memories are captured and shared with their closed network of friends and family.
    43. 43. SOCIAL NETWORKING (FACEBOOK, MYSPACE) WHAT IS IT? Social Networks are about personality and people - what makes someone who they are. Their interests, achievements, major milestones and memories are captured and shared with their closed network of friends and family. WHAT’S IT FOR? Socializing & Narcissism
    44. 44. SOCIAL NETWORKING (FACEBOOK, MYSPACE) WHAT IS IT? Social Networks are about personality and people - what makes someone who they are. Their interests, achievements, major milestones and memories are captured and shared with their closed network of friends and family. WHAT’S IT FOR? Socializing & Narcissism HOW SHOULD MARKETERS USE IT? To build an online “fan base” of people who have a personal connection to your
    45. 45. MEDIA SHARING (YOUTUBE, FLICKR)
    46. 46. MEDIA SHARING (YOUTUBE, FLICKR) WHAT IS IT Tools to house and distribute media (Photos, movies, slideshows, music, etc)
    47. 47. MEDIA SHARING (YOUTUBE, FLICKR) WHAT IS IT Tools to house and distribute media (Photos, movies, slideshows, music, etc) REMEMBER, MEDIA SHARING IS STILL SOCIAL NOT a broadcast hub - to be effective, interact with other media sharing users. Highlight other users’ content. Respond to posts that relate to your brand.
    48. 48. SOCIAL NEWS & LINKS (DIGG, DEL.ICO.US)
    49. 49. SOCIAL NEWS & LINKS (DIGG, DEL.ICO.US) WHAT IS IT A way to share interesting links and content, which is then categorized and voted on to establish quality. The most actively shared and recommended content is then featured on a “What’s Hot” list.
    50. 50. SOCIAL NEWS & LINKS (DIGG, DEL.ICO.US) WHAT IS IT A way to share interesting links and content, which is then categorized and voted on to establish quality. The most actively shared and recommended content is then featured on a “What’s Hot” list. WHY YOU SHOULD CARE Becoming featured on a “What’s Hot” list can equate to an overwhelming (but short lived) increase in web traffic. However, sites like these have very little impact on
    51. 51. OTHER SOCIAL MEDIA CHANNELS
    52. 52. OTHER SOCIAL MEDIA CHANNELS FORUMS One of the older social mediums, these sites that feature “topical threads” are still very popular, especially in niche markets.
    53. 53. OTHER SOCIAL MEDIA CHANNELS FORUMS One of the older social mediums, these sites that feature “topical threads” are still very popular, especially in niche markets. CUSTOMER REVIEWS Trip Advisor, Kudzu, etc. If you have a consumer product or service, you need to be responding to the feedback being posted on these sites - because most of it is negative.
    54. 54. SOCIAL MEDIA BEST PRACTICES
    55. 55. SOCIAL MEDIA BEST PRACTICES CONNECT • Unify your social media approach. Build and grow your web of customers.
    56. 56. SOCIAL MEDIA BEST PRACTICES CONNECT • Don’t just reach • Unify your social someone once - media approach. add them to your Build and grow network and your web of maintain contact. customers. “Sticky CTA.” PUBLISH CONTENT • Make sure your message is relevant/useful/ personal.
    57. 57. SOCIAL MEDIA BEST PRACTICES CONNECT • Don’t just reach • Unify your social someone once - media approach. add them to your Build and grow network and your web of maintain contact. customers. “Sticky CTA.” PUBLISH CONTENT LISTEN • Make sure your • Eavesdrop. Gauge message is reaction. What do relevant/useful/ people think about personal. your brand?
    58. 58. METRICS AND ROI
    59. 59. METRICS AND ROI “When I’m asked about the ROI of Social Media, sometimes an appropriate response is... What’s the ROI of your phone?”
    60. 60. METRICS AND ROI “When I’m asked about the ROI of Social Media, sometimes an appropriate response is... What’s the ROI of your phone?” - Erik Qualman. Author SocialNomics
    61. 61. METRICS AND ROI “When I’m asked about the ROI of Social Media, sometimes an appropriate response is... What’s the ROI of your phone?” - Erik Qualman. Author SocialNomics
    62. 62. METRICS AND ROI “When I’m asked about the ROI of Social Media, sometimes an appropriate response is... What’s the ROI of your phone?” - Erik Qualman. Author SocialNomics “Customer engagement has become a metric to be reckoned with, where failing to engage consumers via community and social media will have negative brand and bottom- line implications.”
    63. 63. METRICS AND ROI “When I’m asked about the ROI of Social Media, sometimes an appropriate response is... What’s the ROI of your phone?” - Erik Qualman. Author SocialNomics “Customer engagement has become a metric to be reckoned with, where failing to engage consumers via community and social media will have negative brand and bottom- line implications.” - Lauren Freedman, president of The E- tailing Group.
    64. 64. METRICS AND ROI
    65. 65. METRICS AND ROI TRACK IMPACT, IDENTIFY KEY PERFORMANCE INDICATORS Google Analytics (“On site” measurement) Tweets and Trackbacks (Qualitative and Quantitative) Views (Media) Number of fans/followers/friends Ratings / Votes (Digg, delicious, etc)
    66. 66. METRICS AND ROI TRACK IMPACT, IDENTIFY KEY PERFORMANCE INDICATORS Google Analytics (“On site” measurement) Tweets and Trackbacks (Qualitative and Quantitative) Views (Media) Number of fans/followers/friends Ratings / Votes (Digg, delicious, etc) MEASURE ROI
    67. 67. METRICS AND ROI Brand Investment Agency Execution Audience Reaction Non-Financial Impact Financial Impact (Soft Metrics) (Hard Metrics) Measurement Measurement Increased Web Traffic Observers Brand Impressions Awareness Gross Sales Increased Customers Sales Coupon Redemption Promo Codes Twitter Followers Increased FaceBook Fans Subscribers Customer Mailing List Engagement Tweets Blog Mentions Increased FaceBook Posts Influencers Brand Email Forwards Discussion (Metric x Conversion Rate x Average Sale) Revenue Gain = Intangible ROI = Tangible ROI Investment Investment
    68. 68. RECAP
    69. 69. RECAP SOCIAL MEDIA IS THE FUTURE OF THE WEB Lines will blur, functionality will overlap
    70. 70. RECAP SOCIAL MEDIA IS THE FUTURE OF THE WEB Lines will blur, functionality will overlap ABANDON OLD PARADIGMS Don’t use social media as a “broadcast outlet.” Don’t duplicate your website’s content. Site traffic is no longer the most
    71. 71. RECAP
    72. 72. RECAP LISTEN TO YOUR CUSTOMERS Gain insight Adapt quickly Encourage UGC
    73. 73. RECAP LISTEN TO YOUR CUSTOMERS Gain insight Adapt quickly Encourage UGC BUILD BRAND LOYALTY AND CUSTOMER SATISFACTION React to customers directly Curb opinion & put out fires
    74. 74. RECAP
    75. 75. RECAP AND FINALLY... Remember that Social Media is most effective when utilized in conjunction with your other marketing efforts, and that the ultimate goal is always to increase profits by improving communication with your customers. “Our head of social media is the customer” - McDonalds.
    76. 76. THANK YOU THIS CONCLUDES OUR PRESENTATION Contact: Chris Wallace chris.wallace@thesupergroup.com 404.835.6921 www.TheSuperGroup.com

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