Social Media Marketing:
A 12 Step Program for the
Traditional Media Addicted

Go ahead. Ask the
stupid question.

What exactly is Web 2.0 ?

What exactly is Web 2.0
> Connecting with others

What exactly is Web 2.0
> Connecting with others
> Collaborating with others

What exactly is Web 2.0
> Connecting with others
> Collaborating with others
> Reacting to others e.g.: forums, ratings, reviews

What exactly is Web 2.0
> Creating content

What exactly is Web 2.0
> Creating content
> Organizing content

What exactly is Web 2.0
> Creating content
> Organizing content
> Consuming content

Step 1: Get your head out
of the sand.

Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing

Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing
> Your customers are there with or without you

Step 1: Get your head out
of the sand.
> Social media adoptions rates are skyrocketing
> Your customers are there with or without you
> There has been a paradigm shift

Step 2: Stop dabbling.

Step 2: Stop dabbling.
> Strategy still reigns supreme.

Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.

Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE

Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES

Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES
o STRATEGY

Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES
o STRATEGY
o TECHNOLOGY

Step 2: Stop dabbling.
> Strategy still reigns supreme.
> The tenets of marketing have not changed.
o PEOPLE
o OBJECTIVES
o STRATEGY
o TECHNOLOGY
> You don’t need to understand the
ever-changing technology landscape.

Step 3: Assign the right
person to oversee it.

Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?

Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?
> Who manages the brand voice?

Step 3: Assign the right
person to oversee it.
> Who do you normally trust with your brand?
> Who manages the brand voice?
> Who develops your content?

Step 4: Get help to create a
plan and a budget.

Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan

Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan
> Budget for human resources

Step 4: Get help to create a
plan and a budget.
> Engage all your marcom resources to create a plan
> Budget for human resources
> Budget for training

Step 5: Really understand
your audience.

Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic

Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic
> What are they technologically ready for?

Step 5: Really understand
your audience.
> Demographic, psychographic, sociographic, technographic
> What are they technologically ready for?
> How are they most likely to use social media?
http://www.forrester.com/Groundswell/ladder.html

Step 6: Set objectives.

Step 6: Set objectives.
> Create a baseline as a starting point

Step 6: Set objectives.
> Create a baseline as a starting point
> Qualitative goals

Step 6: Set objectives.
> Create a baseline as a starting point
> Qualitative goals
> Quantifiable objectives

Step 7: Decide on strategies
that will meet your goals.

Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.

Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.

Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Converting your customers to brand advocates.

Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Converting your customers to brand advocates.
> Creating community for your customers.

Step 7: Decide on strategies
that will meet your goals.
> Listening to your customers.
> Talking to your customers.
> Converting your customers to brand advocates.
> Creating community for your customers.
> Engaging your customers.

Step 8: Choose your
partners.

Step 8: Choose your
partners.
> Agencies

Step 8: Choose your
partners.
> Agencies
> Technology providers

Step 9: Determine tracking
and success metrics.

Step 9: Determine tracking
and success metrics.
> Benchmarking

Step 9: Determine tracking
and success metrics.
> Benchmarking
> New forms of measurement, get creative

Step 9: Determine tracking
and success metrics.
> Benchmarking
> New forms of measurement, get creative
> Be clear

Step 10: Be open to new
technology, but don’t get
sidetracked.

Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid

Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid
> Be patient

Step 10: Be open to new
technology, but don’t get
sidetracked.
> Be aware that change is rapid
> Be patient
> Go back to POST

Step 11: Stop reading and
stressing. Start participating.

Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site

Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend

Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog

Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog
> Set up a Flickr account

Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog
> Set up a Flickr account
> Create del.icio.us bookmarks

Step 11: Stop reading and
stressing. Start participating.
> Join any social networking site
> Watch YouTube three “most viewed” videos each day.
Forward one to a friend
> Contribute or create a blog
> Set up a Flickr account
> Create del.icio.us bookmarks
> Join Digg and start by digging stories

Step 12: Learn and use
some best practices.

Step 12: Learn and use
some best practices.
> Be consistent

Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience

Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be

Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart

Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart
> Don’t monopolize the conversation

Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart
> Don’t monopolize the conversation
> Listen and add value

Step 12: Learn and use
some best practices.
> Be consistent
> Embrace and engage your audience
> Act human and your audience will allow you to be
> Assume your audience is smart
> Don’t monopolize the conversation
> Listen and add value
> Be honest and respectful