SOCIAL MEDIA MARKETING
beginning-intermediate workshop

WELCOME TO EARTHSITE
• Web Strategy for Sustainable Brands
• Strategy and Branding
• Web Design and Development
• Social Media Marketing

ROADMAP
1. Concepts
2. Listening
3. LinkedIn
4. Facebook
5. Twitter

KEY CONCEPTS

WHAT IS SOCIAL MEDIA?
• Social Networking
• Online Video
• Blogging
• Ratings/Reviews
• Sharing Content

WHAT IS SOCIAL MEDIA?
• Disruptive
technology
• peer to peer
• real time
• near free
• fun/social

PEOPLE TRUST PEOPLE
What People Trust
80%
60%
40%
20%
World of Mouth
Editorial
0%
Advertising

IF YOU ARE NOT
TRANSPARENT
They Will See Right Through You

UNDERSTAND
SOCIAL CURRENCY
• Like a bank account, add social
capital, withdraw social capital.
• Generate valuable content,
share valuable content
• Become known as an expert in
your field
• Ask questions, answer questions,
respond to customers!
• Be noteworthy, stand out

RESOURCES NEEDED

SKILLS OF SOCIAL MEDIA
1. Strategy
2. Moderation
3. Blogging and Writing Skills
4. Creative and Production
5. Technical Development
6. Targeted Advertising
7. Search Engine Optimization
8. Analytics and Monitoring

RESOURCES NEEDED
Phase/Budget Corporate Small Biz Do it yourself
Workshops and
1. Strategy Hire Consultant
Webinars
Read Blogs
Marketing Role
2. Setup Hire Agency
Self-Teaches
Self-Setup
Hire Dedicated Marketing Role
30 minutes
3. Maintenance Social Media part time on Social
per day
Manager Media

SOCIAL MEDIA MARKETING
BASICS

START WITH LISTENING
• Google RSS Reader
• Google Analytics
• Google Alerts
• Tweet Beep

!
BASICS

!
Social Networking for
Professionals
Have your employees build full
Profiles on LinkedIn, which in turn
will build a powerful profile for your
company. Many features support
company business development: Join
professional groups, get advice from
peers, hire new employees, and get
introductions to key contacts.

SETUP
•Setup Complete Profile
•Import Address Book
•Join Groups
!

MAINTENANCE
•Ask for Introductions
•Get Recommendations
•Answer/Ask Business Questions
•Follow up with after networking
!

!
BASICS

!
It’s like a user profile,
but for your business
Create a Facebook Page for
your business and start
collecting Fans. Post photos,
videos and links for your Fans
to check out and comment on.
Build an active customer
community.

SETUP
•Setup and Configure Page
•Content and App Strategies
•Invite Friends to become Members
!

MAINTENANCE
•Produce Content
•Develop relationships with advocates
•Interact in Facebook Groups
!

BASICS

People Powered
Customer Support
Start a customer support
community. Add some of your
employees to the community.
Respond to all comments and see
how happy your customers are.

HOW TO TWITTER
How to Guide

WHAT IS TWITTER?
• Microblogging
• Real Time
• Public
• Always On

BASIC TWITTER USE
• Presence information
• Responses to others (@user)
• Sharing Links (tiny URL)
• Retweeting (RT)
• Direct Messages

BEST PRACTICES
• Get your user account NOW
• Tweet consistently, 1-6 per day
• Provide value to your community
• Increase ‘signal’ by using #hashtags

SETUP
•Setup Account Page
•Follow a ton of people
•Content/Value Strategy

MAINTENANCE
•Listen and Respond
•Measure
•Follow and Unfollow, Prune

KEY STRATEGIES
• Use Twitter Search for finding Customers
• Provide Exclusive Deals
• Provide links to free downloads
• Gather Feedback
• Identify Influencers

BEST APPS
• Twitter Search
• Bit.ly
• Open Brands
• Twitalyzer

RECOMMENDED
TWITTER APPS
PC Mac iPhone Blackberry
Tweetie
Tweet Deck
or Twhirl Tweetie Twitterberry
or Twhirl
or Tweet Deck

MEASURING SOCIAL MEDIA

NEW MEASUREMENTS
B2C C2C
Advertisement Conversation
Paid Per View Free / Viral
Page View Social Action
One Time Accumulates

TIPS FOR DOING SOCIAL
MARKETING RIGHT
• Social Media Marketing is worth more
• Don't pay for social marketing.
• Give out samples
• Give a place to talk about your product online publicly
• Ask questions to stimulate conversations
By Augustine Fou, ClickZ, Apr 9, 2009

SO WHAT'S THE ROI OF
MARKETING IN SOCIAL REALMS?
It's higher than traditional advertising because:
• Some social actions drive new revenues at no cost to the advertiser.
• No advertising costs are required to blast the ad out at people who
don't want it in the first place.
• Social actions archived online provide lasting and ongoing value to
future seekers of information at no extra cost to advertisers.
• There's a potential for amplification while traditional ads are over
once they air.
By Augustine Fou, ClickZ, Apr 9, 2009

KEY MEASUREMENTS
• Focus on Social Actions: Use traditional media to drive target
users online to do something -- take a social action -- not just arrive on a site.
• Measure Before and After: Measure social intensity
before and after to see if campaigns successfully caused target customers to take social actions --
rate, comment, share, recommend, etc..
• Accumulate Social Capital: Devise social actions that lead
to an accumulation of value for the community of users over time -- e.g. users rate and share tips
about restaurants -- Yelp.com. This builds an asset that has lasting value.
By Augustine Fou, ClickZ, Feb 11, 2009

GO FURTHER
Resources

FOLLOW US ON
@earthsite
@joeyshepp
@openbrands