SOCIAL MEDIA MARKETING
Customer Powered Marketing

ABOUT THE PRESENTER
• Joey Shepp, Green MBA
Principal at Earthsite, Web Strategy
•
for Sustainable Brands
Internet Marketing Director for
•
Green Festival
Founder of Green Maven, The Green
•
Search Engine, and Open Brands,
Radical Transparency in Brand
Conversations

ROADMAP
• Fast Pace, Buckle Up
1. Trends
• Presentation Available Online
2. Concepts
• Save Questions for End
3. Case Studies
• Join our Email List
4. How To

TODAY,
WHO CONTROLS
A BRAND?

BEFORE
Brand Managers

AFTER
Customers

POWER SHIFT

SOCIAL MEDIA IS THE FUTURE
OF MARKETING

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

ONLINE MARKETING
Social Media
Website Online Advertising
Conversations
Brand
Referrals
Content Search Ads
Sharing
Registrations Display Ads
Ratings
Social Connections Affiliates
Reviews
Contact
Social Networks

INTERACTIVE MARKETING GROWTH

FACEBOOK GROWTH
Facebook has grown from
100 million to 200 million
users in less than 8 months.
If it were a country, it would
be bigger than Brazil.

10.0
7.5
5.0
The number of visitors to
the site in March more than
2.5
doubled to 9.3 million, up
from 4.3 million in February.
0
February 09 March 09
TWITTER GROWTH

SOCIAL MEDIA IS A
DISRUPTIVE TECHNOLOGY
Old School New School
B2C C2C
Top Down Bottom Up
Closed Open
Print Media Digital Media
One to Many Many to Many
Privacy Transparency
Advertisement Conversation

AN OPEN WORLD
Open Open Open Open
Culture Government Software Brands

SOCIAL MEDIA
Case Studies

iPhone
CNN
Starbucks
Apple
TOP SOCIAL BRANDS 2009

ZAPPOS CEO ON TWITTER
•CEO, Tony, talks about his
company, but also shares his
personality.
• Massive following
• Early success story in using
Twitter.
• Jumped on the new “I think the way to succeed in today’s world is to make
your business more personal. Twitter is also a great way
technology early. of doing that.”
-Tony, CEO of Zappos

CEO’S ON TWITTER

CHEVY VIDEO
CONTEST
What happened?
Chevy launches a YouTube campaign to submit user
generated videos promoting the Chevy Tahoe.
Backlash
Activists seize the opportunity to voice their
feelings about the Chevy Tahoe.
GM Fast Lane Blog
“Early on we made the decision that if we were to
hold this contest, in which we invite anyone to
create an ad, in an open forum, that we would be
summarily destroyed in the blogosphere if we
censored the ads based on their viewpoint. So, we
adopted a position of openness and transparency,
and decided that we would welcome the debate.”

MC DONALDS
CHANGES SLOGAN
Sign of the Times
Fitting with the “self expression” era of the
web, McDonalds changes it’s slogan to a
more personal line.
“We love to see you smile”
To
“i’m lovin’ it”

HOW DO I MAKE MY
BUSINESS OPEN?

THINKING OPEN

BENEFITS OF BEING OPEN
• Allowyour customers to do
your marketing for you
• Gaininnovation from your
customer feedback
• Quicker
response time to
customer concerns
• Build loyal customers

HOW BRANDS SHOULD
PREPARE
Don't Hesitate
•
Prepare For Transparency
•
Connect with Advocates
•
Evolve your Enterprise
•
Systems
Shatter your Brand Website
•

MEASURING SOCIAL MEDIA

NEW
METHODS
Social Media requires a new
way of thinking about
marketing, and moreover a
new way of thinking about
management.

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
•

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

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

SOCIAL MEDIA MARKETING
BASICS

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 Read Blogs
Webinars
Marketing Role
2. Setup Hire Agency Self-Setup
Self-Teaches
Hire Dedicated Marketing Role
30 minutes
3. Maintenance Social Media part time on Social
per day
Manager Media

BRAND MONITORING
• Google Analytics
• Google Alerts
• Tweet Beep

!
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.

!
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.

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

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

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Resources

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SOCIAL MEDIA MARKETING
CHEAT SHEET

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