Introduction to Social
Media Marketing
Session 1

What Will We Achieve Today?
 This session will give you a brief
overview of how to build, implement,
monitor and continuously improve an
effective social media strategy.

Social Media –what is it really?
• Wikipedia:“Social media is an umbrella term
that defines the various activities that
integrate technology, social interaction, and
the construction of words and pictures.”
• Which means: It is information that is
published where anyone can add to that
information

Impact of Social Media
• Facebook: 200 million active users: 50% of
these users log on to Facebook at least once
each day
• YouTube – Google’s YouTube streams 1.2
billion videos per day worldwide
• Twitter: 1.9million-the average number of
tweets per day

Why Social Media Marketing?
 In today’s ever more competitive and
Web-driven World, social media are an
increasingly powerful set of tools to build
the revenues of farsighted companies in
every field.

Dell and Twitter
 Dell reported that since
2007 Twitter had generated
an additional $3 million in
sales, with more than a
million dollars in sales in
2009 so far.
 Sales were generated by
combining Twitter-exclusive
offers (they have a following
of 600,000)with a viral
website.

Audience Participation
 Word of Mouth 1.

Social Marketing Avenues
Photo Sharing Video Blogs and
Conferencing Microblogs
Video Sharing Content Virtual Worlds
Communities
Shared Forums Interest Groups
Bookmarking
Podcasting Social Wikis
Shopping
Videocasting Social Widgets
Networking

Research Your Target Market
 Research Target Market Social
Behaviours
• You Must Identify the Social Behaviours of
Your Target Market. Understanding and
defining your target market is a critical – even
foundational step you must take for your
business to succeed.

Segment the Market
 Segment the Market – each market
segment may have different social
behaviours – golf example

Implement Keyword Strategy
 Implement Keyword Strategy
• Define Keywords
• Search for Evidence of Market using
keywords on social networking, social
bookmarking and social shopping sites
• Record Social Behaviours – Record the off
and online areas in which your market is most
active

Social Marketing Strategy
 Review Target Market Behaviour
 Indentify Niche Social Sites

Niche Social Sites
Niche Social Sites
eg:
 ArmchairGM (Sports)  Hugg (Environment)
 Blogs4God (Christian)  Meme or Lame
 Babblz (Parenting) (Gadgets)
 Game Diggity (Game
 Sk-rt (Lifestyle)
Videos)  Sphinn (Search Engines
 Hacker News (Web and Online Marketing)
Development)  Stylehive (Fashion)

Core Social Sites
 Identify Core Social Sites

Core Social Sites
 Facebook.com  Digg.com
 Squidoo.com  Technorati.com
 HubPages.com  MyBlogLog.com
 StumbleUpon.com  Propellor.com
 Mashable.com  Mixx.com

Warning!!
 Limit yourself to three Niche Social sites
and three Core Social sites, otherwise
you will be overwhelmed by the tasks.
 There are hundreds of social networking,
bookmarking, shopping and similar sites.
You can always add more later!

Establish Core Social Media
Foundation
 Social Media can be overwhelming
 By establishing and sticking with a core
foundation of core media practices you
can jump ahead of 95% of your
competitors

Engage in Social Conversations
 Implement your social marketing strategy
by submitting ‘valuable’ content and
offering useful participation in
conversations taking place in your
chosen social marketing avenues

Use Video
 The most effective media to engage your
readers and followers is video.
 The intelligent use of video will ensure
maximum social media effectiveness for
your message.

Monitor and Analyse Social
Integration Points
 Set up free or paid-for monitoring
services
 Use these tools to monitor your core
keywords
 Check for negative conversations
 Check for positive statements
 Monitor competitor/industry
conversations

Implement Brand Reputation
Monitoring
 Be aware of the potential negatives of
social media involvement – monitor your
brand reputation at all times
 Set up monitoring to keep an eye on the
competition too!

Social Effectiveness
Measurement
 A social marketing strategy, like any
other business process, must be
measured against organisational
objectives using a defined set of metrics:
e.g. brand awareness;
advertising/marketing;
customer support issues

How Social Media Serves and
Supports Small Business
 Communication: it helps build
relationships – the theory of 7 ‘touches’
 Collaboration: it empowers the customer
– they are involved in the process
 Entertainment: Social Media is fun!

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