Leveraging the Power of Social Media Marketing

What you’ll learn today:
• Who is this Jeff guy?
• What IS social media marketing (SMM)?
• How SMM can help your business
• How to best leverage the top 3 SMM sites
• Creating a Social Media Marketing Campaign
• Time management

Who is this Jeff guy?
Jeff Bernheisel:
Marketing Coordinator – Inman News
•Oversee marketing for 5 divisions
•Actively use e-mail marketing, Blogging, Twitter,
LinkedIn and Facebook
E-mail/web marketing since 1995
•Started a T-shirt design company in high school
•6 years in the mortgage business
•2 years marketing for title/escrow company
Founder of Young Professionals of Vancouver
Related Education
•Graduated from PSU - 2002
•Triple Major: Marketing, Business Management,
ISQA

What IS social media marketing (SMM)?
Social media marketing is an engagement with online communities to
generate exposure, opportunity and sales.
Listen first, engage slowly!

How can SMM help your business?
Begin an online dialog
Create new relationships
Strengthen current relationships
Revive former relationships
Reputation management
Create transparency
Provide value
Stop chasing clients, attract them!

Join my professional network!
40 million members
Executives from all Fortune 500 companies are LinkedIn members
A new member joins LinkedIn approximately every second
About half of LinkedIn members are outside the U.S.

Join my professional network!
Get connected – discover new connections
Build an online resume – searchable by employers
Search for jobs – positions posted daily
Create events – network IRL (in real life)
Ask questions – get answers
Create or join discussion groups – provide value
Get and give recommendations - testimonials
Recommendations: You gotta give, before you get!

Facebook: Not just for college kids anymore!
More than 200 million active users
More than 100 million users log on to Facebook at least once each day
More than two-thirds of Facebook users are outside of college
The fastest growing demographic is those 35 years old and older
Average user has 120 friends
More than 850 million photos uploaded to the site each month
More than 3.5 billion minutes are spent on Facebook each day (worldwide)

Facebook: Not just for college kids anymore!
Same basic principles as LinkedIn – networking/connections
Build your own community – create a network of likeminded professionals and targets
Organize your “friends” – create groups of friends, clients, targets, etc.
Status Updates/Comments – provide value, ask questions, create open dialog
Create Events – take it offline, meet up IRL
Built in CRM – contact info and birthdays
Create Groups/Pages – build a community for your business/brand
Advertise – inexpensive and highly targeted advertising available
Add some personality – status updates, photos, videos, etc.
Be careful mixing business with pleasure!

Would you put these images on your desk?

Tweet Twit Twhat? What the hell is Twitter?
Called the telegraph system of web 2.0
Microblogging – mix of IM and blogging
Currently the fastest growing online community (1300% in 12 months)
Approximately 7 million unique visitors
5-10 thousand new accounts created daily
Largest age group 35-49 (42% of audience)
Average user has 70 followers

What can Twitter do for me?
Drive traffic to your blog
Expand your sphere of influence/network
Brand monitoring
Real time search
Allow transparency

Making the Most of Twitter
Keep it Running – Twhirl, TweetGrid, bDule
Connect with Friends – search by name or email address
Connect with Locals – TwitterLocal, TwellowHood
Grow your following – engage others, Mr. Tweet, Twitter Search
Take it with you – mobile apps for iPhone (Tweetie) and BlackBerry (TwitterBerry)

Making the Most of Twitter

Common Theme

Creating a Social Media Marketing
Campaign

Creating a Social Media Marketing
Campaign

Creating a Social Media Marketing
Campaign

Creating a Social Media Marketing
Campaign

Creating a Social Media Marketing
Campaign

Creating a Social Media Marketing
Campaign

Finding the Time
Morning Routine (about an hour):
Check email – use Xobni to add any new email contacts to LinkedIn and
Facebook, monitor throughout the day
Start Twhirl or bDule – check Twitter search terms for overnight activity, return
messages/DM’s, update facebook and twitter status throughout the day
Check LinkedIn group – delete spam, contribute to any new discussions –
twice a day
You get out what you put in!

Q+A