Social Media Marketing Introduction & Pilot Plans for Client XYZ

Agenda Introductions What is Social Media Examples: Travel on Twitter Why it Matters Pilot for Client XYZ: Outline Plan Next Steps

Introductions

What is Social Media

Examples: Travel on Twitter

Why it Matters

Pilot for Client XYZ: Outline Plan

Next Steps

What is Social Media? Social Media: “ In its most basic sense, is a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)” – Brian Solis Its is the fastest growing channel* on the Internet. *By channel I mean vs. search, email, content site.

Social Media:

“ In its most basic sense, is a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)” – Brian Solis

Its is the fastest growing channel* on the Internet. *By channel I mean vs. search, email, content site.

Examples

Examples

Why Does it Matter? People are spending a significant amount of time on this channel. Which means other channels are getting less attention/time. Its Real Time: which means people interact very quickly (sometimes within minutes) It can drive engagement and ROI It magnifies other marketing channels, especially search This is a new ‘name space’ just like URLs (web site domains), time to stake out territory Companies are making money from Social Media in particular Twitter. For example Dell Computers ($1 Million as of Dec ’08…)

People are spending a significant amount of time on this channel. Which means other channels are getting less attention/time.

Its Real Time: which means people interact very quickly (sometimes within minutes)

It can drive engagement and ROI

It magnifies other marketing channels, especially search

This is a new ‘name space’ just like URLs (web site domains), time to stake out territory

Companies are making money from Social Media in particular Twitter. For example Dell Computers ($1 Million as of Dec ’08…)

More on Why it Matters Usage of Social Media has doubled in the last year (from Apr 08 or Apr 09) ~20% of all time online is now Social Media (vs. other activity); this time is coming at the cost of other media (but some users multitask such as with TV etc) In some demographics and groups this is much higher; heavy users access 30x a day 22.7% of UK mobile internet use is Social Media Twitter has grown 3,712% YoY Many Twitter users are network nodes (influencers)

Usage of Social Media has doubled in the last year (from Apr 08 or Apr 09)

~20% of all time online is now Social Media (vs. other activity); this time is coming at the cost of other media (but some users multitask such as with TV etc)

In some demographics and groups this is much higher; heavy users access 30x a day

22.7% of UK mobile internet use is Social Media

Twitter has grown 3,712% YoY

Many Twitter users are network nodes (influencers)

Total Time by Social Media by Major Site

Pilot for XYZ Objectives Drive sales Develop a social network Develop tools, process and ‘name space’ Increase awareness of XYZ Test best tool set and approach for a wider rollout across multiple locations Measurement Special Phone Number Sales/Deals Traffic Others TBD?

Objectives

Drive sales

Develop a social network

Develop tools, process and ‘name space’

Increase awareness of XYZ

Test best tool set and approach for a wider rollout across multiple locations

Measurement

Special Phone Number

Sales/Deals

Traffic

Others TBD?

Strategy Set Out ‘stall’ Setup accounts, start linking, following Tell existing network about this channel Discover Find relevant users, attract an audience Converse Start sharing information and tips Channels Twitter Blog Facebook Bookmarking (Delicious) Others TBD… Relevant verticals

Set Out ‘stall’

Setup accounts, start linking, following

Tell existing network about this channel

Discover

Find relevant users, attract an audience

Converse

Start sharing information and tips

Channels

Twitter

Blog

Facebook

Bookmarking (Delicious)

Others TBD… Relevant verticals