1. Social Media Marketing
February 23, 2010

2. Agenda
 9:00 – 9:10 Introductions & set-up
 9:10 – 10:00 Social Media Strategic Planning
 10:00 – 10:50 Twitter & Hootsuite
 10:50 – 11:00 Break
 11:00 – 11:50 Facebook
 11:50 – 12:00 Wrap-up & final questions

4. Social Media Strategic Planning
 Objectives
 Target Audience
 Strategy & Tactics
 Measurement

5. Objectives
 Business objectives (quantify)
− Acquire [xx] new customers
 SM Marketing objectives
− Build my network
− Generate leads
− Increase website traffic

6. General Motors SM Objectives
 Become more responsive to consumer audiences
 Incorporate consumer feedback into our organization
more quickly and effectively
 Make our brand a little more “human” to the outside
world, and show people the smarts, personality and
passion of the people behind our logo

7. Target Audience
 Who are you talking to
− Male / Female / Age range
− Technical / social media savvy
 Purchase process
− Researching
− Decision
− Advocate

8. Research
 Survey your customers
− Demographics
− Why choose to work with you
− Want to see/hear from you
− Would recommend to friend

10. Website Audit
 Website stats analysis
− Visitors (local / out of provice)
− Source of traffic / Referring sites
− Keywords
− Entry / exit pages
− Bounce rate

11. Site Audit

12. Site Overlay

13. Strategy / Tactics (examples)
 Demonstrate expertise
− Blog + Twitter
 Increase awareness
− Facebook Page + advertising
 Generate leads
− Request an evaluation / market analysis

14. SM Strategy Breakdown
1. Content
2. Engagement
3. Management
4. Measurement

15. SM Strategy Breakdown
1. Content
− Plan compelling, valuable content
− Content types: copy, images, video
− Create list of relevant blogs
− Follow category, customers, competitors
− RSS feeds
− 5 buckets

17. Five Buckets
1. SEO
2. Analytics
3. Social Media
4. Facebook
5. Twitter
6. Blogging
7. Local

20. SM Strategy Breakdown
2. Engagement
− Determine tools (Blog, Facebook, Twitter,
Linkedin, YouTube)
− Set-up and / or optimize accounts
− Network building (Find people, search, groups,
tweetups)
− Social media ready website
− Be “social” …

22. Let’s get social…

25. Tweet Rule
10 : 1
Value-add : Marketing

26. As you get social
don’t become a
“Cisco Fatty”

28. SM Strategy Breakdown
3. Management (tools & systems)
− Identify resources
− Hootsuite
− System
− Monitor
− Engage
− Publish
− Weekly evaluation

31. SM Strategy Breakdown
4. Measurement & Monitoring
− Google analytics
− Hootsuite
− Facebook
− Google Alerts / ScoutLabs

32. Hootsuite Stats

33. Social Media
 Marketing opportunities
− Partner with related businesses for tweetups,
cross promotions
− Twitter handle on signage
− Promote Events / Open Houses on Facebook /
Linkedin
− Photo / video opp’s

39. A few more ideas…
− Write a blog about your profession
− Take category related pictures & post to your blog
− Do interview videos with people from your industry
− Host tweetups for prospective customers
− Don’t be afraid to experiment. Not everything will work.
Learn from your ‘failures’

40. Time for a
10 minute break