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  • 1. Holly Grenvicz
    Principal / Chief Strategist
    Werkshop Marketing
  • 2. Puzzle Piece 1 - The Overview
    Putting Together the Social Marketing Puzzle
    The History
    What is it?
    How do I use it?
  • 3. Puzzle Piece 2What Are The Tools & How To Use Them
    The Tools
    Social Networks
    Email / Newsletters
    Wikis
    Blogs
    Micro Blogging
    Audio / Podcasts
    Video
    Location-based
  • 4. Puzzle Piece 2: The Tools
    Blogs - Mashable
  • 5. Puzzle Piece 2: The Tools
    Wikipedia – President Obama
  • 6. Puzzle Piece 2: The Tools
    LinkedIn
  • 7. Puzzle Piece 2: The Tools
    Digg
  • 8. Puzzle Piece 3
    B2B vs. B2C
  • 9. Puzzle Piece 3
  • 10. Puzzle Piece 3: B2B
    American Express OPEN
    provide business advice and insight
    blog with frequently updated content
    a large collection of shared videos
    network with one another and with industry experts
    customize topics to their specific interests
    The social site has been extremely successful, increasing unique visitors 525% over the past year – from 160,000 in December 2008 to nearly 1 million in December 2009.
  • 11. Puzzle Piece 3: B2B
  • 12. Puzzle Piece 3: B2B
    Archer
    Component 1: Online social network that gives customers a forum to interact, share best practices and provide feedback to help drive Archer product development.
    Component 2: Archer Exchange, an online marketplace that enables clients to downloadapplications developed by other clients or by Archer.
    The two social sites have been successful at driving website traffic and attracting new members: The Archer Community receives 20 new members, 4,000 unique visits and 400+ downloads every week, while the Archer Exchange boasts 17,000 unique visits, 90,000 page views and 1,200 downloads.
    But the real benefit has been enhanced product development as a result of user feedback and sharing. Archer tells Forrester that its Archer Community directly helped form its Business Continuity Management, Mobile GRC and Data Feed Manager applications.
  • 13. Puzzle Piece 3: B2B
  • 14. Puzzle Piece 3: B2C
    Pepsi
    Experimenting with the Viral Power of Charitable Ideas
    Pepsi cut their annual Super Bowl ad in order to invest more money a multi-million-dollar charitable grant program called “Pepsi Refresh Project.” People are able to create "refresh” communities online, post content, and vote for which community project they’d like to see Pepsi invest in.
    Crowdfunding is a growing trend among B2C businesses including sporting retail giant Land’s End. Similarly, Pepsi appears experimenting the power of the crowd. They're sourcing ideas.
    Using the Pepsi’s Refresh Project people can create communities which pitch ideas for charitable projects. People vote on the ideas and Pepsi makes those projects a reality. What Pepsi is most likely counting on is the reach of individuals to their networks. People push their “refresh” ideas to their networks through social media in order to generate more votes and in turn, more love for the Pepsi brand.
    A quick look at the current Pepsi Refresh homepage reveals the outline of a community that will encourage Social Media participation including tweets, video, and photos from users. If RefreshEverything.com takes off, they may be well on their way to mastering the multifaceted social media approach in the future.
    One thing is for certain though: It's an exciting time for marketers when a mega-company like Pepsi generates more buzz when they don't spend 3-million dollars on Superbowl ads than when they do.
  • 15. Puzzle Piece 3: B2C
  • 16. Puzzle Piece 3: B2C
    Jeep
    Community Home Base
    Flicker album of user-submitted photos
    Links to Myspace and Facebook Groups
    Links to user-created content and groups
    News, events, commercials
    touts the “real” Jeep enthusiasts
  • 17. Puzzle Piece 4
    SWOT Analysis
  • 18. Puzzle Piece 4
    The Social Marketing Plan
  • 19. Puzzle Piece 5
    Measurement
  • 20. Puzzle Piece 5: Measurement
    Qualitative
    Treated more like PR measures
    Conversations
    Comparisons against competition
    Create dialogue
    Quality vs. Quantity
  • 21. Puzzle Piece 5: Measurement
    Quantitative
    Metrics/ Analytics
    Traffic
    Sales activity
    SEO ranking
    Google Analytics, Xinu
  • 22. Questions?