Social Media Marketing BlueprintExecutive OverviewYtzik AranovConsulting AdvisorSocial2BFebruary 2010

Table of ContentsWhat is the Social Web?The New Rules of Social Media EngagementThe Social2B MethodologySocial2B Value Chain StrategyQ&A

What Is The Social WebAn online place where people with a common interest can gather to share thoughts, comments and opinionsA new world of unpaid media created by individuals or enterprises on the web

Doing Social Media Right… Then, numbers and opportunity346,000,000 number of people globally who read blogs700,000,000 number of photos added to Facebook monthly273.1 minutestime on average spent watching online video each month55% internet users who have uploaded and shared photos57% internet users who have joined a social network93% Americans online expect companies to have a social media presence

Leveraging Social Media MarketingBrand BuildingLead GenerationResearch and DevelopmentProduct or Service Launch (Media)Customer RetentionPartner and Channel CommunicationsThought LeadershipInternal CommunicationsMedia RelationsCrisis Management

Social Media ROI: how do you measure it and compare it?Traditional Measurement: Marketing Investment = $30,000# of Leads Generated = 1000Cost per Lead = $30Social Media Measurement: Blog Comments + Conversation + LinkedIn x Twitter = Success (quantitative) +Loyalty + Increased Sales + Decreased Returns

New Rules of Engagement Old MarketingNew MarketingBrand is dialogueCustomers determine brand valueGroup customers by behaviorEnterprise + user-generated contentVirality based on contentAmazon: user reviewsPublishers build relationshipsBottom-up strategyInformation on demandInvest for growth – Measurable ROIOne-way communicationBrand recall is holy grailGroup customers by demographicsContent controlled by marketersVirality driven by flashMichelin Guide: expert reviewsPublishers control channelsTop-down strategyInformation hierarchyEmphasis on cost – CPM

Step 1: Observe the ConversationsBlogs andCommunities

Step 2: Recruit Community MembersDigital Media MarketingCreate branded online community experiences and invite others to come to themDigital Media RelationsEngage in and influence conversations Value-added content New insights Engaging dialogues

Value-added content

New insights

Engaging dialogues

Step 3: Evaluate Online Conduit StrategiesBlogs and News SitesReputationAggregatorsSocial NetworksE-Communities

Step 4a: Engage Communities in ConversationTake it to the Consumer: Address needs and inspire viral perpetuationDigital Media MarketingXML, Embed Code, Viraldistribution

Step 4b: Engage Communities in ConversationsTake it to the Influencers: Build content that facilitates a conversation Digital Media Relationsdiscussion

lowervaluehighervalueProspects and CustomersCustomersThe Sales and Marketing Funnel – TraditionalProspectAwarenessTVRadioNewspaperMagazinesOutdoorCinemaEventsInterestConsiderationPreferenceDirect & digitalmediaTraditional ad &branding mediaPurchaseUpsellDirect MailEmailSearch & WebSocial MediaWeb 2.0Mobile/SMSDRTVDR PrintCPCGamesCross SellLoyalty

lowervaluehighervalueProspects and CustomersCustomersThe Sales and Marketing Funnel - NewProspectAwarenessTVRadioNewspaperMagazinesOutdoorCinemaEventsInterestConsiderationPreferenceDirect & digitalmediaTraditional ad &branding mediaPurchaseUpsellDirect MailEmailSearch & WebSocial MediaWeb 2.0Mobile/SMSDRTVDR PrintCPCGamesCross SellLoyalty

lowervaluehighervalueProspects and CustomersCustomersThe Sales and Marketing Funnel – New Integrated FunnelProspectTVRadioNewspaperMagazinesOutdoorCinemaEventsEmail $ eRFP requestPasslink Research a productDirect & digitalmediaTraditional ad &branding mediaInfo request Click email TransactM commerce Interact with ad $ Rate aProduct Direct MailEmailSearch & WebSocial MediaWeb 2.0Mobile/SMSDRTVDR PrintCPCGamesSelect PartnerRegister account View FacebookSearch brandQualify LeadWrite a reviewSocial bookmarkRegister account Nurture leadClose leadBlog entry View ad

A Social Media Platform: How Do You Build It?To build an effective Social Media Strategy & Platform that produces quantifiable results impacting, Sales, Operations & Performance, you need a:Social Media Strategy Blueprint Industrial-grade Social Media PlatformRoadmap to manage the ongoing Social Media Landscape

The Social2B Methodology OverviewA proven, robust Methodology – core IP has been implemented at a number of firmsTrack record of successes & measurable resultsNOT a lengthy “analysis-build-implement” approachFast-track Component Rollout, then allow the community to fine-tuneRelevant Content is again, KingProactive & Responsive Listening to the Community

Social2B Methodology Overview, cont.A proven, robust Methodology – core IP has been implemented at a number of firmsTrack record of successes & measurable resultsNOT a lengthy “analysis-build-implement” approachFast-track Component Rollout, then allow the community to fine-tuneRelevant Content is again, KingProactive & Responsive Listening to the Community

The Social2B MethodologyThe Social Media Strategy BlueprintOngoing Social Media Management Roadmap

Phase I

Phase II

Phase III

Phase IV

Phase V

Ongoing Social Media Management

The Social Value Chain (SVC) Lens from Social2BBranding and SMM Methodology employing different strategies for different social networksDigs deeper into value chain – operations, HR, legal, distribution/channel – and assesses the impact of Social Media on the overall enterprise

Branding and SMM Methodology employing different strategies for different social networks

Digs deeper into value chain – operations, HR, legal, distribution/channel – and assesses the impact of Social Media on the overall enterprise

The Social2B Social Value ChainEvery Department in the Company has a Social Value Chain IndexThe external world directly impacts each DepartmentEvery Business Processes has a Social Media impactCross-Departmental inter-dependencies existSocial Media by Department finds its Community organicallyNew strategic alliances (internal & external) and improved Operations occur based on efficient Social Communities interacting

Every Department in the Company has a Social Value Chain Index

The external world directly impacts each Department

Every Business Processes has a Social Media impact

Cross-Departmental inter-dependencies exist

Social Media by Department finds its Community organically

New strategic alliances (internal & external) and improved Operations occur based on efficient Social Communities interacting

Social2B Social Value Chain - AnalysisProprietary Social2B Social Value Chain AnalysisMap Operational Department to their respective Social CommunitiesEstablish Social Community Value Chain IndexProject Value Chain increase of Social CommunityMap cross-Departmental Social valueImplement internal, external & B2B Social linkages28

Proprietary Social2B Social Value Chain Analysis

Map Operational Department to their respective Social Communities

Establish Social Community Value Chain Index

Project Value Chain increase of Social Community

Map cross-Departmental Social value

Implement internal, external & B2B Social linkages

ContactYtzikAranovConsulting AdvisorSocial2B212.658.9744 (Direct)646.808.6045 (Mobile) 646.619.4405 (V-Fax)ytzik@aranov.com