Angels in action_smm_plan


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Angels in action_smm_plan

  1. 1. Angels in Action SMM Strategy Natalie Guse
  2. 2. Social Media Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr and YouTube. In the context of Internet marketing, social media refers to a collective group of web properties whose content is primarily published by users, not direct employees of the property. SMM
  3. 3. Common social media applications
  4. 4. Exponential growth of Social Media! In 2009 we saw exponential growth of social media. According to Nielsen Online, Twitter alone grew 1,382% year-over-year in February, registering a total of just more than 7 million unique visitors in the US for the month. Meanwhile, Facebook continued to outpace MySpace. So what could social media look like in 2010? In 2010, social media will get even more popular, more mobile, and more exclusive — at least, that's my guess. What are the near-term trends we could see as soon as next year?
  5. 5. Social Media Marketing Trends! Twitter has come to the centre of the stage in a very short span of time. Its phenomenal success can be estimated from the fact that the proportion of marketers using Twitter as a part of their marketing strategy has grown from 3% to 49%. Dell announced that Twitter had driven sales worth $3 million for the organization within two years. However, Facebook continues to hold its dominant position in this market. Over 65% of respondent companies incorporated this social networking website in their marketing strategy.
  6. 6. The Big Deal over Social Media Marketing Marketing Natalie Guse Social Media Marketing Process!
  7. 7. Threats + Opportunities Weaknesses Strength TARGET MARKET! TARGET MARKET! Strategic Planning Goals Position Vision Mission Operative Planning Price Place Product Promotion
  8. 8. Design Price point Corporate Identity Strategy Product Presentation Penetration on platforms and Psychological website Skimming Product descriptions Price presentation Product Testimonials Online discounts Branding Community Branding Online Website Product Identity Community Product Presentation Forums Product Placement Social Media platforms Product description Corporate Identity Retail Wholesale E-Mailing Online Public Relations E-Commerce Search Engine Marketing E-Broker Internet Social Media Marketing Blogs Multi Channel Video and Audio Sharing Shipping Social Profiles Discussion Forums
  9. 9. Social Media Marketing CISS Formula
  10. 10. Communicat Interact Socialize Share e -Communicate w/ customers - Build own networks - Create public profiles - Promote Infomercial - Stay in contact - Invite your contacts - Stay in contact - Promote Business - E-Conferences - Interact with costumers - Example: LINKEDIN, - Publish press releases - E-Interviews - Example: NING, MEETUP XING, FACEBOOK - Example: YOUTUBE C I S S
  11. 11. The Big Deal over Social Media Marketing Marketing Natalie Guse Communicate + Share!
  12. 12. Where Content is King… Social Media is all about: – Content Delivery – putting it out there – Content Visibility – letting some people see it – Content Virality – broadcasting it to EVERYONE!
  13. 13. Communicate Content is the key! Website/ Landing Page Content Power Video/Podcast Point Pr Release
  14. 14. Now Use Social Media to spread out your message!
  15. 15. Promote/Market Publish Google adwords Publish Google maps
  16. 16. Promote/Market Publish Publish classified- Website Integration Blog Integration
  17. 17. Examples
  18. 18. Local Search Tips: 20 IYP Ranking Providers TOP 10 – “A” TOP 10 – “B” 1. Superpages 1. MerchantCircle 2. Citysearch 2. GetFave 3. Yelp 3. Yellowbot 4. Yahoo Local 4. 5. InsiderPages 5. Kudzu 6. 6. Discoverourtown 7. BizJournals 7. 8. AreaConnect 8. 9. MagicYellow 9. 10.Switchboard • Study from August 2009, Andrew Shotland • City + Category Searches (“San Diego Water Cleanup”) • 20 top YP headings found in Google • Varied categories • Cities across the US
  19. 19. Information Description Use/Benefit Google Maps Google Maps (for a time named Google •Get a listing Local) is a web mapping service •Make your business visible application and technology provided by Google, free (for non-commercial use), • People can find your that powers many map-based services, business including the Google Maps website, Google Ride Finder, Google Transit, and Category: Directory maps embedded on third-party websites Primary Value: via the Google Maps. It offers street maps, Strong profile ranking a route planner for traveling by foot, car, or public transport and an urban business User: N/A locator for numerous contries around the world. According to one of its creators (), Google Maps is "a way of organising the world's information geographically
  20. 20. Information Description Use/Benefit Yellowpages YELLOWPAGES.COM LLC is a wholly owned subsidiary of AT&T. As a leading Internet Yellow Pages and search directory, YELLOWPAGES.COM is uniquely able to offer searchable directory listings. Whether you're •Make your business visible looking for a particular item, business, Category: Directory • Get a listing event, location or service, YELLOWPAGES.COM is your trusted • People can your business Primary Value: Strong profile ranking online source for comprehensive • You can find other local national and local business information. businesses etc. there User: 100.000.000 monthly consumer business searches The YELLOWPAGES.COM distribution network provides exposure to more than 100 million monthly consumer business searches.
  21. 21. Information Description Use/Benefit is a leading local search engine and the largest local search network in the United States. The company provides over 19 million consumers each month with the •Make your business visible most relevant search results for local businesses, products and services • Get a listing Category: Directory on and over 700 regional • People can find your media sites. Businesses can target business! Primary Value: ready-to-purchase consumers using • You can find other local Strong profile ranking a variety of advertising products businesses. User: 19.000.000 consumers including subscription, pay per click, • Advertisement Packages banner and pay per call ad products. consistently ranks in the Top 100 in U.S. website traffic according to Internet research firm, comScore.
  22. 22. Information Description Use/Benefit is the local expert, and a top online resource for finding •Make your business visible information and insights on • Get a listing Category: Directory businesses and retailers. Every • People can your business! month we help millions of Primary Value: • You can find other local consumers find valuable local Strong profile ranking businesses. business information from driving User: N/A directions and hours of operation to • Advertisement Packages Web links and customer reviews.
  23. 23. Information Description What is SlideShare? Use/Benefit SlideShare is the world's largest community for sharing presentations. SlideShare is a business media site for sharing presentations, documents and pdfs. SlideShare features a vibrant professional Category: Social Media community that regularly comments, •Advertise Primary Value: favorites and downloads content. • Create own Power Point Strong profile ranking Content also spreads virally through Presentation blogs and social networks such as User: 23.000.000 monthly LinkedIn, Facebook and twitter. • Promote presentation visitors • Share business idea Individuals & organizations upload documents to SlideShare to share • Search for customers ideas, connect with others, and generate leads for their businesses. Anyone can view presentations & documents on topics that interest them. The site is growing rapidly with over 17 million monthly visitors.
  24. 24. Information Description Use/Benefit Reddit is one of the largest social news websites around on the internet. Featuring user-submitted content on a wide variety of topics such as entertainment, pop culture, web 2.0 and politics, Reddit ranks all submitted links through a democratic •Make your business visible Category: Bookmarking voting system that is open to all its • Submit a link users. Using complex filters, Reddit Primary Value: • People can find your also provides a list of recommended Strong profile ranking business links for each individual user, that are based on their voting habits. Like • Submit an article User: N/A Digg or StumbleUpon, getting on Reddit’s frontpage can result in a large amount of traffic to your website. This allows you to rapidly create brand exposure for your business or establish a long-term reader base for your blog.
  25. 25. Information Description Use/Benefit Category: Classified ads Primary Value: Free online local online classifieds. •Promote your articles Strong profile ranking Similar to craigslist. Can be used to • Create your profile promote and advertise for free. User: N/A • Get your message out
  26. 26. Information Description Use/Benefit Founded in February 2005, YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience. YouTube allows people to easily upload and share video clips Category: Social Media on and across the •Advertise Internet through websites, mobile • Promote own Infomercial Primary Value: Strong profile ranking devices, blogs, and email. • Integrate youtube link on Everyone can watch videos on YouTube. website User: N/A People can see first-hand accounts of • Comment on other videos current events, find videos about their hobbies and interests, and discover the quirky and unusual. As more people capture special moments on video, YouTube is empowering them to become the broadcasters of tomorrow.
  27. 27. Information Description Use/Benefit WordPress started in 2003 with a single bit of code to enhance the typography of everyday writing and with fewer users than you can count on your fingers and toes. Since then it has grown to be the largest self- Category: Blogging Site hosted blogging tool in the world, used on millions of sites and seen by • Set up blog Primary Value: tens of millions of people every day. • Promote blog Strong profile ranking Everything you see here, from the • Write articles User: 26.000.000 visitors documentation to the code itself, • Inform about the product was created by and for the • Use it as a second webpage community. WordPress is an Open Source project, which means there are hundreds of people all over the world working on it.
  28. 28. Information Description Use/Benefit Blogger is a free blog publishing tool from Google for easily sharing your thoughts. A blog is a personal diary. A daily pulpit. A collaborative space. Category: Blogging Site A political soapbox. A breaking-news • Set up blog Primary Value: outlet. A collection of links. Your own • Promote blog Strong profile ranking private thoughts. Memos to the • Write articles world. User: 30.000.000 visitors Your blog is whatever you want it to • Inform about the product be. There are millions of them, in all • Use it as a second webpage shapes and sizes, and there are no real rules.
  29. 29. Information Description Use/Benefit What is Technorati? Technorati is a real-time search Category: Blogging Directory engine dedicated to the Primary Value: blogosphere. It only searches Strong profile ranking through blogs to find exactly what •Promote your blog you're looking for. At the time of this User: 22.000.000 sites writing, Technorati was tracking over 22 million sites and over a billion links, a mind-boggling amount.
  30. 30. The Big Deal over Social Media Marketing Marketing Natalie Guse Interact + Share!
  31. 31. Information Description Use/Benefit Meetup is the world's largest network of local groups. Meetup makes it easy for anyone to organize a local group or find one of the thousands already •Set up Meetup Group meeting up face-to-face. More than •Use Meetup Group to 2,000 groups get together in local promote business Category: Social Media Site communities each day, each one with - Expand Group (you need to the goal of improving themselves or invite as many people as Primary Value: their communities. possible to the group the Strong profile ranking Meetup's mission is to revitalize local goal is to invite at least 100 User: 6.000.000 community and help people around the people a day) world self-organize. Meetup believes - you need people, who help that people can change their personal promoting the group world, or the whole world, by - Use Meetup as a searching organizing themselves into groups that tool to find potential are powerful enough to make a customers. difference. reader base for your blog.
  32. 32. Information Description Use/Benefit Second Life (SL) is a virtual world developed by Linden Lab that launched on June 23, 2003, and is accessible via the Internet. A free client program called the Second Life Viewer enables its users, called •Make your business visible Residents, to interact with each • Get a listing other through avators. Residents Category: Virtual World • People can your business can explore, meet other residents, socialize, participate in individual • You can find other local Primary Value: businesses. Image and group activities, and create and trade virtual property and services • Create your store User: N/A with one another, or travel • Image throughout the world, which residents refer to as the grid. Second Life is for people aged 18 and over, while Teen Second Lifeis for people aged 13 to 17.
  33. 33. Information Description Use/Benefit Kaboodle Kaboodle is the most fun social shopping network on the web! It's a place where you can express your own style and meet other stylish •Make your business visible people by discovering, • Get a listing recommending, and sharing • People can find your products.Most exciting, Kaboodle business! Category: Shopping Site allows you to add and save products • You can find other local Primary Value: from almost anywhere on the web to businesses there Strong profile ranking your shopping lists and wish lists with the easy-to-use Kaboodle • Advertisement Packages User: N/A button. The button automatically • Share your products with downloads the essential details of a other people product, including its image, short description, and price and saves it to your list of choice.
  34. 34. Information Description Use/Benefit Around the world every day, over 8 million •Use XING Group to promote business professionals use XING – the business global business network – in 16 - Expand Group (you need to languages to do business and promote invite as many people as their career. XING makes networking and possible to the group the goal professional contact management simple, is to invite at least 100 people a Category: Social Media Site with made-to-measure networking day) functions and services. Even more, XING - You might need people, who Primary Value: allows you to see how people are help promoting the group Strong profile ranking connected, which is an excellent tool in (students) generating new contacts of your own. - Use XING as a searching tool User: 8.000.000 With the XING Jobs portal, around 30,000 to find customers expert groups and networking events from - Write monthly newsletters London to Beijing to New York, XING has - Motivate people in the group evolved from a platform to a web interface to invite others to the group for business professionals around the - Create events world. - Post messages in the group forums to keep the group alive
  35. 35. Information Description Use/Benefit Merchant Circle is a growing company located on a real Main Street in Silicon Valley. We are dedicated to connecting Category: Social Media Site Neighbors and Local Businesses online to • Advertise Primary Value: help build real relationships between local • Create listings Strong profile ranking business owners and their customers. To date, nearly 775,000 local businesses • Make the company visible User: 775.000 Businesses have joined MerchantCircle to get their • Search for costumers business more exposure on the internet, simply and inexpensively.
  36. 36. Information Description Use/Benefit •Use Linkedin to promote business - Set up Group (you need to invite as many people as LinkedIn is an interconnected network possible to the group the goal of experienced professionals from is to invite at least 100 people a Category: Social Media Site around the world, representing 170 day) industries and 200 countries. You can - You might need people, who Primary Value: help promoting the group Strong profile ranking find, be introduced to, and collaborate (students) with qualified professionals that you - Use Linkedin as a searching User: 43.000.000 need to work with to accomplish your tool to find customers goals. - Write monthly newsletters - Motivate people in the group to invite others to the group - Create events - Post messages in the group forums to keep the group alive
  37. 37. Information Description Use/Benefit •Set up Facebook Group •Use Facebook Group to promote business Facebook's mission is to give people the - Expand Group (you need to power to share and make the world invite as many people as possible Category: Social Media Site more open and connected. to the group the goal is to invite at least 100 people a day) Primary Value: Millions of people use Facebook - You need people, who help Strong profile ranking everyday to keep up with friends, promoting the group. - Use Facebook as a searching tool User: 250.000.000 upload an unlimited number of photos, to find potential customers. share links and videos, and learn more - Motivate people in the group to about the people they meet invite others to the group - Create events - Post messages in the group forums to keep the group alive -Sign up for other Facebook Groups
  38. 38. Facebook Tactics • Join a Group • Use search feature to reach out to targets • Questions & Answers (also big on LinkedIn) • Fan Pages • Custom Business URL & Personal URL • Email invites (more viewed than reg. email) • More Personal Than Twitter
  39. 39. Information Description Use/Benefit Twitter is a privately funded startup with offices in the SoMA neighborhood of San Francisco, CA. Started as a side project in March of •Set up Twitter Account Category: Social Media Site 2006, Twitter has grown into a real- • Follow as many people as time short messaging service that possible Primary Value: works over multiple networks and - You need people, who help Strong profile ranking devices. promoting the group (students) User: 150.000.000 In countries all around the world, - Use Twitter as a searching tool people follow the sources most to find potential students relevant to them and access - Write direct messages to inform about about your business information via Twitter as it - Create events happens—from breaking world news to updates from friends
  40. 40. Twitter Tactics • Schedule time to research posts for the week • Use to schedule posts • Auto-direct message to useful information • Auto-Follow and send additional information • Track activity with • Use Twitter to send feeds into FB, others • Use “cloaked” links 5% of the time. It’s about “them”, not you.
  41. 41. • There is no silver bullet! • Not all online strategies will be effective for all business types • It is up to you as the marketer to determine the appropriate marketing channels and to constantly measure their effectiveness
  42. 42. The Big Deal over Social Media Marketing Marketing Natalie Guse