1. Social Media Marketing
Beyond the Basics
By Susan Gunelius
www.KeySplashCreative.com
Featuring concepts from:

2. What Social Media and Content
Marketing Can Do for Your Organization
• Increase awareness and recognition
• Increase primary website traffic
• Drive engagement with a new, younger audience
• Increase ticket sales
• Earn wider media coverage
• Build and strengthen relationships
• Deepen brand loyalty
• Jumpstart word-of-mouth marketing
• Achieve long-term, sustainable, organic growth

3. Emotional Involvement and Brand
Loyalty I love
Damrau as
• Entertainment brands – Queen of the
inherent emotional Night
involvement
• Social media allows
people to experience
brands in their own
ways and make brands
their own.

4. People Talk about the Brands
They Love
• Word-of-mouth marketing is
powerful
• Loyal brand advocates are
every brand manager’s dream
Social media can deepen
emotional involvement,
brand loyalty, and
word-of-mouth marketing.

5. Establish Your Core Branded
Online Destination
Sample Business Social Media Presence
SlideShare
YouTube
Vancouver Opera
• Blog
Page Your
Group • Twitter
Profile
• Facebook
Other • Flickr
Other Facebook Blog LinkedIn Groups
Groups
• YouTube
Answers
Ads Your
Group
Twitter
Flickr
Exec Twellow
Tweets

6. Develop Internal Brand Advocates
• Your employees and performers are your
most powerful brand advocates.
• Educate them about your brand.
• Give them a reason to want to advocate your
brand.
If your employees and performers
believe in your brand promise,
they’ll want to advocate your brand.

7. Social Media Is More than Twitter
• Blogs (Blogger, WordPress, TypePad, MoveableType, etc.)
• Microblogging (Twitter, Jaiku, Plurk, Tumblr, etc.)
• Social networks (Facebook, LinkedIn, MySpace, Ning, etc.)
• Social bookmarking (Digg, StumbleUpon, Delicious, etc.)
• Podcasting (iTunes, BlogTalkRadio, etc.)
• Photo sharing (Flickr, Picasa, etc.)
• Video sharing (YouTube, TubeMogul, Viddler, etc.)
• Online chats and telephone (Skype, Google Voice, etc.)
• Mobile (foursquare, apps, etc.)
• And many, many more

8. Let Employees Get Involved
Human Resources Executive
Networking Thought Leadership
• Facebook • Blogs
• LinkedIn Marketing
• Twitter
• MySpace Create Content
• Bebo • Blogs
• Niche networking sites • Twitter
• Blogs • YouTube
• Twitter • Digg
• YouTube • StumbleUpon
• Facebook
• MySpace
Public Relations • You name it!
Commenting
• Blogs
• Twitter
• YouTube Customer Service
• Digg Direct Dialogue
• StumbleUpon • Blogs
• Forums • Twitter
• Other social bookmarking sites • YouTube
• Review sites like Yelp and Epinions

9. Social Media Employee Participation Tips
• Employees crave involvement and ownership.
• Allow employees to take control.
• Offer flexibility and leniency within specific guidelines.
• Make it easy and non-threatening to participate.
• Create a 360-degree loop of information sharing.
• Be accessible.
• One sentence of corporate rhetoric ruins everything!
Social Media Policy examples: http://bit.ly/AboutBloggingSocialMediaPolicies

10. If Zappos Can Do It, You Can Do It
Zappos Twitter policy:
“Be real and use your best judgment.”
Build internal brand advocates and give them
the freedom to advocate your brand through
their own social media activities.

11. 3 Cs of Social Media Marketing
WRONG (FAILURE) RIGHT (SUCCESS)
CONVERSATION Stop it. Let it flow.
Copyright-protect it, or put
CONTENT Share it.
up a barrier to access it.
CONTROL Hold it tightly. Give it up.

12. Example: Harry Potter
• The Harry Potter brand was
originally built by consumers not
marketers.
• Consumers shared it, experienced
it and lived it, particularly on the
social web.
• J.K. Rowling and the publisher
originally sent cease & desist
letters but quickly learned letting
fans take control of the brand on
the social web was far more
powerful.

13. Dell’s Big Mistake
1,730 Diggs,
422,032 views,
& 77 pages of
comments
3,672 Diggs,
149,963
views, and
142 pages of
comments
• Don’t try to control
the conversation.
• Admit your mistakes.
• Be transparent.

14. But What if They Say Something BAD?
Use the 3 Fs of Social Media Reputation Management
You have three choices:
F LIGHT F LOOD
Ignore it. Bury it.
Bury
F IGHT
Join it.
Join

15. Think Like a Publisher, Not a Marketer
• Two-way conversation
• Pull marketing, not push marketing
• Create amazing, shareworthy content
• One party won’t get it done
Your Twitter follower list
isn’t just a list of people to
try to sell tickets to.

16. The 80-20 Rule
Me, Me, Me!
20%
Engage
80%
For every 20% of self-promotional
content you produce,
create 80% that is not self-promotional.

17. Research and Benchmarking
• Customers and competitors
• Look outside opera

18. Set Your Goals
• If you just want to sell more tickets, you’ll fail
Goals Social Media
• Raise awareness • Blog
• Customer service • Facebook
• Feedback • Foursquare
• Publicity • Twitter
• Marketing • Flickr
• Reach younger • YouTube
demographic • Livestream events
• E-newsletter

19. Define Your Strategy – Part 1
• Content (creation, curation, aggregation)
– TheDailyBeast.com, TheWeek.com, SeekingAlpha.com
• Conversations
– Google Alerts, advanced Twitter search, Monitter.com,
forums (Portland Center Stage: live tweets before shows
and during intermission)
• Community
– Facebook page, Ning.com (Broadway: Rock of Ages, Shrek)
• Influencer outreach
– Twellow.com, Klout.com, WeFollow.com (Nashville Ballet)

20. Influencer Outreach - Nashville Ballet
• Children’s Ballet Performance
– Identified online influencers (mommy bloggers and community
leaders)
– Invited to preview ballet - small group, no promotion
requirement to get free tickets
– Provided news kit for easy promotion
– Ticket sales 6x higher than previous children’s ballet
performance
• Director’s Choice Ballet Performance
– Identified online influencers (20-30 years of age, young
professionals, local businesses)
– Invited to preview ballet – large group, cross-promotion offered
and required to get free tickets
– Provided news kit for easy promotion

21. Define Your Strategy – Part 2
• Tactical
– Discounts, promotions (Chicago Symphony: free CD =
1,000 Facebook fans in 1 week)
• Local
– Twitter apps like NearbyTweets.com, LocalTweeps.com,
ChirpCity.com
• Multimedia and diversification
– Livestream, YouTube (NJPAC, Pennsylvania Ballet,
Anaheim Ballet)
• Mobile
– Mobile site, foursquare, QR codes (Indianapolis Symphony
Orchestra)

22. Video - Pennsylvania Ballet and
Anaheim Ballet
• YouTube channels
– Past performances
– Interviews with dancers
– Interviews with
choreographers
– Building stage sets
Over 33 million video views

23. Mobile - Indianapolis Symphony Orchestra
• Boost concert ticket sales -
more than 40% of email
subscribers purchased tickets
in 2010
• Add 5,000 Facebook fans and
1,500 Twitter followers in less
than 1 year
• Facebook, Twitter, Flickr, blog,
foursquare, YouTube, email,
text messaging, iPhone and
Andriod apps
– Facebook page hypes blog
posts by orchestra members
– Mobile apps stream music,
access program notes, view
upcoming concerts, purchase
tickets

24. Implementation
• Getting help
– In-house
– Automation
– Experts and consultants
– Freelancers
– Crowdsourcing

25. Integrate, Cross-Promote, and Automate
• Old and new audiences
• No silo marketing
• Use tools
– Twitterfeed.com
– Tweetdeck.com
– Google Alerts
– Tweetmeme.com and Facebook social tools
– Socialoomph.com
– Plugins and add-ons

26. Analysis
• Quality not quantity
• Focus on trends
• Soft metrics vital
• Engagement, sentiment, and conversions
Examples of What to Track: Measure Against:
• Unique site visitors • Ticket sales
• Page views • Subscriptions
• Referrers • Purchases
• Incoming links • Click-throughs
• How visitors travel through site • Donations
• Returning visitors • Attendance
• Comments
• Followers and connections
• Retweets and @mentions
• Social shares and likes

27. Analytics Tools
• One tool isn’t enough
• Human analysis essential
Fee-based Tools Free Tools
• Radian6 • Google Analytics
• Sysomos • Google Webmaster Tools
• ScoutLabs from Lithium • Bitly
• SocialRadar from Infegy • Facebook Insights
• Brandwatch • Twitalyzer (also a paid version)
• Alterian • Grader.com
• Synthesio
• PeopleBrowser
• ViralHeat

28. For More Information
FREE Bonus Chapter
(Not in the Book)
for Conference Attendees
• Follow @susangunelius
• Tweet the following message to
get a free bonus chapter via a
special Twitter direct message:
I want to read 30-Minute Social
Media Marketing bonus chapter by
@susangunelius
http://amzn.to/30minsmm

29. Contact Susan Gunelius
Website:
www.KeySplashCreative.com Books by
Twitter: Susan Gunelius
www.Twitter.com/susangunelius
Facebook:
www.Facebook.com/susangunelius
www.Facebook.com/keysplashcreative A
LinkedIn:
www.Linkedin.com/in/susangunelius
Blog: Available through Amazon,
www.WomenOnBusiness.com Barnes & Noble, Borders, and
all online and offline book sellers
Email:
susan@keysplashcreative.com