1. Social
Networking
for Startups

2. Wifi Goodness
User name: sfuvan12-guest
Password: nBar4QYF

4. Clients

5. Questions For You

6. Four Things You’ll
Need to Get
Started

9. Buying In
• Internet usage is surpassing TV viewing
(IBM Consumer Survey, 2008)
• Offline advertising is expensive and hard to
measure
• CMOs will heavily invest in social media in
2010 (Polara Study, 2009)
• Your competition is doing it

10. A Budget

11. 6% Other
7% Microsites
9% Webinars
10 % SEO and advertising
10 % Intranet
14 % Social media*
15 % Email, e-newsletters
30 % Corporate website
* Blogs, podcasts, online communities, wikis, video, etc.
Source: ITSMA, Budget Allocation and Trends: Key Metrics Survey, 2010

12. Resources
Social media should take up to
25% of your marketing efforts,
resources and budget.
Who will be responsible?

13. Inspiration

14. Plot Marketing Objectives
1. Spread the word
2. Demonstrate subject matter expertise
3. Build community around your cause
4. Manage reputation
5. Improve customer satisfaction
6. Generate leads

15. Objective #1
Increase Audience /
Spread the Word

17. Entertain
Advise
Educate
Deliver Value
Inform Incite
Inspire Amuse

18. Objective #2
Demonstrate Subject
Matter Expertise

25. Objective #3
Build Community Around
Your Cause

33. Objective #4
Manage Reputation

38. Objective #5
Increase Customer
Satisfaction

41. Objective #6
Generate Leads

45. Tactics For
Quality Traffic

46. • Content creation
• Engagement in social media channels
• Online outreach to influencers
• Search engine optimization
• Online advertising
• Sponsorship
• Contests
• Gimmicks

47. Everybody’s
Doing It

48. • Content creation
• Engagement in social media channels
• Online outreach to influencers
• Search engine optimization
• Online advertising
• Sponsorship
• Contests
• Gimmicks

49. Engage in Niche Channels

54. Online
Outreach

55. New Influencer Outreach
(Web PR)
• Generates traffic
• There are fewer opportunities to spread
the word in the mainstream media
• The web audience is growing
• Your competitors are doing it
• The Internet never forgets

57. {Here come the case studies}

61. Rules for a Good Pitch
• Personal
• Conversational
• Leads with a link
• Includes an incentive
• Is it genuine news?
• Don’t treat bloggers like second-class
citizens

62. Building Gimmicks

63. Safe is risky,
and risky is safe

64. Viral = meme

65. Viral = link bait

66. Viral = outreach

67. Viral ≠ millions
of views

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ThoughtFarmer Is TubeTastic
by Duncan Riley on May 5, 2008 12 Comments 2 retweet Share
ThoughtFarmer from Vancover based OpenRoad Communications offers an enterprise
focused intranet service built around wikis.
Billed as “a knowledge sharing solution for the new enterprise” ThoughtFarmer can be used as a
standalone intranet or extranet, a collaboration hub or “the knowledge-sharing component of an
existing intranet.”
Like others in the space, ThoughtFarmer embraces the Wiki model, offering an open and
democratic authoring environment with no barriers to content creation. The service then adds
structure and social networking to the wiki core.
It’s a solid service, but the standout has been in the marketing campaign. References to a
mysterious Canadian company Tubetastic started appearing online in the last couple of months.
The site is accessible via login only, and no one was really sure exactly what it was (Tubetastic’s

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ThoughtFarmer's Tubetastic Marketing Campaign
Written by Sarah Perez / April 24, 2008 10:33 AM / 5 Comments « Prior Post Next Post »
Earlier this month, we opened up and shared with readers the different
ways we're pitched by companies wanting coverage. We mentioned
our favorite way (hint: RSS) and have been enjoying the feeds that
have been sent in since. We also noted the arrival of the twitpitch - the new trend of pitching via
Twitter. Meanwhile, another company had a completely different idea: pitch via mail. Yes, postal
mail.
Postal Mail Pitching
These days, with the internet, IM, Twitter, and all sorts of
technologically advanced ways to communicate with
each other, the concept of sending a letter via the mail
seems outdated and quaint. Yet, despite that, or
perhaps because of it, a personalized mailing catches
one's attention.
In a box usually stuffed with bills (ugh), magazines, and, RWW SPONSORS
let's be honest, lots of junk, a hand-addressed padded
manilla envelope from Canada stands out.
What the envelope contained was a company's pitch, but cleverly disguised as a welcome letter to
a new company called Tubetastic, where, apparently, I had accepted the job of Tubular
Webmaster. An enclosed organization chart showed where I was in the company hierarchy,
circled in yellow highlighter. Among my colleagues at Tubetastic were fellow journalists and
bloggers. I even had a barcoded nametag.

78. • Riff on existing web memes
• Trade on trend
• Find the fun(ny)
• Make it useful
• Go to extremes

79. • Demonstrate extraordinary skill
• Sex sells
• Add mystery
• Let visitors interact
• Enable user contributions

80. Crazy Messed-Up World =
Extremes + Funny
Intranet Secrets = Meme +
Funny + User Submissions

81. Questions For Us

82. capulet.com
@julieszabo
@dbarefoot
Photos courtesy of the
Library of Congress