SOCIAL MEDIA MARKETING
Customer Powered Marketing
ABOUT THE PRESENTER
• Joey Shepp, Green MBA
Principal at Earthsite, Web Strategy
for Sustainable Brands
Internet Marketing Director for
Founder of Green Maven, The Green
Search Engine, and Open Brands,
Radical Transparency in Brand
• Fast Pace, Buckle Up
• Presentation Available Online
• Save Questions for End
3. Case Studies
• Join our Email List
4. How To
Facebook has grown from
100 million to 200 million
users in less than 8 months.
If it were a country, it would
be bigger than Brazil.
The number of visitors to
the site in March more than
doubled to 9.3 million, up
from 4.3 million in February.
February 09 March 09
SOCIAL MEDIA IS A
Old School New School
Top Down Bottom Up
Print Media Digital Media
One to Many Many to Many
AN OPEN WORLD
Open Open Open Open
Culture Government Software Brands
TOP SOCIAL BRANDS 2009
ZAPPOS CEO ON TWITTER
•CEO, Tony, talks about his
company, but also shares his
• Massive following
• Early success story in using
• Jumped on the new “I think the way to succeed in today’s world is to make
your business more personal. Twitter is also a great way
technology early. of doing that.”
-Tony, CEO of Zappos
Chevy launches a YouTube campaign to submit user
generated videos promoting the Chevy Tahoe.
Activists seize the opportunity to voice their
feelings about the Chevy Tahoe.
GM Fast Lane Blog
“Early on we made the decision that if we were to
hold this contest, in which we invite anyone to
create an ad, in an open forum, that we would be
summarily destroyed in the blogosphere if we
censored the ads based on their viewpoint. So, we
adopted a position of openness and transparency,
and decided that we would welcome the debate.”
Sign of the Times
Fitting with the “self expression” era of the
web, McDonalds changes it’s slogan to a
more personal line.
“We love to see you smile”
“i’m lovin’ it”
Social Media requires a new
way of thinking about
marketing, and moreover a
new way of thinking about
Like a bank account, add social
capital, withdraw social capital.
Generate valuable content,
share valuable content
Become known as an expert in
Ask questions, answer questions,
respond to customers!
Be noteworthy, stand out
Paid Per View Free / Viral
Page View Social Action
One Time Accumulates
TIPS FOR DOING SOCIAL
• Social Media Marketing is worth more
• Don't pay for social marketing.
• Give out samples
• Give a place to talk about your product online publicly
Ask questions to stimulate conversations
By Augustine Fou, ClickZ, Apr 9, 2009
• Focus on Social Actions: Use traditional media to drive target
users online to do something -- take a social action -- not just arrive on a site.
• Measure Before and After: Measure social intensity
before and after to see if campaigns successfully caused target customers to take social actions --
rate, comment, share, recommend, etc..
• Accumulate Social Capital: Devise social actions that lead
to an accumulation of value for the community of users over time -- e.g. users rate and share tips
about restaurants -- Yelp.com. This builds an asset that has lasting value.
By Augustine Fou, ClickZ, Feb 11, 2009
SKILLS OF SOCIAL MEDIA
3. Blogging and Writing Skills
4. Creative and Production
5. Technical Development
6. Targeted Advertising
7. Search Engine Optimization
8. Analytics and Monitoring
Phase/Budget Corporate Small Biz Do it yourself
1. Strategy Hire Consultant Read Blogs
2. Setup Hire Agency Self-Setup
Hire Dedicated Marketing Role
3. Maintenance Social Media part time on Social
• Google Analytics
• Google Alerts
• Tweet Beep
It’s like a user proﬁle,
but for your business
Create a Facebook Page for
your business and start
collecting Fans. Post photos,
videos and links for your Fans
to check out and comment on.
Build an active customer
Social Networking for
Have your employees build full
Proﬁles on LinkedIn, which in turn
will build a powerful proﬁle for your
company. Many features support
company business development: Join
professional groups, get advice from
peers, hire new employees, and get
introductions to key contacts.
Start a customer support
community. Add some of your
employees to the community.
Respond to all comments and see
how happy your customers are.