This is a presentation given to a Meetup group in Vancouver on November 18th, 2010.

1. kempedmonds.com -webtreats Social MediaCommunications: A New Business Paradigm Original presentation: http://j.mp/fvsmkemp

2. Old Marketing $$$$$$$$$$

4. New Marketing $ + Time

5. 5 things everyone should know about Social Media It’s called social media not social selling Don’t forget everything you already know about marketing You’ve got to choose the right niche You have to engage You have to have goals

6. theconversationprism.com

7. The Traditional Funnel Hubspot.com

8. The New Funnel Hubspot.com

9. Social Media greases the marketing funnel Hubspot.com

11. Some Reality 87% of Americans know of Twitter (Pew, 2010) 7% have an account 88% of Americans know of Facebook 40% have an account Your market may not widely use these tools. How much is one customer worth? How about one customer who refers five more?

12. More Reality Is your website ready to receive and convert? Do you have positive customer testimonials? Do you have a company blog? Do people pick up the phone? How quickly do you respond to email? Social Media often comes last and should.

13. Today let’s talk about Goals How Social Media fits in Frameworks & Planning Execution Examples

14. How to get started? Have SMARTER Goals

15. SMARTER Goals Specific Measurable Attainable Relevant Time Bound Evaluate Re-evaluate

16. Examples: SMART Social Media Goals Increase unique visitors to our site by 5x from social networking sites (Analytics) after 5 months Increase blog/newsletter subscriptions by X% in 3 months by increasing distribution channels Increase FB Fans by X members in 8 weeks Increase Twitter mentions 300% in 6 months Increase interactions on FB page by 5/week*

17. The Marketing Funnel Altimeter Group 2010

18. Some FREE Tools Website Monitoring: Google Analytics Social Posts: Hootsuite (Ow.ly) Link Distribution: J.mp Facebook: Insights/Ads Email: Mail Chimp or Constant Contact Monitoring Google: Alerts Social Net Monitoring: Social Mention Dashboard: Netvibes Video: YouTube Insights, Flickr Stats

20. Always be Monitoring/Measuring Yes you can measure and monitor everything!

21. We need a framework A pragmatic approach using metrics based on sound business objectives To maximize understanding about the value of social marketing efforts A framework that delivers tangible results

22. Mark makes it easyOriginal with Details

23. Another Framework Altimeter Group 2010

24. By: TheBristolKid

25. The Framework Begins with Goals Licensed for use under Creative Commons License

26. ...From Goals Stem Objectives Licensed for use under Creative Commons License

27. ...Then Measures of Success Licensed for use under Creative Commons License

28. And Finally Execution Licensed for use under Creative Commons License

29. The Framework in Practice Altimeter Group 2010

30. Simon Sinek’s TED TALK on Inspiring Leadership

31. Apply Simon Sinek’s model for inspirational leadership WHY HOW WHAT Original by: Altimeter Group 2010

33. Business Objectives = Strategy - WHY

34. Measures of Success KPI = Management - HOW

37. Objective

38. Measures

39. TacticsBe Integral to the Community Raise Awareness Twitter Mentions Web Traffic from Social Sites Social Mentions

40. How to Measure:(measure over time) Twitter Mentions: http://search.twitter.com http://tweetbeep.com Lots of paid tools out there ADVANCED: Your mentions/your mentions + all competitor mentions Social Mentions: http://socialmention.com http://alerts.google.com http://netvibes.com Website Traffic from Social Sites: http://analytics.google.com Sources: Facebook, Twitter, YouTube, etc. BACK IT ALL UP WITH URL SHORTENING (http://j.mphttp://bit.ly)

42. Objective

43. Measures

44. TacticsDevelop affinity with target audiences Increase Engagement New fans, Followers Readers, Watchers Web Traffic from Social Sites + 2min Comments, Shares, Likes, Replies

47. http://www.google.com/images?q=social+media+logos&hl=en&gbv=2&tbs=isch:1&sa=N&start=20&ndsp=20

49. Different Ecosystems Stagger Timing Distribute Content Different Language Different Timing

50. Same Content, Different Ecosystem…

51. Different Language, Different Timing.

53. Keep your base in mind

54. The Key:Bridging the Social Media Gap

55. Special Thanks to:@TLCHomeRed Barn GroupMark SmiciklasJeremiah Owyangand Altimeter Groupkempedmonds.com