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Social Media Marketing Intro & Brief


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A introduction and pilot plans for a social media marketing campaign for a local high street business.

Published in: Business, Technology
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Social Media Marketing Intro & Brief

  1. 1. Social Media Marketing Introduction & Pilot Plans for Client XYZ
  2. 2. Agenda <ul><li>Introductions </li></ul><ul><li>What is Social Media </li></ul><ul><li>Examples: Travel on Twitter </li></ul><ul><li>Why it Matters </li></ul><ul><li>Pilot for Client XYZ: Outline Plan </li></ul><ul><li>Next Steps </li></ul>
  3. 3. What is Social Media? <ul><li>Social Media: </li></ul><ul><ul><li>“ In its most basic sense, is a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)” – Brian Solis </li></ul></ul><ul><ul><li>Its is the fastest growing channel* on the Internet. *By channel I mean vs. search, email, content site. </li></ul></ul>
  4. 4. Examples
  5. 5. Examples
  6. 6. Why Does it Matter? <ul><li>People are spending a significant amount of time on this channel. Which means other channels are getting less attention/time. </li></ul><ul><li>Its Real Time: which means people interact very quickly (sometimes within minutes) </li></ul><ul><li>It can drive engagement and ROI </li></ul><ul><li>It magnifies other marketing channels, especially search </li></ul><ul><li>This is a new ‘name space’ just like URLs (web site domains), time to stake out territory </li></ul><ul><li>Companies are making money from Social Media in particular Twitter. For example Dell Computers ($1 Million as of Dec ’08…) </li></ul>
  7. 7. More on Why it Matters <ul><li>Usage of Social Media has doubled in the last year (from Apr 08 or Apr 09) </li></ul><ul><li>~20% of all time online is now Social Media (vs. other activity); this time is coming at the cost of other media (but some users multitask such as with TV etc) </li></ul><ul><li>In some demographics and groups this is much higher; heavy users access 30x a day </li></ul><ul><li>22.7% of UK mobile internet use is Social Media </li></ul><ul><li>Twitter has grown 3,712% YoY </li></ul><ul><li>Many Twitter users are network nodes (influencers) </li></ul>
  8. 8. Total Time by Social Media by Major Site
  9. 9. Pilot for XYZ <ul><li>Objectives </li></ul><ul><ul><li>Drive sales </li></ul></ul><ul><ul><li>Develop a social network </li></ul></ul><ul><ul><li>Develop tools, process and ‘name space’ </li></ul></ul><ul><ul><li>Increase awareness of XYZ </li></ul></ul><ul><ul><li>Test best tool set and approach for a wider rollout across multiple locations </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Special Phone Number </li></ul></ul><ul><ul><li>Sales/Deals </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Others TBD? </li></ul></ul>
  10. 10. Strategy <ul><li>Set Out ‘stall’ </li></ul><ul><ul><li>Setup accounts, start linking, following </li></ul></ul><ul><ul><li>Tell existing network about this channel </li></ul></ul><ul><li>Discover </li></ul><ul><ul><li>Find relevant users, attract an audience </li></ul></ul><ul><li>Converse </li></ul><ul><ul><li>Start sharing information and tips </li></ul></ul><ul><li>Channels </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Bookmarking (Delicious) </li></ul></ul><ul><ul><li>Others TBD… Relevant verticals </li></ul></ul>