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Social Media for Marketing

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Social Media for Marketing

  1. 1. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com Social Media for Marketing Mark Schmukler, Managing Partner Sagefrog Marketing Group, LLC May 2009
  2. 2. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 2 How can I use Social Media for Marketing? I
  3. 3. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 3 Your Website The 7 categories of Social Media Sagefrog’s Social Media Marketing Strategic Framework™ RSS Feeds & Aggregators 7 2 Multimedia Sharing 1 Social Network Sites 3 Blogs & Mini-blogs 4 Wiki CollaborationCommunities & Reviews 5 Tagging & Bookmarking 6
  4. 4. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CATEGORY 1 Social Networking Sites Description: Virtual business and career networking Leaders: • Facebook (#4) • Linked-In (#101) Marketing Applications: • Check out advertising opportunities • Create company pages • Use LinkedIn features Polls, Status, Group, Discussions, News, Jobs, Events, Q&A 4
  5. 5. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CASE STUDY Target on Facebook • Great branding • 5% of income ($3M) to charities • Fans vote • Can post to their Wall (friends) • Smart marketing 5
  6. 6. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com EXAMPLE LinkedIn Polls 6
  7. 7. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CATEGORY 2 Multimedia Sharing Description: Sites that host multimedia content Leaders: • YouTube (#3) • Flickr (#33) • SlideShare (#636) Marketing Applications: • Upload videos, photos and presentations • Share via email, links and your website • YouTube Channel 7
  8. 8. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CASE STUDY BlendTec on YouTube http://www.youtube.com/watch?v=qg1ckCkm8YI • Small budget • Viral effect • 10’s of millions of views • 500% sales increase 8
  9. 9. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CATEGORY 3 Blogs and Mini-blogs Description: Published thoughts, links and multimedia Leaders: • Blogger (#8) • Wordpress (#19) • Twitter (#38) Marketing Applications: • Monitor - Search Google Alerts, Technorati and Twitter • Comment and Publish - on multiple blogs 9
  10. 10. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CASE STUDY American Express Blog • 200K visits per month • Guy K. doubles traffic • 100,000+ followers • No advertising Traffic sources: • 11.7% Twitter • 9.1% Google • 4.5% Guy’s Blog 10
  11. 11. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CASE STUDY Starbucks on Twitter 11
  12. 12. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CATEGORY 4 Wiki Collaboration Description: Multiple contributors of shared content Leaders: • Wikipedia (#7) Marketing Applications: • Search, monitor, contribute and create 12
  13. 13. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CASE STUDY Nike on Wikipedia 13
  14. 14. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CATEGORY 5 Communities and Reviews Description: Discussion groups to share information and opinions on common interests Leaders: • Eastern Technology Council • Amazon (#34) • Tripadvisor.com (#411) Marketing Applications: • Monitor and analyze • Consider creating niche communities 14
  15. 15. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com EXAMPLE Eastern Technology Council • Members • Profiles • Connections • Videos • Events • Groups • Forums 15
  16. 16. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com EXAMPLE TripAdvisor.com 16
  17. 17. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CATEGORY 6 Tagging and Bookmarking Description: Ability to tag articles and websites Leaders: • Digg (#179) • Stumbleupon (#458) • Delicious Marketing Applications: • Add links to your websites • Create profiles, tag websites and articles 17
  18. 18. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com EXAMPLE Bookmarks 18
  19. 19. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com CATEGORY 7 RSS Feeds and Aggregators Description: Organize for efficient consumption Leaders: • RSS readers, widgets (iGoogle) • Social Media aggregators (FriendFeed) • Twitter aggregators (Tweetdeck) Marketing Applications: • Subscribe, merge and organize 19
  20. 20. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com EXAMPLE iGoogle 20
  21. 21. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com EXAMPLE Friendfeed 21
  22. 22. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com EXAMPLE Tweetdeck 22
  23. 23. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 23 Integrate Social Media Marketing  Objectives Awareness, traffic, leads, conversions, revenue, units, price, share, ROI  Strategy Positioning, messaging, and brand identity  Programs Public relations, awareness marketing, direct marketing, online marketing (cross-linking)  Measurement Track performance relative to your objectives above.
  24. 24. © 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com Sagefrog Marketing Group, LLC (215) 230-9024 . info@sagefrog.com . www.sagefrog.com 196 West Ashland Street, Doylestown, PA 18901 twitter.com/sagefrog linkedin.com/in/sagefrog

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