This document provides an overview of social media marketing for businesses. It discusses the importance of social media marketing, defines key terms like social media marketing and different social media channels. It also provides best practices for social media marketing including tips for using platforms like Facebook, LinkedIn, blogs and Twitter. Measurement of social media effectiveness and engagement is also covered. The document aims to help businesses understand social media marketing and how to get started.

1. Social Media Marketing for
Business
Surekha Parekh
World –Wide Marketing Program Director &
Social Media Strategist

2. Introduction – Surekha Parekh
World –Wide Marketing Program Director & Social Media Strategist
Over 25 years Business Experience – Chartered Institute of Marketing
Several Business & Marketing Strategist Roles – Passionate Marketer
Completed Exec MBA at Warwick Business School
Business is about Building Relationships - Social Media Marketing
2

3. Objective Today
 The Importance of Social Media Marketing for Business
 Help you understand the connection between Marketing & Social Media
 What is Social Media Marketing
 The Social Media Tools & Channels Available
 Share Best Practices & Hints & Tips
 Provide contact name for mentoring or advice for future
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4. What you will learn ?
 What is Marketing ?
 What is Social Media Marketing ?
 The importance of Social Media Marketing for Business
 Social Media Channels
Blogs
Facebook
LinkedIn
Twitter
Virtual Communities
 Getting Started of Social Media Channels
 Pros & Cons of Social Media Marketing?
 Best Practices (Hints & Tips)
 Questions & Answers

5. Importance of Social Media for Business
Recent research from analyst house Gartner has forecast that not
responding to social media will become as fatal to a brand image
as not replying to phone calls and emails are today.
Gartners’ 3 point Strategy for Businesses
1. Participate and don’t let a negative remark put you off
2. Don’t have a blanket reply; develop appropriate responses dependent
on the comment
3. Plan for a spike in social commentary and develop communications
practices to cope with it
Perhaps worryingly, Gartner found that while over half of
companies monitor their social media usage and response, just
under a quarter (23%) collect and analyse the data.

6. What is Marketing ?
“Marketing is a management process for responsible for identifying,
anticipating & satisfying customer requirements profitably “
Chartered Institute of Marketing
7 Steps of Successful Marketing
 Creating products or services
 Educating prospects
 Building rapport
 Demonstrating your passion
 Putting your prospect or client’s best interests first
 Providing excellent service
 Keeping in touch
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7. What is Social Media Marketing ?
 Social Media are primarily internet and mobile based tools for
sharing and discussing information with people.
 Social Media offers ways to exchange information through the use
of clicks or downloads/uploads.
 Social Networking is nothing new – humans are all about social
interaction
 Social Media Marketing is essential tools for all marketers to
directly impact pipeline. IT’s FREE or low costs
 Can be use at all phases of AIDA cycle
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8. Social Media Marketing & A – I – D - A
Traditional Marketing
Tactics
AWARENESS
Email /Direct Mail
Web Marketing
Newsletters INTEREST
Brochures
Videos
DESIRE
Testimonials
Case Studies
ACTION
Offers Early Bird
Conferences etc
Etc

9. Social Media tools enables you to build virtual
relationships
5 Variables important in building relationships
 Commitment
 Trust – high level of trust creates positive attitude
 Customer orientation/empathy - understanding customer’s pains
or position
 Experience/satisfaction - positive experience creates trust -
negative experience hinder relationship
 Communication – two way discussions - giving and receiving
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10. Why Social Media Marketing ?
What is your objective ?

11. 10 Questions Marketers/Businesses want
answered about Social Media Marketing
1. What are the best practices and tactics to use ?
2. How do I measure the effectiveness of social media ?
3. Where do I start ?
4. How do I manage social balance ?
5. What are the best sites and tools out there ?
6. How do I make the most of my available time ?
7. How do I find and focus my efforts on my target audience ?
8. How do I convert my social media efforts into tangible results ?
9. How do I cohesively tie different social media efforts together ?
10. Does social media marketing work and if so how effective is it ?
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12. The Social Networks ranked as “Top 5”
 Based on popularity (Unique Monthly Visitors)
 Facebook
Estimated at 1Bilion (total visit estimated at 1.7 billion)
 Twitter
Estimated at 250,000,000
 LinkedIn
Estimated at 110,000,000
 MySpace
Estimated at 70,500,000
 Google Plus+
Estimated at 65,000,000
*From “Top 15 Most Popular Social Networking Sites | August 2012”,
http://www.ebizmba.com/articles/social-networking-websites

13. Growth Rates of
Social Networks

14. Types Social Media Channels
 Blogs - Web sites designed to let you easily update or change content
and allow readers to post their own opinions and reactions
 Social Networking Services - Originally developed to facilitate the
exchange of personal information (messages, photos, videos)
 Full Networks :- Facebook or MySpace
 Micro Blogging (short messages) :- Twitter
 Professional Networks :- LinkedIn Plaxo
 Other Speciality Networks within vertical industry or demographic
 Community Building services
 NING (World of DB2 for z/OS)
 Social Networking Sharing Services – facilitate posting & commenting
on videos, photos & audio
 YouTube , Flicker, Podcast Alley

15. Types Social Media Channels
 Social Bookmarking Services-Like private bookmarks of your favourite
sites but publicly viewable list of sites that others have recommended
 Recommendation services e.g. Del.icio.us, StumbleUpon
 Shopping Services:- Kaboodle or ThisNext
 Social News services – On these peer-based lists of recommended
articles from news sites, blogs or web pages. Users often “vote”
 Digg,
 Technorati,
 Reddit,
 Social geo locations and Meeting places
 Foursquare, Gowalla, Loopt
 Other GPS applications many of which operate on mobile devices


16. LinkedIn – More for the Professional
 LinkedIn is the most Powerful B2B Social Network
 61% B2B companies have acquired a customer via LinkedIn
(source www.hubspot.com)
 LinkedIn drove more B2B website traffic nearly 3 TIMES > Twitter
(source www.leadformix.com 2010 survey)
 Main Use is for documenting professional experiences
 Also…
Professional networking
 Maintaining contact list
Professional discussion groups
Job opportunities
 http://www.linkedin.com/

17. LinkedIn – Business Orientated Social Network
 Biggest business networking community online
 Join relevant LinkedIn Groups to reach your target audience
 Join discussions SHARE EXPERIENCES
 Communicate and build relationships
 Build TRUST - demonstrate COMMITMENT
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18. Getting Started Complete Profile
Just the START
 Use Keywords find the right words to describe your current position
use KEYWORDS in PROFILE HEADLINE & Summary
(Search Engines & LinkedIn use KEYWORDS)
 Add PHOTO
 Add your company website URL not personal URL
 LinkedIn Status not like FB – should be Business Focused not
PERSONAL

19. Build a network of STRONG TIES
 Follow an in-person meeting with LinkedIn Connection request
 Follow up on phone calls with LinkedIn requests
 Do not use generic requests add some details
 Review LinkedIn suggested contacts
 Connect to all work colleagues shows strong impressive of
connected company
 Reach out to people in your groups but ADD context to REQUESTS

20. LinkedIn Professional Groups
 JOIN *
 CONNECT
 SHARE &COLLABORATE
 AND request subgroup for Regional DB2 USER GROUPS
* Live Link, try it and click through

21. Communication – 2 ways
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22. Summary LinkedIn Hints & Tips
 Leverage Existing groups
 If group does not exist for your target audience only then create
new group.
 Group management 24x7
 Many groups are inactive /no engagement
 If group already exist ask group owner if you can create a sub group
 Increase your personal network with target audience
 Share discussions with via other social channels
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23. #1 Social Network is Facebook
 As of Oct 2012, Facebook has over 1 Billion active users
 Facebook users can
 Create a personal profile
 Add other users as friends
 Exchange messages
Includes automatic notifications of profile updates users
 Join common-interest user groups
Work or pleasure?????

24. Facebook Fan Page
Companies use
FB to maintain on
going public
dialogue with
colleagues ,
customers &
prospects
Integrated with
other social media
channels such as
Twitter
YouTube
Pinterest
Facebook FACTS
Over 1Billion
users 1 in 7
people in the
world use FB
35+ Demographics
represent 30% of
user base
In 20 minutes 1M
links are shared
on Facebook
71% of USA
internet users are
on Facebook

25. Facebook – The World of DB2 for z/OS
Join
Facebook Fan
page and stay
in touch your
Community
Collaborate
Share
Social or
business
information
with “like-
minded “
individuals

26. Twitter & Hashtags
What is Twitter?
 Online social networking service and Microblogging service
 Users can send and read text-based messages up to 140 characters,
("tweets“)
• Tweets posted to your timeline, sent to your followers, and are
searchable via Twitter Search (http://search.twitter.com/)
• More than 500M users - 170M active (as of 2012)
 Benefits
 Immediate, Portable & EASY !
 Posts can be written and received via variety of devices inc cell
phones, ipads etc
 Since people are on computers & mobiles daily Twitter is ideal tool
for marketing

27. Twitter accounts activity for top 20 countries

28. Twitter , Microblogging – Growing FAST
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29. Twitter Do’s
 Do create a Twitter profile that helps people verify your legitimacy
 Do let consumers know who they are talking to (a real person, not a bot)
 Do protect consumer information
 Do provide customer care and feedback
 Do include your social media affiliations on your corporate Web site
 Do see what other businesses are doing on Twitter
 Do use Twitter search engines for keyword searches around brands,
products
 Do follow Twitterers with similar interest to establish a brand presence
with conversation
 Do use Twitter to start a conversation – ask your followers to come up
with new ideas or ask what they’re doing now
 Do learn about customer needs – what other things are customers
interested in?
 Do advertise an event or promotion
 Do ask questions and get feedback from your followers
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30. Twitter Don’ts
 Don’t use Twitter to push ads or brand messaging.
 Don’t just Tweet but also follow others to join in or start a conversation.
 Don’t use Twitter to tell your everyday tasks; make sure your Tweets are
valuable.
 Don’t Tweet anything about clients, co-workers or others that you would
not want them to see.
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31. Twitter Terminology
@ -- how you refer to another Twitter user. For example, @SocialMktg4U
means you're either sending a tweet or talking about a tweet from
“SocialMktg4U”
Replies and mentions both contain the @ symbol.
Direct message (DM) is like a private message, replies are public.
You can only send a direct message to someone who is following you.
To send a DM, start your tweet with "DM @username."
Hashtags - keywords provide additional context to your tweets and
make them easier for others to find. To create a hashtag, prefix a word
with the hash symbol: #. You can track tags on Twitter Search.
Retweeting on Twitter involves copying an original message, pasting it
in
a new Twitter message, then adding "RT @username" before the
message to denote whom you received the original tweet from.

32. Blogs allows us to tap
Why Blogging Matters ! into the power of
people:
1. It brings ideas out to the public.
“behind the eyes and
2. It provides a forum for communicating.
between the ears”
3. It showcases new ideas.
4. It presents different perspectives.
5. It allows for disintermediation traditional media (if something written
about you was wrong, set the record straight).
6. It allows people to find you through search and search engines love
blogs.
7. It empowers people to respond.
8. It allows for communication with very niche segments.
9. It allows you to spark conversation.
10. It encourages collaboration with community to solve problems.
11. It helps to create your brand and get your message out.
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33. Blogs – Why Marketers Blog
 Establish authority
 Converse with customer base
 Search related benefits
 Instant feedback, reciprocity and commitment
 Easy syndication with RSS
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34. Blog - integrate on all Social Media Channels
34

35. Blogs (Web log) - Term First Used in 1997
 Easy to publish website that serves as a platform to share specialized
knowledge or a unique perspective
 Allows individuals (or groups) to directly and easily share ideas with
others online.
 A conversation catalyst, not just a publishing medium.
 Ability of readers to comment encourages discussion, debate and
sense of extended community.
 Results in active interlinking among blogs

36. TweetDeck /HootSuite – Schedule
36

37. How do you measure, manage the impact of social
media ?
 No of Hits Do Not Matter in Social Media marketing world
Hits , tweets do NOT directly impact pipeline
Can not measure ROI
 The Holy Grail is ENGAGEMENT
We want some evidence that the people you’re reaching are at least alive
and somewhat interested in brand/product. If they clicked on something,
bought something, downloaded something, retweeted something, or said
they liked us, then we have some sign of life out there..”
37

38. “OSTAC” Model for Social Media Marketing
Best Practices & Tactics
 Objectives (SMART) :- Have clear objectives e.g. 1000 registrations
for upcoming webcast , downloads etc
 Strategy – How are you going to achieve this ?
 Segmentation -
 Who are you going to target ? Job roles /titles
 What is the hook ? Message e.g Cost Savings
 Tactics – Plan Channels /Dates etc
 e.g. Twitter , LinkedIn, Facebook, Web Marketing , emails etc
 Actions
 e.g. Add discussion, emails etc on LinkedIn Groups - Date
 Control Measurement & Tracking week 1 - 100 registrations etc
38

39. Strategy (STP)
• Segmentation - Existing Customers
(Market Penetration & Development Strategies )
• Targeting - Roles/Titles (IT Architects, Managers, etc )
• Positioning - Understand minds of customers (based on needs &
wants )
It is well known in marketing that the cost of maintaining existing
customers is far below the cost of finding new ones – it costs 6-9
times more to win a new customer (Davidow, 1986).
A well-known Harvard Business Review study (Hallowell, 1996),
demonstrated that increasing customer retention by 5% could
enhance profitability by 100%.
39

40. Benefits of Social Media Networking
 Facilitates two way communication and content sharing
 Can become productive component of career development
 Can enhance your company's online visibility,
 Strengthen relationships with clients, partners, suppliers et al
 Minimal upfront cash required
 FAST Access to information, resources and people

41. Cons of Social Media
 Can be time consuming
 Can be additive – need self discipline and strong time schedule
 Need to learn new skills and follow social computing guidelines
 Don’t participate in for its own sake, or just because everyone else
has.
 Be selective about social media platforms – tailor to your own
business and personal goals.

42. Slideshare – The IBM Network
http://www.slideshare.net/IBM

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44. BEST PRACTICES

46. Social Media Risks

47. Summary
What are Best Practices & Tactics to Use
 Understand Customer Needs & Wants
 Create tactics & deliverables that address customer needs & wants
 Use Multiple Social Networking Sites & Communities
 No need to re-invent the wheel - leverage existing groups, communities
 Don’t forget traditional marketing tactics (e.g Web Marketing, emails)
 Integrate social media marketing with all tactics (AIDA)
 Reinforce consistent message e.g “ Don’t forget to register etc “
47

48. Thank-You !
Surekha Parekh

49. Social Media Analytics – World of DB2 for z/OS
49

50. 50

51. IBM Social Computing Guidelines – Part 1
 Know and follow IBM's Business Conduct Guidelines.
 IBMers are personally responsible for the content they publish on-line,
whether in a blog, social computing site or any other form of user-
generated media. Be mindful that what you publish will be public for a
long time—protect your privacy and take care to understand a site's
terms of service.
 Identify yourself—name and, when relevant, role at IBM—when you
discuss IBM or IBM-related matters, such as IBM products or services.
You must make it clear that you are speaking for yourself and not on
behalf of IBM.
 If you publish content online relevant to IBM in your personal capacity
use a disclaimer such as this: "The postings on this site are my own
and don't necessarily represent IBM's positions, strategies or
opinions."
 Respect copyright, fair use and financial disclosure laws.
 Don't provide IBM's or another's confidential or other proprietary
information and never discuss IBM business performance or other
sensitive matters publicly.

52. IBM Social Computing Guidelines – Part 2
 Don't cite or reference clients, partners or suppliers without their approval.
When you do make a reference, link back to the source. Don't publish anything
that might allow inferences to be drawn which could embarrass or damage a
client.
 Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or
engage in any conduct that would not be acceptable in IBM's workplace. You
should also show proper consideration for others' privacy and for topics that
may be considered objectionable or inflammatory—such as politics and
religion.
 Be aware of your association with IBM in online social networks. If you identify
yourself as an IBMer, ensure your profile and related content is consistent with
how you wish to present yourself with colleagues and clients.
 Don't pick fights, be the first to correct your own mistakes.
 Try to add value. Provide worthwhile information and perspective. IBM's brand
is best represented by its people and what you publish may reflect on IBM's
brand.
 Do not use IBM logos or trademarks unless approved to do so.

53. IBM Social Computing Guidelines – Part 3
 The “Guidelines” contain much more detail…
 “In the spring of 2005, IBMers used a wiki to create a set of guidelines for all
IBMers who wanted to blog.”
And that we will share…..
 IBM Social Computing Guidelines
 for Blogs, wikis, social networks, virtual worlds and social media are
available at:
http://www.ibm.com/blogs/zz/en/guidelines.html

54. Results over 5000 registrations – 6-8 weeks !
 DB2 10 Book
 Over 500 books shipped 4-6 weeks
 Newsletter – 30,000 + subscribers
 Webcast
 DB2 10 launch webcast - 1499 regs
 Why is DB2 better than Oracle RAC 800+
 Upgrading to DB2 9 or 10 approx 900 +
 Whitepapers Downloads -1500+ 4-6 weeks
 Business Value of DB2 10 – Julian Stuhler
 A Matter of Time: Temporal Data Management
 Why DB2 for z/OS is BETTER than Oracle RAC ?