The document outlines the evolving landscape of social media marketing, emphasizing a shift from traditional advertisement methods to more interactive engagement strategies. It highlights the importance of creating relevant content and fostering conversations with consumers, while also providing various tools and tactics for businesses to enhance their social media presence. Notable examples include companies like Pepsi and Best Buy leveraging social media campaigns over traditional ads to drive consumer engagement and revenue.

1. You Bring the Rain,
We Make It Pour
Lori Taylor
CEO/Founder
lori@revmediamarketing.com
Linkedin.com/in/lorirtaylor
Twitter.com/lorirtaylor
Facebook.com/loriraylene
Lorirtaylor.com

2. Source: VividLime

3. Source: VividLime

4. What Social Media Marketing is NOT
An opportunity to force feed sales information
A new form of spam
Your stage to market materials & sell, sell, sell
Difficult/Complex
A Waste of Time

5. TRUTH IN ADVERTISING

6. 1960/70s 2008
Ads Exposed to Daily 700
3,000-5,000
Per Capita Spending on Ads $110 $865*
Ave No. of TV Channel/Household 5.7 116
No. of Products - Grocery Store 7,000 45,000+
No. of Books Available 20,000 4 mil.+
Day-After-Recall on TV Ads 36% 3%
INFORMATION OVERLOAD

7. Source: HubSpot
USER CONTROLLED CONTENT

8. THE NEW HOLY GRAIL
Source: HubSpot

9. So if one ad impression is worth $0.01-0.10
…what’s the value of a social media conversation?
http://darmano.typepad.com/logic_emotion/images/2007/04/06/conversation.jpg

10. www.20dbs.com @20dbs
Social Media usage is taking
hold at both B2B and B2C
business... 81% of B2B and
57% of B2C businesses
maintain company-related
profiles on social networks
10

12. www.20dbs.com @20dbs
Pepsi dropped TV advertising for
the 2010 Super Bowl. Instead,
they're investing in a $20M
Social Media campaign. (After 23
years of Super Bowl ads!)
12

13. www.20dbs.com @20dbs
Best Buy has over 2,500
employees helping customers
on Twitter as part of the
Twelpforce initiative
13

14. www.20dbs.com @20dbs
In fact, Best Buy even
purchased TV ads to drive
awareness for their Twitter
initiative.
(Traditional media as the supporting channel
and Social Media as the core channel?!)
14

15. www.20dbs.com @20dbs
Comcast has at least 11 full-
time employees dedicated to
customer service via Social
Media.
15

16. www.20dbs.com @20dbs
In fact, Best Buy even
purchased TV ads to drive
awareness for their Twitter
initiative.
(Traditional media as the supporting channel
and Social Media as the core channel?!)
16

17. www.20dbs.com @20dbs
Dell has attributed over $6.5M
in revenue directly to Twitter
17
+ =

18. www.20dbs.com @20dbs
99% of online retailers plan to
have a Facebook page by
2011 and 91% plan to have a
Twitter page
18

19. www.20dbs.com @20dbs
JetBlue website visitors who
also visited Twitter in July
2009 were 35% more likely to
complete a booking than
visitors who did not visit
Twitter
19

21. CONNECT THE DOTS

22. 8 QUICK START TIPS
Listen & Research
Set Up Accounts
Link the Platforms
Set Up Analytics
Content Strategy
Promotional Strategy
Engagement Strategy
Advertising Strategy

23. LISTENING

24. LISTENING TOOLS
Google Alerts google.com/alerts
Google Blog Scan blogsearch.google.com
Twitter Search search.twitter.com
Site Volume sitevolume.com
Social Mention socialmention.com

25. Create a social media listening
dashboard like iGoogle.
Create a social media listening
dashboard like iGoogle.

26. MARKET RESEARCH

27. MARKET RESEARCH TOOLS
Twellow http://twellow.com
Listorous http:/listorous.com
Technorati http://technorati.com
Search.Twitter http:search.twitter.com
Facebook Search http://facebook.com
LinkedIn Search http://linkedin.com

28. IF CONTENT IS KING,
THEN CONTEXT IS QUEEN

31. TYPES OF CONTENT
Slideshare
Videos
Ebooks
White papers
Tweet book
Paper.li
Webinars

33. HOOKS TO MAGNIFY YOU

34. CRACK THE BLOGGING CODE
Use numbers in your titles
Put together a “ginormous” list
Create your own “ism”
Give away free useful stuff
Ask and they shall receive links
Create a contest
Industry Related Interviews
Create “How To” ebooks, papers, reports, etc

35. THESIS: SEO machine

36. FRUGAL: DIY Set Up Site

37. WOO THEMES: DIY Set Up Site

38. STEP 2
CREATE A COMMUNITY
NING: DIY Set Up Community

39. NING PROFILE

41.  Themes: Frugal, Woo, Thesis, Theme Forest
 Hosting: Blue Host
 Twitter Feed
 Facebook Fan Page Feed
 Community Plug In: Wish List
 Survery Tool: Survey Monkey or Constant Contact
 SEO Tool SEO Scribe Seo Scribe
 Email Marketing: awebber
 TweetMeme
 Share This
 Facebook Like Button
 RSS Feed
 Opt In Box/Free Report
MY
FAVORITE
TOOLS
MY
FAVORITE
TOOLS

42. LINKEDIN

43. Set Up
Optimized
Profile
Set Up
Optimized
Profile

44. Network &
Connect
Network &
Connect

45. ALWAYS BE LINKING

46. Answers
3-5 per week
Answers
3-5 per week

47. Join 10 GroupsJoin 10 Groups

48. SOCIAL MEDIA TACTIC
The 3 R’s:
Relevant
Retweet
Reply
The 3 R’s:
Relevant
Retweet
Reply

49. SOCIAL MEDIA TACTIC
Be Retweetable
“120 is the new
140” Mari Smith
Be Retweetable
“120 is the new
140” Mari Smith

50. FACEBOOK STRATEGY

51. 24
SOCIAL MEDIA TACTIC
Custom Welcome Tab: Sell
The “like” Not The Product!
Custom Welcome Tab: Sell
The “like” Not The Product!

52. SOCIAL MEDIA TACTIC
Always Be BrandingAlways Be Branding

53. Social Media Trifecta
FB + Twitter + Blog
Social Media Trifecta
FB + Twitter + Blog

54. SOCIAL MEDIA TACTIC
Add Twitter
Feed to Your
Fan Page
Add Twitter
Feed to Your
Fan Page

55. ENGAGEMENT IDEAS
Leverage
contests by
hosting or
joining one.
Leverage
contests by
hosting or
joining one.
Ask Facebook fans
to upload how to
videos to help with
education.
Ask Facebook fans
to upload how to
videos to help with
education.
Ask your Facebook
fans a question and
participate in the
conversation.
Ask your Facebook
fans a question and
participate in the
conversation.

56. SOCIAL MEDIA TACTIC
Use the Facebook
Insights to get activity
& demographic data.
Use the Facebook
Insights to get activity
& demographic data.

57. Outcomes
Like Us!
http://www.facebook.com/marketingboo
Metric Asset Why is it important? Where is it found?
Unique Users Web page How many distinct people
do you reach?
Web analytics
package
Page Views Web page How many pages are
viewed on your site?
Web analytics
package
Bounce Rate &
Time Spent
Web page, Facebook How often do people come
to a site & immediately
leave?
Web analytics
package
# of “Fans” Facebook page How many people identify
with your brand?
Insights
Content Likes Facebook page How often do people
endorse your content?
Insights
Wall Posts &
Comments
Facebook page How much do people post
content & comment?
Insights
Post Quality Facebook page % fans who comment +
comparison to like pages
Insights
Unsubscribes Facebook, e-mail # of people who disengage Insights

58. TWITTER

59. www.20dbs.com @20dbs
20% of tweets are about
products such as invitations
for product information,
answers or responses from
peers or directly by brand
representatives
59

60. www.20dbs.com @20dbs
44% of Twitter users have
recommended a product.
60

61. www.20dbs.com @20dbs
58% of people said if they had
tweeted about a bad
experience, they would like
the company to respond to
their comment
61

62. www.20dbs.com @20dbs
Twitter's estimated valuation
is $1 Billion
62

63. TWITTER ANALYTICS

64. MEASURE YOUR INFLUENCE

65. 46
SOCIAL MEDIA TACTIC
Submit
articles to
directories
Submit
articles to
directories
Always be quietly branding
websites, emails, footers
Always be quietly branding
websites, emails, footers
Social media releaseSocial media release
WildfireWildfirePollsPolls
Google
TV
Google
TV
PROMOTION STRATEGY

66. SOCIAL MEDIA TACTIC
Hold a contest
at You Tube.
Hold a contest
at You Tube.

67. FAVORITE RESOURCES
PR Web social media releases
Wildfire promotions
Odesk bookmarking, seo, technology
Rent A Coder apps or scripts
Elance content creation
Quote Daddy quote of the day
Hootesuite content distribution & tracking
Bit.ly url shortener and tracking

68. Social Media Is An Interactive Billboard
Enable all relevant
forms of
communication:
• Call Back
• Email
• Fax
• Forms
• Live Chat
• Mail
• Message Board
• SMS
• Toll Free
Test your forms for
length and personal
questions
Constantly work your
copy and call to actions
Questions?
Click for
answers!
Source: Hub Spot

69. Social Media Is An Inbound
Marketing Tool
Process Tools
Convert
• Offers / CTAs
• Landing Pages
• Email
• Lead Intelligence
• Lead Mgmt
• Analytics
Convert
• Test
• Target
• Nurture
Get Found Get Found
• Publish
• Promote
• Optimize
• Content Mgmt
• Blogging
• Social Media
• SEO
• Analytics
Source: Hub Spot

70. Turning small groups of
Enthusiasts,
Users, Customers and
Consumers
Into Authors, Producers, Scouts,
Testers and
Collaborators & Broadcasters
Into Community Members,
Advocates, Ambassadors
and Evangelists
Thinktank/
Sounding
Board
Scout/
Mystery
Shopper
Advisory
Council/
Cause
Torchbearer
Seeded
Adopter/
Beta Tester
Customer
User
Consumer
Collaborator/
Producer
Evangelist/
Ambassador/
Advocate
Community
Member/
VIP Insider
Influencer
Social Media Is Your Coffee Shop
Source: Hub Spot

71. Social Media Can Drive
Traffic To Your Business
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
• Micro-Blogging
• Promotions
• Social Networking
Source: Hub Spot

72. Social Media Is Your Translator
If Content is King, then Context is Queen…
Be Relevant to Engage Them If You Want To Go Viral!
The 3 Golden Rules
Say What You Do, Do What YouSay What You Do, Do What You
Always Show Them You CareAlways Show Them You Care
Don’t Forget To Be SpontaneousDon’t Forget To Be Spontaneous

73. You Bring The Rain, We’ll Make It Pour
Lori TaylorLori Taylor
CEO/FounderCEO/Founder
lori@revmediamarketing.com
Linkedin.com/in/lorirtaylor
Twitter.com/lorirtaylor
Facebook.com/loriraylene
Lorirtaylor.com