This document discusses developing a social media strategy and key considerations for marketers. It notes that both consumers and businesses are using social media to communicate, so marketers must use social media effectively to engage with both groups. It also highlights the importance of listening to customers on social media, developing metrics to measure results, organizing company structures to facilitate social media efforts, and establishing social media policies to guide employee participation.

1. DEVELOPING SOCIAL MEDIA STRATEGY

2. Consumers and Businesses Use SM To Communicate Marketers Must Use SM (Wisely) To Communicate With Both

3. CONSUMER PARTICIPATION IN SOCIAL MEDIA http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png

4. IS NOW ABOUT 700 MILLION Insidefacebook.com

5. SOME FACEBOOK METRICS SURPRISING? SocialCode is a full-service Facebook agency http://socialcode.com/ http://www.marketingcharts.com/direct/older-facebook-users-click-more-like-less-18989/

6. DEMOGRAPHIC DIFFERENCES http://www.marketingcharts.com/direct/2-in-3-online-adults-use-socnets-18975/

7. GLOBAL DIFFERENCES http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/ http://www.marketingcharts.com/direct/women-do-more-social-networking-13671/comscore-women-world-wide-socnet-july-2010jpg/

8. BUSINESS PARTICIPATION IN SOCIAL MEDIA http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/

9. SMASH HIT OF THE SEASON METRICS Debuted on Facebook Fans from 1.6m to 3.1m over a weekend http://www.youtube.com/watch?v=idLG6jh23yE 757,678 views “official version” http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html

11. GOOD CAMPAIGNS CONTINUE, EVOLVE

12. THE MAN IN THE TOWEL http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded

16. Video Conferencing for Execs, Customers

17. “Defend the Network Game”

18. Facebook, Mobile, Blogs

19. Social Media Widgethttp://www.socialmediaexaminer.com/cisco-social-media-product-launch/

20. METRICS 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!) Top Execs Spent only 1 Hour Viewing Media – 3x usual articles, > 1000 blog posts 40 Million Online Impressions COST = 1/6 OF TRADITIONAL MEDIA LAUNCH! SAVED OVER $100,000! http://www.socialmediaexaminer.com/cisco-social-media-product-launch/

21. DEVELOPING SOCIAL MEDIA STRATEGY

22. Originally suggested by Jeremiah Owyang http://www.web-strategist.com/blog/

23. MARKETERS USE SM FOR ACQUISITION JULY 15, 2010

24. MARKETERS USE SM FOR RETENTION SEPTEMBER 20, 2010

25. NON-PROFITS USING SM TO RAISE $/€ http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter Over $500k ??

26. WHAT NOKIA SAYS

27. HAVE INTERNAL GUIDELINES http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference

28. CONTINUOUS ENGAGEMENT! http://conversations.nokia.com/ http://blog.ovi.com/

29. THE NEW MEDIA http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html Shared Media – Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that results in content is “shared media” since it’s a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media can propagate across an individual’s network to others, and so on and so on. Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media. http://www.toprankblog.com/2011/07/online-marketing-media-mix/

30. EXECUTING SOCIAL MEDIA STRATEGIES

31. https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1

32. Originally suggested by Jeremiah Owyang http://www.web-strategist.com/blog/

33. 8 STAGES OF LISTENING STRATEGY http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

34. ALTIMETER CALLS IT ‘SOCIALGRAPHICS’

35. WHAT QUESTIONS SHOULD MARKETERS ASK? Where Are Your Customers Online? What Are Their Behaviors Online? What Social Information or People Do They Rely On? Who Do They Trust? What Is Your Customer’s Social Influence? Who Trusts Them? How Do Customers Use Social Tech In The Context of Your Products? Charlene Li and Jeremiah Owyang reproduced in http://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/

36. SOMETHINGS WE KNOW http://www.powerreviews.com/newsletter-q310-pehr.php

37. Plateaued Increased http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you

38. FOOD SHOPPERS NEED INFO AT POP

39. DELL LEARNED TO LISTEN, COMMUNICATE http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx http://www.ideastorm.com/

40. BRANDED COMMUNITIES IMP. PLATFORMS http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600

41. LEGO IS GOOD AT ENGAGING

42. LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION

44. TRENDING SoLoMo SOCIAL LOCAL MOBILE

46. GROUPON OFFERS LOCALIZED PROMOS 115 Million Subscribers, 8/5/2011 http://vator.tv/news/2011-08-05-groupon-subscribers-now-number-115-million

47. SO DO TONS OF OTHERS!

48. NOT SMOOTH SAILING http://www.businessinsider.com/groupons-north-american-merchant-pool-declined-in-q2-2011-8 http://socialtimes.com/how-much-money-is-groupon-losing-too-much_b73903 Interesting Reading http://techcrunch.com/2011/06/13/why-groupon-is-poised-for-collapse/ http://online.wsj.com/article/SB10001424053111904279004576526283328853022.html

49. FACEBOOK OUT, GOOGLE IN

50. BUT Tag Locations in Posts Before: You could only "check in" to locations using the Places feature on a smart phone. Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all. Making It Easier to Share With Who You Want by Chris Cox on Tuesday, August 23, 2011 at 2:00pm https://blog.facebook.com/blog.php?post=10150251867797131

51. WHO, WHERE, HOW PEOPLE FIND/MOBILE

52. EXECUTING IS AN ORGANIZATIONAL ISSUE EVEN MORE THAN A MARKETING ONE TECHNOLOGY MINOR IN COMPARISON

53. WHY ORGANIZATION, NOT TECHNOLOGY??? ThereIs Organizational Resistance Managers Fearful of Direct Public Interaction Workers Have to Learn New Skills Work in (New, Different) Groups ROI Is Not Immediate A PROCESS OF ORGANIZATIONAL CHANGE

54. KEY ISSUES METRICS ROI ORGANIZATION POLICY GUIDELINES

55. SOCIAL MEDIA STILL SEEKING ACCEPTANCE

56. THE IDEAL – INTEGRATED METRICS Google Analytics WebTrends HubSpot

57. RECOMMENDED

58. ROI MORE THAN METRICS

59. HOW TO ORGANIZE - FORRESTER Forrester Research Report “Organizing for Interactive Marketing” August 2010

60. HOW TO ORGANIZE - ALTIMETER http://www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/

61. POLICIES, WRITTEN GUIDELINES ESSENTIAL

62. MANY VARIATIONS Other Examples http://www.fastcompany.com/1668368/social-media-policies-the-good-the-bad-and-the-ugly

63. SOME EXAMPLES Corporate Policy – IBM http://www.ibm.com/blogs/zz/en/guidelines.html Comment Moderation Policy –HuffPost http://www.huffingtonpost.com/p/frequently-asked-question.html#moderation Branded Community http://forums.bestbuy.com/t5/Welcome-News/Community-Guidelines/td-p/9 Cause-Oriented Community http://push.pickensplan.com/notes/Community_Guidelines

65. OTHER STRATEGY CONCEPTS/ISSUES Content Marketing Inbound Marketing Mobile Marketing/Apps Social Sharing/Influence Social Commerce

66. MANY OTHER ISSUES, TRENDS, EXAMPLES Comment Communicate Collaborate