The document discusses how social media can be used effectively for marketing purposes. It provides examples of how brands can engage audiences on social networks, incorporate social media into marketing strategies, and leverage influencers to amplify messaging. Specific tactics mentioned include placing branded content on photo sites, online radio, and syndicated shows, as well as tracking engagement through services like TweetReach. The document advocates that social media is not about quick gains but rather building conversations and tapping into new audiences.

1. get social
Sam Levin
9.16.2009
Wednesday, September 16, 2009 1

2. social media is not...
Global dominance
Quick riches
Cure/panacea to ailments
Derail competition
Wednesday, September 16, 2009 2

3. yet, social media is about...
engaging with audience
building conversations
creating a voice
tapping into the next generation
of mobile consumers
Wednesday, September 16, 2009 3

4. ready for (social) upgrade...
Wednesday, September 16, 2009 4

5. awareness >buzz>leads: sales!
(ie: Retail Store iPhone launch)
Wednesday, September 16, 2009 5

6. placed within syndicated shows
Wednesday, September 16, 2009 6

7. brands>conversation<interaction
online radio, social media, iPhone affinity sites
ppMinute
Wednesday, September 16, 2009 7

8. placed/tagged onto photo sites
Wednesday, September 16, 2009 8

9. brand positioning/voice
iPhoneDeveloperCamp2
Teens In Tech Conference
iPhoneLive
Wednesday, September 16, 2009 9

10. social media and shopping
Retailers join consumers in
the online conversation
Consumers' use of social media is altering
the way stay relevant, decisions. To
To they make purchase retailers must
staydetermine how determine how
relevant, retailers must to incorporate social
media, such as social networks and
to incorporate social media, such as social
networks andinto into their marketing
blogs, blogs, their marketing strategies.
strategies.
Wednesday, September 16, 2009 10

11. social network user demographic
Social Network User Demographics
Adults constitute the bulk of social networkers, but
use still skews young.
The share of adult Internet users
The share of adult Internet users who have a profile
on an online social network site has more than
quadrupled since 2005, from 8% to on an online
who have a profile 35%, according to
a November–December 2008 Pew Internet &
social network site has more than
American Life Project survey.
quadrupled since 2005, from 8%
Pew said adults still make up the bulk of social
to 35%...
networking site users. But younger online adults
were much more likely than their older counterparts
to use social networks, with three-quarters of those
ages 18 to 24 using the sites, compared with just 7%
of Internet users ages 65 and older.
Wednesday, September 16, 2009 11

12. “ What we would like to do is
dial back on our paid media in
favor of social channels. ”
“That's a devastating statement for traditional
advertising, but it also shows
how powerful a marketer who is deeply
immersed in social media is finding it to be...”
Chris Curtin
vice president of digital strategy for Hewlett-Packard
Wednesday, September 16, 2009 12

13. “...Blogs had the highest rate of engagement, with 54%
of the US Internet user base consuming this content.
Social network users made up 41.2% of the US Internet
population in 2008, while user-generated video viewers
represented 36% of users. Wiki content was consumed
by approximately 34% of US Internet users...”
eMarketer, Jan 2009
Wednesday, September 16, 2009 13

14. Twitter; What’s the deal?
how it works
Wednesday, September 16, 2009 14

15. social media = the multiplier effect
connecting with key influencers
Wednesday, September 16, 2009 15

16. tweetreach = real world tracking
TweetReach: Results for western digital tweetup 6/9/09 12:07 PM
western digital tweetup Go »
Use something distinctive you've tweeted like a phrase, url, or hashtag. Help...
Your Twitter profile goes here!
Boost your Twitter popularity by promoting your profile on dozens of
Twitter applications. Click here to become a Featured User.
Become a sponsor at FeaturedUsers.com
Tweet These Results
TweetReach for western digital tweetup
Reached 21,812 people via 36 tweets
Searching a maximum of 50 tweets
Tweet Types Exposure: 72,777 Impressions
Each pie slice shows how many people saw how many tweets
Impressions Contributed by
kyeung808: Pics from last night's tweetup at Rickshaw Bagworks w/Western 22 Twitterers
Digital http://bit.ly/2TQQhD #wdtv @wdtweetup danielbru 25,974
4 days ago
lauralovesart 19,326
kyeung808 7,348
Jennicricket: headed to 22nd st for western digital tweetup, hope there's food. krystyl 5,874
5 days ago
clairesays 3,368
adamjackson 2,977
sukhjit 1,996
on3nightstan: At the Western Digital Tweetup at Rickshaw Bagworks. Free
pizza? Yes plz. yoadrienne 1,345
5 days ago samlevin 919
letsgoduke 695
jteiser: @ Rickshaw Bagworks @ a Western Digital tweetup organized by MarieADomingo 686
@samlevin. on3nightstan 489
5 days ago
YorkandChapel 477
Jennicricket 469
lauralovesart: we have lift-off! on my way to Western Digital WD TV HD Media travismurdock 241
Player Tweetup at Rickshaw Bagworks! see you there???? teddysf 201
5 days ago
jasonmancebo 159
Wednesday, September 16, 2009 secretsushi 106 16

17. 40 of the Best Twitter Brands
and the People Behind Them
Mashable, Feb 2009
sampling:
Ford Comcast
Chevrolet Zappos
GM DELL
Chicago Bulls Luxor Hotel
Jet Blue Marriott
Hertz Carnival Cruises
Southwest Airlines
Wednesday, September 16, 2009 17

18. the best chief executives are nothing if not efficient
and what’s more efficient than 140 character memos?
BusinessWEEK, Jan 2009
corp/followers
DIGG 100k TechCrunch 30k
Robert Scoble 95k 1938 media 7k
Guy Kawasaki 170k GeekBrief TV 50k
Wine Library 35k Zappos 1.2M
Daniel Brusilovsky 5k
Wednesday, September 16, 2009 18

19. Wednesday, September 16, 2009 19

20. “these days not having
an iPhone App is like not
having a URL”
Wednesday, September 16, 2009 20

21. 30 million iPhones
1B downloads
70,000 Apps
Wednesday, September 16, 2009 21

22. • leverage iPhone community/co branding opportunities
• use iPhone as a viral weapon
Wednesday, September 16, 2009 22

23. 7 ways to go viral
7 ways
to go viral
1. Communication Messaging
4. Platforms Consider Ebay: perhaps the
best example of a strong franchise where use of a
platform drives further adoption in a virtuous cycle.
Get your users to do something that involves others
in a way that engages them to use the platform. Then
get them involved in building the community.
within communities and networks has driven virality
5. UGC
for companies like Skype, Facebook, MySpace, and
even Fax machines. Since you can’t communicate User generated content can result in high
with others who have the tool until you get it, levels of traffic and drives results in organic search.
communication works to drive virality where the YouTube, Wikipedia and Yelp are probably the best
medium requires some sort of membership. examples of this.
2. Invitations Make it easy for users to
invite all their friends. Give the membership reasons
6. Emotional Connections
Countless Facebook and OpenSocial applications
to send messages to friends for something other than have taken advantage of surveys, comparisons and
invitations to join. Possibly even make it hard for them other fun games designed to drive virality. Big growth
not to. Email, IM, VM and community apps. can be realized from getting users to input some data
and gave them information about themselves (whether
3. Widgets
it be an IQ test, which sort of Superhero you are, or
Reid Hoffman refers to this contact info on old friends).
as “invading a community”. Rockyou, Slide,
Photobucket and a host of others have done a
great job here. Increased penetration in an existing
community makes it more likely that a new user will 7. Paid There have been several businesses that
successfully grew by paying both new and inviting
see one of your widgets and want to get something
similar. Increasing returns to scale means that the big users. The economics can make this more difficult for
get bigger faster. The challenge here is in effectively media models than commerce models. However, it can
seeding distribution of widgets amongst opinion drive a lot of new adoption and did for AllAdvantage
leaders and early adopters etc. and Paypal.
Connecting Ideas with Audiences SECRETS TO EFFECTIVE INTERNET MARKETING 02.26.09 page 6
Wednesday, September 16, 2009 23

24. who/what to read
• Web Strategy, Jeremiah Owyang: http://www.web-
strategist.com/blog
• Smartbrief on Social Media: http://smartblogs.com/
socialmedia/category/social-media-101
• eMarketer: http://www.emarketer.com
• She’s Connected: http://shesconnectedmultimedia.com
• Social Media Insider: http://www.mediapost.com/
• Alltop, Guy Kawasaki: http://social-media.alltop.com/
Wednesday, September 16, 2009 24

25. news and events
News and Events
1. Pre-seed credibility with coverage by leading tech press.
2. Create pre-launch buzz.
3. Get reviews by early adopters and key influencers.
4. Blogger sites, both grass roots consumer and broadly
relevant industry opinion makers.
5. Create links from stories and discussion groups from
media to build on search results.
6. Build worldwide audience numbers through influencers.
7. Find a voice with consumer-oriented mainstream media.
8. Founder interviews build credibility and funding options.
Connecting Ideas with Audiences SECRETS TO EFFECTIVE INTERNET MARKETING 02.26.09 page 7
Wednesday, September 16, 2009 25

26. social media: strategy and process
Setting up the Process and Plan
6-12 month Plan
Increase visibility across social networks to drive
awareness, traffic to web site, partner sites, lift demand
>Pick Key Products from your products/services
>Identify/Understand Messages/Audience
>Create Tactical Plan to Achieve Results
>Measure Effectiveness, Refine and Evolve
Wednesday, September 16, 2009 26

27. ideas
• Social Media Focused: Twitter, Facebook, YouTube, Ning,
flickr, etc
• tap into iPhone community
• Coordinate w/MarCom (PR/Events/Ads) - eNewsletter,
Blog, SMS, Partner (Retailer) Communication
• additional in kind sponsorships, Tweetups
• attending trade events and marketing with related
companies
Wednesday, September 16, 2009 27

28. get social
2009
streams, blogs, interactive engagement
=
active & passionate consumers
Wednesday, September 16, 2009 28

29. get social
twitter.com/samlevin
facebook.com/sammylevin
samlevin.com
linkedin.com/in/samlevin
youtube.com/samlevin
ichat/aim/tokbox: samlevin
Wednesday, September 16, 2009 29