The document provides a comprehensive overview of social media marketing for businesses, highlighting its importance for engagement and communication with customers and stakeholders. Key insights include statistics on user behavior, successful case studies from companies like Pepsi and Best Buy, and strategic advice on utilizing various social media platforms such as Facebook, LinkedIn, and Twitter. It emphasizes the necessity of integrating social media into existing marketing plans and encourages experimentation to maximize impact.

1. Social Media 101for BusinessJanuary 25, 2010

2. AgendaIntroduction What social media network is right for you?Getting started Next steps

3. AgendaIntroduction What social media network is right for you?Getting started Next steps

4. What is Social Media?Social media refers to activities, practices, and behaviors among communities of people who gather online to share information, knowledge, and opinions using conversational media. They transmit content in the form of words, pictures, videos, and audio.

5. It’s All About EngagementThe litmus test for social media in business is simple:Does it allow you to engage with customers, prospects, employees, and other stakeholders by facilitating one or more of the following:CommunicationCollaborationEducationEntertainment Source: The Social Media Bible

6. The ROI of Social Media50% of US online adults are content creatorsOver 75% are participating in social media in some formApproximately 56M adults visit social media sites monthlyClose to 70% of the social media site users are outside the US1.2M blog posts are created daily83% of adults trust opinions of friends and acquaintances1 in 3 internet users say purchase decisions have been influenced by social media contentSource: The Aberdeen Group, The ROI of Social Media Marketing, 2009

7. BrandingOver 40% of people have "friended" a brand on Facebook or MySpace.7Source: 20.decibels

8. Influence46% of Facebook users say they would talk about or recommend a product on Facebook.44% of Twitter users have recommended a product.8Source: 20.decibels

9. Communications58% of people said if they had tweeted about a bad experience, they would like the company to respond to their comment.9Source: 20.decibels

10. Benefits of Social Media Marketing81% Generated awareness for my business61% Increased traffic/subscriptions/opt-ins56% Resulted in new business partnerships52% Increased search rankings48% Generated qualified leads45% Reduced overall market expenses35% Helped me close businessSource: Social Media Marketing Industry Report: How Marketers are using Social Media to grow their busines, Michael Stelzner, March 2009

11. PepsiPepsi 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.11Source: 20.decibels

12. Best BuyBest Buy has over 2,500 employees helping customers on Twitter as part of the Twelpforce initiative.In fact, Best Buy purchased TV ads to drive awareness for their Twitter initiative. 12Source: 20.decibels

13. ComcastComcast has at least 11 full-time employees dedicated to customer service via Social Media.13Source: 20.decibels

14. DellDell has attributed over $6.5M in revenue directly to Twitter+=14Source: 20.decibels

15. Fortune 50053% of the Fortune 500 have at least one active Twitter account15Source: 20.decibels

16. Social Media SpendingExpected to increase from $716M in 2008 to $3.1B in 2014 – a 34% CAGRSocial media spending is growing faster than any other interactive marketing category86% of marketers plan to increase social media budgets in 201099% of online retailers plan to have a Facebook page by 2011 and 91% plan to have a Twitter page

17. CMO’s and Social Media83% of CMOs are tracking their number of fans in Social Media17Source: 20.decibels

18. Social Media Inside Your OrganizationWould people in your organization be more effective if they could communicate more quickly and precisely with one another?Would people in your organization be more productive if they were about to work in a more collaborative environment?Could employee training and development be improved?

19. Social Media Directed Outside Your OrganizationDo you have a strong relationship with your customers, investors, or vendors?Do you know their names, preferences, and needs as they relate to your company’s products or services?Have you ever asked them to help you improve your company’s product or service?Would they welcome an opportunity to help you improve your company’s product or service?

20. Experimenting with Social MediaIf you answered yes to any of the previous questions, you need to learn more about and experiment with social media.To be effective, you need to consider methods to communicate, collaborate, educate, and entertain within your organization.To maximize your impact with customers and prospects, you need to understand how to employ specific social media strategies in an effort to influence the conversation about your company.

21. AgendaIntroduction What social media network is right for you?Getting started Next steps

22. What Social Network is Right for Your Business?What do you want out of a social network?Social networking should:Reflect your business/marketing objectivesIntegrate with your existing marketing plans and campaignsMany reasons to use social networking for your business:Branding, contacts, conversations, influence, research, events, news, and the list goes on…

23. BlogsSocial NetworkingSocial Media LandscapeUser-Generated Content (UGC)Social NewsrssSource: Omniture Inc, 2009

24. Top 3 Social Media Questions Marketers Want AnsweredWhat are the best tactics to use?How do I measure the effectiveness of social media?Where do I start?Source: Social Media Marketing Industry Report: How Marketers are using Social Media to grow their busines, Michael Stelzner, March 2009

25. AggregatorsDefinition: Tools in this category help in gathering, updating, and storing market intelligence. Users contribute ratings and reviews of businesses and products.Companies: Digg, iGoogle, My Yahoo!, Newstex, Reddit, YelpFacts:New form of content syndicationReplaces traditional newswire services.Goals:Seed the clouds with information so they can be discussed in a social media form.Include links for more detailed information.Become a content expert based on your contributions.Action Plan:

26. Blogging or PublishingDefinition: Publishing and blogging is a fairly large category that includes tools that facilitate email campaigns, blogging, and wikis, and tools to help you manage your online content.Companies: Blogger.com, SlideShare, TypePad, Wikipedia, WordPressFacts:There are 133M blogs with 120K new ones added dailyBlogging is the fastest form of online publishing: 0 in 1999 to 78M unique visitors in the US in 2009Goals:Increase site traffic.Create content for other social media activities.Action Plan:Add a blog to an established website adding updated content often.Establish yourself as an expert in your field. Communicate with your customers/clients.

27. Micro-bloggingDefinition: Tools in this category allow users to communicate and share information in short form, similar to text messaging. Users participate in small, intimate communities centered on topics of interestCompanies: TwitterFacts:Time investment in micro-blogging in minimal.Responding daily is desirable to be successful and credible.Goals:Get followers.Get retweeted.Increase site traffic.Drive traffic to other social media sites.Action Plan:Create corporate buzz through PR, communications, and customer service approaches to your posts.Include links to posts, videos, product pages, and more.Use this tool for Business/Industry networking. Raise awareness for your company and product brands.

28. Photo SharingDefinition: The tools in this category help you manage photos.Companies: Flickr, Photobucket, Picasa, Shutterfly, SmugMug, Snapfish, Webshots, ZoomrFacts:The top 3 photo-sharing sites are:Facebook (10B+ photos), Photobucket (6.2B+ photos), and Flickr (2B+ photos)69% of Facebook users look at or upload photosGoals:Create reusable content.Drive traffic to your store.Helps with universal search. Action Plan:Put images of your products and services online. Boost ways for viewers/clients/customers to find you. Source: Tech Crunchies website, October 2008 and February 2009)

29. Social NetworkingDefinition: Tools include creation of online communities that converse about and/or share a common interest. It is now a core element of business internet strategies.Companies: Jobs, Professional – LinkedIn, The Ladders, Monster, Facebook, Kickstart, Bebo, Friendster, MySpaceTips, Answers, Suggestions – Yahoo! Answers Traffic – Digg, Mixx, RedditFacts:Best known for businesses to build brand awareness, recruiting, online reputation management tool, to learn about new technologies and competitors, and as a lead generation tool.Goals:Drive brand awareness.Conduct research and polls.Drive traffic to your store, your events, and opt-in’s.Action Plan:Get fans.Integrate with your blog or store.Drive traffic to your store.Source: Marketing Jive, Jody Nimetz, November 2007

30. Video SharingDefinition: The tools in this category allow users to manage, share, and watch videos.Companies: Google Video, Hulu, Metacafe, YouTubeFacts:YouTube served 75B video streams to 375M unique visitors in 2009Every minute, 10-hours of video is uploaded to YouTube51% of users go to YouTube weekly or more oftenGoals:Create resusable content.Drive traffic to your store.Action Plan:Great way to let other people know about your business & what you have to offer. Post videos of your events, industry presentations, or introduction to your company.Show off your products or services. Help with Universal Search.

31. Getting Started: 7 Key QuestionsWhy are you considering social media marketing?What do you know about integrating social media with your marketing mix?How do you measure this?Who is your target audience and what forms of social media re they using?Does your company have a blog?Do you know the top 20 social media sites relevant to your business?Do you know what impact person-to-person recommendations and referrals have?Source: ymarketing.com

32. AgendaIntroduction What social media network is right for you?Getting started Next steps

33. Getting StartedFacebookLinkedInTwitter

34. FacebookFacebook is the dominant social networking site, and has the most features useful to the social media marketer.Facebook facts:Facebook has more than 250M usersMore than 120M users log in at least once dailyMore than 2/3 of users are outside of collegeApproximately 70% users are outside the USFacebook allows businesses to create public profiles – similar to a user’s profile.Users can connect with a page and become fans.Pages can have public messaging walls, events, photos, and more.

35. Getting StartedOpen an Account on www.facebook.comPopulate the Info tab with company informationUse Fan Pages to post PR, Editorial, and EventsUse Groups to segment content or private/public information; post text, photos, and videos; and hold discussionsUse Events to publicize your marketing events, sponsored gatherings, company milestones, product launches, discount sale days, and moreUse “What’s on Your Mind” to communicate:Thought leadership topics of interest, ideas, opinionEvents you may be attending, hosting, speaking atEtc.Other ideas:Add an RSS feed from your blog or storeConnect your Facebook account with TwitterSpend 15-20 minutes/day posting and reading

36. LinkedInLinkedIn has many business offerings:Answers. Allows you to ask a question to the entire community to help solve complex problems and find answers.Groups. Searchable groups on a variety of topics, create a group on a specific topic. Members join as they have a common interest. Similar to a forum.Other. Members can conduct polls which are free to your network; $50 per response outside your network.

37. Getting StartedOpen an Account on www.linkedin.comPopulate your profileAdd your company websiteCreate Groups based on News and Events that are important to your companyUse “What Are You Working On” to post:StatusIdeas, opinions, and input on your company’s Thought Leadership topicsEtc.Other ideas:Add an RSS feed to your blog or storeConnect your LinkedIn page to your Twitter accountPost and read for 15-20 minutes daily

38. TwitterMicroblogging is a form of blogging that limits the size of each post.Twitter updates can contain only 140 characters. This limitation has spawned a set of features, protocols, and behavior that are entirely unique to the medium.Companies find Twitter is easy to use, requires very little investment of time, and can quickly prove worthwhile in increased buzz, sales, and customer insight.Twitter facts:72.5% of 44M users opened Twitter accounts in Jan-May 200993.6% users have less than 100 followersMore than 50% of updates are published using mobile and web-based toolsTwitter can be used to announce offers or events, promote new blog posts, or keep your readers in the know with links to important news stories.

39. Getting StartedOpen an Account on www.twitter.comDevelop a company persona and complete your ProfileCreate a content plan and editorial calendar so you can organize your thoughts and understand where you and your company are thought-leaders. Topics may include:Company value-proposition Company areas of expertise used as thought-leadership topicsPromotions and specials you might be offeringEvents you may be hosting, attending, speaking at, etc.Customer success stories you may wish to sharePress releasesEtc.Other ideas:Follow everyone who follows youUser Twitterfeed or Facebook to post for youRead 10 tweets dailyRetweet and respond for 5 minutes each day

40. 10 Social Media TipsKnow what you’re talking aboutAlways be transparentBe yourselfPost frequentlyAdd valueRespondListenLearn from your mistakesBe externalHave funSource: Social Media Tips, Kodak, September 2009

41. AgendaIntroduction What social media network is right for you?Getting started Next steps

42. Next StepsCreate profiles and groups.Create profiles and groups before someone else takes your names. Participate.Start by reading comments on a few selected sites and listen to where the conversation is headed. Once you have an idea about how to respond, participate.Build your own network.Build a following with your blog and conversations. Consider building a Group.Develop and communicate a social media plan for your company.Define content areas of focus, employee training, etc.A corporate social media plan will help you manage, monitor, and control activity.Get Ready for Social-Mobile

43. Wrap Up and QuestionsSocial networking is just another communication medium --- one which initiates conversations you can participateIntegration with your existing business and marketing plans is mandatory to maximize the true benefits

44. ResourcesFacebook Marketing: Leverage Social Media to Grow your Business, Steven Holzner, 2009Marketing Jive, Jody Nimetz, November 2007Printing Industries of America, “Making Sense of Social Networking” presentation, by Julie Shaffer, October 2009Printing Industries of America: The Magazine, “How to Survive Web2.0 and Beyond” article, Chuck Gehman, October/November 2009“7 Key Questions to Ask Before Venturing Into Social Media Marketing” white paper, ymarketing.com, May 2009“Social Media for Business: 31 Stats & Anecdotes” presentation, 20.decibels, January 2010“Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses” white paper, Michael Stelzner, March 2009“Social Media 201: How To Use Social Media Sites To Increase Traffic” webinar, Armando Roggio and Jeanne Hopkins, January 010The Social Media Bible: Tactics, Tools & Strategies for Business Success, Lon Safko and David Brake, 2009The Social Media Marketing Book, Dan Zarella, 2010Twitter Power: How to Dominate Your market one Tweet at a Time, Joel Comm, 2009

45. Contact UsJeffrey StewartCTOPhone: 815-262-7252stew@trekk.comwww.Trekk.comTwitter.com/jeffreyastewartFacebook.com/jastewartLinkedIn.com/jeffreyastewartRobin TobinVP, Key Accounts Phone: 617.460.2619rtobin@trekk.comwww.Trekk.comTwitter.com/rltobin63Facebook.com/robinltobinLinkedIn.com/in/robinltobin