Jamie Turner outlines how to make money with social media. He discusses setting up and running a successful social media campaign with key steps including competitive research, defining objectives and strategies, developing an action plan, and measuring results. Turner's upcoming book provides a step-by-step guide for leveraging platforms like blogs, forums and reviews to drive leads, sales, and customer retention. He argues that social media, when properly implemented, can be a measurable marketing channel for brands.

1. How to Make Money
with Social Media
Jamie Turner
Chief Content Officer
The 60 Second Marketer, the Online Magazine of BKV Digital and Direct Response
Follow Jamie on Twitter @60SecondTweets

2. Let’s Kick Things Off

3. Let’s Kick Things Off
• Visit www.twtpoll.com/dg8wps

4. Visit www.twtpoll.com/dg8wps
• Have helped AT&T, CNN, The Coca-
Cola Company and Cartoon Network
grow sales and revenues with new and
innovative marketing programs.
• Chief Content Officer of the 60 Second
Marketer, the Online Magazine for BKV
Digital and Direct Response.
• Profiled in the world’s best-selling
advertising and promotions textbook.
• Husband to Dayna and father of
McKensie, Grace and Lily

5. Visit www.twtpoll.com/dg8wps
PROFITS
CONVERSION LEADS
HOW TO
MAKE MONEY
with
SOCIAL MEDIA
RANKING TRAFFIC
BUZZ
AN INSIDER'S GUIDE ON
HOW TO MAKE NEW
ENGAGEMENTMEDIA
AND EMERGING
WORK FOR YOU
ROI
NETWORK
PROMOTION
JAMIE TURNER RESHMA SHAH

6. Visit www.twtpoll.com/dg8wps
PROFITS • A step-by-step program on setting up,
CONVERSION LEADS launching and running a social media
HOW TO campaign
MAKE MONEY
with
SOCIAL MEDIA
RANKING TRAFFIC
BUZZ
AN INSIDER'S GUIDE ON
HOW TO MAKE NEW
ENGAGEMENTMEDIA
AND EMERGING
WORK FOR YOU
ROI
NETWORK
PROMOTION
JAMIE TURNER RESHMA SHAH

7. Visit www.twtpoll.com/dg8wps
PROFITS • A step-by-step program on setting up,
CONVERSION LEADS launching and running a social media
HOW TO campaign
MAKE MONEY
with
• To be published by the Financial
Times Press in October, 2010
SOCIAL MEDIA
RANKING TRAFFIC
BUZZ
AN INSIDER'S GUIDE ON
HOW TO MAKE NEW
ENGAGEMENTMEDIA
AND EMERGING
WORK FOR YOU
ROI
NETWORK
PROMOTION
JAMIE TURNER RESHMA SHAH

8. Visit www.twtpoll.com/dg8wps
PROFITS • A step-by-step program on setting up,
CONVERSION LEADS launching and running a social media
HOW TO campaign
MAKE MONEY
with
• To be published by the Financial
Times Press in October, 2010
SOCIAL MEDIA
• Download a free chapter at
RANKING TRAFFIC
BUZZ
60SecondMarketer.com/FreeChapter
AN INSIDER'S GUIDE ON
HOW TO MAKE NEW
ENGAGEMENTMEDIA
AND EMERGING
WORK FOR YOU
ROI
NETWORK
PROMOTION
JAMIE TURNER RESHMA SHAH

9. Let’s Kick Things Off
• Visit www.twtpoll.com/dg8wps

10. Is Social Media Right for You?
Social Media
The Gartner Hype Cycle
is Here.

11. Evolution of Marketing
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Agency Power Company Power Retailer Power Customer Power
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University

12. Evolution of Marketing
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Agency Power Company Power Retailer Power Customer Power
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University

13. Evolution of Marketing
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Agency Power Company Power Retailer Power Customer Power
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University

14. Evolution of Marketing
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Agency Power Company Power Retailer Power Customer Power
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University

15. Evolution of Marketing
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Agency Power Company Power Retailer Power Customer Power
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University

16. Evolution of Marketing
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Agency Power Company Power Retailer Power Customer Power
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University

17. Evolution of Marketing
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Agency Power Company Power Retailer Power Customer Power
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University

18. Yesterday: The Good Old Days

19. Today

20. Today

21. Is Social Media Right for You?
Frequent Updates
Casual Professional
Infrequent Updates

22. Is Social Media Right for You?
Frequent Updates
Casual Professional
Infrequent Updates

23. Is Social Media Right for You?
Frequent Updates
Casual Professional
Infrequent Updates

24. Is Social Media Right for You?
Frequent Updates
Casual Professional
Infrequent Updates

25. Is Social Media Right for You?
Frequent Updates
Casual Professional
Infrequent Updates

26. Is Social Media Right for You?
Frequent Updates
Casual Professional
Infrequent Updates

27. Is Social Media Right for You?
Frequent Updates
Casual Professional
Infrequent Updates

28. Social Media Overview
1. Blogs
2. Bookmarking and tagging
3. Content aggregation
4. Crowdsourcing and voting
5. Discussion boards and forums
6. Events and meetups
7. Photosharing
8. Podcasting
9. Presentation sharing
10. Ratings and reviews
11. Virtual worlds
12. Widgets
13. Wikis
14. Email marketing
Source: Mashable

29. How the Fortune 500 Make Money with
Social Media

30. One More Shameless Plug
PROFITS
CONVERSION LEADS
HOW TO
MAKE MONEY
with
SOCIAL MEDIA
RANKING TRAFFIC
BUZZ
AN INSIDER'S GUIDE ON
HOW TO MAKE NEW
ENGAGEMENTMEDIA
AND EMERGING
WORK FOR YOU
ROI
NETWORK
PROMOTION
JAMIE TURNER RESHMA SHAH

31. Social Media Business Models
Branding: Use social media as a branding tool to build awareness and
connect with customers

32. Social Media Business Models
E-Commerce: Drive prospects to an e-commerce landing page and convert
those prospects to customers

33. Social Media Business Models
Research: Use social media as a research tool to generate customer input
and feedback

34. Social Media Business Models
Customer Retention: Use social media as a customer retention tool to reduce
churn

35. Social Media Business Models
Lead Generation: Drive leads to a website and re-market to those leads,
ultimately converting them to customers
Website
E-Newsletter
YouTube Videos
Forums Speeches
Your Company
Events
Twitter
eBooks Blog Postings
Buzz Book
Webinars

36. Social Media Case Study

37. Social Media Case Study
60 Second
Marketer Website
E-Newsletter YouTube Videos
Forums Speeches
Events
Twitter
eBooks Blog Postings
:60 Online :60 Online
University Blog Online Seminars University Articles
and Webinars

38. How to Measure the Success of Your
Social Media Campaign

39. How to Measure the Success of Social Media

40. How to Measure the Success of Social Media

41. Calculating Customer Lifetime Value

42. Calculating Customer Lifetime Value

43. Tracking Your Success

44. 10 Step Action Plan to Set Up and
Manage a Social Media Campaign

45. Where to Download this Presentation
www.60SecondMarketer.com/pdf

46. Social Media Action Plan
1. Competitive Assessment: What are your competitors doing in this space
already? What can you borrow from them?
2. Internal Situation Analysis: How much awareness is there of social media
within your company? Is there an understanding that it can be measured and
create a positive ROI?
3. Major Objectives: What are you trying to accomplish with your social media
campaign?
4. Consumer Thought Process: What is the typical sales cycle for your
product? How much trust do you need to build before you can make a sale?
(Hint: The more expensive the product, the more trust needs to be built.)
5. Key Strategies: What approach are you going to take in order to have a
successful program?

47. Social Media Action Plan
6. Brand Essence: What is your brand essence and how are you going to
communicate that using Social Media?
7. Positioning: How is your brand currently positioned in the marketplace?
Where do you want it to be positioned as a result of your social media
campaign?
8. Essential Message: What is the essential take-away you want customers
and prospects to have after engaging with your brand via Social Media?
9. Tactical Plan Overview: Which Social Media platforms are you going to use
for your program? Which tools are you going to use to measure the success
of your program?
10. Executional Roadmap: What are your SMART Goals for this plan? How are
you going to be held accountable for them?

48. Key Points to Remember

49. Key Points to Remember
• Consumers today expect to
have multiple channels to
connect with your brand

50. Key Points to Remember
• Consumers today expect to
have multiple channels to
connect with your brand
• If you set up your social media
program properly, it can be
measured

51. Key Points to Remember
• Consumers today expect to
have multiple channels to
connect with your brand
• If you set up your social media
program properly, it can be
measured
• There are 10 different ways to
measure the success of a social
media campaign

52. Questions
• Jamie Turner, Chief Content Officer for 60
Second Marketer, the online magazine of BKV
Digital and Direct Response
• Jamie.Turner@60SecondMarketer.com
• Twitter.com/60SecondTweets
• PH: 404-233-0332
• Download a free chapter from How to Make
Money with Social Media here:
www.60SecondMarketer.com/FreeChapter

53. Questions and Answers
Additional content available for those who download PDF at:
60SecondMarketer.com/pdf