This is a brief strategic overview of the presentation Love Scott & Associates is giving at the lunch & learn hosted by The Grater Des Moines CVB 2/25/10. Some discussion points at the end of the presentation are derived from a survey sent out to attendees prior to the event.

1. Social Media Marketing
February 2010

2. What is Social Media?
Social media is defined as a collection of interactive platforms where content and conversation are community-
driven, based on personal preferences. Examples of social media platforms include RSS Feeds, Facebook,
Blogging platforms, LinkedIn, Twitter, YouTube and Wikipedia*.
What is Social Media Marketing?
Social Media Marketing uses social media primarily composed of user-generated content to create subject and
theme-based communities around a brand or product. In contrast to traditional marketing, which is often a
“one-to-many” broadcast format, social media is a many-to-many interactive format.
* Wikipedia and wiki platforms can be integrated into the Social Media Marketing plan upon future discussions and planning.

3. Why Is Social Media Marketing Important?
Marketers struggle to segment consumers into large, easily definable, and stable target audiences based on
demographics and interests. Social media platforms allow these groups to organize themselves, and the result is often
more accurate and reliable than some of the most sophisticated market research. The groups that congregate around
social media sites create like-minded segments of the community that can be of paramount importance to business.
Social Media Marketing allows businesses to tap into these “cliques,” benefitting from self-defined target audiences.
Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years),
Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than
9 months…iPhone applications hit 1 billion in 9 months.
- Eric Qualman, Author: “Socialnomics”
Bankers Trust | Social Media Plan | January 2010

4. Why Use Social Media Marketing?
Brand Monitoring: Following conversations about a brand, product, campaign or person through the use of
social media tools like RSS feeds, Alerts and Analytics
Community Engagement: Developing a brand-based trust through social media environments by offering
service, support and knowledge to the specific platform community
Research: Gathering information from platform community members on products and services based on their
perception and engagement with your brand
Customer Support: Using social media platforms to engage with potential and/or prospective customers
through keyword monitoring and timely response – positioning yourself as “Community Advocate”
Education: Use social media platforms to position yourself as a “Thought Leader” within the specific platform
community

5. What Social Media Tools Are Right?
RSS Feeds FaceBook Blogging Twitter LinkedIn YouTube
Alerts
Analytics
Popular platforms used in social media don’t always apply to effective Social Media Marketing programs. Love Scott can
evaluate the needs and application of social media within your marketing goals and choose the most applicable platforms
to engage and support your audience.

6. What Is The Strategy?
By implementing four important areas: Branding, Consumer Insight, Behavior and Platform Understanding,
you can execute Social Media Marketing tactics successfully - positioning yourself as leaders as well as
supporting your brand positioning.
Brand Monitoring Education Community Engagement
Research Community Engagement Customer Support
Customer Support Education
RSS Feeds Blogging Brand Monitoring FaceBook
Alerts
Analytics

7. What Is The Vision?
Integrating Social Media Marketing will be contingent on your overall 2010 Marketing Plan. By using a
Love Scott strategic Social Media Marketing outline, each tactic within your marketing plan will have a more
strategic direction for engaging your target audiences.
Brand Monitoring Research Community Engagement
Community Engagement Community Engagement Education
Customer Support Brand Monitoring
Twitter LinkedIn YouTube

8. What Can We Do?
Love Scott can suggest the options to your company for augmenting and creating measurable results from
Social Media Marketing. While today’s discussion is covers “broad-vision” options, these options can act as
a starting point for development of strategies and results-driven marketing communications in 2010 and the
years that follow.
What’s Standing In Your Way?

9. What applications do you use? How Are you Currently Using SM(M)? What’s Your Biggest Challenge?
Twitter Web site (FB) Content updates
FaceBook Personal Technology changes /trends
Blogging Use, but not often enough Creating conversation / feedback
LinkedIn FB & Twt for PR How SM applies to marketing
YouTube Multiple Accounts Creating a strategy
FourSquare Promotion of services Educating the corner office
Ning FB, Twt & YouTube to share TIME
Wine 2.0 Part of a marketing plan
What are your goals for SM(M)?
“Spread the word” Guiding people back to Web site Get more connected
Reach younger demo Build loyalty

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West Des Moines, IA 50266