The document provides a comprehensive guide on how to effectively engage in social media marketing, outlining the importance of defining goals, choosing appropriate channels, and measuring success. It highlights the transition from outbound to inbound marketing, discussing various platforms like Facebook, Twitter, and LinkedIn, and emphasizing the need for strategic planning and audience understanding. Additionally, it includes case studies demonstrating successful social media applications in business contexts.

1. GETTING STARTED IN SOCIAL MEDIA

2. TABLE OF CONTENTS PREPARING FOR SOCIAL MEDIA EXECUTING YOUR PLAN CHOOSE YOUR CHANNELS PARTICIPATE MEASURE CASE STUDIES

3. PREPARING FOR SOCIAL MEDIA

4. How Marketing is changing… OLD: OUTBOUND MARKETING Telemarketing Direct Mail TV/Radio Print Ads

5. How Marketing is changing… NEW: INBOUND MARKETING Blogs Social Media channels Search (SEO & SEM) RSS & Email Subscriptions

6. INBOUND MARKETING = being found by those looking for your products or services

7. You are not late to the game 69% have been using social media “ a few months” or less

8. Why Use Social Media?

9. Why Use Social Media? Your audience is there Cost efficient Vast reach Increase interaction frequency Receive real-time feedback Establish your social media real-estate Gain competitive intelligence Better understand your audience Help your audience It’s fun

10. 93% of Americans believe a company should have a social media presence

11. Social Media Benefits

12. Social Media Benefits Increase brand awareness Create and cultivate relationships Identify prospects Generate leads Client/Customer retention Reduce Marketing Spend Generate inbound traffic Search Engine Optimization Build reputation and credibility Gain competitive advantage

13. 73.8% say social media has helped them close business

14. Define your Goals

15. Define your Goals Before you get started, define the goals for your business or organization: Awareness Lead Generation Increase Sales Customer Retention Customer Service/Support HR/Hiring Event Marketing Feedback (Focus Group/Crowdsourcing)

16. Start with a Plan

17. Start with a Plan Get the right people involved Identify and Coordinate Resources Channel Management Time Content Production Response Routing Fulfillment Identify how you plan to measure success Create your Strategy Obtain internal approval/support Marketing/PR Customer Service/Support IT/Web Developers Senior Management

18. Define Your Audience

19. Define Your Audience Niche groups Channels they use Business Setting/Company Roles/Positions Demographics Psychographics Location Current relationship

20. Over 90% of B2B buyers are using social media channels to research purchases

21. Create Guidelines and Schedules

22. Create Guidelines and Schedules Determine Legal Guidelines and Policies Determine Message Voice/Tone Implement an Approval Process Create Schedules Getting Started Training Monitoring Content Updates & Responses Resources

23. Guiding Principles

24. Guiding Principles Align with business goals Be human - use a personal voice Be authentic - stay true to your brand, admit mistakes, say thank you Learn through action Share - the point of social media is sharing (ideas, information, expertise) Add value Build trust (don’t pitch, just help) Have fun

25. EXECUTING YOUR PLAN

26. Choose Your Identity Pick a name to use on all channels www.namechk.com Pick a graphic avatar/icon Create a social media style guide

27. Listen What is being said? Who is saying it? Where are they saying it? Is it positive or negative? How much reach or impact does it have?

28. Listen What to listen for: Company or Brand Name Product or Service Names/Terms Names of Executives or Top Talent Competitors brand names Competitor product/service names Industry Keywords/Phrases

29. Listening/Monitoring Tools FREE TOOLS: Google Alerts (google.com/alerts) Social Mention (socialmention.com) Twitter search (search.twitter.com) Tip: subscribe to a Twitter search result or Social Mention alert via RSS

30. Listening/Monitoring Tools ENTRY-LEVEL TOOLS: Trackur (trackur.com) ViralHeat (viralheat.com) Sysomos Heartbeat (sysomos.com) UberVU (ubervu.com)

31. Listening/Monitoring Tools SOPHISTICATED TOOLS: Radian6 (radian6.com) Sysomos (sysomos.com) Scout Labs (scoutlabs.com) Alterian SM2 (alterian.com)

32. Other Social Media Tools ADDITIONAL HELPFUL TOOLS: Flowtown (flowtown.com) - turn an email address into a full social profile Rapleaf (rapleaf.com) - data to help round out customer contact profiles Swix (swix.com) - helpful tool for determining social media ROI Addict-o-matic (addictomatic.com) - create a custom web page with the latest buzz on any topic HowSociable? (howsociable.com) - Measure your brand’s visibility on social channels

33. Social Media Management Systems (SMMS) WHAT IS AN SMMS? A SMMS is a tool that allows you to manage, monitor and measure your social media activity in one place. A SMMS can help you: Publish content to multiple social channels Schedule and automate content delivery Monitor and review social media activity Manage internal resources/workflow Manage resource permissions Review metrics and reporting SMMS OPTIONS: HootSuite (hootsuite.com) Social Talk (socialtalk.com) Spredfast (spreadfast.com) Awareness Social Marketing Hub (awarenessnetworks.com)

34. CHOOSE YOUR CHANNELS

39. Blogs Blogs are widely considered the cornerstone of all social marketing efforts. Nearly all of your social media efforts will point back to your blog.

40. Blogs BENEFITS: Generate awareness Establish brand and thought leadership Engage your audience Share content Generate qualified leads Customer retention Search engine optimization

41. Blogs

42. Blogs

43. Blogs

44. Blogs

45. Twitter STATS : 105 million registered users 180 million monthly unique visitors 75% of traffic sourcing from outside applications Adding 300,000 new users daily 93% of social media marketers are using Twitter now 85% of large businesses will be increasing their Twitter activities 87% of Americans familiar with Twitter in 2010, up from 5% in 2008

46. Twitter

47. Twitter BENEFITS: Establish yourself as a thought leader Frequently engage your audience Meet new people Find your audience with Twitter search Create Buzz Gain Competitive Intelligence Generate Leads Search engine optimization Great for event marketing http://search.twitter.com/advanced

48. Twitter B2B Highlight: For impact 2009, IBM used Twitter and LinkedIn to drive attendance to a partner conference on Smart SOA. The prize was that three winners would have 30 minutes with IBM’s CTO. They generated 40% of their registration goals within 72 hours via social channels.

49. Facebook STATS : 175 million people visit Facebook every day Facebook tops Google for weekly traffic in the US If it were a country, it would be third largest in the world (only behind China & India) 85.4% of large businesses plan on increasing Facebook activity 1/3 of all Facebook users are in the US The average user has 130 friends Average value of a fan is $3.60

50. Facebook BENEFITS : Huge, dedicated audience that checks in regularly When content goes viral it has significant reach Confirm your key audience and strengthen customer relationships Great environment to build your brand Easy channel for feedback (likes) and conversation (comments)

51. Facebook B2B Highlight: Hubspot uses Facebook to create leads through a variety of free offerings such as webinars, trials of services, marketing kits, whitepapers, etc. http://facebook.com/hubspot

52. How B2B uses Facebook B2B Facebook Page Examples: Cintas http:// facebook .com/ cintas SalesForce.com http://facebook.com/ salesforce Forrester Research: http:// facebook .com/forrester Sodexo (Careers example): http://facebook.com/ sodexocareers

53. Linkedin STATS : 50% are business decision makers 7.8% are C-Level Executives, 6.5% are EVP/SVP 72% of B2B companies plan on increasing use of LinkedIn Average age of 41, HHI of $110k 80% College Grad/Post Grad

54. Linkedin BENEFITS : Professional, educated audience Great opportunities for B2B Take advantage of Groups- create and participate Use Groups as private communities Resource for recruiting, talent acquisition Updates posted to your network Follow companies (track your competition)

55. YouTube STATS : Over 20 hours of video uploaded every minute 135 million viewers watched 13.1 billion YouTube videos in March 2010 (96 videos/viewer) 84.8% of total U.S. Internet audience watch online video YouTube generates 90% of online video consumption A popular video will generate 1 million to 50 million views YouTube Search is the world’s 2nd largest search engine 73% of marketers plan on increasing YouTube/video marketing

56. YouTube BENEFITS : Video is engaging and averages longer interaction than other media Video content is easily sharable YouTube offers great statistical data on video effectiveness Video meta data is great for SEO (Google owns YouTube) Channels allow you to create a network and easily share video content with them

57. Social Communities Social Communities can be a great way for businesses to facilitate and manage a social environment. Communities can provide the social tools which drive visitor engagement all while managing and moderating the community content. BENEFITS: Can be public or private Membership can be controlled Content be managed/moderated Community manager can lead discussions, provide information, solicit feedback, etc. Own the conversation

58. Social Media Tools people want to learn more about:

59. Delicious Delicious is a Social Bookmarking tool. Catalog the articles, sites, pages, etc. you enjoy, tag them and share with your network. Easily search your bookmarks by tag when you need to find relevant content. BENEFITS: Great way to share content Post your content to share with others Provides additional SEO value

60. Slideshare Slideshare is the world’s largest community for sharing presentations, documents and PDF files. BENEFITS: 25 million unique visitors 70 million page views/month 62% college degree, 19% masters or PhD Presentations can be embedded on your site/blog Options for sharing privately Join groups to share based on interests

61. Flickr Flickr is a web-based photo management and sharing application. Users can upload photos and video, tag them, share with connections, and comment on other photos. BENEFITS: Photo sharing (share w/your connections) Subscribe to photostreams via RSS Photos can be incorporated into other channels (i.e. Facebook pages, blogs)

62. Check-in Geo-location Apps BENEFITS: Opportunities for location-based marketing Promote your business through check-ins Generate on-site/in-store traffic Generate awareness through friend activity

63. Check-in Geo-location Apps

64. PARTICIPATE

65. Create Conversation and Engage

66. Create Conversation and Engage What to share via social media: Content that will benefit your contacts (blog posts, videos, webinars, etc.) Unique industry news and information Your thoughts/positions on relevant industry content Responses to others sharing relevant information Questions that other experts can answer Talk about yourself/your business less than 10% of the time (press releases, company news, product/service announcements, etc.)

67. Maintain Your Channels Be Original Be Helpful Be Passionate Be Respectful Be a Motivator Be a Leader

68. What Not To Do DON’T only talk about yourself/your business DON’T oversell DON’T force it DON’T be inconsistent in approach or timing DON’T do anything that doesn’t help achieve goals

69. Marketing Your Social Media Channels Add your social media channels to your online and offline communications/collateral Emails Web Site Direct Mail Ad Units Packaging Business Cards Print Ads Radio/TV

72. MEASURE

74. MEASURE: Awareness Social mentions Fans/Followers/Friends Web site traffic Search rankings Reach

75. MEASURE: Lead Generation Opt-Ins/Database Growth Offer redemptions Repeat Visits Inquiries

76. MEASURE: Retention Increase in positive sentiment Increase in feedback (comments, mentions, etc.) Decrease in churn rate Reduction in support channels

77. MEASURE: ROI SEO improvements generated additional web traffic Generated 250 leads via whitepaper download Blogging ROI Social Medium 20% increase in service inquiries 50 new opt-ins Slideshare 50 product sales originated from YouTube.com Generated 100 new opt-ins YouTube Reduced costs of talent acquisition by 50% Helped find targeted audience at $0 cost LinkedIn Webinar attendance up 20% Event sold-out due to 150 Facebook fans signing up Facebook 10% of traffic to site from Twitter generate opt-ins Customer Service calls down by 20% Twitter

78. MEASURE: ROI 84% of social media professionals DO NOT measure ROI

79. OUTSOURCING 25.7% of large businesses are outsourcing social media. That number is expected to double in the next year. What You Should Consider Outsourcing: Consulting/Strategy Profile Setups Getting Listed Automated Status Updates Automated Tasks Assistance with generating content What You Should Not Outsource: Conversation Business Content Development Support

80. SOCIAL MEDIA CASE STUDIES

81. INDIUM Indium manufactures electronic components. They use social media as one of the pillars of its thought leadership program. They use a network of blogs (14 bloggers, 70 blogs), Facebook, Twitter, Linkedin and YouTube. They strive to be considered the best, most authoritative trusted source in their industry. Results: Increase in customer contacts Significant increase in leads 25% reduction in marketing costs

84. INTEL SOFTWARE PARTNER PROGRAM Challenge: Intel’s Software Partner Program wanted to attract new participants Goal: Increase program participations by 25% Solution: Coordinate a consistent brand experience across all channels. ISPP created blog guidelines and topics, generated fresh content, and then announced it via Twitter, Facebook and LinkedIn using automation tools. ISPP also utilized the blog content for email newsletters and added social sharing links to their email campaigns. Results: 400% increase in Twitter followers LinkedIn Group increase of 100% Facebook Fan increase of 2000% Overall program participation increase of 32%

85. INTEL SOFTWARE PARTNER PROGRAM

86. AMEX OPEN Forum AMEX Open is an online community of business owners. It gives users tools to connect and collaborate. The social site includes the Idea Hub, a digital trading post of ideas and insights from industry experts and owners. It includes articles, videos, discussion boards and event listings as well as a lead generation tool. Results: Increased users 525% in one year, from 160,000 in December 2008 to over 1 million in December 2009

88. THANK YOU Adam Q. Holden-Bache 8701 Mallard Creek Dr. Charlotte, NC 28262 704-706-2670 x200 [email_address] Twitter: @adamholdenbache