This document discusses strategies for social media marketing. It begins by outlining how consumers and businesses use social media to communicate and how marketers must leverage social media to connect with both groups. It then examines metrics and case studies of how various companies have successfully used platforms like Facebook, YouTube, and Twitter for marketing campaigns. It emphasizes that executing social media strategies is as much an organizational challenge as a technical one, requiring changes to company culture and skills. It concludes by debunking common myths about social media marketing and stressing the importance of integrating metrics to track results.

1. ROI From SOCIAL MEDIA MARKETINGSTRATEGY AND EXECUTION

2. Consumers and BusinessesUse SM To CommunicateMarketers Must Use SM (Wisely)To Communicate With Both

3. CONSUMER PARTICIPATION IN SOCIAL MEDIAhttp://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png

4. GLOBAL PATTERNS OF BEHAVIORhttp://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/http://www.marketingcharts.com/direct/women-do-more-social-networking-13671/comscore-women-world-wide-socnet-july-2010jpg/

5. BUSINESS PARTICIPATION IN SOCIAL MEDIAhttp://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/

6. THE PROS AND THE CONShttp://www.marketingsherpa.com/article.php?ident=31719http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/white-horse-social-media-obstacles-may-2010jpg/

7. HOW MARKETERS USE SOCIAL MEDIAhttp://www.marketingsherpa.com/article.php?ident=31690

8. SMASH HIT OF THE SEASONMETRICSDebuted on FactbookFans from 1.6m to 3.1m over a weekendhttp://www.youtube.com/watch?v=idLG6jh23yEhttp://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html

9. THE MAN IN THE TOWELhttp://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded

10. 2 DAYS LATER-DECLARES VICTORY, HANGS UP TOWELhttp://www.youtube.com/watch?v=nFDqvKtPgZo&feature=player_embedded

11. METRICS186 Personalized VideosOld Spice YouTube Channel Views - almost 8mOld Spice YouTube Total Upload views - 83m +Total subscribers on YouTube channel 120KTotal Connections on Facebook 616khttp://johnbell.typepad.com/weblog/2010/07/how-to-reproduce-the-old-spice-video-phenomena.html (July 16)

12. A SUCCESS BY ALL MEASURES?Late July 40 m views response videos

13. Brand views on web – 110 mCISCO LAUNCHES ROUTER IN SOCIAL MEDIA Launch Event in Second Life

14. Video Conferencing for Execs, Customers

15. “Defend the Network Game”

16. Facebook, Mobile, Blogs

17. Social Media Widgethttp://www.socialmediaexaminer.com/cisco-social-media-product-launch/

18. METRICS9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)Top Execs Spent only 1 Hour Viewing Media – 3x usual articles, > 1000 blog posts40 Million Online ImpressionsCOST = 1/6 OF TRADITIONAL MEDIA LAUNCH!SAVED OVER $100,000!http://www.socialmediaexaminer.com/cisco-social-media-product-launch/

19. DEVELOPING SOCIAL MEDIA STRATEGY

20. Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/

21. MARKETERS USE SM FOR ACQUISITIONJULY 15, 2010

22. MARKETERS USE SM FOR RETENTIONSEPTEMBER 20, 2010

23. NON-PROFITS USING SM TO RAISE $/€http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitterOver $500k ??

24. MY CONCEPT OF AWARENESS > ACQUISITIONhttp://www.youtube.com/tippexperience

25. WHAT NOKIA SAYS

26. HAVE INTERNAL GUIDELINEShttp://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference

27. CONTINUOUS ENGAGEMENT!http://conversations.nokia.com/http://blog.ovi.com/

28. THE NEW MEDIAhttp://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

29. EXECUTING SOCIAL MEDIA STRATEGIES

30. https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1

31. Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/

32. 8 STAGES OF LISTENING STRATEGYhttp://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

33. ALTIMETER CALLS IT ‘SOCIALGRAPHICS’

34. WHAT QUESTIONS SHOULD MARKETERS ASK?Where Are Your Customers Online?What Are Their Behaviors Online?What Social Information or People Do They Rely On? Who Do They Trust?What Is Your Customer’s Social Influence? Who Trusts Them?How Do Customers Use Social Tech In The Context of Your Products?Charlene Li and Jeremiah Owyang reproduced inhttp://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/

35. SOMETHINGS WE KNOWhttp://www.powerreviews.com/newsletter-q310-pehr.php

36. PlateauedIncreasedhttp://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you

37. FOOD SHOPPERS NEED INFO AT POP

38. DELL LEARNED TO LISTEN, COMMUNICATEhttp://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspxhttp://www.ideastorm.com/

39. BRANDED COMMUNITIES IMP. PLATFORMShttp://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqhhttp://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600

40. LEGO IS GOOD AT ENGAGING

41. LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION

42. TRENDING > MOBILE, LOCALHow many users does foursquare have?As of August 2010, foursquare had close to 3 million users worldwide.How many businesses are offering Specials through foursquare?As of August 2010, there were over 15,000 venues experimenting with Special Offers on foursquare. For information on how businesses can work with foursquare, check out this page.http://foursquare.com/ 10/1/10

43. GROUPON OFFERS LOCALIZED PROMOSJan,2010 -- > 2 million web hits per dayhttp://blog.compete.com/2010/03/10/do-you-groupon/

44. WHO, WHERE, HOW PEOPLE FIND/MOBILE

45. EXECUTING IS AN ORGANIZATIONAL ISSUEEVEN MORE THAN A MARKETING ONETECHNOLOGY MINOR IN COMPARISON

46. WHY ORGANIZATION, NOT TECHNOLOGY???ThereIs Organizational ResistanceManagers Fearful of Direct Public InteractionWorkers Have to Learn New SkillsWork in (New, Different) GroupsROI Is Not ImmediateA PROCESS OF ORGANIZATIONAL CHANGE

47. THE IMPORTANCE OF MEASURABLESOCIAL MEDIA MARKETING

48. TENDS TO BE SEEN AS BEING FOR FUTURE

49. THE IDEAL – INTEGRATED METRICSGoogle AnalyticsWebTrendsHubSpot

50. THE REALITY- PLATFORM METRICS

51. MATCH METRICS TO CAMPAIGN OBJECTIVESExample - Blog

52. MY TOP 10 SOCIAL MEDIA MARKETING MYTHSIt’s Easy.It’s Free.It’s About Technology.Social Media Reaches Mass Audiences.Marketers Can Talk About Their Products.All Internet Users Will Participate.Management Will Understand the Potential.We’ll See Results Right Away.Tracking, Measuring is Easy.We’ll Put It Up and It Will Take Care of Itself.