This document provides an overview of social media marketing. It defines social media as online platforms that enable interactive communication. The document outlines different social media tools and why businesses should utilize social media given its growing popularity and influence. It then discusses how to start a social media strategy, including developing a plan, producing engaging content, and measuring performance. A case study on a social media campaign in Iligan City is also presented, along with answers to common social media questions.

1. SOCIAL MEDIA
MARKETING:
An Overview
Lovette Jam P. Jacosalem
First MSU Main E-Commerce Expo
Marawi City |10-07-2013

2. What are we going to
talk about today?

3. Topic Outline
 What is Social Media?
◦ Definition
◦ Different social media tools
 Why should you care about social media?
 How do you start?
 Case Study: #ExperienceIligan
 Common Questions

4. What is SOCIAL MEDIA?

5. Social Media is the “media for
social interaction, using highly
accessible and scalable
communication techniques. Social
media is the use of web-based
and mobile technologies to turn
communication into interactive
dialogue.”
~Wikipedia

6. Social Media are the platforms
that enable the interactive web by
engaging users to participate in,
comment on and create content
as means of communicating with
their social graph, other users
and the public.
~Heidi Cohen
Riverside Marketing Strategies

7. What is SOCIAL MEDIA?
Simply put:
Social Media
is people having
conversations online.

8. Social Media Tools
 Blogs
 Microblogs
 Video and photo sharing sites
 Online chat
 Social networks
 Social games
 Virtual worlds
 Livecast
 Wikis
 Etc, etc, etc…

10. Why should you care?

11. Reason #1
Social Media
is more popular than ever.

12. 4,334,000+
articles
in English
Wikipedia
Source: Wikipedia

13. Blogs
Source: Internet 2012 in Numbers, Blogging.org
634 million websites as of Dec 2012
87.8 million Tumblr blogs.
59.4 million WordPress sites

14.  1.15 billion
monthly active
users as of June 2013
 699 million daily active users
on average in June 2013
Facebook
Source: Facebook

15. Twitter
Source: Velocity Digital

16. More than 1 billion unique
users visit YouTube each month
Over 6 billion
hours of video are
watched each month
100 hours of video
are uploaded to
YouTube every
minuteSource: YouTube
YouTube

17. Google Plus
Source: Velocity Digital

18.  70 million users
 2.5 billion monthly
page views
 ~500,000
business accounts
Pinterest
Source: Pinterest Stats

19. Instagram
Source: Velocity Digital

20. Some Social Media Statistics

21. What about in the
Philippines?

22. In the Philippines…
 33,600,000 Internet users as of
Dec/11, 32.4% penetration, per Nielsen
 29,890,900 Facebook users on Dec
31/12, 28.8% penetration
 The internet audience in the Philippines is
the fastest-growing in the Southeast Asia
region, growing by 22% since March
2012.
Source: Internet World Stats

23. What are Filipinos doing online?
Source: 2013 Southeast Asia Digital Future in Focus

24. What are Filipinos doing online?
Source: 2013 Southeast Asia Digital Future in Focus

26. Social Media is not a fad.
It’s a fundamental shift in
the way we communicate.

27. Reason #2
The new communication model
is a dialogue.

29. Communication
Should be: And not:
 Transparent
 Inclusive
 Authentic
 Vibrant
 Consumer-driven
 Controlled
 Organized
 Exclusive
 Product-driven

30. Only 14% of people trust
advertisements
78% of people trust the
recommendations of other
consumers.
Source: Nielsen Global Trust in Advertising Survey, 2007

31. Reason #3
Tomorrow’s consumers are today’s
“digital natives.”

32. Millennials/Gen Y-ers outnumber the Baby
Boomers.
The purchasing power of millennials is
estimated to be $170 billion per year.
Source: https://medium.com/how-to-succeed/c76fb1231fbb

33. Millennials spend > 16 hours per week
online.
96% of them joined a social network.
They have an average of 220 online
friends.

34. Millennials don’t care about your AD.
They care about what
their friends think.

35. Bottom line:
The train is leaving
WITH OR WITHOUT YOU
so get on it and just start.

36. HOW DO YOU START?

37. Inbound Methodology
Source: http://www.hubspot.com/inbound-marketing
The proven methodology for the digital age
The best way to turn strangers into customers and promoters of
your business.

38. Social Media Success Wheel
Source: Leigh Kostiainen, Advanced Fan Page Solutions

39. 1. People
Who is your ideal client? Who really buys
your products?
 Demographic
 Geographic
 Psychographic
 Technographic
 Behavioral

40. 2. Purpose
 Know why you are using social media.
◦ Build your mailing list
◦ Drive traffic to your website
◦ Position yourself or your business as the
leader in your niche industry
 What concrete results do you expect?
◦ increase traffic to the site by x%

41. 3. Platform
Determine which social media platform is
best for your business.

42. 4. Plan
 What is the right mix of channels for your
campaign?
◦ Pin down your campaign objective
◦ Identify the roles of social media to achieve
that objective
◦ Choose the best channels for that role.

43. Sample Campaign
Campaign Objective: Remind
Consumers to Buy / Ongoing Promos
Roles of Social Media: Location-
Based Marketing, Frequent Updates
Best Channels:
•Foursquare (Tips)
•Twitter (Hourly Updates)

44. Sample Campaign
Campaign Objective: Massive
Awareness
Role of Social Media: Launch a Viral
Campaign
Best Channels:
•Facebook (Promo)
•Blogs
•Twitter (Hashtag Campaign)

45. 5. Policy
 Clearly establish the rules for using
social media in your business.
◦ How can your brand be used?
◦ Who can use your brand?
◦ How are people allowed
to use social media
on company time?

46. 6. Produce Content
 Content is the complete key to social
media success.
◦ Articles or blog posts
◦ Videos
◦ Images
◦ Links
◦ Games
◦ Audio

47. Content is King…
 Starts a conversation
 Creates links, interactions, PageRank, and
EdgeRank
 Compels people to
share, which leads
to more visibility

48. Tips in Creating Content
 Create quality, shareable, findable content.
 Know your audience.
 Understand that content isn’t just a bunch of
words.
 Place a very strong emphasis on style and
voice.
 Make use of your expertise.
 Provoke emotions.
 Ask for content.

49. 7. Performance Measurement
 Measure your online growth, reach
and influence.

50. Basic Measurements
 Number of Followers /
Fans / Likes / Subscribers
 Number of Comments
 Number of Shares
 Number of Retweets / Reblogs
 Number of Links / Blog Mentions
 Views / Reach / Impact

51. Advanced Measurements
 Klout / Influencer Score
 Response / Resolution Rate
 Share of Voice
 Interaction Rate
 Sentiment Ratio
 Social Media ROI

52. Metrics specific to common
categories

53. Tips in Measurements
 Experiment with your tools.
◦ Accuracy of measurement will depend on these
(usually free) tools’ algorithms. Make sure you
acid test before you use in your campaigns.
 Always contextualize your
measurements.
◦ Identify timeframe and worth of investment to
properly gauge the significance of your results.
 Be your own benchmark.
◦ Improve by beating your own social media
record.

54. Case Study:
#ExperienceIligan
Campaign
Iligan Bloggers Society, Inc.
September 2013

56. 1. Purpose
 Massive Awareness: Highlight
Iligan City in the internet

57. 2. People
Target: Tourists all over the world.
 Iliganons
◦ Iligan-based
◦ non-Iligan-based
 Past visitors of Iligan City

58. 3. Platform

59. 4. Plan
 Campaign Objective: Massive
Awareness
 Role of Social Media: Launch a Viral
Campaign (#ExperienceIligan)
 Best Channels:
• Facebook
• Twitter (Hashtag Campaign)
• Instagram
• Blogs

61. 5. Policy
How can #ExperienceIligan be used?
Who can use #ExperienceIligan?

62. 6. Produce Content
 Blog Posts
 Photos
 Videos
 News articles about Iligan City
 Tweets
 Instagram Posts

63. 7. Performance

64. Common Questions

65. Social Media is overwhelming! Where
should I start?
 Always start with a plan. Write down your
goals and objectives, form a strategy and
implement that strategy through a well-
structured plan.

66. What are the best social media
channels to use for my business?
Different channels work best based your
target market.
 B2B business: LinkedIn
 B2C company: Facebook
 Twitter!

67. How much time should I spend on
Social Media each day?
 10-20 minutes in the morning and
10-20 minutes in the evening is all you
need to keep on top of your social media
strategy.

68. When should I post on Social Media?
 Consider the lifestyle of your audience
when thinking about what time of the day
to send your posts.
◦ Workers / students: morning, lunchtime,
after work
 Test, test and test the times you post and
measure the responses, or lack of. Find
out what works for your business,
industry and customers.

69. Can social media replace other forms
of marketing?
 No. You should consider social media
as an important part of your
marketing mix, but it can’t be your
sole marketing activity.

70. How much does Social Media cost?
 For small organizations (little or no
marketing budget): TIME / Sweat Equity
 Medium / Large:
◦ Facebook ads
◦ Article writer / Bloggers
◦ Social media manager

72. Blogs: www.traveljams.com
lovettejam.blogspot.com
Slideshare: slideshare.net/lovettejam
Twitter / Instagram: @lovettejam
Facebook: facebook.com/lovettejam
Email: jam@traveljams.com
THANK YOU!

73. References
 http://heidicohen.com/social-media-definition/
 http://www.hubspot.com/inbound-marketing
 http://www.slideshare.net/mzkagan/what-the-fk-social-media
 http://econsultancy.com/us/blog/7334-social-media-statistics-
one-year-later
 http://www.jeffbullas.com/2011/09/02/20-stunning-social-
media-statistics/
 http://www.checkfacebook.com/
 http://wapor.unl.edu/wp-content/uploads/2011/09/Labucay.pdf
 http://www.onlineschools.org/state-of-the-internet/soti.html
 http://www.digmlm.com/4-tips-for-creating-great-content
 http://www.slideshare.net/CokskiBlue/what-is-your-brands-
social-media-diet
 http://www.comscore.com/Insights/Presentations_and_Whitepap
ers/2013/2013_Southeast_Asia_Digital_Future_in_Focus
 https://medium.com/how-to-succeed/c76fb1231fbb
 http://royal.pingdom.com/2013/01/16/internet-2012-in-
numbers/

74. Image Credits
 http://www.adrants.com/images/twitter_bird_learning.png
 http://www.fredcavazza.net/files/Q2-
08/SocialMediaLandscape.jpg
 http://empoweredonlineentrepreneurs.com/wp-
content/uploads/2011/01/Twitter-vs-Tumblr.jpg
 http://www.thesaleslion.com/wp-
content/uploads/2010/09/Should-I-blog.jpg
 http://www.virtussocialmedia.com/blog/wp-
content/uploads/2011/01/u-300x214.jpg
 http://cdn3.digitaltrends.com/wp-
content/uploads/2011/08/url1.png
 http://prblog.typepad.com/.a/6a00d8341c57a853ef0120a576cbb
4970c-500wi
 http://www.arealchange.com/blog/wp-
content/uploads/2010/09/iStock_000006413485XSmall1.jpg
 http://www.robcottingham.ca/cartoon/wp-
content/webcomic/noise-to-signal/2012.04.28.pinterest.png