This document provides an overview of social media marketing. It defines social media as media designed for sharing through social interaction. It notes that social media is not a silver bullet for marketing but can be used to have two-way conversations with customers. The document outlines popular social media platforms like Facebook, Twitter, LinkedIn and discusses best practices for each platform including posting regularly and engaging with others. It stresses the importance of measuring social media success through metrics like followers, engagement and conversions.

1. Social Media Marketing
Javed Mohammed
Javed_mohammed@hotmail.com
A K2Vista Production
July 2013

2. Definition
Social media is media designed to be
disseminated through social
interaction, created using highly accessible
and scalable publishing techniques
(Wikipedia)

3. Or put it simply
 “It’s stuff created online by people like you and me for people
like you and me.”

4. Setting Expectations
 Social Media is NOT the silver bullet for your media outreach
 Nor is it a replacement for traditional marketing/PR
 Nor is it free or just a way for you to share your propaganda
 You can hook them by Advertising, Pay per impression or
click
 However it’s a great way for your customers to get their POV
across and for you to have a 2-way conversation

5. It’s the next next Gold Rush:
The Key Players-1
 Social Networks
 Facebook
 LinkedIn
 Google +
 MySpace (remember them)
 PowerPoint Sharing
 SlideShare
 Photo Sharing
 Flickr
 Pinterest
 Instagram
 Video Sharing
 YouTube
 Vimeo
 Veoh
• Micro-Blogging
– Twitter
– Tumblr
• Blogging
– WordPress
– TypePad
– Blogger
• BookMarking
– Delicious
– Digg
– StumbleUpon
–

6. It’s the next next Gold Rush:
The Key Players-2
 Widgets
 FanBox
 WidgetBox
 Widgepedia
 Video Streaming
 Ustream
 Qik
 Flixwagon
 Wikis
 WikiPedia
 GoodSearch
• Events
– Evite
– Meetup
– Facebook
• Geo-Location
– Foursquare
• Other
– Goodreads

7. Social Media: What’s it about?
 Web 1.0 was about the push model of creating static
websites with corporate lingo. Everyone talked, no one
listened
 Just like NATO (No Action Talk Only)

8. Social Media is todays Revolution
 Web 2.0 is about listening.
 Not hearing but active listening.
 The tables have turned and companies and organizations
need a Social Media Plan.

9. So where do you start?
 Well you can be reactive and wait for crisis.
 But you don’t really want to do that.
 First identify your audience.
 Are they your customers, members, prospects, general public…?
 Can you break down the demographics, psychographics?
 Boomers, Millennials, Male, Female, …

10. What do you want to accomplish using
social media and how will you measure
success?
 Eg To cultivate relationships with our customers
 Provide a forum for our customers to voice
questions, concerns, and feedback
 Promote programs , challenges and campaigns that
engage our target audience
 Build awareness and or a fanbase for your program
or cause
 Have audience trial your wares
 Engage audience so they share feedback and
experiences

11. How do you want your audience to
feel?
 Your voice and tone will set the stage for
brand to be reinforced.
 Is it informal, friendly, fun, conversational?
 Or is it formal, by the book, and strictly
business?
 Will you use buzzwords to make them feel
inclusive or is this an exclusive club?

12. What resources can you tap into?
 Is there a dedicated Social
Media team?
 If not can you leverage
other marketing/PR folks?
 If not can you leverage
volunteers?
 Social Media is not free it
takes time and resources.

13. How are you complimenting your
Social Media?
 Advertising
 PR and Press
 Influencers, Partners,
 Email, Newsletter, Direct Mail
 Leveraging existing members
 SEO

14. Social Media
 Space out your communications
 Use a content calendar
 Promote your social media presence on
• Website, Newsletters, Blog
• Success is measured by the conversations you can start or
engage. Eg How many times someone Favorites, Re-
tweets, comments on a post.
• Use Online brand monitoring eg Google Alerts to flag keywords
that show coverage of brand
• Use Analytics (eg Google Analytics) to measure response and
fine-tune your campaign

15. Content is King
 Share, Share, Share
 Stories, Photos, Video, Cool graphics
 Ask their opinion, make a provocative statement, ask
questions
 Tell them what’s going on in your neighborhood
 Share insights, predict the future, spotlight the past
 Reblog, Retweet, and share other posts
 Schedule Posts eg Hootsuite
 Experiment, Learn, and Repeat

16. Sample Content Calendar
Date Post Content Twitter FacebookBlog LinkedIn Pinterest Instagram
7/8/2014Blah xxx x x
7/9/2014Blah xxx x x
7/10/2014Blah Blah xxx x x x
7/11/2014You get the picture xxx x
7/12/2014 xxx x x
7/13/2014 xxx x
7/14/2014 xxx

17. Blogging
WordPress, Blogger, Tumblr are some of the
main blogging platforms.
WordPress and Blogger are more long-
form, Tumblr is more of a micro-blogging site, ie
images with some text.
There are gazillions of blogs. As of July
2013, there are 68M WordPress blogs, 108M+
Tumblr, Blogger, doesn’t seem to disclose, but
anyway you’re looking at upwards of 200M+
blogs

18. Blogging
How do you make your blog stand out?
Pick a niche, write, and write regularly, have a POV, show
your expertise
Enable comments, and respond to them
Register with Technorati
It’s a subject in and of it self. Think of it as one more piece
to the content puzzle.
If you need a more serious content management system
you can host your own blog from
Wordpress.org, Jumla, or Drupal.

19. Facebook
 There are over 1.2Billion FB Users as of July 2013
 That’s like 1 in 7 people in the world
 Average user spends more time on FB than all the major
social networks combined
 Friend pages are for individuals; Fan pages are for
businesses and groups for causes

20. Facebook
As with all Social Networks to get and grow
fan base need consistency
Answer
questions, comment, acknowledge, engage
Share information even if from competitor
Remember you’re doing it for the social
good and hope the vibes come in your
favor

21. Facebook
FB and other networks are about being
transparent, don’t try to have a hidden
agenda or you will get called out
Cross promote your blog posts, tweets and
other content
Explore paid advertising

22. LinkedIn
 Over 225M users
 Main focus is for professionals and for networking
 Great Rolodex as you can use the power of the network in
going from your 1st level direct contacts to 2nd and 3rd.
 Create a company or organization profile
 Encourage employees to link to company profile
 Join and Engage in relevant group conversations

23. LinkedIn
 First listen, then contribute
 Avoid propaganda
 Cross promote your blog posts, tweets and FB content, but
don’t saturate with the same content.
 Post status updates and or respond to requests
 Share presentations, webinars and other content
 Be a resource
 Use search feature for lead generation
 Explore paid advertising

24. Twitter
 500M total users, >140-200M active
 Avg Twitter user has 27 followers
 >50% active Twitter users follow companies or brands
 Share original content in 140 chars
 Retweet content, inc press
releases, announcements, interesting stats, and cross
promote blog and other networks
 Link up with famous personalities and use them to get your
name out
 Use real time search for lead generation and customer
service

25. SM Success Metrics
 Measure how many visits, leads, and customers is each
individual social channel is generating.
 Google Analytics
 HubSpot
 Want your audience to grow in terms of audience (followers)
but also engagement. Otherwise Likes, Retweets do not
show the full picture

26. SM Success Metrics: measuring ROI
Source Visits Contacts Conversion/Customers
Organic Search
121,00
0 1815 54
Paid Search 1,999 30 1
Social Media 25,000 375 11
Email mktng 50,000 750 23
Direct Traffic
135,00
0 2025 61

27. Reference
All images are copyright of respective owners and obtained
from public domain
Copyright 2013
Javed_mohammed@hotmail.com
A K2Vista Production