This is a presentation on social media marketing based around answering these key questions: 1) How is social media different from traditional media? 2) What tactics make sense for businesses? 3) Where to start to build a strategy?

1. Social Media
Marketing

2. Big Questions
! How is Social Media different from Traditional
Media?
! What tactics make sense for businesses?
! Where do I start?
• Strategy before tactics

3. Social Media Defined
! Social Media is made up of online content created
using a variety of publishing technologies. Social
Media facilitates connections between people,
both personally and professionally, allowing
them to create, read and share content.

4. Social Media &
Business Objectives
! Doing more with less
• Efficiency
• Free or low cost
! Micro-targeting
• Build communities
• Relationships through conversation
! Go where the people are spending their time

5. Growth of Social Media
! “The meteoric growth in social media is the
single most significant story in the online media
space today.”
- Nielsen, “Global Online Media Landscape” (April 2009)
• Exponential growth in
- Reach of social networking sites
- Use of blogs, microblogs

6. Growth of Social Media
! 67% of the global online population visits social
networks and blogs. (Nielsen Online, March 2009)

7. Growth of Social Media

8. Growth of Social Media
! Share of adult Internet users who have a profile on a social
networking site has more than quadrupled in the past four years.

9. Social Media
Investment

10. How is Social Media
Different?
! Consumer control of message and exposure
! Time vs. dollars
! Measurement

11. Control
! Technology allows consumers to:
• Pull content to themselves: RSS
• Create and share content about brands,
products and services: Blogs, Social
Networking

12. Control

13. Control

14. Control
! This requires new forms of transparent
marketing that reach those who want to hear
our messages and who will share and
contribute to spreading messages.

15. Time vs. Dollars
! 64% of marketers spend 5+ hours per week on social marketing
! 39% spend 10+ hours per week

16. Measurement
! “The goal is to track qualitative and quantitative
impressions because there is no industry
standard for an ROI metric for social
media.”
- Craig Howe, CEO of RocketXL

17. Top Tactics for
Business
! Twitter
! Blogs
! LinkedIn
! Facebook
- Stelzner (2009)

18. LinkedIn
! A business oriented social network used for
professional networking.
• Build networks for prospecting and sales
initiatives
• Build authority in your industry
• Recruitment

19. LinkedIn

20. LinkedIn
! Build your expertise and authority through the Q& A
functions

21. LinkedIn
! Connect with groups to build a larger network
! Integrate other tools like blogs, status updates and
Web sites

22. Blogs
! A Web site in the form of an online journal, with
posts displayed in reverse chronological order.
• Focus your topic
• Foster conversation and subscription (RSS)
• Search engine benefits

23. Blogs

24. Blogs

25. Blogs

26. Twitter
! Free microblogging platform where users post short
updates (or tweets) of up to 140 characters.
Tweets are displayed to followers on the user’s
profile page.
• Monitor conversations about your brand
• Promotions or coupons
• Engage with people
! Twitter awareness doubled in 1st qtr. 2009, reaching
52% of online Americans (NDP Group)

27. Twitter

28. Twitter

29. Twitter

30. Twitter
! Transparency is vital - brand or person
! Follow people to get followed
! Provide content, not just advertising
! Use third party applications to monitor and manage
• Tweetdeck
• CoTweet
• Monitter

31. Facebook
! A large, free social networking site that allows
users to join networks organized by city, workplace,
interest and more. Users interact by establishing
profiles, building networks of friends and joining
groups.

32. Facebook
! 89% of adults use online social networks to stay in
touch with friends.
- Pew Internet and American Life Project (2008)
! This is a very personal medium. You must provide
content that is relevant to your target market.
Remember, one way we connect with people is
through shared interests, which included brands,
products and services.

33. Facebook
! Fan pages
• Build a community of fans
• Raise awareness and engage
• Publicize events
• Solicit feedback

34. Facebook

35. Facebook

36. Building a Strategy
! The P.O.S.T. Method
• People
- Know your audience and what SM they use
• Objectives
- Drive revenue, increase brand equity, reduce costs
• Strategy
- Tactical decisions that will lead to desired outcomes
• Technology
- Executing through the right tools
- Forrester Research and Breed & Meyer

37. Questions?
! Connect with us:
• Armstrong|Shank Web site
- www.armstrongshank.com
• IDEA|S Blog:
- www.armstrongshank.com/blog
• A|S Webstratics Group Web site:
- www.webstratics.com