This document provides an overview of social media marketing. It discusses the 4 C's of social media, how brands can integrate social media into their websites and budgets. It also addresses common problems and questions brands should consider before entering social media marketing. The document outlines 12 steps marketers should take before jumping into social media and steps for a successful social media marketing strategy, including listening, planning, creating content, building community and measuring results. Finally, it analyzes how some brands like EasyJet, JetBlue and Starbucks have succeeded on social media through engaging with customers.

1. SOCIAL MEDIA & MARKETING PART 2

3. SOCIAL NETWORKS AS WEB 2.0 TOOLS

4. USAGE AREAS OF SOCIAL MEDIA IN BUSINESS

5. SOCIAL MEDIA INTEGRATION

6. SOCIAL MEDIA MARKETING BUDGETS

7. SOCIAL MEDIA PROBLEMS

8. QUESTIONS TO ANSWER BEFORE ENETERING SOCIAL MEDIA MARKETING

9. 12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SOCIAL MEDIA

10. STEPS OF SOCIAL MEDIA MARKETING

11. HOW TO FAIL ON SOCIAL MEDIA MARKETING?

12. SUCCESSFUL BRANDS ON TWITTER AND ACTIONS OF SM BRANDS

15. On the customer related sides, social networking shared the 2nd runner level with the video sharing.* e-marketer 2009 Research

17. The second business area is the internal learning.

18. In my opinion in a few months time, brands will be using SM mostly for customer service and support so that the call center and other customer channels work tasks will be fresher than usual.* e-marketer 2009 Research

21. HOW TO INTEGRATE SM TO BUSINESS – STARBUCKS WEB SITE MAIN PAGE

22. HOW TO INTEGRATE SM TO BUSINESS – CADILLAC BLOG MAIN PAGE

24. On September 2009 marketers spend $108 million on SMmarketing.*

25. These growing budgets make SM more attractive platform. This is where the problems began!*E-marketer social media spending report

26. THE MOST DISCUSSES TOPICS OF SM: MEASUREMENT The measurement of SMmarketing is STILL the biggest problem! And STILLNO clear answer!

28. “SMwill continue to exist and it will be lead by social media specialists.”Jim Tobin – IgniteCom.

29. THE MOST DISCUSSED TOPIC OF SM MARKETING: EXPERTISE Who will control SM for brands? In my opinion ; SM must be managed INTERNALLYbybrands digital marketing team or marketing team with the help of a digital marketing consultant.

31. Who do you want toreach?

32. Do you have crisis management plan?

33. Are you a control freak?

35. which sources they listen to onthe Web.

37. 12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM Set your rulesof engagement clear, no gap! Use the identified keywords to find the details of SM influencers who are driving the conversations. Keep in mind that these SMinfluencers are NOTalways your customers. You should care about their impact on your revenue stream will be so useful for you.

38. 12 TO DO’S OF A MARKETER BEFORE A BLIND JUMP TO SM No rush! Before a blind jump, watch the topinfluencers SMcontent to position your branding tone. Submit comments on the blogs ofinfluencers . If you havea blog, addthem to your blog roll. Write reference posts,give links,usetrackbacksto influencers blogs. Try to engagethemin online dialog between your blogs andwith othersto develop relations.

41. Learn

42. Plan

43. Create Content

44. Nurture Community

46. Mine the conversation

47. Identify key influentals

48. Determinetopics

49. Focus on: keywords, RSS, google alerts, technorati, ice rocket,...STEPS OF SM MARKETING - LISTEN

51. Createstrategy, NOT tactics!

52. Allocateresources

53. Don’t follow the crowd

54. Beunique, beyourself

56. Listen to the conversation

57. Reach out to individuals

58. Don’t make it ALL about you ( % 30, not more)

59. Focus on: blog, twitter, diggSTEPS OF SM MARKETING - CONVERSATION

61. ContributeORIGINALcontent

62. Don’t be a copy cat

64. STEPS OF SM MARKETING – CONTENT- HOW TO ANSWER? Your product sucks! Thank you for your comment! Can you please share more with us to improve? / We are aware of this problem. We are doing... to fix it.

65. STEPS OF SM MARKETING – CONTENT- HOW TO ANSWER? I have a question about your product You can find the information on (link), on our web site, we wrote a blog post about this problem,...

67. Evangelize

68. Don’t just sell or promote, create some value

69. Organizeevents online

70. Maximize productivity: tools, apps, ROI, SEO,,, STEPS OF SM MARKETING - COMMUNITY

72. Experiment

73. Link all

75. Determineimpacton reputation

76. Monitor the online traffic

77. Generate leads

78. Assist customer service

79. Transformbrand lovers into customer evangelists STEPS OF SM MARKETING - MEASURE

81. Messages away from your brand personality

83. Be a control freak., so kill the conversation

85. SUCCESSFUL BRANDS ON SM – KODAK

86. SUCCESSFUL BRANDS ON SM - JETBLUE

87. SUCCESSFUL BRANDS ON SM – DUNKIN DONUTS

88. SUCCESSFUL BRANDS ON SM – STARBUCKS

89. ACTIONS OF SUCCESSFUL SM BRANDS – EASYJET- FEEDBACK OF A CUSTOMER ON TWITTER

90. ACTIONS OF SUCCESSFUL SM BRANDS – EASYJET- EASYJET’S ANSWER TO THE FEEDBACK

91. ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE- CUSTOMERS QUESTION TO JETBLUE

92. ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE - CUSTOMERS QUESTION TO JETBLUE

93. ACTIONS OF SUCCESSFUL SM BRANDS – JETBLUE - ANSWERS TO QUESTIONS OF CUSTOMERS

94. ACTIONS OF SUCCESSFUL SM BRANDS – STARBUCKS – A LITTLE MISTAKE

96. Do NOTwait to be followed! Useyour keywordsandfind them!

97. Try to answer to every tweet as quick as you can

99. Do NOTqualift your followersas the numeric scores. They are real, bereal!

101. FRIENDFEED: http://friendfeed.com/pazarlamacadisi , http://friendfeed.com/webo

102. TWITTER: http://twitter.com/burcutuzun