1. The Art of Social Media

3. Audiences

4. Messages

5. Tactics

7. Know Your Audience 5 Behaviors on the Social Web (Altimeter Group: 2010 Socialgraphics)

11. Brand Management

12. Relationship Management

14. Tactic: Cross-Media Optimization Blog In 2012, 43% of U.S. Companies will use their blog formarketing purposes compared to 34% in 2010. Opportunity: Public participation Collaboration Added Value: SEO & Mobile

15. Facebook Tactic: Cross-Media Optimization 750M users Opportunities: Video Real-time information Real-time dialogue Event promotion B2B and B2C relations Page to Page Added Value: SEO & Mobile

16. Tactic: Cross-Media Optimization Twitter 175M users Opportunities: Search operators Monitor conversations Build relationships Establish credibility Publish news and events Added Value: SEO & Mobile

17. Tactic: Cross-Media Optimization Linkedin 100M users Opportunities: Professional networks Industry relevant groups Establish credibility Dialogue and discussion Added Value: SEO & Mobile

18. iTunes Tactic: Cross-Media Optimization 200M users with podcast access Opportunities: Sharable audio format Subscription-based updates Searchable by topic Added Value: SEO & Mobile

19. Flickr Tactic: Cross-Media Optimization 51M users Opportunities: Photo sharing groups Galleries and slideshows Searchable by keyword Embed options Added Value: SEO & Mobile

20. Foursquare Tactic: Cross-Media Optimization 10M users Opportunities: Geo-targeting Mobile marketing Brand loyalty Facebook connect Twitter sync Added Value: SEO

21. e-Newsletter Tactic: Cross-Media Optimization Opportunities: Marketing database Promotional reach Analytical insight Strengthen relationships Increase web traffic Shareable format Grow likes/followers Added Value: Mobile

22. Tactic: Cross-Media Optimization Google+ 10M users Launch July 2011 Opportunities: Sync & Share (Gmail, Docs, Spreadsheets, Calendar, Places, Video, Search, RSS, Maps. etc.) Group text

23. Tactic: Cross-Media Optimization Mobile Growth: 36% of U.S. mobile consumers now have smart phones. (Nielson, April 2011) Opportunities: Reach on-the-go Geo-targeting Text marketing Apps and games

24. Tactic: Cross-Media Optimization Mobile 750M users 50% access via mobile 51M registered users 91% of mobile phones have photo/video capability Over 2B views each day Over 100M mobile views 175M users 50% access via mobile 10M users 100% access via mobile (35,000 new users daily)

26. All marketing materials

27. Vehicle decals

28. Product tags and packaging

29. Conference nametags

30. Restaurant menus

31. Event ticket stubs

32. Point-of-sale receipts

35. Blogs

36. Video

37. Photos

38. Comments

39. Reviews

40. News clips

41. Competitor mentions

42. Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand

43. Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand

44. Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand

45. Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand

47. Evaluate

50. Location: Where to post

51. Trending: What to post

53. Connections

54. Groups

56. Connections

57. Fundraising

59. Connections

60. Groups

62. Ex: Volume and tone of customer feedback

63. Ex: Cost savings of social media vs. traditional outreach

64. Ex: Growth of service/sales verticals via social vs. same area with non-social activity

66. Targeted to audience

68. Analytical trends