A very basic introduction to why social media marketing matters, why it's not going away, and a basic approach to getting started.

1. 31
5
5
8.19.09

2. What is social media?
Why does it matter?
The opportunity for brands
How do we succeed?

3. So,
what exactly is social media?
It is a conversation among and between your
customers, prospects, employees, fans, critics,
and competition.

4. The new mantra
If you don’t create a community for us, we will create the
community ourselves.
J. Potteiger, Millennial Blogger

5. Prediction
In the future, the successful brands will be those that learn to tap the
potential of social media by embracing it, finding new ways to do
business, realizing that content is their most important product and
increasing openness and transparency.

6. it looks like it’s happening in a lot of places...

7. but it’s happening in a really lot of places
The
Proliferation of
Social Media

8. 3
reasons social media
matters

9. 1/3
it has become an incredibly
powerful influence.

10. 91%
say consumer reviews are the
#1 aid to buying decisions
- JC Williams Group

11. X
trust a friend’s recommendation over a critic’s review
87%
- Marketing Sherpa

12. 1 word-of-mouth conversation
has the impact of
200 TV ads
>

13. 2/3
it’s rapidly becoming mainstream.

14. 325 million o n faceb ook

15. Facebook has seen a 276% rise
in 40- and 50-year-olds in last six months

16. 100 million
o n My Space

17. 40 million
on Twitter

18. Ellen wants a million followers

19. 100 million
daily views on YouTube

20. 4,000
new Ning sites a day

21. 50 million
people blog

22. 39%
subscribe to an RSS feed

23. Finally: they’re not just visiting
According to the study, 66.8% of Internet users across the globe
accessed “member communities” last year, compared to 65.1% for email.

24. 3/3
it’s transferring the definition of brand from
the organization to the individuals and
communities

25. BRAND
Once upon a time
Packaging
Distribution
CRM
Advertising
CONSUMER

27. Until recently BRAND
Packaging
Distribution
CRM
Advertising
CONSUMER

28. http://www.your name here.com

29. Today’s reality
BRAND

30. Today’s reality
BRAND

31. Consumers
are becoming the medium.

32. Consumers
are creating their own
communities.

33. Consumers are
celebrating their
interests.

34. Consumers are deciding whether
or not to join a brand.

35. Consumers
are becoming the filter.

36. Consumers are relying on
each other.

37. Consumers are seeking
new sources of
content.

38. Consumers are becoming the
distribution channel.
Sharing:
http://tinyurl.com/cdmshe

39. Consumers are hijacking the
conversation.

40. Consumers are even hijacking the
brand.

41. 5 opportunities

42. listen
engage
it’s an opportunity to inspire
build
mobilize

43. listen
you can learn a lot from conversations.
what people think
what matters to them
how they feel about you.

47. engage
you have the chance to converse, share ideas, ask
questions, get feedback and build trust.

53. inspire
you can support what people believe in, get behind an
initiative, offer support for a cause or activity.

58. build
you can acquire a fan base, a following, people who might
pay attention, listen, feel good about what you’re doing.

63. mobilize
and finally, you might even get them to work on your
behalf, recommend your service, say something good
about you.

74. how does YOUR BRAND succeed?

75. 1/5
Don’t start with the platform
Start with the relationship

76. 2/5 know your customer...
critic joiner
spectator
collector
creator

77. 3/5 engineer your presence
Channel
social content content is blogosphere
promoted and
posted to
blogs.
Blogs are
driving traffic to
the content
channels.
search
Profiles drive traffic Profiles are
Channel content is
to the content promoted to
posted to profiles.
channels. the blogs. Original content and utility
social networks Blogs will drive
traffic and
members to the
profiles.
Friends and fans
join your
network.
http://www. your name here.com
Everything drives to the mother site.

78. 3/5 engineer your presence
social content blogosphere
Channel
content is
promoted and
posted to
blogs.
Profiles drive traffic Profiles are
search Channel content is
to the content
posted to profiles. promoted to Original branded
channels. the blogs.
content and utility
Blogs will drive
traffic and
social networks members to the
profiles.
Friends and fans
join your
network.

79. 4/5
make friends with the
right people

80. 5/5
be generous, with relevant, informative
content and utility

81. Build a clubhouse

82. Invent a new program

83. Introduce your customers
to each other

84. Become your own broadcast medium

85. Make knowledge more accessible

86. Bring content to the community

87. Build a virtual laboratory

88. Connect your customers to new
sources of information.

89. Create a shared experience

90. Bring the best entertainment
to the party

91. Come right out and ask people to be
helpful

92. And always remember
1 thing

93. Social media is not a program or a
campaign or a platform or an execution.
It is a commitment.