A presentation I gave to the digital marketing class at ASU. Very heavy on case studies, meant to be an introduction to how social media is used for brands as opposed to how individuals use it.

1. Social Media For Business Katie Van Domelen @ktvan http://ktvan.posterous.com

2. Basics http://www.flickr.com/photos/fredcavazza/3428921418/ Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

3. Basics It’s different than social media for personal use Create relationships between brands and consumers for various marketing related purposes: Increase awareness Increase loyalty Provide customer support Think about how to extend the experience your consumers have with your product/brand online Conversely, think about how to extend the experience on social networks to your brand/product Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

4. Regulations New FTC Guidelines on Endorsements Considered an endorsement if you receive compensation for your opinion – whether you publish your own words or those provided to you Need for transparency, people should easily be able to tell that the opinion was sponsored Full disclosure of any material connection between advertiser and endorser (blogger) Liability for any false statements or claims falls on endorser and advertiser Full FTC Guidelines: http://www2.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

5. Etiquette No false pretense Don’t “spam” Be a “real” person in your interactions Listen Respond Provide more than repeated sales messaging Don’t steal content – credit/attribution where needed Creative Commons Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

6. Case Study: Kogi BBQ http://twitter.com/kogibbq Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

7. Case Study: Kogi BBQ Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010 Kogi BBQ is a travelling food truck in LA Their twitter account alerts followers to their next location Also hold conversations with customers – suggest certain dishes, share specials and offers Similar: @mojoyogurt and @rulabula

8. Case Study: Ikea Small marketing budget to get word out about new store Used Facebook instead Uploaded a bunch of photos of Ikea showrooms to Facebook page Fans tag themselves in the photos, the first person to tag themselves as a piece of furniture, gets the furniture Viral aspect – all tagged photos show up on fans’ pages letting their friends know, spreading the word Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

9. Case Study: Dominoes Started with bad social media buzz: employees post a video on YouTube where they defile pizzas After media storm dies down, Dominoes apparently decides to take note of social media and start a listening plan Use tools to collect mentions of a brand name in social channels From that, they learn what people *really* think about their pizza Change recipes and launch entire ad campaign based on it Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

10. Case Study: Freshbooks http://www.freshbooks.com/blog/ Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

11. Case Study: Freshbooks http://community.freshbooks.com/forums/ Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

12. Case Study: Freshbooks Use blog to discuss related topics to the product, strengthening brand Accounting Invoicing Billing Also use as an outlet to publicize brand news Platform to push out PR notices Customers can leave comments on the blog or in the forums making it an effective listening outpost as well as a location to discuss issues directly with customers. Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

13. Case Study: Southwest http://twitter.com/southwestair Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

14. Case Study: Southwest http://www.facebook.com/Southwest Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

15. Case Study: Southwest http://www.youtube.com/user/NutsAboutSouthwest Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

16. Case Study: Southwest Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010 Presence on all major networks Use it to hold actual conversations with people Provide customer service Items of interest In case of PR problems (Kevin Smith) – able to respond quickly, apology and explanation posted within days Share exclusive deals and discounts, make people feel special to increase loyalty Show human side of employees and company

17. Case Study: Southwest Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010 Presence on all major networks Use it to hold actual conversations with people Provide customer service Items of interest In case of PR problems (Kevin Smith) – able to respond quickly, apology and explanation posted within days Share exclusive deals and discounts, make people feel special to increase loyalty

18. Case Study: Vitamin Water http://www.facebook.com/vitaminwater Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010

19. Case Study: Vitamin Water Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} 2/22/2010 Flavor Creator Let’s Facebook Fans create and vote on Flavors – winning flavor is a real product now Uses Facebook URL in TV spots Video interviews with sponsors Carrie Underwood, 50cent, Steve Nash 50 sound lab – 50cent song remix contest Be Inspired – Contest and charity Very conversational account, makes it relevant for fans

20. Sound Fun? 2/22/2010 Katie Van Domelen {@ktvan} {http://ktvan.posterous.com} www.socialmediatoday.com www.socialmediaexplorer.com www.socialmediaexaminer.com Local Events/Clubs http://www.smcphoenix.com/ http://joinazima.org/ http://www.socialmediaaz.org/ Classes to take: Services Marketing Consumer Behavior Resources to keep up with: www.mashable.com www.readwriteweb.com www.techcrunch.com www.insidefacebook.com http://social-media.alltop.com www.convinceandconvert.com www.sitewire.net/blog/social www.altitudebranding.com