This document discusses social media marketing strategies for businesses. It begins by defining social media and social media marketing. It then explains why social media marketing is important, noting that it allows businesses to have conversations with customers through both outbound marketing approaches like advertising as well as inbound approaches like content marketing. The document provides examples of social media strategies for both B2C and B2B companies. It then gives tips for developing a social media strategy, analyzing results, and two case studies of companies' social media approaches.

1. Social Media marketing Wednesday, April 20, 2011

3. What is social media?

4. Why is social media marketing important?

5. B2B versus B2C

6. Building a social media strategy

7. Case study: Whole Brain Catalog

8. Case study: SmartDraw Software, LLC

9. Other B2B case studies

11. Sarah Markels Maynard BACKGROUND Manager of Social Media Marketing at SmartDraw Software, LLC Market Research Analyst at SmartDraw Software, LLC Independent Social Media and Business Consultant Public Relations and Marketing at UCSD Neuroscience Laboratory Biomedical Ontology Research Associate at UCSD Neuroscience Laboratory SPECIALTIES Research Social Media Marketing Start-ups Business Branding Technical Communication and Web Publishing

12. How did I get here? I read a lot I asked a lot of questions I wasn’t afraid of a challenge I made mistakes

13. What is social media?

14. Social media Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. - Wikipedia

15. SOCIAL MEDIA IS THE MEDIA WE USE TO BE SOCIAL

16. social media marketing Social media marketing is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks. - Wikipedia

17. SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS

18. SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS

19. Why is social media marketing important?

20. Interruption versus permission Outbound marketing Inbound marketing

21. Interruption versus permission Outbound marketing Marketing strategies that focus on finding customers by building brand awareness through advertising and promotion Inbound marketing

22. Interruption versus permission Outbound marketing Marketing strategies that focus on finding customers by building brand awareness through advertising and promotion Inbound marketing Marketing tactics that rely on earning people’s interest instead of buying it

23. Interruption versus permission Outbound marketing Telemarketing Direct mail Email blasts Print ads Radio and TV ads Inbound marketing SEO and SEM Blogging Social media RSS Viral videos Free tools and trials

24. Does the target market matter? b2c b2b Build relationship with consumers to sell product Build relationship with consumers to sell business product

25. Before social media

26. After social media

27. CONVERSATIONS HAPPEN WITH OR WITHOUT YOU

28. owned paid earned Brand and Product Websites Mobile Brand and Product Websites Customer Care Proprietary Blogs Internet Advertising PPC – Search Marketing Mobile Advertising Sponsorships Paid Applications Social Media (Pages and Feeds) Word of Mouth User Forums News, PR, Announcements Blogger Relationships

29. Building a social media strategy

30. 1. Establish clear goals Traffic? Leads? Reach? Buzz? Customer happiness?

31. 1. Establish clear goals Traffic? Leads? Reach? Buzz? Customer happiness? Be specific!

32. 2. listen Who is your audience? What is their personality like? How and where do they consume? How and where do they engage?

33. 3. Set up your networks Home Base (corporate site, blog, Facebook page, …)

34. 4. Engage Ask questions Participate in conversations Be timely and frequent Be transparent (we are all human!) Connect your audience with valuable content Be relevant to the conversation

35. 5. Analyze and optimize Realize that the social media success equation isn’t big moves on the chess board, it’s little moves made everyday that eventually add up to a major shift. - @jaybaer, social media strategist Reach Frequency and Traffic Influence Conversations/transactions Sustainability Sentiment

36. SOCIAL MEDIA IS VERY RARELY THE LAST MARKETING TOUCH POINT BEFORE A CONVERSION. THUS, IT CAN BE DIFFICULT TO ACCURATELY TRACK THE IMPACT OF YOUR SOCIAL MEDIA MARKETING CAMPAIGNS WITH TRADITIONAL WEB TOOLS.

37. Use tools Measure update Listen/connect Google Analytics Social Mention Facebook Insights YouTube Insights TweetDeck HootSuite Co-Tweet URL shortners Blogs TweetGrid Sprout Social Social Mention Radian6 Alterian SM2

38. General social media tips Register your brand/name (www.knowem.com) Do your research (platforms, tools, trends, competition) Understand the culture and the etiquette Read and read (and read some more) Choose the tools you want to use, and stick with them Learn the vocabulary (then learn how to say it in human) Encourage broad usage Network Don’t lose hope!

39. Case study: whole brain catalog

41. Case study: smartdraw software, llc

43. Other b2b case studies

44. Microsoft advertising http://www.toprankblog.com/wp-content/uploads/2010/02/Social-Media-White-Paper-Microsoft-Advertising.pdf

45. American express open

46. Now what?

47. How did I get here? I read a lot I asked a lot of questions I wasn’t afraid of a challenge I made mistakes

48. Mashable.com ReadWriteWeb.com MarketingProfs.com HubSpot Webinars Radian6 Blog ChrisBrogan.com The Social Media Bible (Second edition) The Now Revolution (by Amber Naslund and Jay Baer) Perspectives on Social Media Marketing (by B. Bonin Bough) resources

49. Preparing for a job in social media Use social media (don’t wait until you get the job to use it!) If you have a blog, make sure it is up to date Do not mention companies to which you are applying on public forums Create an optimized LinkedIn Profile Set up proper Facebook privacy settings Increase your breadth of knowledge (web publishing, statistics, writing)

50. Getting your foot in the door Let people know you are looking Network (Meetup groups, Twitter, LinkedIn, San Diego Ad Club) Take initiative to help others with social media related activities Volunteer your services to non profits Start networking before you begin job hunting (Now!)

51. interviewing Practice answering tough questions (use your network!) Understand the company intimately Ask questions about the company’s goals Come prepared with ideas and show your passion! Always follow up! (Important in social media AND job searches)

52. Questions I would ask you Do you use social media? Important to live in social media in order to understand it! This is a hands-on sport. What is the biggest success and the biggest mistake you have seen a company make using social media? Test of knowledge and awareness of other activities What do you think we should do first? Shows commitment to job What math classes have you taken? What is your experience in data analysis? Remember when you thought you would never use math again? Not true! How will you measure your success? Trick question ;) (unless you have already done all the market research…)

53. Thank you sarahmarkels@gmail.com @sarahmarkels