1. WHAT THE *TWEET* IS SOCIAL MEDIA MARKETING?
– EVENT HANDOUT
May 19, 2009
www.whatthetweet.org
Green Bay Area Chamber of Commerce
300 N. Broadway, Ste. 3A
P.O. Box 1660
Green Bay, WI 54305-1660
Phone: 920-437-8704
www.titletown.org

2. EVENT AGENDA
7:30 – 7:45AM Introduction & Housekeeping
Dana VanDen Heuvel of MarketingSavant will welcome the guests, speakers and panelists and
highlight the key points for the day before introducing the first speaker
7:45 - 7:50AM Table Networking (while SNC clears our breakfast plates)
7:50 - 8:30AM Caitlin McCabe, Director of Social Media, Sway, Inc.
Social Media DIY – How to make social media work for you if you’re the only one working on
social media. Using the tools that the experts use without breaking the bank.
8:30 – 9:15AM Pat Hopkins, CEO, Imaginasium, Green Bay, WI
What happens to brands in social media. How does social media change company cultures and
corporate brands when consumers are in control, and what can you do about it. Client or case
study example of a brand transformed (or that is being transformed) by social media
9:15 – 9:30AM Break
9:30 - 10:00AM Susan Finco, CEO, Leonard & Finco Public Relations
Sharing the results of the Northeast WI social media study and the results of the chamber study
– what does social media mean to the area.
10:00 – 10:30AM Greg Linnemanstons, President, The Weidert Group
How social media has changed public relations and working with the media over all. Discuss the
democratization of expertise (HARO, blogs, everyone’s a source…) and how businesses can
leverage social media to obtain media coverage.
10:30 – 11:00AM Dana VanDen Heuvel of Marketing and Kiar Olsen of Element Creative
Kiar and Dana will be sharing some best social media cases featuring both local and national
brands.
11:00 - 11:15AM Break
11:15 - 11:45AM Panel Discussion
We’ll bring the panel on and go through a set of questions about the unique experiences of how
each of the panel members’ organizations are using social media to their advantage, what some
of the pitfalls are and ask what their recommendations are for the audience.
Jeff Gahnz, Jody Weyers, Amanda Brooker, Kiar Olson
11:45 – 12:00PM Wrap Up & Take Aways
We'll answer any remaining questions for the panel + any of the day’s speakers
12:00 PM Event Close - Thank You For Attending!
What the *Tweet* is Social Media Marketing? | www.whatthetweet.org| May 19, 2009| Green Bay Area Chamber of Commerce

3. Connecting the Dots:
Who is Using Social Media & Why
Survey Highlights
The surveys said……..
• 100% of businesses & or-
ganizations surveyed say
there is a place for social
Sure you’ve seen oodles Some 68% of journalists business toward social
media in the business of stories and media say they find contacts and media. Fifty-two per-
world. coverage about social interviews through SM cent stated they are
media, but who is really outlets and more than somewhat familiar with
• The media has embraced using it and why? A half generate story ideas SM, with less than a
social media for its work;
businesses are taking a
number of recent sur- and do background infor- third (27%) very familiar
more cautious approach. veys provide some in- mation gathering through with SM.
teresting insights to social media.
• Nationally, younger and consider when develop- Text messaging, Face-
more educated individuals ing your social media Business and community book, LinkedIn, blogs
tend to use SM far more
often than those over 40
program. leaders are more cau- and YouTube are most
or those with a high tious, with a surprising used. Despite the seem-
school or less education. Leonard & Finco Public 44% stating they do not ingly low numbers,
Relations conducted use social media at all for
nearly 70% of the busi-
two social media sur- business. Of those who nesses responded they
veys; one focused on do, they tend to use it to
are using some form of
social media use among connect/communicate social media in their
Northeast Wisconsin with clients (31%) and tobusiness, primarily to
media and the other on gather information or communicate with oth-
It’s a 24/7 Communications World.
social media use among research specific topics.ers (30%) or to market.
You need to be ready Northeast Wisconsin And 100% of the re-
at a moment’s notice. business / community Meanwhile, an extensive spondents said SM has a
We can help. leaders. The findings: social media survey con- place in the business
the news media is lead- ducted by the Green Bay world.
www.LFpublicrelations.com ing the way when it Area Chamber of Com-
comes to social media merce also reflects the
(SM) use in business. cautious approach of
What does it mean?
On the national scene…..
• Social media use
is growing, but its A national, Online Har- Still, 58% of adults say Education is also a fac-
use is still being ris Poll conducted in they have either a tor in SM usage. Fifty-
defined. spring of 2009 found MySpace or a Facebook five percent (55%) of
that 51% of Americans page. those with some college
• Understand who do not use Twitter or education have a Face-
is using SM and have a MySpace or Face- Age seems to play a book or MySpace ac-
why. Then build book account. prominent role in the count and 52% of col-
your social media use of social media lege grads or beyond
plans accordingly. And while the media (SM), with younger gen- use social media sites.
may be using Twitter, erations using SM far
only 5% of Americans more often than those
are currently using it. over 40.

4. Social
Media What’s all
the talk about?
3 Ways To Make The
Most of LinkedIn 4 Twitter Tips
Extend your reach. Once you've established a Do use twitter to provide value in the form
LinkedIn profile for your company, you can use of links to articles, meaningful insights, and
this as an outlet to promote your company's useful data.
website or blog. Do reveal personality, but not so much that
Learn & teach. LinkedIn gives you the the world knows you were hungover Monday
opportunity to ask questions to your network or that you dislike your boss intensely.
and other professionals in your field. You can Don't be inane, dull or obvious. No one
also position yourself or your company as an cares that you're enjoying your coffee, that
expert on a specific topic by replying to posted you have an overdue book (unless it's the
questions with useful information. Gutenberg Bible) or that your cat looks cute
Establish professional networking groups. cuddled up on the couch.
LinkedIn allows you to establish your own net- Do use the 60/30/10 rule: tweet 60% valuable
working groups with others in your field. For an content, 30% personal opinions or insights, and
example, check out Weidert Group's 'Synapse: 10% chatting of a more personal nature. Give
NE WI Marketing Connection' networking or take.
group.
5 Tips for Integrating Social Media
1. Before investing a minute on SM, get your website right; driving traffic is a primary SM goal.
2. Recognize that traditional media deliver more reach than SM, while SM has the potential to
connect with your most engaged customers.
3. Use SM to measure the impact of traditional media; listen for qualitative and measure
quantitative.
4. Fully articulate your brand character internally so that you can define how it's expressed in SM
channels - blogs, twitter, video, Facebook, et al.
5. Search for all opportunities to cross-channel promote between traditional and social media.

5. 6 Reasons To Be Blogging Facts You Didn't Know
About Social Media
1. Your brand will become humanized as
prospects get a sense of your company's
culture.
1. In a TEK group survey, 60% of media
2. You'll position your company as an authentic contacts polled say they want companies
and knowledgeable thought leader. to use social media links.
3. A blog offers the opportunity to build a real 2. In the first 2 months of ‘09, social net-
community, making it easy for customers, working sites grew faster than any other
clients, prospects, and similar-minded profes- online sector (Nielsen, 2009).
sionals to engage in a dialogue with you.
3. Twitter added 5 million users in March
4. It's an inexpensive way to get your compa- ‘09 (Content, based on comScore stats)
ny's name out.
4. 45-54 year olds are the highest indexing
5. You'll increase your brand's rankings by regu- age group on Twitter (comScore).
larly having fresh content on your web site.
5. Social Networks 68% more popular than
6. Studies have shown that customers and email 65% (Nielsen, Cnet, March 2009).
prospects think more highly of companies
that blog. 6. According to ComScore, [LinkedIn traf-
fic has] gone from about 3.6 million
unique monthly visitors a year ago to 7.7
million today (Adage, March 2, 2009).
A Video's Wort h
A Thousand Word s
About Us
Video has it all: sight, sound and motion. Creating
one doesn’t have to be hugely expensive, and the Weidert Group has been generating
potential to reach and influence a wide audience is smart ideas for local, regional and
national clients since 1980. We are a
immense. Wondering what to put on the video? full-service marketing firm with
How about: capabilities in marketing research,
planning, design, public relations, media,
Demonstrate a product, process or procedure. and interactive/web. Interact with us!
Diffuse a PR crisis by having upper management weidert.com
speak.
Present a new product.
blog.weidert.com
©2009 Weidert Group, Inc.
Entertain and, in turn, give people a better sense
of your corporate culture and attitudes. twitter.com/weidertgroup
Encourage people to share – interesting or
funny material can go viral quickly. 920.731.2771

6. How to grow your business through digital and social media marketing
Social Media 101
What is Social Media?
No doubt you’ve heard plenty about social media by this point, but many business owners are Social Media Tools
challenged with how to make it relevant for their business. According to Wikipedia, Social media Free blogs:
are primarily Internet- and mobile-based tools for sharing and discussing information among Blogger - www.blogger.com
human beings. The term most often refers to activities that integrate technology, telecommu- Word Press - http://wordpress.com/
nications and social interaction, and the construction of words, pictures, videos and audio. This Technorati
interaction, and the manner in which information is presented, depends on the varied perspec- Blog search engine technorati.com
tives and quot;buildingquot; of shared meaning among communities, as people share their stories and
experiences. Businesses also refer to social media as user-generated content (UGC) or consumer- Free Micro Blogging sites:
generated media (CGM). Twitter - twitter.com/
Social Media Platforms
Plurk - www.plurk.com
Essential Steps to Social Media Success
Source: Universal McCann Wave 3 Report
RSS Readers
1. Establish Clear Business Objectives and Metrics Social media mar- impact search engine positioning. Google Reader - www.google.com/reader
keting should not be an executive pet project. As a marketer responsible for a
social media initiative, you should never move off the starting mark without 7. Engage Your Audience Whether you’re launching your own social media Photo Sharing
clear and measurable business goals. application or engaging in others, the key to building influence in your com- Flickr - www.flickr.com
munity is getting involved.
2. Marketing Communications Moves from Monologue to Connected Video Sharing
Dialogue When customers control content, marketers inevitably lose some 8. Engage Your Employees Social media programs are a valuable opportu- YouTube - www.youtube.com
control of the message. But that doesn’t diminish the capability of good mar- nity to build cross functional teams in your organization.
keters to communicate effectively with their markets—in fact it can create a Social Bookmarking
9. Engage Your Customers Nothing filters up good ideas and new content
significant competitive advantage. Delicious - www.delicious.com
like talking directly to customers. Interview a few of your customers or part-
ners and ask for their take on the issues. Jaiku - www.jaiku.com
3. Clarify Your Positioning For all the novelty of social media, successful
execution invariably hinges on an age-old fundamental—a clear and con-
10. Be Honest and Up Front Whether you’re launching your own social me-
sistent position across all business touch points.
dia site or just participating in discussions around the Web, be conspicuously How much time &
4. Identify the Influencers The first meaningful step of engagement is to honest and straightforward about who you are and who you represent.
identify where the conversations are taking place that are relevant to your
money will this take?
11. Define Metrics According to Business Objectives Get involved in de- Most businesses can implement a social
market community, and who is shaping those conversations.
fining what business outcomes are relevant for your social media program, media strategy for very little money; how-
5. Listen Before You Launch In any conversation, a smart communicator and look for ways to measure progress toward the goal. Chances are, the data ever, the best strategies that generate
spends time listening to the dialog before they engage. is available. leads and revenue are launched in con-
junction with professional help and can
6. Integrate Your Social Media with SEO One of the most powerful ca- 12. Fail Quickly. Fail Cheaply If you are launching your first social media cost a few hundred to several thousand
pabilities of social media, especially blogging, is the ability to dramatically program, focus on an initiative with minimal investment in time and money. dollars. Moreover, social media takes time
and personal involvement that are unprec-
edented in the world of mass media.
www.marketingsavant.com 888.989.7771 info@marketingsavant.com

7. Social Media 101
What is it? What is it good for?
social media - a self-guided tour
Listen to the conversation
www.marketingsavant.com
888.989.7771 info@marketingsavant.com
Blog  Free to low-cost As part of our social-media strategy,
www.google.com/alerts
A blog (a contraction of the term quot;Web logquot;) is a Web  User comments are free feedback on services, let’s presume all businesses need a
MarketingSavant site, usually maintained by an individual with regular prices way to listen to their audience, their
www.keotag.com
Social Media Marketing entries of commentary, descriptions of events, or other  Creates searchable archive for search engines customers, their partners, and their
Social media consulting and coaching by an material such as graphics or video.  Acceptable to discuss topics or ideas that are detractors. Let’s begin with the tools
www.technorati.com
award-winning blogger. not yet fully developed we use to listen to the conversation.
Start with Google Alerts and subscribe
Award-winning blogger and internet market- Message Boards/Chat Rooms/Forums  Educational information www.summize.com
ing expert, Dana VanDen Heuvel, provides to keywords pertinent to your brand.
An Internet forum, or message board, is an online dis-  Ability to increase traffic through repeat
social media education and consulting to You’ll get daily emails telling you when
corporations, non-profits and educational in- cussion site. It is the modern equivalent of a traditional visitors your keywords show up on the Web. http://crazyegg.com
stitutions. bulletin board. From a technological standpoint, forums  Organization gains more creditability
Our training and content consulting services
or boards are web applications managing user-gener-  Builds relationship with visitors Social Bookmarking
are the product of more than five years ated content.
Social bookmarking is an excellent http://delicious.com/
years of intensive study, training, writing and  VERY simple to use
Micro Blogging (Twitter) way to share the collective intelligence
practice in the area of social and new media.
MarketingSavant can save you months of Micro-blogging is a form of multimedia blogging that  Multiple ways to send updates: text mes- of the Internet. This is near the top www.digg.com
learning and prepare you to enter the global allows users to send brief text updates (140 characters saging, instant messaging, email, MP3 or because you may want to “bookmark”
the Web. www.reddit.com
online conversation with a strategy, and voice or fewer) or micromedia (photos or audio clips) and some of these other sites using del.
that stands out from your competitors. Our  Computer not needed to send an update, can
publish them, either to be viewed by anyone or by a icio.us. www.diigo.com
training and custom consulting services ad-
dress these key business priorities: restricted group. These messages can be submitted by use a mobile phone
1. Understanding social media’s growing im-
a variety of means, including text messaging, instant RSS Feed Aggregators
portance in the changing media landscape; messaging, email, MP3 or the Web. Micro-blogs provide Sign up for Bloglines, a free Web-based
2. Tools and tactics for tracking online conver- short commentary on a person-to-person level or to http://www.bloglines.
RSS reader that will allow you to follow
sations; share news about a company's products and services. com
numerous blogs and news sites. Add
3. Turning online feedback into actionable in-
formation; Photo Sharing (Flickr)  Free or low-cost the feed from www.danavan.net to get
4. Overcoming internal obstacles to social me- Photo sharing is the publishing or transfer of a user's  Easy to use and share photos started, then look for the RSS button on
dia initiatives; digital photos online, thus enabling the user to share  Great tagging and organizing system your favorite news sites to subscribe to Google.com/reader
5. Selecting tools and metrics to match busi- more feeds.
ness objectives; and them with others (whether publicly or privately). This  Can be incorporated into personal blogs and
functionality is provided through both Web sites and Web sites
6. Building and sustaining effective online
communities. applications that facilitate the upload and display of  Easy to buy prints and other photo specialty Subscribe to Blogs of Interest
images. The term can also be loosely applied to the use items Reading blogs through RSS readers is
Services begin with the strategic education google.com/blogsearch
phase and proceed through strategy and of online photo galleries that are setup and managed  Good backup for paper and digital photos how blogs were meant to be read. Use
implementation. by individual users, including photo blogs. Google Blogsearch and other resources
to find blogs you like using keywords www.blogpulse.com
Contact us: Podcasts  Communicate with large numbers of people
www.marketingsavant.com
from your hobbies, company or indus-
A podcast is a series of audio or video digital-media files via the Internet try. Subscribe using your new Bloglines www.technorati.com
www.marketingsavant.com/newsletter
888-989-7771 which is distributed over the Internet by syndicated  Incorporates video, audio, music and effects RSS reader account.
dana@marketingsavant.com download, through Web feeds, to portable media  Syndicated via RSS feed or archived on the
Connect with us: players and personal computers. Though the same Web Wikipedia
LinkedIn: http://www.linkedin.com/in/ content may also be made available by direct download  Listeners can download podcasts to their mo- Do you know what’s been written about
danavandenheuvel or streaming, a podcast is distinguished from other bile players or listen to at their computers your brand (or your competitors) on
Twitter: www.twitter.com/danavan digital-media formats by its ability to be syndicated,  Production is fairly inexpensive with the right Wikipedia? If you’re not in Wikipedia, www.wikipedia.org
Blog: www.marketingsavant.com
subscribed to, and downloaded automatically when equipment write a mock version of your own
Friendfeed: http://friendfeed.com/danavan
new content is added. Wikipedia entry.

8. d
Social Media Basics by Sway Inc.
Companies are jumping into social media marketing
every day, but not all of them are doing it right.
When considering a social media strategy, keep in
mind the following: Banner Ads
Pay-per-click
SEO User Generated Media
Find. Where is your target audience spending time Email Marketing Blogs
online? Examine the types of conversations they are Affiliate Programs Podcasts
having the what content is resonating with them. Mobile Phone
RSS
Online Video
Widgets
Learn. Spend time exploring different components “Web 1.0 is about
of social media to see what’s right for your brand.
commerce, Web 2.0 is
about people.”
Do. Develop a plan, goals and objectives then -- Ross Mayfield
execute with the right social media platform.
Social media is a phenomenon.
And it takes a phenomenal
approach to wrangle it.
2009 Sway, Inc | Do Not Duplicate

9. Well, what did you think?
Please take the post-event online survey.
www.whatthetweet.org/howwasit