Social Media Marketing
Not Your Grandmotherʼs Marketing#
How Social Media Marketing
Differs from Traditional Marketing" Anna Sandgren"
Herringbone
August 2012"
linkedin.com/in/annasandgren"

[soh-shuhl mee-dee-uh]"
social media noun pl but singular or pl in constr "
"
Definition of SOCIAL MEDIA#
: forms of electronic communication (as Web sites for social
networking and microblogging) through which users create
online communities to share information, ideas, personal
messages, and other content (as videos) "
"
First Known Use of SOCIAL MEDIA#
2004"
*www.merriam-­‐webster.com
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So, whatʼs the difference?#
Social media marketing Traditional marketing is
is designed to reach an designed to reach an
audience ONLINE." audience OFFLINE."
" "
Some examples are:" Some examples are:"
• Blogs" • Newspaper ads"
• Facebook" • Brochures"
• Twitter" • Trade show booths"
• LinkedIn" • TV, radio"
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Is social media for you?#
Most definitely, if you:"
• Want to create an online community for your
brand and products rather than a hard sell."
• Donʼt have a lot of time on your hand."
• Have a tight budget. "
• Want to create buzz and awareness for your
brand and/or products."
• Want to get the attention of customers around
the clock."
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Is social media for free?#
Rumors has it that it is, but itʼs not.
Many social media services and tools are free,
such as Facebook, but you need someone to
spend their time and effort. "
"
And as we all know.. Time is money! "
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Although social media isnʼt for free, compared to
traditional marketing, it is
relatively cheap. "
Superbowl ad 2012"
$3.5 million for a 30 second spot"
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It has been estimated that the average cost of
producing a 30-second national TV commercial is
nearly $350,000, where a large part is the cost of
airing it."
$350,000" Create your own video with your smartphone/flip
camera for barely any cost at all. Make it go viral!"
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Another example of how social media
marketing can be a cheaper alternative to
traditional marketing…"
A typical print ad in a national Facebook ad "
magazine can cost you $ is up to you and what works "
$40,000+" for your budget"
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Measuring social media results#
Measuring social media ROI can be tough,
since ROI is pure dollars and cents."
Each business or campaign should have its
own social media objectives to measure. "
E.g. it could be:"
• Followers " "" • Opt-ins " ""
• Tweets, retweets etc." • Newsletter sign-ups"
• Mentions" • Purchases"
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Virality#
Social media provides channels
for content, e.g. YouTube videos,
that have the potential to go viral
and spread across the web in a
way that traditional marketing canʼt. "
"
To inform new users about you, you can build and
highlight your social proof. "
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Hold your horses now!
Social proof… what is that?#
Itʼs the positive influence created when someone
finds out that others are doing something. Itʼs also
known as informational social influence.#
-Aileen Lee, Kleiner Perkins Caufield & Byers "
"
Friends inviting friends (friend-to-friend marketing) to
play through Facebook and other social networks helped
Zynga grow from 3 million to 41 million average daily
users in just one year, from 2008 to 2009.
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See quick results with social media#
With traditional marketing it often takes time before
you see your finished creation. "
"
E.g. from the moment you write copy for a
company or product brochure it takes a while
before your customer holds it her hand. "
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With social media you can develop content and be
seen by thousands of visitors within a few hours…
or immediately."
1,000+ people have watched Jelly Bellyʼs YouTube video
showing the winner of a cupcake design contest.
"
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Use social media to improve
customer relationships#
Customers often speak their minds about brands
and products in social media. Make sure to be
there to correct negative comments.
A Yelp review of a San Francisco restaurant: "
Response from the
restaurant:"
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And donʼt forget to reach out to customers and
fans that mention and praise you. "
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There are so many social media
channels, do I have to be on all of them?#
No, you donʼt!"
"
Relax! Find the channels that works best for you,
your business and your target audience to build
your reputation, interact with your fans, and bring
in leads."
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What if I donʼt have the time to
be on Facebook all day long?#
Donʼt worry!"
Set aside a certain amount of time each day or
each week. There are tools to help you monitor
your social media all in one spot and become more
efficient. "
"
If itʼs too overwhelming thereʼs help to get.
Consider hiring someone with expertise in social
media. "
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So now I donʼt have to do any
traditional marketing at all?#
Social media might save you time and money, but donʼt ignore
traditional marketing. In order to succeed you should find a healthy
balance of both. Even if youʼre doing business online exclusively,
traditional marketing has its benefits: "
"
• A good way to interact with the local community and regional
residents."
• Successful client and business relationship building."
• Product sampling and taste-testing."
• Participate in speaker engagements at events and conferences."
• Finding audiences that arenʼt always online. "
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Conclusion
"
Compared to traditional marketing, social media
marketing is a smart and often more affordable
way to quickly find and interact with customers and
fans of your brand and/or products online. "
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Want to know how you can make your
business successful with social media?#
Contact us today to find out how we can make your brand social."
"
www.herringbone.fm herringbone.fm
info@herringbone.fm @herringbonefm
+1 (415) 3 BONE UP
Weʼd love to hear from you!"
Herringbone
+1 (415) 326 6387 company/herringbone
+46 (8) 519 704 92 (PST)