This document provides an overview of using social media for marketing purposes. It discusses the growth of social networks like Twitter and the increasing budgets companies are allocating to social media. It also covers key concepts like the 1-9-90 rule for contributor levels on social sites. The document recommends that marketers broaden their messaging across social networks and explores how to leverage major sites like Facebook, Twitter, LinkedIn and YouTube to build brands and acquire customers through the social media marketing process.

1. ZERO TO SOCIAL
Dean Whitney

2. Where are you?
1. Doing Nothing
2. Dabbling
3. Working it

5. Agenda
25%
50% 1.5 Hours
25%
Workshop Q&A Discussion

6. Site Profile

7. Word of Mouth
03/09/10
@dmsccott 7

9. Consumer Behavior
2009
4 Billion Tweets
2010
40 Billion Tweets

10. Budgets Spiraling to Social
2010: 20%
“The CMO Survey” from Duke University’s Fuqua School of Business and the American Marketing Association (AMA).

11. 11

12. 12

13. Marketers need to
broaden their
messaging

14. Customer Acquisition
McKinsey Quarterly report - The consumer decision journey

15. Customer Journey
McKinsey Quarterly report - The consumer decision journey

16. Product Diffusion

17. Influencers

18. 1-9-90 Rule
1% Heavy Contributors
9% Intermittent Contributors
90% Lurkers
Jakob Nielsen's Alertbox, Oct. 2006 90-9-1 Rule for Social Design

20. http://en.wikipedia.org/wiki/List_of_social_networking_websites

21. Twitter, Facebook, LinkedIn and blogs - top
four social media tools used by marketers
Source: April 2010 study, Social Media Marketing Industry Report by Michael Stelzner of 1900 marketing professionals

22. THE CMO’S GUIDE TO:
THE SOCIAL LANDSCAPE 2010 IS THE YEAR CMOS WILL HEAVILY INVEST IN SOCIAL MEDIA. HERE’S A GUIDE TO
HELP YOU UNDERSTAND HOW BEST TO LEVERAGE MAJOR SOCIAL MEDIA SITES.
GOOD! OK. BAD!
CUSTOMER BRAND TRAFFIC TO
WEBSITE COMMUNICATION EXPOSURE YOUR SITE SEO
Use keyword search monitor- O ers unique opportunities Potential can be large, but Value to your site's SEO is
ing through a program such for Web site integration and promotion is an art form -- limited, but tweets will rank
promote your brand too heav- high in search results -- good
A microblogging site as Hootsuite, TwitJump or to engage with customers
for ranking your profile name
that enables users Radian 6 to track what people in a viral way, helping your ily and turn o followers, yet and breaking news, though
to send ‘tweets’, or are saying about you and your company stand out from the don't promote enough and shortened URLs are of little
messages of 140 receive little attention.
characters or less
competitors. masses. benefit.
Facebook brand pages are great Traffic is decent and on the
Great for engaging people for brand exposure. Jump-start rise thanks to share buttons Little to no value, aside from
who like your brand, want your brand exposure through and counters, but don't blogs picking up and featuring
A social networking to share their opinions, and the ad platform, or hire a Face- expect massive numbers of your posted links. Not worth
site where users participate in giveaways and book consultant to help you unique visitors to go to your the time expenditure.
can add friend, send contests.
messsages and build grow your brand presence. site.
their own profile
Unnecessary to spend too Participation in industry-related Even if you get tens of Heavily indexed in search
much time on this, though groups might get your photos, thousands of visits to a photo
An image and video engines, passing links and page
properly tagged photosets and thus your brand, viewed by hyperlinked with your URL,
hosting website ranks. Also helps images rank
of company events can help people with similar interests, click-through rates are among
where community higher in Google Images and in
members can share customers put a face on the but numbers will be small. the lowest around. building inbound links.
and comment on team behind your brand.
media
E ective for personal branding
Not the primary focus, but cus- Very high page rank -- almost
and demonstrating your organi- Unlikely to drive any significant
tomer engagement opportuni- guaranteed on the first page
zation's professional prowess. traffic to your site, though you
ties are possible by answering of search results -- especially
A social networking Encouraging employees to never know who those few
site for business industry-related questions, for your company name or
maintain complete profiles to visits might be from -- perhaps individual employees' names,
professionals establishing yourself as an
strengthen your team's reputa- a potential client or customer. but that's about it.
expert in the field.
tion is advisable.
Whether you seek to entertain,
inform, or both, video is a One of the most powerful brand- Traffic goes to the videos. If Very good for building links
ing tools on the Web when you the goal is to get traffic back to
powerful channel for quickly back to your site because videos
build your channel, promote via your site, then add a hyperlink
A video sharing engaging your customers, rank high. Also a tried-and-true
high-traffic sites, and brand your in the video description, but
website where users responding to complaints, and don't expect traffic to correlate way for your brand to gain
can share and upload demonstrating your social- videos. exposure.
new videos closely with video views.
media savvy.

23. Customer Acquisition

24. Social Media 101
Workshop

25. 3 Pillars of Marketing
Content SEO Social Networks

26. Building Blocks
• Keywords/Phrases
• Website/blog
• Conversion tools
• Content Strategy
• Operations plan
• Content

27. Keywords

32. Measurement

33. Editorial Calendar
• Blogs
• Newsletters
• Tweets
• Facebook, LinkedIn, Etc.

34. Social Media Operations
Promotion
✓ ✓ ✓ ✓ ✓ ✓
Networking
✓ ✓ ✓ ✓ ✓

35. Resources/Time
Julie - 4hrs
Ricardo - 8hrs
Dan - 1hr
Total = 13 hours

36. Social Media Operations
Sun Mon Tues Wed Thurs Fri Sat
.25 .25 .25 .25 1
Dan
Julie
1 1 1 1 4
Ricardo
2 1 2 1 2 8

37. Prioritizing Content

38. Editorial Calendar

39. Hootsuite

40. Content Generation
Optimizing content for social media

41. Got an idea?

42. Start here
create a set of slides

43. Share it!

44. Share it!
some more...

45. Make a YouTube video

46. Share it...
Be sure to use good keywords!

47. Make a Presentation
To people at work, family, industry
event, local rotary club

48. Take pictures
video as well if you dare...

49. Share pictures
on Flickr

50. Share pictures
more...

51. Blog with pictures
Embedded Flickr Slideshow

52. Share it!
Embedded Flickr Slideshow

53. Blog about your idea

54. Share your blog

55. Site Profile

56. Dean Whitney
• Twitter: @deanwhit
• Web: www.deanwhitney.com
• Email: dwhitney@deanwhitney.com