Introduction to Social Media Marketing

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Introduction to Social Media
The National Council
San Antonio
April 6-8

Amy Marshall & Bill Balderaz
Webbed Marketing
www.webbedmarketing.com
Twitter:
@amymarshall
@bbalderaz

Sound Familiar? title style
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• “We can't open this up to our employees, it will
pull them away from work.quot;
• quot;What about legal implications? The FDIC
regulates all our communications. An employee
can distribute un-reviewed content to the world
and we could liable.quot;
• quot;We lose control of our brand.quot;


• Quick, that's a corporate executive talking about
what?
– Blogging?
– Twitter?
– Facebook?
– LinkedIn?


Wrong.

A Tripto edit Master title style
Click Through Time

• The year is 1997 and that's a conversation about
email.

Otherto edit Master title style
Click Parallels

• We won’t have time to check email because we spent a
lot of time faxing, reading & writing memos and on the
phone. Email reduced our dependencies on these
communication channels.
• Today with the flood of email we all receive, no one has
time to Tweet. Done right, Twitter and other social
networks reduce the amount of email you send, just as
email reduced the number of memos we all typed.

Click Parallels

• Email is purely a social application and a way to
distribute get-rich-quick-scams and pornography.
• The same thing is said about social media every day.
We've all become pretty good at sifting through the
garbage and using email as a key part of our work
environment.

Click Parallels

• Email is a fad and a disruptive element that new college
grads want.
• Just like email, Twitter, LinkedIn Groups, Facebook and
other social networks have fundamental benefits over
other forms of communication.

Agenda edit Master title style
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• What is a Social Network?
• Why Social Networks Matter
• Trends in Social Networking
– Facebook
– Twitter
– YouTube
– Second Life
• Your (yes, your) social media presence
• How To Measure
• Case Study

Click to edit Master title style You?
Is Social Media Marketing for

• Are you goal-oriented?
• Can you fast track legal, marketing and branding
concerns?
• Is it okay if EVERYONE hears about this
program?
• Can you stand behind your product and program
in the face of criticism?
• Can you be edgy?

What to a Social Network?
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• An online meeting place for consumers and
influencers
• to create,
• share and
• interact with
• content.


• CitySearch
• YouTube
• Wikihow
• Facebook
• Wikipedia
• MySpace
• Craigs List
• LinkedIn
• Newsvine
• Amazon
• Yahoo! Answers
• Technorati
• Digg
• Flickr


• CGM – Consumer Generated Media
• SMM – Social Media Marketing
• WOM – Word of Mouth
• Viral Marketing
• Buzz Marketing

Why Social Networks Matter

• 47% of all respondents said they would go to a social
networking site to download coupons or search for gift
ideas if those services were available;

• 45% said they would visit a social networking site to find
out about upcoming sales in stores or discounts on
products;

• 22% said they would read or write a product review on a
blog.

--BrandWeek

Click to edit Master title style Networks Matter
Another Reason Why Social

CGM -
Consumer
Generated
Media

Trends in Social Media style
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• Social Networks
• Microblogging
• Web 3.0
• Video

Mental and Behavioral Health Social Networks

More than 1,200 active members

Mental and Behavioral Health Social Networks

You’re Creating Content style

Google Trends – Tracking Search Patterns

Planning a Social Media Campaign

Clear to edit Master title style
Click Goals

• Can’t measure “more buzz”
• Define measurable metrics – 16 media placements, 40 relevant
links, increase sales 12%
• Take baseline metrics before campaign starts
– SEO metrics, Social Media metrics
• Break metrics down into quantifiable goals
– Mentions in blogs, social networks, links to the site…
• You can quantify metrics

Determine the Hooktitle style

• Set goals before determining the “hook”
• Questionnaire to determine need – What gets
the participants excited
• Examples: Free sample, white paper, video,
online calculator/application, stunt

Determine Distribution Plan

• Earn your way into distribution
• Don’t think of it as “Free” marketing
• Look for specialized networks or “celebrity”
bloggers that don’t often get pitched
• Rate the value of each participant and determine
the pitch

Determine Distribution Plan

• Think in terms of most efficient coverage
• Examples: Pitch a blogger, obtain a following on
MySpace/Facebook, use tagging sites, Tweet to your
target, make new connections on LinkedIn build a
presence on targeted social networks
• Great Content + Great Distribution=Great Word of
Mouth

Facebook

• Microsoft paid $240 million for a 1.6% stake in
Facebook
• Facebook is the 5th most popular site on the Internet
• 110 million active users
• No. 1 photo sharing application on the Web
• More than 30 million photos uploaded daily
• More than 6 million active user groups on the site

Most Popular Facebook Pages

1. Barack Obama – 5.9 million supporters
3. Nutella – 3.0 million fans
5. Dr. House – 2.7 million fans
15. Twilight – 2.1 million fans

How can I use Facebook?

• To listen! Your competitors, vendors, customers
and prospects are talking about you, right now.
• To build a presence
• To enhance search engine ranking
• To communicate (but not to sell!)
• Start connecting with friends, classmates,
neighbors, clients, relatives…

Facebook Search title style

Facebook Profile Search

“Behavioral Health” on Facebook

A Facebook Master title style
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A Facebook Master title style
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What is the difference between groups & fan
pages?

Facebook Pages vs title style
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Twitter edit Master title style
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• What are you doing right now?
• Web, IM, Phone
• Real time interaction in one sentence
– 140 characters to be exact!
– Twitter “handle” can only be 15 characters

Click to

• Four million members
• Traffic increased 800% in one year!
• Twitter accounts have monetary value
• Who uses Twitter:
– State Department
– Barack Obama
– NASA
– Reporter, buyers, analysts, media…..

Click to

How can I use Twitter? style

• To listen! Consumers and the media are talking
about you in real time, openly and honestly
• Build brand perception
• To learn about the competition
• To communicate (but not to sell)
• Build your profile and start connecting
• Build personal relationships!

Advanced Search intitle style
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YouTube Master title style
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• 44% of online video market
• 5 billion page views per month
• 75% of Internet users watch video online
• The average viewer watches 80 videos per month
• 92 million viewers per month
• $175,000 per day for a homepage ad
• Nearly perfect representation of Internet users

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Tens of thousands
of views!

YouTube for MasterTopicstyle
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• Philologist (the study of linguistics and
etymology)
– 185,700 subscribers
– 28th most popular channel on YouTube
– 10 million views
• Delta Safety Video
– Coverage on NPR, CNN and WSJ
– 1.2 million views
– 1,900 ratings

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Thousands of videos about “mental
and behavioral health”

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Nearly 30,000 views!

How you canMaster title style
Click to edit use YouTube

• Buy a Flip camera
• Or use PPT to create online demos
• Set up a YouTube Channel
• Start connecting with partners, prospects,
clients, coworkers and friends
• Cost per impression is next to nothing!!

Second edit Master title style
Click to Life

Click to Life

• Participants socialize, spend money and
sue each other
• With over 15 million registered users, on
an average, $1 million is spent each day
buying food, clothes, shelter and other
virtual products
• 1 million “active” members

Second Life Master title style
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• The Second Life realtor who made more than
$1 million real dollars selling real estate
• The Second Life shoe store owner whose real
job is selling virtual shoes
• Dell & Sun hold press conferences on
Second Life

Click to Life

• Coke sells Coke in Second Life
• HR Block does taxes
• The National Council offer mental health
awareness
• CNN has a SL news bureau
• A real court case over a virtual crime

Click to Life

• The FBI gambling investigation
• IBM’s company meetings
• The Jesuit Order is encouraging priests and
followers to join Second Life
• And thousands of small businesses are active!

How can I use Second Life

• It is okay to market here
• Build your business, market your business
• Become a media darling

Word of Mouth / Social Media
Case Study

Shizuka Spa – aka “The Bird Poop Facial”

Shizuka edit Master title style
Click to New York

• Located in Midtown Manhattan
• Cosmetology & skin care with “Eastern Holistic
Knowledge”
• Featured in international media including Marie
Claire, Shape, Vogue, and Harpers Bazaar

Shizuka edit Master title style
Click to New York

• Following Word of Mouth program:
– Mention on Jay Leno
– Mention on CNN
– Home page of CNN.com
– E! “The Soup”
– The Hollywood Reporter

With a Compelling Hookstyle

• Highlighting “Bird Poop Facials”

The Right Channelstitle style

• SEO Press Release
• Blogger Outreach
• Video
• Social Networks

And Goals Master title style
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• Branding and awareness
• Increased site traffic
• New clients

SEO Press Releasetitle style


1,250 Pickups


221,000 Results

SEO Press Release title style

Google News results were at two at the beginning of May and are now at 433

Blogger edit Master title style
Click to Outreach

• Identify bloggers in key categories:
– Already talking
– Skin Care
– Pop Culture
– News of the Weird

Click to Outreach

• Read the blog!
• Clearly identify who you are
• Tailor your message
• Provide only relevant content
• Ask yourself again before you hit “send”

Click to Outreach

1,513 Posts

Click to Outreach

Videoto edit Master title style
Click

• Spoof interview produced
• Uploaded to YouTube
• Embedded in press release
• Sent to bloggers

Video

The YouTube Geisha Facial video – 16,000+ views
•

Socialto edit Master title style
Click Networks

• Use social networks to connect with influencers,
reporters and consumers:
– StumbleUpon
– Mixx
– Digg
– MySpace

Social Networks

• 46% of site traffic in May and June came from Social
Networks, including StumbleUpon, Mixx, YouTube and
Digg

Click toResults
Other edit Master title style

• Site traffic
• Inbound links
• Web results

Site Traffic

• From March to June traffic increased more than 60%
• Traffic increased from all sources
• Inbound links increased from 529 to 1,326

Web Results Master title style
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Ice Rocket web results were at 3,960 at the beginning of May and are now up to
20,700

The “Weedit Master title style
Click to Know It Works”

Measurement Summary style

• Start with a strategic goal
– more sales, leads, or media awareness
• Break those into measurable “micro-goals”
– inbound links, website traffic, blogger mentions
• Create a baseline scorecard
• Correlate progress against the strategic against
progress on “micro-goals”

Get Social Today title style

• Attendance and enthusiasm are half the game
– Don’t play in the space if you aren’t going to participate!
• Dedicate time to making this work
• Bring wine
• Seek first to understand, then to be understood
• The conversation is going on right now, the only
decision is if you will be involved

For More Information style

• www.webbedmarketing.com
• @amymarshall or @bbalderaz
• amarshall@webbedmarketing.com or
bbalderaz@webbedmarketing.com

Introduction to Social Media Marketing

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