SOCIAL MARKETING 101Everything you think you should already know.

Presented by two people who work at:

DIGITAL STRATEGIST @ WEBER SHANDWICKCounsels clients on social marketing strategies.

Music blogger, citizen journalist, egoist.

FOR MORE INFO, GOOGLE HIM.

GREG SWAN

FOUNDER @ LAVA ROWAd agency hack for seven years, fired self in 2007.

6’2”

LIKES: RYE WHISKEY, RC COLA, CRYPTOZOOLOGY.

NATHAN T. WRIGHT

SHOUT OUT YOURGUT REACTIONS TO

SOCIAL MEDIA

SO⋅CIAL ME⋅D⋅IADEFINITION:

people having conversations online

it’s an EVOLUTION of how we communicate

(photo via misserion / flickr.com)

the first form of social media

The last 210 years of information (+10 years)

(A.K.A. 220 years of marketers trying to connect businesses with publics)

Source: http://www.baekdal.com/articles/Management/market-of-information/

who usesSOCIAL MEDIA?

AKA: Why should you care?

3 out of 4 Americans use social technology.- FORRESTER, THE GROWTH OF SOCIAL TECHNOLOGY ADOPTION, 2008

93% of social media users believe a companyshould have a presence in social media.

- CONE, BUSINESS IN SOCIAL MEDIA, SEPTEMBER 2008

photo via victoriapeckhamflickr.com

Social networking is the 4TH most popularform of online activity, ahead of personal email.

- NIELSEN, GLOBAL FACES AND NETWORKED PLACES, 2009

Concepts You Should Know

How businesses areusing social media:

Business intelligence / researchReputation management

Customer supportCrisis communications

Expanding digital footprintLead generation

User-generated content

Things to consider before getting started:

Have a plan.Do your research.

Develop process and policy.Build a team.

start with listening

(photo via DerrickT / flickr.com)

Use free tools like Google Alerts & Google Readerto track mentions of your name, your company’s name,

competitors, relevant topics for “as-it-happens” notifications.

Paid services: Radian6, ScoutLabs, FiltrBox, Techrigy, Microsoft’s Looking Glass

Google is your friend

1.26 billion search engine queries every day, globally.- Piper Jaffray & Co.

Google has 72% of all U.S. searches.- Hitwise, October 2008

“Your reputation is shaped by ten blue links on a white background.”- Andy Beal

Be honest.

Be responsive.

Be respectful.

Be human.

Be enthusiastic.

Don’t market. Listen and converse.

Be transparent (No astroturfing).

Ready to join the conversation?

Choose a path that works for you.

Start tweeting, blogging, livestreaming w/

purpose.

Provide blog-friendly info (Top 10 lists, etc.)

Share the love: Make it about others, not just

you.

Link to MSM, other blogs, add your two cents.

Get started publishingyour own content:

“MICROBLOGGING”(Blogging in 140 characters or less.)

Twitter is accessed via web, IM,

mobile devices and third-party

apps.

What is it?

24/7/365 cocktail party

“Ambient intimacy” -Leisa Reichelt

“Follow” (subscribe to) interesting

people

What’s the appeal?

WHO CARES IF I’M EATINGA SANDWICH?!

(photo via randysonofrobert / flickr.com)

Largest age population: 35-49 year olds

(42%)- Nielsen Online, March 2009

Fastest-growing segment: 12-24 year olds- comScore, September 2009

Most popular among working adults- Nielsen Online, March 2009

Who is using it?

Business executives

Business executives

Celebrities

Brands

Leaders of terrorist organizations

BTW: do we really want teenson Twitter?

(Updates from an anonymous Chaska teenager.)

Keyword monitoring (search.twitter.com)

Subscribe to key influencer & advocate feeds.

Tweet about areas of your business.

Encourage employees to tweet.

Use Twitter for media outreach.

Use it for live focus groups & research.

Starter moves for Twitter:

…but don’t do this!

Comcast has a team devoted tocustomer support on Twitter

BE READY TO RESPOND: Twitter has broken the news cycle down to seconds

@usairwaysgirl

National Pork Board uses #H1N1 hashtagto influence public discourse

300 million+ users and growing.

5 billion minutes spent on Facebook each

day.

Women over 55 are the fastest-growing

demo.

Your mom will join this year.

www.myparentsjoinedfacebook.com

Facebook stats:

Foster an organic community around your

company/brand using Facebook Pages.(NOT Groups or Profiles!)

Experiment with micro-targeted ads.

Excellent for cause- and advocacy-related

marketing.

Extend Facebook functionality to your site.

Starter moves for Facebook:

More reasons to use Facebook Pages

“Get more fans with SMS” feature

Try it! Text “fan lavarow” to 32665 (FBOOK)

Text “fan perfectporridge” to 32665 (FBOOK)

INSIGHTS

Use it as your living, breathing resume.

Fill out your profile to become more findable.

Take advantage of recommendations.

Research employees, competition, prospects.

Position yourself as an expert (LinkedIn

Answers).

Utilize your social graph for introductions.

Starter moves for LinkedIn:

Video Networks

Use simple, cheap video recording and sharing tools to educate your customers

Motrin angers moms with ad campaign,took almost 3 days to respond

Domino’s USA uses YouTube to respondto negative food safety incident

Company Blogs

“The FTC Guides that are to be released very soon are

certainly going to require disclosure by bloggers or

representatives of the advertisers of material

information.”

- Tony DiResta

Blogger outreach: Know the rules

Branded Social Networks

User-GeneratedMarketing

Best practices foruser-generated marketing

Know your audience. What motivates them?

Know your brand. Will this add value?

Be transparent with the fine print.

Incentivize. (Prizes, fame, etc.)

Evaluate, adjust, rinse, repeat.

Wikipedia

Grows by 30 million words per month.

20 million homepage views per day.

Critical to SEO.(usually in top 3 results of Google searches)

1% of all Wikipedia users are editors of

content.

Number of articles exceeds 13 million.

Wikipedia stats:

Don’t edit articles about you or your

company. (and don’t hire someone to do it!)

Factual errors? Join the discussion and cite

third-party links verifying information.

Monitor and subscribe to relevant entries.

Be thick-skinned.

Wikipediabest practices:

What’s next?

SmartPhones are everywhere.Apple’s exclusivity contract with AT&T ends in 2010.

Participation among social networks is no longerrestricted to the laptop or desktop.

Next arrived yesterday.

Social technology will beall around us!

Wearable: In cars and planes:

Social commenting will be attached to everything and “unlockable” via browser…

“The impacts are far reaching, now every web page on the Internet is social and can have consumer opinion – both

positive and negative.”- Jeremiah Owyang

“The impacts are far reaching, now every web page on the Internet is social and can have consumer opinion – both

positive and negative.”- Jeremiah Owyang

…or mobile device

(photo via moriza / flickr.com)

…spawning location-based social networks

See you at happy hour!!

YEAH!

GREG SWANWeber Shandwickgswan@webershandwick.comtwitter: @perfectporridge

NATHAN T. WRIGHTLava Rownathan@lavarow.comtwitter: @nathanTwright