Post on 20-May-2015
description
© 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
Social Media for Marketing
Mark Schmukler, Managing Partner
Sagefrog Marketing Group, LLC
May 2009
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How can I use
Social Media for
Marketing?
I
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YourWebsite
The 7 categories of Social MediaSagefrog’s Social Media Marketing Strategic Framework™
RSS Feeds & Aggregators 7 2 Multimedia Sharing
1 Social Network Sites
3 Blogs & Mini-blogs
4 Wiki CollaborationCommunities & Reviews 5
Tagging & Bookmarking 6
© 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
CATEGORY 1
Social Networking Sites
Description: Virtual business and career networking
Leaders:
• Facebook (#4)
• Linked-In (#101)
Marketing Applications:
• Check out advertising opportunities
• Create company pages
• Use LinkedIn features Polls, Status, Group, Discussions, News, Jobs, Events, Q&A
4
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CASE STUDY
Target on Facebook • Great branding
• 5% of income ($3M)
to charities
• Fans vote
• Can post to their Wall(friends)
• Smart marketing
5
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EXAMPLE
LinkedIn Polls
6
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CATEGORY 2
Multimedia Sharing
Description: Sites that host multimedia content
Leaders:
• YouTube (#3)
• Flickr (#33)
• SlideShare (#636)
Marketing Applications:
• Upload videos, photos and presentations
• Share via email, links and your website
• YouTube Channel7
© 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
CASE STUDY
BlendTec on YouTube
http://www.youtube.com/watch?v=qg1ckCkm8YI
• Small budget
• Viral effect
• 10’s of millions of views
• 500% sales increase
8
© 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
CATEGORY 3
Blogs and Mini-blogs
Description: Published thoughts, links and multimedia
Leaders:
• Blogger (#8)
• Wordpress (#19)
• Twitter (#38)
Marketing Applications:
• Monitor - Search Google Alerts, Technorati and Twitter
• Comment and Publish - on multiple blogs
9
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CASE STUDY
American Express Blog
• 200K visits per month
• Guy K. doubles traffic
• 100,000+ followers
• No advertising
Traffic sources:
• 11.7% Twitter
• 9.1% Google
• 4.5% Guy’s Blog
10
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CASE STUDY
Starbucks on Twitter
11
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CATEGORY 4
Wiki Collaboration
Description: Multiple contributors of shared content
Leaders:
• Wikipedia (#7)
Marketing Applications:
• Search, monitor, contribute and create
12
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CASE STUDY
Nike on Wikipedia
13
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CATEGORY 5
Communities and Reviews
Description: Discussion groups to share informationand opinions on common interests
Leaders:
• Eastern Technology Council
• Amazon (#34)
• Tripadvisor.com (#411)
Marketing Applications:
• Monitor and analyze
• Consider creating niche communities
14
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EXAMPLE
Eastern Technology Council
• Members
• Profiles
• Connections
• Videos
• Events
• Groups
• Forums
15
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EXAMPLE
TripAdvisor.com
16
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CATEGORY 6
Tagging and Bookmarking
Description: Ability to tag articles and websites
Leaders:
• Digg (#179)
• Stumbleupon (#458)
• Delicious
Marketing Applications:
• Add links to your websites
• Create profiles, tag websites and articles
17
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EXAMPLE
Bookmarks
18
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CATEGORY 7
RSS Feeds and Aggregators
Description: Organize for efficient consumption
Leaders:
• RSS readers, widgets (iGoogle)
• Social Media aggregators (FriendFeed)
• Twitter aggregators (Tweetdeck)
Marketing Applications:
• Subscribe, merge and organize
19
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EXAMPLE
iGoogle
20
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EXAMPLE
Friendfeed
21
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EXAMPLE
Tweetdeck
22
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Integrate Social Media Marketing
ObjectivesAwareness, traffic, leads, conversions, revenue, units, price, share, ROI
StrategyPositioning, messaging, and brand identity
ProgramsPublic relations, awareness marketing, direct marketing, online marketing (cross-linking)
MeasurementTrack performance relative to your objectives above.
© 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
Sagefrog Marketing Group, LLC(215) 230-9024 . info@sagefrog.com . www.sagefrog.com
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