This PPT shows you how to get started in your social media marketing efforts in as little as 90 days.

1. How to implement a Social Media
Marketing Strategy in 90 days
Bob Barker
VP Corporate Marketing and Digital Engagement
Alterian
http://twitter.com/bob_barker
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2. First of all
learn about how social
media is changing the
way the world
communicates
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3. Why is it important?
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4. Why is it important for marketing?
“When Advocates Talk, Brands Grow”™ 22squared.com

5. Consumers no longer trust advertising
and traditional corporate channels.

6. Consumers have found ways to tune us out.
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7. People are talking and listening to each
other about your brand.
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8. Perhaps it is time you started understanding
listening and participating too?
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9. 90 Day Flowchart, L-A-S-E-L
Content Content
Build Engagement
Listen Analyse Strategise Engage Listen
Personal
Form a Social Media Habit (Sales)
Engagement
Learn Build a plan & content Engage/Measure
Month 1 Month 2 Month 3
Learn more

10. 90 Day Flowchart, L-A-S-E-L
Content Content
Build Engagement
Listen Analyse Strategise Engage Listen
Personal
Form a Social Media Habit (Sales)
Engagement
Learn Build a plan & content Engage/Measure
Month 1 Month 2 Month 3
Learn more

11. There are tools to help brands listen
Social Media Monitoring Tool

12. How does it work?
Collect
Store
Social Media
Warehouse
Analyse
Engage
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13. WARNING:You are
not required to
Blog or Tweet to
use an SMM tool
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14. Instant Market
Research
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15. Marketers have never had it so good
“Never before in the
Marketing Holy grail = field of marketing
understand what your was so much
customers want known about so
many by so few”
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16. Is anyone actually
talking about us
then?
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17. Volume of conversations
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18. Drill into the actual conversations
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19. But what is the
competition up to?
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20. Compare with competitors
Do we
need to
increase
our SM
activity?
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21. Show me the money
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22. Brand
protection
mechanism
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23. Are they being
nice?
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24. Sentiment and Tone
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25. And how influential are they?

26. Show me the money
“We did not put the customer first”
Toyoda, Sunday Times 28th March
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27. Identify your
influencers
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28. Who are these
people who have
the time to talk
about us online?
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29. Demographics

30. Where do they
hang out?
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31. Auto Domains
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32. The communities that advocate your products
• Join communities that advocate your products
• Join that of your competitors
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33. Create community
“We monitor in excess of 1,500 discussion
threads a day on very specific topics where we think
we can add value to the conversation. It’s not
possible to participate in all of the threads, but there are
ways to identify which conversations are the most
influential, which ones have the greatest reach,
and those are the one in which we’re most likely to
participate. We've also created a consumer
advocate community as well as a platform that
we’ll be launching in a few weeks to support their
activities.”
Marty Collins, Senior Product Marketing Manager,
Windows Live, Microsoft

34. What are the
trends in what
people are
saying?
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35. Word and Author Tag Clouds
Use in your SEO Learn more

36. Understand the geographic spread of
conversations – find new markets

37. Show me the money
Fortune 500 consumer
products company
discovered that over 75% of
its marketing spend did not
reach its most influential
social channels
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Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

38. 90 Day Flowchart, L-A-S-E-L
Listen Analyse Strategise
Form a Social Media Habit
Learn Build a plan & content Engage/Measure
Month 1 Month 2 Month 3
Learn more

39. Raging River
If you launch into Tweeting and blogging and posting videos to
youtube without a plan you will fail. It’s that simple.
“You wouldn’t jump into a raging river without knowing how to
swim, don’t create a Twitter account without knowing how to use it.”
Lisa Barone, Outspoken Media

40. Step 1: Set business objectives
• Bring outside ideas into the organization
• Generate more word of mouth
• Increase customer loyalty
• Increase product/brand awareness
• Improve new product success ratios
• Improve public relations effectiveness
• Reduce customer acquisition costs
• Reduce customer support costs
• Reduce market research costs
• Reduce product development costs
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41. Step 2: Secure your brand’s online identity
Try and control your
identity on the Web. You
might not use all the
accounts but do your
best to secure a unified
social media username
as soon as you can.
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42. …and a few more steps
3. Who are you? Who do you want to talk to?
Get your company story straight. And work out
where you want to take that story. Understand who
your customers are and what communities are
important to them – and therefore to you.
4. Set the ground rules
Who owns your Social Media Marketing strategy?
How will it be integrated into your general marketing
plan? Who from the company will participate? How
much time will be spent on social media? How will
you deal with negative criticism?
5. Benchmark against your competitors
What are your leading competitors doing in this
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space?

43. And finally, decide what to measure
Decide what increase or decrease percentage of
change you would like depending on the business
need:
- reduce demand on the call centre by X
percent
- reduce returned products by x percent
- increase leads by X percent
- increase sales by X percent
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44. 90 Day Flowchart, L-A-S-E-L
Content
Build
Listen Analyse Strategise
Form a Social Media Habit
Learn Build a plan & content Engage/Measure
Month 1 Month 2 Month 3
Learn more

45. Content Build:
Social Media
publishing
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46. The Top 3 Tips
• Be Interesting
• Be Accessible
• Be Findable
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47. Be interesting
Effective social media marketing begins and ends
with the CONTENT. If you don’t have something
interesting to say all your other efforts will be for not.
It’s all about the CONTENT.
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48. Be accessible
In social media distribution is cheap. Deploy and test
as many new CHANNELS as you can. Doing
so enables your customer to choose the time and
place of engagement.
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49. Be findable
You can boost your accessibility by making sure
your deployed assets are findable by your
customers. Ensure your content and deployment
strategy are as SEARCH friendly as possible.
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50. Write Once Publish many
Tweet key takeaways
Repackage as presentation
Start a discussion
Add voice for video
Chop into episodic blog posts
Deploy as formal release
Repurposing content opens new points of distribution and has a
compounding effect on reach

51. Asset deployment by SM channel
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52. Twitter deployment Scedule
Suggested Tweet
Week 1 Why not sign up for the Social Media ROI series
http://bit.ly/ROI its got great insight
Week 2 Speaking at Internet world on Social Media Marketing
http://bit.ly/IW/sm90 #Alterian
Week 3 Check this out: 4 Ways To Take Your Search Marketing
http://bit.ly/seoROI #AlterianSM2
Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways
to give your content legs http://bit.ly/seoROI #AlterianSM2
Week 5 Seems Inbound linking is the most challenging. Use SM
monitoriing guide your optimization – http://bit.ly/seoROI
#AlterianSM2
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53. X
Personal Blogs

54. Moving Towards a Holistic Web Presence
1. 2. 3.
MicroBlog/Realtime Blog/Community Website/Surfers
Coffee Shop Library Store
Chat/Gossip/Tips/Links Reading/research/Education/Sharing Learning/watching/buying
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55. 90 Day Flowchart, L-A-S-E-L
Content Content
Build Engagement
Listen Analyse Strategise Engage
Form a Social Media Habit
Learn Build a plan & content Engage/Measure
Month 1 Month 2 Month 3
Learn more

56. 90 Day Flowchart, L-A-S-E-L
Content Content
Build Engagement
Listen Analyse Strategise Engage
Personal
Form a Social Media Habit (Sales)
Engagement
Learn Build a plan & content Engage/Measure
Month 1 Month 2 Month 3
Learn more

57. 90 Day Flowchart, L-A-S-E-L
Content
Build
Listen Analyse Strategise
Broadcast
Engage Listen
Only?
Personal
Form a Social Media Habit (Sales)
Engagement
Learn Build a plan & content Engage/Measure
Month 1 Month 2 Month 3
Learn more

58. Do it yourself
“Ask not what your
company can do for
you ask what you can
do for your company
(and yourself)”
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59. The magnificent 7

60. Ways to Engage
Questions Solutions
• Who are you fans? • Talk to them, love them
back
• Who wants to help? • Empower them, they will
tell others
• Who is damaging the • Take ACTION, get
brand feedback, say “I’m Sorry”
• Who is looking for • Identify them and engage
your products?
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61. Sales Engagement
1. Find those that are interested in your
products so you can join the
conversation
2. Establish a daily routine
3. Participate in the conversations – build
relationships
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62. But do they
actually want to
buy something?
Is it just talk?
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63. Identify, allocate the conversation, speak to
them and add value
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65. Show me the money
A Fortune 100 Financial services
company used social sales insight to
determine when they could be helpful
in social channels and conversations
as opposed to interrupting the
conversation. Four months later, the
social channel territory sales
comprised 10% of all sales.
Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

66. Conversations
create transactions
– people buy from
people
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67. 90 Day Flowchart, L-A-S-E-L
Content Content
Build Engagement
Listen Analyse Strategise Engage Listen
Personal
Form a Social Media Habit (Sales)
Engagement
Learn Build a plan & content Engage/Measure
Month 1 Month 2 Month 3
Learn more

68. Ongoing Process – for marketing
Listen
Building
Engage Brand Analyse
Develop
Content
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69. Ongoing Process – to empower staff
Listen
Community Join the
Transact Building conversation
Provide
Value
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70. Importance of Social Media Monitoring and interaction
in creating a perfect market
HIGH HIGH
Social Media
Conversations
Internet and Customer
Social media Engagement
influence on Search
operational
engagement excellence required
LOW LOW
UNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE
CUSTOMER ENGAGEMENT

71. It all starts with listening
Conversations
Create
transactions
Social
Media
Publishing/
marketing
Instant
Market
Research
Brand
Protection
Learn more

72. Next Steps
Use the tool Learn more
Visit the stand
E6000
Read the book
bob.barker@alterian.com
http://twitter.com/bob_barker