Darrell W. Gunter shares his thoughts and ideas about how you can use social media to grow your business.

1. Social Media and Networking
in PSP Publishing
Using social media to grow your business
Presented By: Darrell W. Gunter
Date: October 14, 2010

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Our discussion today
 What if………
 Have you heard of ………..
 What is………
 Case Studies - Passenger.com, Nature Networks
 Key steps to get started
 Remember……..

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What if you ran a business like this!
 Imagine you owned a clothing store and …….
 You ran an ad but
 Your store did not open on time
 Your store closed early
 Customers complained but you did not listen
 Your pricing was not consistent
 You did not know the names of your frequent customers
 You ignored an important segment of your business
 Well this is social media gone wrong!

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Have you heard of Web Governance?
Source: Lisa Welchman http://bit.ly/936imy

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What is social media?
Communication
Brand Collaboration
Monitoring
Social
Media
Entertainment Multimedia
Reviews &
Opinions
Source: Wikipedia

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What is Social Media?
Communication
 Blogs: Blogger, ExpressionEngine, LiveJournal, Open Diary,
TypePad, Vox, WordPress, Xanga
 Microblogging: FMyLife, Foursquare, Jaiku, Plurk, Posterous,
Tumblr, Twitter, Qaiku, Yammer, Google Buzz
 Location-based social networks: Foursquare, Gowalla,
Facebook places, The Hotlist
 Social networking: Cyworld, Facebook, Hi5, LinkedIn,
MySpace, Orkut, Tagged, XING
 Events: Eventful, The Hotlist, Meetup.com, Upcoming
 Information Aggregators: Netvibes, Twine (website)
 Online Advocacy and Fundraising: Causes, Kickstarter
Source: wikipedia

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What is Social Media?
Collaboration/authority building
 Wikis: PBworks, Wetpaint, Wikia, Wikimedia
 Social bookmarking (or social tagging):[16] CiteULike,
Delicious, Diigo, Google Reader, StumbleUpon, folkd
 Social news: Digg, Mixx, NowPublic, Reddit, Newsvine,
MyWeboo
 Social navigation: Trapster, Waze [17]
 Content Management Systems: Wordpress
 Document Managing and Editing Tools: Google Docs,
Syncplicity, Docs.com, Dropbox
Source: wikipedia

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What is Social Media?
Multimedia
 Photography and art sharing: deviantArt, Flickr, Photobucket,
Picasa, SmugMug, Zooomr, BetweenCreation
 Video sharing: sevenload, Viddler, Vimeo, YouTube,
Dailymotion, Metacafe, Nico Nico Douga, Openfilm, TubeMogul
 Livecasting: Justin.tv, Livestream, OpenCU, Skype, Stickam,
Ustream
 Music and audio sharing: ccMixter, Last.fm, MySpace Music,
ReverbNation.com, ShareTheMusic, The Hype Machine
 Presentation sharing: scribd, SlideShare
Source: wikipedia

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What is Social Media?
Reviews and opinions
 Product reviews: epinions.com, MouthShut.com
 Business reviews: Customer Lobby, Yelp, Inc.
 Community Q&A: Askville, EHow, Stack Exchange,
WikiAnswers, Yahoo! Answers
Source: wikipedia

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What is Social Media?
Entertainment
 Media and entertainment platforms: Cisco Eos
 Virtual worlds: Active Worlds, Forterra Systems, Second Life,
The Sims Online
 Game sharing: Kongregate, Miniclip
Source: wikipedia

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What is Social Media?
Brand monitoring
 Social media measurement: Attensity, Statsit, Sysomos,
Vocus, Passenger.com
Source: wikipedia

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Social Media & Marketing
 Its about reach
 Reach more people vs. reach the right people.
 Finding more customers vs. having customers need to find you.
 Its about engagement
 Engage in a real conversation
 Listen to them
 Answer their questions
 Offer them superior customer service
Source: Michiel Gaasterland, http://bit.ly/9sTC0O

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Social Media & Marketing
 Social Media Marketing allows you to build real relationships
 Social Media Marketing at its core is closely related with public
relations
 Earn Trust
 Influence the way they think about you.
 Influence what they tell others about you.
Source: Michiel Gaasterland, http://bit.ly/9sTC0O

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Case Study – Passenger.com

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Case Study – Nature Network

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Case Study:
Source: socialmediaexaminer.com

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Case Study -
Source: socialmediaexaminer.com

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Case Study Elsevier
AUTHOR
TOOLS
EDITOR
TOOLS

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The Social Media / Advertising Integrated
Planning Framework
 What is the goal?
 Who is the audience?
 Where is the audience?
 How can I connect with my audience?
 How do I extend the conversation?
 How can I get my audience to introduce me to others?
Source: http://tommartin.typepad.com/

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Key Steps To Get Started
 What is your organization’s mission, strategy & objectives
 Align your strategy, team & resources
 Start with Web Governance
 Create an integrated social media marketing plan
 Establish a performance dashboard
 Review, refine and redirect your efforts
 Remember Social Media is another tool and the old rules of
creating a proper marketing mix of activities is still essential!

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THANK YOU
DARRELL W. GUNTER
D.GUNTER@ELSEVIER.COM
+1.973.454.3475