This is the story of how we helped a client learn basic principles of social media success and achieve success.

1. Tools of Engagement
New Media marketing
Mobile Apps
Ten guiding principals for effective
Social media marketing: A case study
By: Sherry Nouraini
Founder/President: Captive Touch

2. Tools of Engagement
New Media marketing
Mobile Apps
About Me
R& D Founder Founder/ Founder
Marketing Director
2006 2007 2009 End of 2010

3. Tools of Engagement
New Media marketing
Mobile Apps
About Captive Touch
Social media, mobile, and e-newsletter marketing, and blogging

4. Tools of Engagement
New Media marketing
Mobile Apps
Profile of a client
• High end children’s product
•Personal Facebook page
•Personal Twitter page
•Blog on blogspot.com
•Website
•Captive Touch started coaching 6/01/2010

5. Tools of Engagement
New Media marketing
Mobile Apps
Broadcasting Engagement/Value
•Advertisement for product •Changed wording to
•Little or no 3rd party links entice clicking on links
•Conversation with friends •Shared 3rd party links
•Inconsistent •Conversation with all
•Little or no Re-tweeting •Consistent
•No endorsement of others •Re-tweeting
•#FollowFriday

6. Tools of Engagement
New Media marketing
Mobile Apps
Objection
Why am I driving people to other people’s websites?
I want them to go to my site and shop!

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Principal #1
Social Media Marketing is not about you.
It is about providing value, generating trust
and
establishing yourself as an expert

8. Tools of Engagement
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Personal/Private Professional/Public
Allowed measurement
• Personal profile as
Business page • Created Fan page
• Mixed: conversation with • Posted consistently
friends, and product ads • Shared blog posts
• No means of obtaining • Posted product updates
analytics • Engaged in Conversation
•Private • Giveaways

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Principal #2
Don’t mix personal with professional on Facebook

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Value add content
Advertisement Self hosted blog
• Switched to WordPress
•Blogging on Blogger
• Setup blogging schedule
•Inconsistent
• Changed topics to value
•Mostly centered around
add subjects
product description
• Posted how-to-videos

11. Tools of Engagement
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Principal #3
• Blog value-add articles consistently and
on a self-hosted server with a unique URL

12. Tools of Engagement
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Objection
Client: Social media is not working,
my sales are not going up
Me: How do you know the little sales you
have is not coming from Twitter
or Facebook?
Client: Ah……………………….
Me: Get Google analytics

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Principal #4
Decide on a number of key metrics and
measure your success regularly

14. Tools of Engagement
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Growing the Fan Base on Facebook

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Objection
Client: Why is the number of fans not growing?
Me: You need to get out there, actively participate
in both online and offline communities.
Fan pages don’t grow by themselves.

16. Tools of Engagement
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Principal #5
Social media marketing is only one component
of your marketing plan. You have to try other
marketing channels to give people a reason to
like your page
•The whole is greater than the sum of its parts

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Objection
Client: A friend has used a Facebook app and was
able to double her number of fans, why are
we not doing that?
Me: Show me what she has done.

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Objection (continued)
Investigation: The friend used an app to exchange likes
for percentage discount? (bribe)
Me: Yes, I am familiar with those apps. Let’s see how
engaged her fans are:
Results: My client’s fans were twice as much engaged
even though she had half the # of fans
Conclusion: See principle #6

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Principal #6
Social media marketing is not a numbers game. The
focus should be on increasing engagement rather
than trying to get people to follow and like you in
meaningless ways.

20. Tools of Engagement
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Social Media Campaign: Shift the focus to providing
Ultimate value: do something amazing
Winner: An online jogging marathon in the month
of May, just in time for Mother’s day. Give-away
Prizes.

21. Tools of Engagement
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Objection
Client: A friend told me I should talk to their social media
consultant for advice. I did, and he showed me
two tools to promote the marathon. He also promoted
the marathon on their blog.
Me: Let’s see what he suggested and has done:
Application #1: An application that requires people to share
the marathon on their social network before they can sign up!
Me: This creates a barrier to entry, don’t use it

22. Tools of Engagement
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Objection (continued)
Application #2: An application that allows you to turn the
marathon into a game. It can be incorporated into the
Facebook page.
Me: Let’s see what it is
Results: The tool required the skills of a developer, and it
could not be incorporated in the Facebook page.
Conclusion: It’s too late in the game to start involving a
Developer, besides you don’t have the budget.

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Principal #7
Just because there is a cool tool out there, it does not
mean you should use it. Be strategic about the tools
you use. Your goal should be to get good at driving
business results from your activities, not to get good
at using tools.

24. Tools of Engagement
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Objection (continued)
Promotion: There was a short article, posted on a blog
Based on Posterous. The blog link was shared on the friend’s
Facebook page.
Me: Let’s see what it is
Results: The blog post had all sorts of html code on top!
Conclusion: Red flag.

25. Tools of Engagement
New Media marketing
Mobile Apps
Principal #8
Be very careful when choosing a social media consultant
to work with. If you meet one that throws at you the names
of a bunch of tools, run in the opposite direction. A real
professional should first ask about your business goals
before making any suggestions.

26. Tools of Engagement
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The Process
1- Dedicated website for the marathon
2-promoted on Twitter, Facebook
3-Partnered with followers influential with the
mom and fitness community
4- Press release (Published in local paper)
5-Dedicated weekly newsletter
6- Marathon Launch and Finish videos
7- Continuous support for the participants
by posting value add articles, quotes, etc.
8- Photo contest

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Growing the Fan Base on Facebook

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Engagement of fans with Facebook Page

29. Tools of Engagement
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Click through Twitter

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The Challenge
• To keep the engagement level high.
Asked on Facebook:
1. How can we continue to support
2. What subjects they want to learn about
3. What are their challenges

31. Tools of Engagement
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Principle #9- Your work is never done

32. Tools of Engagement
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Principal #10
Set realistic expectations: Getting results from
Social media marketing is not a part time thing, and it is not
something you can do on the weekends.
There is no magic pill: Don’t let anyone tell you otherwise.

33. Tools of Engagement
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