This document provides advice for businesses on how to successfully promote their brands on social media. It discusses identifying and analyzing target audiences, locating influencers, earning trust and engagement, measuring outcomes, and how commercial realities still apply to social media marketing. Platforms and channels are fragmented so businesses must identify where their target audiences are and who they trust most.

1. BARCLAYS
COMMERCIAL
How can business be succesful
in promoting their brands via
social media
Andrew Gerrard
02nd July 2009
@andrewgerrard
andrew@d-marketing.co.uk

2. “On the Internet,
nobody knows you’re a dog.”

3. “I had my own blog for a while, but
I decided to go back to just
pointless, incessant barking.”

4. Old rules?

5. New Models

6. Mass Audiences

7. Market Fragmentation
Audience Segmentation

8. Commercial realities still apply

10. STOP
SHOUTING!

12. me.jpg

14. “Our” “network”

15. Influence the Influencers

16. The path to engagement
Identify
Analyse
Locate
Earn
Protect
Measure

17. Where are they?

18. Platforms / Channels

19. Brands taking advantage

28. Who do your users trust?
GPS SAYS LEFT,
TWEEPS SAY RIGHT!
WHICH ROUTE SHOULD
WE TAKE NOW?

29. “I’m so glad you agreed to meet in person.
There are some things that can’t be said in
140 characters.”

31. BARCLAYS
COMMERCIAL
How can business be succesful
in promoting their brands via
social media
Andrew Gerrard
02nd July 2009
@andrewgerrard
andrew@d-marketing.co.uk