Social media offers the greatest opportunity for marketers in our generation. However, it also requires the greatest paradigm shift. The Social Media 201 presentation goes beyond setting up accounts on social networks and it lays a framework for first, becoming a company worth talking about and second, developing a successful social media effort.

1. Social
Media
201
Marketing Through
Conversations

2. Top Social Media Questions
1.What are the best tactics to use?
2.How do I measure the effectiveness of social
media?
3.Where do I start?
4.How do I manage the social balance?
5.What are the best sites and tools out there?
6.How do I make the most of my available time?
Social Media Marketing Industry Report. March, 2009

3. Top Social Media Questions
7.How do I find and focus my efforts on my
target audience?
8.How do I convert my social media marketing
efforts into tangible results?
9.How do I cohesively tie different social media
efforts together?
10.Does social media marketing work, and if so,
how effective is it?
Social Media Marketing Industry Report. March, 2009

4. What is Social Media?

5. Social Media
Definition
Social media are primarily Internet- and mobile-
based tools for sharing and discussing information
among human beings... and "building" of shared
meaning among communities, as people share
their stories and experiences.
Wikipedia

6. Social Media
Definition
Conversation Technologies
Tools
Social Networks/Communities
Blogs, Micro-blogs
Social Tagging
Podcast/Vidcast
Wikis, Forums, RSS
Mash-ups
Photo/Video Sharing

9. What is Social Media
Marketing?

10. What is Social Media
Marketing?
Social media marketing is a
philosophy and a methodology
The “tools” are merely ways to
execute on the philosophy

11. Reasons for Social Media
Media is Fragmented
• There are over 18,000 publications in
circulation
• There are hundreds of television stations
• Including satellite radio and HD radio there
are hundreds of stations
• Google searches more than 4 billion web
pages

12. Reasons for Social Media
Consumers are overwhelmed
• The average consumer is exposed to 3000 – 5000
ads/day. Advertisers expect you to remember 1%
• 65% of Americans feel that there is too much
advertising
• 92% of ads recorded on a DVR are skipped
• 92% of consumers make a purchase based on
someone else’s opinion
• For the first time in history, consumers trust someone
like them more than “experts”

14. A Few Reminders
• Social media is not for “selling”, it’s for
engaging
• Word-of-mouth is not the absence of
marketing, but the result of marketing done
right
• Think value-added marketing in the social
web
• Marketing doesn’t happen in campaigns

15. Benefits of Social Media
Social Media Marketing Industry Report. March, 2009

16. Does it Help You Close Business?
Social Media Marketing Industry Report. March, 2009

17. In Fact...

18. The Social Media Analogy

19. What Does This Mean?
• The web has become a gathering place
• The web has evolved from endless “brochure-
like” web pages to a collection of communities
• The web allows users to filter information
• The web has sped up word-of-mouth
• Each web-based community is focused on a
particular audience
• Social media has made targeting your audience
much easier
• We can no longer talk AT them, but WITH them

20. Some Examples

21. Some Examples

22. Some Examples

23. Some Examples

24. Some Examples

25. “You cannot sell a man who isn't listening.
Word of mouth is the best medium of all;
and dullness won't sell your product, but
neither will irrelevant brilliance”
Bill Bernbach, co-founder of DDB
Advertising

26. A Word of Caution...
• You destroy trust, and no amount of
advertising can bring the customer back
– Enron, Authur Anderson, WorldCom
– Astroturfing
• Wal-Marting Across America
• All I want for Christmas is a PSP
• Mix 106 Fugitive
– Transparency is a critical component of trust
• You have to FIRST become a company worth
talking about

27. Navel Strategy
❍ Cause
❍ Position
❍ Culture
❍ Product
❍ Message
❍ Experience
❍ Measurements

28. Cause

29. Position

30. Culture
vs.

31. Product

32. Message

33. Experience

34. Measurements

36. Social Media Spectrum
Professional/
Professional Social Social
LinkedIn Facebook MySpace
Pronetos Twitter Flixster
Squidoo Flickr Classmates.com

37. Commonly Used Tools

38. Tools I Want to Learn
More About

39. The Key to Social Media
"When there were just a few platforms, means of
communications were controlled by governments and
corporations… [that] paradigm shattered. New
technology has made it possible for every one to be a
broadcaster. Anyone can take the stage and hold it
depending on their content. We [UNICEF] decided that
we should get involved in as many of the new
platforms for delivering our messages about children
as we could.“
Stephen Cassidy , UNICEF

40. Publish
Monitor Syndicate
6 Components
of a Successful
Social Media
Effort
Help Integrate
Converse

41. Publish

42. Publish

43. Publish
• Conversation without content is empty
rhetoric
• The difference between consumer social
media and social media marketing is
content
• Content:
• Demonstrates expertise
• Drives conversation
• Increases findability

44. What to Publish?
• Focus on the cause
• Educate
• Advocate
• Collaborate
• Aggregate

45. Syndicate
• Once great content is created, use “as many
of the new platforms for delivering [y]our
message” as you can
• Increase reach and frequency of exposure to
your content
• RSS = Really Simple Syndication
• Plug your feed in wherever possible
• Push content through eNewsletters
• Link to specific content

49. Integrate
• In order to maximize efficiency and
effectiveness, integrate your platforms
• Use RSS to share content
• Use integrated technology tools
• TweetDeck
• TwitterFeed
• Ping.fm
• FriendFeed
• Facebook Applications

53. Converse
• Content without conversation is advertising
• Respond to comments directed to you
• React to other’s commentary
• Engage in meaningful discussions
• Seek out the “coffee shops” related to your
target and engage
• Start with an introduction and a question
• Be humble and respectful
• Be you

54. Help
• Look for opportunities to add value
• Links
• Introductions
• Answers
• Promotion
• The easiest way to make friends is to serve
• “Service is the price we pay for the privilege
of living on this earth.” Gandhi

55. Monitor

58. Monitor
• The web is infinitely trackable
• Active
• Google Search
• Technorati/Blog Pulse
• Twitter Search
• Passive
• Google Alerts
• TweetBeep
• TweetDeck

63. YUDU Media

64. YUDU Media
• Significant competition - late to the game
• Differentiators:
– Enhance with multimedia
– Sell my publications
• Brand comparison: meets
• Target market: Citizen Experts
• Cause: Giving experts a voice
• Message: We help you create, enhance,
and sell digital publications that share your
expertise with the world

73. Conclusion
• Social media is changing how we market
• Create a cause and use social media to promote it
• Remember that transparency is the key to trust -
Use social media to build relationships
• Engage in dialog with your customers
– You will get both good and bad, the key is to let it happen –
Don’t try to control it!
• Customers evangelize products and services that
they are emotionally involved with
– Give them a voice
– Shut Up and Listen!

75. Publish
Monitor Syndicate
6 Components
of a Successful
Social Media
Effort
Help Integrate
Converse

76. www.navelmarketing.com