An overview of how to use Social Media to launch new products, services, cause etc.

1. Social Media Marketing
Javed Mohammed
Javed_mohammed@hotmail.com
A K2Vista Production
July 2013

2. Definition
Social media is media designed to be
disseminated through social
interaction, created using highly accessible
and scalable publishing techniques
(Wikipedia)

3. Or put it simply
 “It’s stuff created online by people like you and me for people
like you and me.”

4. Setting Expectations
 Social Media is NOT the silver bullet for your media outreach
 Nor is it a replacement for traditional marketing/PR
 Nor is it free or just a way for you to share your propaganda
 You can hook them by Advertising, Pay per impression or
click
 However it’s a great way for your customers to get their POV
across and for you to have a 2-way conversation

5. It’s the next next Gold Rush:
The Key Players-1
 Social Networks
 Facebook
 LinkedIn
 Google +
 MySpace (remember them)
 PowerPoint Sharing
 SlideShare
 Photo Sharing
 Flickr
 Pinterest
 Instagram
 Video Sharing
 YouTube
 Vimeo
 Veoh
• Micro-Blogging
– Twitter
– Tumblr
• Blogging
– WordPress
– TypePad
– Blogger
• BookMarking
– Delicious
– Digg
– StumbleUpon
–

6. It’s the next next Gold Rush:
The Key Players-2
 Widgets
 FanBox
 WidgetBox
 Widgepedia
 Video Streaming
 Ustream
 Qik
 Flixwagon
 Wikis
 WikiPedia
 GoodSearch
• Events
– Evite
– Meetup
– Facebook
• Geo-Location
– Foursquare
• Other
– Goodreads

7. Social Media: What’s it about?
 Web 1.0 was about the push model of creating static
websites with corporate lingo. Everyone talked, no one
listened
 Just like NATO (No Action Talk Only)

8. Social Media is todays Revolution
 Web 2.0 is about listening.
 Not hearing but active listening.
 The tables have turned and companies and organizations
need a Social Media Plan.

9. So where do you start?
 Well you can be reactive and wait for crisis.
 But you don’t really want to do that.
 First identify your audience.
 Are they your customers, members, prospects, general public…?
 Can you break down the demographics, psychographics?
 Boomers, Millennials, Male, Female, …

10. What do you want to accomplish using
social media and how will you measure
success?
 Eg To cultivate relationships with our customers
 Provide a forum for our customers to voice
questions, concerns, and feedback
 Promote programs , challenges and campaigns that
engage our target audience
 Build awareness and or a fanbase for your program
or cause
 Have audience trial your wares
 Engage audience so they share feedback and
experiences

11. How do you want your audience to
feel?
 Your voice and tone will set the stage for
brand to be reinforced.
 Is it informal, friendly, fun, conversational?
 Or is it formal, by the book, and strictly
business?
 Will you use buzzwords to make them feel
inclusive or is this an exclusive club?

12. What resources can you tap into?
 Is there a dedicated Social
Media team?
 If not can you leverage
other marketing/PR folks?
 If not can you leverage
volunteers?
 Social Media is not free it
takes time and resources.

13. How are you complimenting your
Social Media?
 Advertising
 PR and Press
 Influencers, Partners,
 Email, Newsletter, Direct Mail
 Leveraging existing members
 SEO

14. Social Media
 Space out your communications
 Use a content calendar
 Promote your social media presence on
• Website, Newsletters, Blog
• Success is measured by the conversations you can start or
engage. Eg How many times someone Favorites, Re-
tweets, comments on a post.
• Use Online brand monitoring eg Google Alerts to flag keywords
that show coverage of brand
• Use Analytics (eg Google Analytics) to measure response and
fine-tune your campaign

15. Content is King
 Share, Share, Share
 Stories, Photos, Video, Cool graphics
 Ask their opinion, make a provocative statement, ask
questions
 Tell them what’s going on in your neighborhood
 Share insights, predict the future, spotlight the past
 Reblog, Retweet, and share other posts
 Schedule Posts eg Hootsuite
 Experiment, Learn, and Repeat

16. Sample Content Calendar
Date Post Content Twitter FacebookBlog LinkedIn Pinterest Instagram
7/8/2014Blah xxx x x
7/9/2014Blah xxx x x
7/10/2014Blah Blah xxx x x x
7/11/2014You get the picture xxx x
7/12/2014 xxx x x
7/13/2014 xxx x
7/14/2014 xxx

17. Blogging
WordPress, Blogger, Tumblr are some of the
main blogging platforms.
WordPress and Blogger are more long-
form, Tumblr is more of a micro-blogging site, ie
images with some text.
There are gazillions of blogs. As of July
2013, there are 68M WordPress blogs, 108M+
Tumblr, Blogger, doesn’t seem to disclose, but
anyway you’re looking at upwards of 200M+
blogs

18. Blogging
How do you make your blog stand out?
Pick a niche, write, and write regularly, have a POV, show
your expertise
Enable comments, and respond to them
Register with Technorati
It’s a subject in and of it self. Think of it as one more piece
to the content puzzle.
If you need a more serious content management system
you can host your own blog from
Wordpress.org, Jumla, or Drupal.

19. Facebook
 There are over 1.2Billion FB Users as of July 2013
 That’s like 1 in 7 people in the world
 Average user spends more time on FB than all the major
social networks combined
 Friend pages are for individuals; Fan pages are for
businesses and groups for causes

20. Facebook
As with all Social Networks to get and grow
fan base need consistency
Answer
questions, comment, acknowledge, engage
Share information even if from competitor
Remember you’re doing it for the social
good and hope the vibes come in your
favor

21. Facebook
FB and other networks are about being
transparent, don’t try to have a hidden
agenda or you will get called out
Cross promote your blog posts, tweets and
other content
Explore paid advertising

22. LinkedIn
 Over 225M users
 Main focus is for professionals and for networking
 Great Rolodex as you can use the power of the network in
going from your 1st level direct contacts to 2nd and 3rd.
 Create a company or organization profile
 Encourage employees to link to company profile
 Join and Engage in relevant group conversations

23. LinkedIn
 First listen, then contribute
 Avoid propaganda
 Cross promote your blog posts, tweets and FB content, but
don’t saturate with the same content.
 Post status updates and or respond to requests
 Share presentations, webinars and other content
 Be a resource
 Use search feature for lead generation
 Explore paid advertising

24. Twitter
 500M total users, >140-200M active
 Avg Twitter user has 27 followers
 >50% active Twitter users follow companies or brands
 Share original content in 140 chars
 Retweet content, inc press
releases, announcements, interesting stats, and cross
promote blog and other networks
 Link up with famous personalities and use them to get your
name out
 Use real time search for lead generation and customer
service

25. SM Success Metrics
 Measure how many visits, leads, and customers is each
individual social channel is generating.
 Google Analytics
 HubSpot
 Want your audience to grow in terms of audience (followers)
but also engagement. Otherwise Likes, Retweets do not
show the full picture

26. SM Success Metrics: measuring ROI
Source Visits Contacts Conversion/Customers
Organic Search
121,00
0 1815 54
Paid Search 1,999 30 1
Social Media 25,000 375 11
Email mktng 50,000 750 23
Direct Traffic
135,00
0 2025 61

27. Reference
All images are copyright of respective owners and obtained
from public domain
Copyright 2013
Javed_mohammed@hotmail.com
A K2Vista Production