The document discusses social media marketing and provides guidance on building an effective social media program. It emphasizes understanding the value you can provide to communities, visibility, credibility, and context. It also stresses defining objectives, audiences, channels, influencers and measuring performance to continually refine the social strategy. The key is aligning all elements of the program around understanding topics, influencers and brands that matter for the target markets.

2. Marketing Generalities
 Everyone wants:
 Leads
 Loyalty
 WOM
 Relationships
 To Know What’s Being Said
 What You Need To Get There
 Credibility
 Visibility
 Value
 Context

3. So What’s The Problem?
 It’s like we’ve been dropped into the ocean and we’re asking
where the water is…
 We’re preparing for the war that just ended

4. The Building Blocks
 Social Is Not A Thing, It’s More Like A Religion
 It Has Tenants & Followers, Believers and Detractors
 To Understand The Value You Must Understand The System

5. The Philosophy of Social Integrated
Marketing
 Know The Context
 Understand Your Voice
 Social Identity
 Media Distribution Points
 Influencers
 Measurement Is A Must, Not A Luxury
 Me-Too Is The Biggest Scam Ever Invented
 Hope Is Not A Strategy

6. How To Build A Social Program
 Know The Value You Can Offer To The Communities (linchpin)
 Visibility (your focus)
 Credibility
 Context
 If you have context, and you understand the value then all you
have to focus on is visibility – credibility comes when you’ve
visibly demonstrated value in context!

7. Yeah, but which channels
 Facebook when you want to foster communication
 Twitter when you want to interact, or lead people to you
 LinkedIn when you can afford to seed thought leadership
without advertising
 Youtube when you have the tools & the time and your
message is volatile
 Google (SEO) when you have an understated value
 Google + when it makes sense to segment your audience
 Blogs – when understand your value to the common need

8. The Social Networks (Channels)
 Facebook – It’s The Family Picnic
 Twitter – It’s Texting, Only One To Many & Public
 LinkedIn – It’s A Water Cooler For Ideas That Affect Jobs
 Youtube – It’s Two Way Television, Where The Newscaster &
The Audience Get A Vote
 Google – It’s The Bus Driver That Takes You Where You Want To
Go & Brings People To You
 Google+ - It’s Social Media Call Screening
 Blogs – The Convenience Store Of Ideas, Value Dictates
Revenue

9. Define
 Define
 Your Objectives
 Your Audience
 Your Voice
 Your Channels
 Your Influencers
 Your Media Distribution Points
 Your Social Identity
 What A Social Conversion Is

10. Align
 Align
 Know who the influencers are
 Know what they are talking about
 Know who the media distribution points
 How do they affect your brand/message/voice
 Know how well your competition is performing
 In what channels

11. Measure
 Measure
 Track your social performance
 Understand the value of each social network to your brand
 You do this by understanding the value of the networks to your customers
 Conversions
 Social campaign performance relative to your competitors
 The highest performing media distribution points
 The highest performing influencers

12. Analyze, Goals, Efficacy
 Crunch all of the data for previously un-yielded insights
 Set new goals based on performance, not hope
 Refine your approach to the point of high efficiency, using
better tools and faster processes

13. Tactical Implementation
 Once You Know
 The Topics, Influencers & Brands that matter
 Picking the channel is EASY!
 What if I’m a novel brand and I’m creating a new trend?
 Next, the tools

14. Free Tools
 Topical Tools
 VerticalPoint
 IceRocket
 Influencer Tools
 VerticalPoint (context)
 Klout (no context)
 Curation Tools
 Paper.li
 Scoop.it
 Automation Tools
 TwitterFeed
 RSS Graphitti

15. What To Measure
 Mentions
 Traffic
 Audience
 Social Activity Volume
 What’s Most Important?

16. What It Means
 Keyword attachment
 Traffic
 Audience
 Social Activity

17. Example Campaign

20. Questions
 Joshua Barnes - Director of Social Strategy
 @joshuaatbarnes joshua@socialmatica.com
 Mark Brenwall – VP of Customer Experience
 @markbrenwall mark@socialmatica.com

21. The End