1. The Social Media Puzzle
Puzzle Piece 1
The Overview
Puzzle Piece 2
What Are the Tools & How to Use Them
Puzzle Piece 3
B2B/ B2C – The Approach and the Differences
Puzzle Piece 4
Social Marketing SWOT
Puzzle Piece 5
Measurement
Puzzle Piece 6
Mistakes and Forgiveness
Prepared by
Holly Grenvicz, Chief Strategist, Werkshop Marketing
Edited and Updated February 2011 by
Becca Ary, Account Executive, Werkshop Marketing
© 2011 Werkshop Marketing
2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101
615.279.1502 I www.werkshopmarketing.com

2. PUZZLE PIECE 1: The Overview
Putting Together the Social Marketing Puzzle
The use of social media as a marketing tool is more than just an addition to the marketing
toolbox; it is a cultural change. We are creating business in a way that never existed before.
Social marketing has become the conduit for content. Businesses can now deliver messages,
develop and monitor opinions, offer customer support, communicate promotions and drive sales
activity – completely virtually and instantaneously (regardless of geography).
There are many things to consider when determining how to use social media in a marketing mix.
So where do you start?
What is it?
Let’s start with how social media was born. You may have seen The Social Network, the drama of
how Facebook began, but the beginnings of social interactivity began long before Mark
Zuckerberg circa 2004. Social media is an outlet for expression and sharing. For individuals, this
means photos of your kids or dog, outcries for causes and sports teams alike and the occasional
post of admiration or admonition of a product of service. This is where social media becomes a
powerful business tool.
Since the beginning of time, people have been “marketing” to one another. Social behavior
dictates that when we like or dislike something, we tell others. In its simplest form, this “sharing,”
without the intentional goal of selling, defines word-of-mouth marketing. This “customer
evangelism” is the most pure and least expensive kind of marketing available. The challenge for
marketers is that it’s nearly impossible to “buy” customer evangelists. They have to be developed
over time.
Enter: Social Media Marketing
After decades of marketing using traditional channels and holding our breath while we hope that a
group of customer evangelists emerges on its own, social marketing is a great way to foster and
find brand loyalists. By engaging in discussions online, building an online reputation and keeping
our “friends and fans” up-to-date literally minute-by-minute, social media is changing the
permanent landscape of marketing. Marketers can also track response and progress by using the
appropriate measurement tools and figure ROI and effect on the bottom line.
Not so fast!
The best users of social tools think it through first. The contents of this presentation will walk you
through the puzzle pieces and show you how each work together from an overall business
perspective. Keep the following in mind:
 Listen: early and often
 You are invited or given permission to share your message
 Don’t abuse this privilege with old-school thinking
 Quality over quantity – when building your messaging and your community
 B2C: Remember social media is personal to your audience
© 2011 Werkshop Marketing
2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101
615.279.1502 I www.werkshopmarketing.com

3. PUZZLE PIECE 2: The Tools
What Are the Tools & How to Use Them
Tool Description Examples
Social Networks Social networks enable businesses to open new channels of communication with consumers and Facebook
business prospects. As more and more people adopt social media into their everyday routines, it is LinkedIn
becoming a critical contact point between businesses and potential and existing clients. Should all
businesses be present on all social networks? No, strategy is what it’s all about. Twitter
Email Marketing / Email marketing and newsletters offer extensive connectivity and personalization. Messages can be Emma
Newsletters: tailored to specific audiences, and near real-time information can be gleaned from an audience. Campaign Monitor
Analytics from emails sent (open rates and clickthroughs) help us see what content our recipients are
most interested in. Rules are stringent against spam, and businesses should meet or exceed the legal Constant Contact
requirements. Mail Chimp
Wikis: Wikis are web-based applications enabling users to develop, edit and to distribute their knowledge on Wikipedia
the topic of choice. Companies can leverage the power of wikis to lower training costs, for product CAFASOntario.ca
development and to retain various types of practical business information. In the case of
CAFASOntario.ca, knowledge and expertise was captured from aging and retiring doctors to help treat
sick kids with a group approach.
Blogs: Blogs are an effective, easy and popular social media tool that can be used to educate your audience Company blogs
and position yourself as a subject-matter expert, or have a little fun and share your brand. Wordpress, Blogger
Microblogging: Microblogs are short bursts of thought (characters are limited on Twitter) in lieu of a well-developed Twitter
set of paragraphs that might make up a regular blog. The immediacy and portability of microblogging Tumblr
using online applications in conjunction with mobile devices makes this a powerful social media tool.
Followers are carefully chosen to create a community based on relationships and common interest. Facebook
Audio: Audio clips enable your message to be heard via download or RSS/XML. It’s more than text and flat Podcasts
content, and this added layer of personality enables you to reach your customer in a more dynamic
way with educational or instructional topics.
Video: Video is hard to match for providing an engaging experience. Combing visual, audio and creativity, YouTube
video has come to the forefront of social media. Video offers unlimited opportunities to connect and Vimeo
enthrall your audience on video sharing sites, mobile devices, blogs, websites, etc.
Podcasts
Location-based / Location-based social networking is vying for the position of “next big thing.” Concerns over security Foursquare
Geosocial may be the only hindrance. These apps use GPS technology to broadcast a person’s location and Gowalla, CarlSays
offer many opportunities for both entertainment and promotion.
FB Places
Photo Sharing: Like digital photo albums, photo sharing sites allow users to upload photos, share with friends and Flickr, Picasa
family and comment. These sites often provide links and HTML for easy input into blogs and websites. Photobucket
Some people use these sites for all of their photo storage, instead of dusty boxes under the bed.
Facebook
Social Couponing: These companies bring communities of people together to take advantage of good deals. Depending Groupon, Woot
on the service, a stipulation has to be met in order to get a coupon, the time the deal is available is RunDaisy, CarlSays
limited, or a charity component is involved.
LivingSocial
Social Gaming: Social gaming brings together friends and global communities for competitive interaction. Words with Friends
Zanga games
(Farmville, et. al.)
Events: Generate buzz about an event, communicate event updates and gather RSVPs with these tools. Bring Facebook Events
friends together to plan, promote and execute. Evite, Eventbrite
Social Book Marks / These services often offer an insight to trends and the opinions of the general public on an endless Digg, Delicious
Aggregators: variety to topics, services and products. Reddit
Social Music Anyone who makes music a part of daily life has no shortage of options when it comes to finding new MySpace, Pandora
music and sharing it with friends. OurStage, Last.fm
Rich Site Summary Managing and keeping up-to-date with web content of interest is not always easy when it is delivered Google Reader
(RSS): by numerous sources. RSS enables the subscription of content from blogs, news sites and websites
with frequent updates and delivers it in one place.
© 2011 Werkshop Marketing
2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101
615.279.1502 I www.werkshopmarketing.com

4. PUZZLE PIECE 3: B2B/ B2C
The Approach and the Differences
Business to Business (B2B) describes commerce transactions between businesses, such as between a
manufacturer and a wholesaler, or between a wholesaler and a retailer (Wikipedia).
Business to Consumer (B2C) describes activities of businesses serving end consumers with products and/or
services (Wikipedia).
The most effective tools for both B2B and B2C companies (in order of effectiveness):
B2B Companies B2C Companies
LinkedIn Facebook
Blog Blog
Twitter Twitter
Facebook LinkedIn
B2B Social Media Winners: B2C Social Media Winners:
• Cisco • Best Buy
• Intel • Old Spice
• Oracle • Tasti D Lite
The Social Marketing Planning Steps
1. Discovery/ Planning
2. Set social media marketing goals
3. Listen to the conversation
4. Create your target profile
5. Determine messages and channels
6. Join the conversation
7. Measure/ Adjust
8. Repeat
© 2011 Werkshop Marketing
2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101
615.279.1502 I www.werkshopmarketing.com

5. PUZZLE PIECE 4: Social Marketing SWOT
Strengths, Weaknesses, Opportunities & Threats
[By Jacob Morgan of JMorganMarketing.com. Morgan is a social media consultant and principle at
Chess Media Group]
Before you get started make sure that you have a clear understanding of your business goals and
objectives, you have to understand the bigger picture. Without this knowledge, it is not possible to
create an effective SWOT analysis. What I have created below is a very simple example of a SWOT
analysis. You or your company may have a completely different set of items that fall under the
categories, and that’s fine. My goal here is to explain what SWOT is and why you should use it.
Strengths (Internal)
• Market reach or penetration
• Active community members who are willing to become brand evangelists
• Resources in terms of time and manpower; your team is able to respond quickly and effectively
• Management or executives support the social media medium and give you the go ahead
Weaknesses (Internal)
• Trouble scaling or maintaining a social media campaign
• Lack of tools or resources to track and monitor social media campaign results
• Social media presence or campaign isn’t effective, meaning goals are not being met
• Tough to train or convince management team on social media principles
Opportunities (External)
• Creating/joining online presence on sites where the company currently doesn’t exist, i.e.
Facebook
• New target or niche markets that are untapped
• Promotions, discounts, offers that can be utilized through social media platforms
• Partnerships with a publisher or advertiser
• Penetration into a new geographical market
Threats (External)
• Macro factors such as economy, will this affect your user base or your campaign?
• Competitor is going after the same space or same audience with similar campaign
• Is the current campaign sustainable, can it continue?
• What obstacles stand in the way of success and failure?
© 2011 Werkshop Marketing
2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101
615.279.1502 I www.werkshopmarketing.com

6. PUZZLE PIECE 5: Measurement
Measuring Impact of Social Media Activities
Qualitative
• Treated more like PR measures
• Conversations, are we a part of our industry’s footprint?
• Comparisons against competition
• Moving from a monologue to a dialogue
• Relationship building
• Tone
• Quality vs. Quantity
Quantitative
• Metrics/ Analytics
• Traffic
• Sales activity
• SEO ranking
• Google Analytics/ Link clicks
• Newsletter subscribers/ Open rates
More on Measurement
• Create before and after baseline
• Chart growth year over year sales
• Match to social activity
• Set milestones for achievement – like # of fans or # of clicks to response
• Measure transactional precursors – brand mentions/ searches, loyalty research, retail
store traffic bumps
For more, check out our slides from the January 2011 DIG
“Using the Marketing Measuring Tape.”
http://bit.ly/hVNDQk
© 2011 Werkshop Marketing
2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101
615.279.1502 I www.werkshopmarketing.com

7. PUZZLE PIECE 6: Mistakes and Forgiveness
The Social Media Blues
What happens when you make a mistake? Kenneth Cole found out a couple of weeks ago that
one should tread lightly when using world events in promotional messages.
Kenneth Cole enraged the Twittersphere when he posted
How to Deal:
1. Be proactive: the Internet does not have a rug to hide things under. Whatever the issue, it
will come to light. Now is not the time to deny. It’s better to deal with it on your own terms.
2. Act immediately: Fix what’s broken, apologize, make sure it won’t happen again
3. Offer a Band-Aid: A discount, a refund
Remember, everyone makes mistakes, and we’re all learning in the social media game. Own the
problem, find a solution, and use common sense. You may escape with your customers’ respect
for your company intact.
More resources:
Seven Deadly Sins and The Five-Second Challenge from The Social Path by David Griner
© 2011 Werkshop Marketing
2915 Berry Hill Drive, Nashville TN 37204 I 422 East Main Street, Bowling Green, KY 42101
615.279.1502 I www.werkshopmarketing.com