Social media marketing 101 and a couple of case studies showing the reach and power of integrating social media with your traditional marketing efforts.

1. Social Media Marketing
What do e s i t al l me an (t o yo u)?
November 4, 2010

2. Another Definition
Social media is essentially a set of technologies and practices that
enable the oldest and most powerful marketing tool there is -- word
of mouth.
A Definition Of Social Media
Social media describes the online tools that people and
businesses use to share content, profiles, opinions, insights,
experiences, perspectives, and media itself. Thus social media
facilitates conversations and interaction online between
groups of people.

3. SOCIAL MEDIA MARKETING (SMM) - a shift in marketing from a
broadcast mechanism to a conversational mechanism between you
and your audience. Building community around your brand -
integrating the tools with your marketing strategy.
Okay, So Apply It To Marketing

4. It’s about communication & COMMUNITY.
Are There Benefits to SMM?
Neilsen, “Trust in Advertising” Oct. 2007

5. • Compatible with traditional marketing
• Easy to work into existing interactive
• Quick turnaround
• Low costs
What Are The Benefits of SMM?

6. • More conversations about your brand
• Impact on search engine rankings
• The power of recommendation
• Sidestepping online ad blindness
What Are The Benefits of SMM?

7. • Time intensive
• ROI is not immediate - but it’s measurable
• Yelling into the chasm
• Lots of unknowns
What Are The Challenges?

8. • Relevance is everything
• Message consistency
• Communication amateurs
• Letting go of your brand
What Are The Challenges?

9. • 75% of adults 18 - 24
• 57% of adults 25 - 34
• 30% of adults 35 - 44
• 19% of adults 45 - 54
• 17% of adults 55 - 64
Source: Pew Internet & American Life Project
Who Is Using Social Media?

10. UNDERSTAND THIS:
Your customers (as well as competitors) are
using social media sites.

11. It’s just a matter of how long they’ll
wait for you to join the conversation...

12. • The tools one person uses for
Social Media Marketing are vastly
different than the tools others may use.
Everyone Has A Unique Toolbox

13. What Tools Will You Need?

14. FOR BRANDING - positioning your company and message
online for others to access
YOUR Web site
Social Media Marketing Tools

15. FOR BRANDING - positioning your company and message
online for others to access
Blogware
• Message / Positioning
• Content
• Newsletter
• Integrate
• Extension
• RSS
Social Media Marketing Tools

16. FOR BRANDING - positioning your company and message
online for others to access
Video, Photo & Podcasts
• Message / Positioning
• Content
• Syndication
• Integrate
• Space Saver
• RSS
Social Media Marketing Tools

17. Social Media Marketing Tools
FOR CONNECTING - building community within and around
your brand with social media tools
Professional Networking
• Professional Referrals
• H.R.
• Networking
• Sharing

18. FOR CONNECTING - building community within and around
your brand with social media tools
Personal Networking
• Personal Referrals
• Social Networking
• Sharing
• Demographics
Social Media Marketing Tools

19. FOR CONNECTING - building community within and around
your brand with social media tools
Video / Tele-Conferencing
• Online VoIP
• Economical
• Expandable
Social Media Marketing Tools

20. FOR CONNECTING - building community within and around
your brand with social media tools
Social Event Manager
• Accessible
• Invitation
• Calendar
• Pay Events
Social Media Marketing Tools

21. For DOCUMENTATION / RESEARCH & REFERENCE
- sharing information specific to your community
Wikis
• Public Knowledge
• Updatable
• Many / select
Social Media Marketing Tools

22. For CONTACT, CONVERSATION & TRACKING
- staying on top of community developments, conversations,
and engagement
Instant Presence App.
• Conversation
• Message
• Real-time interaction
(almost)
• Research
• RSS
Social Media Marketing Tools

23. For CONTACT, CONVERSATION & TRACKING
- staying on top of community developments, conversations,
and engagement
Bookmarking / Tracking
• Research
• Reaction / rank
• Monitoring
• Current
• RSS
Social Media Marketing Tools

24. For CONTACT, CONVERSATION & TRACKING
- staying on top of community developments, conversations,
and engagement
Aggregation
• Too much?
• RSS
Social Media Marketing Tools

25. How do these Social Media Marketing tools work together with
traditional marketing tools?
Meals from the Heartland
• Branding / collateral
• Web site
• Public Relations
• Media (TV, Radio)
• Facebook
• Twitter
• Metrics
Case Study

26. Meals from the Heartland - SMM Partnership
Case Study

27. Meals from the Heartland - GOALS
• What was MftH trying to achieve
• Brand positioning
• Fortify / develop new relationships
• New / better communication channel(s)
• New leads
• Educate & motivate
Case Study

28. Meals from the Heartland - ANALYSIS
• Differentiation of social media marketing approach
• Competitive advantage - what works
• Can SMM compliment / supplement existing
marketing efforts
• Best practices - understanding of the tools
• Keyword integration
Case Study

29. Meals from the Heartland - STRATEGY
• Which tools will work / support the goals
• Will the tools connect with the target audience
• How do we keep the messaging “human”
• Who will be the “voice” of MftH
• How will the content be of benefit
Case Study

30. Meals from the Heartland - MEASUREMENT
• Launch
• Pre-Event
• Campaign test
• Post-Event
Case Study

31. Meals from the Heartland - MEASUREMENT
Case Study

32. Meals from the Heartland - MEASUREMENT
Case Study

33. Meals from the Heartland - MEASUREMENT
Case Study

34. Meals from the Heartland - MEASUREMENT
Case Study

35. Meals from the Heartland - LESSONS
Find a social media marketing team
that understands strategy
and the integration of
Social Media Marketing
with traditional marketing!
“Watch Where You’re Swinging That Thing.”
TheBrandChef.com
Case Study

36. T.G.I. Friday’s - “Fan Woody” Campaign
• Facebook
• Twitter
• Campaign
• Community
• Follow-through?
Case Study

37. Panchero’s
• Twitter base
• Blog
• Facebook
• Customer service
• Events
• Viral
Case Study

38. YES! …essentially it’s YOUR set of tools enabling the oldest and most
powerful marketing there is -- COMMUNITY COMMUNICATION.
Is Social Media Marketing For You?

39. “Tell me and I'll forget; show me and I may
remember; involve me and I'll understand.”
– Chinese Proverb
2445 Fleur Drive, #148, Des Moines, Iowa 50321
Phone: 515-257-MKTG (6584) • www.createWOWmarketing.com
Twitter: @TheBrandChef • Andrew@createWOWmarketing.com
www.TheBrandChef.com