The document provides an overview of social media platforms Facebook and Twitter and how they can help businesses. It discusses how to choose between the platforms, includes a demo of how each works, and provides tips on what topics to discuss and how to measure results. The presentation aims to help businesses understand how to utilize Facebook and Twitter to interact with customers, build their brand, and see a return on their marketing efforts.

1. Social Media 101: Understanding Facebook & Twitterand How They Will Help Your Bottom Line Greg AsmanDirector, Digital Analytics & Social Media@gregasman – Twitter

2. Key Topics for Today A quick overview of “Social Media” Questions to ask yourself before deciding on Twitter and Facebook Twitter and Facebook 101 Real world demo of Twitter, Facebook and more What should you talk about? How do you measure results? Additional Resources Q&A 2

3. Social media is the return to community-based dialogue. 3 (it’s the content, not the platform, but more on that later.)

4. So Who’s Behind Social Media? 4

5. 5 We are!

6. So are they… 6

7. 7 Or you can dive in and participate! You can watch from the platform… Facebook & Twitter are platforms

8. Are my customers using social media? If so, how? What are they talking about and what’s important to them? Is social media an important marketing channel for my business? What are my marketing and sales goals? 8

9. 9 What they are and what they mean to your business

10. Why Twitter & Facebook? GROWTH! Facebook – over 200 million active users Increasing (159%) Twitter – over 14 million active users Increasing (964.5%) MySpace – over 53 million active users Declining (13.5%) In General – 276% growth in 35-54 year old users 10

12. Foster user-generated content (UGC)

13. Discussions on topics interesting tothe participants

14. Highlight new products

15. Launch contests

16. Expand the brand into “fans” profiles

18. provide customer service and support

19. highlight trends, news, and useful informationA brand is typically represented by a real person or team of people who help personify the company 12

20. Learning the Lingo… What the F’s!?!? FriendsPeople you’re connected to on Facebook FollowersPeople/Companies who track your Twitter updates FollowingPeople/Companies who’s Twitter updates you track FansPeople on Facebook who become fans of your page 13

21. Tweet’s Anatomy 140 Characters including spaces and punctuation A Twitter update is a “Tweet”, a person who uses Twitter is a “Tweeter”, not a “Twit” (though that’s debatable sometimes) @username is how you refer to another Twitter user. Ex: @gregasman RT is short for “Retweeting”. RT’s spread other peoples’ tweets to your network. RT’s are a great way to share knowledge and grow followers #hashtags are ways to tag tweets for a certain topic. Ex: #fashion, #FF (for Follow Friday… a way for people to promote each other) Avatars ( here’s mine) are your icons within Twitter (48x48 pixels) 14

22. 15 let’s dive into a demo!

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28. Some Topic Thought Starters 21 Blogger outreach Driving high value in-store visits Retweeting shopper testimonials Free shipping Shopping advice Promoting new website features Charitable efforts Articles about your brand/store Coupons Surveys Time-limited offers Proactive communication Promoting ‘pick of the week’ products Multichannel promos Driving awareness of other social media profiles Giveaways Sale announcements Networking with influencers Dealing with PR issues New ranges and pre-order alerts Recruitment Sharing videos

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30. How does analytics fit into Social Media? 23

31. Social Media & Analytics Social media, like all other channels must be measured to determine how best to communicate with customer and prospects. 24 Linking website behavior to social media sources paints a picture of visitor interests and behavior. Embedded within viral video Monitor tweets that drive site traffic See how social media flows into the behavior of your site

32. Measuring Performance Use tracking codes and promotional coupons specific to the channel Tag your links with tracking that can be picked up by your analytics tool Test different content around your offers Monitor how many mentions you have and how engaged people are with your brand Track your fans and followers to understand your audience 25

33. Know your KPIs (Key Performance Indicators)! Cost per Lead (CPL) = Campaign Cost / # new leads This gives us a single number that tells us how much each new sales lead cost based on the total cost of your campaign Cost per Sale (CPS) = Campaign Cost / # sales Based on the campaign, this tells you how much each sale cost. This number should always be greater than or equal to your CPL. Estimated Revenue per Site Visit (ERSV) = Avg. Sale Volume / # visits This KPI is important to know when you’re determining how much to invest in your online channel. If it decreases, you may have an issue with your sales values dropping or too many visits not producing enough sales. If it increases without an increase in Sales Value, watch out… you may be losing visitors! 26

34. Some Links of Interest Facebook – www.facebook.com Twitter – http://twitter.com Tweetdeck – www.tweetdeck.com Basic Twitter Backgrounds – www.twitterbacks.com WeFollow Twitter Directory – www.wefollow.com 27

35. Tracking Tools Web Analytics Packages Google Analytics – CrazyEgg Yahoo Web Analytics – Omniture WebTrends – CoreMetrics Mint Social Media Monitoring HowSociable – SocialMention Twitter Search – Google Trends URL Shortening http://bit.ly – http://is.gd http://tinyurl.com – http://twitpic.com 28

36. About Greg Asman 29 Greg on Twitter Greg on Paper I’m the Director of Digital Analytics & Social Media for Aspen Marketing Services, the largest privately-held marketing agency in the US. I’ve spent the last 18 years involved in Internet development and strategy for lots of big and small companies. I like to be creative but I’m a numbers guy, too. I don’t go for “hot” technology unless it can be used effectively. Or it’s super-cool. I am a sucker for super-cool things. I believe that social media is not a new concept, just a new implementation of basic human interaction. Contact me on Twitter @gregasman or by email – gasman@aspenms.com Greg on Facebook

37. Thank You! This presentation will be made available on the AmericasMart blog after the show: http://blog.americasmart.com Be sure to follow AmericasMart on Twitter: http://twitter.com/AmericasMartATL 30