1. Social Media for the Workplace
BREANNA WESTON
DIGITAL NATIVES: TECHNOLOGY COACH
BREANNA@DIGITALNATIVESCOACH.COM
(503) 567-8402

2. Introduction to
Social Media Marketing

3. What is Social Media Marketing?
 See Wikipedia for Social Media definition.
 Social media marketing Social Media Marketing
is any form of direct or indirect marketing that is
used to build awareness, recognition, recall, and
action for a brand, business, product, person , or
other entity and is carried out using the tools of the
social web, such as blogging, microblogging, social
networking, social bookmarking, and content
sharing.

4. How is it changing the marketing world?
 Foundation of Data
 Audience’s Needs
 Target Audience
 New Tools
 People have changed.

5. How it helps your business?
 Relationship Building
 Brand Building
 Publicity
 Promotions
 Market Research

6. Successes
 Coconut Bliss http://coconutbliss.com/
 Broadway Books
http://www.inc.com/magazine/20091201/saving-
broadway-books.html

7. Failures
 #McDStories – McDonald’s
 Horror stories
 #CamryEffect – Toyota
 Spamming
 Volkswagen Facebook
 Deleted unfavorable comments

8. Four Pillars
30 Minute Social Media Marketing by Susan Gunelius
1. Read
2. Create
3. Share
4. Discuss

9. Read
 Ongoing Research: Industry websites, news, press
releases
 Periodicals (Print and Online)
 Blogs and Ebooks
 Social Media (Twitter and Facebook)
 Podcasts and Videos

10. Alerts
 http://www.google.com/alerts
 Twitter > Enter Search > Gear Icon > Save Search
 http://alerts.yahoo.com/

11. Create (Great Content)
 Use own voice: personable
 Target audience language and tone
 Consistency
 No jargon or rhetoric
 Transparency
 80/20 Rule
 80% interacting
 20% self promoting

12. Share
 Other people's content
 Your own content

13. Discuss
 Having Conversations with your Online Audience
 They comment or share your content
 Then, you respond back.

14. What do you currently do?

15. Benefits

16. Consequences

17. Who should be doing this?
 Businesses whose target audience is online.
 Business Plan - Target Audience
 Pew Internet – Generations Report

18. Where should you be?
 Business Plan – Target audience
 Demographics of Social Media
 Household spending : who spends how much on what
 Statistical Abstract
 Consumer Expenditure Survey
 Marketing Plan
 Goals
 Time and money
 How you will accomplish those goals

19. Unrealistic Expectations
 Immediate success – Viral
 Takes time and work – marathon not sprint
 Not free
 Time
 Development and Apps
 Indirect and Word-of-Mouth Marketing

20. Viral Marketing
 Phase 1: Static
 Phase 2:Repetition
 Phase 3: Social
 Phase 4: Viral
 Phase 5: Global

21. Social Media Marketing in 10 Steps
1. Identify Goals
2. Evaluate Your Resources
3. Find Audience
4. Create Consistent Content
5. Diversify Social Media Presence
6. Create a Schedule
7. Join Online Conversations
8. Allow Community to Control Conversation
9. Analytics (Quality not Quantity)
10. Persistency and Continue Learning

22. Incorporating Social Media
into Your Marketing Plan

23. Marketing Plan
Marketing Plan Social Media in Your Plan
 Overview  Advertising
 Purpose/Goals
 Mention of the specific
 Products/Services
tool.
 Market
 Target Market  Budget
 Competition  Include time.
 Pricing  Action Plan
 Advertising
 SMART Objectives
 Budget
 Action Plan
http://www.missouribusiness.net/docs/marketing.pdf.

24. Sample Goals
 Encourage interaction and build relationships
 Syndicate your content
 Increase linkability and reward inbound links
 Listen to online conversations
 Identify key influencers in your space
 Develop content based on what you learn
 Participate, comment and generate interesting
content
 Become a resource
http://expansionplus.com/impr/social-media.html

25. SMART Objectives
 Specificity
 Measurable
 Achievable
 Relevant
 Time-bound
 Evaluate
 Reevaluate

26. Example of SMART Objective
 Participate, comment and generate interesting
content
 Create a Facebook Fan Page by August 1.
 Post 4 times per week and reply to 100% of the comments and
wall posts. Review on November 1.
 Create a content calendar to organize and track content. And
use content calendar. Review on November 1.
 Syndicate your content and become a resource
 Create a blog with RSS by August 1.
 Post 4 times per week and reply to 100% of the comments and
wall posts. Review on November 1.
 Employ trackback and analytics on blog. Review on November
1.

27. Try It
 What are your marketing goals?
 Write down 2 SMART objectives.

28. Tools
HTTP://EN.WIKIPEDIA.ORG/WIKI/SOCIAL_M
EDIA

29. Social Networking
 Facebook
 Twitter (microblogging)
 LinkedIn
 Google Plus+
 CafeMom
 Ning
 CaringBridge
 Geni
 Eons

30. Social Photos
 Flickr
 Picasa
 Photobucket
 PictureSocial

31. Social Bookmarking
 Delicious
 StumbleUpon
 Pinterest
 Diigo

32. Social News
 Slashdot
 Digg
 Reddit

33. Blogging
 Blogger
 WordPress
 LiveJournal
 Tumblr
 People do not have to have accounts to these websites to access your blog. Choosing a
platform is based upon tools of the platform and personal preference.

34. Multimedia
 Youtube
 Slideshare
 Prezi
 iTunes
 People do not have to have accounts to these websites to access.

35. Others
 Wikis  Research
 PBWorks  Mendeley
 Wetpaint  Zotero
 Books  Location Based
 Goodreads  Gowalla
 Paperback Swap  FourSquare
 Virtual Worlds
 Second Life
 The Sims Online

36. Wednesday
ANALYTICS
SOCIAL MEDIA OPTIMIZATION (SMO)
SEARCH ENGINE OPTIMIZATION (SEO)
BEST PRACTICES

37. Open Lab
• DEVELOP/REVISE MARKETING PLAN TO
INCLUDE SOCIAL MEDIA
• CREATE SMART OBJECTIVES
• RESEARCH TOOLS TO DETERMINE WHICH
ONES FIT YOUR TARGET AUDIENCE
• CREATE ACCOUNTS TO RELEVANT TOOLS