Social Media MarketingFebruary 2010

What is Social Media? Social media is defined as a collection of interactive platforms where content and conversation are community-driven, based on personal preferences. Examples of social media platforms include RSS Feeds, Facebook, Blogging platforms, LinkedIn, Twitter, YouTube and Wikipedia*.

What is Social Media Marketing?Social Media Marketing uses social media primarily composed of user-generated content to create subject and theme-based communities around a brand or product. In contrast to traditional marketing, which is often a “one-to-many” broadcast format, social media is a many-to-many interactive format.

* Wikipedia and wiki platforms can be integrated into the Social Media Marketing plan upon future discussions and planning.

Bankers Trust | Social Media Plan | January 2010

Why Is Social Media Marketing Important?

Marketers struggle to segment consumers into large, easily definable, and stable target audiences based on demographics and interests. Social media platforms allow these groups to organize themselves, and the result is often more accurate and reliable than some of the most sophisticated market research. The groups that congregate around social media sites create like-minded segments of the community that can be of paramount importance to business. Social Media Marketing allows businesses to tap into these “cliques,” benefitting from self-defined target audiences.

Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than

9 months…iPhone applications hit 1 billion in 9 months. - Eric Qualman, Author: “Socialnomics”

Why Use Social Media Marketing? Brand Monitoring: Following conversations about a brand, product, campaign or person through the use of social media tools like RSS feeds, Alerts and AnalyticsCommunity Engagement: Developing a brand-based trust through social media environments by offering service, support and knowledge to the specific platform communityResearch: Gathering information from platform community members on products and services based on their perception and engagement with your brandCustomer Support: Using social media platforms to engage with potential and/or prospective customers through keyword monitoring and timely response – positioning yourself as “Community Advocate”Education: Use social media platforms to position yourself as a “Thought Leader” within the specific platform community

Popular platforms used in social media don’t always apply to effective Social Media Marketing programs. Love Scott can evaluate the needs and application of social media within your marketing goals and choose the most applicable platforms to engage and support your audience.

What Social Media Tools Are Right?

RSS FeedsAlertsAnalytics

FaceBook Blogging Twitter LinkedIn YouTube

What Is The Strategy?By implementing four important areas: Branding, Consumer Insight, Behavior and Platform Understanding, you can execute Social Media Marketing tactics successfully - positioning yourself as leaders as well as supporting your brand positioning.

Brand Monitoring

Research

RSS FeedsAlertsAnalytics

Brand Monitoring

Community Engagement

Customer Support

Education

FaceBook

Community Engagement

Customer Support

Education

Blogging

What Is The Vision?Integrating Social Media Marketing will be contingent on your overall 2010 Marketing Plan. By using aLove Scott strategic Social Media Marketing outline, each tactic within your marketing plan will have a more strategic direction for engaging your target audiences.

ResearchBrand Monitoring

Brand Monitoring

Community Engagement

Community EngagementCommunity Engagement

Customer Support

Education

Twitter LinkedIn YouTube

What Can We Do?Love Scott can suggest the options to your company for augmenting and creating measurable results from Social Media Marketing. While today’s discussion is covers “broad-vision” options, these options can act as a starting point for development of strategies and results-driven marketing communications in 2010 and the years that follow.

What’s Standing In Your Way?

What applications do you use? How Are you Currently Using SM(M)? What’s Your Biggest Challenge? Twitter Web site (FB) Content updates FaceBook Personal Technology changes /trends Blogging Use, but not often enough Creating conversation / feedback LinkedIn FB & Twt for PR How SM applies to marketing YouTube Multiple Accounts Creating a strategy FourSquare Promotion of services Educating the corner office Ning FB, Twt & YouTube to share TIME Wine 2.0 Part of a marketing plan

What are your goals for SM(M)? “Spread the word” Guiding people back to Web site Get more connected Reach younger demo Build loyalty

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