sagefrog social media framework

© 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

Social Media for Marketing

Mark Schmukler, Managing Partner

Sagefrog Marketing Group, LLC

May 2009

© 2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 2

How can I use

Social Media for

Marketing?

I


YourWebsite

The 7 categories of Social MediaSagefrog’s Social Media Marketing Strategic Framework™

RSS Feeds & Aggregators 7 2 Multimedia Sharing

1 Social Network Sites

3 Blogs & Mini-blogs

4 Wiki CollaborationCommunities & Reviews 5

Tagging & Bookmarking 6


CATEGORY 1

Social Networking Sites

Description: Virtual business and career networking

Leaders:

• Facebook (#4)

• Linked-In (#101)

Marketing Applications:

• Check out advertising opportunities

• Create company pages

• Use LinkedIn features Polls, Status, Group, Discussions, News, Jobs, Events, Q&A

4


CASE STUDY

Target on Facebook • Great branding

• 5% of income ($3M)

to charities

• Fans vote

• Can post to their Wall(friends)

• Smart marketing

5


EXAMPLE

LinkedIn Polls

6


CATEGORY 2

Multimedia Sharing

Description: Sites that host multimedia content

Leaders:

• YouTube (#3)

• Flickr (#33)

• SlideShare (#636)


• Upload videos, photos and presentations

• Share via email, links and your website

• YouTube Channel7

http://images.google.com/imgres?imgurl=http://www.ooliganpress.pdx.edu/pic/youtube-logo.jpg&imgrefurl=http://www.ooliganpress.pdx.edu/&usg=__snhzpp-uP9eWRA3NEOnN7Ng0XMM=&h=905&w=1280&sz=56&hl=en&start=1&um=1&tbnid=JK3T0Bi266AFaM:&tbnh=106&tbnw=150&prev=/images%3Fq%3Dyoutube%2Blogo%26hl%3Den%26sa%3DG%26um%3D1

http://images.google.com/imgres?imgurl=http://rogerwho.files.wordpress.com/2008/12/flickr-logo.jpg&imgrefurl=http://rogerwho.wordpress.com/&usg=__ePUo350JHH_BUoEDZTvKIBOd_t8=&h=196&w=500&sz=12&hl=en&start=2&um=1&tbnid=p99FFGDhXindAM:&tbnh=51&tbnw=130&prev=/images%3Fq%3Dflickr%2Blogo%26hl%3Den%26um%3D1


CASE STUDY

BlendTec on YouTube

http://www.youtube.com/watch?v=qg1ckCkm8YI

• Small budget

• Viral effect

• 10’s of millions of views

• 500% sales increase

8




CATEGORY 3

Blogs and Mini-blogs

Description: Published thoughts, links and multimedia

Leaders:

• Blogger (#8)

• Wordpress (#19)

• Twitter (#38)


• Monitor - Search Google Alerts, Technorati and Twitter

• Comment and Publish - on multiple blogs

9

http://images.google.com/imgres?imgurl=http://mediamemo.allthingsd.com/files/2009/01/twitter.jpg&imgrefurl=http://mediamemo.allthingsd.com/tag/funding/&usg=__5O8WwwSKjNHweVAMITcGvXJ5dI4=&h=295&w=800&sz=33&hl=en&start=2&um=1&tbnid=HlgeaHb1DzF49M:&tbnh=53&tbnw=143&prev=/images%3Fq%3Dtwitter%26hl%3Den%26rlz%3D1T4ADBF_enUS307US307%26sa%3DN%26um%3D1


CASE STUDY

American Express Blog

• 200K visits per month

• Guy K. doubles traffic

• 100,000+ followers

• No advertising

Traffic sources:

• 11.7% Twitter

• 9.1% Google

• 4.5% Guy’s Blog

10


CASE STUDY

Starbucks on Twitter

11


CATEGORY 4

Wiki Collaboration

Description: Multiple contributors of shared content

Leaders:

• Wikipedia (#7)


• Search, monitor, contribute and create

12


CASE STUDY

Nike on Wikipedia

13


CATEGORY 5

Communities and Reviews

Description: Discussion groups to share informationand opinions on common interests

Leaders:

• Eastern Technology Council

• Amazon (#34)

• Tripadvisor.com (#411)


• Monitor and analyze

• Consider creating niche communities

14

http://www.jonco48.com/blog/amazon_20logo.jpg

http://images.google.com/imgres?imgurl=http://www.foleyinn.com/dev/foley/www/UserFiles/tripadvisor_logo(1).gif&imgrefurl=http://www.foleyinn.com/guest-comments.php&usg=__DarqVygFflpKoXuVA0MizAMMPeQ=&h=38&w=60&sz=3&hl=en&start=10&um=1&tbnid=H_6uvLEkYOZhgM:&tbnh=38&tbnw=60&prev=/images%3Fq%3Dtripadvisor%2Blogo%26hl%3Den%26rlz%3D1T4GZAZ_enUS316US316%26sa%3DN%26um%3D1


EXAMPLE

Eastern Technology Council

• Members

• Profiles

• Connections

• Videos

• Events

• Groups

• Forums

15


EXAMPLE

TripAdvisor.com

16


CATEGORY 6

Tagging and Bookmarking

Description: Ability to tag articles and websites

Leaders:

• Digg (#179)

• Stumbleupon (#458)

• Delicious


• Add links to your websites

• Create profiles, tag websites and articles

17

http://images.google.com/imgres?imgurl=http://blogs.sun.com/identity/resource/delicious_logo.png&imgrefurl=http://blogs.sun.com/identity/entry/cloud_computing_in_140_characters&usg=__yWy_TNPUphKqX4YsuDgdHnUdYQg=&h=150&w=150&sz=1&hl=en&start=2&um=1&tbnid=_eqyzdxJvhgsdM:&tbnh=96&tbnw=96&prev=/images%3Fq%3Ddelicious%2Blogo%26hl%3Den%26rlz%3D1T4GZAZ_enUS316US316%26um%3D1

http://images.google.com/imgres?imgurl=http://www.imediapress.com/wp-content/uploads/2008/07/digg-logo-heart-lg.jpg&imgrefurl=http://www.imediapress.com/2008/08/&usg=__aN--AfMhNj2ADzT1ZK9YVqgIrUQ=&h=360&w=460&sz=14&hl=en&start=2&um=1&tbnid=5qXlN_ZZIYPVSM:&tbnh=100&tbnw=128&prev=/images%3Fq%3Ddigg%2Blogo%26hl%3Den%26rlz%3D1T4GZAZ_enUS316US316%26um%3D1

http://www.increasesaleswithsocialmedia.com/SM Logos and speaker pix/Stumbleupon-1.jpg


EXAMPLE

Bookmarks

18


CATEGORY 7

RSS Feeds and Aggregators

Description: Organize for efficient consumption

Leaders:

• RSS readers, widgets (iGoogle)

• Social Media aggregators (FriendFeed)

• Twitter aggregators (Tweetdeck)


• Subscribe, merge and organize

19

http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg

http://dmiessler.com/images/friendfeed_logo_48_2.png

http://www.toptenz.net/wp-content/uploads/2008/07/igoogle-logo.png

http://images.google.com/imgres?imgurl=http://catholictechtips.stblogs.com/wp-content/blogs.dir/1666/files//2008/07/tweetdeck_bird.png&imgrefurl=http://catholictechtips.stblogs.com/2008/07/&usg=__75OPrfEA5WfmhXDgQLLGxFANvAA=&h=160&w=160&sz=10&hl=en&start=1&um=1&tbnid=sWaptrlZdyTXrM:&tbnh=98&tbnw=98&prev=/images%3Fq%3Dtweetdeck%2Blogo%26hl%3Den%26rlz%3D1T4GZHZ_enUS231US231%26um%3D1


EXAMPLE

iGoogle

20


EXAMPLE

Friendfeed

21


EXAMPLE

Tweetdeck

22


Integrate Social Media Marketing

ObjectivesAwareness, traffic, leads, conversions, revenue, units, price, share, ROI

StrategyPositioning, messaging, and brand identity

ProgramsPublic relations, awareness marketing, direct marketing, online marketing (cross-linking)

MeasurementTrack performance relative to your objectives above.


Sagefrog Marketing Group, LLC(215) 230-9024 . [email protected] . www.sagefrog.com

196 West Ashland Street, Doylestown, PA 18901

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sagefrog social media framework

Documents

marketing applications

multimedia contentleaders

multimedia sharingdescription

monitor search google

twitter comment

wiki collaborationdescription

multiple blogs9

website youtube channel7