Social Media Marketing

A Brief Overview by Betsy Tyurin

Social Media StrategyI. Get there first.

A. Domain names and vanity urls are easy to communicate but get taken fast.

B. If you don’t have up a legitimate page representing your company, sometimes fans or disgruntled people may set up their own representation of you, which is out of your control.

II. Express your brand.

A. Personality to outside world

B. Build client relations

C. Generate intrigue = brand visibility

III. Control your image.

A. Social media monitoring services can identify authentic and publicly generated hits for you to review.

i. This enables you to report negative content and have it removed.

ii. This enables you to find incidental positive content and publicize it.

B. Continuous content generation drives repeat visits.

i. Repeat visits = increased brand awareness

ii. Repeat visits = increased sense of rapport in relationship

The Importance of Monitoring Social Media

Professional PR Web monitoring services are available for approximately

$1200 per year providing information on mentions of your company anywhere

on the internet.

Excerpt from The ROI On Social Media Monitoring: Why it Pays

to Listen to Online Conversation published by the Aberdeen

Group

The Social Graph

Betsy likes Coca-Cola.

Betsy’s friend Margaret decides she likes Coca-Cola

because Betsy does.

Margaret’s husband Mike likes Coca-Cola because

Margaret does.

Mike’s golf

buddy…

Mike’s dad…

Mike’s gardene

r…

Margaret’s boss Edgar likes Coca-Cola because

Margaret does.

Edgar’s wife….

Edgar’s tennis pro…

Edgar’s son…

Betsy’s friend Laurie likes Coca-Cola because Betsy

does too.

Laurie’s boyfriend Brad likes Coca-Cola because Laurie

does.

Brad’s niece…

Brad’s uncle…

Brad’s 4th

grade teacher

…

Laurie’s cousin Julie likes Coca-Cola because Laurie

does.

Julie’s daughte

r…

Julie’s best

friend…

Julie’s boxing

coach…

And the graph continues to grow exponentially…

Facebook founder and CEO Mark Zuckerburg defined his social network as “the social graph,” a tool

for individuals and businesses to connect and communicate, building relationships and sharing

information exponentially through endless possibilities to connect, making the world a smaller more

transparent place. This idea is the foundation for the most successful viral marketing campaigns on

the web today.

Social Media Outlets

Social Networks

• Facebook – relationships

• Twitter – headlines

• LinkedIn – professional networking

Online Media Sharing

• YouTube

• Flickr

• Slideshare

Blogs

• Seidal.com website blog

• Blogspot, Sharepoint, Wordpress

Social Gaming

• Playdom (Social City, City of Wonder)

• Zynga (Petville, Frontierville, Farmville, Café World)

“Social Media Use Exceeds Email Among B2B Sales Professionals.”

-- InsideView, September 17, 2010

Facebook

Targeted ads based on page contentCustomizable

Description – this

Page belongs to ASID

President Laura Stewart

Clients who

“like” your

page get

subscribed

to your status,

link and

photo updates.

You control whether photos and video can be added

by your fans or just your page admins with privacy settings.

You and/or your fans can

generate timely content via

status updates and links to

interesting information

Linked content

added by you

Preview photo

albums.

Your Competitors & Potential Clients on

Facebook

• KMP Modern

Furniture

• Century Furniture (no

content added yet)

• Coopers Office

Furniture

• Furniture and More

• C&M Furniture

• Arhaus Furniture

• Value City Furniture

• Havertys Furniture

• Home Furniture

Showroom

• Gallery Furniture

• Ikea

• Mig and Tig Furniture

• C.R. Lane Furniture

And hundreds more…

Rice University

conducted a

study on the

influence

Facebook fan

pages had on

customers of a

Houston bakery.

Marketing On & With Facebook

• 500 Million Users Worldwide

• Choose your target audience by location, age and interests

• Test simple image and text-based ads and use what works

• Promote your Facebook Page or website

• Use our "Like" button to increase your ad's influence

• Build a community around your business

• Clients who “like” your page give you access to their personal Facebook pages where you

can find valuable relationship marketing data

• Set the daily budget you are comfortable with

• Adjust your daily budget at anytime

• Choose to pay only when people click (CPC) or see your ad (CPM)

• Sell online via Facebook Marketplace

• In January 2010, the average American spent 7 hours per month on Facebook according to AC

Nielsen.

Facebook Advertising Case Study

Marketing with Twitter

Competitors & Potential Clients on Twitter• IndoMeuble

• Stuart Melrose

• Fidarsi Furniture

• Arhaus Furniture

• Art Van Furniture

• Ashley Furniture

• Furniture Zoo

• Star Furniture

• Flax Furniture

• Corsican Furniture

• Circle Furniture

• The Furniture Bank

• Bowen Furniture

• Resource Furniture

• Pickett Furniture

• Copenhagen Furniture

• Furniture Supermart

• Indigo Furniture

• JB Furniture

• Crescent Furniture

• Havertys Furniture

And hundreds more…

Marketing with LinkedIn

• 1.3 Million small businesses are using LinkedIn.

• Target ads to other businesses’ professionals based on geography, industry, or job title.

• Targeted ads can be scheduled during selected high traffic times to get the best ROI on your advertising budget.

• 75 million members in over 200 countries

• Executives from every single Fortune 500 company have LinkedIn profiles.

• Create a professional community to network with your prospective clients and business contacts.

• Get visibility for potential business opportunities and partnerships.

• Post company blogs on LinkedIn

• More than 500 groups related to furniture are already networking on LinkedIn.

Furniture Companies on LinkedIn

Ashley Furniture - Basset Furniture - Nebraska Furniture Mart

Steelcase - Art Van Furniture - Home Line Furniture

Dallas Market Center - Leathercraft - S.P. Richards

The Phillips Group - The Living Zone - Furniture Link International

Herman Miller - My Home Wholesale - P&M Furniture

MFC Group - Hearn Furniture - Atlantic Furniture

Modloft Furniture - Wholesale Interiors Inc. - Argent Décor

Premium Home Décor - Design Mart - Paprika Furniture

Harsey & Harsey - Sun Country Furniture - Euro Concept Furniture Inc.

And hundreds more…

Competitor Company Page on LinkedIn

Company description

Tab linking connections

who follow your page

Current employees

on LinkedIn

Location and company info

Company statistics, job titles, alma maters, average

tenure, age and gender distribution of employees

Targeted ad

LinkedIn Networking Group Opportunities

Your Competitors & Potential Clients on

YouTube

• Wholesale Furniture Brokers

• Ikea

• Tres Amigos Furniture

• Décor Direct

• Rose Brothers Furniture

• American Wholesale Furniture

• Green Front Furniture

• Manhattan Home Design

• Stanley Furniture

• M&S Furniture

• Forthill Home

• Ashley Furniture

• Hadleys Furniture

• Steelcase

• Herman Miller

Photostreams on Flickr

Your Competitors on

Flickr

• Herman Miller

• Steelcase

• Ikea

• Copenhagen

Furniture

• KMP Modern

Furniture

• Kraft Furniture

• Artek

• Arne Jacobsen

And many more…

Slideshare – the Power of PowerPoint Online

Your Competitors on

Slideshare

• Ashley Furniture

• Whitehall Furniture

• Steelcase

• Ikea

• Costco

The Power of Blogging

Potential Online Media

for Blogging Exposure:

• Blogger.com

• Sharepoint

• Wordpress

• Examiner.com

• Huffington Post

• Thoughts.com

• Xanga

• LiveJournal

• Your Company

Website

“Search Engine Optimization” (SEO) is a key buzz

word gaining traction in business marketing strategy

today. The concept is simple: more content

available on the internet about your company =

greater likelihood of traffic to your websites.

Blogging allows you to:

1. Establish your company as an expert in its subject

matter.

2. Create brand recognition

3. Disseminate PR news and company status

updates to the public for free

4. Build relationships with your readers and get their

feedback

Social City on Facebook

Playdom will sell

advertising space on

contracts users

engage to move

forward in the game.

You can have a

contract named after

your company and

link it to your website

or desired video or

html advertisement.

This is also a good

opportunity to place

targeted ads on

Facebook.

Playdom games have

more than 44 Million

monthly active users.

Monetization through Marketing Surveys

and Special Offers

Playdom and other

social gaming

applications provide

businesses the

opportunity to advertise

or do market research

by offering their players

free game currency to

purchase virtual goods

or advantages in their

games for free when

they complete your

survey or special offer

instead of buying game

currency them directly.

City of Wonder on Facebook

May 19, 2010, sports

television network

ESPN has signed a 2

year contract with

Playdom to partner in

undisclosed ways on

games.

May 10, 2010 –

Financial Times reports

that social gaming has

developed into a multi-

billion dollar industry.

July 2010, Disney

bought 2 year old

Playdom for $763

Million.

Special Offer Monetization

Frontierville on Facebook

As of November,

2009, Zynga games

were getting 100

Million unique

visitors per month.

In January 2010,

Zynga gamers

raised $1.5 Million

for the Haiti Relief

Fund.

Zynga games are

featured on iPhone,

Myspace,

Facebook and

MyYahoo!

Café World on Facebook

Recommended reading for social media:

• http://www.marketwire.com/press-release/Social-Media-Use-Exceeds-Email-Among-B2B-Sales-Professionals-1320805.htm

•

• http://www.helium.com/items/1953999-why-social-marketing-is-an-important-part-of-seo

•

• http://www.socialmediaexaminer.com/5-new-studies-show-facebook-a-marketing-powerhouse/

•

• http://www.insidecrm.com/features/facebook-marketing-toolbox-012308/

•

• http://blog.exoconseil.com/Exo_Blogue_Marketing_B2B/bid/22862/Twitter-Marketing-101-How-to-get-started

•

• http://www.fridaytrafficreport.com/

•

• http://www.clickz.com/clickz/column/1714302/blog-marketing-strategies-how-measure-them

•

• http://www.socialmediaexaminer.com/6-powerful-linkedin-marketing-tips-for-small-businesses/

•

• http://www.toprankblog.com/2010/03/linkedin-marketing-tips/

•

• http://pr-usa.net/index.php?option=com_content&task=view&id=488835&Itemid=29

•

• http://www.insidesocialgames.com/2009/10/01/calcuating-how-playdom-is-making-50m-from-28m-users/

•

• http://www.socialtimes.com/2010/03/the-economics-of-facebook-games/

•

• http://www.dmconfidential.com/blogs/column/Marketing/2780/