Social Media Marketing

Introduction & Pilot Plans for Client XYZ

Agenda

• Introductions

• What is Social Media

• Examples: Travel on Twitter

• Why it Matters

• Pilot for Client XYZ: Outline Plan

• Next Steps

What is Social Media?

• Social Media:– “In its most basic sense, is a shift in how

people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)” – Brian Solis

– Its is the fastest growing channel* on the Internet. *By channel I mean vs. search, email, content site.

Examples

Examples

Why Does it Matter?• People are spending a significant amount of time on this channel.

Which means other channels are getting less attention/time.

• Its Real Time: which means people interact very quickly (sometimes within minutes)

• It can drive engagement and ROI

• It magnifies other marketing channels, especially search

• This is a new ‘name space’ just like URLs (web site domains), time to stake out territory

• Companies are making money from Social Media in particular Twitter. For example Dell Computers ($1 Million as of Dec ’08…)

More on Why it Matters

• Usage of Social Media has doubled in the last year (from Apr 08 or Apr 09)

• ~20% of all time online is now Social Media (vs. other activity); this time is coming at the cost of other media (but some users multitask such as with TV etc)

• In some demographics and groups this is much higher; heavy users access 30x a day

• 22.7% of UK mobile internet use is Social Media

• Twitter has grown 3,712% YoY

• Many Twitter users are network nodes (influencers)

Total Time by Social Media by Major Site

Pilot for XYZ

• Objectives– Drive sales– Develop a social network– Develop tools, process and ‘name space’– Increase awareness of XYZ– Test best tool set and approach for a wider rollout across

multiple locations

• Measurement– Special Phone Number– Sales/Deals– Traffic– Others TBD?

Strategy• Set Out ‘stall’

– Setup accounts, start linking, following– Tell existing network about this channel

• Discover– Find relevant users, attract an audience

• Converse– Start sharing information and tips

• Channels– Twitter– Blog– Facebook– Bookmarking (Delicious)– Others TBD… Relevant verticals