Social Media Marketing

for beginners

HULT Marketing ClubMamiko KunoRakshit Joshi

Blog and

What is Social Media? Why do companies have blog? What are people doing with Twitter? Are there any tips to use social media? Are there any companies which use social

media successfully? How to start social media?

Agenda

I. IntroductionII. Social media overviewIII. Social media marketingIV. Case studies

i. Blogii. Facebookiii. Twitter

V. Harvard class team-project

Introduction

• People are more and more active online

• Social media is growing rapidly• Obama won the presidential race

with using various social media• Facebook has now 175m members

Social media overviewSocial media is information content created by

people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences.

Using the Internet Interactive

ParticipativeCreating contents Accessible

Collaborative

Social media overview

Social media is about“Socializing”

Let’s socialize!!

Social media marketing• People use online

(70% of all e-commerce transactions through web search)

• Word of mouth• Customer acquisition, conversion, retention Who is your customer?

What is customer’s need?

How customer behave?Engage with customers

Social media marketing

B2BB2C

Listen Engage

Blog• There are 112 million blogs,

with 120 thousand new articles appearing each day

• People use blog as useful information source

• Certain blogs have more readers than traditional media

• Blog readers often have their own blog; therefore news spread quickly in the blogosphere

Why companies have blogs?

• Provide information directly to customers

• Frequent update makes customers visit to the website

• Frequent update is also effective for Google’s page rank

BlogWhat should I write in the

blog?

• Think about customer’s needs

• Find key words which customer use

• It could be PodCast or Video blog according to customer preferences

How should companies deal with blogs?

• Better to watch. What do others say about your company/product

• Take actions if needed• Best way to monitor is

making your employees bloggers. But you need a clear rules

Blog

http://www.ibm.com/blogs/zz/en/index.htmlIBMers' blogs

Facebook

http://money.cnn.com/2009/02/16/technology/hempel_facebook.fortune/

Facebookaerie by american eaglehttp://www.facebook.com/home.php?#/aeriebyamericaneagle?

v=box_3&viewas=1074977033Coca-colahttp://www.facebook.com/advertising/?src=pf#/coca-cola?

v=wall&viewas=1074977033 Over drive social media maphttp://www.ovrdrv.com/social-media-map/ Domino Pizzahttps://www.superbigtastebailout.com/

Twitter http://twitter.com/home • Union Square Ventures, Digital Garage, Spark Capital, Bezos Expeditions invested in Twitter with $22 M in total

• Acquired a Twitter search service “Summize” in 2008

• Twitter declined the acquisition proposal from Facebook in November 2008 ($500M?)

• Average # of following: 69• Average # of followers: 69.5• The person who has the largest

number of followers is….

640,000 followershttp://twitter.com/BarackObama

•Started since Aug. 2006 and the company is founded in May of 2007•Message has to be within140 words•Real time information•4-5 million users in 2008•70% of users started in 2008•5,000-10,000 accounts / day•The primary users of Twitter are from 35 to 49 years old (42%) •Many of them have access even from the office

Twitter

Starbuckshttp://twitter.com/Starbucks Googlehttp://twitter.com/google

Dell is crazy for Twitterhttp://www.dell.com/twitterhttp://twitter.com/dellhome

Twitter

Social media marketing project

• B to C SummitPost.org marketing planMamiko Kuno

• B to BPromoting Green ProductsRakshit Joshi

SummitPost.org

Amy FredricksonMamiko KunoThuy-Lieu Vu

 Agenda

I. BackgroundII. Business ObjectivesIII. SMART Social Media Marketing ObjectivesIV. SWOT AnalysisV. Marketing Problems and OpportunitiesVI. Target MarketVII. Marketing Communications

I. Online MediaII. Social Media

VIII.MetricsIX. Budget - Revenues and ExpensesX. Timetable

SummitPost.org• Collaborative content website for climbers and hikers• Opened in 2001 and 43,000 members profiles (20,000 in US)

with approx 10,000 active users• Climbing sites info, travel reports, products reviews

I. Background

Limited revenue source↓

Additional revenue source

Lack of interactionLittle exposureNo scalability

↓Social media marketing

II. Business Objectives1.  Continue to build on the existing content on trail information, experiences, and product and trip reviews. 2.  Increase user activity and engagement on SummitPost.org.  3.  Generate revenue by partnering with brands such as Patogonia, Arcteryx, Columbia, North Face, and Keen to sell products that are reviewed on the site. Commission will be earned on each sale.  4.  Generate revenue by partnering with hotels and travel agencies such as hotels.com and Expedia to help users plan trips to locations that are reviewed on the site.  Commission will be earned on each trip booked.

III. SMART Social Media Marketing Objectives 1.  Develop Ning Community        After 3 months: 300 member profiles        After 1 year: 1,000 member profiles 2.  Create Facebook Fan Page        After 3 months: 300 fans         After 1 year: 1,000 fans

3.  Create Twitter Account        After 3 months: 100 followers         After 1 year: 500 followers 4.  Develop YouTube Channel        After 3 months: 50 videos posted        After 1 year: 250 videos posted 5.  Monitor Blog Activity        After 3 months: 5% of viewers post a comment         After 1 year: 8% of viewers post a comment

IV. SWOT AnalysisStrengths• Most comprehensive site of its kind• Already has 43,000 members (globally)• 14,000 member active daily• Free to partake in community • Accessible anytime from anywhere • Allows users to generate their own

content

Opportunities• Large number of members show there is

existing demand to connect with fellow climbers

• Already has extensive reviews of products and trips, so making these things available for purchase is a logical step

• There are climbers hikers across the US--it is not limited to small regions

• Can easily expand to other outdoor activities (scuba diving, camping etc.)

Weaknesses• No existing brand• Site design and organization is lacking• Site currently does poor job of tracking

user activity • Site wholly depends on users

generating content • Monitoring and managing high volumes

of content takes a lot of time

Threats• Climbing is niche market, so there is an

upper limit to target as it stand now• Climbing is not an everyday activity, so

could limit activity on site• Many existing SNS competing for user's

time• People are less likely to travel or buy

climbing products when economy is poor

V. Marketing Problems and OpportunitiesProblems• Need to establish a brand• Only 1/3 registered members are active

users--which shows that many users are not engaged enough to keep coming back to the site

• Registered members already have a profile on the website, so it may be difficult to get them to make another on the Ning community

• Since revenue streams are just now being established, the media plan will have to be executed on a minimal budget

• It will be difficult to monitor content that will come to the site from the social media campaign

Opportunities• 43,000 members show there is an

exisiting interest among hikers and climbers to connect with each other

• Site was developed in 2001, so updated social networking capabilities will be welcomed

• Climbers and hikers have lots of interesting photos/videos/content to share with each other

• All social media platforms used for the campaign are free, so will only have to pay for labor

• Climbers and hikers are active and mobile, so the site can stay in touch with them through Twitter

• Spring/summer is ideal time to launch campaign

VI. Target MarketClimbing Enthusiasts (60%)

• 20-50 years old (average 40's) • 70% male and 30% female • Climbing at least five times a

year • Frequently visit SummitPost and

other climbing related websites • Already a member of

SummitPost or a friend of members

• Passionate about climbing and willing to share information

• Keen to the new information of climbing

Recreational Climbers (40%) • 20-40 years old (average 30's) • 70% male and 30 % female • Interested in climbing and other

outdoor sports • Active in Facebook with 50+

friends and access frequently • Active in online communities

such as Ning • Open for information sharing

online • Actively socializing and

interacting online

VII. Marketing Communications

• Online Media– Drive users to social media platforms and back to

the site

• Social Media– Increase user engagement

i. Online Media• Search Engine Marketing

– Google AdWords campaign

• Email campaign promoting events, contest and updates will be on a monthly basis 

• Contest Promotion– Over the course of 3 months, members submit their coolest/most

outrageous videos– Users vote and the winner receives an all expenses paid trip with

the value to $1,000

ii. Social Media• Members, Fans, Tweets, Viewers will be easily connected by widgets, chicklets, and RSS feeds

SummitPost.org

Objectives MetricsNing Communitry

300 members profiles/3 months1,000 members profiles/12 months

Number of member profileson Ning community

Facebook page300 fans/3 months

1,000 fans/12 months

Number of fans on Facebook page

Twitter account100 followers/3 months500 followers/12 months

Number of Twitter followers

YouTube channel50 video post/3 months

250 video post/12 months10,000 video views/12 months 

YouTube posted videos

SummitPost.org blog5% of visitors post a comment/3 months 8% of visitors post a comment/12 months

Google Analytics

VIII. Metrics

Social Media 2.0Project Presentation

    Promoting Green Products to Higher Educational Facilities

RAKSHIT JOSHI

Overview of GoGreen Inc.

Our Corporate Profile     

• 3rd Party Marketing Firm • Clients: Green technology companies

 • Our social networks incorporate:

o use direct marketingo use integrative marketing

o focus on Green info  • Target Market: University Students  

                       and Administrators   

Our Business Goals  •  Use social media marketing to

promote existing green product sales to the higher education sector (HED) within the state of MA.

• Use a 2-pronged social media approach to generate sales: o Target college students to put

pressure on school administrators to purchase solar/green products

o Target HED administrators to select our client's solar/green products.

Students AdminsGreek

Green Clubs

ContestsPrint AdsSchool Newspaper

Green Depts

Green Professors

Traffic Drivers Traffic Drivers

Community E.g. LinkedIn

PRESSURE

Feedback

Feedback

Feedback

Generate Awareness O Yeah!!

Community Member Impressed..

Marketing Objectives • Make our client, Evergreen Solar, the premier solar panel retailer for MA

HED schools by January 2011 • Develop social networks in the 10 top colleges in MA within first year. 

 • Produce sales leads for client in 3 out of the 10 target schools

 • Our target: 

o 50,000 students/admin in our network within the first year o 150,000 students/ admin within 3 years. 

  Our Client: Evergreen Solar - MA Solar Panel Manufacturer 

Go Green Revenue Streams:  1.) Client Advertising 2.) Ad Words 3.) Green Store                     

Client Revenue Streams: 1.) Lead Generation 2.) Branding and Exposure

Social Media Elements: Student Communities

Social Media Elements

How we are going to get students engaged?  

                            Contests• Who can sign up the most members• Green dorm room make over • Who has the greenest dorm• Green Student of the month• Build a new green technology

                               PrizesLaptops, LCD TV's, Gift Certs, Green Adventure Vacations, scholarships, future interships.  

Social Media Elements: Administrative CommunityCommunity Blog Provides: • Green Awareness:  

                    - Summarize & Link Green Articles              - MA Government Rebates & Tax Incentives for Green                - Provide Green Office Benefits & Tips        • Top 5 List of local students' Green Interests

 • A Community for Admins to discuss Green topics

 •  Personal Pages for Admins

            - Personal/Professional Profile                - Customizable apps: photos, backgrounds, themes, chicklets                  - Search for email addresses & invite friends • Fan Pages similar to Facebook pages for NPO's

 • Sponsor Page: Most Popular Green Products and Services

             - Links to client's website

  

MetricsExternal Metrics (for Clients):# of click through there website # of leads generated for our clients site # of blog posts 

                                          Internal Metrics:   A) Community Member Interaction Behaviors # of Blog readers                              # of comments/time period/different members # & frequency of key words             # of friends & contacts                   B) Audience Measures# of visits/day                                    # of member vs. non-member visits/day# of page views                                 Session TimePath through the site                         Entry Page                   C) Traffic Measures# of hits/day                                      # of impressions# of page views/day                       # of sessions/day# of Ad click-throughs                     Search engine results

Building Social Network Timeline

Client Campaign Timeline

Program Budget

Project Costs / School Per Year

1.) Server / Domain Expenses        $1,200

2.) Search Engine Optimization      $1,000

3.) Marketing Promotions                $ 5,000                                          Total       $7,200

 Additional Resources Needed:

• Web Designers                    $57,286• Graphic Designers               $51,913• Account Managers               $45,809• Blog Specialist                     $35,000

                                       Total      $190K