1.Social Media MarketingUniversity of Toronto, School of ContinuingStudiesMarch31, 2011Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn

2. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 3. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 4. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 5. LISTENING & STRATEGY 6. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 7. 2 8. 2 9. 2 10. 2 11. 2 12. 2 13. 2 14. 2 15. 2 16. 2 17. 2 18. 2 19. PLATFORM APPROACHRECOMMENDATIONS 20. Where to start? Strategy Know your business objectives and how you will measure success before investing much time or money Specific instructions on how to use each tool is available by searching Google with specific questions Mostly, just look on the site for the help ? Or, ask people on the site how to Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 21. Strategy Determines Tools Blog/website Business Purpose Who do you want to talk to & why What do you want to convince them of? Facebook Socializing website with a large audience, many of whom are entrepreneurs/business owners there for networking Twitter Business networking, sharing site LinkedIn Professional connecting & networking Consider the culture of any social networking website and how your competitors are using it, to determine your approachDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 22. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 23. Creating a Humanized BrandSource: Jay Baer http://www.convinceandconvert.comDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 24. Content Gravity Your content style will attract audience of a similar mindset, from around the web (Google, Twitter, facebook, etc.) Hard sell Entertaining / humorous Helpful, useful content (instructions) Complaining, negative, cynicalDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 25. Content Gravity: Currency Bloggers employ content gravity to develop an audience that will help them and their cause spread Social media community Currency includes: comments conversations ReTweets sharing growing # of friends / followers connecting with important peopleDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 26. Content Gravity: CauseMarketing The Cause Marketing community & social entrepreneurship Charity donations significantly down in past year People needing charity help significantly increased since economic crisis Attracts positive people to your content & encourages sharing of your content, earning more positive currencyDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 27. Shel Israel: Lethal Generosity The concept that social media is built on a culture of generosity. The people who use social media to give information, ideas and sometimes money to the community become the most influential. Lethal generosity is using social media to screw your competition (sic) to the benefit of your mutual customer.Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 28. Lethal Generosity Molson donated $20,000 to keep TTC trains running free for 2009 NYE partygoers as part of their branded campaign of community responsibility. They then invited Labatts to join them in the effort. If Labatts declined, would they be supporting irresponsible drinking? If Labatts said yes, would they be following Molsons thought leadership?Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 29. Accessing Blogger Audiences Donate Content Bloggers want interesting and relevant content to develop loyal audiences. Subject matter sources: Comment reaction to corporate activities Mass media journalists and authors are blogging and watching Twitter, so social media chatter can result in mass media publicity High SEO using brand names Write blog posts that express their reactions to news, events, other businesses in their fields Relevant blogs they can link to & comment on (leaving their own trackback/link, improving Google index) Outreach from brands/businesses, asking blogger to objectively review activity, product or serviceDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 30. Keys to Consumer Sharing &UGC The more your content includes these key elements, the more likely the your content will be shared and will generate audience participation1. Emotion Humor Family, Friends, Pets Environment Charity / Social Needs2. 15 seconds of fame Recognition within social sphere and beyond3. Social Currency Discounts Coupons Exclusive access to products, etcDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 31. Example of AudienceParticipationDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 32. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 33. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 34. Conversation Map Conversations / chatter will be encouraged by campaign activities NOT linear or controlled by advertiser Includes encouraging UGC Advertiser can turn the tides of conversation sentiment by hosting conversations within control & encouraging distribution out to webDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 35. CONVERSATION MAPFacebookConversations arecontrolled by you onyour blog/profiles only- Encourage the typeof conversation youwant them to postelsewhereYouTubeBlog Google Twitter 36. Blog: Optimized for SocialMedia Include links to: Facebook fan page Twitter profile YouTube videos And reasons why they want to continue to connect on other platform Facebook Connect developer app is TWO SIMPLE LINES OF CODE that allows anyone who interacts with your site to share it to facebook Include on your blog applications that automatically display the feed of (and links to) Twitter conversations YouTube channel feed on blog or in postsDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 37. Social Media TAKES TIME Tonight is just one of many conversations you will have in your life that touches on social media in the future, you can be the most knowledgeable person on your subject matter of choice Your friends in social media will help you (keep you informed, send you suggested links), as you help themDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 38. Making the Most of Your (Tiny!)Facebook Ad BudgetDebbie Horovitch@Debbie_h2o#pcto11 #CMChat Intern: @BLOGATRONDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 39. Two Points: Currently, you can use the Facebook Self-Serve Ad Manager to research market sizes and plan marketing expenses, with no cost. On Facebook CPC (Cost-Per-Click) campaigns you can use the system itself to optimize your campaign to the most cost-efficient and best performing ad. Test ad messages & creative with FAST results, before committing to a newspaper or magazine ad that cant be changed. Optimize your investment achieve the highest CTRs (Click-Through-Rates) = lowest cost per clickDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 40. Please join a new Tweetchat For & About Community Managers #CMChatSunday March 6th, 2011 7:30 8:30pmDebbie Horovitch @Debbie_h2o Friend request me on FacebookConnect to me on LinkedIn Intern: @BLOGATRON Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 41. Longtail of digitalcommunications Social media conversations last forever Keep it nice! Present yourself as helpful, interested, interesting & good to know in real lifeDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 42. FACEBOOK TECH 43. Facebook Fall 2009: Facebook has achieved Canadian critical mass: 1,469,000 18+ within 50 miles of Toronto 581,920 18+ within 50 miles of Vancouver Spring 2010: 1,429,240 18+ within 50 miles ofToronto 613,030 18+ within 50 miles ofVancouverDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 44. Facebook Strategy Engage audiences & encourage interaction/sharing though multiple touch points: general fan page Engage audiences on fan page with Keys of Viral Advertising campaign on facebook Engagement ads are on right side of HOME page (most traffic) Performance ads are on right side of profile, etc. pagesDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 45. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 46. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 47. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 48. Why people Like a Brand on FacebookBased on its study of 1,500 Facebook users, ExactTargetconcluded that 38% of online U.S. consumers Like (formerly Fan) a brand on the social networking site. And the average fan Likes nine different brands, giving you plenty of opportunity to find your way into potential customers news feeds.Heres the breakdown of why users might Like your brand, illustrated by the percentage of respondents who said that they use Facebook for the listed activity:40% to receive discounts and promotions39% to show my support for the company to others36% to get a freebie34% to stay informed about the activities of the company33% to get updates on future products30% to get updates on upcoming sales29% for fun or entertainment25% to get access to exclusive content22% someone recommended it to me21% to learn more about the company13% for education about company topics13% to interact65% of Facebook users only access the site when theyre not at work or school typically meaning early morning or evening. That means that if youre making social media only a partSource: a 9 to 5 work be online.might be missing out on connecting withresearch during the times of Exact Target you theyre likely to day, Subscribers, Fans & Followers consumers serieshttp://email.exacttarget.com Planning Debbie Horovitch - DH Partners Media- Twitter: @Debbie_h2o Facebook - LinkedIn 49. Facebook fan page:Interaction Engage fans: Reward them for regularly returning by: Announcing upcoming events exclusively to fb fans Creating mini-events just on facebook Asking questions that include keys of viral sharing Ask for the fb fans help: Help us select the winners Post voting options on facebook page with link to blogto vote Follow up: Post winners & winning entries selected on blog to fb fan pageDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 50. Facebook ad campaign Can be done for less than $10 up to $100,000+ Select target by: geography, demographics passions, hobbies Fan page/group participation, or profile favourites Oprah Winfrey Mad Men The View Ellen Degeneres True BloodDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 51. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 52. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 53. TWITTER TECH 54. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 55. Twitter Audience is small, but active & growing rapidly they are characterized as tech, mobile & social media influencers URL Shorteners What appears to be malicious links to new users is actually one of the most important tools Blog posts and video, MP3s, etc produce long URLS that need to be shortened to fit Twitters 140 character/Tweet limit http://bit.ly/ most common, Twitters defaultshortener Tracks CTRs of bit.ly URLs clicked from around the web Place in hyperlinks anywhere on email, documents,Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn web 56. Twitter Strategy is to capitalize on Twitters: Culture of generosity Most active users tweet, blog, ReTweet about you & your content Facebook status update application Automatically update fb status with Tweetsto grow your following and achieve your business or personal objectivesDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 57. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 58. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 59. Twitter: Setup Twitter account attached to 1 email address Can change username/ID, but becomes recognizable, so limit change frequency Change/adjust during periods in between An unused username can be taken by anyone Avatar/Icon picture can be changed, but also becomes instantlyDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 60. Twitter: Interaction Tweets: Conversational Often Include hashtag, so classic users can can identify and isolate #campaign conversations Include links to TwitPics, YouTube videos Participate in FollowFriday #FF: recommend others and help them grow their followingDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 61. Twitter: Interaction Engage users directly by addressing their @name (especially when ReTweeting their #campaign content) Its OK to send some repetitive content only the followers who are watching the stream at the time you Tweet will see it, unless: Includes @username They are following your updates on mobileDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 62. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 63. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 64. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 65. MEASUREMENTMETRICS 66. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 67. What to measure? Facebook fan page fans, adcampaign metrics Twitter chat search mentions of @comapny or #campaign Track RTs and note their audience Blog mentions/links Google alerts Media mentionsDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 68. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 69. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 70. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 71. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 72. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 73. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 74. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 75. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 76. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 77. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 78. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 79. Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 80. Length of Sales Cycle Repeat Customers Customer Retention Rate New Leads Referrals Transaction Value Customer Lifetime Value Conversions (subscribers to sales Website purchases Organic search > sales % of converted leads (offline vs.Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 81. Shorter Issue Resolution Time % of issues resolved online vs. offline Decrease in support calls Recruiting costs Training costs % of Account Turnover Overhead Costs of Communication Viable Community-Driven Innovation Concept-to-Development CycleDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 82. Brand Loyalty Sentiment Share of Conversation Frequency of Mentions Net Promoter Score Subscribers Engagement Levels Inbound Links Votes, Tags, Bookmarks Fans, Followers, GroupDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 83. Mobile Apps: Foursquare Important for business community engagement, branding, driving retail? Game element some people like it!Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 84. Mobile Apps: Gowalla Not nearly as large population Superior tech like Beta vs. VHS?Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 85. Virtually everyone participates 400 million users on Facebook Largest online photo gallery existing 75 million+ users on Twitter Fastest news from around the world, to your palm Phenomenally fast growth during Spring 2009 Users access from computer or mobile via text or web 75 million+ LinkedIn users 150 million+ blogs published 75 million+ videos on YouTube, with over 2.5 billion views per month + indicates a growing & evolving population figures as of Fall 2009; current population reports available onlineDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 86. Traditional Media are GettingInto Social Media Publishing,TooDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 87. CBCsBeingEricaDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 88. Twitterville ShelIsreal published his book Twitterville in Fall 2009, named after the phenomenon of creating your own worldwide community of people who share your interests NOW. You can engage your Twitterville anywhere,anytime. Conversations and content are open to worldwide audiences (even if intended for local target), defined by their shared passion for the niche content/subject matter Audience development/growth (especially forniche subjects) supported by Google indexing allpublishing platforms to return relevant searchresultsDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 89. Broad or Niche Content Subject? Broad subject matter can draw a very large and varied audience (demographics/psychographics) Celebrity News But it is a highly competitive marketplace and many have already established their brands to the level of mass adoptionDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 90. Broad or Niche ContentSubject? Niche subjects create a smaller, powerful community of people globally who share interest in subject matter and may be looking to purchase right now A very successful niche campaign is measured less by quantity of impressions/interactions/experiences (they are a much smaller group) and more by the business results they achieve Social media chatter & mass media publicity Conversion of comment/chatter sentiment byDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn % 91. Who talks the most Majority of social media activity is created by a small percentage of platform participants Bloggers citizen journalists, publish totheir blogs and promote blog on socialmedia Traditional media broadcasters, publishers,journalists, talent, celebrities Twitter (despite low overall penetration) the people on Twitter who are active usersare generally very active & connectedelsewhereDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 92. Who talks the most Bloggers want to rely on more than just Google search results to promote their content, so they use social networking sites Their niche content defines their audience and each community by similar interests & subject Twitter, facebook, LinkedIn, YouTube DIGG, Delicious, StumbleUpon Mobile appsDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 93. Mobile Apps: Foursquare Important for business community engagement, branding, driving retail? Game element some people like it!Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 94. Mobile Apps: Gowalla Not nearly as large population Superior tech like Beta vs. VHS?Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 95. Turning the Tides of Web 2.0 ConversationsSOCIAL MEDIACONCERNS 96. Public Customer Service If you do something (offline or online) that angers people or impresses people or intrigues people they will discuss it online; shareexperiences with their community honest, unedited Blogs Facebook Twitter YouTubeDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 97. Addressing Negative Viral/PR Crisis response has changed fromannouncement to conversation Source: www.Davidhenderson.com Address the issue early, in the social media sphere your responses will be RTd and blogged about, contribute to changing the perception of corporate dedication to Relevance Openness Transparency AccuracyDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 98. RESPOND TO ONLINE FEEDBACK & CS COMPLAINTS ONLINE:UNITED BREAKS GUITARS3.2 million viewers in 10 daysSource: www.Mashable.comUnited has not publiclyaddressed or demonstrated adedication to resolve thecomplaint (in social media), soit continues to appearuninterested in achieving aresolution.Negative PR in SM can bemitigated by showing massaudiences in SM thecorporate dedication to CS. 99. DO NOT CREATE ONLINE VIRAL NEGATIVITY UNNECESSARILY:KETCHUM VP / FEDEX CLIENTInappropriate:Ketchum VP, upon visit toFedEx HO city, Tweetsdisparaging comment about thetown.FedEx was rightly angered bythe comments, but made theentire conversation go viral bypublically responding andslapping the VP.Source:www.davidhenderson.com 100. Comcast CaresDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 101. Rogers Twitter CSDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 102. Richard@DellDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o Facebook - LinkedIn 103. Thank YouDEBBIE HOROVITCHDH PARTNERS MEDIA PLANNINGTWITTER: @DEBBIE_H2OFACEBOOKLINKEDINDEBBIE@DHPTORONTO.COM416-276-8927