WHAT IS:

FACEBOOK – Social Networking Site (SNS)

Online personal content management site where registered users gather,
setup individual and unique profiles/landing pages, upload photos, play
music, games, interact and share information amongst their online
community and customize their experience as they would their lives. 98%
of these users correctly/truthfully report where they live, gender, age,
employment and education history and promptly report important
changes in their daily life. This particular SNS is more capable of reporting
on ROI and web traffic than that of other sites such as BEBO, Hi5,
MySpace, Classmates and more.
WHAT IS:
TWITTER – Micro Blogging; A Feed
Real-time update-driven site that allows for simple interaction and
posting. Quicker and simpler than blogs themselves, it has moved to
the current forefront of social media communication, online buzz and
driving web traffic.
It can also act as a feed, or news feed (RSS Feed). Like a permission-
based radio signal dialed in to your email inbox or special software
on a customers’ computer. Every time a new post is made,
subscribers to your Feed will be notified.
WHY PERFORM:
FACEBOOK & TWITTER
1.  Diversification, publicity, brand expansion and increased reach of marketing
at a nominal cost.
2.  Recall is easier if your brand knows no borders and is in more places as part
of the peer-to-peer conversation that can provide a sense of 'instant-
gratification' for consumers (they feel heard).
3.  If budget is limited, this is a cost-effective way to increase your audience
daily - and very effectively track their behaviors in real-time.
4.  Human engagement drives preference and instills loyalty - the competition is
engaged, thus ensuring that this Social Media Marketing must be an option.
5.  Innovation in marketing communication leads to growth in value, and while
users customize their online experience with a more personal touch, brands
can build stronger bonds and trust through active fans in a web-driven
society.
6.  Social media will help you retain customers and gives them a reason to
come back even when they're not buying.
7.  Customers care what others in their community think over what brands think,
and will therefore will seek each other's reviews and experiences in these
realms.
WHY PERFORM:
FACEBOOK & TWITTER
Increase social reach of Public Relations with new channels for -
•  Customer Relations - Answer questions, create content relevant to your
customers and respond to comments about your brand
•  Crisis Management - Direct fans/followers to additional resources,
explanations, real-time updating
•  Corporate Reputation Management - Become a thought leader and provide
expertise and add value by engaging in open conversations
•  Event Coverage - Give event info, behind the scene coverage, talk to attendees
•  Product Promotion and Sales - Give links to promos, insider info on sales,
replies, direct messages, etc…
•  Issue Advocacy - Make mission/vision aware to public and give insights
to influential traffic
WHY PERFORM:
FACEBOOK & TWITTER
Social Media exposure in general generates a 95% brand recall rate and:
•  More engagement, participation, involvement, attention and
ultimately – trust; 40% of People that are fans/followers of a brand remember it
when buying on the street (Deloitte 2008 Tribalization of Business Survey)
•  Longer duration of time spent with brand, prolonged interaction –
The USA has over 111.2 Million Facebook users (and growing), and the average user
spends at least an hour per day on Facebook (Nielsen)
•  Increase in value of use of time with brand (i.e.: conversation and user
generated content) – 75% of the Top 100 Websites in the USA utilize Facebook
Connect, increasing ability for back links and social media marketing to assist in
Page Rank. More users can link their Facebook accounts elsewhere.
•  Greater likelihood of referrals, advocacy, evangelizing, and loyalty
- 71% of social media users share recommendations on brands, products and
services on social sites at least once every few months (Razorfish Social Marketing Survey,
2009)
WHY PERFORM:
FACEBOOK & TWITTER
The 3 out of 4 Americans that currently use social technology, visit
these sites regularly to intake information and receive news. 42% of
female respondents use it to keep in touch with friends.
(Forrester, The Growth of Social Technology Adoption, 2008)
WHY PERFORM:
FACEBOOK & TWITTER
1.  66% of the world's Internet population visit a social network, and
growing, the sector now accounts for almost 10% of all internet
time. 57% of Facebook users are female. (Nielsen Research, 2008)
2.  Time spent on social networks is growing at 3x the overall internet
rate, online social networks have overtaken personal Email to
become the world's fourth most popular online sector after search,
basic web sites and PC software applications. (Nielsen Research, 2008)
3.  89% of US adult Internet users send content others. 63% do so at
least once per week, and 25% share content nearly daily. As many
as 75% of the respondents to the survey forward content to up to six
others. Overt branding only has a slightly negative effect on a social
media viral campaign. (Brandweek reports on a report from Sharpe Partners,
January 2006)

4.  As of December 2008, 49% of adults age 35-54 have created and
regularly use social profiles on Facebook and Twitter (Comscore/Pew
Internet Industry Report)
WHY PERFORM:
CONTESTS FOR FACEBOOK & TWITTER
1.  According to Jupiter Research in 2008, 59% of internet users were
participating in online contests and sweepstakes, and it has become a
very popular pastime for consumers, particularly women, for whom this
activity ranked among the highest overall.
2.  Businesses that offer contests have twice as many Social Media
followers than that of businesses that do not. (Nielsen Research, 2008)
3.  55% of social media users like to enter sweepstakes/contests at least
once a month and prefer hot, trendy gadgets. (Nielsen Research, 2008)
4.  ‘Squarespace’ offered iPhones which turned 815 Twitter followers in to
32,000+ with a 60% increase in site traffic and 20% increase in services
usage. (90 days - Social Media Hacks 8/2009 via Mashable)
5.  ‘MoonFruit’ offered MacBooks and iPhones and their following grew from
450 to 44,000+ with a 600% increase in web traffic, 100% increase in
service usage, 82% increase in positive sentiment/back links and their
campaign had to be halted due to the overwhelming response. (90 days -
Social Bug 7/2009 via Mashable)
HOW DO WE DO:
FACEBOOK & TWITTER
•  Define goals and objectives; Audience analysis; Listening Program
(Alerts, Blog/SNS search)
•  Establish Facebook and Twitter Presence for “Your Brand/Product/Service/
Promo”; Social Media viral or brand tone planning and decisions required
(2 weeks before launch)
•  Content planning, creation, content/editorial calendar; Disclosure/legal
language development; Social media policy
•  Talking/Benefits/Unique Selling points, video URL or video file, product or
product coupon and audience incentives as well as graphics created
(backgrounds, icons, photos, etc…)
•  Monitor traffic, clicks/page views (unique/return), discussions/comments,
sentiment, locale, gender, age, possible income/school/work, participation
insight (specify popular content) and recommend adjustments
•  Daily Maintenance (3 to 5 times), Procure testimonials, screenshots and
feedback; Bi-Monthly reporting of traffic, insight and more
HOW DO WE DO:
LISTENING For Social Media Planning
Monitoring how the web mentions your brand, your industry and competitors is a
necessary part of the social media process. Plan to create strategic conversations
and develop content from tracked postings. Listening helps ensure the brand
reputation is managed, and the proper publicity channels are maintained and some
of the services below will be utilized.

The project lead will provide bi-monthly reports on web traffic, direct clicks, screen
capture/records of customer insights, activity, testimonials and more as part of the
complete Facebook and Twitter report.
Blog Listening - Alerts; blogsearch.google.com, icerocket.com, yacktrack.com, technorati.com,
blogpulse.com/conversation, customscoop.com, ubervu.com, sensidea.com/socialseek, collective

Twitter Listening - twitter search, oneriot.com, collecta.com, tweetsentiments.com, trendsmap.com,

twitterpowersearch, monitter.com, backtype.com/connect, tweetbeep.com, twittalyzer.com,
cotweet.com, tweetfeel.com, tinker.com, twitturly.com, trendistic.com, twazzup

SNS Listening - Facebook Search, MySpace Search, Orkut Search, thesearchmonitor.com,

addictomatic.com, socialmention.com, buzzstream.com, samepoint.com, howsociable.com

Forum and Social Bookmarking Site Listening - reddit search, stumbleupon search, digg
search, boardreader.com, boardtracker.com, ScoutLabs, Alterian, Attentio, DNA 13 Media Monitor
HOW DO WE DO:
LISTENING For Social Media Planning
Measuring sentiment against year after year growth before and after instilling a
social media promotion or program can give you hints as to what is driving
transactions. Are your brand’s mentions/conversations carrying a negative
tone or a positive tone? We’ll find out if trends are positive or negative towards
your brand or promo and whether back links are preferred for promotion or not
and some of the services below will be utilized. Measuring is more about
monitoring perception, emotion and engagement. It also helps craft more
targeted content.

The project lead will provide bi-monthly reports on web traffic, direct clicks,
screen capture/records of customer insights, activity, testimonials and more as
part of the complete Facebook and Twitter report.
Sentiment Listening- Alerts; twendz.com, tweetfeel.com, viralheat.com, sentimentmetrics.com,
crimsonhexagon.com, brandwatch.net, technorati.com, radian6.com, trendsmap.com, scoopler.com,
woriosearch.com, tweetsentiments.com, scoutlabs.com, jodange.com, trendrr.com
HOW DO WE MEASURE:
FACEBOOK & TWITTER - Monitoring
Baseline established from which to measure (Before vs. After)
• Track leads – Visitors; Chart top sources of traffic and referrals
•  Engagement Duration – How much time is spent with brand online and
if community usage increasing
•  Bounce rate – Review if referred traffic leaves too quickly
•  Network Size/Activity – Reach; Review whether or not fan/follower base is
growing and the frequency
•  Activity Ratio – Comparison of active members versus total members as well
as performance review of individual links/clicks, participation quantity in surveys,
downloads
•  Conversions – Sales figures from prior quarter/year required to ensure results
delivered; Measure year after year growth before and the year after year
growth after
•  Sentiment – Quantity and analysis of negative and/or positive mentions
•  Loyalty – Return visits, sharing and amount of consistent/repeated actions
•  Virality – Review of how far and where messaging spreads
WHEN TO DO:
FACEBOOK & TWITTER
All the time. If you’re not doing it, do it. Start by monitoring and
listening. Create a social media policy. Read pertinent blogs that may
align themselves with your brand’s message. Plan content. Set up
accounts with these two channels and learn the technology. Play
around with it. Add sharing features to your site. Engage and create.

Get used to having a bit less control as well. It’s now or never.
EXPECTATIONS FOR:
FACEBOOK & TWITTER
Social Media Marketing Goals*:
1.  Drive targeted web traffic, increase overall web traffic to your-site.com and accrual
of at least 100+ fans and followers each month.
2.  Increase sales/conversions, registrations on “Register” page, as well as inbound links
to your-site.com and increased leads while decreasing costs on possible customer
issues.
3.  Widespread virality, decreased bounce rate on your-site.com homepage, and
increase in referral traffic by up to 15 new sites/prospects sending traffic per month
as well as obtaining testimonials.
*Goals are different for every organization.
 Questions?
We’ve got answers.