Social Media Marketing

An Insight

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 Agenda
• What is social media
• Why Social media
• Marketing on social media
• Social media tools & measurement

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 What is Social Media
• Content generated through users
– Facebook, blogspot, youtube
• Highly interactive and engaging
– Wikis, twitter, myspace
• Personality/ relationship associations
– Friendfeed, linkedin

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 Agenda
• What is social media
• Why Social media
• Marketing on social media
• Social media tools & measurement

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 Why Social Media
• Your customers are there:
– Over 184 million people currently maintain a
blog.*
– 49% of Americans use Twitter and/or have a
MySpace or Facebook account.
– 48% of adults have either a MySpace or
Facebook page and16% of adults update their
page at least once a day.**
• It is virtually FREE
* Technorati, State of the Blogosphere, 2008 and Pew Research.
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**Online The Harris Poll, conducted between March 31 and April 1, 2009
Consumers are more informed, more
demanding than ever
• 92% of
respondents said
they had more
confidence in
information they
seek out online
than anything
coming from a
salesclerk or other
source
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Customer feedback 

Package

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 Agenda
• What is social media
• Why Social media
• Marketing on social media
• Social media tools & measurement

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Reaching out to the new age customer

• Cultivate a more significant community

• Enhance your brand
• Build relationships
• And, create evangelists along the way.

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 Social media has many applications

Product Innovation
Web
Intelligence Consumer Insight

Trend Insight

Brand Insight

Blogger Outreach

Buzz & Crisis Communication

Sentiment
Tactical Strategic
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Source: JD power associates paper on the new frontiers of social media analysis
Look who’s tweeting…

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 12
Previous
Google trends

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Previous
 We can do a topic search…
“I ordered Dominos last night…”

1) Find the relevant conversations

Post 2) Analyze the themes of conversation,

Post positive/negative/neutral, topics
Post
Post Post

Post Post
Post Post
Post Post 3) Learn about who these people are
Post that are talking
• Male/Female
• Gen Y, Gen X, Baby Boomer
• Segmentation

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 What people are interested in
“Dude, finals are next week and I
rock show ticket …”

1) Find the authors in the Tribe

• GenY – College
• GenY – Teen
• GenY – Early Career
• High Net Worth
Post • Active Moms…
Post Post
Post 2) Find the comments those authors
Post
made about anything
Post Post
Post Post
Post Post 3) Assess across a wide variety of
Post topics:
a. Media Usage
b. Attitudes
c. Behaviors
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Previous
 Agenda
• What is social media
• Why Social media
• Marketing on social media
• Social media tools & measurement

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 Some tools to measure
• Twitter Search – http://search.twitter.com/
• Google Alerts -http://google.com/alerts
• TweetLater –http://tweetlater.com
• Backtype - http://www.backtype.com/
• Boardtracker - http://boardtracker.com/
• Trendrr - http://www.trendrr.com/
• SocialMention - http://socialmention.com/
• Radian6 - http://radian6.com
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 Features of Radian6
• Understand:
Comprehensive list of
all that is written
about you and by
whom

• Measure:
What is making an
impact

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 Features of Radian6
• Engage: Assign
responsibilities

• Report:
What is making an
impact
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 Radian6
• Provides real time monitoring of social
media activity.
• Filter results by region or media type
• Segment results by social metrics
• Influencer analysis
• Integrate with webtrends

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