Bill Balderaz presents at SCORE: Using Social Media in your Marketing Plan.

1. Using Social Media in Your Marketing Plan

3. “We can't open this up to our employees, it will pull them away from work." "What about legal implications? The FDA regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable." "We lose control of our brand." Sound Familiar?

4. Quick, that's a corporate executive talking about what? Blogging? Twitter? Facebook? LinkedIn? Sound Familiar?

5. Wrong. Sound Familiar?

6. The year is 1997 and that's a conversation about email. A Trip Through Time

7. We won’t have time to check email because we spent a lot of time faxing, reading & writing memos and on the phone. Email reduced our dependencies on these communication channels. Today with the flood of email we all receive, no one has time to Tweet. Done right, Twitter and other social networks reduce the amount of email you send, just as email reduced the number of memos we all typed. Other Parallels

8. Email is purely a social application and a way to distribute get-rich-quick-scams and pornography. The same thing is said about social media every day. We've all become pretty good at sifting through the garbage and using email as a key part of our work environment. Other Parallels Other Parallels

9. Email is a fad and a disruptive element that new college grads want. Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication. Other Parallels Other Parallels

10. What is a Social Network? An online meeting place for consumers and influencers to create, share and interact with content.

12. Wikihow

13. Wikipedia

14. Craigs List

15. Newsvine

16. Yahoo! Answers

17. Digg

18. YouTube

19. Facebook

20. MySpace

21. LinkedIn

22. Amazon

23. Technorati

26. Build a presence

27. Enhance search engine ranking

28. Communicate (but not to sell!)

30. Signing up is free with valid email address.

31. Make page personal, but keep business feel.

32. Connect and network

34. To learn about the competition

35. To communicate (but not to sell)

37. Pick a username (something relevant to you), create a short bio, choose your location, add a link to the Chamber website

42. YouTube shows over 100 million videos each day

43. In the US, 13.5 billion videos are watched online each month

45. Set Clear Goals There are three kinds of people in the world: those who can count, and those who can’t

46. Set Clear Goals Can’t measure “more buzz” Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12% Take baseline metrics before campaign starts SEO metrics, social media metrics Break metrics down into quantifiable goals Mentions in blogs, social networks, links to the site… You can quantify metrics

47. Determine the Hook Set goals before determining the “hook” Questionnaire to determine need – what gets the participants excited? Examples: free sample, white paper, video, online calculator/application, stunt

48. Determine Distribution Plan Earn your way into distribution Avoid using the word “free” Look for specialized networks or “celebrity” bloggers that don’t often get pitched Rate the value of each participant and determine the pitch

49. Determine Distribution Plan Think in terms of most efficient coverage Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn and build a presence on targeted social networks Great Content + Great Distribution=Great Word of Mouth

50. Case Study: Shizuka New York Located in midtown Manhattan Cosmetology & skin care with “Eastern holistic knowledge” Featured in international media, including Marie Claire, Shape, Vogue, and Harpers Bazaar

51. Shizuka New York Following Word of Mouth program: Mention on Jay Leno Mention on CNN Home page of CNN.com E! “The Soup” The Hollywood Reporter Featured on the Today Show

52. We Set Clear Goals Branding and awareness Increased site traffic New clients

53. Used that Compelling Hook Highlighting “Bird Poop Facials”

54. Determined the Best Distribution Plan SEO Press Release Blogger Outreach Video Social Networks

55. SEO Press Release

56. Blogger Outreach Identify bloggers in key categories: Already talking Skin care Pop culture News of the weird

57. Blogger Outreach Read the blog! Clearly identify who you are Tailor your message Provide only relevant content Ask yourself again before you hit “send”

58. Video Spoof interview produced Uploaded to YouTube Embedded in press release Sent to bloggers

59. Video The YouTube Geisha Facial video – 20,000+ views

60. Web Results Ice Rocket Web results were at 3,960 at the beginning of May and are now up to 20,700

61. Summary Create a great hook, you can’t fake it Funny Useful Outrageous Taboo Find the right mix of complementary channels Measure results

62. Get Social Today Attendance and enthusiasm are half the game Dedicate time to making this work Bring wine Seek first to understand, then to be understood The conversation is going on right now, the only decision is if you will be involved

63. Questions & Comments Bill Balderaz bbalderaz@webbedmarketing.com www.webbedmarketing.com Twitter: @bbalderaz