This is the presentation shared with socStardom attendees on March 9 (http://www.twitter.com/socStardom) by Dave Evans, ClickZ.com social media marketing columnist and author of Social Media Marketing: One Hour a Day

1. SOCIAL MEDIA MARKETING Dave Evans, Author, Social Media Marketing: An Hour a Day

2. Why Social Media? “ I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge . I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out . I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings .” --Tim Berners Lee, 1995

4. The Purchase Funnel relative media spending brand awareness keyword be aware consider buy

5. The Feedback Cycle consumer-generated (Think “megaphone”) marketer-generated (Think “funnel”) word-of-mouth relative media spending be aware consider buy use form opinion talk Social content, networks, and interactions brand awareness keyword

6. The Networking Cycle contact info word-of-mouth Social Web (social media) shows up here. business card Google meet you form opinion talk

11. Touchpoint Analysis

12. Touchpoint Optimization talk-value performance Identify and focus on what gets talked about. ??? ???

13. Touchpoint Analysis There are multiple views of touchpoint analysis. Choose the one(s) that expose the aspects of your business that matter to your customers, and, that you can control. Functional talk-value Performance of touchpoint positive conversation Customer talk-value Importance of touchpoint value to customer Channel talk-value consistency of touchpoint replicable experience

16. The Social Media Channels Social Content Social Platforms BLOGS VIDEOS MICROBLOGS AUDIO (PODCAST) PHOTOS BRANDED SOCIAL NETWORKS WIKIS WHITE-LABEL SOCIAL NETWORKS EMAIL (BACN) SMS and TEXT EVENTS and CALENDARS STATUS UPDATES Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use. Social Interactions

17. Integrate Your Program Tie your social media based efforts to your larger marketing and communications toolbox, and to your established success metrics. Integrated Campaigns Social Media Magazines TV and Radio Direct Mail Online Advertising Conversion (Purchase) COLLABORATIVE TOOLS BLOGS VIDEO PERSONAL SOCIAL NETWORKS MICROBLOGS EMAIL (BACN) SMS AUDIO (PODCAST) WIKIS EVENTS WHITE-LABEL SOCIAL NETWORKS PHOTOS

29. The Social Flywheel It takes money to drive the purchase funnel. It takes a great product or experience to drive the flywheel. Over the long-term, the Flywheel always wins.

30. Measurement Points    Social Media Monitoring Web Analytics Pipeline Metrics Relevance { Impact { { Content {

32. Web Analytics

37. Understand Your Business Social Media is a NOT a universal answer!

38. Understand Your Audience Consumption and participation are indicators of the clear trend.

39. Integrate Your Program Tie your social media based efforts to your larger marketing and communications toolbox, and to your established success metrics. Integrated Campaigns Social Media Magazines TV and Radio Direct Mail Online Advertising Conversion (Purchase) COLLABORATIVE TOOLS BLOGS VIDEO PERSONAL SOCIAL NETWORKS MICROBLOGS EMAIL (BACN) SMS AUDIO (PODCAST) WIKIS EVENTS WHITE-LABEL SOCIAL NETWORKS PHOTOS

42. More Information Twitter: evansdave Blog: http://www.ReadThis.com [email_address]