Social Media The Basics

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Social MediaThe Basics
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Understanding
Define Social Media
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Definitions
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New Media Marketing
Development of online communities, allowing
satisfied customers to congregate and extol the
virtues of a particular brand. Driven by blogs,
RSS feeds, Web video productions, and podcasts
http//en.wikipedia.org/wiki/New_Media_Marketing
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Evolving
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Evolving
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Evolving
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Evolving
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Evolving
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Top Sites
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Top Sites
http//www.quantcast.com/top-sites-1
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Top Sites
http//www.quantcast.com/top-sites-1
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Breakdown
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Further Breakdown

• News Sites Twitter, Digg
• Bookmarking Sites Del.icio.us
• Networking Facebook, MySpace
• Knowledge Wikipedia, Yahoo! Answers
• Sharing YouTube, Flickr

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Utlized by Marketers

• Top Platforms
• Facebook 74
• YouTube 65
• Twitter 63
• LinkedIn 60
• Aug 14, 2009

http//mashable.com/2009/08/14/social-media-market
ers/
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Leveling the Playing Field
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How are you using Social Media?
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Role in Marketing Mix
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Budgeting
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Consumers
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Influencers
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Business Participation
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Negative Comments
We acknowledge, admit the issue and, where
possible, explain how were addressing it.
Marketing Sherpa
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Negative Comments
We just erase the comment from Facebook. We
dont engage critics.
Marketing Sherpa
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Negative Comments
We monitor everything but respond case by case
using a set of criteria weve developed.
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Social Media Policy
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Social Media Policy
What should be part of a good social media
policy?
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Social Media Policy
Tip Involve your employees when communicating
your social media policy, both new employees
during orientation and existing employees who may
need solid clarification.
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Social Media Policy

• Empower everyone to engageresponsibly
• Define the rules of engagement
• Moderate the good, the bad, but not the ugly

Marketing Sherpa
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Examples

• Depaul University
• United States Air Force pp 8 17

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Additional Resource
10 Must-Haves for your Social Media Policy
http//mashable.com/2009/06/02/social-media-poli
cy-musts/
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WARNING
Dont be DOOCED!!!
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Measuring
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Tracking Referrers

• Segment your Referrers
• Web
• Search
• Paid Search
• Paid Online
• Social Media
• Email
• Other

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Gain Insight
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Integration