Social Media for Marketing Mark Schmukler, Managing Partner Sagefrog Marketing Group, LLC May 2009
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How can I use Social Media for Marketing?
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The 7 categories of Social Media Sagefrog’s Social Media Marketing Strategic Framework™ 1 Social Network Sites RSS Feeds & Aggregators 7
2 Multimedia Sharing
Your Website
Tagging & Bookmarking 6
Communities & Reviews 5
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3 Blogs & Mini-blogs
4 Wiki Collaboration
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CATEGORY 1
Social Networking Sites Description: Virtual business and career networking Leaders: • Facebook (#4) • Linked-In (#101)
Marketing Applications: • Check out advertising opportunities • Create company pages • Use LinkedIn features © 2009 Sagefrog Marketing Group, LLC. All rights reserved.
Polls, Status, Group, Discussions, News, Jobs, Events, Q&A
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CASE STUDY
Target on Facebook • Great branding • 5% of income ($3M) to charities • Fans vote • Can post to their Wall (friends) • Smart marketing
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EXAMPLE
LinkedIn Polls
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CATEGORY 2
Multimedia Sharing Description: Sites that host multimedia content Leaders: • YouTube (#3) • Flickr (#33) • SlideShare (#636) Marketing Applications: • Upload videos, photos and presentations • Share via email, links and your website • YouTube Channel © 2009 Sagefrog Marketing Group, LLC. All rights reserved.
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CASE STUDY
BlendTec on YouTube • Small budget • Viral effect • 10’s of millions of views • 500% sales increase
http://www.youtube.com/watch?v=qg1ckCkm8YI
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CATEGORY 3
Blogs and Mini-blogs Description: Published thoughts, links and multimedia Leaders: • Blogger (#8) • Wordpress (#19) • Twitter (#38)
Marketing Applications: • Monitor - Search Google Alerts, Technorati and Twitter • Comment and Publish - on multiple blogs © 2009 Sagefrog Marketing Group, LLC. All rights reserved.
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CASE STUDY
American Express Blog • 200K visits per month • Guy K. doubles traffic • 100,000+ followers • No advertising Traffic sources: • 11.7% Twitter • 9.1% Google • 4.5% Guy’s Blog © 2009 Sagefrog Marketing Group, LLC. All rights reserved.
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CASE STUDY
Starbucks on Twitter
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CATEGORY 4
Wiki Collaboration Description: Multiple contributors of shared content Leaders: • Wikipedia (#7)
Marketing Applications: • Search, monitor, contribute and create
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CASE STUDY
Nike on Wikipedia
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CATEGORY 5
Communities and Reviews Description: Discussion groups to share information and opinions on common interests Leaders: • Eastern Technology Council • Amazon (#34) • Tripadvisor.com (#411) Marketing Applications: • Monitor and analyze • Consider creating niche communities © 2009 Sagefrog Marketing Group, LLC. All rights reserved.
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EXAMPLE
Eastern Technology Council • Members • Profiles • Connections • Videos • Events • Groups • Forums
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EXAMPLE
TripAdvisor.com
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CATEGORY 6
Tagging and Bookmarking Description: Ability to tag articles and websites Leaders: • Digg (#179) • Stumbleupon (#458) • Delicious
Marketing Applications: • Add links to your websites • Create profiles, tag websites and articles © 2009 Sagefrog Marketing Group, LLC. All rights reserved.
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EXAMPLE
Bookmarks
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CATEGORY 7
RSS Feeds and Aggregators Description: Organize for efficient consumption
Leaders: • RSS readers, widgets (iGoogle) • Social Media aggregators (FriendFeed) • Twitter aggregators (Tweetdeck) Marketing Applications: • Subscribe, merge and organize
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EXAMPLE
iGoogle
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EXAMPLE
Friendfeed
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EXAMPLE
Tweetdeck
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Integrate Social Media Marketing Objectives Awareness, traffic, leads, conversions, revenue, units, price, share, ROI
Strategy
Positioning, messaging, and brand identity
Programs Public relations, awareness marketing, direct marketing, online marketing (cross-linking)
Measurement
Track performance relative to your objectives above. © 2009 Sagefrog Marketing Group, LLC. All rights reserved.
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Sagefrog Marketing Group, LLC (215) 230-9024 . info@sagefrog.com . www.sagefrog.com 196 West Ashland Street, Doylestown, PA 18901
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