1. SECRETS OF SOCIAL MEDIA MARKETING By: Paul Gillin Presented by: Anjali C. Wadhwa

2. “Blogging’s wave has already crested, now that millions of online diarists are realizing that not many people actually read this stuff.” - Paul Gillin (2003) “ Social media is just another evolution of consumer-to- consumer communication that marketers are getting to listen in on. Only the people in social media are not playing the role of consumers with purchase intent; rather, they are just being social with each other.” - Joe Marchese

3. What is social media marketing? Social media marketing is a set of online marketing techniques that leverage social media. In the context of Internet marketing, Social Media refers to a collective group of web properties whose content is primarily published by users. - Wikipedia

4. It’s the age of New Media Traditional media is downsizing Your constituencies have the capacity to talk to each other The message is in your control now There is so many options available for you to try Social media is cheap if you know what works for you

5. How to deal with Social Media? Don’t fear Negativity/ feedback Be willing to admit fallibility and promise to improve. This can stop negative discussions. Eg. Dell Tools are secondary. Start with business goals and not with tools. tool selection chart*

6. Business goalsAppropriate social media tools Build customer community Counter Negative Publicity Crisis Management Customer conversation Expose Employee Talent Generate Website Traffic Humanize the Company Market Research/focus group testing Media relations Generate new product ideas BlogPodcastVideoSocial Network Prime Community Customer review engine Virtual world ****** **** ****** **** ***** *** ***** ***** ***** *****

7. Every tool is not right for every job Embrace niche markets – small is beautiful Make your people your brand managers - Encourage and train them to Blog Be a good listener- - tap into the conversation and know where to focus your energy Resisting the voice of the customer is futile Remember the “STRAIGHT” rule for your blog’s success

8. Basics of social media campaign: Think long-term Search engine performance is central Make it human Be passionate or at least committed

9. Viral Marketing Refers to marketing techniques that use pre- existing social networks to produce increases in brand awareness or to achieve other marketing objectives. Eg: http://www.willitblend.com/http://www.willitblend.com/ 1.Have a plan 2.Don’t get fancy 3.Be creative with promotion 4.Plan for success

10. Fundamentals of online promotion Write for search Update often File a site map Use tags Promote link exchanges Cross-link within whatever sites you control Syndicate everywhere Use social bookmarking sites

11. Discussion Questions… Should all social media influencers be treated equally? How much control do you give up?