Social Media Exposed
Speaker:
Email:
Phone:
Web:
Nadja Specht
nadja.specht@nuvota.com
510.817.4239
www.nuvota.com
Agenda
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Social media defined
A company’s online ecosystem
Marketing planning and social media
Main social media categories
Social media case studies
Key considerations
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Social Media Definition
Social media relates to a category of sites that is
based on user participation and user-generated
content.
Source: searchenginewatch.com
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A Company’s Online Ecosystem
The Online Ecosystem*
Product & Services Hub
(Website)
Information Hub
(Blog)
Community Hubs
(Social Media)
Twitter
Facebook
Linkedin
YouTube
Flicker
Etc.
Traffic Boosters: Marketing Tactics
Email
© 2010 Nuvota LLC
SEO
Online Advertising
Online PR
..and
more
*A dynamic system in which information/traffic can flow between any two hubs,
not necessarily depicted here.
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Marketing Planning and Social Media
Marketing Planning
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2
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Customer Analysis
Competitor Analysis
Product & Services Analysis
Messaging
• The use of social media is a
marketing tactic
• Step 1- 4 need to be completed
before planning the social
media activities of a business
Marketing Tactics
Success Measures
Marketing Calendar
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Main Social Media Categories
Categories
Definition
Purpose
Tools
Blogs
A personal or corporate website in the
form of an online journal, with new
entries appearing in chronological order.
• Sharing thoughts around
area of expertise,
information and opinions
• www.blogger.com
• www.wordpress.org
Micro Blogs
A blog that contains brief entries about
the daily activities of an individual or
company.
• Keeping friends,
colleagues, and
customers up –to-date in
real time
• www.twitter.com
• www.yammer.com
Social Networks Websites that allow users to build online • Staying in touch with
profiles , connect with business and/or
social contacts and share information.
people while being
entertained
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www.facebook.com
www.myspace.com
www.linkedin.com
www.plaxo.com
Photo, Video & Websites that allow uploading,
Audio Sharing downloading and sharing of multimedia
files.
Sites
• Sharing of information
and entertainment in the
form of photo, video and
audio
• www.youtube.com
• www.flickr.com
• www.podomatic.com
Location based Mobile application that allows you to
check-in at different locations
networks
• Share with your friends
where you are and gain
points & badges
• www.foursquare.com
• Facebook Places
(restaurants, airports etc.) throughout
the city.
Source: wikipedia, pcmag
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Case Study: Blendtec - Branding
•Little know brand, almost no
marketing
•Produced 5 videos and put them
on willitblend.com and
youtube.com
•One week later videos had over
5 million views
•By 2009, well over 100 million
views
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Case Study: Starbucks - Loyalty
•Nationwide Foursquare loyalty
program
•Mayors of individual Starbucks
stores can unlock a special offer
when checking in at the store
where they are mayors: $1
discount on a Frappucino
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Case Study: Budweiser - Engagement
•Targeted Facebook
advertisement (superbowl)
•Become a fan in order to vote
will be posted on Facebook
wall for your friends to see
•After fan voted, prompted to
share vote on Facebook wall
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Case Study: Comcast – Customer Service
•Gives Comcast a face
•Instead of waiting on the
phone on hold, customers can
tweet to Comcast cares
•Active listening to customer
complaints and reaching out
to them instantly
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Key Considerations
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Theme based platform
Dedicated landing pages/ micro sites
Consistent Branding
Content Strategies (Frequency, Content Type,
Content Format, Call to Actions)
• Governance Model
• Marketing Integration
• Monitoring & Reputation Management
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Thank You!
You can find more social media information at
www.nuvota.com
In case you have any follow up questions, don’t
hesitate to contact me:
Name:
Email:
Phone:
Nadja Specht
nadja.specht@nuvota.com
510.817.4239
www.nuvota.com
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