Social media marketing, in its many forms, has taken the business world by storm. The compelling speed, costeffectiveness and customer engagement benefits of social media campaigns are rewriting the rules of marketing. But so much is happening so fast that it’s impossible to keep track of all the options. The good news is that you don’t have to boil the ocean. Effective social media campaigns require a disciplined approach to setting strategy, choosing tools and building customer affinity. Stay focused and you’ll be fine. In this presentation, you will learn: * The strengths and weaknesses of the major social media platforms as marketing and public relations tools. * How to choose the right tools for a campaign. * Strategies for tracking performance and measuring success.

1. Secrets of Social Media Marketing Paul Gillin PRSA Teleseminar May 19, 2009

2. 10 Secrets of Social Media Marketing

3. Secret #1: Don’t Fear Negativity

4. Old Tactics No Longer Work “ Please remove the posting located at the following link: http://consumerist.com/consumer/insiders/22-. .. It contains information that is confidential and proprietary to Dell.” June 14, 2007 Dell's 23 Confessions Now's not the time to mince words, so let me just say it... we blew it…. instead of trying to control information that was made public, we should have simply corrected anything that was inaccurate. We didn't do that, and now we're paying for it. June 16, 2007

5. Be Human “ If a company does something wrong and then fixes it, it stirs up much more customer loyalty than if they didn’t do something wrong in the first place.” Ben Popken Editor-in-chief, The Consumerist

6. Secret #2: Start With the Goal, Not the Tool

7. Strategy Drives Technology ● ● ● ● Humanize The Company ● ● ● Generate Website Traffic ● ● ● ● Expose Employee Talent ● ● ● Customers Conversation ● ● ● ● ● Crisis Management ● ● ● ● Counter Negative Publicity ● ● ● ● ● Build Customer Community Recom-mendation Engine Private Comm-unity Social Network Video Podcast Blog Social Media Tool Business Goal

9. Secret #3: Embrace Niche Markets

11. Secret #4: Empower Your People To Speak For The Company

12. The New PR Mandate “ A company’s true character is expressed by its people. The strongest opinions – good or bad – about a company are shaped by the words and deeds of its employees…It is the responsibility of corporate communications to support each employee’s capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.” --From The Authentic Enterprise: Relationships, Values And The Evolution Of Corporate Communications Arthur W. Page Society, Dec., 2007

13. The Power of Peers

14. Secret #5: Listen Before You Talk

15. Listening Posts

16. Little-known Gems Social bookmarking sites Meta Search Specialized Search

17. Secret #6: Think Like a Publisher

19. Information Democratization

20. Advise and Educate

21. Secret #7: Ditch the 13-week Campaign

23. Many Ways to Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson

24. Influence Inversion Courtesy Digitas

25. Secret #8: Put Communities to Work

26. Ready-made Markets

27. The Value of Communities Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle

28. Opinion Panelists

29. Deputized Designers

30. Product Developers

31. Secret #9: Use the STRAIGHT Principle in All Communications

33. Secret #10: Give to Get

34. Offer Value Artful Homes Community Woot Community Jockey’s Customer Reviews

35. Tap customer innnovation

36. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from www.NewInfluencers.com Available on Amazon or from www.SSMMbook.com Subscribe to my free weekly newsletter at gillin.com