A starter guide to social media marketing - understanding when to priortize social media marketing as well as 8 key steps to create an effective social media marketing strategy. The presentation was created for TSMN ( Travel sales & marketing network) social media marketing workshop.

1. Social Media:
To Be OR Not To Be
Chloe Lim
15th April, 2010

2. Firstly……
DID YOU KNOW THAT?

3. There are about 50M
tweets per day
Source: Gigatweet

4. There are 133M blogs & > 77%
of internet users read at least
1 blog
Source: Technorati

5. Facebook adds
500,000 users DAILY
Source: Mashable

6. Facebook overtook Google as
site with most traffic in the
US
Ad spend on social media
networking to reach $2B in
2010
5 out of top 10 websites are social
Pepsi to skip Superbowl Ads
in favour of $20M social
media campaign
Jetstar to move 40% of marketing
budget to social media marketing

7. So….
Doesn’t this simply mean that
investing in Social Media is a
“No brainer”?

8. Before We Jump To Conclusions:
What is Social Media?
Any form of online technology,
website or practice that allows
users to share information

10. Consider This:
Other forms of proven marketing channels
– Over 80% of internet users use search engines
– Social Media Spend about 6% of marketing
spend
– Search, hotels/air direct website and OTAs still
main way of researching and buying travel
Social media is about being social
– Primary reason (80%) for using social
networking sites is to connect with friends
Social media is organic and volatile
– Negative word of mouth e.g. GM, Nestle
Source: TNS, CMO Survey

11. Nestle, GreenPeace, Facebook
and a whole load of trouble
Source: Business Hacks

12. Nestle: More Negative Press
Source: Nestlé's Facebook Page

13. Consider This:
Other forms of proven marketing channels
– Over 80% of internet users use search engine ( TNS, 2008)
– Search, hotels direct website and OTAs still main way of
researching and buying travel
– Social Media Spend about 6% of marketing spend ( CMO
Survey)
Social media is about being social
– Primary reason for using social networking sites is to
connect with friends ( 80% TNS)
Social media is organic and volatile
– Negative word of mouth e.g. GM, Nestle
– Communities are global e.g. KFC
Source: TNS, CMO Survey

14. TO BE OR NOT TO BE?
Herein lies the question:
Do you invest in SSM now
without really understanding it
& perhaps fail?
OR
Do you tread slowly &
potentially get left behind?
Image: Salvatore Vuono / FreeDigitalPhotos.net

15. To Understand How To Prioritize Social
Media Marketing, Ask Some Questions:
1. Do you know what your social media
marketing objectives are?
2. Do you have your digital marketing
strategy or marketing portfolio mapped
out?
3. Do you have resources to invest?
4. Do you an interesting story to tell
/share?
5. Do you know what to track?

16. If You Answered Yes To All Questions,
Start to Consider Social Media
8 Key Steps to Create a Social Media Strategy:
Before you start:
Start by defining objectives
Observe & listen to customers
During the campaigns:
Communicate authentically
Interest & integrate
Analyse results
Prevent backlash:
Be consistent
Learn to deal
Evolve

17. SOCIABLE
Start By Defining Objectives
Define what your social media objectives are & how it
fits with the rest of organizational/marketing goals:
Is it for promotional & branding?
Is it for customer relationship management?
Is it for SEO?
Is it to monitor/manage brand reputation?
Others
Objectives will drive granular tactics:
E.g.: Fan Page vs. Groups

18. SOCIABLE
Observe & Listen to Your Customers
Observation & Listening are the 1st steps to
KNOWING:
who your potential customers are
where your customers are
what they are concerned about
how to engage
how to respond

19. SOCIABLE
Communicate Authentically
Social Media is about communities & by
extension, communication – Authenticity counts!
DO Be Personable
DO Use What You’ve Observed
DO Follow The Etiquette
DON’T Lie
DON’T Use Auto-Generated Messages
DON’T Post The Same Messages Everywhere

20. SOCIABLE
Interest & Integrate
There is a lot of noise – Be Interesting
– Be interesting & have an interesting story to tell
– E.g. Unique content or exclusive promotion
Don’t let it go alone - Integrate
– Don’t separate social media marketing out from other
marketing activities
E.g. links in newsletter, website, signature

21. SOCIABLE
Analyse Results
Define objectives, establish KPIs to meet
Examples:
• Awareness: Social Media Mentions
• User Engagement:
• No. & quality of fan comments / feedback
• No. of “likes”
• No. of times fans initiate the conversation
• Acquisitions: Fan Metrics-
• How many fans/new fans acquired monthly?
• What is the growth in percentage of new fans?
• Fan demographics: age, gender, location
• Fanpage Pageviews – No. of visits to the hotel’s Fan page &
Growth in pageviews over time
• Web Site Metrics:
• No of visitors to the your website originating from SSM
• Bookings initiated, bookings, room-nights, revenue
• Track & analyse your tactics against your KPIs
• Many Tools: Not perfect but it will get better.
• Blogpulse, Socialmentions, PostRank, Google Alerts, Socialtoo

22. SOCIABLE
Be Consistent
Same customers on different networks can reach
you
Naming & branding consistency is important
– Different networks
– Different employees
Set naming & branding guidelines
REMEMBER NESTLE?

23. SOCIABLE
Learn to Deal
Be prepared for negative feedback & learn to deal
with it
2 way conversations will involve the good & the bad
On the negatives, focus on how you can turn that
into a positive.
An example: Facebook

24. SOCIABLE
Evolve
Like other forms of marketing – Evolve your social media
marketing strategies & campaigns
– Cycle of implementation, testing, analysis &
refinement
After analysis, be prepared to take on learning & evolve

25. Start By Asking The Questions:
1. Do you know what your objectives are?
2. Do you have your digital marketing strategy or
marketing portfolio mapped out?
3. Do you have resources?
– People
– Time
– $$
4. Do you an interesting story to tell /share?
5. Do you know what to track?

26. When You Are Ready, Be Sociable:
Start by defining objectives
Observe & listen to your customers
Communicate authentically
Interest & integrate
Analyse results
Be consistent
Learn to deal
Evolve

27. The End
Thank you.
Questions?
aoom consultancy:
Contact Details:
coming to you Jun,2010
Chloe Lim
aoom consultancy
“The Knowledge & Expertise of a
Chloe.lim@aoom.com.au Marketing Director Without The
http://au.linkedin.com/in/ChloeLim Cost Of One”
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