Digital Marketing Agency Flightpath shares our 2011 Social Media Trends and Best Practices. Includes current social landscape as well as critical campaign components for success. For more information visit our website at www.flightpath.com

1. SOCIAL
MEDIA
MARKETING
2011 Trends
& Best Practices

2. PART 1:
SOCIAL
MEDIA TODAY
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3. WHAT IS SOCIAL MEDIA?
 Online content created by people using
highly accessible publishing technologies
 A shift in how people discover, read and
share news, information and content
 A fusion of sociology and technology,
transforming monologues (one to many) into
dialogues (many to many)
 The democratization of information,
transforming people from content readers
into publishers
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4. FACEBOOK
THE JUGGERNAUT
ROLLS ON
Facebook use in the US will continue on a solid
growth track over the next three years, as the site
cements its place at the epicenter of internet
activity. As more users of all ages flock to
Facebook, marketers will are finding new
opportunities to tap into an engaged,
demographically diverse audience.
Coming growth will be driven primarily by increased
Facebook use among older boomers and seniors.
At the same time, teens and young adults will
continue to form the core of Facebook’s audience,
with penetration rates among these groups ranging
from 80% to 89% of internet users by 2013.
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5. WHAT BRAND MARKETERS
EXPECT FROM SOCIAL
MEDIA FOLLOWERS
How much is a brand fan worth?
According to a July 2010 survey of social media
marketers, the most valuable aspects of social
media brand fans go beyond anything with an
immediate monetary value.
 Increased short-term and long-term spend on
the brand were the bottom two results.
 At the top of the list were the fan’s value as a
source of insight and increased loyalty overall.
 Advocacy and engagement were also important
to at least three-quarters of respondents.
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6. SOCIAL NETWORK
BRAND INTERACTIONS
 People "like" a brand page 50 million times a
day!
 Consumers do pay attention to brands and they
value positive interactions with companies.
 Social sharing is the new norm.
 Social network friends can be influential sources
of product information, but they are a long way
from replacing search.
 Coupons and sales still drive interaction.
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7. A COST EFFECTIVE
CHANNEL
Social media provides an opportunity for
brands to cost-effectively interact regularly with
customers, prospects, advocates and others.
 Facebook and Twitter relationships enable
daily(!) interactions, compared to short-
shelf-life print ads or unread emails.
 Facebook and Twitter yield high quality
experiences. -- Consumers are seeing
brand messages in the context of other
things they love and care about.
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8. INTEGRATED EFFORTS
DELIVER RESULTS
Unica’s Q4 2010 survey of marketers in Europe
and North America found that social sharing links in
emails and web offers were the best-integrated
social media marketing tactic, with 62% of
respondents saying the sharing links were run as
part of integrated campaigns.
A majority of respondents were also integrating
applications and widgets, social media advertising
and location-based games into the rest of their
efforts.
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9. TWITTER USERS:
A VOCAL MAJORITY
 eMarketer estimates that 8.7% of the US population
will use Twitter in 2011. Among adult social network
users, 14.4% accessed Twitter in 2010.
 According to a Pew Internet and American Life
Project study, Twitter users aren’t kids or teens, but
they tend to be young—twice as many respondents
in the 18-to-29 age group used Twitter in November
2010 compared to the 30-to-49 group.
 Rather than a destination, Twitter is a
communications tool with a high drop-off rate. Still, as
avenue for connecting with customers or providing
thought leadership, without actively selling, Twitter
has enormous potential.
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10. RESOURCES
There are many great resources to learn about news
and innovations in social media marketing.
Top sites include:
 Mashable  ScottMonty.com
 Social Media Today  BrianSolis.com
 eMarketer  Social Media Examiner
 AdAge Digital  TechCrunch
 ChrisBrogan.com
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11. PART 2:
SOCIAL
MEDIA
MARKETING
MECHANICS
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12. RECOMMENDED
APPROACH
Website
 Unified content/messaging Mobile
strategy
 Multiple touch points
including website, mobile,
social media and search
engine marketing
 Ongoing campaign
refinement, optimization
and measurement
PPC Search Engine Marketing Social Media
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13. 3 PILLARS
 Owned Media: Things you
directly influence (i.e. Owned Paid
corporate website, in-clinic Media Media
collateral, etc)
 Paid Media: Traditional
advertising (online, print, tv,
etc) in support of campaign
 Earned Media: The
mentions, impressions and Earned
shares accrued via social Media
media and consumer
endorsements
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14. POST
Flightpath’s social media
marketing practice utilizes the
POST methodology of
Forrester’s Charlene Li and Josh
Bernoff
People
Who are your customers and
what are they ready for?
Objectives
What do you want to achieve?
Strategy
How do you want
relationships with customers
to change?
Technology
Choice of blogs, social
networks, wikis, etc.
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15. SUCCESS
FACTORS
Transparency
Honesty
Relevance
Infrastructure (staffing,
content, resources)
Monitor, measure,
test and optimize for
maximum results
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16. TACTICAL
TOUCHSTONES
Be creative
Ride big ideas
Leverage the power of
established influencers
Provide/exchange real value
Incentivize participation
Never stop listening
Learn from experience
Have fun
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17. 5 PRIMARY
5 PRIMARY
OBJECTIVES*
OBJECTIVES
1. Listening: Research and
1. customer understanding
Listening: Research and
customer understanding
2. Talking: Spread messages
2. about your company
Talking: Spread messages
about your company
3. Energizing: Supercharge
word of mouth via best
3. customers Supercharge
Energizing:
word of mouth via best
customers
4. Supporting: Streamline
support costs by letting
4. customers help each other.
Supporting: Streamline
support costs by letting
5. Embracing: Integrateother.
customers help each
customers into your business
5. (product design, etc.)
Embracing: Integrate
customers into your business
(product design, etc.)
* Source: Groundswell by Bernoff/Li
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18. START
WITH A PLAN
Every social media
engagement should begin
with a detailed plan
based on marketing
and business objectives
Isolate key platforms that
present appropriate
opportunities for specific
brands and outline ways
to develop, manage, and
maximize campaigns
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19. POSSIBLE PLATFORMS, CHANNELS AND PARTNERS
BLOGS/BLOGGER
OUTREACH
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20. COMMITTMENT
If you believe that a
meaningful social media
presence is an important part
of your marketing mix, a long-
term commitment is central to
the success of any endeavors.
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21. PART 3:
KEY
CAMPAIGN
COMPONENTS
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22. FACEBOOK
PRESENCE
A vibrant, elevated Facebook presence, powered
by value-added content and contributions from a
community of fans of is central to many social
campaigns. This should include
design/deployment and upkeep of Facebook
tabs.
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23. FACEBOOK
PROMOTIONS
Contests and promotions drive awareness and
engagement, while growing your fan base. By
providing an incentive to connect with your
brand, an opening for a dialog is established.
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24. FACEBOOK ADS
Facebook ads are a proven means to build awareness
and drive conversions among specific segments of vs.
the Facebook audience.
Here are quick notes on Facebook ads in comparison to
Google:
 Higher Impressions
 Lower CTR
 Lower CPC
 Generate similar amount of visits
 Estimating actual costs and visits are not as accurate
A strategic Facebook ad campaign can be central to
achieving your goals.
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25. FACEBOOK SPONSORED STORIES
Sponsored Stories are the newest weapon a Facebook
ad campaign can utilize. They emphasize social
relevance to allow for the greatest ROI
 Sponsored stories create an ad out of a user’s action on
the Facebook platform
Sponsored Like
 Serves the ad to anyone who is a friend of that user
Results Compared to Regular FB Advertising
 Higher CTR (2-3x what the display ads are generating)
 Higher conversion rate (those users who not only click
the ad but end up liking the page or taking action on the
story itself).
Sponsored Post
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26. FACEBOOK SPONSORED STORIES
There Are Six Kinds of Sponsored Stories
1. Sponsored Like – Advertising is created based on a
user liking the page
2. Sponsored Post – Advertising is created around a
user making comments on a specific wall post
3. Sponsored Page Post Like Story – Created when a
user likes a specific posting on a page Sponsored Check In
4. Check In – If a page has Places set up, creates an ad
when their friend checks in
5. Domain – Advertising based on action taken on a web
page that utilizes the Facebook platform
6. Game or App – Creates an advertisement based on a
user playing a FB game or interacting with a specific
application
Sponsored Domain
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27. FACEBOOK CREDITS
 Virtual currency system used as a payment method in the
Facebook gaming system (Farmville, Cityville, Petville etc.)
 Actions within the Facebook platform are rewarded with credits
to be used to enhance the gaming experience
• Powerups
• Additional assets within games
• Purchase of virtual goods within the gaming and Facebook
eco-system
 As of January Facebook has made the use of FB Credits a
requirement for all game developers
 As Gaming continues to grow in popularity, online and offline
promotion of FB credits is also taking off
• 1-800 Flowers offered FB credits as additional incentive
during seasonal sale
• Shoebuy.com FB credit incentive
• Target 7-11 and other Retailers to sell FB Credit gift cards
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28. TWITTER
Attention, engagement, loyalty and ultimately
conversions can be achieved by offering real value to
your target audience via Twitter. A good place to start
is by developing a base of followers using the following
strategies:
 Identify key influencers to follow
 Examine peer Twitter lists
 Use keyword hash tags to increase
visibility/searchability of tweets
 Maintain flow and variety of content
 Outreach to established database of contacts
 Leverage employees to promote presence and
actively retweet and participate in conversation
 Twitter community interaction: Retweets, @replies,
Follow Fridays (#FF), etc.
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29. BLOG
A an effective blogging strategy can produce valuable
benefits if maximized.
 Facebook: Strong content created for the blog can
continue to do double duty on Facebook.
 Shelf Life: Compared to FB & Twitter, blog content
has a long shelf-life and it can benefit from SEO,
positively impacting site search visibility.
 Links: Quality blog content can generate incoming
links to your website, also leading to higher search
engine visibility.
 Relationships: A good blog can serve as a social
media home base. It’s a great place to build
relationships.
 Brand Building: Strong blog content can build and
burnish your brand amongst targeted audiences.
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30. BLOGGER OUTREACH
Blogger outreach is an extension of traditional PR
media relations efforts.
 Allows for very targeted outreach to relevant
communities
 Tap into the trust and influence the blogger has over
their readers
 Each successful posting can also serve as a link to
your site which can be beneficial to your SEO
purposes
 Cross Promotion of other efforts – Blogs are a great
place to publicize your social media efforts since a
majority of bloggers are also avid social media users
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31. ALL THE REST
There are many other valuable and emerging
social media platforms that may be able add
value to your overall marketing mix.
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32. SOCIAL MEDIA AND SEM
More and more people are "discovering" relevant
content through the social graph as opposed to
searching explicitly for it. Today’s digital reality
reveals a landscape where social media and
search are thoroughly intertwined.
Working with both channels simultaneously
enables you to develop campaigns with the
enriched insight of dual perspectives.
This search/social confluence can pay
meaningful dividends when:
 Measuring keyword buzz
 Discovering industry influencers
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33. GETTING STARTED
Social Media Strategy & Planning
 Listening Audit: A data-driven assessment
determining your existing social media presence,
volume and associated sentiment. This can be
used as a benchmark to assess success.
 Content Plan: Overall guidelines and specific,
cross-channel copy examples for approximately
30 days post-launch. Includes sample tweets,
blog posts, Facebook tabs and wall posts, official
contest rules and more.
 Drive Book: A single-source guide detailing day-
to-day activities including promotion
management, content seeding, audience
interaction and escalation procedures. Including
plans for Facebook ads.
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34. SOCIAL MEDIA
REPORTING
Key metrics to review on a monthly basis include:
 Social Traffic/Buzz Volume: How much is being
said collectively through various social channels
 Facebook Insights/Ads: Report and analysis
covering page views, posts, interactions, conversions
 Twitter Stats: Notes on followers, retweets, @
tweets, estimated impressions and more.
 Share of Voice: How much chatter within the
industry is focused on your brand.
 Sentiment: The volume of positive versus negative
comments and posts
 Competition: Use all of the above data points to
compare against the competition
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35. EXPECTATION IS
EVERYTHING IN
SOCIAL MEDIA
When we talk plan, we quickly get
into ―expectation management‖…
Every platform has truly different
rules of engagement, as well as,
rules of expectation - blogger
outreach is very different than
Facebook ―like‖ build-out or
generating YouTube views
Because social is so dynamic,
being nimble and navigating
change effectively is one of the
key expectations we believe all
organizations should expect
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36. And above all,
please
remember that
good listeners
generally have
the most friends
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37. THANKS FOR
READING.
HERE’S SOME INFO
ON FLIGHTPATH
 Founded in 1994
 Creative digital agency
 Located in NYC's Flatiron District
 Privately held
 30+ employees
SERVICES
 Website design & development
 Social media
 Email marketing
 Search marketing
 Mobile apps/mobile web
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38. We Support
BuildOn We Present
www.buildon.org The New York
The Bronx Charter Social Media Roundtable
nysocialmediaroundtable.com
School for Children
www.tbcsc.org
We Blog We Jam
www.flightpath.com/insights We Stroll
We Tweet We Party
@flightpathny We Shoulder
THANK YOU
www.flightpath.com 212-674-5600
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