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com
Social Media for Marketing
Mark Schmukler, Managing Partner
Sagefrog Marketing Group, LLC
May 2009
2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
2
How can I use
Social Media for
Marketing?
I
2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
3
Your
Website
The 7 categories of Social Media
Sagefrogs Social Media Marketing Strategic Framework

RSS Feeds &

Aggregators 7 2 Multimedia Sharing
1 Social Network Sites
3 Blogs & Mini-blogs
4 Wiki Collaboration Communities & Reviews 5
Tagging &
Bookmarking 6
2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
CATEGORY 1
Social Networking Sites
Description: Virtual business and career networking
Leaders:
Facebook (#4)
Linked-In (#101)
Marketing Applications:
Check out advertising opportunities
Create company pages
Use LinkedIn features Polls, Status, Group, Discussions, News, Jobs, Events, Q&A
4
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CASE STUDY
Target on Facebook
Great branding
5% of income ($3M)
to charities
Fans vote
Can post to their Wall
(friends)
Smart marketing
5
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EXAMPLE
LinkedIn Polls
6
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CATEGORY 2
Multimedia Sharing
Description: Sites that host multimedia content
Leaders:
YouTube (#3)
Flickr (#33)
SlideShare (#636)
Marketing Applications:
Upload videos, photos and presentations
Share via email, links and your website
YouTube Channel
7
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CASE STUDY
BlendTec on YouTube
http://www.youtube.com/watch?v=qg1ckCkm8YI
Small budget
Viral effect
10s of millions of views
500% sales increase
8
2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
CATEGORY 3
Blogs and Mini-blogs
Description: Published thoughts, links and multimedia
Leaders:
Blogger (#8)
Wordpress (#19)
Twitter (#38)
Marketing Applications:
Monitor - Search Google Alerts, Technorati and Twitter
Comment and Publish - on multiple blogs
9
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CASE STUDY
American Express Blog
200K visits per month
Guy K. doubles traffic
100,000+ followers
No advertising
Traffic sources:
11.7% Twitter
9.1% Google
4.5% Guys Blog
10
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CASE STUDY
Starbucks on Twitter
11
2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
CATEGORY 4
Wiki Collaboration
Description: Multiple contributors of shared content
Leaders:
Wikipedia (#7)
Marketing Applications:
Search, monitor, contribute and create
12
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CASE STUDY
Nike on Wikipedia
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CATEGORY 5
Communities and Reviews
Description: Discussion groups to share information
and opinions on common interests
Leaders:
Eastern Technology Council
Amazon (#34)
Tripadvisor.com (#411)
Marketing Applications:
Monitor and analyze
Consider creating niche communities
14
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EXAMPLE
Eastern Technology Council
Members
Profiles
Connections
Videos
Events
Groups
Forums
15
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EXAMPLE
TripAdvisor.com
16
2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
CATEGORY 6
Tagging and Bookmarking
Description: Ability to tag articles and websites
Leaders:
Digg (#179)
Stumbleupon (#458)
Delicious
Marketing Applications:
Add links to your websites
Create profiles, tag websites and articles
17
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EXAMPLE
Bookmarks
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CATEGORY 7
RSS Feeds and Aggregators
Description: Organize for efficient consumption
Leaders:
RSS readers, widgets (iGoogle)
Social Media aggregators (FriendFeed)
Twitter aggregators (Tweetdeck)
Marketing Applications:
Subscribe, merge and organize
19
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EXAMPLE
iGoogle
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EXAMPLE
Friendfeed
21
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EXAMPLE
Tweetdeck
22
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23
Integrate Social Media Marketing
Objectives
Awareness, traffic, leads, conversions,
revenue, units, price, share, ROI
Strategy
Positioning, messaging, and brand identity
Programs
Public relations, awareness marketing,
direct marketing, online marketing (cross-linking)
Measurement
Track performance relative to your
objectives above.
2009 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
Sagefrog Marketing Group, LLC
(215) 230-9024 . info@sagefrog.com . www.sagefrog.com
196 West Ashland Street, Doylestown, PA 18901
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