• People– Understand your audience

• Objectives– What are you trying to accomplish?– How are you going to measure it?

• Strategy– What will be different if we accomplish our goals?

• Technology– Blog, micro-blog, social networks, apps

• Creators– Create videos, maintain a blog, Wikipedia editors

• Critics– Review products, rate videos, post experiences

• Collectors– Bookmark content, tag content, share videos

• Joiners– Social networks, groups, forums

• Spectators– View user generated content

• Inactives

Social Map

• A small investment can yield a high return• High impact on organic search results• Paid media costs are increasing…• Consumers have embraced social media at

unprecedented rates and have increased expectations

• Your competition is thinking about it…– If not already there

• Monitoring and measurement– Human analysis– Google Blog Search, News, and Alerts– Twitter Search– Technorati– Co.mments– Blogpulse– BoardTracker– Keotag– Google Analytics

• Paid tools– Radian 6, Nielsen Online, TNS Cymfony, Buzz Gain

• Metrics and measurement– Traffic referred from social media sites

• Google Analytics, Omniture, etc

– Conversions and HVTs referred from social sites• Google Analytics, Omniture, etc

– Number of friends and level of discussion• Human analysis

– Growth of new friends over time– Friends/discussions

– Social links and bookmarks• AddThis

– Video viewership• TubeMogul

– Qualitative

• Higher conversion rates– 1.5 to 4x higher

• New communication channels• Increased credibility• More awareness and visibility• Brand reputation

• Mistakes will happen• Plan for Success• Prepare for Failure• Avoid the “shiny trinket”• Don’t isolate social media• Manage Expectations….…and Exceed Them

Thank you!

• Colton Perry– @coltonperry– LinkedIn.com/in/cperry

• Denise Zimmerman– @dzimmerman– LinkedIn.com/in/denisezimmerman