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relevant and useful marketing approach
to the evolving world of social media.
Companies that build conversations,
understand why they are using the media
tools, responsibly follow up, measure
results and be true to their personalities.
CommuniCation tips
• Provide relevant and useful information to your audience
• Listen and respond
• Be authentic and real
• Create a quarterly communication calendar
SurvivaL Guide road MaP
Before you jump beak first and become
a twittermaniac, with a tweet here, a
tweet there, everywhere a tweet tweet;,
approach social media with your business
hat tightly secured to your entrepreneurial
head and build a mini-marketing plan.
Asking along the way, “For what job has
this been designed to do?” and “How do I
convert this activity into leads that become
future business?”
Social Media Survival Guide
Business beware! Social media
is now luring at every corner.
Tweets, Friend requests, Blog
post. Your boss, your customer,
your next door neighbor’s kid are
all telling you, “embrace social
media or peril.” and now it’s up to
you and you alone. What do you
do? The George Survival guide
provides models for developing
a consistent strategic approach
to social media marketing. The
survival guide provides a social
media road map, an initial
overview of social media networks
and useful resource guides.
Yet web2.0 is a place worlds away
from that to which most of us are
accustomed, and is governed by
it’s own physical laws that can not
be ignored. You are responsible
for your own survival. remember
George Brands is your essential
marketing companion. and armed
with the power of fundamental
marketing mixed with out of the
box creative thought, you will
survive. You will flourish. (but we
still need you to sign the attached
waiver)
Social Media is the next evolution in
new media marketing combining two of
online’s most powerful tools. Content and
community. Where the content is being
created with conversations between
consumers and brands. Marketers have
strived to create this simple but magical
relationship for years, starting with forums,
email lists and the typical corporate
web site. Brand marketers have been
dreaming about discovering mediums this
impactful and inexpensive since the first
cave drawing of the wheel.
The new explosive growth of social
networking is related to a change in
consumer’s expectations to have an
experience with your brand not a one-way
relationship. Go beyond the traditional one-
way communication of an advertisement
telling an audience about your features
and benefits. Consumers are now directly
engaging in relationships with brands to
become part of the story. Becoming loyal
purchasers of the companies that engage
in a real conversation about needs. As
a culture, we have out grown the typical
branding advertisement that started with
the Marlboro man print ads after WWII.
Lifestyles and brands have merged.
And this is good news for companies that
decide to develop a consistent, thoughtful,
i survived on:
SoCiaL
Media 101
Be PrePared
CHeCKLiST
WHY
involvement
interaction
influence
action
HoW
Start a conversation
Become useful
Become an authority, share knowledge
Convert to a customer
FoLLoW uP
GoaL MeaSureMeNTSTeP oNe
Define Your Single Goal and Measurement:This single goal can be simple, it can be
complex, but it needs to be known and
measured for your success. This one goal
method was the cornerstone of the Obama
campaign, arguable the most successful
social media campaign ever launched.
The goal - “Create an opportunity for a
person to do one thing”
Once you have your goal, define ways
to measure success. (leads, calls,
downloaded swatches, etc..)
(See Goal/Measurement chart to right.)
STeP TWo
Your Brand PromiseWhat is it that your company promises to
do better than anyone else in your space.
This will guide your conversations and
allow you to be authentic. When you find
yourself asking, “What do I talk about
today” Go back to your brand promise.
The answer is always right there.
STeP THree
Actionable EngagementIf you do nothing else before you start your
social media campaign, take a moment
and complete this grid. These are magic
marketing steps taken from the brightest
of the bright. (Intel’s Direct of Social
Media, Kelly Feller, Ascentiums Creative
Director, James Rice and Consulting
Guru, Richard Rosen)
(See Why, How, Followup chart to right).
STeP Four:
Activate Your ToolsYou have your survival road map. Now
is the time to brave the social media
world. Pick your networks and start
your conversations.
WHaT To do:Drive PromotionsCreate infl uenceDrive Traffi c to websiteAnnounce breaking news
CHeCKLiST
SoCiaL
Media 101
PaGe 3
TiPS:Be obvious in your bioBe clear in your postsBuild a calendar and schedule your tweetsRespond to you @requestsBe generous and RT often
TWiTTer reSourCeS:www.tweetfollw.comwww.mashup.com
Check for messages directed at you
You can update twitter with text messages
Check for messages directed at you
direct Messages – private messages sent directly to you. Have to be a follower
Your online bio-You have 180 characters. Be concise and engagingBe concise and engaging
Your update window – type up to 140 character updates includes web links
Your timeline – updates from users you follow
WHaT To do:Build A Fan PageEngagement AdsGroupsGet instant feedback and surveys
CHeCKLiST
SoCiaL
Media 101
PaGe 4
TiPS:Celebration over sellingYour fans are your friendsProvide inside information and opportunityHave a conversationInclude video and photos
reSourCe LiNKS:Insidefacebook.comMashup.comAllfacebook.com
Company description
Your update window - Create the conversation and share knowledge. Your profi le/fan badge-
Hint: keep the badge under 176 pixels wide Highly targeted
behavioral ads
SoCiaL
Media 101
PaGe 4
WHaT To do:Develop a personal profi le pageDevelop a company profi le page. (In Beta stage)Join like business groupsAnswer questions and post questionsAsk survey questions for product/company feedback
CHeCKLiST
SoCiaL
Media 101
PaGe 5
tips:
Build business networkingIncrease credibility through recom-mendations and answer ratingsIncreases your Google position
reSourCeS:Blog.linkedin.comLinkedintelligence.comSearch.techrepublic.com
Mini-blog updating news about your company
Searchable tags and categories
Your network and recommendations
Your company profi le here and on your personal page
makes that information readable by lots of different kinds of
software. Many blogs and web sites feature RSS feeds: a
constantly updated version of the site’s latest content, in a form
that can be read by a newsreader or aggregator.
SoCiaL BooKMarKiNG: The collaborative
equivalent of storing favorites or bookmarks within a web
browser, social bookmarking services (like del.icio.us or
Furl) let people store their favorite web sites online. Social
bookmarking services also let people share their favorite web
sites with other people, making them a great way to discover
new sites or colleagues who share your interests.
SoCiaL NeTWorKiNG: Social networking sites
help people discover new friends or colleagues by illuminating
shared interests, related skills, or a common geographic
location. Leading examples include Facebook, LinkedIn, You
Tube and Twitter.
TaGS: Keywords that describe the content of a web site,
bookmark, photo or blog post. You can assign multiple tags
to the same online resource, and different people can assign
different tags to the same resource. Tag-enabled web
services include social bookmarking sites (like del.icio.us),
photo sharing sites (like Flickr) and blog tracking sites (like
Technorati). Tags provide a useful way of organizing, retrieving
and discovering information.
WiKi: A collaboratively edited web page. The best known
example is wikipedia, an encyclopedia that anyone in the world
can help to write or update. Wikis are frequently used to allow
people to write a document together, or to share reference
material that lets colleagues or even members of the public
contribute content.
aGGreGaTioN: Gathering information from multiple
web sites, typically via RSS. Aggregation lets web sites
remix the information from multiple web sites, for example by
republishing all the news related to a particular keyword.
BLoG: Originally short for “weblog”, a blog is just a web page
that contains entries in reverse chronological order, with the
most recent entry on top. But blogging has taken off because
the explosion in blogging software and services -- like Blogger,
TypePad and WordPress -- has turned blogging into one of
the easiest ways for people to maintain a constantly updated
web presence. In addition to the classic text blog, we now
have photo blogs (consisting of uploaded photos), audio blogs
(a.k.a. “podcasts”) and video blogs (which consist of regularly
uploaded video files).
BLoGroLL: A list of recommended sites that appears in
the sidebar of a blog. These sites are typically sites that are
either on similar topics, sites that the blogger reads regularly,
or sites that belong to the blogger’s friends or colleagues. The
term “blogroll” also evokes the concept of political logrolling
(when legislators promise to vote for one another’s pet bills)
-- which is not unlike bloggers’ habit of reciprocating links by
posting links to blogs that link back to their own blogs.
NeWSreader: A newsreader gathers the news from
multiple blogs or news sites via RSS (see below), allowing
readers to access all their news from a single web site or
program. Online newsreaders (like Bloglines, Pluck, or
Newsgator) are web sites that let you read RSS feeds from
within your web browser. Desktop newsreaders download the
news to your computer, and let you read your news inside a
dedicated software program.
PodCaST: An audio blog, typically updated weekly or daily.
You don’t have to have an ipod to listen to a podcast; although
you can download podcasts to an ipod, you can also listen to
podcasts on a desktop computer, or many other mp3 players.
Rss: A format for storing online information in a way that
SoCiaL
Media 101
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SurvivaL Guide’S diGiTaL iq
SoCiaL
Media 101
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George’s Marketing
rules 1-5:
- 1 - always keep your brand
present
- 2 - approach marketing
from the inside out: first
understand needs, then
offer benefits
- 3 -Marketing is a business
strategy, not an
advertisement
- 4 - every marketing tactic
has a measurable
objective--and all
marketing is measured
- 5 -exPeCT reSuLTS!
For nearly two decades, George has collaborated with our client companies to make
marketing matter. We’ve created campaigns that grow organically from the brand’s
thoughtfully-constructed personality, designed promotions that get customers excited
and launched awareness-generating programs that take a brand’s visibility from zero
to sixty almost overnight.
We’ve worked with companies large and small, new and established, conservative and
cutting-edge.
Our consulting starts by taking the time to learn your business and understand your
objectives. We use this solid foundation to build a program that gives you a winning
competitive advantage. We believe that collaborating with you and your team creates
internal excitement about a marketing program and helps motivate your team members
to carry out the program’s objectives for long-term success.
GeorGe BraNd MarKeTiNG SYSTeMS
ryan Wagner
Founder and Chief Marketing Guy
GeorGe
503.519.8850
www.georgebrands.com
follow us at www.twitter.com/georgebrands
