Social Media Marketing Guide

Social Media Marketing Guidefor Small Businesses

Confidential – Not for Distribution

Presented by

Agenda• Overview• Social Media Tools (Blogs, Video/Podcast,

Platforms)• Key Requirements• Goals• Approach• Infuse Marketing’s Role• Measuring Social Media Efforts• Contact


Overview• Use online social media platforms to promote a

product, organization or service• Online platforms include blogs, video, podcast

and social networks• Major players: Facebook, LinkedIn and Twitter• Consumers contribute to content• Companies engage with online audience


Blog• Independent, opinionated, informative and

interesting content in reverse chronological order and regularly updated

• Allows user feedback and sharing capabilities via email and social media platforms

• Updated daily, weekly or monthly• Video podcast: video contained in a blog rank

high on Google pages


Video/Podcast/RSS Feeds• Viral tool to attract, engage and convert viewers;

better than any other marketing web medium• Video: video and audio content• Podcast: audio only, can be heard on a Ipod or

smartphone• RSS Feeds: contained within a blog distributes

either video podcast or podcasts


• 350+ million active users• 50% active user log on everyday• Fantastic branding visibility, delivers info and

news to a network of people who are interested • Search feature• ‘Fan’ page vs. ‘Group’


• 200 million users on micro blogging site• Demographics: 35 – 45 yrs. old• Public forum to interact with consumers• Instant communication, direct message capability• Ability to join relevant conversations


• 100 million users• Network geared towards professionals looking to

network• Online rolodex and resume• Groups and events feature


Video• 60 seconds – 2 minutes ideal length• Host video primarily on website then through

sharing sites for greater visibility• Video posted on a webpage is indexed and

ranked higher in search engines rather than on sharing sites

• Focus on metadata


Key Requirements• Internet presence (i.e. Website)

• Compelling and updated content (i.e. written, audio and video)

• Communication medium (i.e. email capture mechanism)


Goals1. Attract traffic through social media platforms

back to website

2. Convert consumers and redirect back to website

3. Transform consumers into clients


Approach1. Website Optimization

• Add key content and keywords

• Add blog page, if in place, add fresh content and incorporate with relevant video/audio

• Add email capture mechanism in “Contact Us” page

3. Grow SM Presence

• Share link from individual account profiles

• Share link through email communications

• Add SM badges to email signature, articles, white papers, newsletter, case studies and blogs

• SM badge on home/landing pages

• Written or verbal announcements or requests to become ‘fans’

2. SM Integration

• Link all social media accounts to website

• Add SM badge on homepage

• Add SM badges on all email communication and marketing print materials

• Email blast announcing SM presence and encourage friends to be a fan or follower

• Allow blog sharing capabilities


What can do for you

• Write strategy and implement• Update status, post relevant program/event

content, pose questions, devise contests, engage/interact with fans and post photos and videos

• Manage blog content and post and link to platforms

• Optimize social media sites• Inspire others to share• Build company/brand awareness and recognition


Measuring Social Media Efforts• Leads generated• Products sampled• Growth of fans, followers and friends• Website traffic and page views• Conversion rate• Google analytics and others


ContactFor questions and/or comments:

Carmina BacaniOwner/Marketing ConsultantInfuse [email protected]


carminabacani

@infusemarketinginfusemarketing