1.Social Marketing
How?
Why?
What?
Where?
Me???

2. Social Marketing

Community

3. Connection 4. Contribution 5. Conversation 6. CollaborationCustomer Loyalty
10/17/09 Kathryn Gorges
2
Santa Cruz Marketing Bootcamp
7. Social Media Marketing Mechanics
Website
Blog
Email
LinkedIn
Facebook
YouTube
Twitter
Flickr
Delicious
Digg
Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
3
Santa Cruz Marketing Bootcamp
8. Case Study: Best Western
Website
Blog
LinkedIn
Facebook
Twitter
YouTube
Mobile
Desktop Widget
10/17/09 Kathryn Gorges
Target Market: Travelers, families, business, middle-income, inexpensive vacations, seniors/retirees
The Worlds Largest Hotel Chain
4
Santa Cruz Marketing Bootcamp
9. Standard WebsiteObjective: Close the dealConversionLanding PagesUser InterfaceAnalyticsSEO
10/17/09 Kathryn Gorges
5
Santa Cruz Marketing Bootcamp
10. ContributionFunConnectionCommunityBlog
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
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LinkedInCorporateOverview
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Santa Cruz Marketing Bootcamp
12. 10/17/09 Kathryn Gorges
Facebook PageMakes travel fun
8
Santa Cruz Marketing Bootcamp
13. YouTube Best Western TV: special interest episodes
10/17/09 Kathryn Gorges
9
Santa Cruz Marketing Bootcamp
14. Twitter: Fun, exotic, easy travel
10/17/09 Kathryn Gorges
10
Santa Cruz Marketing Bootcamp
15. 10/17/09 Kathryn Gorges
Desktop Widget
11
Santa Cruz Marketing Bootcamp
16. Social Media Marketing Mechanics
Website

Blog

Email
LinkedIn
Facebook
YouTube
Twitter
Flickr
Delicious
Digg
Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
12
Santa Cruz Marketing Bootcamp
17. CommunityConnectionBlog
10/17/09 Kathryn Gorges
13
Santa Cruz Marketing Bootcamp
18. Photo Blog
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
19. Personal Brand
Blog
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
20. Main Web Presence Blog
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
21. WordpressContentMgmtRecipeFreeOpenMany add-in featuresLots of layouts easily customizedWebsite platform
10/17/09 Kathryn Gorges
17
Santa Cruz Marketing Bootcamp
22. Social Media Marketing Mechanics
Website
Blog

Email

LinkedIn
Facebook
YouTube
Twitter
Flickr
Delicious
Digg
Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
18
Santa Cruz Marketing Bootcamp
23. Constant ContactEmail Mktg CampaignsMetricsNot spamHTML formatRecipeFree trial
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
24. iContactEmail Mktg CampaignsMetricsNot spamHTML formatRecipeFree trial
10/17/09 Kathryn Gorges
20
Santa Cruz Marketing Bootcamp
25. Vertical ResponseEmail Mktg CampaignsMetricsNot spamHTML formatRecipeFree trial
10/17/09 Kathryn Gorges
21
Santa Cruz Marketing Bootcamp
26. Social Media Marketing Mechanics
Website
Blog
Email

LinkedIn

Facebook
YouTube
Twitter
Flickr
Delicious
Digg
Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
22
Santa Cruz Marketing Bootcamp
27. LinkedInHomePageStatusMenuSuggestedContactsUpdates:GroupsPeopleApp InfoSearch
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
28. LinkedInProfilePageEdit/ViewResume InfoShort DescSnapshot Impression
10/17/09 Kathryn Gorges
24
Santa Cruz Marketing Bootcamp
29. LinkedInGroupsPageOrderingDisplayingCreating
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
30. LinkedInApplications
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
31. LinkedInCompanyPage
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
32. LinkedInCompanyPage
10/17/09 Kathryn Gorges
28
Santa Cruz Marketing Bootcamp
33. Social Media Marketing Mechanics
Website
Blog
Email
LinkedIn

Facebook

YouTube
Twitter
Flickr
Delicious
Digg
Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
29
Santa Cruz Marketing Bootcamp
34. FacebookSignupPagePersonalProfileBusiness Fan Page
10/17/09 Kathryn Gorges
30
Santa Cruz Marketing Bootcamp
35. Facebook Home Page: News feed/Highlights/Settings
10/17/09 Kathryn Gorges
31
Santa Cruz Marketing Bootcamp
36. Facebook Profile Page: Tabs/Boxes/Chat/Apps/Friends
10/17/09 Kathryn Gorges
32
Santa Cruz Marketing Bootcamp
37. Facebook Fan Page: Business/Personal Brand/News Feed
10/17/09 Kathryn Gorges
33
Santa Cruz Marketing Bootcamp
38. FacebookFan PageInsightsAdminsAppsSettings
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
39. FacebookFan PageWall
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
40. Facebook
Fan Page
Landing
Tab
FBML
10/17/09 Kathryn Gorges
36
Santa Cruz Marketing Bootcamp
41. Social Media Marketing Mechanics
Website
Blog
Email
LinkedIn
Facebook

YouTube

Twitter
Flickr
Delicious
Digg
Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
37
Santa Cruz Marketing Bootcamp
42. YouTubeSignup BrandingEmbed/Share/Link EverywhereFree Storage10 minute limitMany formatsInstant Video
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
43. YouTube Home Page
Subscriptions
Recommendations
Features
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
44. YouTubeChannelCustomizeBlogConnectDashboard
10/17/09 Kathryn Gorges
40
Santa Cruz Marketing Bootcamp
45. Social Media Marketing Mechanics
Website
Blog
Email
LinkedIn
Facebook
YouTube

Twitter

Flickr
Delicious
Digg
Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
41
Santa Cruz Marketing Bootcamp
46. TwitterSignupPageBrandingSimpleMeaningful
10/17/09 Kathryn Gorges
42
Santa Cruz Marketing Bootcamp
47. Twitter Settings PageURLBio: SearchLocationName vs. UsernamePicture
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
48. TwitterProfilePageShows your own tweetsFollowersFollowing
10/17/09 Kathryn Gorges
44
Santa Cruz Marketing Bootcamp
49. TwitterHome PageTweets of who you are followingTrending TopicsSearchDirect MessagesMentionsFavoritesResponse
10/17/09 Kathryn Gorges
45
Santa Cruz Marketing Bootcamp
50. TweetDeckTwitter Desktop ManagerMultiple AccountsSearchesAuto Feed Update
10/17/09 Kathryn Gorges
46
Santa Cruz Marketing Bootcamp
51. Seesmic Twitter Desktop Mgr
10/17/09 Kathryn Gorges
47
Santa Cruz Marketing Bootcamp
52. Social Media Marketing Mechanics
Website
Blog
Email
LinkedIn
Facebook
YouTube
Twitter

Flickr

Delicious
Digg
Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
48
Santa Cruz Marketing Bootcamp
53. FlickrSignupPagePhotoSharingFree
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
54. Flickr100MB/moVideoTag based sharingUpgrade
10/17/09 Kathryn Gorges
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Santa Cruz Marketing Bootcamp
55. Social Media Marketing Mechanics
Website
Blog
Email
LinkedIn
Facebook
YouTube
Twitter
Flickr

Delicious

Digg
Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
51
Santa Cruz Marketing Bootcamp
56. DeliciousBookmarkingAutoTweetOrganizerTag based
10/17/09 Kathryn Gorges
52
Santa Cruz Marketing Bootcamp
57. Social Media Marketing Mechanics
Website
Blog
Email
LinkedIn
Facebook
YouTube
Twitter
Flickr
Delicious

Digg

Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
53
Santa Cruz Marketing Bootcamp
58. DiggSharingAggregatorViral
10/17/09 Kathryn Gorges
54
Santa Cruz Marketing Bootcamp
59. Social Networking InterestPersonal vs PublicMediumChoose based on your business type
Brian Solis
10/17/09 Kathryn Gorges
55
Santa Cruz Marketing Bootcamp
60. Social Media Marketing Mechanics
Website
Blog
Email
LinkedIn
Facebook
YouTube
Twitter
Flickr
Delicious
Digg
Identify your target market,
find out where they hang out,
go there and engage!
10/17/09 Kathryn Gorges
56
Santa Cruz Marketing Bootcamp