This document provides an overview of social media marketing from a consulting firm called SAPPO & CO. It discusses what social media is, why businesses should use social media, how to develop a social media strategy, and the services SAPPO & CO offers to help clients with social media. The presentation is divided into several sections that cover topics such as understanding customers on social media, developing engaging content, managing social media campaigns, and ensuring strategies are optimized for business goals and growth. SAPPO & CO promotes its "Social Business Value Creation" approach and expertise in helping businesses of all sizes and industries succeed with social media.

1. Social
Media &
All that
Jazz
SAPPO & CO.

2. Presentation Scope
What’s on the menu?
1. What is Social Media & Marketing?
2. Our viewpoint delivery
3. How do I know if I’m right for social media?
4. How do I succeed in the internet?
5. So what about the risks?
6. Where do we come in?

3. Social Media Marketing can be extremely beneficial
or destructive: Strategy & Expertise is non-negotiable.
Social media marketing options must be
analysed against business profile & needs.
Our Message: Social Media Marketing is a response to scaling your
business sustainably & learning all about what your customers
Scale Internet exposure via
Social Media Marketing

4. What is social media?
Social Media is the countless array of internet based tools
and platforms that increase and enhance the sharing of
information making the transfer of
text, photos, audio, video, amongst internet users much
easier.
Type of social media activities
Sharing
Businesses must engage in the following activities through social media:
Listening
Responding
Measuring Learning
Source: Altimeter Group (2012)

5. Social Media
is a natural business evolution
• An avg. Facebook (FB) users has 130
friends
• Monthly active FB users now total nearly
850mn
• 500 years of YouTube video are watched
every day on Facebook
• 85% of internet users have FB accounts;
49% are on Twitter
• Red Bull is the brand with the most
subscribers : +1mn
1.8
2.3
2.9
3.7
4.6
2.7
4.4
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Global avg. hrs./week spent on each online activity
According to
NetPop, Social
Media use in
the US has
increased by
356% between
2006-12
Over
1 million
websites
have
integrated
with
Facebook
US Internet users
spend 3X more
minutes on blogs &
social networks
than on email.
Source: C|Net (2012), Tech Crunch (2012), Hubspot (2012)

6. 80% of social
media users prefer
to connect with
brands through FB
The number of
businesses that say
FB is critical or
important to their
business increased
by 75% from 2009
77 % of B2C
companies and 43 %
of B2B companies
acquired customers
from FB
15% of the average
local business’ fans
are in the city where
the business is
located
Business confidence in social media
marketing is on the rise – It just makes sense.
63% of interviewed
companies using social
media say social media
has increased their
marketing Effectiveness
With the global
expansion of the social
media eco-
system, businesses
have more support &
tools from which to
optimise their
operations.
Source: Hubspot (2012), Business Insider (2012), ZDNet (2012)

7. Why do we love frogs?
Flexible What is your current use of internet technologies? How quickly are you able to
scale these different channels?
Receptive What is the current flow of innovation from feedback? How updated on current
technologies and tools are you? Internal staff training?
Objective Do you really know what you want? Do you have a fixed strategy and set
objectives? What is your time scope?
Good
Hearer
How much do you listen to your customers? Can you measure this? What do you
do with this data – Actions?
Subtle What is your current marketing campaign like? What is you current Lead-to-sales
conversion? Are you increasing traffic towards your site? Are your campaigns
aggressive? In line with target customer behaviour preferences and trends?
Agile How quick are you able to implement changes? How much resources have you
dedicated to social media operations. What are your B2B relationships? What is
the external perception of your company?
Authentic Do you use automated responses? What is the quality of the content? How many
official pages do you have? How is the information managed? Do you make a real
attempt to establish a relationship with your customers? Are you using the right
platforms – is this in line with where your target customers are?
Patient Is the time you’ve allowed realistic? Are you rushing? What degree of
preparation is the business in? Do you understand how the internet campaigns
work? Are your goals too high for the time you’ve allowed?
When assessing
our client’s current
social media
strategy, we use
FROG-SAAP™
Frog characteristics
help us understand
the pillars of a
successful social
media agenda:
Source: Accenture (2013), The Next Web (2011)

8. Why Social Media?
1. High Social
Media Business
Potential
4. Increased
Customer
Engagement
3. Better
Customer
Satisfaction
2. Faster &
more effective
channel
This next section intends to substantiate our belief that
Social Media presence is essential for any global and
modern business. We’ll show you how.
Our viewpoint analysis of 4 main pillars in successful social media marketing:

9. Product
• 46% of consumers make purchase decisions via online word-of-mouth about food and beverages
It’s such a personal topic!
• Products are typically consumed in social situations: High customer loyalty trend
• Ability to exploit social media exposure through video campaigns: A visual experience
Innovation
• Increasing flows of communication leads to higher public engagement & greater flow of ideas
• Allows for the continuous perfection of the product: through authentic media presence
• Continuous B2B service innovations: reduce costs & time. Providing scaling & growth prospects
Marketing
• Ability to increase inbound marketing methods: Educating the customer & becoming ‘friends’
• Company gains a personality, a voice, an opinion. Followers read daily feed of company posts
• There is a lot of different platforms to exploit & also high potential for Guerrilla marketing.
1. Big Plus: Everyone loves soda
Food & Beverage companies are amongst the biggest players in Social Media
Marketing. Below are some of the ways we believe High Social Media Potential
can be exploited:

10. Sponsoring professional athletes
Online video campaigns
Brand personality: ‘Cool’, ‘Radical’
Interlinked main platforms
Mass Customisation
Focused user engagement strategy
Creating a community of users –
more than a brand
Wide mobile network & Investment
in high viewing sports shows
High & Rich content development
In Television industry
Music & Media ownerships
Sports competition organiser
Event management
Mash-up of advertising & entertainment
Give the people what they want to see
Authentic & personalised responses
Official community page hosting
User focused content
AudiencetoCommunity
Strategy
Bus. Dev.
Marketing
Customer
A Red Bull Analysis
Source: Redbull, (2013) Digital Organics (2012)

11. 2. Customer engagement
Community
creation
• Optimising main marketing source; word-of-mouth through an officially hosted platform
• Creating prizes, experiences and promoting adventures online through P2P discussions around brand
• Content is representation of brand personality via the interaction with customers and communications via
emails, FB, TW , YT, Vimeo amongst vehicles.
Authenticity
• Authentic personalised comments and responses on official platform – 24 hours marketing
• Quick response time – use of hotline communication pages i.e Twitter & Heathrow Airport
• Use of other mediums such as official blogs and live-stream on YT – Real, live & personal interactions
Data Analysis
• Learning more about the customer through data-mining & web analytics – Competitive advantage
• Internalising customer research programs via acquisition of info tech science capabilities: Cheaper
• Truly personalising ad campaigns by really understanding our customers and future opportunities.
Acquisition Conversion Retention strategy success formula: Robust, Flexible & Light
Engaging with customers online is crucial
to any social media strategy. You can’t
afford to get it wrong – seriously.

12. We tend to stick to 10 golden rules.
We’re serious about success ;)
1. Write back. Always.
2. Social is 24/7 – not a one-time stunt
3. Monetization attempts go up, consumer
experience goes down.
4. Not everything will work. But hey, that’s fine.
5. Embrace negative content about your brand
6. Have that almighty crisis plan.
7. Use ads to accelerate good content & not to
prop up boring stuff.
8. If all you respond to is complaints, that’s all
people will send you.
9. Go mobile.
10. If social media bores you, its because your trying
to get more value than you create.

13. 3. Sustainable customer
satisfaction growth levels
Brand
Presence
• Social media marketing strategy is in line with the physical product experience perception.
• Social media presence allows for establishing a foot-hold in new industries and markets across the world.
• Your fans own your brand. Social media presence allows you to show that you care about them.
Personal
• Personalise information distribution. Via sms, email, facebook etc. Listen to what your customers want.
• Facebook comments allow for a P2P discussion around the brand. Be positive & Embracing towards fans.
• Algorithms based on history of individual user. Make suggestions as good & personal as possible.
Support
• Solve problems your customers are having through dedicated individual response services. Trust is key.
• 24hrs / 365 days support. Don’t just create invisible services that don’t do much. Make them excellent.
• Make response times as quick as possible. Surprise your customers with great services. Consistency is key.
Keep a sustainable growth in satisfaction levels by
measuring success and ensuring consistency at all
times. It’s possible, trust us.

14. Boosting Satisfaction - Like a Sir
Tweet your customers right:
1. Respond to your customers quickly – solution can come later
2. Communicate using a human, not a corporate voice – be personable
3. Monitor for common themes & trends. Ask for feedback – know what you can
improve
Just like Brave heart, be bold:
Measure your success over & over again:
1. Customer service is a profit centre in your business, not a cost centre
2. Identify exactly what you want to measure. This is what you will want
to improve.
3. Use Q&A at the end of an interaction, to see exactly how the customer
felt about how you handled their query.
1. Don’t be afraid to experiment – try new things & learn from it
2. Knowledge bank section in your website – lower high volume queries
3. Self-help: info-rich sites host P2P discussion forums solve queries

15. 4. Faster. Cheaper. Stronger.
Faster
• Faster product launching rates –You can quickly reduce the time to launch your product.
• Viral marketing potential – its becoming easier to go viral. Attract brand ambassadors as far as you want.
• Mobile technology – Growing penetration rates. Increase the time your customers are spending on you.
• Leverage your brand on existing super platforms and partner up with them – increase your width.
Cheaper
• Ability to eliminate agencies and internalise marketing strategy. Permanent & Consistent cost streamlining.
• Compete with rivals via online Guerrilla marketing strategies. High budgets do not mean better campaigns
• Re-direct traffic to main website organically without artificial tools. No dependence on risky third parties.
Stronger
• Allows you to test you products before launch with lower exposure rates. Increase your success rate.
• Centralize your global internet presence. Strength brand perception through one global social strategy.
• Educating customers is what you want. Forcing customers to read your ads is short-sighted.
Cut costs, eliminate third parties &
increase global exposure quicker.
Your customers will appreciate it.

16. Social Media is not a Joke
Companies fail online because they underestimate social media.
Uncontrollable volumes, no strategic alignment & badly
constructed brand images are common mistakes.

17. Social
Business
Value
Creation™
Our model & service offering
aims to help the client at every
step of the way. We will let you
build your service offering.
Let’s now focus on what you
really need...

18. A
successful
cycle
Tech
Audit
Measurement
& Objective
Identification
Preparing
Your
business
Strategy
Formulation
Campaign
Launching
Strategy
optimisation
Campaign
Management
Social Business
Value Creation™
3 weeks
3 weeks
1-4 months
1 month2 month
continuous
continuous

19. Audit. Measure. Control.
Before getting started your company
needs to define & fulfil your own
hierarchy of needs, and review your
current position before entering / scaling
in the social media space.
We can manage this process for you.
Hierarchy of
needs
Factors
Foundation Objectives, Policies, internal processes,
talent base, business profile, brand
perception – surveys & customer
research
Safety Responsibility allocation, Crisis
management plan, centralised social
media management – corporate
strategy.
Formation Social Media team formation, virtual
asset management. B2B opportunity &
cost reduction study. Number
forecasting
Enablement Staff empowerment, Workforce
Education, measuring success &
Objectives
Enlightment Holistic strategy, Real time content
updating, Database Integration, CRM
system integration, Benchmarking,
Continuous measurement of results.

20. Strategy Formulation
Our experts will listen & formulate a strategy
aligned to your interests & current business
position.
Correct platform
identification
Aligning on/offline
corporate culture
Online content
strategy design
Innovation feed:
Crowd-sourcing
GAP Analysis
Operational strategy:
automation analysis
Value : Cost ratio to
social customer analysis
Community
construction strat.
Stage 2 Stage 3
Acquisition &
Retention strategy
Stage 1

21. Campaign Management
We do this too.
Why we’re number 1 Some of the things we do
Committing to Lead-sales targets  Interlinking profile pages
Combining technology & human insight to provide
‘buzz’ tracking and performance analysis for
campaigns.
 Continuous profile optimization –
Constant monitoring and measurement
of campaigns, using most reliable
metrics.
Increased traffic to site rates or your money back  Effective connection to main site
A devoted member of the executive board
overlooking your project
 Creation of business pages on FB,
TW, Google+ , YouTube
Use of the newest tools & Software  Directing media campaigns
Extensive & continuous data analysis  Creating & Managing site pages
No surprises or headaches - never  Increasing ‘Likes’ & ‘Follows’
Extensive Mobile technology experience  Content development & Profile
updating
Extensive network & connections in the industry  Providing training for internal staff
We never over-promise  Turning fans into customers

22. Let us be your coach & player
Social Media is a great marketing channel to increase your exposure in the
internet. However, not all companies are suitable or prepared exposure.
We have a 100% success rate because we never over-promise. We will make
sure your business is prepared for this exposure by supporting you at every
stage of the process .
This is the Social Business Value Creation Service we offer.
What we promise:
•Personalisation
•Competitive Rates
•Expertise
•Creativity/Innovation
•Flexibility
•Honesty
•Campaign Management

23. Rio de Janeiro
Edifício Rio Metropolitan
Avenida República do Chile, 500
CEP 20031-170 - Rio de Janeiro (RJ)
Tel: +55 21 4501-9000
Cape Town 10th Floor
- Convention Towers
C/o Heerengracht & Coen
Steytler Foreshore
Cape Town
Tel: +27 (21) 408 1300
London
12 Plantation Place
30 Fenchurch Street
London
EC3M 3BD
Tel: +44 (0) 20 7844 4000
South Africa Rio de Janeiro London
Find us on
Website: Sappo.com
Facebook: Sappo & Co.
LinkedIn: Sappo & Co.
YouTube: Sappo & Co.
Twitter: #Sappo&co

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Reference List II