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Slone bus413-short-presentation


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  • 1. Elaboration and discussion of:The Social Media Bible: Tactics, Tools and Strategies ForBusiness Success by Lon SafkoSocial Media for BusinessDeAnna SloneBUS413April 20, 2013
  • 2. Discussion PointsDeAnna SloneBUS413April 20, 2013Social Media DefinedReferencesNew Paradigm: Word of Mouth at the Speed of LightROI of Social Media15 Categories of Social MediaStatistics of Social MediaFive Key Steps to Social Media Success76543212
  • 3. •DefinitionSocial: Instinctual human needs to connect-Need to be around and included in groupsMedia: Something that enables the connection-Today, represented by technological tools•Social Media is the ToolMulti-purpose relationship builder- Marketing- Customer service- Corporate message no longer controlled• Consumers value product opinion from socialfriends above what the business saySocial MediaDefinedDeAnna SloneBUS413April 20, 2013 3
  • 4. Social Media Categories (15) Real-time technological tools are available at everyone’s fingertips. Opinions andinfromation is distributed in a blink of an eye. The authors and audience are extremely diverse: public and even internal (employees). A business should be a part of every category.Friends, FamilyBusines toBusinessBusiness toConsumerDeAnna SloneBUS413April 20, 2013 4
  • 5. Word of mouth at thespeed of lightNew Paradigm:DeAnna SloneBUS413April 20, 2013 5•One bad comment to millions in less than a secondRequires businesses to actively monitorMitigation should follow same path•Business: adopt a real-time philosophy24/7 proactive staff around the world
  • 6. Three most popularSocial Media StatisticsTwitterPinterestFacebookUsers 500m 10.4m 1BUnique Visitors/mo 39m 12m 167mAge35-44 22.50% 27% 24%25-34 24% 29% 18%Avg Time Spent 36 min 77 min 12 minIncome< 25k 15% 8% 10%25-49k 42% 40% 32%50-75k 10% 10% 12%DeAnna SloneBUS413April 20, 2013 6
  • 7. Success and Opportunity ExamplesReturn on Investment (ROI) Search Engine Marketing (SEM) viaGoogle AdWords Matches demographics on all usersand positions related advertising touser profile Organic changes on the fly to manageeffectiveness in real-time Statistics and measurements providedhourly the day after Google maintains integrity to theircustomers to mitigate fraud Know your target audience, set goals,and proactively measure Use Google Analytics to proactivelymeasure and adjust AdWords StrategyGoogle AdWords Top sales and web site records in 38-year history using Twitter Committed resources to the potential Management buy-in required 48-hour fare sales on Twittter only (twicein 3 months) Measurement and reporting essential –especially for predicting what couldhappen Success Factor: Organizational ChangeSouthwest Airlines1 2DeAnna SloneBUS413April 20, 2013 7
  • 8. Five Key Steps to Social Media SuccessTotal is greater than that of the sum of the partsAnalyze yourexistingmediaMust be apart of thesocial mediatrinityIntegratestrategiesProactivelyresourceImplementand measureand measureagainDeAnna SloneBUS413April 20, 2013 8
  • 9. n.a. (December 2012). Job Stock. Blog by Job Stock onSocial Media – Graphic by Quicksprout., L. (2010), “The Social Media Bible,” 2nd Edition.Wiley Publishing.ReferencesDeAnna SloneBUS413April 20, 2013 9