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(NIU) Finding the Me in Social Media

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PPTX. Educational/Introductory. American Marketing Association. Northern Illinois University. November 3, 2010

PPTX. Educational/Introductory. American Marketing Association. Northern Illinois University. November 3, 2010

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  • 1. Michael A. Gaspar Northern Illinois University American Marketing Association November 3, 2010 “Finding the Me in Social Media”
  • 2. “Finding the Me in Social Media” CELL PHONES
  • 3. “Finding the Me in Social Media” Tweet your questions and thoughts using #smNIU Check in to Northern Illinois University (Barsema Hall) Tell your friends about your social media swagger Let your professional network know that you are proactive
  • 4. “Finding the Me in Social Media” • The Nature of Social Media • Building a Brand via Social Media • Tweeted and Live Questions #smNIU Discussion Overview
  • 5. “Finding the Me in Social Media” • Social Media is an Art, NOT a Science • Value is MOSTLY intangible • Metrics are NOT truths • Social media ≠ Social networks Hard Truths About Social Media
  • 6. “Finding the Me in Social Media” “Social media is neither a necessary nor sufficient force for good or evil. Ultimately, it merely reflects and enables the intent of its participants.” Greg Satell Digital Tonto
  • 7. “Finding the Me in Social Media” • 50% of all consumers consider social media when making a buying decision (65% among 18-24 year olds) • 500 million + Facebook Users • 30 million + Twitter Users (16 million + active) • 60 million + LinkedIn Professionals • Over one check-in per second on Foursquare • By 2012, there are projected to be 1 billion social media users Social Media Metrics
  • 8. “Finding the Me in Social Media” • Innovative and large companies early adopters (large budgets) • Setting the tone for social media campaigns • Primarily implemented by B2C companies AT&T, Old Spice, Toyota, Starbucks • Many large businesses using cross-promotional media tactics Video (YouTube and Television), Print, Web, Mobile, SMS • Campaigns driven by creativity, spectacle, philanthropy, and comedy YouTube Social Media for Large Business
  • 9. “Finding the Me in Social Media” • Primarily adopted by very savvy small business owners • Focused on networking, branding, and community • B2B marketing • Sharing of resources and content Blogs, Articles, and Publications • 80/20 Rule 80% content about industry and community 20% content about business, promotion, etc. Social Media for Small Business
  • 10. “Finding the Me in Social Media” • Key to growth is education and awareness • Medium for growth of small business and sole proprietorships • Create jobs and change curriculum • Complete professional integration • Renewed sense of ethics and accountability Social Media in the Future
  • 11. “Finding the Me in Social Media” • CONVERSATION • Common platform for consumers and businesses • Accountability and Ethics • Not-For-Profit and Philanthropy • Empowers consumers and focuses marketers • Serves as a brand audit and marketing refresher for businesses* Not-So-Perceived Benefits of Social Media
  • 12. “Finding the Me in Social Media” • The “Post Everything” Phenomenon • False and self-proclaimed gurus • Intimidation • “Generation Degeneration” • Perception that social media marketing is a replacement for traditional marketing* Pitfalls of Social Media
  • 13. “Finding the Me in Social Media” Building a Brand via Social Media
  • 14. “Finding the Me in Social Media” • Values • Personality • Philosophy • Voice • If applicable or possible, a logo and tagline • Face-to-face networking • Strategy* The Components of Building a Social Media Brand
  • 15. “Finding the Me in Social Media” PEOPLE DO BUSINESS WITH YOU BECAUSE THEY LIKE YOU Mantra
  • 16. “Finding the Me in Social Media” • Largest medium in marketing history • Track-able via metrics (Twitter and Google Analytics) • Completely inundated and accessible • Exposure with like-minded communities • Brand reputation management • Benchmarking* The Value of Social Media Branding
  • 17. “Finding the Me in Social Media” “Listen Model” Michael Gaspar 2010
  • 18. “Finding the Me in Social Media” • Differentiation • Rapport and Reputation • Grad School • Job Opportunities • Foundation for entrepreneurship • Building value in an economy where difficult decisions are even harder Finding the Me in Social Media
  • 19. “Finding the Me in Social Media” QUESTIONS #smNIU
  • 20. “Finding the Me in Social Media” m@michaelgaspar.com
  • 21. “Finding the Me in Social Media” • Northern Illinois University • American Marketing Association of NIU • Professor Wozniak • Jeff Dammann • Keith Karum • Stephanie Pullenza & Edward Seipel Thank You!

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