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Michael A. Gaspar
Northern Illinois University
American Marketing Association
November 3, 2010
“Finding the Me in Social M...
“Finding the Me in Social Media”
CELL PHONES
“Finding the Me in Social Media”
Tweet your questions and thoughts using #smNIU
Check in to Northern Illinois University (...
“Finding the Me in Social Media”
• The Nature of Social Media
• Building a Brand via Social Media
• Tweeted and Live Quest...
“Finding the Me in Social Media”
• Social Media is an Art, NOT a Science
• Value is MOSTLY intangible
• Metrics are NOT tr...
“Finding the Me in Social Media”
“Social media is neither a necessary nor sufficient force for
good or evil. Ultimately, i...
“Finding the Me in Social Media”
• 50% of all consumers consider social media when making a
buying decision (65% among 18-...
“Finding the Me in Social Media”
• Innovative and large companies early adopters (large budgets)
• Setting the tone for so...
“Finding the Me in Social Media”
• Primarily adopted by very savvy small business owners
• Focused on networking, branding...
“Finding the Me in Social Media”
• Key to growth is education and awareness
• Medium for growth of small business and sole...
“Finding the Me in Social Media”
• CONVERSATION
• Common platform for consumers and businesses
• Accountability and Ethics...
“Finding the Me in Social Media”
• The “Post Everything” Phenomenon
• False and self-proclaimed gurus
• Intimidation
• “Ge...
“Finding the Me in Social Media”
Building a Brand via Social Media
“Finding the Me in Social Media”
• Values
• Personality
• Philosophy
• Voice
• If applicable or possible, a logo and tagli...
“Finding the Me in Social Media”
PEOPLE DO BUSINESS WITH YOU BECAUSE THEY LIKE YOU
Mantra
“Finding the Me in Social Media”
• Largest medium in marketing history
• Track-able via metrics (Twitter and Google Analyt...
“Finding the Me in Social Media”
“Listen Model” Michael Gaspar 2010
“Finding the Me in Social Media”
• Differentiation
• Rapport and Reputation
• Grad School
• Job Opportunities
• Foundation...
“Finding the Me in Social Media”
QUESTIONS
#smNIU
“Finding the Me in Social Media”
m@michaelgaspar.com
“Finding the Me in Social Media”
• Northern Illinois University
• American Marketing Association of NIU
• Professor Woznia...
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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

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Transcript of "(NIU) Finding the Me in Social Media"

  1. 1. Michael A. Gaspar Northern Illinois University American Marketing Association November 3, 2010 “Finding the Me in Social Media”
  2. 2. “Finding the Me in Social Media” CELL PHONES
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 13. “Finding the Me in Social Media” Building a Brand via Social Media
  14. 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. 15. “Finding the Me in Social Media” PEOPLE DO BUSINESS WITH YOU BECAUSE THEY LIKE YOU Mantra
  16. 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. 17. “Finding the Me in Social Media” “Listen Model” Michael Gaspar 2010
  18. 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. 19. “Finding the Me in Social Media” QUESTIONS #smNIU
  20. 20. “Finding the Me in Social Media” m@michaelgaspar.com
  21. 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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