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UVic - Service Management - March 2012
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UVic - Service Management - March 2012

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Slides from March 5, 2012 guest lecture on online marketing and building your personal brand through Social Media.

Slides from March 5, 2012 guest lecture on online marketing and building your personal brand through Social Media.

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  • Come to mean anywhere there’s 2 way, “public” or group interaction online.
  • NetworkingTrade ShowsFocus on Individual
  • NetworkingTrade Shows
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Transcript

  • 1. Peter B Gustavson School of Business – Service Management March 2012 – Robert Cooper
  • 2.  What is Social Media?
  • 3.  Social Media for Individuals. Social Media for Companies. Advertising through Social Media.
  • 4. A sure-fire plan: Become an expert on something. Build a network. Become known as an expert.
  • 5.  Start now on your network. Be a specialist.
  • 6.  So I want to get known for having specialized knowledge as an expert in Hotel Consulting...
  • 7.  Travel Patterns Occupancy Rates Currency Implications Green Strategies Maybe even become a specialist on one of the above. Let’s look at venues to post links, share insights and get known…
  • 8.  Blogs & Guest Posts Website? Linkedin Twitter Article Marketing Press (i.e. HARO)
  • 9.  Content Plan Platform? Hosted/Self Hosted? Site possibilities? SEO
  • 10.  Different local, internation al and vertical strategies. Excellent promo tool for your blog and vice versa.
  • 11.  Facebook for Business, with $$$ involved. Connect forever with everyone you meet (and like) in business. Access to folks you couldn’t otherwise get to. Ridiculously powerful if you use it proactively (1/2 – 1 hour/week).
  • 12.  The new resume...
  • 13.  “Live” Rolodesk
  • 14.  Status
  • 15.  Groups:
  • 16.  Answers:
  • 17. Results (with modest, systematic effort): Contract – New York Featured Case Study – Texas/MarketingProfs.com Contract x 2 – Tucson Contract – Ottawa Contract – Singapore/San Francisco
  • 18.  B2B? Think about a trade show analogy.
  • 19.  B2C? ◦ Make your customers look great and give them a way to show the rest of the world (newsfeed). ◦ Engage and invite feedback. ◦ Incentivize engagement ONLY with relevant rewards and reward the behaviours you want to see. ◦ Keep it simple.
  • 20.  Typical user has well over 150 friends. Having 10 photos from an event tagged on your Facebook page can mean 1500+ impressions to the Friends of your tagged subjects.
  • 21.  Still a tiny fraction of the ad click volume of Google (think maybe 5% at the top end). Not highly practical for B2B. Fantastic demographic targeting. Great opportunities for B2C.
  • 22.  What’s the value of reaching your own portfolio of relevant niches for a few dollars a day vs paying $500-$5000 on a one-time, untargeted print ad?
  • 23.  Limited volume for broader offerings. Fantastic targeting for B2B. Overall, generally cost effective. Accessible through other channels as well...