The document discusses social media marketing and advertising. It provides an overview of topics like the consumer decision making process, advertising on social media, what people like and dislike about social media, and measuring the impact of social media marketing. It also shares advice and perspectives from experts on topics such as developing engaging content, identifying influencers, listening to online conversations, and creating a social media personality.
2. YOUR PRESENTER
Raj S Murthy Ph.D.
Engineer, Manager, Consultant, Marketer, Professor
Twitter, Skype, G+, LinkedIn: RAJSMURTHY
www. rajmurthy.com
@rajsmurthy
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3. OVERVIEW
Reviewing the consumer decision making journey
Advertising on social media
What we love and hate about social media
The Basic
Greek philosophy
Tom cruise
Karl Popper
Show me the money
Content ninja time
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4. REVIEW MATERIAL
Evoked Set
Group of brands, resulting from an
information search, from which a buyer
can choose
Consideration Set
A smaller set of brands narrowed down
from the evoked set from which actual
choice is made
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13. THE PROS/CONS LIST
Why we love social media
Connect directly with customers, contacts, fans.
Deepen customer relationships and answer their questions quickly.
Reach prospects who are highly targeted.
Be in front of followers and customers frequently, even daily.
Get feedback and learn what's on your customers' minds fast.
Create new business opportunities.
Here's why some entrepreneurs hate social media. It:
Takes a lot of time.
Increasingly takes money, for staff or ads, to be viewed.
Is challenging as to what to post.
Is hard to measure ROI.
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15. WHERE ARE THE INFLUENCERS?
Who is talking about the problem your product solves?
Where are they talking about it and what language are they using?
Who are the influencers actively able to affect awareness and product
use?
Klout, Kred, PeerIndex, recent hashtags, participation in twitter chats
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16. LISTEN FOR INSIGHT
Social media monitoring is an ongoing effort to assess
online interest trends and for hits about a particular
topic during a given moment in time
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17. COMMUNITY IS THE CORE OF SOCIAL
Communities already exist. Instead think
about how you can help that community
do what it wants to do.
Marc Zuckerberg – Entrepreneur, Facebook, Privacy Enthusiast
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18. CONTENT IS THE ENGINE OF MARKETING
In the past you were what you owned.
Now you are what you share.
Charles Leadbeater - Journalist/Author/Political Advisor
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19. ARISTOTLE CAN HELP YOU WRITE CONTENT
Logos - Logic, Facts, Social Proof
Pathos – Emotions. Connectedness, vivid language and narratives.
Ethos - Credibility, Authority and Authenticity
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20. ARISTOTLE CAN HELP YOU WRITE CONTENT
Logos
Facts
Reasoning
Social Proof
Pathos
Emotion
Human
Storytelling
Ethos
Credibility
Authority
Authenticity
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23. CLOUDS AND CLOCKS
Do not interpret clouds as clocks
and clocks as clouds.
Identify what social media does
for you over time.
You have already planned and
aligned your objectives and goals
for social media with the larger
business strategy.
Some items are simply not going
to be measured in a direct
manner.
Get creative in measuring items.
Not too creative, grasping at
clouds is not helpful.
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24. BASIC LEVEL - GOOGLE ALERTS
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26. NINJA LEVEL - GOOGLE URL BUILDER
For every link you post
Three simple items to fill out
Copy link and post it in
Emails
Facebook links
Website links
Twitter links
Affiliate links
Own blog
General blogs
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28. SHARE THE CREDIT WITH SOCIAL
Giving all of the credit to the first click is “like giving all of the credit
for marrying my wife to my first girlfriend.”
Avinash Kaushik – Google Analytics Evangelist
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