Social Media,
Social Business
Sheree Martin, J.D., LL.M., Ph.D.
Faculty Shoptalk
November 19, 2013
Samford University
Questions I’ll Address:
● What is content marketing?
● What is social business and, more
importantly, why does it matter?
...
My Background:
Business-Focused Strategic Communication
Business lawyer (11 years, total)
Nearly half of doctoral course w...
Foundation
Paid Media
Owned Media
Earned Media
Content Marketing/Inbound Marketing
● Create informative, useful, entertaining free content to
help current and prospectiv...
Content marketing
has a long history.
Joe Pulizzi, founder the Content Marketing Institute,
starts with The Furrow magazin...
Content, Not "News"
My Tech History

Image Credits:
Cassette Recorder: http://2or3lines.blogspot.com/2012/11/beatles-you-never-give-me-your-mo...
My Internet History: Early Social

Image Sources : http://stopmebeforeiblogagain.com/a-brief-history-of-socialnetworks/
ht...
2003
2003
Dot Com Bubble
Freelance Vulcan
Publications
Internet Portals
My First Content
Marketing Experience
● 3-5 articles per mon...
Big Brands
Are Moving
Their Money

USA Today, Dec. 12, 2010
http://usatoday30.usatoday.
com/money/advertising/2010-12-11-p...
B2B Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs
B2B Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs
B2C Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs
B2C Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs
New Marketing
Strategy Revealed
in 2012
Three Core Underlying Goals
Creative, out-of-the-box
thinking
Throw away rules
Relationships, not
broadcasting
Topic Areas
Website Management (WordPress)
Marketing Sales Funnel
Social Channels
SEO
Digital Analytics
● Google (Universa...
http://davidrogers.biz/blog/rethinking-the-marketing-funnel-in-a-world-of-social-media/
Explore. [En]Vision. Plan. Do. Analyze.
Required Reading:
95
Theses

"Markets are Conversations"
First Class Session
Helpful
Information
Storytelling
Website
Podcast Project (10%): Why?

January/February 2012 Survey
Podcasting: Why Part 2:

January/February 2012 Survey
Podcasting: Why Part 3
USA Today Feature:
August 15, 2013

http://www.usatoday.
com/story/tech/columnist/talkingtech/2013/...
http://socialmediaclasspodcast.com
"Nuggets" & Participation (10%)
Students are expected to become active, selfdirected learners and monitor various online
b...
Online Treasure Hunts
Mini-Reports (10%)
Brand Case Studies
Niche Social Networks
Tools & Resources
Metrics & Analytics
Mini-Campaigns
● Added Fall 2012
● 2-3 weeks
● Students discover the challenges of gaining friends,
fans, likes, shares, R...
Comprehensive Strategic Plan (40%)
● P-O-S-T Approach
○
○
○
○

●
●
●
●

People
Objectives
Strategies
Technologies + Tactic...
Content Curation
Sundries
http://socialmediapractices.wordpress.com
Guest Speakers
● Rene Willet of The Weather Channel
● David Griner, Luc...
Media of Religion
Twitter research
Peer-reviewed conference paper
The Megachurch Tweets
Teaching Social Business: My Faculty Shoptalk
Teaching Social Business: My Faculty Shoptalk
Teaching Social Business: My Faculty Shoptalk
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Teaching Social Business: My Faculty Shoptalk

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Presentation I gave November 19, 2013 about how I teach a course I developed called Social Media Practices. It's really about social business, but I'm in the JMC department and couldn't use "Business" in the course title. I also cover how/why I'm uniquely-qualified to teach this course--I actually use the tools I teach and have been engaging socially online since 1990.

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Teaching Social Business: My Faculty Shoptalk

  1. 1. Social Media, Social Business Sheree Martin, J.D., LL.M., Ph.D. Faculty Shoptalk November 19, 2013 Samford University
  2. 2. Questions I’ll Address: ● What is content marketing? ● What is social business and, more importantly, why does it matter? ● How has the social web changed the rules for marketing and promotion? ● Why are these topics worthy of classroom time, scholarship and creative projects?
  3. 3. My Background: Business-Focused Strategic Communication Business lawyer (11 years, total) Nearly half of doctoral course work in Culverhouse C&BA courses (management and statistics) Entrepreneurial mindset New ideas, "Third Way"
  4. 4. Foundation Paid Media Owned Media Earned Media
  5. 5. Content Marketing/Inbound Marketing ● Create informative, useful, entertaining free content to help current and prospective customers. ● Answer questions about products, services or industry. ● Build awareness and trust. ● Shows how the product/service solves a problem. ● Tell stories. ● Publish on website. ● Share through social channels.
  6. 6. Content marketing has a long history. Joe Pulizzi, founder the Content Marketing Institute, starts with The Furrow magazine, created and published by John Deere to educate farmers about new farming technology and the business side of farming. http://contentmarketinginstitute.com/2012/02/history-content-marketing-storytelling/
  7. 7. Content, Not "News"
  8. 8. My Tech History Image Credits: Cassette Recorder: http://2or3lines.blogspot.com/2012/11/beatles-you-never-give-me-your-money.html VSH Camera: http://www.mrmartinweb.com/video.html Macintosh: http://brianzeve.wordpress.com/2011/10/09/thirty-five-years-of-technology-transformation-thank-you-mr-jobs/ Word for Windows: http://www.crystalxp.net/news/en739-evolution-microsoft-word-logo-interface-home-page.htm
  9. 9. My Internet History: Early Social Image Sources : http://stopmebeforeiblogagain.com/a-brief-history-of-socialnetworks/ http://www.stockmarketlogos.com/telecom-services/earthlink-logo-stock-symbol/
  10. 10. 2003
  11. 11. 2003
  12. 12. Dot Com Bubble Freelance Vulcan Publications Internet Portals My First Content Marketing Experience ● 3-5 articles per month for print + online content publishing
  13. 13. Big Brands Are Moving Their Money USA Today, Dec. 12, 2010 http://usatoday30.usatoday. com/money/advertising/2010-12-11-pgadvertising_N.htm
  14. 14. B2B Content Marketing 2014 Benchmarks, Budgets & Trends--North America Content Marketing Institute & MarketingProfs
  15. 15. B2B Content Marketing 2014 Benchmarks, Budgets & Trends--North America Content Marketing Institute & MarketingProfs
  16. 16. B2C Content Marketing 2014 Benchmarks, Budgets & Trends--North America Content Marketing Institute & MarketingProfs
  17. 17. B2C Content Marketing 2014 Benchmarks, Budgets & Trends--North America Content Marketing Institute & MarketingProfs
  18. 18. New Marketing Strategy Revealed in 2012
  19. 19. Three Core Underlying Goals Creative, out-of-the-box thinking Throw away rules Relationships, not broadcasting
  20. 20. Topic Areas Website Management (WordPress) Marketing Sales Funnel Social Channels SEO Digital Analytics ● Google (Universal)Analytics, Facebook, Twitter Brand Best Practices P-O-S-T Planning: People, Objectives, Strategies & Tactics
  21. 21. http://davidrogers.biz/blog/rethinking-the-marketing-funnel-in-a-world-of-social-media/
  22. 22. Explore. [En]Vision. Plan. Do. Analyze.
  23. 23. Required Reading: 95 Theses "Markets are Conversations"
  24. 24. First Class Session
  25. 25. Helpful Information Storytelling
  26. 26. Website
  27. 27. Podcast Project (10%): Why? January/February 2012 Survey
  28. 28. Podcasting: Why Part 2: January/February 2012 Survey
  29. 29. Podcasting: Why Part 3 USA Today Feature: August 15, 2013 http://www.usatoday. com/story/tech/columnist/talkingtech/2013/08/15/podcastexplosion/2647963/
  30. 30. http://socialmediaclasspodcast.com
  31. 31. "Nuggets" & Participation (10%) Students are expected to become active, selfdirected learners and monitor various online blogs and thought-leaders. Share "nuggets of wisdom" with the class orally and via the class blog.
  32. 32. Online Treasure Hunts
  33. 33. Mini-Reports (10%) Brand Case Studies Niche Social Networks Tools & Resources Metrics & Analytics
  34. 34. Mini-Campaigns ● Added Fall 2012 ● 2-3 weeks ● Students discover the challenges of gaining friends, fans, likes, shares, RTS on Twitter, Facebook, Instagram, Pinterest ● Opportunity to quickly get into Facebook Insights and Twitter analytics
  35. 35. Comprehensive Strategic Plan (40%) ● P-O-S-T Approach ○ ○ ○ ○ ● ● ● ● People Objectives Strategies Technologies + Tactics Key Performance Indicators Content Ideas Sample Content Editorial Calendar
  36. 36. Content Curation
  37. 37. Sundries http://socialmediapractices.wordpress.com Guest Speakers ● Rene Willet of The Weather Channel ● David Griner, Luckie & Co. ● Hafez Adel, ReTargeter ● Wade Kwon, Birmingham Blogging Academy
  38. 38. Media of Religion Twitter research Peer-reviewed conference paper The Megachurch Tweets
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