The Science Of Social Media Marketing
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The Science Of Social Media Marketing

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Social Media Strategy

Social Media Strategy

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The Science Of Social Media Marketing The Science Of Social Media Marketing Presentation Transcript

  • The Science of Social Media  Marketing Ready to go viral?
  • Defining Social Media Marketing
  • What is web 2.0? “We're moving away from 'users,' 'customers,' and  'shoppers.' Social media is bringing back the human  element to all digital interaction.” ‐ ReadWriteWeb
  • Who is this for? Web 2.O geek, trend watchers Football fans Social Media Strategist Travelers Professionals • For all users! • Low investments
  • Key platforms : Be aware of the  options, but don’t over commit Share Wikis and Store Online Blogs Collab. Visual Content Twitter Social Networks
  • Key platforms • Communication and Promotional Tools Multimedia  Blogs – Social Networks Content – Blogs Social – Twitter Networks Twitter – Multimedia content (video / photos / ppt) • Organizational Efficiencies  – Wikis / crowd source Share Online Wikis and – Share, access, store Store Collab. – Cloud‐collaboration
  • Social  Networks • What is out there? • So I have a page, now what? – LinkedIn : ecosystem – Upload contacts – Facebook :  friends – Spark two‐way conversations – Twitter : communications – Animation (blog, …) – Ning : organizations – MySpace : music
  • Networks PROFESSIONAL SOCIAL
  • Twitter • What is it? • Who uses it? – Permanency of blogging  – The media – Utility of emailing – Politicians – Sociality – C‐level executives; decision makers – Agility of text – Brands and organizations • Why join? – Online influentials – Disseminate information – Converse and share – Build a network – Gain insights
  • Multimedia  Content • Why you need it: • Why you need it: – A picture is worth… – A picture is worth… – Tell your story; create a  – Tell your story; create a  lasting resource lasting resource – Make it compelling; short  – Make it compelling; short and  and something you’d pass on  something you’d pass on  – Create assets to share with  – Create assets to share with  on and offline media outlets on and offline media outlets
  • Multimedia content
  • Blogs • Not “just a blog” – many  • Permanent, but imperfect – many  considerations: decisions: – Your organization’s blog – Software – Influencer blogs – Engagement strategy – Employee blogs – Message and positioning – Coalition / member blogs – Intelligence and tracking – Competitor / adversary blogs
  • Wikis • Why you need them: – Define the debate at point of  research: Wikipedia • What are wikis? – Replace internal intranets – Collaborative resource – Create a puzzle‐piece mentality  – Relies on “wisdom of the  that encourages more  crowds” participation and knowledge‐ – Not always accurate,  sharing buuuuut…here comes  – Enable easy access everybody! – Document evolution and keep  definitions dynamic (e.g., of your  issue / organization)
  • Share and • What tools are available? Store – Google Docs  – Google Reader / RSS – Slideshare – Delicious – YouSendIt Docs – TinyURLs – “Share This” • Why you need them: – Cost effective ($0) – Accessible anywhere – Time‐saving – Searchable; can make public
  • Social Media Strategy
  • Why social media? • Lowers the transaction costs for individuals to organize, connect and  discover  • Corrects the asymmetry of information that often exists between brands  and consumers • Online tools are, at their core, simple and effective; they help actualize  things offline in a faster, more stream‐lined way • The online space allows for social capital, links, resources and information  to be exchanged, stored and referenced ad infinitum • Supports and amplifies offline efforts
  • The 7 Steps to planning and  executing a web 2.0 Campaign 1. Set goals 2. Establish team roles 3. Brand and integrate campaign elements 4. Scope, research, understand  5. Evaluate and select platforms 6. Document
  • ‐1‐ Defining a strategy ANALYZE – Providing Intelligence – Audits, Reporting, Analysis and Metrics – Wikipedia Monitoring and Management PROTECT – Helping Defend Your Issue – Monitoring and Reputation Management  – Analysis, Assessment and Strategic Response PROMOTE – Moving Information – Digital Public Relations  – Social Media Engagement – Search Engine Consulting and Optimization  – Grassroots Messaging
  • Quantitative tools to gauge success  • Basic metrics – Connections, fans, wall posts – Video views, comments and subscriptions – Visitors and link‐backs to your site and/or blog – Blog and Twitter buzz – quantity and impressions – Tonal reaction (positive/negative) – Benchmark reports (beginning/end; weekly/monthly) • Campaign‐dependent metrics – Actions taken – Voters, constituents, consumers – Launching point for future efforts
  • Quantitative tools to gauge success  sitemeter.com (some bloggers display this on their sites) google.com/analytics (set this up if you are running a site, unique visitors for Facebook) compete.com (compare and evaluate web traffic) tweetstats.com & trackzor.com (stats from Tweeter / Facebook, MySpace) mybloglog.com (stats on Flickr, MySpace and Wordpress)
  • ‐2‐ Define team roles • Social Web Presence – Community Manager: Communicates on behalf of the campaign,  under their own name, everywhere online – Brand Manager: Ensures that message and aesthetics are consistent  across entire campaign (on and offline)  – Analyst: Tracks, records and reports on campaign successes; helps  recalibrate where needed
  • ‐3‐ Brand and identity guideline • Brand – Use the same graphic element  – Use the Corporate Identity Guideline – Write a mission statement and tagline • Integrate – Store everything in the “cloud” (wiki, Google docs,…) – Connect what you are doing offline, online (and vice‐versa) – Lean on digital and social technologies to help you disseminate  your message and connect with stakeholders
  • ‐4‐ Scope, research, understand  • Scope the terms, issues and individuals you want to learn more about, engage and inform • Research the issues/people you are targeting – Google news and Google blog search – Technorati blog search – Live Journal (tend to be most personal) – MySpace (blog posts can be similar to LJ) • Understand the people you want to reach – Message analysis (what resonates?) – Look at “About” pages and bios – Prepare to reach out over email, Facebook, Twitter, Linkedin,…
  • ‐5‐ Select Platforms
  • Cross‐media campaign Blogs Wikis LINKEDIN Multimedia Share Content and Store
  • ‐6‐ Document everything • There are two stories at play here – find a way to tell both – The one that you are working to articulate through the campaign  itself:  planned and under control – The one that is ‘behind‐the‐scenes’ / ‘making‐of’ experience: mainly  uncontrolled !  Need community management!
  • Web 2.0 is a garden: plant,  water, weed, maintain;  repeat!
  • More questions?  @lbano Masino Social Media Strategist http://be.linkedin.com/in/albanomasino http://twitter.com/AlbanoMasino