Social Media Marketing - Guest Presentation for Babson's Enterprise 2.0 class ( #MIS3525 )

2011.10.14

@abelniak http://www.abelniak.com  Introductions  A Couple Of Definitions  What’s The Value In This  A Social Strategist’s Career  Theory and Application: A Mini-review of Projects  Objectives: Set Them Up to Knock Them Down  How Do You Do This?  Conclusion

@abelniak http://www.abelniak.comimage source: http://www.flickr.com/photos/uncledave981/3145772436/

@abelniak http://www.abelniak.comimage source: modified screen capture

@abelniak http://www.abelniak.com  Alan Belniak  http://www.abelniak.com - blog  http://www.abelniak.com/t - Twitter  http://www.abelniak.com/l - LinkedIn  http://www.abelniak.com/g - Google+  http://www.abelniak.com/d - my delicious links  PTC (about)  Director of Social Media Marketing

@abelniak http://www.abelniak.com

@abelniak http://www.abelniak.comimage source: Microsoft clipart

@abelniak http://www.abelniak.com  ‘Social’ Media  ‘New’ Media  B2B and B2C  Advertising and Marketing  Take-away: It’s a Modern-day Cocktail Party

@abelniak http://www.abelniak.com http://linkgui.de/B2B-vs-B2C

@abelniak http://www.abelniak.com  ‘Social’ Media  ‘New’ Media  B2B and B2C  Advertising and Marketing  Take-away: It’s a Modern-day Cocktail Party

@abelniak http://www.abelniak.comimage sources: http://www.flickr.com/photos/brainfag/355239733/ ;http://www.flickr.com/photos/ironrodart/4155664186

@abelniak http://www.abelniak.comimage source: http://www.flickr.com/photos/volcanologist/2878457358/

@abelniak http://www.abelniak.com  Away From Advertising, Toward Marketing  Connect With Customers and Prospects You Think That It’s a Silver Bullet You Think That This IsYour Marketing Strategy

@abelniak http://www.abelniak.comimage source: http://www.flickr.com/photos/paladin27/170419601

@abelniak http://www.abelniak.com Listen To Conversations Online Take Park In Those Conversations Drive That Feedback Back to Marketing, Sales, Product Management, …

@abelniak http://www.abelniak.comimage source: http://farm1.static.flickr.com/82/238117060_fbc3731d88.jpg

@abelniak http://www.abelniak.com  What aren’t they doing right?  Which channels resonate with their buyers?image source: http://www.scottmonty.com

@abelniak http://www.abelniak.com  How does this render on a mobile device?  Do I get the info I want quickly?

@abelniak http://www.abelniak.com  http://linkgui.de/PGillin-Customer-Service

@abelniak http://www.abelniak.com  ‘Mobile’ isn’t just phone… it’s tablet, too  People’s patience level with getting the information they want on a mobile device is lower than from a desk- top/laptopQuote source: http://www.nuclearblogger.com/how-to-improve-your-bounce-rate-for-mobile-viewers/

@abelniak http://www.abelniak.comhttps://www.facebook.com/TomassoTrattoria

@abelniak http://www.abelniak.com  Where are they?!  Use social data to their advantage

@abelniak http://www.abelniak.com  ‘Like-gating’  Mine the followers and lists  Targeted ads on Facebook for keywords

@abelniak http://www.abelniak.comimage source: http://www.flickr.com/photos/flakstad/3890860642/

@abelniak http://www.abelniak.com  Tone (sentiment)  Velocity (spread over time, URLs, trackbacks)  Attention (duration on site)  Participation (comments, trackbacks)  Qualitative attributes (comments, what did they say, what did they mean)  These metrics may change over time  Including the way you measure them  The key is to align the metric to the objective

@abelniak http://www.abelniak.compresentation source: http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi

@abelniak http://www.abelniak.com  This is so fundamentally important that I’m going to say it again: start with listening  Where do your customers + prospects hang out?  Join the networks if required  Listen to the conversations that are happening

@abelniak http://www.abelniak.com  Why are you bothering to do this? What do you hope to learn from this?  Where are the conversations happening?  What are they talking about?  What form/s of media are being consumed?

@abelniak http://www.abelniak.com  http://www.socialmention.com  http://search.twitter.com/advanced  http://www.wordle.net  https://adwords.google.com/select/KeywordToolE xternal  http://www.keyworddiscovery.com/search.html  http://www.blogpulse.com/trend

@abelniak http://www.abelniak.comimage source: http://www.flickr.com/photos/lselibrary/4171839670/

@abelniak http://www.abelniak.com You Need to Do This…  Stop  Listen  Contribute and Create (Participate)  Engage

@abelniak http://www.abelniak.com You Need to Do This… … BeforeYou Do This  Stop  Sell  Listen  Contribute and Create (Participate)  Engage

@abelniak http://www.abelniak.comimage source: http://www.cityscapeabudhabi.com/Images/sponsorship-opps/Cocktail-Party-big.jpg

@abelniak http://www.abelniak.com  Alan Belniak  http://www.abelniak.com - blog  http://www.abelniak.com/t - Twitter  http://www.abelniak.com/l - LinkedIn  http://www.abelniak.com/g - Google+  http://www.abelniak.com/d - my delicious links

@abelniak http://www.abelniak.com In Summary….

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Social Media Marketing - Guest Presentation for Babson's Enterprise 2.0 class ( #MIS3525 )

by Alan Belniak on Oct 24, 2011

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Social Media Marketing - Guest Presentation for Babson’s Enterprise 2.0 class ( #MIS3525 ) — Presentation Transcript