Anvil Case8 Social Media Marketing Presentation 0210

Social Media Marketing Fundamentals
Kent Lewis
President
Anvil Media, Inc.
@kentjlewis
kent@anvilmediainc.com
www.anvilmediainc.com

Social Media Usage & Attitudes

Social Media Marketing Growth

Benefits of Social Media Marketing
Gain industry and constituent insights
Provide affordable customer service
Create or extend brand awareness
Build community & thought leadership
Generate measurable top line revenue

The Challenge of Social Media

Social Media Success Factors
Relevance
Value
Commitment
Honesty
Transparency

Social Media Strategy: MCE2
Monitor & Measure
Create & Communicate
Engage & Empower

Social Media: Categories
Networking
Blogs
Reviews
Media Sharing
Bookmarking
Expert Communities
News
Wiki
Microblogging

create
create
create
Blogs
Media
Community
Ideas
People
Businesses
Personal
Professional
Geographic
connect
connect
vote
vote
connect
vote

Twitter Usage & Attitudes

Microblogging: Twitter
Customize background
Optimize profile description
Cross-post & promote

Facebook Growth & Marketing

Student Community: Facebook
Customize tabs/content via FBML
Utilize apps like Sprout & Wildfire
Monitor & engage

Alumni Community: Facebook
Ideal platform for alumni
Keep alumni informed
Provide value BEFORE the ask

Blogging: WordPress
News resource
SEO-friendly plug-ins
Cross-promote posts

Video: YouTube Channel
Leverage existing content
Utilize existing assets
Monitor comments

Images: Flickr
Highlight campus
Promote activities & events
Encourage student engagement

Vertical Community: Zinch
Designed for university system
Leverage scholarship connection
Post surveys & pools

Community: LinkedIn Groups
Well-designed for alumni
Also useful for graduating students
Participate in discussions

Collaboration: Wiki
Friendly folksonomy structure
Allow constituents to manage
Suggest dedicated editors

Community: Ning
Free custom community
Utilized as a partner extranet
Cost-effective collaboration

Custom: Powered by Orange
Can be custom-tailored
Constituents provide content
Engage & learn

Website Integration: Directory
Cross-promote profiles
Provide a reliable resource
Search-engine friendly

Employee Engagement Guidelines
Be transparent
Be judicious
Write what you know
Perception is reality
It’s a conversation
Add value
It’s a responsibility
Create some excitement
Be a leader
Acknowledge mistakes
Pause and then send
Bonus Guidelines
Be timely
Be relevant
Be informative
Be entertaining

Monitoring & Measurement

Case Study: Oregon State University
Objective:
Increase student engagement & enrollment
Strategy:
Overhaul Facebook Fan Page
Engage intern to manage content
Results:
152% increase in page views
225% increase in photo views
510% increase in new fans
1,984% increase in total interactions

Case Study: Oregon State University

Social Media Tools
answers.yahoo.com
bloglines.com
friendfeed.com
google.com/alerts
hootsuite.com
pipes.yahoo.com
ping.fm
search.twitter.com
tubemogul.com
tweetdeck.com
wordpress.com

Question & Answers
Kent Lewis
President
Anvil Media, Inc.
@kentjlewis
kent@anvilmediainc.com
www.anvilmediainc.com

Anvil Case8 Social Media Marketing Presentation 0210

by Anvil Media, Inc. on Feb 17, 2010

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