Social Media Marketing Fundamentals<br />Kent Lewis<br />President<br />Anvil Media, Inc.<br />@kentjlewis<br />kent@anvil...
Social Media Usage & Attitudes<br />
Social Media Marketing Growth<br />
Benefits of Social Media Marketing<br />Gain industry and constituent insights<br />Provide affordable customer service<br...
The Challenge of Social Media<br />
Social Media Success Factors<br />Relevance<br />Value<br />Commitment<br />Honesty <br />Transparency<br />
Social Media Strategy: MCE2<br />Monitor & Measure<br />Create & Communicate<br />Engage & Empower<br />
Social Media: Categories<br />Networking<br />Blogs<br />Reviews<br />Media Sharing<br />Bookmarking<br />Expert Communiti...
create<br />create<br />create<br />Blogs<br />Media<br />Community<br />Ideas<br />People<br />Businesses<br />Personal<b...
Twitter Usage & Attitudes<br />
Microblogging: Twitter<br /><ul><li>Customize background
Optimize profile description
Cross-post & promote</li></li></ul><li>Facebook Growth & Marketing<br />
Student Community: Facebook<br /><ul><li>Customize tabs/content via FBML
Utilize apps like Sprout & Wildfire
Monitor & engage</li></li></ul><li>Alumni Community: Facebook<br /><ul><li>Ideal platform for alumni
Keep alumni informed
Provide value BEFORE the ask</li></li></ul><li>Blogging: WordPress<br /><ul><li>News resource
SEO-friendly plug-ins
Cross-promote posts</li></li></ul><li>Video: YouTube Channel<br /><ul><li>Leverage existing content
Utilize existing assets
Monitor comments</li></li></ul><li>Images: Flickr<br /><ul><li>Highlight campus
Promote activities & events
Encourage student engagement</li></li></ul><li>Vertical Community: Zinch<br /><ul><li>Designed for university system
Leverage scholarship connection
Post surveys & pools</li></li></ul><li>Community: LinkedIn Groups<br /><ul><li>Well-designed for alumni
Also useful for graduating students
Participate in discussions</li></li></ul><li>Collaboration: Wiki<br /><ul><li>Friendly folksonomy structure
Allow constituents to manage
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Anvil Case8 Social Media Marketing Presentation 0210

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Keynote presentation for CASE8 Annual Conference at Portland State University.

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  • http://www.intel.com/sites/sitewide/en_US/social-media.htmhttp://www.ibm.com/blogs/zz/en/guidelines.html
  • Anvil Case8 Social Media Marketing Presentation 0210

    1. 1. Social Media Marketing Fundamentals<br />Kent Lewis<br />President<br />Anvil Media, Inc.<br />@kentjlewis<br />kent@anvilmediainc.com<br />www.anvilmediainc.com<br />
    2. 2. Social Media Usage & Attitudes<br />
    3. 3. Social Media Marketing Growth<br />
    4. 4. Benefits of Social Media Marketing<br />Gain industry and constituent insights<br />Provide affordable customer service<br />Create or extend brand awareness<br />Build community & thought leadership<br />Generate measurable top line revenue<br />
    5. 5. The Challenge of Social Media<br />
    6. 6. Social Media Success Factors<br />Relevance<br />Value<br />Commitment<br />Honesty <br />Transparency<br />
    7. 7. Social Media Strategy: MCE2<br />Monitor & Measure<br />Create & Communicate<br />Engage & Empower<br />
    8. 8. Social Media: Categories<br />Networking<br />Blogs<br />Reviews<br />Media Sharing<br />Bookmarking<br />Expert Communities<br />News<br />Wiki<br />Microblogging<br />
    9. 9. create<br />create<br />create<br />Blogs<br />Media<br />Community<br />Ideas<br />People<br />Businesses<br />Personal<br />Professional<br />Geographic<br />connect<br />connect<br />vote<br />vote<br />connect<br />vote<br />
    10. 10. Twitter Usage & Attitudes<br />
    11. 11. Microblogging: Twitter<br /><ul><li>Customize background
    12. 12. Optimize profile description
    13. 13. Cross-post & promote</li></li></ul><li>Facebook Growth & Marketing<br />
    14. 14. Student Community: Facebook<br /><ul><li>Customize tabs/content via FBML
    15. 15. Utilize apps like Sprout & Wildfire
    16. 16. Monitor & engage</li></li></ul><li>Alumni Community: Facebook<br /><ul><li>Ideal platform for alumni
    17. 17. Keep alumni informed
    18. 18. Provide value BEFORE the ask</li></li></ul><li>Blogging: WordPress<br /><ul><li>News resource
    19. 19. SEO-friendly plug-ins
    20. 20. Cross-promote posts</li></li></ul><li>Video: YouTube Channel<br /><ul><li>Leverage existing content
    21. 21. Utilize existing assets
    22. 22. Monitor comments</li></li></ul><li>Images: Flickr<br /><ul><li>Highlight campus
    23. 23. Promote activities & events
    24. 24. Encourage student engagement</li></li></ul><li>Vertical Community: Zinch<br /><ul><li>Designed for university system
    25. 25. Leverage scholarship connection
    26. 26. Post surveys & pools</li></li></ul><li>Community: LinkedIn Groups<br /><ul><li>Well-designed for alumni
    27. 27. Also useful for graduating students
    28. 28. Participate in discussions</li></li></ul><li>Collaboration: Wiki<br /><ul><li>Friendly folksonomy structure
    29. 29. Allow constituents to manage
    30. 30. Suggest dedicated editors </li></li></ul><li>Community: Ning<br /><ul><li>Free custom community
    31. 31. Utilized as a partner extranet
    32. 32. Cost-effective collaboration</li></li></ul><li>Custom: Powered by Orange<br /><ul><li>Can be custom-tailored
    33. 33. Constituents provide content
    34. 34. Engage & learn</li></li></ul><li>Website Integration: Directory<br /><ul><li>Cross-promote profiles
    35. 35. Provide a reliable resource
    36. 36. Search-engine friendly</li></li></ul><li>Employee Engagement Guidelines<br />Be transparent<br />Be judicious<br />Write what you know<br />Perception is reality<br />It’s a conversation<br />Add value<br />It’s a responsibility<br />Create some excitement<br />Be a leader<br />Acknowledge mistakes<br />Pause and then send<br />Bonus Guidelines<br /><ul><li>Be timely
    37. 37. Be relevant
    38. 38. Be informative
    39. 39. Be entertaining</li></li></ul><li>Monitoring & Measurement<br />
    40. 40. Case Study: Oregon State University<br />Objective:<br />Increase student engagement & enrollment<br />Strategy:<br />Overhaul Facebook Fan Page<br />Engage intern to manage content<br />Results:<br />152% increase in page views<br />225% increase in photo views <br />510% increase in new fans<br />1,984% increase in total interactions<br />
    41. 41. Case Study: Oregon State University<br />
    42. 42. Social Media Tools<br />answers.yahoo.com<br />bloglines.com<br />friendfeed.com<br />google.com/alerts<br />hootsuite.com<br />pipes.yahoo.com<br />ping.fm<br />search.twitter.com<br />tubemogul.com<br />tweetdeck.com<br />wordpress.com<br />
    43. 43. Question & Answers <br />Kent Lewis<br />President<br />Anvil Media, Inc.<br />@kentjlewis<br />kent@anvilmediainc.com<br />www.anvilmediainc.com<br />
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