New Media Class Session 3 Social Networks

Slide 1: Social Networks Becky Carroll, MBA Marketing via New Media UCSD Extension Summer 2008

Slide 2: Discuss: Homework Assignment #2 Start your own blog! • Decide on a topic • Choose your free platform (blogger or wordpress) • Pick a name • Set it up • Write at least 3 posts before next class • Send me the link! UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 3: More from last week: Blogging • Questions on blogging? Photos, linking • RSS and Feed Readers • Case study: Sea World San Antonio UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 5: RSS and syndication What is a feed? — Feedburner — Feedblitz What is a reader? — Bloglines (www.bloglines.com) — Google Reader — Firefox — Newsgator Don’t forget email!! UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 6: Case Study: Sea World San Antonio Campaign Objectives • Build relationships with the coaster community • Build awareness of Journey to Atlantis • Assist in driving visitation to the park Strategy • 22 coaster enthusiast blogs and forums • Treat coaster bloggers as VIPs • Give them what they need! UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 7: Case Study: Sea World San Antonio Helpful Materials Website: www.seaworldcoasters.com Flickr images: Journey to Atlantis YouTube videos: Virtual Ride Tour UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 8: Case Study: Sea World San Antonio • Good results: • 12/20 bloggers wrote about it • 50 links • 30 American Coaster Enthusiasts; continue to comment and buzz! UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 9: Case Study: Sea World San Antonio The Numbers • Cost per impression: 22 cents vs $1 for TV • 200,000 additional visitors in 2 months • Those who heard about it online represented $2.6 million in revenues Sources: Kami Huyse – Communication Overtones Mack Collier – The Viral Garden (both are blogs) UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 10: Tonight’s Topic: Social Networks • How to market with LinkedIn, MySpace, Facebook, and other social networks • Applications within social networks • Advertising and marketing opportunities • Examples and case studies UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 11: Groundswell reasons for social networks Listening to customers Talking with customers Energizing customers Helping support customers Embracing customers UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 15: MySpace Used almost entirely for consumer networking, media driven Best for music, bars, anything targeting a young demographic Est. $75M in revenues this year Can use for business, but need to keep it personal Limit to how many friends you can add in one day Bulletins: messages out to your friends list Beware – too much marketing will turn people away! UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 16: Facebook Used by both consumers as businesses – typically older, “white collar”, and college-educated Facebook pages, profiles, groups Consider themselves a “social utility” – much more than networking Applications and widgets aplenty! Viral nature is its power Younger generation uses InBox rather than email Let’s go have a look… UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 17: Facebook Profiles — For people — Can invite friends from your profile — Can add applications Pages — For companies (ex: Jeep) — Can become a “fan” of a company — Loses some of the viral nature Groups — For affiliations — Discussion boards — Events — Can be open or closed UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 18: Facebook Advertising Rich user information helps to customize and target Banner ads Contextual news feeds Facebook ads Applications UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 19: LinkedIn Used almost entirely for business connections Look at mktgprofs info… Make business recommendations Find business contacts Keep in touch, regardless of which firm they go to Find job candidates Get questions answered/be seen as an expert New: advertising a la Facebook Let’s go have a look… UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

Slide 21: Homework Assignment #3 Social Networks • If you are not already using Facebook, please sign up • Friend me on Facebook (“Invite your friends”, use my email address to send invite) • I will create a Group for our class (private) and send you all an invite • Write a half-page (double spaced) on why companies should use Facebook, and which kinds of companies should think about it. Blog: Write at least one more post! Link… UCSD Extension Marketing via New Media Su.08 Copyright 2008 Becky Carroll

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