Marketing via New Media Communities Becky Carroll, MBA UCSD Extension Summer 2008
Tonight’s Topic: Communities and review <ul><li>Discuss homework #3: Facebook </li></ul><ul><li>Guest Speaker: Steve Stolo...
Homework Assignment #3 <ul><li>Social Networks </li></ul><ul><ul><li>If you are not already using Facebook, please sign up...
Guest Speaker: Steve Stoloff <ul><li>CEO of VAVi Sport and Social Club </li></ul><ul><li>Facebook: The good, bad, and the ...
Groundswell reasons  <ul><li>Listening to customers </li></ul><ul><li>Talking with customers </li></ul><ul><li>Energizing ...
 
What are your customers doing?
Strategy for New Media <ul><li>Why use it? </li></ul><ul><li>Who is the audience?  </li></ul><ul><li>What are the goals? <...
Why use New Media? <ul><li>Creates opportunities to build relationships </li></ul><ul><li>Reinforces branding </li></ul><u...
Start by listening  <ul><li>You might try these conversation starters: </li></ul><ul><li>What do you think? </li></ul><ul>...
What are the goals for social media? <ul><li>Should be one more piece in a set of tools used to  engage  with customers </...
Social Media To-Do list   <ul><li>Monitor what others are saying about you </li></ul><ul><li>Respond quickly </li></ul><ul...
Social Media:  6 Common Mistakes   <ul><li>Launch without a strategy </li></ul><ul><li>Talking about your company too much...
Social Media Tips   <ul><li>Go where the customers/users are </li></ul><ul><li>Use product people to respond to blogs, etc...
Why Blog? <ul><li>Get the word out </li></ul><ul><ul><li>Peter  Blackshaw </li></ul></ul><ul><li>Start a conversation </li...
Other reasons for blogging <ul><li>Test out new ideas </li></ul><ul><li>Make your company more “human” </li></ul><ul><li>A...
Start by listening  <ul><li>It is necessary to listen before speaking </li></ul><ul><li>Find out where your customers are ...
<ul><li>What does this really mean? </li></ul><ul><li>Starting a Corporate blog: </li></ul><ul><li>Goals/mission </li></ul...
<ul><li>Amazon.com Inc.:  Amazon Web Services Blog </li></ul><ul><li>Boeing:  Randy's Journal   </li></ul><ul><li>Cisco Sy...
<ul><li>What is a feed? </li></ul><ul><ul><li>Feedburner </li></ul></ul><ul><ul><li>Feedblitz </li></ul></ul><ul><li>What ...
Groundswell reasons for social networks  <ul><li>Listening to customers </li></ul><ul><li>Talking with customers </li></ul...
<ul><li>Used almost entirely for consumer networking, media driven </li></ul><ul><li>Best for music, bars, anything target...
<ul><li>Used by both consumers as businesses – typically older, “white collar”, and college-educated </li></ul><ul><li>Fac...
<ul><li>Profiles </li></ul><ul><ul><li>For people </li></ul></ul><ul><ul><li>Can invite friends from your profile </li></u...
<ul><li>Rich user information helps to customize and target </li></ul><ul><li>Banner ads </li></ul><ul><li>Contextual news...
<ul><li>Used almost entirely for business connections </li></ul><ul><li>Look at mktgprofs info… </li></ul><ul><li>Make bus...
Homework Assignment #4 <ul><li>Review for the midterm! </li></ul><ul><ul><li>Study book Ch. 1-6 </li></ul></ul><ul><ul><li...
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New Media Class Session 4 Ss

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Intro to communities and social networks for new media class

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  • Transcript of "New Media Class Session 4 Ss"

    1. 1. Marketing via New Media Communities Becky Carroll, MBA UCSD Extension Summer 2008
    2. 2. Tonight’s Topic: Communities and review <ul><li>Discuss homework #3: Facebook </li></ul><ul><li>Guest Speaker: Steve Stoloff, CEO VAVi </li></ul><ul><li>Midterm Review! </li></ul>
    3. 3. Homework Assignment #3 <ul><li>Social Networks </li></ul><ul><ul><li>If you are not already using Facebook, please sign up </li></ul></ul><ul><ul><li>Friend me on Facebook (“Invite your friends”, use my email address to send invite) </li></ul></ul><ul><ul><li>I will create a Group for our class (private) and send you all an invite </li></ul></ul><ul><ul><li>Write a half-page (double spaced) on why companies should use Facebook, and which kinds of companies should think about it. </li></ul></ul><ul><li>Blog: Write at least one more post! Link… </li></ul>
    4. 4. Guest Speaker: Steve Stoloff <ul><li>CEO of VAVi Sport and Social Club </li></ul><ul><li>Facebook: The good, bad, and the ugly of using it for business </li></ul>
    5. 5. Groundswell reasons <ul><li>Listening to customers </li></ul><ul><li>Talking with customers </li></ul><ul><li>Energizing customers </li></ul><ul><li>Helping support customers </li></ul><ul><li>Embracing customers </li></ul>
    6. 7. What are your customers doing?
    7. 8. Strategy for New Media <ul><li>Why use it? </li></ul><ul><li>Who is the audience? </li></ul><ul><li>What are the goals? </li></ul>
    8. 9. Why use New Media? <ul><li>Creates opportunities to build relationships </li></ul><ul><li>Reinforces branding </li></ul><ul><li>Differentiates </li></ul><ul><li>Builds community among people with like interests </li></ul><ul><li>Builds trust </li></ul><ul><li>Less disruptive marketing messaging (hopefully!) </li></ul><ul><li>People-focused media </li></ul><ul><li>Source: Toby Bloomberg, Bloomberg Marketing </li></ul>
    9. 10. Start by listening <ul><li>You might try these conversation starters: </li></ul><ul><li>What do you think? </li></ul><ul><li>What is your concern? </li></ul><ul><li>Let’s discuss this </li></ul><ul><li>What are customers/the press/the competition saying about us? </li></ul><ul><li>It is a journey: Listening to Participating to Co-Creating </li></ul>
    10. 11. What are the goals for social media? <ul><li>Should be one more piece in a set of tools used to engage with customers </li></ul><ul><li>Participate by listening first </li></ul><ul><li>What do you want to do with your customers? </li></ul><ul><li>Set rules and guidelines </li></ul><ul><li>Decide who will say what </li></ul><ul><li>Keep interacting! </li></ul>
    11. 12. Social Media To-Do list <ul><li>Monitor what others are saying about you </li></ul><ul><li>Respond quickly </li></ul><ul><li>Utilize social media where it makes sense </li></ul><ul><li>Be real </li></ul><ul><ul><li>Honesty </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Authenticity </li></ul></ul><ul><ul><li>Passion </li></ul></ul><ul><li>The conversation will go on – with or without you! </li></ul>
    12. 13. Social Media: 6 Common Mistakes <ul><li>Launch without a strategy </li></ul><ul><li>Talking about your company too much </li></ul><ul><li>No plan to get it socialized </li></ul><ul><li>Blogging because everyone else is… </li></ul><ul><li>Letting IT determine the tools </li></ul><ul><li>Thinking mass instead of micro </li></ul><ul><li>Source: TheBuzzBin blog, www.livingstonbuzz.com </li></ul>
    13. 14. Social Media Tips <ul><li>Go where the customers/users are </li></ul><ul><li>Use product people to respond to blogs, etc. </li></ul><ul><li>Post valuable info your customers really want/need, then let them know it’s there </li></ul><ul><li>See it as an additional communication channel, not as a replacement </li></ul><ul><li>Listen before you speak </li></ul><ul><li>Be authentic </li></ul><ul><li>Think long-term </li></ul>
    14. 15. Why Blog? <ul><li>Get the word out </li></ul><ul><ul><li>Peter Blackshaw </li></ul></ul><ul><li>Start a conversation </li></ul><ul><ul><li>1000 Words </li></ul></ul><ul><li>Create a community </li></ul><ul><ul><li>The Cleanest Line </li></ul></ul><ul><li>Build relationships </li></ul><ul><ul><li>Fiskateers </li></ul></ul>
    15. 16. Other reasons for blogging <ul><li>Test out new ideas </li></ul><ul><li>Make your company more “human” </li></ul><ul><li>Attract new customers </li></ul><ul><li>Be viewed as an expert </li></ul><ul><li>(Photo: Chad of ElementFusion) </li></ul>
    16. 17. Start by listening <ul><li>It is necessary to listen before speaking </li></ul><ul><li>Find out where your customers are </li></ul><ul><li>Listen to other voices in your market </li></ul><ul><li>Subscribe to blogs which are… </li></ul><ul><ul><li>Complimentary to your subject area </li></ul></ul><ul><ul><li>Controversial in your subject area </li></ul></ul>
    17. 18. <ul><li>What does this really mean? </li></ul><ul><li>Starting a Corporate blog: </li></ul><ul><li>Goals/mission </li></ul><ul><li>Audience </li></ul><ul><li>Authors </li></ul><ul><li>Design and format </li></ul><ul><li>Content </li></ul><ul><li>Frequency/commenting </li></ul><ul><li>Traffic </li></ul>Marketing with Blogs
    18. 19. <ul><li>Amazon.com Inc.: Amazon Web Services Blog </li></ul><ul><li>Boeing: Randy's Journal </li></ul><ul><li>Cisco Systems, Inc.: Cisco High Tech Policy Blog </li></ul><ul><li>Cox Communications: Digital Straight Talk </li></ul><ul><li>Dell: Direct2Dell </li></ul><ul><li>General Electric Company: GE Global Research blog </li></ul><ul><li>General Motors Corporation: Fast Lane </li></ul><ul><li>Intuit: QuickBooks </li></ul><ul><li>McDonald's Corporation: Open For Discussion </li></ul><ul><li>Microsoft: MSDN's Microsoft Blogs </li></ul><ul><li>Sprint: The Communications Insider (podcast) </li></ul><ul><li>Starwood Hotels & Resorts: The Lobby </li></ul><ul><li>Texas Instruments: Video 360 </li></ul><ul><li>Verizon: Verizon PolicyBlog </li></ul><ul><li>Xerox Corporation: Palo Alto Research Center </li></ul><ul><li>Yahoo!: Yodel Anecdotal  </li></ul>Let’s Study These: Some More Fortune 500 Blogs
    19. 20. <ul><li>What is a feed? </li></ul><ul><ul><li>Feedburner </li></ul></ul><ul><ul><li>Feedblitz </li></ul></ul><ul><li>What is a reader? </li></ul><ul><ul><li>Bloglines </li></ul></ul><ul><ul><li>Google Reader </li></ul></ul><ul><ul><li>Firefox </li></ul></ul><ul><ul><li>Newsgator </li></ul></ul><ul><li>Don’t forget email!! </li></ul>RSS and syndication
    20. 21. Groundswell reasons for social networks <ul><li>Listening to customers </li></ul><ul><li>Talking with customers </li></ul><ul><li>Energizing customers </li></ul><ul><li>Helping support customers </li></ul><ul><li>Embracing customers </li></ul>
    21. 22. <ul><li>Used almost entirely for consumer networking, media driven </li></ul><ul><li>Best for music, bars, anything targeting a young demographic </li></ul><ul><li>Est. $75M in revenues this year </li></ul><ul><li>Can use for business, but need to keep it personal </li></ul><ul><li>Limit to how many friends you can add in one day </li></ul><ul><li>Bulletins: messages out to your friends list </li></ul><ul><li>Beware – too much marketing will turn people away! </li></ul>MySpace
    22. 23. <ul><li>Used by both consumers as businesses – typically older, “white collar”, and college-educated </li></ul><ul><li>Facebook pages, profiles, groups </li></ul><ul><li>Consider themselves a “social utility” – much more than networking </li></ul><ul><li>Applications and widgets aplenty! </li></ul><ul><li>Viral nature is its power </li></ul><ul><li>Younger generation uses InBox </li></ul><ul><li>rather than email </li></ul><ul><li>Let’s go have a look… </li></ul>Facebook
    23. 24. <ul><li>Profiles </li></ul><ul><ul><li>For people </li></ul></ul><ul><ul><li>Can invite friends from your profile </li></ul></ul><ul><ul><li>Can add applications </li></ul></ul><ul><li>Pages </li></ul><ul><ul><li>For companies (ex: Jeep) </li></ul></ul><ul><ul><li>Can become a “fan” of a company </li></ul></ul><ul><ul><li>Loses some of the viral nature </li></ul></ul><ul><li>Groups </li></ul><ul><ul><li>For affiliations </li></ul></ul><ul><ul><li>Discussion boards </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Can be open or closed </li></ul></ul>Facebook
    24. 25. <ul><li>Rich user information helps to customize and target </li></ul><ul><li>Banner ads </li></ul><ul><li>Contextual news feeds </li></ul><ul><li>Facebook ads </li></ul><ul><li>Applications </li></ul>Facebook Advertising
    25. 26. <ul><li>Used almost entirely for business connections </li></ul><ul><li>Look at mktgprofs info… </li></ul><ul><li>Make business recommendations </li></ul><ul><li>Find business contacts </li></ul><ul><li>Keep in touch, regardless of which firm they go to </li></ul><ul><li>Find job candidates </li></ul><ul><li>Get questions answered/be seen as an expert </li></ul><ul><li>New: advertising a la Facebook </li></ul><ul><li>Let’s go have a look… </li></ul>LinkedIn
    26. 27. Homework Assignment #4 <ul><li>Review for the midterm! </li></ul><ul><ul><li>Study book Ch. 1-6 </li></ul></ul><ul><ul><li>Study slides </li></ul></ul><ul><ul><li>Review midterm sheet </li></ul></ul>

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