U of T march 31 2011
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Intro to Social Media Marketing from Spring 2011

Intro to Social Media Marketing from Spring 2011

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    U of T march 31 2011 U of T march 31 2011 Presentation Transcript

    • Social Media MarketingUniversity of Toronto, School of ContinuingStudiesMarch31, 2011Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • LISTENING & STRATEGY
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
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    • PLATFORM APPROACHRECOMMENDATIONS
    • Where to start? Strategy  Know your business objectives and how you will measure success before investing much time or money  Specific instructions on how to use each tool is available by searching Google with specific questions ◦ Mostly, just look on the site for the “help” ? ◦ Or, ask people on the site how to …Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Strategy Determines Tools  Blog/website ◦ Business Purpose ◦ Who do you want to talk to & why ◦ What do you want to convince them of?  Facebook ◦ Socializing website with a large audience, many of whom are entrepreneurs/business owners there for networking  Twitter ◦ Business networking, sharing site  LinkedIn ◦ Professional connecting & networking  Consider the culture of any social networking website and how your competitors are using it, to determine your approachDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Creating a Humanized BrandSource: Jay Baer http://www.convinceandconvert.com Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Content Gravity • Your content style will attract audience of a similar mindset, from around the web (Google, Twitter, facebook, etc.) – Hard sell – Entertaining / humorous – Helpful, useful content (instructions) – Complaining, negative, cynicalDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Content Gravity: Currency • Bloggers employ content gravity to develop an audience that will help them and their cause spread – Social media community • Currency includes: • comments • conversations • ReTweets • sharing • growing # of friends / followers • connecting with important peopleDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Content Gravity: CauseMarketing – The “Cause Marketing” community & social entrepreneurship • Charity donations significantly down in past year • People needing charity help significantly increased since economic crisis • Attracts positive people to your content & encourages sharing of your content, earning more positive “currency”Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Shel Israel: Lethal Generosity  “The concept that social media is built on a culture of generosity.  The people who use social media to give information, ideas and sometimes money to the community become the most influential.  Lethal generosity is using social media to screw your competition (sic) to the benefit of your mutual customer.”Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Lethal Generosity  Molson donated $20,000 to keep TTC trains running free for 2009 NYE partygoers as part of their branded campaign of community responsibility.  They then invited Labatt’s to join them in the effort.  If Labatts declined, would they be supporting irresponsible drinking?  If Labatts said yes, would they be following Molsons thought leadership?Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Accessing Blogger Audiences –Donate Content • Bloggers want interesting and relevant content to develop loyal audiences. • Subject matter sources: – Comment reaction to corporate activities • Mass media journalists and authors are blogging and watching Twitter, so social media chatter can result in mass media publicity • High SEO using brand names – Write blog posts that express their reactions to news, events, other businesses in their fields – Relevant blogs they can link to & comment on (leaving their own trackback/link, improving Google index) – Outreach from brands/businesses, asking blogger to objectively review activity, product or serviceDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Keys to Consumer Sharing &UGC  The more your content includes these key elements, the more likely the your content will be shared and will generate audience participation1. Emotion ◦ Humor ◦ Family, Friends, Pets ◦ Environment ◦ Charity / Social Needs2. 15 seconds of fame ◦ Recognition within social sphere and beyond3. Social Currency ◦ Discounts ◦ Coupons ◦ Exclusive access to products, etcDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Example of AudienceParticipationDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Conversation Map  Conversations / chatter will be encouraged by campaign activities ◦ NOT linear or controlled by advertiser ◦ Includes encouraging UGC  Advertiser can “turn the tides” of conversation sentiment by hosting conversations within control & encouraging distribution out to webDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • CONVERSATION MAP FacebookConversations arecontrolled by you onyour blog/profiles only- Encourage the typeof conversation youwant them to postelsewhere YouTube Blog Google Twitter
    • Blog: Optimized for SocialMedia  Include links to: ◦ Facebook fan page ◦ Twitter profile ◦ YouTube videos And reasons why they want to continue to connect on other platform  “Facebook Connect” developer app is TWO SIMPLE LINES OF CODE that allows anyone who interacts with your site to share it to facebook  Include on your blog applications that automatically display the feed of (and links to) Twitter conversations  YouTube channel feed on blog or in postsDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Social Media TAKES TIME Tonight is just one of many conversations you will have in your life that touches on social media  in the future, you can be the most knowledgeable person on your subject matter of choice ◦ Your friends in social media will help you (keep you informed, send you suggested links), as you help themDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Making the Most of Your (Tiny!) Facebook Ad Budget Debbie Horovitch @Debbie_h2o #pcto11 #CMChat Intern: @BLOGATRON Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Two Points:  Currently, you can use the Facebook Self-Serve Ad Manager to research market sizes and plan marketing expenses, with no cost.  On Facebook CPC (Cost-Per-Click) campaigns you can use the system itself to optimize your campaign to the most cost-efficient and best performing ad. ◦ Test ad messages & creative with FAST results, before committing to a newspaper or magazine ad that can’t be changed. ◦ Optimize your investment – achieve the highest CTR’s (Click-Through-Rates) = lowest cost per clickDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Please join a new Tweetchat For & About Community Managers #CMChatSunday March 6th, 2011 7:30 – 8:30pm Debbie Horovitch @Debbie_h2o Friend request me on Facebook Connect to me on LinkedIn Intern: @BLOGATRON Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Longtail of digitalcommunications  Social media conversations last forever ◦ Keep it nice! ◦ Present yourself as helpful, interested, interesting & good to know in real lifeDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • FACEBOOK TECH
    • Facebook  Fall 2009: Facebook has achieved Canadian critical mass: ◦ 1,469,000 18+ within 50 miles of Toronto ◦ 581,920 18+ within 50 miles of Vancouver  Spring 2010: ◦ 1,429,240 18+ within 50 miles of Toronto ◦ 613,030 18+ within 50 miles of VancouverDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Facebook Strategy  Engage audiences & encourage interaction/sharing though multiple touch points: ◦ general fan page  Engage audiences on fan page with Keys of Viral ◦ Advertising campaign on facebook  Engagement ads are on right side of HOME page (most traffic)  Performance ads are on right side of profile, etc. pagesDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Why people “Like” a Brand on Facebook Based on its study of 1,500 Facebook users, ExactTargetconcluded that 38% of online U.S. consumers “Like” (formerly “Fan”) a brand on the social networking site. And the average fan Likes nine different brands, giving you plenty of opportunity to find your way into potential customers’ news feeds. Here’s the breakdown of why users might “Like” your brand, illustrated by the percentage of respondents who said that they use Facebook for the listed activity:  40% to receive discounts and promotions  39% to show my support for the company to others  36% to get a “freebie”  34% to stay informed about the activities of the company  33% to get updates on future products  30% to get updates on upcoming sales  29% for fun or entertainment  25% to get access to exclusive content  22% someone recommended it to me  21% to learn more about the company  13% for education about company topics  13% to interact 65% of Facebook users only access the site when they’re not at work or school – typically meaning early morning or evening. That means that if you’re making social media only a partSource: a 9 to 5 work be online.might be missing out on connecting withresearch during the times of Exact Target you they’re likely to day, “Subscribers, Fans & Followers consumers series”http://email.exacttarget.com Planning Debbie Horovitch - DH Partners Media - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Facebook fan page:Interaction  Engage fans: ◦ Reward them for regularly returning by:  Announcing upcoming events exclusively to fb fans  Creating mini-events just on facebook  Asking questions that include “keys of viral sharing” ◦ Ask for the fb fan’s help:  Help us select the winners  Post voting options on facebook page with link to blog to vote ◦ Follow up: Post winners & winning entries selected on blog to fb fan pageDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Facebook ad campaign  Can be done for less than $10 up to $100,000+  Select target by: ◦ geography, demographics ◦ passions, hobbies ◦ Fan page/group participation, or profile favourites  Oprah Winfrey  Mad Men  The View  Ellen Degeneres  True BloodDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • TWITTER TECH
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Twitter  Audience is small, but active & growing rapidly – they are characterized as tech, mobile & social media influencers  URL Shorteners ◦ What appears to be malicious links to new users is actually one of the most important tools ◦ Blog posts and video, MP3’s, etc produce long URLS that need to be shortened to fit Twitter’s 140 character/Tweet limit  http://bit.ly/ most common, Twitter’s default shortener  Tracks CTRs of bit.ly URLs clicked from around the web  Place in hyperlinks anywhere on email, documents,Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn web
    • Twitter  Strategy is to capitalize on Twitter’s:  Culture of generosity  Most active users  tweet, blog, ReTweet about you & your content  Facebook status update application  Automatically update fb status with Tweets to grow your following and achieve your business or personal objectivesDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Twitter: Setup  Twitter account attached to 1 email address  Can change username/ID, but becomes recognizable, so limit change frequency ◦ Change/adjust during periods in between ◦ An unused username can be taken by anyone  Avatar/Icon picture can be changed, but also becomes instantlyDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Twitter: Interaction  Tweets: ◦ Conversational ◦ Often ◦ Include hashtag, so classic users can can identify and isolate #campaign conversations ◦ Include links to TwitPics, YouTube videos ◦ Participate in FollowFriday #FF: recommend others and help them grow their followingDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Twitter: Interaction  Engage users directly by addressing their @name (especially when ReTweeting their #campaign content)  It’s OK to send some repetitive content – only the followers who are watching the stream at the time you Tweet will see it, unless: ◦ Includes @username ◦ They are following your updates on mobileDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • MEASUREMENTMETRICS
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • What to measure?• Facebook fan page fans, ad campaign metrics• Twitter chat • search mentions of @comapny or #campaign • Track RT’s and note their audience • Blog mentions/links – Google alerts • Media mentionsDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Length of Sales Cycle Repeat Customers Customer Retention Rate New Leads Referrals Transaction Value Customer Lifetime Value Conversions (subscribers to sales Website purchases Organic search > sales % of converted leads (offline vs.Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Shorter Issue Resolution Time % of issues resolved online vs. offline Decrease in support calls Recruiting costs Training costs % of Account Turnover Overhead Costs of Communication Viable Community-Driven Innovation Concept-to-Development CycleDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Brand Loyalty Sentiment Share of Conversation Frequency of Mentions Net Promoter Score Subscribers Engagement Levels Inbound Links Votes, Tags, Bookmarks Fans, Followers, GroupDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Mobile App’s: Foursquare  Important for business community engagement, branding, driving retail?  Game element  some people like it!Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Mobile App’s: Gowalla  Not nearly as large population  Superior tech like Beta vs. VHS?Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Virtually everyone participates • 400 million users on Facebook – Largest online photo gallery existing • 75 million+ users on Twitter – Fastest news from around the world, to your palm – Phenomenally fast growth during Spring 2009 – Users access from computer or mobile via text or web • 75 million+ LinkedIn users • 150 million+ blogs published • 75 million+ videos on YouTube, with over 2.5 billion views per month + indicates a growing & evolving population – figures as of Fall 2009; current population reports available onlineDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Traditional Media are GettingInto Social Media Publishing,TooDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • CBC’s Being EricaDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Twitterville • ShelIsreal published his book “Twitterville” in Fall 2009, named after the phenomenon of creating your own worldwide community of people who share your interests NOW. You can engage your Twitterville anywhere, anytime. • Conversations and content are open to worldwide audiences (even if intended for local target), defined by their shared passion for the niche content/subject matter – Audience development/growth (especially for niche subjects) supported by Google indexing all publishing platforms to return relevant search resultsDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Broad or Niche Content Subject? • Broad subject matter can draw a very large and varied audience (demographics/psychographics) – Celebrity – News – But it is a highly competitive marketplace and many have already established their brands to the level of mass adoptionDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Broad or Niche ContentSubject? • Niche subjects create a smaller, powerful community of people globally who share interest in subject matter and may be looking to purchase right now – A very successful niche campaign is measured less by quantity of impressions/interactions/experiences (they are a much smaller group) and more by the business results they achieve • Social media chatter & mass media publicity • Conversion of comment/chatter sentiment byDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn %
    • Who talks the most • Majority of social media activity is created by a small percentage of platform participants • Bloggers – citizen journalists, publish to their blogs and promote blog on social media • Traditional media broadcasters, publishers, journalists, talent, celebrities • Twitter (despite low overall penetration) – the people on Twitter who are active users are generally very active & connected elsewhereDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Who talks the most • Bloggers want to rely on more than just Google search results to promote their content, so they use social networking sites – Their niche content defines their audience and each community by similar interests & subject • Twitter, facebook, LinkedIn, YouTube • DIGG, Delicious, StumbleUpon • Mobile appsDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Mobile App’s: Foursquare  Important for business community engagement, branding, driving retail?  Game element  some people like it!Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Mobile App’s: Gowalla  Not nearly as large population  Superior tech like Beta vs. VHS?Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Turning the Tides of Web 2.0 ConversationsSOCIAL MEDIACONCERNS
    • Public Customer Service  If you do something (offline or online) that ◦ angers people ◦ or impresses people ◦ or intrigues people … they will discuss it online; share experiences with their community – honest, unedited ◦ Blogs ◦ Facebook ◦ Twitter ◦ YouTubeDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Addressing Negative Viral/PR Crisis response has changed from “announcement” to “conversation” Source: www.Davidhenderson.com Address the issue early, in the social media sphere – your responses will be RT’d and blogged about, contribute to changing the perception of corporate dedication to  Relevance  Openness  Transparency  AccuracyDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • RESPOND TO ONLINE FEEDBACK & CS COMPLAINTS ONLINE:UNITED BREAKS GUITARS3.2 million viewers in 10 daysSource: www.Mashable.comUnited has not publiclyaddressed or demonstrated adedication to resolve thecomplaint (in social media), soit continues to appearuninterested in achieving aresolution.Negative PR in SM can bemitigated by showing massaudiences in SM thecorporate dedication to CS.
    • DO NOT CREATE ONLINE VIRAL NEGATIVITY UNNECESSARILY:KETCHUM VP / FEDEX CLIENTInappropriate:Ketchum VP, upon visit toFedEx HO city, Tweetsdisparaging comment about thetown.FedEx was rightly angered bythe comments, but made theentire conversation go viral bypublically responding and“slapping” the VP.Source:www.davidhenderson.com
    • Comcast CaresDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Rogers Twitter CSDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Richard@DellDebbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn
    • Thank YouDEBBIE HOROVITCHDH PARTNERS MEDIA PLANNINGTWITTER: @DEBBIE_H2OFACEBOOKLINKEDINDEBBIE@DHPTORONTO.COM416-276-8927