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ADPR4300 - Session 3 - Spring 2012
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  • 1. EMERGING AND SOCIALMEDIA IN THE MARKETPLACEMARQUETTE UNIVERSITY / SPRING 2012 / #ADPR4300
  • 2. LOOKING BACK FINDING THE RIGHT PLATFORMSAGENDA / / SETTING UP WORDPRESS CLASS DISCUSSION ASSIGNMENT QUESTIONS 2
  • 3. LOOKING BACK ATCONTENT STRATEGYMAKING THE COMPLICATED MORE SIMPLE 3
  • 4. CONTENT STRATEGY K Hub ,g P J s O 4
  • 5. CONTENT STRATEGYThe FOUR Pillars (C’s) of Content Marketing • Context • Environment, tone, voice, and stories. • Channel • Variety of channels, formats, and devices. • Connections • Share, drive to a destination, social bonds, and in-bound links. • Commerce • Consumer decision journey, from research to post-purchase. 5
  • 6. FINDING THE RIGHTPLATFORMSDETERMINING THE BEST PLATFORMS FOR YOUR CLIENTS 6
  • 7. SOCIAL MEDIAIS NOT A CAMPAIGN 7
  • 8. SOCIAL MEDIA IS A BITLIKE KINDERGARTEN 8
  • 9. SOCIAL MEDIA IS ALSOLIKE A COCKTAIL PARTY 9
  • 10. SOCIAL MEDIA STRATEGY MONITOR EVALUATE ENGAGE EXPAND 10
  • 11. PLATFORMS MEDIA LOCAL WEB SITES / MOBILE E-MAIL SOCIAL 11
  • 12. PLATFORMS 160 million Americans on Facebook and more than 88% of B2B consumers use the platform 53% of consumers report that they will purchase a brand’s product or services after following them on Facebook Six billion photos are uploaded to Facebook each month More than 20% of online buyers found Facebook pages “influential” or “extremely influential,” when making purchase decisions 12
  • 13. PLATFORMS 30 million Americans are on Twitter and more than 86% of B2B consumers use the platform Twitter provides a unique platform to connect immediately to key influencers and contribute to existing conversations 59% of consumers will recommend a company or product after following them on Twitter Twitter is a real-time search engine, power 19 billion searches a month, more than Yahoo and Bing combined 13
  • 14. PLATFORMS A blog platform provides an easily updated platform for branded content Frequently updated content results in favorable links in the major search engines and gives consumers a reason to return Google favors sites built on speed and assigns authority based on the author which will benefit brands in SERPs Developing branded content within the blog will drive increased traffic from organic search results 14
  • 15. PLATFORMS Nearly 150 million Americans visit YouTube each month, spending more than 300 minutes on the site YouTube provides a reliable solution to host video and acts as a content delivery network More than 35 hours of content is uploaded every minute to YouTube, making it the premier site to share your videos Google provides YouTube videos within search results and drives more than 25% of the site’s traffic and viewership 15
  • 16. PLATFORMS The most popular camera uploading photos to Flickr is the Apple iPhone 4 More than five billion photos have been uploaded to Flickr Flickr is a great repository for hosting images, will increase organic search rankings and an even more complete solution compared to Facebook galleries 16
  • 17. TECHNOLOGY ADOPTION LIFECYCLE 17
  • 18. SETTING UP A BLOGON WORDPRESS.COMQUESTIONS + ANSWERS 18
  • 19. BLOG ASSIGNMENTJanuary 25, 2012 • Creating a Blog • Setup a blog on Wordpress.com. • Create an “About Me” page. • Add an RSS feed for your blog. • Add your Twitter stream to your blog. • Add a blogroll of your class mates’ blogs. • Become Comfortable with the Blog Interface • Review the videos in the blog assignment. • Start a test post. • Anatomy of a blog. 19
  • 20. BLOG ASSIGNMENTJanuary 25, 2012 • Title of your Blog Post • Use, and research, the most important keywords about your topic. • Don’t repeat words, unless you absolutely have to, • Keep the title under 60 characters. • The most important keywords and phrases should be at the beginning of your title. • Be descriptive, will this encourage someone to click on a link? 20
  • 21. BLOG ASSIGNMENTJanuary 25, 2012 • Opening Paragraph • Be clear, concise and to the point. • Include most important keywords and phrases from your title, and about your topic. • Continue to use important keywords and phrases throughout the post. • Closing Paragraph • Include most important keywords and phrases from your title, and about your topic. • Ask a question and encourage your readers to follow-up with comments, advice, their experiences or to find you in other channels. 21
  • 22. CLASS DISCUSSIONCONTENT, PLATFORMS, DISCUSS TOPICS OF THE DAY 22
  • 23. CLASS DISCUSSION • Two Ways to Measure Social Media • No set metrics or best practices. • Goals differ across brands. • Understand Basic Principles • Benchmark. • Define objectives. • Metrics across all stages. • Strategies + tactics that match objective. • Combine + Create One Framework • One example would be CPM. • What other effective measures? 23
  • 24. CLASS DISCUSSION 24
  • 25. CLASS DISCUSSION 25
  • 26. ASSIGNMENTJANUARY 25, 2012 26
  • 27. ASSIGNMENTJanuary 25, 2012 • Twitter • Still don’t have everyone’s handle. • Follow @DJenders, @Breaking_Social, speakers, #ADPR4300 • https://twitter.com/djenders/lists • Augie Ray • Send questions by EOD Thursday. • Blog • Extended until EOD Sunday. • Networks • Sign-up for Klout, easiest to login via Twitter. • Readings • Check D2L for appropriate links. 27
  • 28. QUESTIONS 28