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EMERGING AND SOCIALMEDIA IN THE MARKETPLACEMARQUETTE UNIVERSITY / SPRING 2012 / #ADPR4300
LOOKING BACK             FINDING THE RIGHT PLATFORMSAGENDA   /         /   SETTING UP WORDPRESS             CLASS DISCUSSI...
LOOKING BACK ATCONTENT STRATEGYMAKING THE COMPLICATED MORE SIMPLE                                     3
CONTENT STRATEGY K                 Hub   ,g                            P       J           s     O                    4
CONTENT STRATEGYThe FOUR Pillars (C’s) of Content Marketing  • Context     • Environment, tone, voice, and stories.  • Cha...
FINDING THE RIGHTPLATFORMSDETERMINING THE BEST PLATFORMS FOR YOUR CLIENTS                                   6
SOCIAL MEDIAIS NOT A CAMPAIGN            7
SOCIAL MEDIA IS A BITLIKE KINDERGARTEN             8
SOCIAL MEDIA IS ALSOLIKE A COCKTAIL PARTY            9
SOCIAL MEDIA STRATEGY    MONITOR   EVALUATE        ENGAGE   EXPAND                         10
PLATFORMS                      MEDIA        LOCAL       WEB SITES /                          MOBILE                     E-...
PLATFORMS      160 million Americans on Facebook and more      than 88% of B2B consumers use the platform      53% of cons...
PLATFORMS      30 million Americans are on Twitter and more      than 86% of B2B consumers use the platform      Twitter p...
PLATFORMS      A blog platform provides an easily updated      platform for branded content      Frequently updated conten...
PLATFORMS      Nearly 150 million Americans visit YouTube each      month, spending more than 300 minutes on the      site...
PLATFORMS      The most popular camera uploading photos to      Flickr is the Apple iPhone 4      More than five billion p...
TECHNOLOGY ADOPTION LIFECYCLE                    17
SETTING UP A BLOGON WORDPRESS.COMQUESTIONS + ANSWERS                      18
BLOG ASSIGNMENTJanuary 25, 2012  • Creating a Blog     • Setup a blog on Wordpress.com.     • Create an “About Me” page.  ...
BLOG ASSIGNMENTJanuary 25, 2012  •   Title of your Blog Post        • Use, and research, the most important keywords about...
BLOG ASSIGNMENTJanuary 25, 2012  •   Opening Paragraph       • Be clear, concise and to the point.       • Include most im...
CLASS DISCUSSIONCONTENT, PLATFORMS, DISCUSS TOPICS OF THE DAY                                   22
CLASS DISCUSSION •   Two Ways to Measure Social Media      • No set metrics or best practices.      • Goals differ across ...
CLASS DISCUSSION                   24
CLASS DISCUSSION                   25
ASSIGNMENTJANUARY 25, 2012                   26
ASSIGNMENTJanuary 25, 2012  •   Twitter       • Still don’t have everyone’s handle.       • Follow @DJenders, @Breaking_So...
QUESTIONS            28
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ADPR4300 - Session 3 - Spring 2012

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Transcript of "ADPR4300 - Session 3 - Spring 2012"

  1. 1. EMERGING AND SOCIALMEDIA IN THE MARKETPLACEMARQUETTE UNIVERSITY / SPRING 2012 / #ADPR4300
  2. 2. LOOKING BACK FINDING THE RIGHT PLATFORMSAGENDA / / SETTING UP WORDPRESS CLASS DISCUSSION ASSIGNMENT QUESTIONS 2
  3. 3. LOOKING BACK ATCONTENT STRATEGYMAKING THE COMPLICATED MORE SIMPLE 3
  4. 4. CONTENT STRATEGY K Hub ,g P J s O 4
  5. 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. 6. FINDING THE RIGHTPLATFORMSDETERMINING THE BEST PLATFORMS FOR YOUR CLIENTS 6
  7. 7. SOCIAL MEDIAIS NOT A CAMPAIGN 7
  8. 8. SOCIAL MEDIA IS A BITLIKE KINDERGARTEN 8
  9. 9. SOCIAL MEDIA IS ALSOLIKE A COCKTAIL PARTY 9
  10. 10. SOCIAL MEDIA STRATEGY MONITOR EVALUATE ENGAGE EXPAND 10
  11. 11. PLATFORMS MEDIA LOCAL WEB SITES / MOBILE E-MAIL SOCIAL 11
  12. 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. 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. 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. 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. 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. 17. TECHNOLOGY ADOPTION LIFECYCLE 17
  18. 18. SETTING UP A BLOGON WORDPRESS.COMQUESTIONS + ANSWERS 18
  19. 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. 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. 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. 22. CLASS DISCUSSIONCONTENT, PLATFORMS, DISCUSS TOPICS OF THE DAY 22
  23. 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. 24. CLASS DISCUSSION 24
  25. 25. CLASS DISCUSSION 25
  26. 26. ASSIGNMENTJANUARY 25, 2012 26
  27. 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. 28. QUESTIONS 28

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