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Social Media
 Marketing
Big Questions

!  How is Social Media different from Traditional
   Media?

!  What tactics make sense for businesses?

! ...
Social Media Defined

!  Social Media is made up of online content created
   using a variety of publishing technologies. ...
Social Media &
Business Objectives
!  Doing more with less
    •  Efficiency
    •  Free or low cost
!  Micro-targeting
  ...
Growth of Social Media

!  “The meteoric growth in social media is the
   single most significant story in the online medi...
Growth of Social Media

!  67% of the global online population visits social
   networks and blogs. (Nielsen Online, March...
Growth of Social Media
Growth of Social Media

!  Share of adult Internet users who have a profile on a social
   networking site has more than q...
Social Media
Investment
How is Social Media
Different?
!  Consumer control of message and exposure

!  Time vs. dollars

!  Measurement
Control

!  Technology allows consumers to:
    •  Pull content to themselves: RSS
    •  Create and share content about b...
Control
Control
Control

!  This requires new forms of transparent
   marketing that reach those who want to hear
   our messages and who ...
Time vs. Dollars

!  64% of marketers spend 5+ hours per week on social marketing
!  39% spend 10+ hours per week
Measurement

!  “The goal is to track qualitative and quantitative
   impressions because there is no industry
   standard...
Top Tactics for
Business
!    Twitter
!    Blogs
!    LinkedIn
!    Facebook




                  -  Stelzner (2009)
LinkedIn

!  A business oriented social network used for
   professional networking.
    •  Build networks for prospecting...
LinkedIn
LinkedIn

!  Build your expertise and authority through the Q& A
   functions
LinkedIn

!  Connect with groups to build a larger network
!  Integrate other tools like blogs, status updates and
   Web ...
Blogs

!  A Web site in the form of an online journal, with
   posts displayed in reverse chronological order.
    •  Focu...
Blogs
Blogs
Blogs
Twitter

!  Free microblogging platform where users post short
   updates (or tweets) of up to 140 characters.
   Tweets a...
Twitter
Twitter
Twitter
Twitter

!    Transparency is vital - brand or person
!    Follow people to get followed
!    Provide content, not just ad...
Facebook

!  A large, free social networking site that allows
   users to join networks organized by city, workplace,
   i...
Facebook

!  89% of adults use online social networks to stay in
   touch with friends.
              -  Pew Internet and ...
Facebook

!  Fan pages
    •  Build a community of fans
    •  Raise awareness and engage
    •  Publicize events
    •  S...
Facebook
Facebook
Building a Strategy

!  The P.O.S.T. Method
    •  People
      -  Know your audience and what SM they use
   •  Objective...
Questions?

!  Connect with us:
    •  Armstrong|Shank Web site
      -  www.armstrongshank.com
   •  IDEA|S Blog:
      -...
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Social Media Marketing Armstrong Shank

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This is a presentation on social media marketing based around answering these key questions:

1) How is social media different from traditional media?
2) What tactics make sense for businesses?
3) Where to start to build a strategy?

Published in: Business, Technology
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Transcript of "Social Media Marketing Armstrong Shank"

  1. 1. Social Media Marketing
  2. 2. Big Questions !  How is Social Media different from Traditional Media? !  What tactics make sense for businesses? !  Where do I start? •  Strategy before tactics
  3. 3. Social Media Defined !  Social Media is made up of online content created using a variety of publishing technologies. Social Media facilitates connections between people, both personally and professionally, allowing them to create, read and share content.
  4. 4. Social Media & Business Objectives !  Doing more with less •  Efficiency •  Free or low cost !  Micro-targeting •  Build communities •  Relationships through conversation !  Go where the people are spending their time
  5. 5. Growth of Social Media !  “The meteoric growth in social media is the single most significant story in the online media space today.” -  Nielsen, “Global Online Media Landscape” (April 2009) •  Exponential growth in -  Reach of social networking sites -  Use of blogs, microblogs
  6. 6. Growth of Social Media !  67% of the global online population visits social networks and blogs. (Nielsen Online, March 2009)
  7. 7. Growth of Social Media
  8. 8. Growth of Social Media !  Share of adult Internet users who have a profile on a social networking site has more than quadrupled in the past four years.
  9. 9. Social Media Investment
  10. 10. How is Social Media Different? !  Consumer control of message and exposure !  Time vs. dollars !  Measurement
  11. 11. Control !  Technology allows consumers to: •  Pull content to themselves: RSS •  Create and share content about brands, products and services: Blogs, Social Networking
  12. 12. Control
  13. 13. Control
  14. 14. Control !  This requires new forms of transparent marketing that reach those who want to hear our messages and who will share and contribute to spreading messages.
  15. 15. Time vs. Dollars !  64% of marketers spend 5+ hours per week on social marketing !  39% spend 10+ hours per week
  16. 16. Measurement !  “The goal is to track qualitative and quantitative impressions because there is no industry standard for an ROI metric for social media.” -  Craig Howe, CEO of RocketXL
  17. 17. Top Tactics for Business !  Twitter !  Blogs !  LinkedIn !  Facebook -  Stelzner (2009)
  18. 18. LinkedIn !  A business oriented social network used for professional networking. •  Build networks for prospecting and sales initiatives •  Build authority in your industry •  Recruitment
  19. 19. LinkedIn
  20. 20. LinkedIn !  Build your expertise and authority through the Q& A functions
  21. 21. LinkedIn !  Connect with groups to build a larger network !  Integrate other tools like blogs, status updates and Web sites
  22. 22. Blogs !  A Web site in the form of an online journal, with posts displayed in reverse chronological order. •  Focus your topic •  Foster conversation and subscription (RSS) •  Search engine benefits
  23. 23. Blogs
  24. 24. Blogs
  25. 25. Blogs
  26. 26. Twitter !  Free microblogging platform where users post short updates (or tweets) of up to 140 characters. Tweets are displayed to followers on the user’s profile page. •  Monitor conversations about your brand •  Promotions or coupons •  Engage with people !  Twitter awareness doubled in 1st qtr. 2009, reaching 52% of online Americans (NDP Group)
  27. 27. Twitter
  28. 28. Twitter
  29. 29. Twitter
  30. 30. Twitter !  Transparency is vital - brand or person !  Follow people to get followed !  Provide content, not just advertising !  Use third party applications to monitor and manage •  Tweetdeck •  CoTweet •  Monitter
  31. 31. Facebook !  A large, free social networking site that allows users to join networks organized by city, workplace, interest and more. Users interact by establishing profiles, building networks of friends and joining groups.
  32. 32. Facebook !  89% of adults use online social networks to stay in touch with friends. -  Pew Internet and American Life Project (2008) !  This is a very personal medium. You must provide content that is relevant to your target market. Remember, one way we connect with people is through shared interests, which included brands, products and services.
  33. 33. Facebook !  Fan pages •  Build a community of fans •  Raise awareness and engage •  Publicize events •  Solicit feedback
  34. 34. Facebook
  35. 35. Facebook
  36. 36. Building a Strategy !  The P.O.S.T. Method •  People -  Know your audience and what SM they use •  Objectives -  Drive revenue, increase brand equity, reduce costs •  Strategy -  Tactical decisions that will lead to desired outcomes •  Technology -  Executing through the right tools -  Forrester Research and Breed & Meyer
  37. 37. Questions? !  Connect with us: •  Armstrong|Shank Web site -  www.armstrongshank.com •  IDEA|S Blog: -  www.armstrongshank.com/blog •  A|S Webstratics Group Web site: -  www.webstratics.com
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