Monster Social presentation - February 23
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  • 128,000 Likes = 5% of Likes on the DMB Facebook fan page
  • 128,000 Likes = 5% of Likes on the DMB Facebook fan page

Monster Social presentation - February 23 Presentation Transcript

  • 1. Transforming Social Media Training to Real Work Outcomes The Pedagogy of Social Media Kristin Mattera February 23, 2012
  • 2. Today’s roadmap
    • Background
    • Course goals and objectives
    • Demonstrating knowledge
    • Resources for enhanced learning
    • Future directions
  • 3. How did we get here?
  • 4. About me
  • 5. About me
    • @krismatt
    • Active
    • Facebook – 2004
    • Twitter – 2008
    • LinkedIn – 2008
    • Guest blogger
    • Also dabbled in podcasting and video
  • 6. Building a course
  • 7. My Fall 2011 class
  • 8. Student profile
    • Undergraduates
    • Juniors and seniors
    • Sometimes honors students
    • Course offered in the business school
      • Not all are marketing focused
  • 9. Classroom observations of students
    • Predominately view social media from a user perspective
    • Preconceived notions/prejudices of social media
    • Acceptance of technology without questioning “why” or “how”
      • Typically do not understand the backend of technology
    • May not have a solid foundation in all aspects of marketing
      • Media planning, marketing research and analysis, consumer behavior
  • 10. Classroom observations of students
    • Think in silos and may not always connecting the dots
    • Very device dependant
    • Just lecturing won’t work
      • Hands-on/learn by doing model is essential
    • Need to be pushed in terms of content creation
      • Level of writing may require editing and feedback sessions
    • Need to be helped toward professionalism
  • 11. Potential Topics
    • Defining SM
    • Impact of SM
    • History of SM
    • Foundations of SM
    • Inbound marketing
    • Blogs
    • Facebook
    • Twitter
    • YouTube & streaming content
    • Professional/Career networking
      • BeKnown on Facebook, LinkedIn & others
    • Pinterest
    • Mobile/Location-Based Services (LBS)
    • Power of SM
    • User-Generated Content (UGC)
    • Data Mining
    • Challenges of SM
      • ROI
      • Ethics
      • Privacy
      • Company culture
    • Media News
  • 12. Course goals
    • Understand the importance of social media with regard to marketing and society .
      • Social media is more than marketing.
  • 13. Course goals
    • Know how to intelligently converse about and use social media in a variety of settings.
      • Communication has shifted significantly and new tools now exist.
  • 14. Course goals
    • Know how to stay current with social media trends.
      • Staying on top of an ever-changing landscape is challenging.
  • 15. Course goals
    • Know the components involved in all aspects of an integrated social media campaign.
      • For true comprehension, it is necessary to dissect and analyze.
  • 16. Course goals
    • Understand the importance of clearly and consistently communicating within a given context .
      • Context is crucial.
  • 17. Getting involved & going beyond the classroom
  • 18. In-class activities
    • Peer review
    • Ongoing discussion
    • Facebook advertising practice
    • Facebook v. Twitter game
  • 19. Assignments
    • Media news
      • Keep up-to-date, connect social media to the greater world
    • Media journal
      • Increase awareness of media consumption, and envision a marketer’s targeting process
    • Blog project
      • Practice developing a content strategy
      • Writing sample for interviews
  • 20. Assignments
    • Case study analysis
      • Ability to pick apart a campaign and offer constructive feedback for optimization
    • Professional network profile
      • Prepare students for graduation by getting them started on professional networks like BeKnown on Facebook and LinkedIn, among others
    • Final project and presentation
      • Pulling it all together and making it work
      • Trying their hand at solving real-world problems
  • 21. Sample Final Project
  • 22. Client
  • 23. Tactical Plan Recommendations Marketing Objective Social Media Objective Social Media Strategy 1) Define DTW as a green, sustainable company BLOGS/EVENTS Be mentioned and/or rated by 12 influential, sustainable individuals in 1 year -Use Klout to find people of highest influence -Send a free bottle to 24 popular sustainability bloggers -Attend “The Green Wine Summit” trade show in Nappa 2) Increase customers’ engagement with DTW brand YOUTUBE & FOURSQUARE -Reach 10,000 YouTube subscribers in 6 months -Have 50+ customers bring a friend to sample the 3 types of wine -Run a video posting contest -Improve video tag terms (YouTube SEO) -Host a FourSquare swarm on a beach and have a wine tasting 3) Create awareness of DTW among Dave Matthews Band fans FACEBOOK & PANDORA -Increse Facebook fan page “Likes” by 128,000 in one year -Run week-long internal Facebook ads -Run Pandora ad during the DMB channel that sends them to the Facebook fan page
  • 24. Scheduling
    • Klout
      • Two bottles per month for 12 months starting in January 2012
    • Facebook
      • Summer Months (May-September 2012)
      • Coincide with DMB summer tour schedule
    • Pandora 
      • Fall and winter (October-December 2012)
      • Afternoons - early evenings
    • Video Contest
      • February 2012
    • FourSquare swarm
      • July 2012
      • Green Wine Summit
      • November 2012
  • 25. Target Geography
    • New England, plus New York
    • West Coast
      • California, Nevada, Idaho, Oregon, Washington
    • Tour States
      • Connecticut, Ohio, Indiana, Michigan, Wisconsin, Virginia, North Carolina, Florida, Kansas, Washington, Texas, Nebraska, Minnesota
  • 26. Resources
  • 27. Recent marketing examples Dodge Journey, Old Spice, Sweethearts and NAVY for Moms
  • 28. Resources
    • Books
    • Case studies
    • Online articles
    • Guest lecturers
    • Current campaigns
    • Online video (YouTube, TED talks)
  • 29. Books
    • Brandwashed – Martin Lindström
    • Groundswell – Charlene Li and Josh Bernoff
      • Marketing in the Groundswell – a pocket guide
    • Socialnomics – Erik Qualman
    • The New Influencers – Paul Gillin
  • 30. Harvard Business Review case studies
    • Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places. – R1012C
    • HubSpot: Inbound Marketing and Web 2.0. – 509049
    • The New Conversation: Taking Social Media from Talk to Action. – 10815
    • Obama versus Clinton: The YouTube Primary. – 509032
  • 31. Harvard Business Review case studies
    • Hulu: An Evil Plot to Destroy the World? – 510005
    • United Breaks Guitars. – 510057
    • Attaining Social Maturity: The Challenges Your Company Will Face on the Path to Empowerment Through Social Technology - 8358B
  • 32. Guest Lecturers
    • Janet Aronica – onefourty, Hubspot, and Shareaholic
    • Eric Leist – Allen & Gerritsen, podcaster
    • Ken Cosgrove – Professor of Government at Suffolk
    • DJ Capobianco – Hill Holliday, Crimson Hexagon
    • Jessica Krywosa – Director of Web Communications at Suffolk
  • 33. Future directions
  • 34. Where do we go from here?
    • Social media foundations
    • Content creation – training the prosumers
    • Social media within society (humanities and interdisciplinary focused)
    • Social media and online analytics
    • Integration of social media into pre-existing courses
  • 35. Key takeaways
  • 36. Key takeaways
    • Demonstrate how things work, especially the technology
    • Always explain the “why” factor
    • Give context whenever possible
    • Allow practice and experimentation of concepts
    • Identify how this is applicable beyond the classroom
      • Try to make it relevant to their daily lives
    • Provide constructive criticism and feedback for future success
    • Integrating social media into other pre-existing courses
    • Get them involved and invested in the topics
      • Connect to their passions
  • 37. Any questions?
    • Kris Mattera
    • @krismatt
    • http://about.me/krismattera
  • 38. Thank you!