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Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
Social Media Marketing   Asu Class Feb 2010
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Social Media Marketing Asu Class Feb 2010

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A presentation I gave to the digital marketing class at ASU. Very heavy on case studies, meant to be an introduction to how social media is used for brands as opposed to how individuals use it.

A presentation I gave to the digital marketing class at ASU. Very heavy on case studies, meant to be an introduction to how social media is used for brands as opposed to how individuals use it.

Published in: Education, Technology, Business
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  • Samples of the various types of social media – used for different purposes. As brands we use them for similar, complimentary purposes but always with a goal in mind of reaching customers
  • Extending product to social media
  • Extending social media to product
  • listening
  • Listening and branding
  • Listening and branding
  • listening
  • branding
  • branding
  • Branding and connecting with fansCustomer support
  • Branding
  • Transcript

    • 1. Social Media For Business<br />Katie Van Domelen<br />@ktvan<br />http://ktvan.posterous.com<br />
    • 2. Basics<br />http://www.flickr.com/photos/fredcavazza/3428921418/<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 3. Basics<br />It’s different than social media for personal use<br />Create relationships between brands and consumers for various marketing related purposes:<br />Increase awareness<br />Increase loyalty<br />Provide customer support<br />Think about how to extend the experience your consumers have with your product/brand online<br />Conversely, think about how to extend the experience on social networks to your brand/product<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 4. Regulations<br />New FTC Guidelines on Endorsements<br />Considered an endorsement if you receive compensation for your opinion – whether you publish your own words or those provided to you<br />Need for transparency, people should easily be able to tell that the opinion was sponsored <br />Full disclosure of any material connection between advertiser and endorser (blogger)<br />Liability for any false statements or claims falls on endorser and advertiser<br />Full FTC Guidelines: http://www2.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 5. Etiquette <br />No false pretense<br />Don’t “spam”<br />Be a “real” person in your interactions<br />Listen<br />Respond<br />Provide more than repeated sales messaging<br />Don’t steal content – credit/attribution where needed<br />Creative Commons<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 6. Case Study: Kogi BBQ<br />http://twitter.com/kogibbq<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 7. Case Study: Kogi BBQ<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />Kogi BBQ is a travelling food truck in LA<br />Their twitter account alerts followers to their next location<br />Also hold conversations with customers – suggest certain dishes, share specials and offers<br />Similar: @mojoyogurt and @rulabula<br />
    • 8. Case Study: Ikea<br />Small marketing budget to get word out about new store<br />Used Facebook instead<br />Uploaded a bunch of photos of Ikea showrooms to Facebook page<br />Fans tag themselves in the photos, the first person to tag themselves as a piece of furniture, gets the furniture<br />Viral aspect – all tagged photos show up on fans’ pages letting their friends know, spreading the word<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 9. Case Study: Dominoes<br />Started with bad social media buzz: employees post a video on YouTube where they defile pizzas<br />After media storm dies down, Dominoes apparently decides to take note of social media and start a listening plan<br />Use tools to collect mentions of a brand name in social channels<br />From that, they learn what people *really* think about their pizza<br />Change recipes and launch entire ad campaign based on it<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 10. Case Study: Freshbooks<br />http://www.freshbooks.com/blog/<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 11. Case Study: Freshbooks<br />http://community.freshbooks.com/forums/<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 12. Case Study: Freshbooks<br />Use blog to discuss related topics to the product, strengthening brand<br />Accounting<br />Invoicing<br />Billing<br />Also use as an outlet to publicize brand news<br />Platform to push out PR notices<br />Customers can leave comments on the blog or in the forums making it an effective listening outpost as well as a location to discuss issues directly with customers.<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 13. Case Study: Southwest<br />http://twitter.com/southwestair<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 14. Case Study: Southwest<br />http://www.facebook.com/Southwest<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 15. Case Study: Southwest<br />http://www.youtube.com/user/NutsAboutSouthwest<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 16. Case Study: Southwest<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />Presence on all major networks<br />Use it to hold actual conversations with people<br />Provide customer service<br />Items of interest<br />In case of PR problems (Kevin Smith) – able to respond quickly, apology and explanation posted within days<br />Share exclusive deals and discounts, make people feel special to increase loyalty<br />Show human side of employees and company<br />
    • 17. Case Study: Southwest<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />Presence on all major networks<br />Use it to hold actual conversations with people<br />Provide customer service<br />Items of interest<br />In case of PR problems (Kevin Smith) – able to respond quickly, apology and explanation posted within days<br />Share exclusive deals and discounts, make people feel special to increase loyalty<br />
    • 18. Case Study: Vitamin Water<br />http://www.facebook.com/vitaminwater<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />
    • 19. Case Study: Vitamin Water<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />2/22/2010<br />Flavor Creator<br />Let’s Facebook Fans create and vote on Flavors – winning flavor is a real product now<br />Uses Facebook URL in TV spots<br />Video interviews with sponsors<br />Carrie Underwood, 50cent, Steve Nash<br />50 sound lab – 50cent song remix contest<br />Be Inspired – Contest and charity<br />Very conversational account, makes it relevant for fans<br />
    • 20. Sound Fun?<br />2/22/2010<br />Katie Van Domelen {@ktvan} {http://ktvan.posterous.com}<br />www.socialmediatoday.com<br />www.socialmediaexplorer.com<br />www.socialmediaexaminer.com<br />Local Events/Clubs<br />http://www.smcphoenix.com/<br />http://joinazima.org/<br />http://www.socialmediaaz.org/<br />Classes to take:<br />Services Marketing<br />Consumer Behavior <br />Resources to keep up with:<br />www.mashable.com<br />www.readwriteweb.com<br />www.techcrunch.com<br />www.insidefacebook.com<br />http://social-media.alltop.com<br />www.convinceandconvert.com<br />www.sitewire.net/blog/social<br />www.altitudebranding.com<br />

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