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