Social media marketing presentation (Hult Marketing Club)


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Social media marketing presentation (Hult Marketing Club)

  1. 1. Social Media Marketing for beginners HULT Marketing Club Mamiko Kuno Rakshit Joshi Blog and
  2. 2. <ul><li>What is Social Media ? </li></ul><ul><li>Why do companies have blog ? </li></ul><ul><li>What are people doing with Twitter ? </li></ul><ul><li>Are there any tips to use social media? </li></ul><ul><li>Are there any companies which use social media successfully ? </li></ul><ul><li>How to start social media? </li></ul>
  3. 3. Agenda <ul><li>Introduction </li></ul><ul><li>Social media overview </li></ul><ul><li>Social media marketing </li></ul><ul><li>Case studies </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Harvard class team-project </li></ul>
  4. 4. Introduction <ul><li>People are more and more active </li></ul><ul><li>online </li></ul><ul><li>Social media is growing rapidly </li></ul><ul><li>Obama won the presidential race </li></ul><ul><li>with using various social media </li></ul><ul><li>Facebook has now 175m members </li></ul>
  5. 5. Social media overview <ul><li>Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences. </li></ul>Using the Internet Interactive Participative Creating contents Accessible Collaborative
  6. 6. Social media overview Social media is about “ Socializing” Let’s socialize!!
  7. 7. Social media marketing <ul><li>People use online </li></ul><ul><li>(70% of all e-commerce transactions through web search) </li></ul><ul><li>Word of mouth </li></ul><ul><li>Customer acquisition, conversion, retention </li></ul>Who is your customer? What is customer’s need? How customer behave? Engage with customers
  8. 8. Social media marketing B2B B2C Listen Engage
  9. 9. Blog <ul><li>There are 112 million blogs, with 120 thousand new articles appearing each day </li></ul><ul><li>People use blog as useful information source </li></ul><ul><li>Certain blogs have more readers than traditional media </li></ul><ul><li>Blog readers often have their own blog; therefore news spread quickly in the blogosphere </li></ul><ul><li>Why companies have blogs? </li></ul><ul><li>Provide information directly to customers </li></ul><ul><li>Frequent update makes customers visit to the website </li></ul><ul><li>Frequent update is also effective for Google’s page rank </li></ul>
  10. 10. Blog <ul><li>What should I write in the blog? </li></ul><ul><li>Think about customer’s needs </li></ul><ul><li>Find key words which customer use </li></ul><ul><li>It could be PodCast or Video blog according to customer preferences </li></ul><ul><li>How should companies deal with blogs? </li></ul><ul><li>Better to watch. What do others say about your company/product </li></ul><ul><li>Take actions if needed </li></ul><ul><li>Best way to monitor is making your employees bloggers. But you need a clear rules </li></ul>
  11. 11. Blog IBMers' blogs
  12. 12. Facebook
  13. 13. Facebook <ul><li>aerie by american eagle </li></ul><ul><li> </li></ul><ul><li>Coca-cola </li></ul><ul><li> </li></ul><ul><li>Over drive social media map </li></ul><ul><li> </li></ul><ul><li>Domino Pizza </li></ul><ul><li> </li></ul>
  14. 14. Twitter <ul><li>Union Square Ventures, Digital Garage, Spark Capital, Bezos Expeditions invested in Twitter with $22 M in total </li></ul><ul><li>Acquired a Twitter search service “Summize” in 2008 </li></ul><ul><li>Twitter declined the acquisition proposal from Facebook in November 2008 ($500M?) </li></ul><ul><li>Average # of following: 69 </li></ul><ul><li>Average # of followers: 69.5 </li></ul><ul><li>The person who has the largest number of followers is…. </li></ul><ul><li>640,000 followers </li></ul><ul><li> </li></ul><ul><li>Started since Aug. 2006 and the company is founded in May of 2007 </li></ul><ul><li>Message has to be within140 words </li></ul><ul><li>Real time information </li></ul><ul><li>4-5 million users in 2008 </li></ul><ul><li>70% of users started in 2008 </li></ul><ul><li>5,000-10,000 accounts / day </li></ul><ul><li>The primary users of Twitter are from 35 to 49 years old (42%) </li></ul><ul><li>Many of them have access even from the office </li></ul>
  15. 15. Twitter
  16. 16. <ul><li>Starbucks </li></ul><ul><li> </li></ul><ul><li>Google </li></ul><ul><li> </li></ul><ul><li>Dell is crazy for Twitter </li></ul><ul><li> </li></ul><ul><li> </li></ul>Twitter
  17. 17. Social media marketing project <ul><li>B to C </li></ul><ul><li> marketing plan </li></ul><ul><li>Mamiko Kuno </li></ul><ul><li>B to B </li></ul><ul><li>Promoting Green Products </li></ul><ul><li>Rakshit Joshi </li></ul>
  18. 18. Amy Fredrickson Mamiko Kuno Thuy-Lieu Vu
  19. 19.   Agenda <ul><li>Background </li></ul><ul><li>Business Objectives </li></ul><ul><li>SMART Social Media Marketing Objectives </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>Marketing Problems and Opportunities </li></ul><ul><li>Target Market </li></ul><ul><li>Marketing Communications </li></ul><ul><ul><li>Online Media </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>Metrics </li></ul><ul><li>Budget - Revenues and Expenses </li></ul><ul><li>Timetable </li></ul>
  20. 20. <ul><li> </li></ul><ul><ul><li>Collaborative content website for climbers and hikers </li></ul></ul><ul><ul><li>Opened in 2001 and 43,000 members profiles (20,000 in US) with approx 10,000 active users </li></ul></ul><ul><ul><li>Climbing sites info, travel reports, products reviews </li></ul></ul>I. Background <ul><ul><li>Limited revenue source </li></ul></ul><ul><ul><li>↓ </li></ul></ul><ul><ul><li>Additional revenue source </li></ul></ul><ul><ul><li>Lack of interaction </li></ul></ul><ul><ul><li>Little exposure </li></ul></ul><ul><ul><li>No scalability </li></ul></ul><ul><ul><li>↓ </li></ul></ul><ul><ul><li>Social media marketing </li></ul></ul>
  21. 21. II. Business Objectives <ul><li>1.  Continue to build on the existing content on trail information, experiences, and product and trip reviews. </li></ul><ul><li>  </li></ul><ul><li>2.  Increase user activity and engagement on </li></ul><ul><li>  </li></ul><ul><li>3.  Generate revenue by partnering with brands such as Patogonia, Arcteryx, Columbia, North Face, and Keen to sell products that are reviewed on the site. Commission will be earned on each sale.  </li></ul><ul><li>  </li></ul><ul><li>4.  Generate revenue by partnering with hotels and travel agencies such as and Expedia to help users plan trips to locations that are reviewed on the site.  Commission will be earned on each trip booked. </li></ul>
  22. 22. III. SMART Social Media Marketing Objectives <ul><li>  1.  Develop Ning Community </li></ul><ul><li>        After 3 months: 300 member profiles </li></ul><ul><li>        After 1 year: 1,000 member profiles </li></ul><ul><li>  </li></ul><ul><li>2.  Create Facebook Fan Page </li></ul><ul><li>         After 3 months: 300 fans </li></ul><ul><li>        After 1 year: 1,000 fans </li></ul><ul><li>3.  Create Twitter Account </li></ul><ul><li>         After 3 months: 100 followers </li></ul><ul><li>        After 1 year: 500 followers </li></ul><ul><li>  </li></ul><ul><li>4.  Develop YouTube Channel </li></ul><ul><li>         After 3 months: 50 videos posted </li></ul><ul><li>        After 1 year: 250 videos posted </li></ul><ul><li>  </li></ul><ul><li>5.  Monitor Blog Activity </li></ul><ul><li>         After 3 months: 5% of viewers post a comment </li></ul><ul><li>        After 1 year: 8% of viewers post a comment </li></ul>
  23. 23. IV. SWOT Analysis <ul><li>Strengths </li></ul><ul><ul><li>Most comprehensive site of its kind </li></ul></ul><ul><ul><li>Already has 43,000 members (globally) </li></ul></ul><ul><ul><li>14,000 member active daily </li></ul></ul><ul><ul><li>Free to partake in community  </li></ul></ul><ul><ul><li>Accessible anytime from anywhere </li></ul></ul><ul><ul><li>Allows users to generate their own content </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>Large number of members show there is existing demand to connect with fellow climbers </li></ul></ul><ul><ul><li>Already has extensive reviews of products and trips, so making these things available for purchase is a logical step </li></ul></ul><ul><ul><li>There are climbers hikers across the US--it is not limited to small regions </li></ul></ul><ul><ul><li>Can easily expand to other outdoor activities (scuba diving, camping etc.) </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>No existing brand </li></ul></ul><ul><ul><li>Site design and organization is lacking </li></ul></ul><ul><ul><li>Site currently does poor job of tracking user activity </li></ul></ul><ul><ul><li>Site wholly depends on users generating content  </li></ul></ul><ul><ul><li>Monitoring and managing high volumes of content takes a lot of time </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>Climbing is niche market, so there is an upper limit to target as it stand now </li></ul></ul><ul><ul><li>Climbing is not an everyday activity, so could limit activity on site </li></ul></ul><ul><ul><li>Many existing SNS competing for user's time </li></ul></ul><ul><ul><li>People are less likely to travel or buy climbing products when economy is poor </li></ul></ul>
  24. 24. V. Marketing Problems and Opportunities <ul><li>Problems </li></ul><ul><ul><li>Need to establish a brand </li></ul></ul><ul><ul><li>Only 1/3 registered members are active users--which shows that many users are not engaged enough to keep coming back to the site </li></ul></ul><ul><ul><li>Registered members already have a profile on the website, so it may be difficult to get them to make another on the Ning community </li></ul></ul><ul><ul><li>Since revenue streams are just now being established, the media plan will have to be executed on a minimal budget </li></ul></ul><ul><ul><li>It will be difficult to monitor content that will come to the site from the social media campaign </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>43,000 members show there is an exisiting interest among hikers and climbers to connect with each other </li></ul></ul><ul><ul><li>Site was developed in 2001, so updated social networking capabilities will be welcomed </li></ul></ul><ul><ul><li>Climbers and hikers have lots of interesting photos/videos/content to share with each other </li></ul></ul><ul><ul><li>All social media platforms used for the campaign are free, so will only have to pay for labor </li></ul></ul><ul><ul><li>Climbers and hikers are active and mobile, so the site can stay in touch with them through Twitter </li></ul></ul><ul><ul><li>Spring/summer is ideal time to launch campaign </li></ul></ul>
  25. 25. VI. Target Market <ul><li>Climbing Enthusiasts (60%) </li></ul><ul><ul><li>20-50 years old (average 40's) </li></ul></ul><ul><ul><li>70% male and 30% female </li></ul></ul><ul><ul><li>Climbing at least five times a year </li></ul></ul><ul><ul><li>Frequently visit SummitPost and other climbing related websites </li></ul></ul><ul><ul><li>Already a member of SummitPost or a friend of members </li></ul></ul><ul><ul><li>Passionate about climbing and willing to share information </li></ul></ul><ul><ul><li>Keen to the new information of climbing </li></ul></ul><ul><li>Recreational Climbers (40%) </li></ul><ul><ul><li>20-40 years old (average 30's) </li></ul></ul><ul><ul><li>70% male and 30 % female </li></ul></ul><ul><ul><li>Interested in climbing and other outdoor sports </li></ul></ul><ul><ul><li>Active in Facebook with 50+ friends and access frequently </li></ul></ul><ul><ul><li>Active in online communities such as Ning </li></ul></ul><ul><ul><li>Open for information sharing online </li></ul></ul><ul><ul><li>Actively socializing and interacting online </li></ul></ul>
  26. 26. VII. Marketing Communications <ul><li>Online Media </li></ul><ul><ul><li>Drive users to social media platforms and back to the site </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Increase user engagement </li></ul></ul>
  27. 27. i. Online Media <ul><li>Search Engine Marketing </li></ul><ul><ul><li>Google AdWords campaign </li></ul></ul><ul><li>Email campaign promoting events, contest and updates will be on a monthly basis  </li></ul><ul><li>Contest Promotion </li></ul><ul><ul><li>Over the course of 3 months, members submit their coolest/most outrageous videos </li></ul></ul><ul><ul><li>Users vote and the winner receives an all expenses paid trip with the value to $1,000 </li></ul></ul>
  28. 28. ii. Social Media <ul><li>Members, Fans, Tweets, Viewers will be easily connected by widgets, chicklets, and RSS feeds </li></ul>
  29. 29. VIII. Metrics Objectives Metrics Ning Communitry 300 members profiles/3 months 1,000 members profiles/12 months Number of member profiles on Ning community Facebook page 300 fans/3 months 1,000 fans/12 months Number of fans on Facebook page Twitter account 100 followers/3 months 500 followers/12 months Number of Twitter followers YouTube channel 50 video post/3 months 250 video post/12 months 10,000 video views/12 months  YouTube posted videos blog 5% of visitors post a comment/3 months 8% of visitors post a comment/12 months Google Analytics
  30. 30. Social Media 2.0 Project Presentation      Promoting Green Products to Higher Educational Facilities RAKSHIT JOSHI
  31. 31. Overview of GoGreen Inc. <ul><li>Our Corporate Profile </li></ul><ul><li>    </li></ul><ul><li>    </li></ul><ul><ul><li>3rd Party Marketing Firm </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Clients: Green technology companies </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Our social networks incorporate: </li></ul></ul><ul><ul><ul><li>use direct marketing </li></ul></ul></ul><ul><ul><ul><li>use integrative marketing </li></ul></ul></ul><ul><ul><ul><li>focus on Green info </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Target Market: University Students   </li></ul></ul><ul><li>                       and  A dministrators </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Our Business Goals </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><ul><li>  Use social media marketing to promote existing green product sales to the higher education sector (HED) within the state of MA. </li></ul></ul><ul><ul><li>Use a 2-pronged social media approach to generate sales: </li></ul></ul><ul><ul><ul><li>Target college students to put pressure on school administrators to purchase solar/green products </li></ul></ul></ul><ul><ul><ul><li>Target HED administrators to select our client's solar/green products. </li></ul></ul></ul>
  32. 32. Students Admins Greek Green Clubs Contests Print Ads School Newspaper Green Depts Green Professors Traffic Drivers Traffic Drivers Community E.g. LinkedIn PRESSURE Feedback Feedback Feedback Generate Awareness O Yeah!! Community Member Impressed..
  33. 33. Marketing Objectives <ul><li>  </li></ul><ul><ul><li>Make our client, Evergreen Solar , the premier solar panel retailer for MA HED schools by January 2011 </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Develop social networks in the 10 top colleges in MA within first year.  </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Produce sales leads for client in 3 out of the 10 target schools </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Our target:  </li></ul></ul><ul><ul><ul><li>50,000 students/admin in our network within the first year  </li></ul></ul></ul><ul><ul><ul><li>150,000 students/ admin within 3 years.   </li></ul></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Our Client : Evergreen Solar - MA Solar Panel Manufacturer  </li></ul>
  34. 34. Go Green Revenue Streams :    1.) Client Advertising   2.) Ad Words   3.) Green Store                        Client Revenue Streams :   1.) Lead Generation   2.) Branding and Exposure
  35. 35. Social Media Elements: Student Communities
  36. 36. Social Media Elements <ul><li>How we are going to get students engaged? </li></ul><ul><li>  </li></ul><ul><li>                             Contests </li></ul><ul><ul><li>Who can sign up the most members </li></ul></ul><ul><ul><li>Green dorm room make over </li></ul></ul><ul><ul><li>Who has the greenest dorm </li></ul></ul><ul><ul><li>Green Student of the month </li></ul></ul><ul><ul><li>Build a new green technology </li></ul></ul><ul><li>  </li></ul><ul><li>                                Prizes </li></ul><ul><li>Laptops, LCD TV's, Gift Certs, Green Adventure Vacations, scholarships, future interships. </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  37. 37. Social Media Elements: Administrative Community <ul><li>Community Blog Provides : </li></ul><ul><ul><li>Green Awareness:   </li></ul></ul><ul><li>                     - Summarize & Link Green Articles </li></ul><ul><li>              - MA Government Rebates & Tax Incentives for Green </li></ul><ul><li>                  - Provide Green Office Benefits & Tips </li></ul><ul><li>         </li></ul><ul><ul><li>Top 5 List of local students' Green Interests </li></ul></ul><ul><li>  </li></ul><ul><ul><li>A Community for Admins to discuss Green topics </li></ul></ul><ul><li>  </li></ul><ul><ul><li>  Personal Pages for Admins </li></ul></ul><ul><li>               - Personal/Professional Profile </li></ul><ul><li>                 - Customizable apps: photos, backgrounds, themes, chicklets </li></ul><ul><li>                  - Search for email addresses & invite friends </li></ul><ul><li>  </li></ul><ul><ul><li>Fan Pages similar to Facebook pages for NPO's </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Sponsor Page: Most Popular Green Products and Services </li></ul></ul><ul><li>              -   Links to client's website </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  38. 38. Metrics External Metrics (for Clients): # of click through there website  # of leads generated for our clients site # of blog posts                                             Internal Metrics:                                     A)   Community Member Interaction Behaviors   # of Blog readers                              # of comments/time period/different members   # & frequency of key words             # of friends & contacts                     B) Audience Measures # of visits/day                                    # of member vs. non-member visits/day # of page views                                 Session Time Path through the site                         Entry Page                     C) Traffic Measures # of hits/day                                      # of impressions # of page views/day                       # of sessions/day # of Ad click-throughs                     Search engine results
  39. 39. Building Social Network Timeline
  40. 40. Client Campaign Timeline
  41. 41. Program Budget Project Costs / School Per Year 1.) Server / Domain Expenses        $1,200 2.) Search Engine Optimization      $1,000 3.) Marketing Promotions                 $ 5,000                                             Total        $7,200   Additional Resources Needed : <ul><ul><li>Web Designers                    $57,286 </li></ul></ul><ul><ul><li>Graphic Designers               $51,913 </li></ul></ul><ul><ul><li>Account Managers               $45,809 </li></ul></ul><ul><ul><li>Blog Specialist                      $35,000 </li></ul></ul><ul><li>  </li></ul><ul><li>                                      Total       $190K     </li></ul>