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Dynamics of Social Media Marketing

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Simon Fraser University guest lecture that touches on social media myths, marketing examples and social media best practices.

Simon Fraser University guest lecture that touches on social media myths, marketing examples and social media best practices.

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  • Many of the tools and services are free, but there are expenses and opportunity costs associated with the time and labour. In order to effectively manage your social media initiatives, be prepared to invest some ongoing staff hours.
  • The power of social media lies in the ability to connect with your audiences. Whether it’s internal staff, customers or other stakeholders, building trust and a level of engagement with your community is an organic process. There are some “quick wins” to be had, but don’t expect deep impact overnight.
  • Social media is not a cure all for anything that might ail your organization. The reality is that challenges you might have in areas such as culture, service, quality, etc. tend to get exposed by social media. Be prepared to take an honest look in the mirror before jumping in – Do you like what you see? (If not, see the next point).
  • Social media is great if your organization has the right mindset i.e. passionate about your customers, interested in the opinions of your stakeholders, want to add value to relationships, motivated to engage with your target audience, etc. BUT, if your organization hoards information, operates in silos, has a “closed” culture, and doesn’t really care about its customer, social media may not be right for you.
  • The creative and fun parts of social media are often related to the tools – the tactics and campaigns that make the medium come to life. However, tools without purpose are useless. Take the time to understand how social media can be used to help your organization achieve its business goals and be prepared to ask WHY you’re using a specific tool.
  • Social media may have its “roots” in the marketing department but it’s important to recognize its impact across the organization.Each department can use social technology to become more effective in connecting with internal and external audiences.
  • Social media may have its “roots” in the marketing department but it’s important to recognize its impact across the organization.Each department can use social technology to become more effective in connecting with internal and external audiences.
  • There are a number of free (and paid) tools and services available to measure social media activity and performance. As with any initiative, it helps to understand which metrics are important to your organization and how they tie back to your business goals.

Dynamics of Social Media Marketing Dynamics of Social Media Marketing Presentation Transcript

  • The Dynamics of
    Social Media Marketing
    Simon Fraser University Guest Lecture
    Business 343 Cohort
    Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1
  • Hello
  • Lecture Overview
  • Social Media is made
    up of five key elements
  • These dynamics have had
    an impact on marketing
  • Before digging in, it helps
    to understand some of the mythology around social media
  • Social Media Myths
    Social Media is Free
    Source: http://www.flickr.com/photos/ikoka/3002416927/
  • Social Media Myths
    Social Media is a Quick Fix
    Source: http://www.flickr.com/photos/thatguyfromcchs08/2300190277/
  • Social Media Myths
    Social Media is the Magic Potion
    Source: http://www.flickr.com/photos/pasukaru76/3549373587/
  • Social Media Myths
    Social Media Works for Every Organization
    Source: http://www.flickr.com/photos/nakrnsm/3898384586/
  • Social Media Myths
    Social Media is All About the Tools
  • Social Media Myths
    Quantity Rules
  • Social Media Myths
    Social Media Belongs in the
    Marketing Department
    Source: David Armano, Edelman 2010, EdelmanDigital.com
  • Social Media Myths
    Social Media Can’t Be Measured
    Source: http://www.flickr.com/photos/nickwebb/2973525619/
  • How are organizations integrating social media into
    their existing strategy?
  • How are organizations integrating social media into their existing strategy?
    Brand Engagement
  • How are organizations integrating social media into their existing strategy?
    Promotions
  • How are organizations integrating social media into their existing strategy?
    Product Features
  • How are organizations integrating social media into their existing strategy?
    Selling
  • How are organizations integrating social media into their existing strategy?
    Issue Resolution
  • How are organizations integrating social media into their existing strategy?
    Customer Service
  • How are organizations integrating social media into their existing strategy?
    Product Demos
  • How are organizations integrating social media into their existing strategy?
    Activation
  • How are organizations integrating social media into their existing strategy?
    Contests
  • How are organizations integrating social media into their existing strategy?
    Demonstrating Quality
  • How are organizations integrating social media into their existing strategy?
    Building Social Proof
  • How are organizations integrating social media into their existing strategy?
    Brand Humanization
  • How are organizations integrating social media into their existing strategy?
    Coupons
  • How are organizations integrating social media into their existing strategy?
    Loyalty
  • What best practices lead to the effective use of social media?
  • BEST PRACTICE
    Think Strategy Before Tools
  • BEST PRACTICE
    Set Social Media Objectives
  • BEST PRACTICE
    Assess Your Social Capacity
  • BEST PRACTICE
    Understand Your Audience
  • BEST PRACTICE
    Embrace Consumer Empowerment
  • BEST PRACTICE
    Manage the Noise
  • BEST PRACTICE
    Analyze Competitor Activity
  • BEST PRACTICE
    Don’t Fly Blind – Listen/Monitor
  • BEST PRACTISE
    Interact First – Sell Second
  • PLAN
    CREATE
    Write
    Review
    Revise
    Approve
    GOVERN
    Maintain
    Measure
    Publish
    Store
    Delivery
    Display
    BEST PRACTISE
    Have a Content Strategy
    Source: Content Strategy and the Future of Marketing, Kristina Halvorson, Brain Matters
  • BEST PRACTICE
    Build Relationships
  • BEST PRACTICE
    Plan “Engagement Scenarios”
  • BEST PRACTICE
    Leverage Employee Participation
  • BEST PRACTICE
    Filter Channels to Gain Value
  • BEST PRACTICE
    “Enable” Brand Communities
  • BEST PRACTICE
    Bridge Digital with F2F
  • BEST PRACTICE
    Learn to Swim in the Social Media Pool
  • BEST PRACTICE
    Understand the Ethical Scale
  • BEST PRACTICE
    Govern Your Social Media Program
    Support
    Guidelines
    Training
  • Can organizations quantifying
    the value of social media?
  • ANALYTICS FRAMEWORK
    No Shortage of Measurement Tools
  • ANALYTICS FRAMEWORK
    Measurement Ground Rules
    Source: Radian6.com
  • ANALYTICS EXAMPLE
    Measuring Sales
    Source: Radian6.com
  • The Dynamics of
    Social Media Marketing
    Simon Fraser University Guest Lecture
    Business 343 Cohort
    Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1