Dynamics of Social Media Marketing

1,935 views

Published on

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

Published in: Business, News & Politics
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,935
On SlideShare
0
From Embeds
0
Number of Embeds
95
Actions
Shares
0
Downloads
71
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide
  • 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

    1. 1. The Dynamics of Social Media Marketing Simon Fraser University Guest Lecture Business 343 Cohort Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1
    2. 2. Hello
    3. 3. Lecture Overview 1 • Social Media Elements • Marketing Impact and Mythology 2 • Social Media Examples 3 • Best Practices • Social Media Measurement 4 • Questions and Discussion
    4. 4. Social Media is made up of five key elements
    5. 5. These dynamics have had an impact on marketing
    6. 6. Before digging in, it helps to understand some of the mythology around social media
    7. 7. Social Media Myths Social Media is Free Source: http://www.flickr.com/photos/ikoka/3002416927/
    8. 8. Social Media Myths Social Media is a Quick Fix Source: http://www.flickr.com/photos/thatguyfromcchs08/2300190277/
    9. 9. Social Media Myths Social Media is the Magic Potion Source: http://www.flickr.com/photos/pasukaru76/3549373587/
    10. 10. Social Media Myths Social Media Works for Every Organization Source: http://www.flickr.com/photos/nakrnsm/3898384586/
    11. 11. Social Media Myths Social Media is All About the Tools
    12. 12. Social Media Myths Quantity Rules
    13. 13. Social Media Myths Social Media Belongs in the Marketing Department Source: David Armano, Edelman 2010, EdelmanDigital.com
    14. 14. Social Media Myths Social Media Can’t Be Measured Source: http://www.flickr.com/photos/nickwebb/2973525619/
    15. 15. How are organizations integrating social media into their existing strategy?
    16. 16. How are organizations integrating social media into their existing strategy? Brand Engagement
    17. 17. How are organizations integrating social media into their existing strategy? Promotions
    18. 18. How are organizations integrating social media into their existing strategy? Product Features
    19. 19. How are organizations integrating social media into their existing strategy? Selling
    20. 20. How are organizations integrating social media into their existing strategy? Issue Resolution
    21. 21. How are organizations integrating social media into their existing strategy? Customer Service
    22. 22. How are organizations integrating social media into their existing strategy? Product Demos
    23. 23. How are organizations integrating social media into their existing strategy? Activation
    24. 24. How are organizations integrating social media into their existing strategy? Contests
    25. 25. How are organizations integrating social media into their existing strategy? Demonstrating Quality
    26. 26. How are organizations integrating social media into their existing strategy? Building Social Proof
    27. 27. How are organizations integrating social media into their existing strategy? Brand Humanization
    28. 28. How are organizations integrating social media into their existing strategy? Coupons
    29. 29. How are organizations integrating social media into their existing strategy? Loyalty
    30. 30. What best practices lead to the effective use of social media?
    31. 31. BEST PRACTICE Think Strategy Before Tools
    32. 32. • SpecificS • MeasureableM • AttainableA • RelevantR • TimelyT BEST PRACTICE Set Social Media Objectives
    33. 33. BEST PRACTICE Assess Your Social Capacity
    34. 34. BEST PRACTICE Understand Your Audience
    35. 35. BEST PRACTICE Embrace Consumer Empowerment
    36. 36. BEST PRACTICE Manage the Noise
    37. 37. BEST PRACTICE Analyze Competitor Activity
    38. 38. BEST PRACTICE Don’t Fly Blind – Listen/Monitor
    39. 39. BEST PRACTISE Interact First – Sell Second
    40. 40. PLAN CREATE Write Review Revise Approve Publish Store Delivery Display GOVERN Maintain Measure Source: Content Strategy and the Future of Marketing, Kristina Halvorson, Brain Matters BEST PRACTISE Have a Content Strategy
    41. 41. BEST PRACTICE Build Relationships
    42. 42. BEST PRACTICE Plan “Engagement Scenarios”
    43. 43. BEST PRACTICE Leverage Employee Participation
    44. 44. BEST PRACTICE Filter Channels to Gain Value
    45. 45. BEST PRACTICE “Enable” Brand Communities
    46. 46. BEST PRACTICE Bridge Digital with F2F
    47. 47. BEST PRACTICE Learn to Swim in the Social Media Pool
    48. 48. BEST PRACTICE Understand the Ethical Scale
    49. 49. Guidelines Training Support BEST PRACTICE Govern Your Social Media Program
    50. 50. Can organizations quantifying the value of social media?
    51. 51. ANALYTICS FRAMEWORK No Shortage of Measurement Tools
    52. 52. • S.M.A.R.T ObjectivesAlign • Don’t just use a single measurement – combine metrics1+1+1 • More Twitter followers will lead to increased SalesTheory • What do you measure now?Culture ANALYTICS FRAMEWORK Measurement Ground Rules Source: Radian6.com
    53. 53. ANALYTICS EXAMPLE Measuring Sales Source: Radian6.com Attribution Measure sales directly via a social media channel (Dell) Correlation Cross reference sales with social media activity
    54. 54. The Dynamics of Social Media Marketing Simon Fraser University Guest Lecture Business 343 Cohort Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1

    ×