140 CHARACTERS OR LESS:
Is Social Media Driving Real
Business or are we just Tweeting/
Friending/Following/Linking/
Digging between ourselves?
Murray Izenwasser
mizenwasser@starmark.com
Twitter: @murrayiz
www.linkedin.com/in/murrayiz
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Using Social Media
Strategies to
Drive Real Business
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Using
Business Strategies
to Develop Great
Social Media Tactics
to Drive Real Business
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How Many?
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How Many?
Why?
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Successful
Marketing?
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Marketing
Successful?
Hint: It’s Strategy :
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Hits a
Grand-Slam
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A: 30 Years
Q: What is the
difference between
Twitter and CB Radio?
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I honestly do not get why Twitter
is interesting or useful if you are following
normal everyday people’s tweets. Unless, of
course, you are using technology to become a
more efficient stalker. Why do I care about the
mundane details of other people’s lives? Don’t
I have enough of my own mundane details to
deal with?
.com, April 8, 2009
Has Social Media
Jumped the Shark?
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So are we just
talking to
ourselves?
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Goal
Social Media?
B
R
Strategy
Social Media?
A
N
Campaign
Social Media?
D
Social Media!!!
Social Media? Tactic
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Imagine if you will:
 25% Churn
 Extremely Competitive
 Limited Traditional Media
 $76,000+
 3-4 Year Decision Cycle
 13-17 years old
Welcome to
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Understand
e
er
H
re
A
Setup
ou
Y
Launch
Roll Out
1. Critical Mass (Current Students)
Winter/Spring 2009
2. Roll out to prospective students
Spring/Summer 2009
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lty
ts
ya
l
en
an oo
ity
Lo
Ev
Tr ch
n shi din fer
un
s
s
s
m
er
s
&
pu
h
m
nc
ig
Ca p g
m
Co
H
flu
Ca
t-
t-
er an
In
s
en
en
pu
g
ad Br
&
in
tm
tm
m
ot
ni
Le ol
ui
ui
om
um
ho
cr
cr
Re
Re
Sc
Pr
Al
O
Social Networking Sites
Build your own (ASU
x x x x
is Talking)
Bebo x x
Classmates x
College Tonight x x x x
Facebook x x x x x x
Flixster x
Flickr x x x
Friendster x x x x x
Hi5 x x x x x
LifeAtCollege x x x x
LinkedIn x x x
Meetup x
MySpace x x x x x x
myYearbook x x x x x
Takkle x x x
Twitter x x
YouTube x x x
Zinch x x x x
Understanding / Research
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Networking / Linking Strategy
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Deploy
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Don’t Forget SEO
vs. vs.
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Build it and they will NOT come
NSU Fan Frenzy
Event
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E
n
M g
e a
t g
r e
i m
c e
s n
t
$$?
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Putting It All Together
Murray, please switch over to the video
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Takeaways
Social Media is a Tactic
Build it and they will NOT come
Don’t forget about other media
Make sure your strategy is flexible
TOS and Platform ‘Enhancements’
Recruit from your base, THEN leverage
Make sure you have a budget for the “recruitment” phase
Your Mom was right about First Impressions
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Shameless self-promotion:
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If you enjoyed this presentation, please
tweet about it. Thx!
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Murray Izenwasser
mizenwasser@starmark.com
Twitter: @murrayiz
www.linkedin.com/in/murrayiz
© Starmark International - all rights reserved