An Introduction to Social Media Marketing

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The Business Case for Social Media and Why It's Worth Your Time as a Marketer. More at http://nickwestergaard.com

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An Introduction to Social Media Marketing

  1. 1. nick westergaard | branddrivendigital.com | 2016 BRAND DRIVEN digital #UIMKTG Welcome!
  2. 2. 1 Some Background
  3. 3. Background @NickWestergaard CLEARLY INSANE
  4. 4. CLEARLY INSANE
  5. 5. Photo credit: Harry Westergaard CLEARLY INSANE
  6. 6. CLEARLY INSANE Photo credit: Meghann Foster
  7. 7. BrandDrivenDigital.com OnBrandPodcast.com GetScrappyBook.com
  8. 8. SOCIAL BRAND FORUM A PREMIER DIGITAL MARKETING EXPERIENCE PROMO CODE: UIMKTG
  9. 9. nick westergaard | branddrivendigital.com | 2016 BRAND DRIVEN digital The Business Case for Social Media 
 & Why It’s Worth Your Time as a Marketer An Introduction to Social Media Marketing
  10. 10. Photo via Flickr user Garrett Heath #UIMKTG @NickWestergaard
  11. 11. Photo via thetravelbite.com The World Is Changing
  12. 12. Photo via Flickr user zeuxis.pixelsurgery
  13. 13. – neil degrasse tyson KNOWING WHERE YOU CAME FROM 
 is no less important than knowing where YOU ARE GOING.” “
  14. 14. A BRIEF HISTORY OF 
 MEDIA
  15. 15. The Dawn of Man
  16. 16. Medieval Times 1300
  17. 17. 14501400 1500
  18. 18. 16501550 1750
  19. 19. 18501800 1900 500 YEARS OF PRINT DOMINANCE {
  20. 20. 1922 1941
  21. 21. 19701950 1990 MASS MEDIA ALONG WITH DIRECT DOMINATE MOST OF THE 20th CENTURY
  22. 22. RISE of the INTERNET
  23. 23. Over the Last 20YEARS 2012 NATIVE ADS FACEBOOK MOBILE 2010 TWITTER MOBILE APPS 2008 IN-TEXT ADS LINKEDIN 2007 MOBILE WEBSITES FACEBOOK YOUTUBE 2003 BLOGS (ADSENSE) 2001 POP-UPS 2000 MOBILE SMS PPC 1994 BANNER ADS EMAIL
  24. 24. Today THERE ARE A BILLION PEOPLE ON FACEBOOK
  25. 25. EARLY ADOPTERS LAGGARDS INNOVATORS MAJORITY (early & late) The Innovation Adoption Curve
  26. 26. 2 A Closer Look 
 at Social Habits
  27. 27. Almost Everyone Has Heard of Social
  28. 28. Over 50% Have a Social Profile
  29. 29. Most Have a Facebook Profile
  30. 30. Biggest Growth Is 45+
  31. 31. Daily Use: 1/3 with “The Social Habit”
  32. 32. Socials Keep Their Phones Nearby
  33. 33. Over One-Third Follow Brands
  34. 34. Turning to Facebook First for Brand Info
  35. 35. Facebook Impacts Buying Decisions
  36. 36. 1/3 Have Purchased Based on Social
  37. 37. 1/3 Bought Directly via Social Link
  38. 38. 1/3 Purchased After Following
  39. 39. No Single Brand Dominates
  40. 40. BRAND EQUALIZER
  41. 41. 3 What Does This Mean?
  42. 42. Photo via Flickr user .reid End of an Era
  43. 43. Photo via Flickr user Pank Seelen No More
  44. 44. Photo via Flickr user rox sm Listening vs. Talking
  45. 45. Photo via Flickr user Mitchy P Long Tail
  46. 46. Photo via Flickr user grace2design Social Proof
  47. 47. Social Proof
  48. 48. Social Proof
  49. 49. Not Just ...
  50. 50. Core Marketing Principles Apply ‣ Strategy ‣ Execution ‣ Analysis
  51. 51. “ – lee clow, chairman and global director, tbwaworldwide The Reality of the New Media World 
 is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.”
  52. 52. Photo via Flickr user Wayne Large Everyone’s a Marketer
  53. 53. Everyone Is Now a ... ‣ Brand Builder ‣ Customer Service Specialist ‣ Sales Person ‣ Content Creator ‣ Light Tech Specialist
  54. 54. “ – gary vaynerchuk, vaynermedia, author of jab-jab-jab right hook If you’re not using Twitter because you’re in the camp that think it’s stupid YOU’RE GOING 
 TO LOSE.”
  55. 55. 4 How to Unpack Social
  56. 56. 5 Uses of Social Media ‣ Branding ‣ Sales ‣ Market Research ‣ Customer Service ‣ Lead Generation
  57. 57. “– rudyard “why am i in a marketing talk?” kipling I keep six honest serving men – (They taught me all I knew); 
 Their names are 
 WHAT and WHY and WHEN and HOW and WHERE and WHO.” Photo source: Wikimedia Commons
  58. 58. The Low-Hanging Fruit
  59. 59. Facebook, Twitter Lead in Awareness
  60. 60. Instagram Tied for Second in Usage
  61. 61. Facebook Leads In Brand Following
  62. 62. 5 Structure of the Course
  63. 63. Topics ‣ Why Social? Aligning with Business Goals ‣ What Is Social? Content & Conversations ‣ Who, Where, & When: Social in Action ‣ Monitoring & Measurement ‣ Social Media #Fails ‣ Social Media at Work: HR, Legal, Policies
  64. 64. Topics (cont’d) ‣ Putting It All Together: Building the Plan ‣ Impact on Related Industries ‣ Mobile + Social ‣ Social Media Integration
  65. 65. Channel Spotlights ‣ Facebook ‣ Twitter ‣ Google+ ‣ LinkedIn ‣ YouTube ‣ Instagram
  66. 66. ‣ Pinterest ‣ Vine ‣ SlideShare ‣ Snapchat ‣ Blogging platforms Channel Spotlights (cont’d)
  67. 67. nick westergaard | branddrivendigital.com | 2016 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard

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