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Facebook for Fun and Profit: the Sequel
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Facebook for Fun and Profit: the Sequel

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This is a talk I gave in March to some marketing students at the University of Montana. The topic was an overview of internet marketing/social media marketing.

This is a talk I gave in March to some marketing students at the University of Montana. The topic was an overview of internet marketing/social media marketing.

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Transcript

  • 1. Facebook for Fun and Profit:
    The Sequel
    Or
    Scott Gray’s various assorted ways to help the business you are currently working for or may in the future work for, increase their profits by making use of Twitter, Facebook, Linkedin, Flickr, Youtube, Deviantart, Yammer, Yelp, Foursquare, and YOUR BRAIN!
  • 2. Who am i?
    Scott Gray
    Born in New Orleans, LA
    Grew up in the South
    Attended High School in Geneva, Switzerland
    BA in CompSci from St. Mary’s College of Maryland in 04
    MBA from the U of Montana in 09
    Director of SEO Operations for Website Clarity
    Founder of AlteredGames Workshop
    Various Consulting gigs
  • 3. What are we gonna talk about?
    Introduction
    Technology/Terminology Overview
    Things to Think About
    Scenarios
    Tips/Tricks & Resources
    Future
    Questions
  • 4. What is this Whole Thing?
    Web 2.0
    Internet Marketing
    New Media
    Social Media
  • 5. Introductionor Why do Companies care about Social and New Media?
    Years to Reach 50 millions Users: 
    Radio:
    38 Years
    TV:
    13 Years
    Internet:
    4 Years
    Facebook added 100 million users in less than 9 months
  • 6. More Facts
    25% of search results for the World’s Top 20 largest brands are links to user-generated content
    34% of bloggers post opinions about products & brands
    78% of consumers trust peer recommendations
    Only 14% trust advertisements
    Social Media has overtaken porn as the #1 activity on the Web
    And it’s all mostly free!
  • 7. What Technologies?
    Social Networks
    Blog
    Micro-blogs
    Social Bookmarking
    Social Media
    Social Review
  • 8. Social Networks
    What is a Social Network?
    Dictionary.com: “a website where one connects with those sharing personal or professional interests, place of origin, education at a particular school, etc.”
    Some Examples:
    Facebook
    Linkedin
    Myspace
    Realtown
    Academia
  • 9. Blogging
    What is Blogging?
    Another from Dictionary.com:
    “To write entries in, add material to, or maintain a weblog.”
    Examples:
    Blogger
    Tumblr
    Wordpress
    Typepad
    Blogsmith
  • 10. Micro-Blogging
    “A blog that allows up to 140 character long posts. Twitter is the most popular and allows text messaging for blog postings via cell phone.”
    Examples:
    Twitter
    Jaiku
  • 11. Social Bookmarking
    Let’s try wikipedia:
    “a method for Internet users to share, organize, search, and manage bookmarks of web resources”
    Which means?
    Examples:
    Stumbleupon
    Digg
    Slashdot
  • 12. Social Media Sharing
    Web 2.0 sites where shared media is the primary focus of the site
    What’s the difference?
    Examples:
    Youtube
    Flickr
    Vimeo
    Deviantart
    Slideshare
  • 13. Social Review
    a web 2.0 site on which reviews can be posted about people, businesses, products, or services
    So?
    Examples:
    Yelp
    Zagat
    foodbuzz
  • 14. Social Amalgams
    Web based Social Apps that borrow aspects/features from different social media platforms
    Examples:
    Foursquare
    Yammer
  • 15. Line Blurring
    Social Media Graph
    Very hard to draw firm lines
    Twitter feeds pulled into Facebook, Facebook pulls into Linkedin
    User Reviews on Amazon.com
    Youtube videos inserted into blogs
  • 16. Terminology
    Traffic
    Visitors
    Unique
    Content
    Quality
    Value Add
  • 17. What are some good Ground Rules?
    DON’T SPAM!
    Seriously. I mean it.
    Don’t Spam friend invites, retweet requests, blog comment requests, etc.
  • 18. Avoid Bandwagon-itis
    Think before you jump on any social network
    Myspace is great for music, not for accounting
    Find content specific social networks
    Acadamia.edu is specific to education
    Think about your company’s brand
  • 19. Separation
    Keep professional and personal separate
    What is appropriate?
    Think both Present and Future audience
    Authenticity
    • Don’t be Fake
    • 20. Don’t Lie
    • 21. Don’t pass off other people’s work
  • What are the Motivations?
    Public Relations
    Brand Development
    MKTG/Sales
  • 22. Questions to Ask?
    Know Your Audience
    What is Quality Content?
    What are appropriate social media platforms?
    What are your Goals?
  • 23. 3 Scenarios
    1. Mature restaurant in a city like Missoula, wants to increase brand recognition
    2. Drink company is bringing out a new energy drink and needs to increase marketing and sales
    3. A B2B technology security company that had some customer service problems and now is in need of severe public relations
  • 24. Social Networks
    Restaurant [Brand Devo]
    Facebook Group Page
    Ning Group
    Energy Drink [Mktg/Sales]
    Facebook Fan Page with videos
    Facebook App Game
    Tech Company [PR]
    Create Linkedin Group
  • 25. Blogging
    Restaurant [Brand Devo]
    Blog about recipes & cooking terms
    Energy Drink [Mktg/Sales]
    Shaun White posting blogs and picks of him doing cool stuff with energy drink
    Tech Company[PR]
    Blog about concise information on securing your data, set themselves up as a knowledge leader
  • 26. Micro-Blogging
    Restaurant [Brand Devo]
    Specials
    New Recipes
    Fresh Ingredients
    Energy Drink [Mktg/Sales]
    Run viral campaign of people posting twitpics of them with energy drink and ‘#’ tag
    Tech Company [PR]
    Target specific ‘experts’ and tweet with them
  • 27. Social Media Sharing
    Restaurant [Brand Devo]
    Pics of dishes, tie in with twitpic
    Pics of regular cliens – online “hall of fame”
    Energy Drink [Mktg/Sales]
    Put “BEST OF” submitted twitpics
    Shaun White, Tony Hawk, etc. drinking
    Design competition on Deviantart for new designs
    Tech Company [PR]
    White papers about technology
    Youtube video breaking down internet security
    Update various wikipedia sites
  • 28. Social Review
    Restaurant [Brand Devo]
    Encourage visitors to review on Yelp
    Energy Drink [Mktg/Sales]
    Give awards for most innovative review
    Tech Company [PR]
    Post articles on slashdot and place links on sites to drive up visits
  • 29. Social Amalgams
    Restaurant [Brand Devo]
    Give away prizes for Foursquare Mayor
    Energy Drink [Mktg/Sales]
    Create a scavenger hunt with a year’s supply of energy drink at the end
    Tech Company [PR]
    Create a Yammer site for security professionals to increase communications
  • 30. What about Tricks?
    Automated Content Distribution
    Onlywire
    Ping.fm
    Social Aggregators
    Hootsuite
    Tweetdeck
    Google Tools
    Google Alerts
    Google Live Search
    Google Keyword Tool
    Google Calendar
  • 31. A Few More Tricks
    Social Graph Map
  • 32. Future
    Apps
    Specialized targeting programs on your smartphone
    ARG [Alternate Reality Games]
    Interactive merger of online and offline marketing
    Video
    Augmented Reality
    Merges real world with online content
  • 33. What should You do as soon as You get home?
    Create a blog
    Tumblr
    Wordpress.com
    Create your own with Godaddy
    Buy a domain/url
    Create appropriate network profiles
    Join Groups
  • 34. Resources
    Sites:
    Scrappymarketing.com
    Rsgray.com
    Mashable.com
    Smcmissoula.com
    @rsgray
    @scrappyMarketing
    Books
    “Web 2.0: A Strategy Guide”
    “This is not a Game”
  • 35.
  • 36. Resou