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Breaking into social media marketing

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I spoke to an undergraduate marketing class at SDSU about social media marketing. I was asked to speak about my background, social media marketing, how to set up a social media strategy, some use …

I spoke to an undergraduate marketing class at SDSU about social media marketing. I was asked to speak about my background, social media marketing, how to set up a social media strategy, some use cases, and how to get a job in social media marketing.


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  • Use social media to listen to, engage, support, and market to their customers and potential customers since 2006.
  • Dedicated to helping small business owners succeed.
  • Transcript

    • 1. Social Media marketing
      Wednesday, April 20, 2011
    • 2.
      • My background
      • 3. What is social media?
      • 4. Why is social media marketing important?
      • 5. B2B versus B2C
      • 6. Building a social media strategy
      • 7. Case study: Whole Brain Catalog
      • 8. Case study: SmartDraw Software, LLC
      • 9. Other B2B case studies
      • 10. Now what?
    • My background
    • 11. Sarah Markels Maynard
      BACKGROUND
      Manager of Social Media Marketing at SmartDraw Software, LLC
      Market Research Analyst at SmartDraw Software, LLC
      Independent Social Media and Business Consultant
      Public Relations and Marketing at UCSD Neuroscience Laboratory
      Biomedical Ontology Research Associate at UCSD Neuroscience Laboratory
      SPECIALTIES
      Research
      Social Media Marketing
      Start-ups
      Business Branding
      Technical Communication and Web Publishing
    • 12. How did I get here?
      I read a lot
      I asked a lot of questions
      I wasn’t afraid of a challenge
      I made mistakes
    • 13. What is social media?
    • 14. Social media
      Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.
      - Wikipedia
    • 15. SOCIAL MEDIA IS THE MEDIA WE USE TO BE SOCIAL
    • 16. social media marketing
      Social media marketing is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks.
      - Wikipedia
    • 17. SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS
    • 18. SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS
    • 19. Why is social media marketing important?
    • 20. Interruption versus permission
      Outbound marketing
      Inbound marketing
    • 21. Interruption versus permission
      Outbound marketing
      Marketing strategies that focus on finding customers by building brand awareness through advertising and promotion
      Inbound marketing
    • 22. Interruption versus permission
      Outbound marketing
      Marketing strategies that focus on finding customers by building brand awareness through advertising and promotion
      Inbound marketing
      Marketing tactics that rely on earning people’s interest instead of buying it
    • 23. Interruption versus permission
      Outbound marketing
      Telemarketing
      Direct mail
      Email blasts
      Print ads
      Radio and TV ads
      Inbound marketing
      SEO and SEM
      Blogging
      Social media
      RSS
      Viral videos
      Free tools and trials
    • 24. Does the target market matter?
      b2c
      b2b
      Build relationship with consumers to sell product
      Build relationship with consumers to sell business product
    • 25. Before social media
    • 26. After social media
    • 27. CONVERSATIONS HAPPEN WITH OR WITHOUT YOU
    • 28. owned
      paid
      earned
      Brand and Product Websites
      Mobile Brand and Product Websites
      Customer Care
      Proprietary Blogs
      Internet Advertising
      PPC – Search Marketing
      Mobile Advertising
      Sponsorships
      Paid Applications
      Social Media (Pages and Feeds)
      Word of Mouth
      User Forums
      News, PR, Announcements
      Blogger Relationships
    • 29. Building a social media strategy
    • 30. 1. Establish clear goals
      Traffic?
      Leads?
      Reach?
      Buzz?
      Customer happiness?
    • 31. 1. Establish clear goals
      Traffic?
      Leads?
      Reach?
      Buzz?
      Customer happiness?
      Be specific!
    • 32. 2. listen
      Who is your audience?
      What is their personality like?
      How and where do they consume?
      How and where do they engage?
    • 33. 3. Set up your networks
      Home Base (corporate site, blog, Facebook page, …)
    • 34. 4. Engage
      Ask questions
      Participate in conversations
      Be timely and frequent
      Be transparent (we are all human!)
      Connect your audience with valuable content
      Be relevant to the conversation
    • 35. 5. Analyze and optimize
      Realize that the social media success equation isn’t big moves on the chess board, it’s little moves made everyday that eventually add up to a major shift.
      - @jaybaer, social media strategist
      Reach
      Frequency and Traffic
      Influence
      Conversations/transactions
      Sustainability
      Sentiment
    • 36. SOCIAL MEDIA IS VERY RARELY THE LAST MARKETING TOUCH POINT BEFORE A CONVERSION. THUS, IT CAN BE DIFFICULT TO ACCURATELY TRACK THE IMPACT OF YOUR SOCIAL MEDIA MARKETING CAMPAIGNS WITH TRADITIONAL WEB TOOLS.
    • 37. Use tools
      Measure
      update
      Listen/connect
      Google Analytics
      Social Mention
      Facebook Insights
      YouTube Insights
      TweetDeck
      HootSuite
      Co-Tweet
      URL shortners
      Blogs
      TweetGrid
      Sprout Social
      Social Mention
      Radian6
      Alterian SM2
    • 38. General social media tips
      Register your brand/name (www.knowem.com)
      Do your research (platforms, tools, trends, competition)
      Understand the culture and the etiquette
      Read and read (and read some more)
      Choose the tools you want to use, and stick with them
      Learn the vocabulary (then learn how to say it in human)
      Encourage broad usage
      Network
      Don’t lose hope!
    • 39. Case study: whole brain catalog
    • 40.
    • 41. Case study: smartdraw software, llc
    • 42.
    • 43. Other b2b case studies
    • 44. Microsoft advertising
      http://www.toprankblog.com/wp-content/uploads/2010/02/Social-Media-White-Paper-Microsoft-Advertising.pdf
    • 45. American express open
    • 46. Now what?
    • 47. How did I get here?
      I read a lot
      I asked a lot of questions
      I wasn’t afraid of a challenge
      I made mistakes
    • 48. Mashable.com
      ReadWriteWeb.com
      MarketingProfs.com
      HubSpot Webinars
      Radian6 Blog
      ChrisBrogan.com
      The Social Media Bible (Second edition)
      The Now Revolution (by Amber Naslund and Jay Baer)
      Perspectives on Social Media Marketing (by B. Bonin Bough)
      resources
    • 49. Preparing for a job in social media
      Use social media (don’t wait until you get the job to use it!)
      If you have a blog, make sure it is up to date
      Do not mention companies to which you are applying on public forums
      Create an optimized LinkedIn Profile
      Set up proper Facebook privacy settings
      Increase your breadth of knowledge (web publishing, statistics, writing)
    • 50. Getting your foot in the door
      Let people know you are looking
      Network (Meetup groups, Twitter, LinkedIn, San Diego Ad Club)
      Take initiative to help others with social media related activities
      Volunteer your services to non profits
      Start networking before you begin job hunting (Now!)
    • 51. interviewing
      Practice answering tough questions (use your network!)
      Understand the company intimately
      Ask questions about the company’s goals
      Come prepared with ideas and show your passion!
      Always follow up! (Important in social media AND job searches)
    • 52. Questions I would ask you
      Do you use social media?
      Important to live in social media in order to understand it! This is a hands-on sport.
      What is the biggest success and the biggest mistake you have seen a company make using social media?
      Test of knowledge and awareness of other activities
      What do you think we should do first?
      Shows commitment to job
      What math classes have you taken? What is your experience in data analysis?
      Remember when you thought you would never use math again? Not true!
      How will you measure your success?
      Trick question ;) (unless you have already done all the market research…)
    • 53. Thank you
      sarahmarkels@gmail.com
      @sarahmarkels

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