Breaking into social media marketing
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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.
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Breaking into social media marketing Presentation 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