UW Entrepreneurial Marketing - Social Media Tactics

Social Media MarketingAndy BoyerSocial3i Consulting | Relaborate.com Spring 2012 | Entre 528

• Intros • Social Media Success Stories • Social Media Strategic Frameworks • How to Get a Job in Social Media • Q+ASpring 2012 | Entre 528 2

My Bio: Why I’m here • Currently: Principal @Social3i Consulting – www.social3i.com • Also: Co-Founder of Relaborate – www.relaborate.com • Past: Principal at Spring Creek Group (Bought by Interpublic Group (IPG) Mediabrands) • Before that: UW MBA 2004-2006 • Before that: RealNetworks 1996-2002 • Before that: Mktg/PR in Minor League Baseball and Ski Industry Spring 2012 | Entre 528

My Bio: How to Find Me • Google / Bing Andy Boyer • linkedin.com/in/aboyer • Facebook.com/andyboyer • Twitter.com/aboyer • Gplus.to/andyboyer • Email: – aboyer@gmail.com – andy@social3i.com – andy@relaborate.com – arboyer@uw.edu Spring 2012 | Entre 528

What have you guys been up to? • Who has previous social media experience to share? Spring 2012 | Entre 528

• Intros • Social Media Success Stories • Social Media Strategic Frameworks • How to Get a Job in Social Media • Q+ASpring 2012 | Entre 528 6

• Intros • Social Media Success Stories • Social Media Landscape • Social Media Strategic Frameworks • How to Get a Job in Social Media • Q+ASpring 2012 | Entre 528 7

Quiz Time: Basic Logos We Probably Know Facebook Twitter YouTube LinkedIn Wordpress Blogger Wikipedia Foursquare Tumblr Flickr Spring 2012 | Entre 528

social3i Proprietary and Confidential 9

Making sense of everything(The Brian Solis Flower) Spring 2012 | Entre 528

Thanks to Twitter, News Now Travelsat the Speed of Social Media • 3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile • New York Times broke the news at 3:48 pm and didn’t post to the front page until 4:00 pm Spring 2012 | Entre 528 Page 11

The moment that defined Twitter for the mainstream Spring 2012 | Entre 528

Facebook Photo-Mania In 2011, Facebook Users: • Uploaded 4,300 Photos Every Second Over New Years Weekend • 750 million photos total for the NYE weekend. Spring 2012 | Entre 528

Facebook buys Instagram for $1 Billion Spring 2012 | Entre 528

We make superstars out of anyone Spring 2012 | Entre 528

Videos *can* go from social to mainstream Spring 2012 | Entre 528

Spring 2012 | Entre 528

• Intros • Social Media Success Stories • Individual Campaigns • Social Media Strategic Frameworks • How to Get a Job in Social Media • Q+ASpring 2012 | Entre 528 20

Product Development: Dell Idea Storm Spring 2012 | Entre 528

Customer Service Spring 2012 | Entre 528

Community Involvement Spring 2012 | Entre 528

Generating Press Spring 2012 | Entre 528 Page 24

Awareness (Meme Jumping) Spring 2012 | Entre 528

Conversion Spring 2012 | Entre 528

Mining Social for Memes Spring 2012 | Entre 528

Coordinated Offline / Social Campaign Spring 2012 | Entre 528

Thought Leadership Spring 2012 | Entre 528

Retention: Blog/Email Spring 2012 | Entre 528

No Social Plan = Disaster Waiting to Happen… Spring 2012 | Entre 528

• Intros • Social Media Success Stories • Social Media Strategic Frameworks • Starting Your Campaign • How to Get a Job in Social Media • Q+A10:15 Spring 2012 | Entre 528 33

Before You Get Started –Know WOMMA’s Rules • www.womma.org • It’s all about the Honesty ROI. Ethical word of mouth marketers always strive for transparency and honesty in all communications with consumers, with advocates, and with those people who advocates speak to on behalf of a product. * Honesty of Relationship – you say who you’re speaking for * Honesty of Opinion – you say what you truly believe; you never shill * Honesty of Identity – you say who you are; you never falsify your identity Spring 2012 | Entre 528

What We’re Going to Consider Before BuildingAny Channels • Who are we reaching? • What do we want them to do? • Which parts of the company can we involve? • How much trust have we earned so far? • What do these people like to do? • What tools do we have at our disposal? • How much time do we have to dedicate to this effort? • What kind of budget do we have to work with? • What does our existing marketing calendar look like? • Then…… A Social media Calendar Develops almost naturally Spring 2012 | Entre 528

Audience Identification:Where are you, and where can you hope to get? Influence Melding social into your overall marketing program Integrate Enagaging with fans, followers, press, analysts and critics Interact Basic benchmarking, auditing and listening to conversation about your brand, customers & products Interest Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors Ignore Spring 2012 | Entre 528

How Social Helps Target Your Message Broad Brand Message Potential Customers Spring 2012 | Entre 528

How Social Helps Target Your Message Narrow, Brand Targeted Message Potential Customers Spring 2012 | Entre 528

Audience Identification Spring 2012 | Entre 528

Audience Identification: Sample Persona • Jenny • Age: 13-18 • Hobbies: Music, Hanging out with friends • Where she gets Info: Facebook • Jenny lives on Facebook, and on music sites like Pandora, Grooveshark, Mog and Spotify • She wants to be the first of her friends to share new music and concert information. • She is influenced by other trend setters, and followed by many people who look to her for pop culture stories. Spring 2012 | Entre 528

Audience Identification: Sample Persona • Steve • Age: 25-34 • Hobbies: Technology, Workaholic • Where he gets Info: Smartphone Apps, Mobile Web • Steve is on the go. You can update your website all you want, but he’ll never see it unless someone sends it ot him via Twitter. • Steve can’t be reached via radio, print or direct mail. He listens to XM when his iPod isn’t plugged into his car stereo playing podcasts he downloaded. • When Steve isn’t working, he is working out and exercising, buying healthy foods, and attending networking events. Spring 2012 | Entre 528

Sample Editorial CalendarEditorial Calendar Date Offline Sales Calls Aggregated Blog Facebook (In Twitter (In YouTube Foursquare Event Content on addition to addition to Web Site general replies and discussion) discussion)Sun 7/10Mon 7/11Tues 7/12Wed 7/13Thurs 7/14Fri 7/15Sat 7/16Sun 7/17Mon 7/18Tues 7/19Wed 7/20Thurs 7/21Fri 7/22Sat 7/23Sun 7/24Mon 7/25Tues 7/26Wed 7/27Thurs 7/28 Spring 2012 | Entre 528

• Intros • Social Media Success Stories • Social Media Strategic Frameworks • Tools and Resources • How to Get a Job in Social Media • Q+A10:15 Spring 2012 | Entre 528 43

Building a Campaign Step 1:Set up a dedicated email address Spring 2012 | Entre 528

Use Namechk to find a good handle Spring 2012 | Entre 528

Use DandyID to look for new channels Spring 2012 | Entre 528

Use Tools to Organize – such as Hootsuite Spring 2012 | Entre 528

Use Tools to Organize – such as TweetDeck Spring 2012 | Entre 528

Use Tools to Organize – such as CoTweet Spring 2012 | Entre 528

Monitor your accounts with things like www.twilert.com Spring 2012 | Entre 528

Embed content into your blog with Flickr Slideshows Spring 2012 | Entre 528

Use Google Hangouts to build webinars Spring 2012 | Entre 528

• Intros • Social Media Success Stories • Social Media Strategic Frameworks • How to Get a Job in Social Media • Building your own brand and skills • Q+ASpring 2012 | Entre 528 54

You Must Own Your Brand Spring 2012 | Entre 528

About.me Spring 2012 | Entre 528

Flavors.me Spring 2012 | Entre 528

A Chance Spring 2012 | Entre 528

Questions to Have Answers For • What are some social media case studies that I haven’t heard about? • How do you measure social media effectiveness? • How would you launch a social campaign from scratch? • How would you integrate social media across the company? • Who do you read or follow to stay up to date on new advancements? • What is your customer’s usual engagement with social media? • What are our competitors doing well or where can we win? • How do you use your mobile device? • If you were starting a campaign from scratch, whats the first thing you would do? • What you don’t need: “Marketers” who don’t engage in social channels themselves Spring 2012 | Entre 528

If you really want a social media job you… • Blog • Have random Facebook pages that you test • Read articles from Mashable, ReadWriteWeb, Social Media Examiner, Hubspot, etc… • Live, eat, breathe social media Spring 2012 | Entre 528

• Intros • Social Media Success Stories • Social Media Strategic Frameworks • How to Get a Job in Social Media • Understand the Org • Q+ASpring 2012 | Entre 528 61

HR is Looking for You Spring 2012 | Entre 528 http://www.slideshare.net/melissakmurray/q3-social-media-recruiting-update

Find the Hiring Manager Spring 2012 | Entre 528 http://www.slideshare.net/insideview/social-media-in-b2b-sales-smplus

Understand how much of the budget is being allocated Spring 2012 | Entre 528 http://www.marketingprofs.com/charts/2011/5990/cmos-budgets-hiring-up-optimism-down

• Intros • Social Media Success Stories • Social Media Strategic Frameworks • How to Get a Job in Social Media • Know what you are applying for • Q+ASpring 2012 | Entre 528 65

What skills are needed in a Community Manager • Social Media Enthusiasts – Bloggers – Experimenters – Who are they connected to • Writing • Customer Centric • Video / Photo Editors • Big Picture Thinkers Spring 2012 | Entre 528

Jobs in a Social Media Agency • Principal / Strategist • Analyst • Account Manager • Community Manager • Creative Team Spring 2012 | Entre 528

Thanks. • Google / Bing Andy Boyer • linkedin.com/in/aboyer • Facebook.com/andyboyer • Twitter.com/aboyer • Gplus.to/andyboyer Spring 2012 | Entre 528

UW Entrepreneurial Marketing - Social Media Tactics

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