UW Entrepreneurial Marketing - Social Media Tactics

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101 on Social Media for College Students. Overview on what an entrepreneurial student should know to get a job in a social media related organization.

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UW Entrepreneurial Marketing - Social Media Tactics

  1. 1. Social Media MarketingAndy BoyerSocial3i Consulting | Relaborate.com Spring 2012 | Entre 528
  2. 2. • Intros • Social Media Success Stories • Social Media Strategic Frameworks • How to Get a Job in Social Media • Q+ASpring 2012 | Entre 528 2
  3. 3. 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
  4. 4. 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
  5. 5. What have you guys been up to? • Who has previous social media experience to share? Spring 2012 | Entre 528
  6. 6. • Intros • Social Media Success Stories • Social Media Strategic Frameworks • How to Get a Job in Social Media • Q+ASpring 2012 | Entre 528 6
  7. 7. • 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
  8. 8. Quiz Time: Basic Logos We Probably Know Facebook Twitter YouTube LinkedIn Wordpress Blogger Wikipedia Foursquare Tumblr Flickr Spring 2012 | Entre 528
  9. 9. social3i Proprietary and Confidential 9
  10. 10. Making sense of everything(The Brian Solis Flower) Spring 2012 | Entre 528
  11. 11. 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
  12. 12. The moment that defined Twitter for the mainstream Spring 2012 | Entre 528
  13. 13. 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
  14. 14. Facebook buys Instagram for $1 Billion Spring 2012 | Entre 528
  15. 15. We make superstars out of anyone Spring 2012 | Entre 528
  16. 16. Videos *can* go from social to mainstream Spring 2012 | Entre 528
  17. 17. Videos *can* go from social to mainstream Spring 2012 | Entre 528
  18. 18. Videos *can* go from social to mainstream Spring 2012 | Entre 528
  19. 19. Spring 2012 | Entre 528
  20. 20. • 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
  21. 21. Product Development: Dell Idea Storm Spring 2012 | Entre 528
  22. 22. Customer Service Spring 2012 | Entre 528
  23. 23. Community Involvement Spring 2012 | Entre 528
  24. 24. Generating Press Spring 2012 | Entre 528 Page 24
  25. 25. Awareness (Meme Jumping) Spring 2012 | Entre 528
  26. 26. Conversion Spring 2012 | Entre 528
  27. 27. Mining Social for Memes Spring 2012 | Entre 528
  28. 28. Mining Social for Memes Spring 2012 | Entre 528
  29. 29. Coordinated Offline / Social Campaign Spring 2012 | Entre 528
  30. 30. Thought Leadership Spring 2012 | Entre 528
  31. 31. Retention: Blog/Email Spring 2012 | Entre 528
  32. 32. No Social Plan = Disaster Waiting to Happen… Spring 2012 | Entre 528
  33. 33. • 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. How Social Helps Target Your Message Broad Brand Message Potential Customers Spring 2012 | Entre 528
  38. 38. How Social Helps Target Your Message Narrow, Brand Targeted Message Potential Customers Spring 2012 | Entre 528
  39. 39. Audience Identification Spring 2012 | Entre 528
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. • 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
  44. 44. Building a Campaign Step 1:Set up a dedicated email address Spring 2012 | Entre 528
  45. 45. Use Namechk to find a good handle Spring 2012 | Entre 528
  46. 46. Use DandyID to look for new channels Spring 2012 | Entre 528
  47. 47. Use Tools to Organize – such as Hootsuite Spring 2012 | Entre 528
  48. 48. Use Tools to Organize – such as Hootsuite Spring 2012 | Entre 528
  49. 49. Use Tools to Organize – such as TweetDeck Spring 2012 | Entre 528
  50. 50. Use Tools to Organize – such as CoTweet Spring 2012 | Entre 528
  51. 51. Monitor your accounts with things like www.twilert.com Spring 2012 | Entre 528
  52. 52. Embed content into your blog with Flickr Slideshows Spring 2012 | Entre 528
  53. 53. Use Google Hangouts to build webinars Spring 2012 | Entre 528
  54. 54. • 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
  55. 55. You Must Own Your Brand Spring 2012 | Entre 528
  56. 56. About.me Spring 2012 | Entre 528
  57. 57. Flavors.me Spring 2012 | Entre 528
  58. 58. A Chance Spring 2012 | Entre 528
  59. 59. 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
  60. 60. 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
  61. 61. • 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
  62. 62. HR is Looking for You Spring 2012 | Entre 528 http://www.slideshare.net/melissakmurray/q3-social-media-recruiting-update
  63. 63. Find the Hiring Manager Spring 2012 | Entre 528 http://www.slideshare.net/insideview/social-media-in-b2b-sales-smplus
  64. 64. 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
  65. 65. • 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
  66. 66. 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
  67. 67. Jobs in a Social Media Agency • Principal / Strategist • Analyst • Account Manager • Community Manager • Creative Team Spring 2012 | Entre 528
  68. 68. Thanks. • Google / Bing Andy Boyer • linkedin.com/in/aboyer • Facebook.com/andyboyer • Twitter.com/aboyer • Gplus.to/andyboyer Spring 2012 | Entre 528

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