Starting Clients with Digital and Social Media Marketing

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This presentation focuses on creating social media campaigns for businesses and starting new clients with using digital and social media. Social media is not a one size fits all for many organizations and this presentation focuses students on being able to introduce social media to best fit an organization by size, time and energy, budget, and industry.

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Starting Clients with Digital and Social Media Marketing

  1. 1. s Starting Clients with Digital & Social Media Marketing By Susan Fant / www.susanfant.com / www.castlesandsllc.com / www.fernweb.org These Slides are for Educational Purposes Only – The University of Alabama Marketing Department MKT597: Digital & Social Media Marketing Fall Semester 2013
  2. 2. The Social Organization Overall Thesis: Organizational success with social media is fundamentally a leadership and management challenge, not a technology implementation. Achieving that success creates mass collaboration that gives organizations unique capabilities to create value for customers, employees, and stakeholders. Source: The Social Organization, Harvard Business Press
  3. 3. Social Organizations • Social organization don’t just use social media technology well  social media transforms the organization and embeds a social culture into the organization. • It’s part of the way the organization does business and delivers value. Social media allows for mass collaboration. Source: The Social Organization, Harvard Business Press
  4. 4. Real & Common Misconceptions Clients May Have About Social Media Social media: – doesn’t deliver real business value & wastes time. – poses high risks to privacy, compliance, & service. – is just another marketing channel. – set up a platform and the work is done. – you can’t measure the benefits anyway so why pay? – I don’t understand social media because “I’m an adult” and you understand it because “You’re a kid!” Source: The Social Organization, Harvard Business Press
  5. 5. How Large Companies Utilize Digital & Social Media Marketing • Link product designers with customers for real time feedback & suggestions • Provide information via forums. • Engage people to better understand their future buying positions • Create a community for competitive differentiation Competitive Differentiation: What is your “ER?” What makes you smartER, bettER, & fastER? Source: The Social Organization, Harvard Business Press
  6. 6. Example: Ford & SYNC Technology
  7. 7. Example: Ford & SYNC Technology
  8. 8. Collaborative Community Life is about working in teams. Collaborative Community: a group of people engaged in mass collaboration Source: The Social Organization, Harvard Business Press
  9. 9. Components of Mass Collaboration • Social media is an online environment created for the purpose of mass collaboration. • Technology must have a purpose, or end use, to become social media. • Without a specific goal it is just technology. Source: The Social Organization, Harvard Business Press
  10. 10. Mass Collaboration Fundamental Principles Participation – Mobilize contributions: likes, discussions, user generated content Collective – People create or share with the WHOLE community Transparency – People can see, use, critique, validate on an equal playing field  communities self govern & evolve Independence – Anytime, anyplace, member collaboration (ex. Wikis) Persistence – Information held for a long time Emergence – Behaviors of the community emerge by example Source: The Social Organization, Harvard Business Press
  11. 11. Fundamental Cycle of Collaboration Source: The Social Organization, Harvard Business Press
  12. 12. How Do We Provide Influence and Followers for Businesses? • We look to create social media posts / outreach that is meaningful and inspires user generated content. • If CEO’s are blogging – what are they saying? Are they inspiring? (Ex. LinkedIn Influencers) • How do users respond? (Ex. Illumination Entertainment’s User Created Videos on You Tube) Source: BBC News, Should CEO’s Tweet
  13. 13. What are the Tools We Use to Do This? • Facebook for Business • Google Analytics • SEM / SEO • Wiki Development • LinkedIn Groups / Pages • LinkedIn Influencers • Twitter / Instagram • Company Forums • Blogging Communities • You Tube & Videos

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