Pages and profiles facebook and pinterest

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Updated for 2014

Updated for 2014

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  • http://www.mckinsey.com/insights/marketing_sales/demystifying_social_media
  • http://www.youtube.com/watch?v=eYthI8sVTME
  • http://youtu.be/InrOvEE2v38
  • http://www.youtube.com/watch?v=owGykVbfgUE
    http://www.youtube.com/watch?v=uLTIowBF0kE

Transcript

  • 1. Lecture: Profiles and Pages - Facebook, Pinterest, LinkedIn, Twitter By: Susan Fant www.susanfant.com / www.castlesandsllc.com These Slides are for Educational Purposes Only The University of Alabama Marketing Department MKT597: Digital & Social Media Marketing Fall Semester 2014
  • 2. Let’s Review: Remember: Susan says social media is all about responding with proactivity and foreseeing potential customer behavior and decision making patterns (consumer behavior = purchasing decisions).
  • 3. Why Social Media Strategy Matters • When not paying attention, companies run the risk of the following: – Aiming at the wrong targets – Wasting time & money – Failing to harness potential power – (Alienating potential & current customers) • Social Media’s Core Functions – Monitor -- Respond – Amplify -- Lead
  • 4. Example: Human Bungee Slingshot (yes, that’s right, human. bungee. slingshot.) http://www.youtube.com/watch?v=eYthI8sVTME
  • 5. Social Media is Confusing • “Nebulous” nature • ROI Measurement • Online 24/7 (weekends do count now) Big Questions: – Where and how do companies influence conversations? – What are “real” reviews, “paid” reviews, & “fake” reviews?
  • 6. Gatorade Mission Control @ Pepsi Co. Photo: Fast Company Monitors include visualization of tweets that are relevant to Gatorade: brand, competitors, athletes, sports nutrition and sentiment analysis of blogs. Reported an increased engagement by 250% and reduced exit rate from 25% to 9%. Uses Facebook to engage customers and answer questions. Creates cover photos for fans’ profiles. Other social media command centers: Cisco, National Australia Bank, Clemson University, Dell Computers, American Red Cross. The Pioneer of Social Command Centers
  • 7. Source: McKinsey Quarterly
  • 8. Brand Positioning • Interactions with customers directly changes brand positioning • Example: Ford Escape & New Girl - “Winston’s new car is a Ford Escape he has nicknamed the “Foscapé” - “Escape My Life” video campaign
  • 9. Testing a Campaign • Creating hypotheses & benchmarks makes social media analysis more tangible to stakeholders. • Testing campaigns with a variable factor (in the McKinsey example, different levels of funding money) can help prove the worth of a campaign. • Finding the key metric you want to increase, ex. creating “buzz”, increase search traffic, or negating negative word of mouth defines an actionable and measurable goal.
  • 10. Example: Old Spice Guy (2010 Emmy Winner + Super Bowl) Firm: Wieden + Kennedy Goal: boost brand awareness by driving Web traffic to content about existing products and services Result: millions of hits across all platforms (now 46 million just on this video), and year-on-year sales for the company’s products jumped by 27 percent within six months
  • 11. McKinsey Conclusion • Creating a bond between the company and the consumer is the endgame. • Social media is a mega phone and can amplify every message sent out on a global scale. • Participation is key to a two-way relationship. • Social Media can touch consumers at every stage and be a part of everyday life, or not.
  • 12. Facebook Profiles & Pages Class goal = To take you from personal social media use to professional social media use. This means: Yes, you can still have a personal Facebook page, it doesn’t have to be a resume, it can still be your space. Just lock it down. We’ll be managing a class page, and effectively creating buzz about ourselves. Soon, you’ll be managing pages for companies – your own company, someone else’s company or organization.
  • 13. Social Networks = Social Places • Our perception of the Web is spatial: – “cyberspace”, Web “sites”, “home” page • Your connections are your social network, the sites are not your social network. • People prefer to keep their networks separate. There is a difference in the spaces and who is there, why they are interacting, and how they interact with you. Source: Panayotis Vryonis http://medium.com/how-to-use-the-internet/e74ca8d8c3cb
  • 14. Facebook v. LinkedIn
  • 15. Not Just LinkedIn Anymore…
  • 16. Facebook • Launched Feb. 2004 • Founded by Mark Zuckerberg with his college roommates • 1.06 billion monthly active users (MAU) as of December 31, 2012 Source: CNet News
  • 17. Facebook Pages I Like Right Now
  • 18. 20 Best Company Facebook Pages Inc. Magazine The Top Facebook Pages: • Steve Spangler Science • Bare Essentials • Bonobos • Brendan's Irish Pub • Burt's Bees • Candles Off Main • Clarisonic • Community Coffee • eCycler • Fresh Brothers • Johnny Cupcakes • Mabel’s Labels • Old Spice • Red Mango • Skullcandy • SmartPak • Stella & Dot • Threadless • Tiny Prints • Zappos Source: Inc. Magazine
  • 19. What’s the Point? • Who is the target audience? • What are these pages trying to accomplish? • When is content being posted? • Where are they posting it (newsfeed, about, timeline, apps in Facebook)? • Why are they posting this type of content? • How are they interacting with consumers?
  • 20. Pinterest “[Pinterest is] Some buzzy new social media site that I keep hearing about but don’t have time to figure out.” Source: Forbes Magazine, TechCrunch, Hitwise Data Image: InkHouse Social image bookmarking system Founded by Ben Silbermann, Paul Sciarra, & Evan Sharp December 2011: Pinterest becomes 1 of the top 10 largest social networking services, 11 million total visits per week. Drove more referral traffic to retailers than LinkedIn, YouTube, and Google+ Businesses can have a “virtual storefront” page
  • 21. Personal Pinterest Homepages
  • 22. How I Use Pinterest Right now, through Castle Sands, I create boards to share with other Pinterest users. - Gains new interest and leads for my clients. - If someone repins or likes an image, I know it is a favorable image that I will use with other media.
  • 23. Pinterest for Business Nordstrom’s Pinterest Page 4.5 Million followers as of 8/26/13 “Shoe Lust” 332 pins (8/26/13) of shoes that can be bought on the website, images from blogging community, and quotes about shoes that get re-pinned and linked back to Nordstrom by followers.
  • 24. Our Pinterest Page My Prediction: Pinterest to gather info for university classes will be on the rise, very soon. Our goal: Add all the students to the Pinterest page to get you actively pinning to the board to use as a resource now and when the class is over. Connect others on the social web to our class and to our interests.
  • 25. Twitter
  • 26. Twitter for Companies
  • 27. Questions?