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Todd's 3040 Spring 2013 Slide Deck

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  • 1. FRESH GROUND, INC. MGMT 3040 SOCIAL MEDIA TECHNIQUES FOR PR & MARKETING Todd Van Hoosear @vanhoosear APRIL 4, 2013 Todd Van Hoosear Chuck Tanowitz @vanhoosear @ctanowitz 1.617.326.3211 1.617.575.9643 vanhoosear@itsfreshground.com ctanowitz@itsfreshground.com Fresh Ground, Inc.MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l www.itsfreshground.com
  • 2. The Social Organization The Old ModelMegaphone The EarthFlickr image uploaded by thivierr Taken 7 December, 1972Shared under Creative Commons Apollo 17 missionAttribution-Share Alike 2.0 Generic Courtesy: NASALicense MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 3. The Social Organization The RealityMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 4. The Social Organization The RealityMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 5. The Social Organization The RealityMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 6. The Social Organization The RealityMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 7. The Social Organization The RealityMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 8. The Social Organization The RealityMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 9. The Social Organization The RealityMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 10. The Social Organization The RealityMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 11. The Social Organization The RealityMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 12. The Social Organization A New ModelIdeate Share Listen ChangeFlickr image uploaded by Caveman (Kickin 66 with Pete Zarria) Flickr image uploaded by Ed Yourdon Flickr image uploaded by andronicusmax Flickr image uploaded byadam*bShared under Creative Commons Shared under Creative Commons Shared under Creative Commons Shared under Creative CommonsAttribution-No Derivative Works 2.0 Generic Attribution-Share Alike 2.0 Generic Attribution 2.0 Generic Attribution 2.0 GenericLicense License License License MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l Fresh Ground, Inc.
  • 13. What is Social Media?  Social media is a set of channels, tools and philosophies for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”  Social media is not just a new way to communicate: it’s a new way to do business  Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 13
  • 14. “Ultimately social media is not about thetools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMontyMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l
  • 15. Social Media Practitioners Fall Victim to Three Key Ailments… SHINY OBJECT FISHBOWL SYNDROME SYNDROME TALKING HEAD SYNDROMEMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l
  • 16. More Than Marketing! How can I innovate my products faster? Product How can I stay abreast of market research for R&D? How can I streamline my product development process? How can I improve brand visibility? Marketing How can I drive enhanced demand generation? How can I increase website traffic & ad revenue? How can I develop long-term relationships with customers? Sales How can I reduce my sales cycle? How can I accelerate new client acquisition &upsell opportunities? How can I reduce support costs? Services & How can I reduce response times in addressing client issues? Support How can I improve customer satisfaction & loyalty?MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l
  • 17. How to get started  Determine a few initial goals (and start simple & small)  Rally a few champions to support your plan  Set your sights on a small segment of customers  Set some basic guidelines & communication plans  Focus on value, not volume of interaction  Make it easy to interact  Be responsive  Monitor and assess resultsMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 17
  • 18. The Four Ts Companies need to respect these four social media fundamentals:  Technology  Transparency  Time  TrustMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 18
  • 19. The Five Ls Recognize that social media is a process, and don’t get ahead of yourself: crawl before you walk!  Lurk  Listen  Leverage  Lead  LearnMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 19
  • 20. The Four Cs Ultimately, there are four basic functions of social media (though one can argue that only the last one counts):  Content  Community  Conversation  ConversionMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 20
  • 21. The Seven Ss Only once you have a goal in mind and a good understanding of your company and customers should you dive into the tools:  Social Content  Social Competition  Social Networking  Social Aggregators  Social Sharing  Social CRM & Measurement  Social CollaborationMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 21
  • 22. Just a Few ToolsMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 22
  • 23. The Four Rs Thinking about how to reach your community? There are four fundamental aspects to influence:  Reputation  Reach  Relevance  ReceptivityMZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l 23
  • 24. FRESH GROUND, INC. MGMT 3040 SOCIAL MEDIA TECHNIQUES FOR PR & MARKETING Todd Van Hoosear @vanhoosear Todd Van Hoosear Chuck Tanowitz @vanhoosear @ctanowitz 1.617.326.3211 1.617.575.9643 vanhoosear@itsfreshground.com ctanowitz@itsfreshground.com Fresh Ground, Inc.MZINGAl #1 ON-DEMAND SOCIAL SOFTWARE l www.itsfreshground.com

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