Todd's 3040 Spring 2013 Slide Deck
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
416
On Slideshare
415
From Embeds
1
Number of Embeds
1

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 1

https://twitter.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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