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Who walks                                          the Dog       Intro Marketing Management          Social Media Marketin...
Who walksAn Exploration of Social Media                                                                      the Dog      ...
Who walks                       http://whowalksthedog.com      the Dog                Social Media?                   What...
Who walksTechnology and Social Interaction                                                                                ...
Who walks                http://whowalksthedog.com      the Dog    The Web Trends Map
Who walks                    http://whowalksthedog.com      the Dog    The Conversation Prism
Who walksThere Are Always Current Winners                                                                 the DogMicro blo...
Who walks                                         the Dog         Social Mediaform a constantly changing landscape of plac...
Who walks                             http://whowalksthedog.com      the Dog    New Facilities To Do Old Things
Who walks                      http://whowalksthedog.com      the Dog                Social Media                A Discove...
Who walks       http://whowalksthedog.com      the Dog
Who walks  140 Character Information Network                                                                              ...
Who walks                                            the Dog A text-based   Social Networkfor sharing (thoughts, ideas, ne...
Who walks                    http://whowalksthedog.com      the Dog    Welcome to Twitter.com
Who walks    Twanatomy (Anatomy of a Tweet)                                                             the DogRetweet - a...
Who walks                         http://whowalksthedog.com      the Dog    http://twitter.com/sse_riga
Who walks             To Follow Or Not To Follow                                                                          ...
Who walks                          http://whowalksthedog.com      the Dog    Searching Twitter To Monitor
Who walks                      Twettiquette                                                                               ...
Who walks       http://whowalksthedog.com      the Dog
Who walks     The Social Networking Service                                                                          the D...
Who walks                                      the Dog         Social NetworkingThe biggest   Service in the world, for  s...
Extended ProfilesInteresting: it says where I studied...
Who walks       http://whowalksthedog.com      the Dog
Who walks                                            the Dog The  first thing visitors see, thewall should be representati...
Who walks                                          the Dog   Facebook offers tabs that   enhance the page visitor experien...
Who walks                         http://whowalksthedog.com      the Dog    An Example: YouTube Channel
Who walks       http://whowalksthedog.com      the Dog
Who walks     Professional Social Networking                                                                        the Do...
Who walks                                            the DogA social network that allows you tokeep your cv up-to-date, st...
Who walks                                  http://whowalksthedog.com      the Dog    The Profile Is The Heart of LinkedIn
Who walks                             http://whowalksthedog.com      the Dog    Connections Make The Heart Beat
Who walks                                            the DogEducation is an   important part of  the  profile, especially ...
Who walks                              http://whowalksthedog.com      the Dog    Relatively New: Company Profiles
Who walks                        http://whowalksthedog.com      the Dog    Groups: A Powerful Feature
Who walks                               http://whowalksthedog.com      the Dog    Five Groups Connected To SSE Riga
Who walks                                          the Dog    Active groups with largememberships are places where youraud...
Who walks                                        the Dog     administrators are Groupambassadors for your brand. These are...
Who walks       http://whowalksthedog.com      the Dog
Who walks                               http://whowalksthedog.com      the Dog    Managing Social Media - Tweetdeck
Who walks                               http://whowalksthedog.com      the Dog    Managing Social Media - Hootsuite
Who walks                            http://whowalksthedog.com      the Dog    Feeding Social Media - dlvr.it
Who walksSocial Media Management Tools...                                         the Dog ...allow you to manage your    s...
Who walks       http://whowalksthedog.com      the Dog
Who walks                     http://whowalksthedog.com      the Dog    Sharing Video - YouTube
Who walks                   http://whowalksthedog.com      the Dog    Sharing Video - Vimeo
Who walks                     http://whowalksthedog.com      the Dog    Sharing Photos - Flickr
Who walks                                http://whowalksthedog.com      the Dog    Sharing Presentations - Slideshare
Who walks                           http://whowalksthedog.com      the Dog    Sharing Bookmarks - Delicious
Who walks                              http://whowalksthedog.com      the Dog    Sharing Collections - Keepstream
Who walks       http://whowalksthedog.com      the Dog
Who walks                         http://whowalksthedog.com      the Dog    Can you tell me ... - Quora
Who walks                     http://whowalksthedog.com      the Dog    I Was Here - Foursquare
Who walks                              http://whowalksthedog.com      the Dog    Internal Social Network - Yammer
Who walks                                   http://whowalksthedog.com      the Dog    Who walks the Dog Landscape         ...
Who walks              http://whowalksthedog.com      the Dog        How has this         Marketing         (and PR)      ...
Who walks                           http://whowalksthedog.com      the Dog    Not Only Broadcasting Anymore
Who walksNot Only Broadcasting Anymore                                      the Dog     You are not only  broadcasting any...
Who walks          Location                                      the Dog People expect to communicatewhere they are. They ...
Who walks       http://whowalksthedog.com      the Dog    Refresh
Who walks           Refresh                                       the DogPeople expect to seetoday’s news, presented on th...
Who walks                http://whowalksthedog.com      the Dog    Engage In The Open
Who walks      Engage In The Open                                            the Dog     Transparency and    responsivenes...
Who walks              http://whowalksthedog.com      the Dog    Friends & Brands
Who walks      Friends & Brands                                         the Dog  People trust their friends more than bran...
Who walks         http://whowalksthedog.com      the Dog    Co-Creation
Who walks         Co-Creation                                       the DogPeople like  influence. Brands    that allow cu...
Who walks                           http://whowalksthedog.com      the Dog    And... Fix Your Product First
Who walks                           http://whowalksthedog.com      the Dog    And... Fix Your Product First
Who walks And... Fix Your Product First                                       the Dog   Google became theleading search en...
Who walksSources and other interesting links                                                              the Dog  http://...
Who walksA Who walks the Dog Knowledge Share                                                                              ...
Social Media for Marketing Management
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Social Media for Marketing Management

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Presentation used for guest lecture at SSE Riga in the Introduction to Marketing Management Course.

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Transcript of "Social Media for Marketing Management"

  1. 1. Who walks the Dog Intro Marketing Management Social Media Marketing http://whowalksthedog.com#SSEmktintro
  2. 2. Who walksAn Exploration of Social Media the Dog What is Social Media? Discovery tour First stop: Twitter, Facebook and LinkedIn in detail Next station: Some technologies that can make life easier Also calling on: YouTube, Vimeo, Flickr, Slideshare etceteraHow has social media changed marketing? http://whowalksthedog.com
  3. 3. Who walks http://whowalksthedog.com the Dog Social Media? What is
  4. 4. Who walksTechnology and Social Interaction the DogSocial media are media for social interaction, using highly accessibleand scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactivedialogue. Andreas Kaplan and Michael Haenlein also define social mediaas "a group of Internet-based applications that build on the ideologicaland technological foundations of Web 2.0, which allows the creation andexchange of user-generated content." Businesses also refer to socialmedia as consumer-generated media (CGM). A common thread runningthrough all definitions of social media is a blending of technology andsocial interaction for the co-creation of value. http://whowalksthedog.com
  5. 5. Who walks http://whowalksthedog.com the Dog The Web Trends Map
  6. 6. Who walks http://whowalksthedog.com the Dog The Conversation Prism
  7. 7. Who walksThere Are Always Current Winners the DogMicro blogging Social Networking Business Networking http://whowalksthedog.com Sharing
  8. 8. Who walks the Dog Social Mediaform a constantly changing landscape of places, enabled by technology, where people meet, talk and share http://whowalksthedog.com
  9. 9. Who walks http://whowalksthedog.com the Dog New Facilities To Do Old Things
  10. 10. Who walks http://whowalksthedog.com the Dog Social Media A Discovery Tour of
  11. 11. Who walks http://whowalksthedog.com the Dog
  12. 12. Who walks 140 Character Information Network the DogAn information networkTwitter is a real-time information networkthat connects you to the latest informationabout what you find interesting.At the heart of Twitter are small bursts ofinformation called Tweets. Each Tweet is140 characters in length. Twitter is a website, owned and operated by Twitter Inc., which offers a social networking and microblogging service, enabling its users to send and read messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the users profile page. http://whowalksthedog.com
  13. 13. Who walks the Dog A text-based Social Networkfor sharing (thoughts, ideas, news,links,...) and conversation within a 140 character limit http://whowalksthedog.com
  14. 14. Who walks http://whowalksthedog.com the Dog Welcome to Twitter.com
  15. 15. Who walks Twanatomy (Anatomy of a Tweet) the DogRetweet - acknowledge Mention - address http://whowalksthedog.com Shortened link - save chars hashtag - organize
  16. 16. Who walks http://whowalksthedog.com the Dog http://twitter.com/sse_riga
  17. 17. Who walks To Follow Or Not To Follow the Dog Follow Decision Tree Not follow checklist Not following if: - only self-promoting tweets - one of the following terms in bio: > social media expert > SEO > I follow back > thrifty > get 1000 followers easy > make money from home > mom-blogger - name sounds too shady - only tweeting quotes - profile picture too provocative http://whowalksthedog.comBy Martijn Linssen, http://www.martijnlinssen.com
  18. 18. Who walks http://whowalksthedog.com the Dog Searching Twitter To Monitor
  19. 19. Who walks Twettiquette the Dog What How WhyAcknowledge RT’, ‘via’, mention Give credit to your sources Transparency pays off Builds credibilityReciprocate follow back, retweet Builds credibility Not always necessary (in case of following) But: have a decent following/followers ratioDon’t spam Only link to your products, Boring - people will unfollow repeat yourself Waste of time - no one will clickBe transparent Answer questions in public, People see you answer questions provide full bio information Transparency builds credibilityBe responsive Reply to questions, requests, You are engaging in a conversation with nice comments (potential) clients/student etcetera. On Give thanks for RT’s top, being responsive builds credibility.Be careful Use humor, satire, In a limited text of 140 characters it is understatement and other very hard to convey signs to clarify style elements carefully context. You can be easily misunderstoodDon’t shout DO NOT USE CAPS LOCK Messages in all capitals are considered unnecessary shouting. One of the http://whowalksthedog.com reasons many people on Twitter did not like Oprah’s first tweet.
  20. 20. Who walks http://whowalksthedog.com the Dog
  21. 21. Who walks The Social Networking Service the DogGiving people the power to share and makethe world more open and connected. Facebook is a social network service and website launched in February 2004 that is operated and privately owned by Facebook, Inc. As of January 2011, Facebook has more than 600 million active users. http://whowalksthedog.com
  22. 22. Who walks the Dog Social NetworkingThe biggest Service in the world, for sharing , connecting and conversation with a rapidly growing population in Latvia http://whowalksthedog.com
  23. 23. Extended ProfilesInteresting: it says where I studied...
  24. 24. Who walks http://whowalksthedog.com the Dog
  25. 25. Who walks the Dog The first thing visitors see, thewall should be representative of what they can expect. Be surethat is stays that way, by posting regularly and keeping it clean. Or, find an alternative. http://whowalksthedog.com
  26. 26. Who walks the Dog Facebook offers tabs that enhance the page visitor experience. The basic tabssufficient, but integrating otherchannels make the page even more interesting. http://whowalksthedog.com
  27. 27. Who walks http://whowalksthedog.com the Dog An Example: YouTube Channel
  28. 28. Who walks http://whowalksthedog.com the Dog
  29. 29. Who walks Professional Social Networking the DogLinkedIn takes your professional networkonline, giving you access to people, jobs andopportunities like never before. Built upontrusted connections and relationships,LinkedIn has established the world’s largestand most powerful professional network. LinkedIn is a business-oriented social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. As of 1 January 2011, LinkedIn reports more than 90 million registered users, spanning more than 200 countries and territories worldwide. http://whowalksthedog.com
  30. 30. Who walks the DogA social network that allows you tokeep your cv up-to-date, stay intouch with business relations, friends and colleagues and find new opportunities. http://whowalksthedog.com
  31. 31. Who walks http://whowalksthedog.com the Dog The Profile Is The Heart of LinkedIn
  32. 32. Who walks http://whowalksthedog.com the Dog Connections Make The Heart Beat
  33. 33. Who walks the DogEducation is an important part of the profile, especially highereducation. People like to connect to their class mates, because they are a valuable part of their networks. http://whowalksthedog.com
  34. 34. Who walks http://whowalksthedog.com the Dog Relatively New: Company Profiles
  35. 35. Who walks http://whowalksthedog.com the Dog Groups: A Powerful Feature
  36. 36. Who walks http://whowalksthedog.com the Dog Five Groups Connected To SSE Riga
  37. 37. Who walks the Dog Active groups with largememberships are places where youraudience is looking for answersand to stay connected. These are typical places where you can engage. http://whowalksthedog.com
  38. 38. Who walks the Dog administrators are Groupambassadors for your brand. These are the people that will spread your message. Cherish them. http://whowalksthedog.com
  39. 39. Who walks http://whowalksthedog.com the Dog
  40. 40. Who walks http://whowalksthedog.com the Dog Managing Social Media - Tweetdeck
  41. 41. Who walks http://whowalksthedog.com the Dog Managing Social Media - Hootsuite
  42. 42. Who walks http://whowalksthedog.com the Dog Feeding Social Media - dlvr.it
  43. 43. Who walksSocial Media Management Tools... the Dog ...allow you to manage your social media channels from one place and provide you with insight on top of that. http://whowalksthedog.com
  44. 44. Who walks http://whowalksthedog.com the Dog
  45. 45. Who walks http://whowalksthedog.com the Dog Sharing Video - YouTube
  46. 46. Who walks http://whowalksthedog.com the Dog Sharing Video - Vimeo
  47. 47. Who walks http://whowalksthedog.com the Dog Sharing Photos - Flickr
  48. 48. Who walks http://whowalksthedog.com the Dog Sharing Presentations - Slideshare
  49. 49. Who walks http://whowalksthedog.com the Dog Sharing Bookmarks - Delicious
  50. 50. Who walks http://whowalksthedog.com the Dog Sharing Collections - Keepstream
  51. 51. Who walks http://whowalksthedog.com the Dog
  52. 52. Who walks http://whowalksthedog.com the Dog Can you tell me ... - Quora
  53. 53. Who walks http://whowalksthedog.com the Dog I Was Here - Foursquare
  54. 54. Who walks http://whowalksthedog.com the Dog Internal Social Network - Yammer
  55. 55. Who walks http://whowalksthedog.com the Dog Who walks the Dog Landscape Website
  56. 56. Who walks http://whowalksthedog.com the Dog How has this Marketing (and PR) changed
  57. 57. Who walks http://whowalksthedog.com the Dog Not Only Broadcasting Anymore
  58. 58. Who walksNot Only Broadcasting Anymore the Dog You are not only broadcasting anymore. expect a Consumers conversation with their favorite brands. On their terms. http://whowalksthedog.com
  59. 59. Who walks Location the Dog People expect to communicatewhere they are. They choose theirplatform, networks and friends. And with whichbrands they want to show-off and engage. http://whowalksthedog.com
  60. 60. Who walks http://whowalksthedog.com the Dog Refresh
  61. 61. Who walks Refresh the DogPeople expect to seetoday’s news, presented on theirscreens. Static information is for search results. http://whowalksthedog.com
  62. 62. Who walks http://whowalksthedog.com the Dog Engage In The Open
  63. 63. Who walks Engage In The Open the Dog #gettingslizzerd http://whowalksthedog.comResult: Blood donation drive by Dogfish Head pubs, plus great exposure and extra sales for brewer
  64. 64. Who walks Engage In The Open the Dog Transparency and responsiveness are important. People expect honest answers, and thepossibility to share with others. http://whowalksthedog.com
  65. 65. Who walks http://whowalksthedog.com the Dog Friends & Brands
  66. 66. Who walks Friends & Brands the Dog People trust their friends more than brands. But they liketo show-off and engage with brands thatenhance their image. http://whowalksthedog.com
  67. 67. Who walks http://whowalksthedog.com the Dog Co-Creation
  68. 68. Who walks Co-Creation the DogPeople like influence. Brands that allow customers influence, tend to perform better. http://whowalksthedog.com
  69. 69. Who walks http://whowalksthedog.com the Dog And... Fix Your Product First
  70. 70. Who walks http://whowalksthedog.com the Dog And... Fix Your Product First
  71. 71. Who walks And... Fix Your Product First the Dog Google became theleading search engine by delivering what people wanted: simple and fast internet searches. http://whowalksthedog.com
  72. 72. Who walksSources and other interesting links the Dog http://www.delicious.com/whowalksthedog/ssemktintro http://whowalksthedog.com
  73. 73. Who walksA Who walks the Dog Knowledge Share the Dog11 May 2011 Who walks the Dog provides strategic advice on using innovative ways to optimize your business, focusing on the human factor. We specialize in social media, CSR and Lean Management / Six Sigma.More information: Arjan Tupanhttp://whowalksthedog.com arjan@whowalksthedog.com http://whowalksthedog.comhttp://twitter.com/whowalksthedog http://twitter.com/arjantupanhttp://facebook.com/whowalksthedog +371 27 44 88 11

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