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A Crash Course In Social Media Marke!ng
Hi.
JusticeMitchell.com
@justicemitchell #SoMeCC
Integrated Marketing:
Advertising
Interactive
Social (Content Driven) Med...
The Marketing Landscape
Owned, Earned, Paid, Social & Data
PAID: Media
Earned: Media
SOCIAL
Owned: IP
DATA
ADVERTISING
Online
Traditional
Endorsem...
This Is A Test ... Remain Calm.
A Social History Lesson•BulletinBoardSystems(BBS)
•Gen1Websites
•Blogging
•Forumsboards
•Gen2Websites(HTMLEditors)
•Emailm...
Social Media Is:
• Creating relationships
• “Conversational Engagement”
• Likes, tweets, posts, replies, RTs
• Recruitment...
Creating Your “F3”
• Trust makers
• “Brand fragility”
• Guilt by association
• Your audience is your family
• Social conte...
Why Should I Give A Shit?
1,000?
680
208
130
New World Customer Service
Client
SME
Crisis? Sales#SoMe
Know Your Friends & Enemies
Demographics & Personas
Their Story? Their Triggers? Their Culture?Who Are They?
WIIFM
• I don’t want your ads
• I want to be heard
• I want to feel wanted
• I want to feel educated
• I want to show you ...
What Makes Them Tick
Your audience has many triggers in what they want:
• Fun
• Smart
• Efficiency
• Exclusive
• Emotional
•...
CONSIDERATION SET
DIFFERENTIATE
ENTICE
ADVOCATE ACTION
Sans-Sexy Competitive Analysis
Create, Build & Optimize It
Where Do I Begin?
Define goals & objectives:
NCAs ENGAGEMENT RETENTION RECRUITMENT
BRAND
IMPRESSION
ONLINE
PURCHASES
BUZZ
C...
Define The Social Graph
Where will traditional advertising enter the process?
Ideation & Tactics
• Events
• Brand Lift
• Grand Openings
• Product Introduction
• Season Campaign Directives
• Cultural “...
Building Blocks of CONTENT
#POSTS
COMMUNITIES
WEBISODIC
CONTENT
VIDEOS
PODCASTS
DIRECT
TWEETS
WEBSITES
THREADS
FORUMS
ARTI...
Mapping Your Campaign
Month 3Month 2Month 1
2 2 3 3 5
Protect & Report
• Rating & reviews
• Industry changes
• Competitive activity
• Trending changes & opinions
• Contests, coupons & calls to ...
Sexy F$*%&@g Data
It’s More Than Talk
CONVERSATIONS
THEN NOW
CONVERSATIONS
BRAND
PROTECTION
THOUGHT
LEADERSHIP
CUSTOMER
SERVICE
CRISIS
MANAG...
Social Crisis Management
• Trolls, Attacks & SPAM
• BLATANT Negative reviews
• Litigious allegations
• “Guilt by associati...
Bottom Line: ROI Expectations
• RT, Shares, Likes & Subscribers?
• NCAs?
• Brand Lift?
• Lead Generation?
• Gain Mindshare...
Example:
http://vimeo.com/68751825
Must-Have Bookmarks
http://mashable.com/social-media/
http://www.socialmediaexaminer.com
http://social-media.alltop.com/
h...
Your Special Magical Unicorn Person Thing
Justice Mitchell:
• Global Social Media Director — Kaseya
• JusticeMitchell.com ...
A Crash Course In Social Media Marketing
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A Crash Course In Social Media Marketing

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The following is a compendium to the presentation that was given at the Nicholson School of Communications at the University of Central Florida. This document should act as a resource in guiding integrated marketing campaigns through the process of the goals and objectives; channel selection and deployment; reporting and monitoring through the final outcome.

Published in: Business, Technology

A Crash Course In Social Media Marketing

  1. A Crash Course In Social Media Marke!ng
  2. Hi. JusticeMitchell.com @justicemitchell #SoMeCC Integrated Marketing: Advertising Interactive Social (Content Driven) Media
  3. The Marketing Landscape
  4. Owned, Earned, Paid, Social & Data PAID: Media Earned: Media SOCIAL Owned: IP DATA ADVERTISING Online Traditional Endorsements Outreach CONTENT UGC Created Curated Location-Based Ranks & Reviews INFLUENCER Responsive Recruitment Retention PARTNERSHIPS Co-Branding White Labeling INTELLIGENCE Testing Monitoring Optimization Analysis PROPERTIES Content Websites Data & Lists Mobile/Tablet Applicational Product Email CHANNELS Facebook Twitter YouTube LinkedIn Google+ Instagram etc. COMMUNITY Subscribers Forums Groups Boards AFFILIATES Partnerships Ambassadors
  5. This Is A Test ... Remain Calm.
  6. A Social History Lesson•BulletinBoardSystems(BBS) •Gen1Websites •Blogging •Forumsboards •Gen2Websites(HTMLEditors) •Emailmarketing •Searchmarketing(SEO1.0) •.Comera-landgrab •Blogging2.0(blogger) •Web2.0-varyingtools&mentality •Inboundmarketing •Compliancy-CSS •Linkedin •Selfpromotionera •Facebook •YouTube •Twitter •SEO2.0marketing •ViralMarketing •iPhone&Smartphones-Apps;SMS;mobileweb •Locationbasedmarketing •SocialMediamonitoring •SocialMediachannelsexplosion •Mobilecompliance&Responsivedesign •HTML5 •iPad&tablets •Instagram;Socialphotosharing •Pinterest •Google+ •Contentmarketing 1990’s 1994 1996 1998 1999 2000 2003 2004 2006 2005 2007 2009 2010 2011
  7. Social Media Is: • Creating relationships • “Conversational Engagement” • Likes, tweets, posts, replies, RTs • Recruitment & retention • Brand Impression • Creating trust • Storytelling • Sharing • Sales
  8. Creating Your “F3” • Trust makers • “Brand fragility” • Guilt by association • Your audience is your family • Social content consistency is the expectation • Secondary and tertiary F3 Friends, Fans & Followers. Friends Fans Followers
  9. Why Should I Give A Shit? 1,000? 680 208 130
  10. New World Customer Service Client SME Crisis? Sales#SoMe
  11. Know Your Friends & Enemies
  12. Demographics & Personas Their Story? Their Triggers? Their Culture?Who Are They?
  13. WIIFM • I don’t want your ads • I want to be heard • I want to feel wanted • I want to feel educated • I want to show you off to my friends • I want the ability to choose, create & customize • I want to be treated as special, unique and coveted • I want to talk to the brands I love, and know they love me too
  14. What Makes Them Tick Your audience has many triggers in what they want: • Fun • Smart • Efficiency • Exclusive • Emotional • High Design • Romanced & Detail Rich • Because Everyone Has One • Price Is Always A Driver + & -
  15. CONSIDERATION SET DIFFERENTIATE ENTICE ADVOCATE ACTION
  16. Sans-Sexy Competitive Analysis
  17. Create, Build & Optimize It
  18. Where Do I Begin? Define goals & objectives: NCAs ENGAGEMENT RETENTION RECRUITMENT BRAND IMPRESSION ONLINE PURCHASES BUZZ CONTESTS PRESS & NEWS WEBINARS COMMUNITY EVENTS PRODUCT EDUCATION TREND SPOTTING Primary Directives: Secondary Directives:
  19. Define The Social Graph Where will traditional advertising enter the process?
  20. Ideation & Tactics • Events • Brand Lift • Grand Openings • Product Introduction • Season Campaign Directives • Cultural “Piggybacking” • Affiliate & Sponsorships • Experiential
  21. Building Blocks of CONTENT #POSTS COMMUNITIES WEBISODIC CONTENT VIDEOS PODCASTS DIRECT TWEETS WEBSITES THREADS FORUMS ARTICLES PRESS RELEASES EMAILS INTERNAL MESSAGING SPECIAL OFFERS POSTS THEN NOW
  22. Mapping Your Campaign Month 3Month 2Month 1 2 2 3 3 5
  23. Protect & Report
  24. • Rating & reviews • Industry changes • Competitive activity • Trending changes & opinions • Contests, coupons & calls to action (CTAs) • Customer sentiment • Ratings & reviews • Executives • Feedback • Articles Social Monitoring
  25. Sexy F$*%&@g Data
  26. It’s More Than Talk CONVERSATIONS THEN NOW CONVERSATIONS BRAND PROTECTION THOUGHT LEADERSHIP CUSTOMER SERVICE CRISIS MANAGEMENT PRODUCT EDUCATION COMMUNITIES TRAINING & ENCULTURATION NEW BUSINESS DEVELOPMENT CUSTOMER FEEDBACK PROTOTYPING TOOL AMBASSADORS BRAND IMPRESSION CREATING TRUST SOCIALINTELLIGENCE
  27. Social Crisis Management • Trolls, Attacks & SPAM • BLATANT Negative reviews • Litigious allegations • “Guilt by association” CASE-BY-CASE BASISHAVE AN CRISIS SOP
  28. Bottom Line: ROI Expectations • RT, Shares, Likes & Subscribers? • NCAs? • Brand Lift? • Lead Generation? • Gain Mindshare in “The Consideration Set” • The Holy Grail: “VIRAL CONTENT” • Product Purchases • Trend Creation 9 8 7 6 5 4 3 2 1 - action 1 - action 2 - action 3 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 10
  29. Example: http://vimeo.com/68751825
  30. Must-Have Bookmarks http://mashable.com/social-media/ http://www.socialmediaexaminer.com http://social-media.alltop.com/ http://socialmediatoday.com/ http://socialtimes.com/ http://www.forbes.com/social-media/ http://venturebeat.com/tag/social-media/ http://www.huffingtonpost.com/news/social-media/ http://www.spredfast.com/social-media-resources/guides/ http://www.hubspot.com/internet-marketing-whitepapers
  31. Your Special Magical Unicorn Person Thing Justice Mitchell: • Global Social Media Director — Kaseya • JusticeMitchell.com — Blogger Social Nerd: • twitter.com/justicemitchell • instagram.com/justicemitchell • facebook.com/justicewmitchell SPEAKER

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