A Crash Course In Social Media Marketing
•
27 likes•9,397 views
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.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to A Crash Course In Social Media Marketing
Similar to A Crash Course In Social Media Marketing (20)
More from Justice Mitchell
More from Justice Mitchell (20)
Recently uploaded
Recently uploaded (20)
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
- 5. 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
- 6. This Is A Test ... Remain Calm.
- 7. 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
- 8. Social Media Is: • Creating relationships • “Conversational Engagement” • Likes, tweets, posts, replies, RTs • Recruitment & retention • Brand Impression • Creating trust • Storytelling • Sharing • Sales
- 9. 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
- 10. Why Should I Give A Shit? 1,000? 680 208 130
- 11. New World Customer Service Client SME Crisis? Sales#SoMe
- 12. Know Your Friends & Enemies
- 13. Demographics & Personas Their Story? Their Triggers? Their Culture?Who Are They?
- 14. 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
- 15. 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 + & -
- 18. Create, Build & Optimize It
- 19. 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:
- 20. Define The Social Graph Where will traditional advertising enter the process?
- 21. Ideation & Tactics • Events • Brand Lift • Grand Openings • Product Introduction • Season Campaign Directives • Cultural “Piggybacking” • Affiliate & Sponsorships • Experiential
- 22. 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
- 23. Mapping Your Campaign Month 3Month 2Month 1 2 2 3 3 5
- 24. Protect & Report
- 25. • Rating & reviews • Industry changes • Competitive activity • Trending changes & opinions • Contests, coupons & calls to action (CTAs) • Customer sentiment • Ratings & reviews • Executives • Feedback • Articles Social Monitoring
- 27. 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
- 28. Social Crisis Management • Trolls, Attacks & SPAM • BLATANT Negative reviews • Litigious allegations • “Guilt by association” CASE-BY-CASE BASISHAVE AN CRISIS SOP
- 29. 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
- 32. 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