UVic - Service Management - March 2012

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Slides from March 5, 2012 guest lecture on online marketing and building your personal brand through Social Media.

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  • Come to mean anywhere there’s 2 way, “public” or group interaction online.
  • NetworkingTrade ShowsFocus on Individual
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  • UVic - Service Management - March 2012

    1. 1. Peter B Gustavson School of Business – Service Management March 2012 – Robert Cooper
    2. 2.  What is Social Media?
    3. 3.  Social Media for Individuals. Social Media for Companies. Advertising through Social Media.
    4. 4. A sure-fire plan: Become an expert on something. Build a network. Become known as an expert.
    5. 5.  Start now on your network. Be a specialist.
    6. 6.  So I want to get known for having specialized knowledge as an expert in Hotel Consulting...
    7. 7.  Travel Patterns Occupancy Rates Currency Implications Green Strategies Maybe even become a specialist on one of the above. Let’s look at venues to post links, share insights and get known…
    8. 8.  Blogs & Guest Posts Website? Linkedin Twitter Article Marketing Press (i.e. HARO)
    9. 9.  Content Plan Platform? Hosted/Self Hosted? Site possibilities? SEO
    10. 10.  Different local, internation al and vertical strategies. Excellent promo tool for your blog and vice versa.
    11. 11.  Facebook for Business, with $$$ involved. Connect forever with everyone you meet (and like) in business. Access to folks you couldn’t otherwise get to. Ridiculously powerful if you use it proactively (1/2 – 1 hour/week).
    12. 12.  The new resume...
    13. 13.  “Live” Rolodesk
    14. 14.  Status
    15. 15.  Groups:
    16. 16.  Answers:
    17. 17. Results (with modest, systematic effort): Contract – New York Featured Case Study – Texas/MarketingProfs.com Contract x 2 – Tucson Contract – Ottawa Contract – Singapore/San Francisco
    18. 18.  B2B? Think about a trade show analogy.
    19. 19.  B2C? ◦ Make your customers look great and give them a way to show the rest of the world (newsfeed). ◦ Engage and invite feedback. ◦ Incentivize engagement ONLY with relevant rewards and reward the behaviours you want to see. ◦ Keep it simple.
    20. 20.  Typical user has well over 150 friends. Having 10 photos from an event tagged on your Facebook page can mean 1500+ impressions to the Friends of your tagged subjects.
    21. 21.  Still a tiny fraction of the ad click volume of Google (think maybe 5% at the top end). Not highly practical for B2B. Fantastic demographic targeting. Great opportunities for B2C.
    22. 22.  What’s the value of reaching your own portfolio of relevant niches for a few dollars a day vs paying $500-$5000 on a one-time, untargeted print ad?
    23. 23.  Limited volume for broader offerings. Fantastic targeting for B2B. Overall, generally cost effective. Accessible through other channels as well...

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