1. Social Media,
Social Business
Sheree Martin, J.D., LL.M., Ph.D.
Faculty Shoptalk
November 19, 2013
Samford University

2. Questions I’ll Address:
● What is content marketing?
● What is social business and, more
importantly, why does it matter?
● How has the social web changed the rules for
marketing and promotion?
● Why are these topics worthy of classroom
time, scholarship and creative projects?

3. My Background:
Business-Focused Strategic Communication
Business lawyer (11 years, total)
Nearly half of doctoral course work in
Culverhouse C&BA courses (management and
statistics)
Entrepreneurial mindset
New ideas, "Third Way"

4. Foundation
Paid Media
Owned Media
Earned Media

5. Content Marketing/Inbound Marketing
● Create informative, useful, entertaining free content to
help current and prospective customers.
● Answer questions about products, services or industry.
● Build awareness and trust.
● Shows how the product/service solves a problem.
● Tell stories.
● Publish on website.
● Share through social channels.

6. Content marketing
has a long history.
Joe Pulizzi, founder the Content Marketing Institute,
starts with The Furrow magazine, created and
published by John Deere to educate farmers about
new farming technology and the business side of
farming.
http://contentmarketinginstitute.com/2012/02/history-content-marketing-storytelling/

7. Content, Not "News"

8. My Tech History
Image Credits:
Cassette Recorder: http://2or3lines.blogspot.com/2012/11/beatles-you-never-give-me-your-money.html
VSH Camera: http://www.mrmartinweb.com/video.html
Macintosh: http://brianzeve.wordpress.com/2011/10/09/thirty-five-years-of-technology-transformation-thank-you-mr-jobs/
Word for Windows: http://www.crystalxp.net/news/en739-evolution-microsoft-word-logo-interface-home-page.htm

9. My Internet History: Early Social
Image Sources : http://stopmebeforeiblogagain.com/a-brief-history-of-socialnetworks/
http://www.stockmarketlogos.com/telecom-services/earthlink-logo-stock-symbol/

10. 2003

11. 2003

12. Dot Com Bubble
Freelance Vulcan
Publications
Internet Portals
My First Content
Marketing Experience
● 3-5 articles per month
for print + online
content publishing

13. Big Brands
Are Moving
Their Money
USA Today, Dec. 12, 2010
http://usatoday30.usatoday.
com/money/advertising/2010-12-11-pgadvertising_N.htm

14. B2B Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs

15. B2B Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs

16. B2C Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs

17. B2C Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs

18. New Marketing
Strategy Revealed
in 2012

19. Three Core Underlying Goals
Creative, out-of-the-box
thinking
Throw away rules
Relationships, not
broadcasting

20. Topic Areas
Website Management (WordPress)
Marketing Sales Funnel
Social Channels
SEO
Digital Analytics
● Google (Universal)Analytics, Facebook, Twitter
Brand Best Practices
P-O-S-T Planning: People, Objectives, Strategies & Tactics

21. http://davidrogers.biz/blog/rethinking-the-marketing-funnel-in-a-world-of-social-media/

24. Explore. [En]Vision. Plan. Do. Analyze.

26. Required Reading:
95
Theses
"Markets are Conversations"

27. First Class Session

28. Helpful
Information
Storytelling

29. Website

30. Podcast Project (10%): Why?
January/February 2012 Survey

31. Podcasting: Why Part 2:
January/February 2012 Survey

32. Podcasting: Why Part 3
USA Today Feature:
August 15, 2013
http://www.usatoday.
com/story/tech/columnist/talkingtech/2013/08/15/podcastexplosion/2647963/

33. http://socialmediaclasspodcast.com

34. "Nuggets" & Participation (10%)
Students are expected to become active, selfdirected learners and monitor various online
blogs and thought-leaders.
Share "nuggets of wisdom" with the class orally
and via the class blog.

35. Online Treasure Hunts

36. Mini-Reports (10%)
Brand Case Studies
Niche Social Networks
Tools & Resources
Metrics & Analytics

37. Mini-Campaigns
● Added Fall 2012
● 2-3 weeks
● Students discover the challenges of gaining friends,
fans, likes, shares, RTS on Twitter, Facebook,
Instagram, Pinterest
● Opportunity to quickly get into Facebook Insights and
Twitter analytics

38. Comprehensive Strategic Plan (40%)
● P-O-S-T Approach
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People
Objectives
Strategies
Technologies + Tactics
Key Performance Indicators
Content Ideas
Sample Content
Editorial Calendar

39. Content Curation

40. Sundries
http://socialmediapractices.wordpress.com
Guest Speakers
● Rene Willet of The Weather Channel
● David Griner, Luckie & Co.
● Hafez Adel, ReTargeter
● Wade Kwon, Birmingham Blogging Academy

41. Media of Religion
Twitter research
Peer-reviewed conference paper
The Megachurch Tweets