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A Primer on Social Media

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Some basics of social media for an undergraduate class at Babson College

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A Primer on Social Media

  1. 1. Putting the ‘Social’ in ‘Social Media’<br />2010.10.01<br />
  2. 2. Agenda<br />Introductions<br />Definitions<br />Value<br />Objectives and Metrics: a Marriage<br />Mini-Casestudy: Facebook Insights<br />How?<br />2 ears and 1 mouth<br />Wrapping Up<br />A Quick Look at Your Projects<br />
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  4. 4. Introductions<br />Alan Belniak<br />@abelniak or http://www.Twitter.com/abelniak<br />PTC (about)<br />Director of Social Media Marketing<br />
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  6. 6. Definitions<br />‘Digital’ Media<br />‘Social’ Media<br />‘New’ Media<br />Advertising and Marketing<br />B2B marketing vs. B2C marketing<br />Take-away: It’s a modern-day party<br />
  7. 7. Backdrop(1 of 2)<br />
  8. 8. Backdrop(1 of 2) <br />In Summary….<br />
  9. 9. Backdrop(2 of 2)<br />
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  11. 11. http://www.youtube.com/watch?v=nXQdy-22TXM<br />
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  13. 13. What’s the Value of Social Media? Why Should You (or Shouldn’t You) ‘Do’ This?<br /> Away From Advertising, Toward Marketing<br /> Connect With Customers and Prospects<br /> You Think That It’s a Silver Bullet<br /> You Think That This Is Your Marketing Strategy<br />
  14. 14. Objectives and Metrics: A Marriage<br />
  15. 15. Set Objectives Early and Clearly; Measure Against Those<br />Tone (sentiment)<br />Velocity (spread over time, URLs, trackbacks)<br />Attention (duration on site)<br />Participation (comments, trackbacks)<br />Qualitative attributes (comments, what did they say, what did they mean)<br />These metrics may change over time<br />Including the way you measure them<br />The key is to align the metric to the objective<br />
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  17. 17. Mini-Case Study: Facebook Insights<br />‘Insights’ are OK<br />Exporting data to .csv is better<br />Looked at what activity resonated with audience<br />Did more of that<br />Looked at regions, too<br />
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  19. 19. So, How Do You Start? Listen. (“2 ears”)<br />This is so fundamentally important that I’m going to say it again: start with listening<br />Where do your customers + prospects hang out?<br />Join the networks if required<br />Listen to the conversations that are happening<br />
  20. 20. Focus on the ‘Why?’<br />Why are you bothering to do this? What do you hope to learn from this?<br />Whereare the conversations happening?<br />Whatare they talking about?<br />Whatform/s of media are being consumed?<br />
  21. 21. How? Just One Example: FBML(“1 mouth”)<br />FBML = Facebook Markup Language<br />Know HTML? Then you know FBML<br />
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  23. 23. Wrapping Up<br />Social Media is a conversation, not a bullhorn<br />A wealth of market research is at your fingertips<br />You just need to listen<br />
  24. 24. Focus on The Verbs<br />You Need to Do This…<br />Stop<br />Listen<br />Contribute and Create (Participate)<br />Engage<br />
  25. 25. Focus on The Verbs<br />You Need to Do This…<br />Stop<br />Listen<br />Contribute and Create (Participate)<br />Engage<br />… Before You Do This<br />Sell<br />
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  27. 27. The Proof of The Pudding is In The Eating<br /><ul><li>58K</li></ul>2.04m<br />
  28. 28. The Proof of The Pudding is In The Eating<br />
  29. 29. The Proof of The Pudding is In The Eating<br />
  30. 30. The Proof of The Pudding is In The Eating<br />What’s the problem here?<br />
  31. 31. The Proof of The Pudding is In The Eating<br />
  32. 32. The Proof of The Pudding is In The Eating<br />Dialogue?<br />
  33. 33. The Proof of The Pudding is In The Eating<br />
  34. 34. The Proof of The Pudding is In The Eating<br />
  35. 35. Remember…<br />
  36. 36. Resources<br />My links on social media<br />Other bloggers who ‘get this’:<br />Chris Brogan, CC Chapman, Todd Defren, Jason Falls<br />My blog<br />Listening: moving from strategy to tactics + tools<br />Keyword search tools:<br />https://adwords.google.com/select/KeywordToolExternal<br />http://www.keyworddiscovery.com/search.html<br />http://www.blogpulse.com/trend<br />
  37. 37. Thanks!<br />Alan Belniak<br />@abelniak or http://www.Twitter.com/abelniak<br />http://www.SubjectivelySpeaking.net<br />

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