2011.10.14
@abelniak                                            http://www.abelniak.com           Introductions           A Couple ...
@abelniak                                                             http://www.abelniak.comimage source: http://www.flic...
@abelniak                               http://www.abelniak.comimage source: modified screen capture
@abelniak                                                http://www.abelniak.com           Alan Belniak               ht...
@abelniak   http://www.abelniak.com
@abelniak                         http://www.abelniak.comimage source: Microsoft clipart
@abelniak                                         http://www.abelniak.com           ‘Social’ Media           ‘New’ Media...
@abelniak   http://www.abelniak.com
@abelniak                 http://www.abelniak.com            http://linkgui.de/B2B-vs-B2C
@abelniak                                         http://www.abelniak.com           ‘Social’ Media           ‘New’ Media...
@abelniak                                                           http://www.abelniak.comimage sources: http://www.flick...
@abelniak   http://www.abelniak.com
@abelniak                                                              http://www.abelniak.comimage source: http://www.fli...
@abelniak                                      http://www.abelniak.com        Away From Advertising, Toward Marketing    ...
@abelniak   http://www.abelniak.com
@abelniak                                                        http://www.abelniak.comimage source: http://www.flickr.co...
@abelniak                                                http://www.abelniak.com                              Listen To   ...
@abelniak   http://www.abelniak.com
@abelniak   http://www.abelniak.com
@abelniak                                                                  http://www.abelniak.comimage source: http://far...
@abelniak                                 http://www.abelniak.com              What aren’t they               doing right...
@abelniak                      http://www.abelniak.com               How does this render                 on a mobile dev...
@abelniak                                          http://www.abelniak.com           http://linkgui.de/PGillin-Customer-S...
@abelniak   http://www.abelniak.com
@abelniak                                                                                               http://www.abelnia...
@abelniak   http://www.abelniak.com
@abelniak                                   http://www.abelniak.comhttps://www.facebook.com/TomassoTrattoria
@abelniak                http://www.abelniak.com               Where are they?!               Use social data to        ...
@abelniak                         http://www.abelniak.com               ‘Like-gating’               Mine the            ...
@abelniak                                                         http://www.abelniak.comimage source: http://www.flickr.c...
@abelniak                                              http://www.abelniak.com           Tone (sentiment)           Velo...
@abelniak                                                                                                     http://www.a...
@abelniak   http://www.abelniak.com
@abelniak                                          http://www.abelniak.com           This is so fundamentally important t...
@abelniak                                              http://www.abelniak.com           Why are you bothering to do this...
@abelniak                                   http://www.abelniak.com     http://www.socialmention.com     http://search.t...
@abelniak   http://www.abelniak.com
@abelniak                                                           http://www.abelniak.comimage source: http://www.flickr...
@abelniak                            http://www.abelniak.com        You Need to Do This…             Stop             Li...
@abelniak                                          http://www.abelniak.com        You Need to Do This…         … BeforeYou...
@abelniak                                                                                       http://www.abelniak.comima...
@abelniak                                      http://www.abelniak.com     Alan Belniak       http://www.abelniak.com - ...
@abelniak   http://www.abelniak.com
@abelniak   http://www.abelniak.com
@abelniak   http://www.abelniak.com
@abelniak   http://www.abelniak.com
@abelniak   http://www.abelniak.com
@abelniak                  http://www.abelniak.com            In Summary….
@abelniak   http://www.abelniak.com
Upcoming SlideShare
Loading in …5
×

Social Media Marketing - Guest Presentation for Babson's Enterprise 2.0 class ( #MIS3525 )

1,928 views

Published on

Guest lecture on using social media lessons in a marketing environment

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,928
On SlideShare
0
From Embeds
0
Number of Embeds
73
Actions
Shares
0
Downloads
6
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • http://www.flickr.com/photos/uncledave981/3145772436/
  • http://www.ptc.com/company/index.htm
  • ‘Social’ Media – media that permits communication back to the content provider and to other content consumers. So, a (published) letter to the editor of the New York Times in 1950 is social media. Why it’s so popular today is because of the online channels and the fact that the price of PCs has gone down, the number of publishing and syndication platforms has gone up, the price of broadband Internet connectivity has gone down, and the broadband penetration has gone up.‘New’ Media – media reach and platforms on all new channels; some great new forms of media aren’t necessarily social, but leverage ubiquitous and prevalent distribution channels, so they’re worth discussingB2B, B2C, and the difference (and the similarities) – who is the end consumer and user? Who is the purchaser? If they are one in the same, it’s (very typically) a B2C sphere. If they are different (like where I work), then it’s very typically a B2B sphere. These are different because the marketing message may very well be different for B2C and B2B, and the different channels inside a B2B message. These are the same because it fundamentally boils down to forming relationships and listening.Advertising vs. Marketing – By analogy: advertising is a bullhorn; marketing is a telephone.It’s a Modern-day Cocktail Party – You don’t walk into a party you’ve never been to before and start saying “buy my stuff!”. You walk the perimeter, walk through the middle, scan the crowd, listen a bit. You get a drink or a snack, you mingle. You join a conversation circle. You nod your head. You might offer up an opinion on the matter. Maybe someone asks you what you think, and you respond. Soon, you’re warm to the room. You laugh and chat. By the end of the night, you’re starting conversations, and people are joining your circles. *This* is the ‘social’ of ‘social media’.
  • ‘Social’ Media – media that permits communication back to the content provider and to other content consumers. So, a (published) letter to the editor of the New York Times in 1950 is social media. Why it’s so popular today is because of the online channels and the fact that the price of PCs has gone down, the number of publishing and syndication platforms has gone up, the price of broadband Internet connectivity has gone down, and the broadband penetration has gone up.‘New’ Media – media reach and platforms on all new channels; some great new forms of media aren’t necessarily social, but leverage ubiquitous and prevalent distribution channels, so they’re worth discussingB2B, B2C, and the difference (and the similarities) – who is the end consumer and user? Who is the purchaser? If they are one in the same, it’s (very typically) a B2C sphere. If they are different (like where I work), then it’s very typically a B2B sphere. These are different because the marketing message may very well be different for B2C and B2B, and the different channels inside a B2B message. These are the same because it fundamentally boils down to forming relationships and listening.Advertising vs. Marketing – By analogy: advertising is a bullhorn; marketing is a telephone.It’s a Modern-day Cocktail Party – You don’t walk into a party you’ve never been to before and start saying “buy my stuff!”. You walk the perimeter, walk through the middle, scan the crowd, listen a bit. You get a drink or a snack, you mingle. You join a conversation circle. You nod your head. You might offer up an opinion on the matter. Maybe someone asks you what you think, and you respond. Soon, you’re warm to the room. You laugh and chat. By the end of the night, you’re starting conversations, and people are joining your circles. *This* is the ‘social’ of ‘social media’.
  • http://www.flickr.com/photos/volcanologist/2878457358/http://en.wikipedia.org/wiki/Occam%27s_razor
  • http://farm1.static.flickr.com/82/238117060_fbc3731d88.jpg
  • http://search.twitter.com/advancedhttp://www.google.com/trends?q=acai+berry&ctab=0&geo=all&date=ytd&sort=0
  • http://search.twitter.com/advancedhttp://www.google.com/trends?q=acai+berry&ctab=0&geo=all&date=ytd&sort=0
  • http://search.twitter.com/advancedhttp://www.google.com/trends?q=acai+berry&ctab=0&geo=all&date=ytd&sort=0
  • http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
  • Microsoft clip art
  • http://www.flickr.com/photos/lselibrary/4171839670/
  • http://www.cityscapeabudhabi.com/Images/sponsorship-opps/Cocktail-Party-big.jpg
  • http://www.ptc.com/company/index.htm
  • http://www.slideshare.net/mkonder/what-the-fuck-is-social-media
  • http://www.youtube.com/watch?v=nXQdy-22TXMSimilar to http://www.youtube.com/watch?v=D08URtovG5sNote that this has tons of dataIt’s really coolI can source itIt’s also an adIt’s also a place to have a dialogue and conversation on the topic (the comments section)Erik can visit it and interact with fans and detractors, etc.
  • http://www.visualizingeconomics.com/2008/02/18/adoption-of-new-technology-since-1900/
  • Why is this a big deal all of the sudden?Change in landscape and consumer media consumptionPC prices went down, broadband penetration went up, anyone can be a blogger these daysForrester Social Technographics dataThis isn’t just conjecture – there is research behind thisPush v. pull; customers telling you what they want versus you giving customers few choices=-=-=-=-=-=-Quick history: Internet gained popularity, marketers saw a new channel, but still used 1.0, one-way communications… think newspapers and blaring TV adsImage source: http://www.socialmediatoday.com/SMC/106502
  • Quick history: Internet gained popularity, marketers saw a new channel, but still used 1.0, one-way communications… think newspapers and blaring TV adsImage source: http://www.socialmediatoday.com/SMC/106502
  • Broadband is now everywhere; telecommunication prices drop; most everyone has much broader accessibilityNo credentials to become a blogger (unlike journalism); tools to blog become free and ubiquitous (there’s a blogging *template* inside Microsoft Word!)Everyone is a blogger these days…Fundamental shift from a 1.0 tool to a 2.0 tool… this is what it means when people say “Web 2.0”; it permits feedback back to the author and between other consumers of that informationImage source: http://www.socialmediatoday.com/SMC/106502
  • Social Media Marketing - Guest Presentation for Babson's Enterprise 2.0 class ( #MIS3525 )

    1. 1. 2011.10.14
    2. 2. @abelniak http://www.abelniak.com  Introductions  A Couple Of Definitions  What’s The Value In This  A Social Strategist’s Career  Theory and Application: A Mini-review of Projects  Objectives: Set Them Up to Knock Them Down  How Do You Do This?  Conclusion
    3. 3. @abelniak http://www.abelniak.comimage source: http://www.flickr.com/photos/uncledave981/3145772436/
    4. 4. @abelniak http://www.abelniak.comimage source: modified screen capture
    5. 5. @abelniak http://www.abelniak.com  Alan Belniak  http://www.abelniak.com - blog  http://www.abelniak.com/t - Twitter  http://www.abelniak.com/l - LinkedIn  http://www.abelniak.com/g - Google+  http://www.abelniak.com/d - my delicious links  PTC (about)  Director of Social Media Marketing
    6. 6. @abelniak http://www.abelniak.com
    7. 7. @abelniak http://www.abelniak.comimage source: Microsoft clipart
    8. 8. @abelniak http://www.abelniak.com  ‘Social’ Media  ‘New’ Media  B2B and B2C  Advertising and Marketing  Take-away: It’s a Modern-day Cocktail Party
    9. 9. @abelniak http://www.abelniak.com
    10. 10. @abelniak http://www.abelniak.com http://linkgui.de/B2B-vs-B2C
    11. 11. @abelniak http://www.abelniak.com  ‘Social’ Media  ‘New’ Media  B2B and B2C  Advertising and Marketing  Take-away: It’s a Modern-day Cocktail Party
    12. 12. @abelniak http://www.abelniak.comimage sources: http://www.flickr.com/photos/brainfag/355239733/ ;http://www.flickr.com/photos/ironrodart/4155664186
    13. 13. @abelniak http://www.abelniak.com
    14. 14. @abelniak http://www.abelniak.comimage source: http://www.flickr.com/photos/volcanologist/2878457358/
    15. 15. @abelniak http://www.abelniak.com  Away From Advertising, Toward Marketing  Connect With Customers and Prospects You Think That It’s a Silver Bullet You Think That This IsYour Marketing Strategy
    16. 16. @abelniak http://www.abelniak.com
    17. 17. @abelniak http://www.abelniak.comimage source: http://www.flickr.com/photos/paladin27/170419601
    18. 18. @abelniak http://www.abelniak.com Listen To Conversations Online Take Park In Those Conversations Drive That Feedback Back to Marketing, Sales, Product Management, …
    19. 19. @abelniak http://www.abelniak.com
    20. 20. @abelniak http://www.abelniak.com
    21. 21. @abelniak http://www.abelniak.comimage source: http://farm1.static.flickr.com/82/238117060_fbc3731d88.jpg
    22. 22. @abelniak http://www.abelniak.com  What aren’t they doing right?  Which channels resonate with their buyers?image source: http://www.scottmonty.com
    23. 23. @abelniak http://www.abelniak.com  How does this render on a mobile device?  Do I get the info I want quickly?
    24. 24. @abelniak http://www.abelniak.com  http://linkgui.de/PGillin-Customer-Service
    25. 25. @abelniak http://www.abelniak.com
    26. 26. @abelniak http://www.abelniak.com  ‘Mobile’ isn’t just phone… it’s tablet, too  People’s patience level with getting the information they want on a mobile device is lower than from a desk- top/laptopQuote source: http://www.nuclearblogger.com/how-to-improve-your-bounce-rate-for-mobile-viewers/
    27. 27. @abelniak http://www.abelniak.com
    28. 28. @abelniak http://www.abelniak.comhttps://www.facebook.com/TomassoTrattoria
    29. 29. @abelniak http://www.abelniak.com  Where are they?!  Use social data to their advantage
    30. 30. @abelniak http://www.abelniak.com  ‘Like-gating’  Mine the followers and lists  Targeted ads on Facebook for keywords
    31. 31. @abelniak http://www.abelniak.comimage source: http://www.flickr.com/photos/flakstad/3890860642/
    32. 32. @abelniak http://www.abelniak.com  Tone (sentiment)  Velocity (spread over time, URLs, trackbacks)  Attention (duration on site)  Participation (comments, trackbacks)  Qualitative attributes (comments, what did they say, what did they mean)  These metrics may change over time  Including the way you measure them  The key is to align the metric to the objective
    33. 33. @abelniak http://www.abelniak.compresentation source: http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
    34. 34. @abelniak http://www.abelniak.com
    35. 35. @abelniak http://www.abelniak.com  This is so fundamentally important that I’m going to say it again: start with listening  Where do your customers + prospects hang out?  Join the networks if required  Listen to the conversations that are happening
    36. 36. @abelniak http://www.abelniak.com  Why are you bothering to do this? What do you hope to learn from this?  Where are the conversations happening?  What are they talking about?  What form/s of media are being consumed?
    37. 37. @abelniak http://www.abelniak.com  http://www.socialmention.com  http://search.twitter.com/advanced  http://www.wordle.net  https://adwords.google.com/select/KeywordToolE xternal  http://www.keyworddiscovery.com/search.html  http://www.blogpulse.com/trend
    38. 38. @abelniak http://www.abelniak.com
    39. 39. @abelniak http://www.abelniak.comimage source: http://www.flickr.com/photos/lselibrary/4171839670/
    40. 40. @abelniak http://www.abelniak.com You Need to Do This…  Stop  Listen  Contribute and Create (Participate)  Engage
    41. 41. @abelniak http://www.abelniak.com You Need to Do This… … BeforeYou Do This  Stop  Sell  Listen  Contribute and Create (Participate)  Engage
    42. 42. @abelniak http://www.abelniak.comimage source: http://www.cityscapeabudhabi.com/Images/sponsorship-opps/Cocktail-Party-big.jpg
    43. 43. @abelniak http://www.abelniak.com  Alan Belniak  http://www.abelniak.com - blog  http://www.abelniak.com/t - Twitter  http://www.abelniak.com/l - LinkedIn  http://www.abelniak.com/g - Google+  http://www.abelniak.com/d - my delicious links
    44. 44. @abelniak http://www.abelniak.com
    45. 45. @abelniak http://www.abelniak.com
    46. 46. @abelniak http://www.abelniak.com
    47. 47. @abelniak http://www.abelniak.com
    48. 48. @abelniak http://www.abelniak.com
    49. 49. @abelniak http://www.abelniak.com In Summary….
    50. 50. @abelniak http://www.abelniak.com

    ×