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The house of social media v.public

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This is a presentation we created for an MBA class we taught regarding how to build an effective social media strategy

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The house of social media v.public

  1. 1. •  Loyola University B.A. •  Worked at MGH •  Built department in The Cyphers Agency to harness social media for clients. •  Founded Social Fulcrum in 2010. •  Worked on campaigns for Microsoft, Bayer, Texas Instruments, The National Aquarium, Strayer University, Ocean City, etc. •  Babson MBA
  2. 2. ?
  3. 3. 1
  4. 4. A"en%on   Interest           Desire   Ac%on  h"p://bit.ly/15W11xv  
  5. 5. 2
  6. 6. What are you looking for? •  Brand Sentiment •  Influencers •  Communities •  Hot-Button Topics •  Media aligned with target audience •  Competition
  7. 7. What tools can you use?
  8. 8. Deliverable Example: Simple Report Number of Mentions Found: 49 Average Number of Twitter Followers For These Users: 238 Range of Twitter Followers For These Users: 0-2,045
  9. 9. Deliverable Example: In-Depth Report
  10. 10. 3
  11. 11. “Brand Assets” •  Content –  written, images, video, audio Blog posts, speaking events, presentations, how-to videos, etc. •  People –  Expertise, Departments e.g. customer service •  Tools –  Online tools e.g. body fat calculator •  Data –  Database e.g. NCC recipe database
  12. 12. *  Not  a  trick  ques%on  
  13. 13. 3
  14. 14. Exercise •  Get with your groups •  Choose a company •  Try to think of 3 “materials” or pieces of content or “brand assets” for that company
  15. 15. 4
  16. 16. Management Measurement Growth
  17. 17. Comprehensive Monitoring Tools Expensive  Affordable   Effec%ve  +  Intui%ve   Less  Effec%ve,  Less  Intui%ve  
  18. 18. 5
  19. 19. •  Shareable content •  Facebook advertising •  Product shareability •  Influencer Outreach / Partnerships
  20. 20. Jan. 2013: <100 Fans
  21. 21. Shareable Content
  22. 22. Shareable Content
  23. 23. Give people a reason to pay attention. When they see your content, people need to say: “I want more of that type of information”
  24. 24. Partnerships
  25. 25. 6
  26. 26. The “Fun Stuff” •  Contests •  Microsites •  Integration with traditional campaigns •  Ambassador/evangelist programs
  27. 27. Thank  You   Andrew@socialfulcrum.com
  28. 28. Addendum: A Note on Content •  Examples: – Visual portrayals of information – “Insider” knowledge – Complementary partnerships •  Each piece of content can be distributed multiple ways •  For more information, search “content marketing strategy”

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