Social Media Marketing: Tools and Optimization

Social Media: Technology Enabling Business Success,[object Object],Angela Hausman, PhD,[object Object],Howard University and MarketingThatWorks.TV,[object Object],202-806-1676,[object Object]

What is Social Networking ?,[object Object],COMMUNITY,[object Object],Real community is dying (Putnam),[object Object],Increased isolation,[object Object],More time in electronic worlds,[object Object],Busier,[object Object],Uses a variety of social platforms,[object Object],Traditionally text based,[object Object],Pictures,[object Object],Video,[object Object],Allows fluidity in self-presentation,[object Object]

What is Social Media?,[object Object],Relies on customer sharing in social platforms to spread commercial message to social graph,[object Object],Individuals share messages because it builds celebrity and status,[object Object],A social graph changes its attitudes, behaviors or shares messages based on social capital,[object Object],Influence assessed by Klout and ,[object Object],PeerIndex,[object Object],Social capital -- respect,,[object Object],authority, trust, and reciprocity,[object Object],Social capital = personal brand,[object Object],Similarity between individuals ,[object Object],in the social graph,[object Object]

Social Platforms - Facebook,[object Object],Benefits,[object Object],Large number of users,[object Object],Easy sharing from 1 consumer to another,[object Object],Commercial operations,[object Object],Shopping - 1800 Flowers,[object Object],Relationship building – Dell; Oreos,[object Object],Fan generated fanpages -Coke,[object Object],Contests – Levis,[object Object],Causes - The Body Shop,[object Object],Drawbacks,[object Object],Difficult to build connections,[object Object],May not appear on newsfeed,[object Object]

Social Platforms – Twitter -coke,[object Object],Benefits,[object Object],Growing faster of all platforms,[object Object],Corporate presence,[object Object],Easy to build connections,[object Object],Searchable via #,[object Object],Drawbacks,[object Object],140 character limit,[object Object],Lack of temporal permanence,[object Object],Vast number of Tweets,[object Object]

Social Platforms - LinkedIn,[object Object],Professional focus,[object Object],New! Company profiles,[object Object],Groups,[object Object],Creating Connections,[object Object],Sharing messages,[object Object],Attempts to increase engagement,[object Object]

Social Platforms – Foursquare and other location-based apps - Panera,[object Object],Benefits,[object Object],Fun and challenging for consumers,[object Object],Gives consumers a voice,[object Object],Helps consumers relate to friends,[object Object],Helps companies build relationships,[object Object],Helps local companies spread the word,[object Object],Drawbacks,[object Object],Counterfeit check-ins,[object Object],Spreads negative sentiments,[object Object]

How to Put it All Together,[object Object],Linking social networks,[object Object],Coordinating online and offline activities,[object Object],Sharing across multiple platforms,[object Object],Unique requirements, limitations, and opportunities of each,[object Object],Timing,[object Object],Consistency,[object Object],Planning,[object Object],Hootsuite,[object Object],Increased difficulty in monitoring and listening,[object Object]

Social Media Marketing: Tools and Optimization

iGoogle,[object Object],igoogle,[object Object]

Resources Page,[object Object],Facebook,[object Object],Hootsuite,[object Object],Twitter,[object Object],LinkedIN,[object Object]

Social Media Marketing: Tools and Optimization

Social Media Marketing: Tools and Optimization

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Social Media Marketing: Tools and Optimization