A Social Media Conversation<br />Moderated by Eric Boggs<br />eric@argylesocial.com<br />
About Argyle<br />Founded in December 2009<br />$33k grant from NC IDEA in January 2010<br />First paying customer in July...
Complex<br />Simple<br />
Some Of Our Customers:<br />
What is social media?<br />
Social Media Use Cases<br />PR<br />Brand<br />Commerce<br />Listening<br />Support<br />Lead Gen<br />
If Facebook were a country…<br />
Social = Big Business<br />US Marketing Spend in Billions<br />Source:  Forrester’s Interactive Advertising Models, July 2...
Bought <br />vs. <br />Earned<br />
76% don’t believe companies tell the truth in their marketing and communications. 										<br /> - Yankelovich 2009<br />
68% trust other people “like themselves” up from 22% in 2003 			<br />- Edelman Trust Barometer<br />
What shapes trust in a company?<br />
Engagement<br />
(Brief) History<br />
Social since the beginning:<br />
Social since the beginning:<br />
Platforms<br />
"I would rather send someone to our Facebook page than our home page.” <br />~brand marketer<br />
Engagement, Advertising, Analytics<br />
Location<br />
Who’s been where…and who knows it?<br />
Other Stuff<br />
Games<br />
Advertising<br />
Group Buying<br />
What’s next?<br />
How Can You Start Socializing?<br />Think!<br />Commit to the medium.<br />Set up shop on relevant platforms<br />Be helpf...
Thank You.Eric BoggsArgyle Socialeric@argylesocial.com919.360.0238<br />
Measuring<br />
“What gets measured gets managed.”<br />- Peter Drucker<br />
New channel. New challenges.<br />PPC<br />Email<br />Social<br />✔<br />✔<br />?<br />
Understand inputs & outputs<br />Vf – Vi<br />--------<br />Vi<br />ROI = <br />People – salaries, contractors, creative, ...
Social Media Marketing Tools<br />Conversations<br />Sentiment/PR<br />Conversions<br />CoTweet<br />HootSuite<br />TweetD...
Why does social media matter?<br />
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Social Media Talk - Argyle Social

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  • Very quick cases for each.
  • Very quick cases for each.
  • Open ended beginning.  Ask students to define social media.In Valarie&apos;s class Fall of 2008, no one had heard of Twitter.In Valarie’s class Fall of 2009, no one had heard of Foursquare.In Valarie’s class Fall of 2010, no one has heard of…
  • What are you trying to accomplish with other marketing programs? You’re probably trying to do the same thing via social…Brand – Old Spice guy on YouTubeCommerce – Dell OutletListening – Pepsi Super Bowl AdsSupport – H&amp;R Block pro-active supportPR – any airline trying to avoid disasterLead Gen – B2B, Argyle caseAre there others?
  • Inbound marketingvs interrupt marketingProblem – social dials are hard to identify, hard to turn. Unlike PPC, you can’t “spend” more on social.
  • Very quick cases for each.
  • Very quick cases for each.
  • NapsterFark.comKottke.org all circa 2001ARPANet – all communication driven.
  • NapsterFark.comKottke.org all circa 2001ARPANet – all communication driven.
  • There are more of course…Issues re: platforms: Bought AND earned – advertising vs engaging Leased vs owned?
  • Mark Suster podcast – GP meeting for Greylock – brand marketing VP in attendance
  • New business models arising from the social media explosion
  • Farmville is making a bajillion dollars a second because they cracked the social gaming code. They built their business (almost) entirely on the Facebook platform.
  • Compass Labs is one of many start-ups in the social advertising space. Compass scans public data for purchase intent and connects advertisers with consumers.- Online advertiser signs up for a campaign – specifies category and “purchase readiness” of target. Robots detect real-time purchase intent as it relates to advertisers, categories. Technology delivers ad. Consumer clicks and buys.
  • Social commerce platforms like Groupon and LivingSocial have been done before…by they only “worked” recently. Success largely driven by social web.Groupon does an estimated $1M in revenue per day.
  • Very quick cases for each.
  • New business models arising from the social media explosion
  • Getting to the meat of the issue… How many follow brands/businesses on Facebook?$3B+ industry by 2014. Bigger marketing spend than email. Can ask students how many of them receive email marketing messages…Outlandish statement – The internet as you know it today is driven by search.  This is the Google internet.The internet of tomorrow will (in part) be driven by social.  This is the Facebook internet.What matters more – what Google says is relevant or what your friends say is relevant?
  • Social Media Talk - Argyle Social

    1. 1. A Social Media Conversation<br />Moderated by Eric Boggs<br />eric@argylesocial.com<br />
    2. 2. About Argyle<br />Founded in December 2009<br />$33k grant from NC IDEA in January 2010<br />First paying customer in July 2010<br />Social media marketing software<br />Pending move to Downtown<br />http://argylesocial.com<br />http://twitter.com/argylesocial<br />http://twitter.com/ericboggs<br />
    3. 3. Complex<br />Simple<br />
    4. 4. Some Of Our Customers:<br />
    5. 5. What is social media?<br />
    6. 6. Social Media Use Cases<br />PR<br />Brand<br />Commerce<br />Listening<br />Support<br />Lead Gen<br />
    7. 7. If Facebook were a country…<br />
    8. 8. Social = Big Business<br />US Marketing Spend in Billions<br />Source: Forrester’s Interactive Advertising Models, July 2009<br />
    9. 9. Bought <br />vs. <br />Earned<br />
    10. 10. 76% don’t believe companies tell the truth in their marketing and communications. <br /> - Yankelovich 2009<br />
    11. 11. 68% trust other people “like themselves” up from 22% in 2003 <br />- Edelman Trust Barometer<br />
    12. 12. What shapes trust in a company?<br />
    13. 13. Engagement<br />
    14. 14. (Brief) History<br />
    15. 15. Social since the beginning:<br />
    16. 16. Social since the beginning:<br />
    17. 17. Platforms<br />
    18. 18.
    19. 19. "I would rather send someone to our Facebook page than our home page.” <br />~brand marketer<br />
    20. 20. Engagement, Advertising, Analytics<br />
    21. 21. Location<br />
    22. 22. Who’s been where…and who knows it?<br />
    23. 23.
    24. 24.
    25. 25. Other Stuff<br />
    26. 26. Games<br />
    27. 27. Advertising<br />
    28. 28. Group Buying<br />
    29. 29. What’s next?<br />
    30. 30. How Can You Start Socializing?<br />Think!<br />Commit to the medium.<br />Set up shop on relevant platforms<br />Be helpful!<br />
    31. 31. Thank You.Eric BoggsArgyle Socialeric@argylesocial.com919.360.0238<br />
    32. 32. Measuring<br />
    33. 33. “What gets measured gets managed.”<br />- Peter Drucker<br />
    34. 34. New channel. New challenges.<br />PPC<br />Email<br />Social<br />✔<br />✔<br />?<br />
    35. 35. Understand inputs & outputs<br />Vf – Vi<br />--------<br />Vi<br />ROI = <br />People – salaries, contractors, creative, your time <br />Tools – posting, managing, monitoring<br />Spend – ads, apps, games, etc.<br />Overhead – cost accounting decisions<br />Awareness, buzz, commerce, conversations, sentiment, engagement, leads, registrations, cost savings, time savings, disaster avoidance, etc.<br />Vf<br />Opportunity Cost – How else could I use these resources?<br />
    36. 36. Social Media Marketing Tools<br />Conversations<br />Sentiment/PR<br />Conversions<br />CoTweet<br />HootSuite<br />TweetDeck<br />bit.ly<br />Argyle<br />awe.sm<br />Radian6<br />ViralHeat<br />Google Alerts<br />Web Analytics & CRM<br />
    37. 37. Why does social media matter?<br />

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