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Social Media forFun and Profit<br />October 1, 2011<br />Photo credit: http://www.flickr.com/photos/flavor32/2476211327/<br />

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Chas Grundy<br />Director of Interactive Marketing<br />University of Notre Dame<br />chas@grundyhome.com<br />@chasgrundy<br />

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Small business owner…<br />…and chief marketing officer.<br />Photo credit: http://www.flickr.com/photos/kovenkin/3965865576/<br />

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Photo credit: http://www.flickr.com/photos/jdanvers/3985204797/<br />

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Photo credit: http://sports.espn.go.com/nfl/preview07/news/story?id=2973338<br />

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Marketing begins with strategy, not social media.<br />Photo credit: http://www.flickr.com/photos/kovenkin/3965865576/<br />

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AUDIENCE<br />Photo credit: http://www.flickr.com/photos/indrarado/5558892445<br />

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Personas identify key traits, characteristics, habits, and attitudes of a target audience.<br />

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Developing a Persona<br />Age range or average age<br />Male or female<br />Education level<br />Average income<br />Where do they live?<br />What car do they drive?<br />When do they work?<br />How long is their commute?<br />Are they likely to be married?<br />Do they have children?<br />

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GOALS<br />

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The Dream<br />A whole mess o’ customers<br />You<br />Your Friends<br />Their Friends<br />

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Social Media<br />(a definition)<br />People using technology to be social<br />

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Word of mouth is hot.<br />Photo credit: http://www.flickr.com/photos/swirlingthoughts/181995076/<br />

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“<br />Marketing is a tax you pay for being unremarkable.<br />”<br />Robert Stephens, founder, Geek Squad<br />Photo credit: http://www.flickr.com/photos/kovenkin/3965865576/<br />

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Remarkable Stories<br />

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Who are the characters?<br />What was wrong?<br />Where’s the suspense?<br />What went right?<br />What’s next?<br />Tell a story.<br />

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Figure out your budget<br />Photo credit: http://www.flickr.com/photos/ramberto/2707661395/<br />

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How many people do you have?<br />How much time can they spend?<br />How tech-savvy are they?<br />How good at communication?<br />Photo credit: http://www.flickr.com/photos/27369469@N08/2661018158/<br />

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An Example Social Media Plan<br />Retain customers by maintaining a presence throughout the week before customers go to the bars on the weekend.<br />Facebook, website<br />Reach new customers by offering incentives to highly connected social media users.<br />Target users on Twitter<br />Build relationships with existing customers by creating a destination for recurring visits and engagement. <br />Website, blog<br />

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Facebook<br />700 million users and still growing<br />Nearly everyone is on Facebook<br />Use Pages, not Profiles<br />Lots of apps and integrations<br />

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Google+<br />

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Google+<br />Now competing with Facebook<br />Far fewer users<br />Established ____ 2011<br />Privacy, Features, Flexibility<br />Don’t Be Evil<br />No commercial entities (yet)<br />

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Twitter<br />

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Twitter<br />98% of Americans know about Twitter, but only 7% use it.<br />The “not a social network” social network<br />My favorite social network<br />Sounds more preposterous than it is<br />Quality, not quantity<br />Use Tweetdeckto consume the fire hose<br />

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Twitter<br />twitter.com/search<br />Search for content, conversations, users<br />tweepsearch.com<br />Find other users<br />twilert.com<br />Get notified when conversations happen<br />

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Blog<br />

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Blog<br />Search engines<br />Customer relationships<br />Can use as your website<br />Requires time investment<br />Gotta feed the beast<br />Good content vs. lots of content<br />

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http://www.facebook.com/profile.php?id=1604163467&sk=wall<br />

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http://www.facebook.com/Coast.Entertainment1?ref=sgm<br />

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http://www.facebook.com/pages/American-Alpha-Inc/197612570263361<br />

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MEASURE<br />Photo credit: http://www.flickr.com/photos/usnavy/5387296797/<br />

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Setting Up Goals<br />

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Google Analytics is free and powerful. Use it.<br />google.com/analytics<br />

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How influential are you?<br />

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Thanks!<br />email<br />chas@grundyhome.com<br />blog<br />grundyhome.com<br />twitter<br />@chasgrundy<br />facebook<br />facebook.com/chasgrundy<br />linkedin<br />linkedin.com/in/chasgrundy<br />