Social Media in Entrepreneurial Marketing

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Deck from my last lecture for Entrepreneurial Marketing with Deb Hagen at the University of Washington.

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Social Media in Entrepreneurial Marketing

  1. 1. Social Media Marketing Chris Goddard - Odd Dog Media
  2. 2. About Me
  3. 3. What I do
  4. 4. Social Media
  5. 5. Social Media Marketing = BS ?
  6. 6. David “Shingy” Shing AOL “Digital Prophet” “Your role in this digital universe is to do three things - it’s to build content that fuels connections, conversations and engagement - that’s it. Period.”
  7. 7. Huh?
  8. 8. “I love social media because it sells shit” Gary Vanderchunk winelibrary.com
  9. 9. When people think social media marketing
  10. 10. 236,000,000 views
  11. 11. Awesome!
  12. 12. Social Media Is amazing!
  13. 13. But…
  14. 14. 11.4 Million dollars
  15. 15. Not exactly “Organic”
  16. 16. 12,000 members in 2 weeks
  17. 17. 13 million views to date
  18. 18. $12 Million in Funding
  19. 19. Video cost: $4500
  20. 20. Michael Dubin CEO - DollarShaveClub Formerly worked at MSNBC Experience in improv comedy Great F**ckin Product
  21. 21. Already had $1 million in funding
  22. 22. Already had a Ton of PR before the video
  23. 23. So what do start ups (without funding) do?
  24. 24. Social Media Marketing is just marketing
  25. 25. Published: October 1936
  26. 26. Be a good listener
  27. 27. Google Alerts Business Name Product Names CEO/Employee’s Names Competitor’s Names
  28. 28. search.twitter.com
  29. 29. Paid Tools Wider Reach ! Sentiment Analysis
  30. 30. Follow up on all comments, emails, tweets, posts…
  31. 31. Genuinely talk in terms of the other person’s interests
  32. 32. Creating good content
  33. 33. Figure out what your customer is already reading/watching/listening to and make the same stuff
  34. 34. Don’t hit enter
  35. 35. Write Good Copy ! copyblogger.com
  36. 36. Turn any “How to” or “Tutorial” content into a video
  37. 37. Arouse in the other person an eager want
  38. 38. understand your customer!
  39. 39. Marketing done right doesn’t feel like marketing
  40. 40. Make the other person feel important—and do it sincerely
  41. 41. Say Thank you!
  42. 42. If you’re wrong, admit it quickly and emphatically
  43. 43. Always be Gathering Data
  44. 44. “Soft” Metrics vs “Hard” metrics
  45. 45. “I want 40,000 FaceBook fans!”
  46. 46. “I want a toilet seat made of gold but it’s just not in the cards now is it?”
  47. 47. Followers Likes Shares Social “Authority” clicks Pageviews* *Unless you’re selling advertising
  48. 48. Prospects Leads Sales Cost Per Acquisition (CPA) Contribution Customer Lifetime Value Return On Investment
  49. 49. www.google.com/analytics
  50. 50. 1.11 Billion People
  51. 51. 180m in the US ! 57% of population
  52. 52. http://bit.ly/pew-social-stats
  53. 53. Ubiquity ≠ Marketing Success
  54. 54. Very established API (Application Programming Interface)
  55. 55. https://developers.facebook.com/
  56. 56. Easy Reporting
  57. 57. Third-Party Apps
  58. 58. Simple Facebook Campaign: ! Photo contest ! 40 entries and 400 likes so far (launched Tuesday)
  59. 59. woobox.com ! offerpop.com
  60. 60. The follow-up is as important as the campaign
  61. 61. The networks apps and platforms are constantly changing
  62. 62. Business Development
  63. 63. followerwonk.com
  64. 64. Market Research
  65. 65. facebook.com/ads/create
  66. 66. Local Business
  67. 67. getlisted.org
  68. 68. ask customers to review you
  69. 69. Tools can help you manage
  70. 70. twuffer.com bufferapp.com
  71. 71. So can people
  72. 72. Interns
  73. 73. Niche Networks
  74. 74. Quora
  75. 75. Instagram
  76. 76. YouTube
  77. 77. Game the system
  78. 78. At least 100 people watch the video, start-to-finish, within the first 10 minutes + share through Facebook
  79. 79. Notice Something?
  80. 80. Pinterest
  81. 81. Takeaways
  82. 82. The best “social media” strategy is 60-year-old PR with Sexy Tools
  83. 83. Always focus on the people behind the profiles
  84. 84. Always be Gathering Data
  85. 85. Pay for critical mass … and then stop!
  86. 86. chris@odddogmedia.com

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