My Slides from speaking to Harvard's Social Media Marketing class


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For those who were not there, I'm not sure these slides stand well on theor own. Their purpose ws to guide my talk and make a few key points. However in the interest of sharing, here you go.

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My Slides from speaking to Harvard's Social Media Marketing class

  1. 1. Managing and Measuring Social Media<br />© 2010 Awareness<br />
  2. 2. Aboot Me<br />David Carter<br />CTO of Awareness Inc.<br /><br />@dkrcarter<br />My condensed bio….<br />Managed a restaurant<br />A Stock market Analyst<br />A Marketer at Microsoft<br />An Entrepreneur<br />CTO at Awareness Inc.<br />© 2010 Awareness CONFIDENTIAL<br />
  3. 3. The Gist of my talk<br />Social Media isn’t that new<br />Its evolution is very similar to other media<br />There are a few categories of tools for Social media and marketing<br />Good Social Media is part of a bigger content marketing strategy<br />There is a ton of stuff to measure outside of Social Media<br />You can prove the impact of social media and pass the “so what?” test<br />© 2010 Awareness CONFIDENTIAL<br />
  4. 4. Tools for Marketers and Social Media<br />Monitoring<br />Listen across the internet for use of your companies brand terms<br />Competitors<br />Products<br />Topics of Interest<br />Measure your “share of voice” over time<br />Is our brand associated with key topics<br />What percentage of those conversations are we<br />Listen & Respond<br />Be part of the conversation<br />Track incidents<br />© 2011 Awareness CONFIDENTIAL<br />
  5. 5. Tools for Marketers and Social Media<br />Facebook Apps and Fan Management<br />Set up engaging pages as Facebook apps<br />Offer a “pre-like” message<br />Overdrive covered a lot of this<br />These are great ways to get a lot of info and provide <br />Games<br />Contests<br />Within the Facebook UI.<br />© 2011 Awareness CONFIDENTIAL<br />
  6. 6. Tools for Marketers and Social Media<br />Social Media Marketing Systems<br />Manage who can publish where?<br />Publish a single piece of content to lots of different places<br />Twitter, Facebook, YouTube, Flickr etc.<br />Listen/Converse inside social media<br />Monitor comments<br />Measure measuremeasure<br />What channels garnered the most interaction<br />Who commented?<br />What was the sentiment of a post?<br />Are we getting more fans? <br />© 2011 Awareness CONFIDENTIAL<br />
  7. 7. Stuff you can measure<br />Fans/Followers<br />Comments<br />Commenters<br />Sentiment<br />Influence <br />Clicks<br />Views<br />Favorites/Likes<br />© 2011 Awareness CONFIDENTIAL<br />
  8. 8. How do any of those drive business for a company?<br />If they do how do you prove it?<br />© 2011 Awareness CONFIDENTIAL<br />
  9. 9. Understanding Customer Lifecycle<br />What are you using social media for?<br />© 2011 Awareness CONFIDENTIAL<br />Awareness<br />Consideration<br />Trial<br />Adoption/Purchase<br />Loyalty<br />Referral<br />What is the “conversion activity” your company is looking for?<br />
  10. 10. Other Digital Marketing – Marketing Automation<br />Content Marketing<br />Create compelling content, make people fill out a form to get it<br />Use the content as implied interest, and follow up with a sales tactic<br />Web Tracking and metrics<br />Track pages visited, frequency<br />Use the pages as implied interest<br />Email marketing<br />Email relevant content<br />Track opens, clicks<br />Use the clicks as implied interest<br />© 2011 Awareness CONFIDENTIAL<br />
  11. 11. Combine Systems to Paint a Detailed Picture <br />© 2011 Awareness CONFIDENTIAL<br />Should A Salesperson Call?<br />What do you say <br />online<br />What pages on our site <br />did you visit<br />What you say to us<br />directly<br />What emails did you<br />open<br />What FB pages <br />do you LIKE<br />What emails links did <br />you click<br />What did you buy<br />What drove that?<br />
  12. 12. If you can’t Sell… Amplify<br />© 2011 Awareness CONFIDENTIAL<br />Awareness<br />Consideration<br />Trial<br />Adoption/Purchase<br />Loyalty<br />Referral<br />
  13. 13. Facebook’s Recent Changes<br />Developers can register activities as part of their Facebook apps<br />David ran 6.4kms today<br />Peter baked a cake with the help of<br />Sally reviewed her iPhone 5 and gave it 5 out of 5<br />Mary bought a camera from Bestbuy<br />Facebook wants to give marketers even more information about your activities AND they don’t want you to have to context<br />© 2011 Awareness CONFIDENTIAL<br />