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Social Media Strategies - The Landscape

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Social Media Strategies - The Landscape

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Get a basic understanding of the social media landscape... the digital shift, relation to the traditional marketing mix, what social media is, and determine how to integrate 10 social media tools into a marketing strategy (or not).

The presentation serves to complement the social media strategies workshop that Shaun Holloway is doing in conjunction with Franklin University in Columbus, Ohio.

http://www.srholloway.com

Get a basic understanding of the social media landscape... the digital shift, relation to the traditional marketing mix, what social media is, and determine how to integrate 10 social media tools into a marketing strategy (or not).

The presentation serves to complement the social media strategies workshop that Shaun Holloway is doing in conjunction with Franklin University in Columbus, Ohio.

http://www.srholloway.com

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Social Media Strategies - The Landscape

  1. 1. Social Media Strategies The Landscape @shaunholloway | srholloway.com
  2. 2. Why Do We Care? • Social Media Revolution Video
  3. 3. Digital Transformation Previous Era New Era Targets end-users Community of end-users Monologue Communication Dialogue-based Communication Awareness Priority Engagement Upgrade Push Strategy Pull Strategy Protected Communication Transparent Communication Created by Organizations Co-created with end-users Brand Management Focus Brand Stewardship Focus
  4. 4. Emphasis on Promotion and Place The Traditional Marketing Mix Product Advertising Direct Marketing Web Marketing Social Media Marketing Personal Selling Public Relations Email Marketing Promotion Price Place
  5. 5. Definition of Social Media • There are a lot of definitions… really. • “Social media is an ever-growing and evolving collection of online tools and toys, platforms and applications that enable all of us to interact with and share information.” ~ Ann Handley
  6. 6. - All areas connect to and support one another (2-way integration) - A strong core is needed to support interconnectedness Central Website and Community Video Photos Blogs Audio Social Networks YouTube Vimeo Veoh Flickr Webshots Photobucket Picasa Slide DailyMotion Facebook LinkedIn Forums Microblogs Interest General Utterly Blubrry Interest General Sites Company Individual Institution Organic Web & Social Media Marketing Basic Model Feeds / Widgets BookmarkingEmail / Print Interest General Box Indicates EXAMPLES of Tool and Service Providers
  7. 7. 5 Second Memory Test • Look at the next slide for 5 seconds then move forward • Write down as many letters as you remember
  8. 8. JFKN AS ANAT OUP SFBI
  9. 9. Now do it again. Next slide.
  10. 10. JFK NASA NATO UPS FBI
  11. 11. Did you do better? Why?
  12. 12. • Is your content cutting through the clutter? • Is your message recognizable at a glance? • Use familiar language and be brief • Monitor trends and current events Live Newsfeed Notice Test
  13. 13. Find the “Sweet Spot” Channel AudienceContent Be selective Take your time Sweet Spot
  14. 14. - All areas connect to and support one another (2-way integration) - A strong core is needed to support interconnectedness Central Website and Community Video Photos Blogs Audio Social Networks YouTube Vimeo Veoh Flickr Webshots Photobucket Picasa Slide DailyMotion Facebook LinkedIn Forums Microblogs Interest General Utterly Blubrry Interest General Sites Company Individual Institution Organic Web & Social Media Marketing Basic Model Feeds / Widgets BookmarkingEmail / Print Interest General Box Indicates EXAMPLES of Tool and Service Providers
  15. 15. Social Media Landscape Grid – P1 • Discuss ten social media tools • Identify how good each tool performs in each of the four categories in terms of TIME and/or MONEY – WORTH IT (green) – HELPFUL (yellow) – WASTE (red)
  16. 16. Social Media Landscape Grid – P1 Target Audience Communication Brand Awareness Referral Traffic Search Engine Optimization Twitter Facebook LinkedIn YouTube Flickr Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
  17. 17. Social Media Landscape Grid – P1 Target Audience Communication Brand Awareness Referral Traffic Search Engine Optimization Reddit Pinterest Slideshare Google+ Instagram Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
  18. 18. • Now, let’s compare answers • Discuss and compare to the following labels and attributes Social Media Landscape Grid – P2
  19. 19. Social Media Landscape Grid – P2 Target Audience Communication Brand Awareness Referral Traffic Search Engine Optimization Twitter There are a number of tools to help track mentions and sentiment. Reach is broad once established Allows opportunity to engage and spread news virally. Excellent for branding and public relations management The potential is large, but over- promotion and too frequent posts can turn off followers. Find a solid balance Although tweets are good for breaking news, links provide little to no value and do not show up in search results Facebook Great for engaging people, sharing options, and participation. Use the platform to organically grow followers and/or utilize ads to grow the follower base. Do not forget to keep content interesting Excellent way to share content from the website and drive traffic. The use of share buttons continues to increase cross- shares Liking or sharing does not tend to be a long-term effect on search results. Data from this can help refine website content to optimize SEO Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
  20. 20. Social Media Landscape Grid – P2 Target Audience Communication Brand Awareness Referral Traffic Search Engine Optimization LinkedIn Engagement is possible through groups, but moderation is needed to keep them clean. Group performance and frequency vary Effective for personal branding as well as an organization with brand pages Majority of users tend not to click- through; however, what traffic comes tends to be from relevant readers from the target audience Most LinkedIn pages will rank in the top ten; however, organizations have a harder time getting there YouTube Powerful channel for quickly engaging the audience and feeding content to many vehicles Excellent tool once a catalog of video is created that collectively represents the brand and relates to the target audience Traffic primarily goes to the video, and links can be added to the description; however, embedded videos into a website help both ways Great for building links back to the website and leveraging Google’s video platform and top search engine Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
  21. 21. Social Media Landscape Grid – P2 Target Audience Communication Brand Awareness Referral Traffic Search Engine Optimization Flickr Properly tagged photosets and photos help communicate activity and showcase the message Participation is possible but not likely, but embedded photo slideshows help significantly Even with many views, the click- through rates to the website remain low While heavily indexed by search engines, proper optimization can rank well in search results Reddit When evaluating “sub-reddits,” the feedback is valuable, but reach can vary based on relevance There is little branding opportunity, as most stories are from major news sites. Images attribution is limited If Reddit likes the brand, then traffic is good. There is balance on trying too much and not enough Make the front page and many reputable sites will create links to the website Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
  22. 22. Social Media Landscape Grid – P2 Target Audience Communication Brand Awareness Referral Traffic Search Engine Optimization Pinterest Not a great platform for engaging customers due to the nature of the collections and functions Following and sharing pins can help spread the brand’s impact and encourages others to do the same Traffic generation is big, but only the website needs pinnable images Pinterest’s “nofollow” attribution on its links eliminate the value of using this as an SEO tactic Slideshare Great for organizations that utilize slide decks. Embedded presentations into website helps promotion Many ways to leverage and increase exposure. Strategically utilize the Slideshare URL to encourage traffic Very similar to YouTube in that traffic tends to stay within the network. Embedding slideshows and feeds helps Linked are nofollow, which provides no SEO benefit; however, SlideShare accounts rank highly for brand names
  23. 23. Social Media Landscape Grid – P2 Target Audience Communication Brand Awareness Referral Traffic Search Engine Optimization Google+ Communication and engagement possibilities are great, but user participation is relatively low Majority of brand searches appear in Google search results and +1’s rank highly Content can be heavily shared and influence how the content ranks. Using the +1 button helps Receiving +1’s on pages significantly helps page and site rank Instagram Little to no communication exists within the site for engagement Excellent way to show images of offerings and promote campaigns. API can push photos to sites Very difficult. Only the creative and the super curious can accomplish Most sharing of images are contained within rather than own site Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
  24. 24. Social Media Strategies The Landscape @shaunholloway | srholloway.com AP Olympics Video

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