Social Media Marketing Course Training


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Social Media Marketing Course is an introduction for an interactive undergraduate course at Lynchburg College , School of Business and Economics

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  • How the marketing tools mix Build on each other Synergize
  • Social Media Marketing Course Training

    1. 1. Social Media Marketing Class Training 2011 Lynchburg College School of Business and Economics ©2011 Dr Ira Kaufman
    2. 2. Changes in the Marketplace … Customer’s Mindset <ul><li>Globalization… Interdependence </li></ul><ul><li>Control of media; consumer is publisher </li></ul><ul><li>Conversations generate exposure, sales </li></ul><ul><li>Transparency –open source </li></ul><ul><li>Collaboration rules </li></ul><ul><li>People use technologies to get things that they need from each other, rather from corporations </li></ul>
    3. 3. Social Media Revolution
    4. 4. Old 4Ps Marketing 1.0 4Ps Value Creator Customer
    5. 5. Marketing 2.0 5Ps Value Builder - Company - Employer - Partner User Product (WEB2.0 Brand) Price ($, time, ease) Promotion (Integrated Marketing) Job Seeker Thought Leaders Participation (Conversations) Place (online, offline) Publisher
    6. 6. Marketing Rules are Changing It was It’s now Pushing message to client Pulling client to the message One way message Interactive conversation Business generated content User generated content Interrupt client- direct immediate action Engage, build relationship Attention economy Attraction economy Hard to measure results Real time metrics Coveting information Sharing information Charging for entry – block entry Giving free ebooks, product
    7. 7. Is Social Media A Hype? <ul><li>80% Adult Internet Users have used Social Media </li></ul><ul><li>72% been using Social Media < 90 days </li></ul><ul><li>Demographics +10hrs/wk: 30-39yrs (45%), 50-59 yr(39%) </li></ul><ul><li>Social Media Industry Report 2009 by Michael Stelzner </li></ul><ul><li>Total US minutes devoted to social media surged 210% (> 2008) </li></ul><ul><li>80% female Internet users are a fan of a product or brand on a social network </li></ul><ul><li>60% of Ad Agencies support clients with social media </li></ul><ul><li>76% small business not found social media useful in generating business. (Citi Survey) </li></ul><ul><li>Facebook 500 million users </li></ul><ul><li>Twitter 180 million users </li></ul><ul><li>LinkedIn 90 million users </li></ul><ul><li>YouTube 2 billion views/day </li></ul>
    8. 8. Social Media Provides Value <ul><li>Kellogg COO - we are tripling social media spending over the past three years and experiencing &quot;great returns on this investment.” </li></ul><ul><li>Tony Hsieh, CEO Zappos “ We are about 3 Cs: Clothing, Customer Service and Culture… Gross sales grew from $1.6M (2000) to $1+ billion (2008) by focusing relentlessly on customer service and culture – a potent digital marketing tool.” </li></ul><ul><li>McDonald’s “Our head of Social Media is the customer” </li></ul><ul><li>Lenovo “We achieved cost savings by a 20% reduction in call center activity as customers go to community website for answers “ </li></ul>
    9. 10. 1,700 Small Businesses on Using Social Media
    10. 11. What Are The Results? <ul><li>Generated Exposure 81% </li></ul><ul><li>Increased my Website Traffic 61% </li></ul><ul><li>Increased Search Engine Rankings 52% </li></ul><ul><li>Generated Qualified Leads 48% </li></ul><ul><li>Reduced Marketing Expenses 45% </li></ul><ul><li>Helped Me Close New Business 35% </li></ul><ul><li>*Source is Social Media Industry Report 2009 by Michael Stelzner </li></ul>
    11. 12. Rupert Murdoch 79 yrs old net worth $6.3 billion global media empire – 175 newspapers, Fox Network, 35 TV stations reach 40+% countries; internet ( ; MySpace ; Dow Jones
    12. 13. Customers Don’t TRUST <ul><li>95% do not trust advertising </li></ul><ul><li>8% trust what companies say about themselves </li></ul><ul><li>58% agree &quot;companies are only interested in selling, not necessarily the product that is right for me&quot;. </li></ul><ul><li>17% believe companies take what they say seriously. </li></ul>Your Brand: At Risk or Ready for Growth?
    13. 14. Social Media Live Update <ul><li> </li></ul>Clicking this link will show you how social media has been embraced. Notice the elapsed time.
    14. 15. Your Challenges <ul><li>What are your questions about social media? </li></ul>©2010
    15. 16. Strategy… not an Option “ Instead of researching the best ways to engage, many businesses create accounts across multiple social networks and publish content without a plan or purpose. However, businesses that conduct research will find a rewarding array of options and opportunities.” Brian Solis, Mashable, 1/11/10
    16. 17. Powerful Social Media Strategy <ul><li>Obama has 380% more </li></ul><ul><li>supporters than McCain </li></ul><ul><li>Obama: 2,379,102 supporters </li></ul><ul><li>McCain: 620,359 supporters </li></ul><ul><li>Obama has 380% more </li></ul><ul><li>supporters than McCain </li></ul><ul><li>Obama: Friends: 833,161 </li></ul><ul><li>McCain: Friends: 217,811 </li></ul><ul><li>Obama has 403% more subscribers </li></ul><ul><li>than McCain & 905% more </li></ul><ul><li>Viewers than McCain </li></ul><ul><li>“ Race” Speech 3.8 MM YouTube </li></ul><ul><li>4 MM Cable-3 channels </li></ul><ul><li>Obama has 240 times more </li></ul><ul><li>followers than McCain </li></ul><ul><li>Obama: @barackobama has 112,474 followers </li></ul><ul><li>McCain: @JohnMcCain 4,603 followers </li></ul>
    17. 18. Lessons from Obama Team ©2010 <ul><li>Give new media a seat at the strategy table </li></ul><ul><li>New digital tools are useless without a blueprint </li></ul><ul><li>Campaign requires consistency in messaging </li></ul><ul><li>Map digital landscape/conversations of targets </li></ul><ul><li>Include a call to offline action </li></ul><ul><li>Be ready to give up control to your communities </li></ul>
    18. 19. Integrated Media Marketing Strategy <ul><li>Five Steps </li></ul><ul><li>BASELINE (Assessment) </li></ul><ul><li>WHAT (Branding) </li></ul><ul><li>WHO (Strategic Positioning) </li></ul><ul><li>HOW (Marketing Mix) </li></ul><ul><li>ROI (Evaluation, Metrics) </li></ul>
    19. 20. 360 Approach
    20. 21. Branding <ul><ul><li>Develop Value Proposition </li></ul></ul><ul><ul><li>Finding your Sweet Spot </li></ul></ul><ul><ul><li>Determine Voice and Personality (logo, tagline) </li></ul></ul>
    21. 22. Marketing Mix <ul><ul><li>Develop Powerful Call to Action </li></ul></ul><ul><ul><li>Choose Tactics </li></ul></ul><ul><ul><li>Design Integrated Blueprint </li></ul></ul>
    22. 23. Integrated Media Marketing Synergize … Build on each other traditional advertising online marketing social media social public relations BUZZ
    23. 24. Track – Evaluate- ROI <ul><li>Webstats- Google Analytics </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Site activity and analysis </li></ul></ul><ul><li>Track results/call to action </li></ul><ul><ul><li>Tracking URLS </li></ul></ul><ul><li>Evaluate </li></ul><ul><ul><li>Benchmark-competition vs projections vs goals </li></ul></ul>
    24. 25. If you think and operate with new models, you will realize new results <ul><li>The next three years businesses will Integrate Marketing Strategies to realize a powerful competitive edge </li></ul><ul><li>Companies are changing how they relate to their customers </li></ul><ul><li>Are you prepared? </li></ul>
    25. 26. Integrated Media Marketing Best Practices <ul><li>Review your corporate legal framework </li></ul><ul><li>Design a strategy reflecting customer touchpoints </li></ul><ul><li>Integrate and synergize your media </li></ul><ul><li>Monitor competition’s digital footprint </li></ul><ul><li>Develop social media employee policy </li></ul><ul><li>Design a proactive crisis strategy </li></ul><ul><li>Incorporate links as metrics </li></ul><ul><li>Evaluate RGV sm (Resources Generating Value) </li></ul>
    26. 27. Social media is a means to generate conversations Stop thinking campaigns Start thinking conversations Translate conversations into Results What is Social Media?
    27. 28. Social Map
    28. 29. What Has Changed ? Barrier are lowered <ul><li>Blogging  web publishing </li></ul><ul><li>Wikis group  collaborative authorship </li></ul><ul><li>Social bookmarking and photo tagging  creating knowledge together and classification </li></ul><ul><li>Social networking  virtual communities and viral distribution </li></ul>
    29. 30. Who’s on LinkedIn? <ul><li>90 million Professionals </li></ul><ul><li>Avg income $109k </li></ul><ul><li>Avg age 37 - 52 </li></ul><ul><li>Executives from all Fortune 500 companies are LinkedIn members. </li></ul><ul><li>Entrepreneurs – 31% </li></ul><ul><li>Executives – 18% </li></ul><ul><li>Decision Makers – 42% </li></ul><ul><li>*From Advertising </li></ul>
    30. 31. Should I Be Marketing on Facebook? Yes Facebook is the #1 social destination
    31. 32. <ul><li>More than 500 million active users </li></ul><ul><li>2nd most trafficked website </li></ul><ul><li>The fastest growing demographic is those 35 years old and older </li></ul><ul><li>Average user spends 55 minutes/day on FB </li></ul><ul><li>More than 1.5 million local businesses have pages on Facebook </li></ul><ul><li>More than 20 million users become fans of Pages each day </li></ul><ul><li>The Nielsen Company found that the average time users spend using Facebook per month grew nearly 10%, topping seven hours. </li></ul>
    32. 33. What is Twitter? Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets . Tweets are text-based posts of up to 140  characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers . … From Wikipedia 180 Million users in 2011
    33. 34. Social Video <ul><li>Use video for blogs and websites, facebook, twitter </li></ul><ul><li>Create a YouTube channel </li></ul><ul><li>Syndicate Your Videos </li></ul><ul><li>Use videos for events, special services, customer service, how-to </li></ul>&quot;double the prime time audience of all three major U.S. networks combined ”
    34. 35. Social Bookmarking <ul><li>Share bookmarks </li></ul><ul><li>Collaborative knowledge gathering </li></ul><ul><li>Voting on popular posts </li></ul><ul><li>Research </li></ul>
    35. 36. About the Presenter Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently Visiting Professor, Lynchburg College School of Business and Economics. LinkedIn: Facebook:    Twitter: