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The Dynamics of
Social Media Marketing
Simon Fraser University Guest Lecture
Business 343 Cohort
Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1
Hello
Lecture Overview
1
• Social Media Elements
• Marketing Impact and Mythology
2
• Social Media Examples
3
• Best Practices
• Social Media Measurement
4
• Questions and Discussion
Social Media is made
up of five key elements
These dynamics have had
an impact on marketing
Before digging in, it helps
to understand some of the
mythology around social media
Social Media Myths
Social Media is Free
Source: http://www.flickr.com/photos/ikoka/3002416927/
Social Media Myths
Social Media is a Quick Fix
Source: http://www.flickr.com/photos/thatguyfromcchs08/2300190277/
Social Media Myths
Social Media is the Magic Potion
Source: http://www.flickr.com/photos/pasukaru76/3549373587/
Social Media Myths
Social Media Works for Every Organization
Source: http://www.flickr.com/photos/nakrnsm/3898384586/
Social Media Myths
Social Media is All About the Tools
Social Media Myths
Quantity Rules
Social Media Myths
Social Media Belongs in the
Marketing Department
Source: David Armano, Edelman 2010, EdelmanDigital.com
Social Media Myths
Social Media Can’t Be Measured
Source: http://www.flickr.com/photos/nickwebb/2973525619/
How are organizations
integrating social media into
their existing strategy?
How are organizations integrating social media into their existing strategy?
Brand Engagement
How are organizations integrating social media into their existing strategy?
Promotions
How are organizations integrating social media into their existing strategy?
Product Features
How are organizations integrating social media into their existing strategy?
Selling
How are organizations integrating social media into their existing strategy?
Issue Resolution
How are organizations integrating social media into their existing strategy?
Customer Service
How are organizations integrating social media into their existing strategy?
Product Demos
How are organizations integrating social media into their existing strategy?
Activation
How are organizations integrating social media into their existing strategy?
Contests
How are organizations integrating social media into their existing strategy?
Demonstrating Quality
How are organizations integrating social media into their existing strategy?
Building Social Proof
How are organizations integrating social media into their existing strategy?
Brand Humanization
How are organizations integrating social media into their existing strategy?
Coupons
How are organizations integrating social media into their existing strategy?
Loyalty
What best practices lead to the
effective use of social media?
BEST PRACTICE
Think Strategy Before Tools
• SpecificS
• MeasureableM
• AttainableA
• RelevantR
• TimelyT
BEST PRACTICE
Set Social Media Objectives
BEST PRACTICE
Assess Your Social Capacity
BEST PRACTICE
Understand Your Audience
BEST PRACTICE
Embrace Consumer Empowerment
BEST PRACTICE
Manage the Noise
BEST PRACTICE
Analyze Competitor Activity
BEST PRACTICE
Don’t Fly Blind – Listen/Monitor
BEST PRACTISE
Interact First – Sell Second
PLAN
CREATE
Write
Review
Revise
Approve
Publish
Store
Delivery
Display
GOVERN
Maintain
Measure
Source: Content Strategy and the Future of Marketing, Kristina Halvorson, Brain Matters
BEST PRACTISE
Have a Content Strategy
BEST PRACTICE
Build Relationships
BEST PRACTICE
Plan “Engagement Scenarios”
BEST PRACTICE
Leverage Employee Participation
BEST PRACTICE
Filter Channels to Gain Value
BEST PRACTICE
“Enable” Brand Communities
BEST PRACTICE
Bridge Digital with F2F
BEST PRACTICE
Learn to Swim in the Social Media Pool
BEST PRACTICE
Understand the Ethical Scale
Guidelines Training Support
BEST PRACTICE
Govern Your Social Media Program
Can organizations quantifying
the value of social media?
ANALYTICS FRAMEWORK
No Shortage of Measurement Tools
• S.M.A.R.T ObjectivesAlign
• Don’t just use a single
measurement – combine metrics1+1+1
• More Twitter followers will lead to
increased SalesTheory
• What do you measure now?Culture
ANALYTICS FRAMEWORK
Measurement Ground Rules
Source: Radian6.com
ANALYTICS EXAMPLE
Measuring Sales
Source: Radian6.com
Attribution
Measure sales
directly via a social
media channel (Dell)
Correlation
Cross reference
sales with social
media activity
The Dynamics of
Social Media Marketing
Simon Fraser University Guest Lecture
Business 343 Cohort
Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1

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Dynamics of Social Media Marketing

Editor's Notes

  1. Many of the tools and services are free, but there are expenses and opportunity costs associated with the time and labour. In order to effectively manage your social media initiatives, be prepared to invest some ongoing staff hours.
  2. The power of social media lies in the ability to connect with your audiences. Whether it’s internal staff, customers or other stakeholders, building trust and a level of engagement with your community is an organic process. There are some “quick wins” to be had, but don’t expect deep impact overnight.
  3. Social media is not a cure all for anything that might ail your organization. The reality is that challenges you might have in areas such as culture, service, quality, etc. tend to get exposed by social media. Be prepared to take an honest look in the mirror before jumping in – Do you like what you see? (If not, see the next point).
  4. Social media is great if your organization has the right mindset i.e. passionate about your customers, interested in the opinions of your stakeholders, want to add value to relationships, motivated to engage with your target audience, etc. BUT, if your organization hoards information, operates in silos, has a “closed” culture, and doesn’t really care about its customer, social media may not be right for you.
  5. The creative and fun parts of social media are often related to the tools – the tactics and campaigns that make the medium come to life. However, tools without purpose are useless. Take the time to understand how social media can be used to help your organization achieve its business goals and be prepared to ask WHY you’re using a specific tool.
  6. Social media may have its “roots” in the marketing department but it’s important to recognize its impact across the organization. Each department can use social technology to become more effective in connecting with internal and external audiences.
  7. Social media may have its “roots” in the marketing department but it’s important to recognize its impact across the organization. Each department can use social technology to become more effective in connecting with internal and external audiences.
  8. There are a number of free (and paid) tools and services available to measure social media activity and performance. As with any initiative, it helps to understand which metrics are important to your organization and how they tie back to your business goals.