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Dynamics of Social Media Marketing
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Simon Fraser University guest lecture that touches on social media myths, marketing examples and social media best practices.
Mark SmiciklasFollow
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Dynamics of Social Media Marketing
- 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
Editor's Notes
- 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.
- 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.
- 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).
- 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.
- 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.
- 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.
- 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.
- 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.
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