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An Introduction to Social Media Marketing

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The Business Case for Social Media and Why It's Worth Your Time as a Marketer. More at http://nickwestergaard.com

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An Introduction to Social Media Marketing

  1. 1. nick westergaard | branddrivendigital.com Intro to SocialThe Background and Business Case for Social Media Marketing
  2. 2. HIYA! @nickwestergaard CLEARLY INSANE
  3. 3. Photo credit: Harry Westergaard
  4. 4. BrandDrivenDigital.com OnBrandPodcast.com GetScrappyBook.com What i do …
  5. 5. SOCIAL BRAND FORUM A PREMIER DIGITAL MARKETING EXPERIENCE PROMO CODE: UIMKTG
  6. 6. #UIMKTG @nickwestergaard
  7. 7. i read the syllabus and now …
  8. 8. Some Background 1
  9. 9. the world is changing Photo via thetravelbite.com
  10. 10. the world is changing Photo via Flickr user Kevin DooleyPhoto via Flickr user zeuxis.pixelsurgery
  11. 11. neil degrasse tyson Knowing where you came from is no less important than knowing where you’re going.” “
  12. 12. A Brief 
 history
 of media
  13. 13. The Dawn of man
  14. 14. 1300MEDIEVAL TIMES
  15. 15. 1400 15001450
  16. 16. 175016501550
  17. 17. 500 YEARS OF PRINT DOMINANCE {1850 19001800
  18. 18. 1922 1941
  19. 19. 1950 1970 1990 MASS MEDIA DOMINATES MOST OF 
 THE 20th CENTURY
  20. 20. RISEOF THE INTERNET
  21. 21. 2012 NATIVE ADS FACEBOOK MOBILE 2010 TWITTER MOBILE APPS 2008 IN-TEXT ADS LINKEDIN 2007 MOBILE WEBSITES FACEBOOK YOUTUBE 2003 BLOGS (ADSENSE) 2001 POP-UPS 2000 MOBILE SMS PPC 1994 BANNER ADS EMAIL OVER the last 20 YEARS
  22. 22. TODAY there are BILLIONSpeople ON FACEBOOK
  23. 23. rogers innovation adoption curve
  24. 24. Social Media By the Numbers 2
  25. 25. 2.3 billionpeople globally access social media regularly — that’s one third of the population Source: eMarketer
  26. 26. 78% of U.s. population!
  27. 27. social media brand awareness
  28. 28. social media usage - Facebook dominates
  29. 29. but not at every demographic (12–24)
  30. 30. over one third use several times a day
  31. 31. the leading networks are visual
  32. 32. facebook dominates here too
  33. 33. 55+(think about it) fastest growing demographic on facebook?
  34. 34. 33%knowingly follow brands on 
 social media Source: Edison Research 59%Turn to Facebook first for brand information Source: The Naked Brand
  35. 35. 81%say that social posts from friends, family impact purchase decisions Source: Forbes 78%say social media posts from companies impact purchase decisions
  36. 36. who’s the leader of the pack?
  37. 37. brand equalizer social media =
  38. 38. What Does This Mean? 3
  39. 39. the age of interruption is over Photo via Flickr user .reid
  40. 40. no more Photo via Flickr user Enid Martendale
  41. 41. Photo via Flickr user _reid listening vs. talking
  42. 42. long tail Photo via Flickr user Mitchy P
  43. 43. social proof Photo via Flickr user grace2design
  44. 44. social proof in action
  45. 45. missing a word here …
  46. 46. core marketing principles still apply ‣ Strategy ‣ Execution ‣ Analysis
  47. 47. – lee clow, chairman and global director, tbwaworldwide The reality of the new media world is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.” “
  48. 48. everyone’s in marketing Photo via Flickr user Wayne Large
  49. 49. every employee is now responsible for … ‣ Branding ‣ Marketing ‣ Content creation ‣ Customer service
  50. 50. – gary vaynerchuk, vaynermedia, author of jab-jab-jab right hook If you’re not using Twitter because you’re in the camp that think it’s stupid you’re going to lose.” “
  51. 51. How We’ll Unpack Social Media Marketing This Semester 3
  52. 52. 5 uses of social media ‣ Branding ‣ Sales ‣ Market Research ‣ Customer Service ‣ Lead Generation
  53. 53. rudyard kipling I keep six honest serving men (They taught me all I knew): Their names are WHAT and WHY and WHEN and HOW and WHERE and WHO.” “
  54. 54. focus on the low-hanging fruit
  55. 55. Structure of the course Photo via Flickr user Dafne Cholet
  56. 56. each class ‣ Discussion — This Week in Social ‣ Core Lecture ‣ Activity, Case Work
  57. 57. Core Lecture topics ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
  58. 58. ‣ Facebook ‣ Twitter — plus Periscope ‣ Instagram ‣ YouTube ‣ Google+ ‣ Snapchat ‣ Pinterest ‣ LinkedIn — plus SlideShare social spotlights
  59. 59. required reading
  60. 60. Assignments & Grading ‣ Midterm Exam ‣ Final Exam ‣ Brand Case Study Review ‣ Case Reports ‣ Contribution
  61. 61. Next Steps 3
  62. 62. key take-aways ‣ Social media is changing the way we build and grow businesses and brands ‣ Not just ‘social media’ — ‘social media marketing’ ‣ We need to understand the dynamic shifts both online and off ‣ The basics still matter — strategy, execution, big picture (integration)
  63. 63. divide into teams
  64. 64. #UIMKTG @nickwestergaard
  65. 65. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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