Social Media Web Marketing Nov 2009 Wk4


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This five day workshop looks at the phenomenon called Web 2.0 as a "Super User" not a developer, visiting integrated web services, social technologies and resources applying them directly to business. We explore free online business tools, the usefulness of Social Networking, subscriber multi media platforms and collaborative wikis with business in mind.

Practical sessions will enable students to embed badges and widgets to their own web sites and gain a perspective of the dynamic content possible when commissioning a bespoke site from a web design company.
The course also looks at business attitudes to IT, particularly Fun vs. Work, security, personal identity, behaviour and etiquette taking a look at the debate around Internet morality and ethics in a world of faceless communication mediums.

This course introduces the concepts of extracting, embedding, aggregating and linking to and from social media platforms sharing content for business benefit encouraging promotion of a band across multiple user environments in the context of the Internet and the World Wide Web. The course provides students with an understanding of how Web 2.0, social media and online world has evolved and which technologies currently contribute to creating successful businesses online interaction specifically for them.

Week 4
- Making Media
-Customer Feedback
- Polls and opinions
- Social media analytics and measurement
- Repercussions, Ethics and Online Etiquette
- Successful campaigns and pitfalls to avoid
- Codes of best practice
- Making social media work
-- Identifying key players and stakeholders
-- Training, Orientation, access and roles
-- HR and social media

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Social Media Web Marketing Nov 2009 Wk4

  1. 1. Social Media Web Marketing Week 4
  2. 2. <ul><li>Making Media </li></ul><ul><li>Customer Feedback - Polls and opinions </li></ul><ul><li>Social media analytics and measurement </li></ul><ul><li>Repercussions, Ethics and Online Etiquette </li></ul><ul><li>Successful campaigns and pitfalls to avoid </li></ul><ul><li>Codes of best practice </li></ul><ul><li>Making social media work </li></ul><ul><ul><li>Identifying key players and stakeholders </li></ul></ul><ul><ul><li>Training, Orientation, access and roles </li></ul></ul><ul><ul><li>HR and social media </li></ul></ul>On the menu today!
  3. 3. The 7 Roads of Social Media <ul><li>Generate new leads? </li></ul><ul><li>Provide customer service? </li></ul><ul><li>Improve customer retention? </li></ul><ul><li>Increase your knowledge? </li></ul><ul><li>Align with your competitors? </li></ul><ul><li>Establish your authority as an expert? </li></ul><ul><li>Do business more productively? </li></ul>
  4. 4. … and Web 2.0? Harnessing Collective Knowledge Rich User Experience More Channels of Communication
  5. 5. Enterprise 2.0 – In the workplace
  6. 6. Not so New Media. <ul><li>Networking Skills </li></ul><ul><li>Promotional Marketing </li></ul><ul><li>Management and Leadership </li></ul><ul><li>Team work and Collaboration </li></ul>
  7. 7. Time <ul><li>Email updates </li></ul><ul><li>Text updates </li></ul><ul><li>Voice to Text </li></ul><ul><li>Task Management </li></ul><ul><li>Synchronised Aggregation </li></ul><ul><li>User Generated Content </li></ul><ul><li>RSS </li></ul>
  8. 8. Integration - Push and Pull <ul><li>Tagging </li></ul><ul><li>Embedding </li></ul><ul><li>Sharing </li></ul><ul><li>Connecting </li></ul><ul><li>Badges </li></ul><ul><li>Widgets </li></ul><ul><li>RSS </li></ul>
  9. 9. Stay Connected 3G smart phone JOIKUSPOT premium Notebook PC or Mac Mobile Broadband
  10. 10. Mobile Media
  11. 11. Making Media <ul><li>Photos </li></ul>
  12. 12. Making Media <ul><li>Audio podcasts </li></ul>
  13. 13. Making Media <ul><li>Video </li></ul>
  14. 15. Strong Foundations <ul><li>Discussions need listening to. </li></ul><ul><li>Networks need nurturing. </li></ul><ul><li>Sharing needs encouraging. </li></ul><ul><li>News need broadcasting. </li></ul>
  15. 16. Customer Service <ul><li>Contact </li></ul><ul><li>Comments </li></ul><ul><li>Opinions </li></ul><ul><li>Support </li></ul><ul><li>Incentives </li></ul><ul><li>Rewards </li></ul>
  16. 17. Same tasks… different tools
  17. 18. Digital WOM <ul><li>Share This </li></ul><ul><li>Add This </li></ul>
  18. 20. Guidelines and Standards <ul><li>Aug 2008 </li></ul><ul><ul><li>Mitch Joel began his blogged enquiry which began the Best Practices In Social Media Marketing Writing Project </li></ul></ul><ul><li>Dec 2008 </li></ul><ul><ul><li>MarketingSherpa surveyed social media marketers about the effectiveness of their practices. </li></ul></ul><ul><li>April 2009 </li></ul><ul><ul><li>Social Media Marketing and PR: Benchmarks and Best Practices is published - Exec Summary ($198 to download) </li></ul></ul><ul><li>July 2009 </li></ul><ul><ul><li>E-marketer write a summary Social Media Best Practices using stats and graphs from the April 2009 publication. </li></ul></ul>
  19. 21. Best Practice <ul><li>First rule of law school… </li></ul><ul><li>… don’t blog about law school. </li></ul><ul><li>Mar 2009 </li></ul><ul><ul><li>A group of law students in Iowa began laying ground rules and establishing codes of practice to apply to their social media activity. </li></ul></ul>
  20. 22. Codes of Conduct <ul><li>“ I am not talking about creating lawyers who walk around with a mini-computer in one hand and an iPhone in the other.  </li></ul><ul><li>Lawyers need to utilize new technologies to become more effective storytellers in the courtroom, better communicators with clients and other attorneys, and better promote the legal profession.  </li></ul><ul><li>To be an effective lawyer today, it would almost be malpractice to not take advantage some of the new technologies available.  Our clients demand and deserve better.” </li></ul><ul><li>Rex Gradeless </li></ul>
  21. 23. Old adages… <ul><li>Be more like the tortoise instead of the hare. </li></ul><ul><li>Slow and steady wins the race. </li></ul><ul><li>Advertising is the hare… </li></ul><ul><li>Social Media is the tortoise. </li></ul>The Best Practices in Social Media Marketing Writing Project – 27 Aug 2008
  22. 24. Mutual Respect <ul><li>Company-Customer Pact Wiki </li></ul>
  23. 26. What Is the ROI of Social Media? <ul><li>Customers and Clients choosing to engage with you content is priceless </li></ul><ul><li>ROI (return-on-investment) becomes ROE (return-on-engagement) </li></ul><ul><li>Social Media is free – but your time, technology, and resources are not </li></ul><ul><li>If we can track clicks and comments, we can put a price tag on them, however speculative </li></ul><ul><li>This means that the ROI/ROE of Social Media can be calculated </li></ul>
  24. 27. Measuring the ROI of Social Media <ul><li>Attention = traffic </li></ul><ul><li>Participation = comments, ratings, etc. </li></ul><ul><li>Authority = Technorati rating, Search rank, inbound links, trackbacks </li></ul><ul><li>Influence =subscribers, fans, followers </li></ul><ul><li>Sentiment = largely immeasurable </li></ul>
  25. 28. What is being measured? <ul><li>Campaign </li></ul><ul><li>Goals </li></ul><ul><li>Promotion </li></ul><ul><li>Cost to create (including time spent) </li></ul><ul><li>Reaction </li></ul>Slideshow and accompanyingblog post demonstrating ROI
  26. 29. Adding Perspective <ul><li>Visitor time spent on the site at the target media </li></ul><ul><li>Flickr and Twitter views </li></ul><ul><li>View from embeds </li></ul><ul><li>URL shortener clicks </li></ul><ul><li>Every interaction is priced (minimum consumption time + minimum decision-making time) </li></ul>Figures taken from an original presentation created by Julie Delvaux
  27. 30. ROI Price List <ul><li>Unique visit to the blog post - £1 ( timed by av. time on post) </li></ul><ul><li>Each returning blog visit - £1.50 </li></ul><ul><li>A view on SlideShare (excl. embeds) - £1 </li></ul><ul><li>A view from embeds - £2 </li></ul><ul><li>A view of the screen grab on Flickr - £0.50 </li></ul><ul><li>A view of the link on Twitter/ - £0.50 </li></ul><ul><li>A comment - £1.50 </li></ul><ul><li>A SlideShare download - £1.50 </li></ul><ul><li>A fave on SlideShare - £1.50 </li></ul><ul><li>An embed from SlideShare - £1.50 </li></ul><ul><li>A Flickr click-through - £1.50 </li></ul><ul><li>A Twitter click-through - £1.50 </li></ul>
  28. 31. ROI – Worth vs. Return <ul><li>Can you relate social media engagement to purchases? </li></ul><ul><li>What metric are currently in place to measure existing business ROI? </li></ul><ul><li>What is your goal with each social media campaign? </li></ul><ul><li>How are you going to measure the goal? </li></ul><ul><li>Does authority and reputation have a monetary equation? </li></ul>
  29. 32. Making Social Media Work <ul><li>Focus using the 7 Roads </li></ul><ul><li>Schedule time </li></ul><ul><li>Assign worth </li></ul><ul><li>Establish a baseline </li></ul><ul><li>Pick your platforms </li></ul><ul><li>Develop guidelines and a code of practice </li></ul><ul><li>Set ROI goals </li></ul><ul><li>Value ROE </li></ul>
  30. 33. Next time <ul><li>1 web article connected to your industry you would like to encourage your boss to read. </li></ul><ul><li>1 web article you would recommend as informative to your customers. </li></ul><ul><li>Review the learning outcomes </li></ul>After lunch course evaluation in the form of a podcast / video discussion