Shi! Happens 2.0
11.4.10
@pennerj
www.juliepenner.com/blog
MBA/JD
#cumarketing
Come See the Zombie Side of Sears
Sephora’s
Sephora Claus
http://www.sephoraclaus.com/
Social media is media designed to be disseminated
through social interaction, created using highly
accessible and scalable...
the Shift is Fundamental
one to one = conversation one to many = broadcasting
many to many = coordinated communication?
Traditional Media Social Media
Timing Filter then Publish Publish then Filter
Supervision Planning Coordination
Content
Cr...
BEST PRACTICE:
INTEGRATE
OLD & NEW MEDIA
Leads to Prospects
Visitors to Leads
Prospects to Customers
A Word About Defensive Social Media
http://www.youtube.com/
watch?v=5YGc4zOqozo
BEST PRACTICE:
USE THE SAME
LANGUAGE
AS TRADITIONAL
MEDIA
Strategy Tactics
People Objectives
http://blogs.forrester.com/groundswell/
Where are you on the technographic profile?
http://
www.forrester.com/
Groundswell/
ladder.html
Where are you on the technographic profile?
www.forrester.com/Groundswell/
profile_tool.html
Pyschographic
Demographic
Behavioral
People = Audience
People = Audience
l"ten first
Listening = Research
Listening Tools
join in
Talking = Marketing
Guest
Blogging
Energizing = Sales
http://www.youtube.com/watch?v=qg1ckCkm8YI
Blendtec’s
Will it Blend?
http://heathbrothers.com/resources/
Supporting = Support
http://
createforums.irobot.com/
http://getsatisfaction.com/unitedairlines
http://getsatisfaction.com/southwestairlines
Embracing = Development
http://www.threadless.com/submissions
http://www.nakedandangry.com/design
https://www.quirky.com/ideas/new
1. Dedicate a Social Media Email
2. Inter-connect Platforms
3. Lead from the Top, but Have 1 Leader
3. Create Social Media...
Twitter Interfaces
www.cotweet.com
www.tweetdeck.com
Tweetdeck or Tweetie
www.seesmic.com
case Study
Acquisition
Retention
Referral
Use Science
Use Stories
Use Sleep Data
http://blog.myzeo.com/
http://twitter.com/#!/zeo
http://www.youtube.com/user/ZeoSleepCoach
http://www.facebook.com/myZeo
h...
Social media marketing class
Social media marketing class
Social media marketing class
Social media marketing class
Social media marketing class
Social media marketing class
Social media marketing class
Social media marketing class
Social media marketing class
Upcoming SlideShare
Loading in …5
×

Social media marketing class

904 views

Published on

Prof. Campbell's Social Media Marketing Class - Shift Happens 2.0

Published in: Technology
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total views
904
On SlideShare
0
From Embeds
0
Number of Embeds
148
Actions
Shares
0
Downloads
25
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

Social media marketing class

  1. 1. Shi! Happens 2.0 11.4.10
  2. 2. @pennerj www.juliepenner.com/blog MBA/JD #cumarketing
  3. 3. Come See the Zombie Side of Sears
  4. 4. Sephora’s Sephora Claus http://www.sephoraclaus.com/
  5. 5. Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques
  6. 6. the Shift is Fundamental
  7. 7. one to one = conversation one to many = broadcasting many to many = coordinated communication?
  8. 8. Traditional Media Social Media Timing Filter then Publish Publish then Filter Supervision Planning Coordination Content Creators Professionals Amateurs Style Broadcast OR Conversation Broadcast AND Conversation Costs High Low Process Ordered (like making a car) Ordered Chaos (like making a coral reef) Size Large Groups Small and Medium Groups Conversation To Customers With and Between Customers
  9. 9. BEST PRACTICE: INTEGRATE OLD & NEW MEDIA
  10. 10. Leads to Prospects Visitors to Leads Prospects to Customers
  11. 11. A Word About Defensive Social Media http://www.youtube.com/ watch?v=5YGc4zOqozo
  12. 12. BEST PRACTICE: USE THE SAME LANGUAGE AS TRADITIONAL MEDIA
  13. 13. Strategy Tactics People Objectives
  14. 14. http://blogs.forrester.com/groundswell/
  15. 15. Where are you on the technographic profile? http:// www.forrester.com/ Groundswell/ ladder.html
  16. 16. Where are you on the technographic profile? www.forrester.com/Groundswell/ profile_tool.html
  17. 17. Pyschographic Demographic Behavioral People = Audience People = Audience
  18. 18. l"ten first Listening = Research
  19. 19. Listening Tools
  20. 20. join in Talking = Marketing
  21. 21. Guest Blogging
  22. 22. Energizing = Sales
  23. 23. http://www.youtube.com/watch?v=qg1ckCkm8YI Blendtec’s Will it Blend?
  24. 24. http://heathbrothers.com/resources/
  25. 25. Supporting = Support
  26. 26. http:// createforums.irobot.com/
  27. 27. http://getsatisfaction.com/unitedairlines http://getsatisfaction.com/southwestairlines
  28. 28. Embracing = Development
  29. 29. http://www.threadless.com/submissions http://www.nakedandangry.com/design https://www.quirky.com/ideas/new
  30. 30. 1. Dedicate a Social Media Email 2. Inter-connect Platforms 3. Lead from the Top, but Have 1 Leader 3. Create Social Media Guidelines 4. List Your Influencers - (w/ Social Media Info) 5. Create a Social Media Action Plan and Calendar 6. Develop an Internal Social Media Policy #eal Strategies
  31. 31. Twitter Interfaces www.cotweet.com www.tweetdeck.com Tweetdeck or Tweetie www.seesmic.com
  32. 32. case Study
  33. 33. Acquisition Retention Referral
  34. 34. Use Science Use Stories Use Sleep Data
  35. 35. http://blog.myzeo.com/ http://twitter.com/#!/zeo http://www.youtube.com/user/ZeoSleepCoach http://www.facebook.com/myZeo http://itunes.apple.com/us/app/myzeo-sleep-viewer/ id373587044?mt=8

×