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Facebook for Fun and Profit: the Sequel


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This is a talk I gave in March to some marketing students at the University of Montana. The topic was an overview of internet marketing/social media marketing.

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Facebook for Fun and Profit: the Sequel

  1. 1. Facebook for Fun and Profit:<br />The Sequel<br />Or<br />Scott Gray’s various assorted ways to help the business you are currently working for or may in the future work for, increase their profits by making use of Twitter, Facebook, Linkedin, Flickr, Youtube, Deviantart, Yammer, Yelp, Foursquare, and YOUR BRAIN!<br />
  2. 2. Who am i?<br />Scott Gray<br />Born in New Orleans, LA<br />Grew up in the South<br />Attended High School in Geneva, Switzerland<br />BA in CompSci from St. Mary’s College of Maryland in 04<br />MBA from the U of Montana in 09<br />Director of SEO Operations for Website Clarity<br />Founder of AlteredGames Workshop<br />Various Consulting gigs<br />
  3. 3. What are we gonna talk about?<br />Introduction<br />Technology/Terminology Overview<br />Things to Think About<br />Scenarios<br />Tips/Tricks & Resources<br />Future<br />Questions<br />
  4. 4. What is this Whole Thing?<br />Web 2.0<br />Internet Marketing<br />New Media<br />Social Media<br />
  5. 5. Introductionor Why do Companies care about Social and New Media?<br />Years to Reach 50 millions Users:  <br />Radio: <br /> 38 Years<br />TV:<br /> 13 Years<br />Internet: <br /> 4 Years<br />Facebook added 100 million users in less than 9 months<br />
  6. 6. More Facts<br />25% of search results for the World’s Top 20 largest brands are links to user-generated content<br />34% of bloggers post opinions about products & brands<br />78% of consumers trust peer recommendations<br />Only 14% trust advertisements<br />Social Media has overtaken porn as the #1 activity on the Web<br />And it’s all mostly free!<br />
  7. 7. What Technologies?<br />Social Networks<br />Blog<br />Micro-blogs<br />Social Bookmarking<br />Social Media<br />Social Review<br />
  8. 8. Social Networks<br />What is a Social Network?<br /> “a website where one connects with those sharing personal or professional interests, place of origin, education at a particular school, etc.”<br />Some Examples:<br />Facebook<br />Linkedin<br />Myspace<br />Realtown<br />Academia<br />
  9. 9. Blogging<br />What is Blogging?<br />Another from<br />“To write entries in, add material to, or maintain a weblog.”<br />Examples:<br />Blogger<br />Tumblr<br />Wordpress<br />Typepad<br />Blogsmith<br />
  10. 10. Micro-Blogging<br />“A blog that allows up to 140 character long posts. Twitter is the most popular and allows text messaging for blog postings via cell phone.”<br />Examples:<br />Twitter<br />Jaiku<br />
  11. 11. Social Bookmarking<br />Let’s try wikipedia:<br />“a method for Internet users to share, organize, search, and manage bookmarks of web resources”<br />Which means?<br />Examples:<br />Stumbleupon<br />Digg<br />Slashdot<br />
  12. 12. Social Media Sharing<br />Web 2.0 sites where shared media is the primary focus of the site<br />What’s the difference?<br />Examples:<br />Youtube<br />Flickr<br />Vimeo<br />Deviantart<br />Slideshare<br />
  13. 13. Social Review<br />a web 2.0 site on which reviews can be posted about people, businesses, products, or services<br />So?<br />Examples:<br />Yelp<br />Zagat<br />foodbuzz<br />
  14. 14. Social Amalgams<br />Web based Social Apps that borrow aspects/features from different social media platforms<br />Examples:<br />Foursquare<br />Yammer<br />
  15. 15. Line Blurring<br />Social Media Graph<br />Very hard to draw firm lines<br />Twitter feeds pulled into Facebook, Facebook pulls into Linkedin<br />User Reviews on<br />Youtube videos inserted into blogs<br />
  16. 16. Terminology<br />Traffic<br />Visitors<br />Unique<br />Content<br />Quality<br />Value Add<br />
  17. 17. What are some good Ground Rules?<br />DON’T SPAM!<br />Seriously. I mean it.<br />Don’t Spam friend invites, retweet requests, blog comment requests, etc.<br />
  18. 18. Avoid Bandwagon-itis<br />Think before you jump on any social network<br />Myspace is great for music, not for accounting<br />Find content specific social networks<br /> is specific to education<br />Think about your company’s brand<br />
  19. 19. Separation<br />Keep professional and personal separate<br />What is appropriate?<br />Think both Present and Future audience<br />Authenticity<br /><ul><li>Don’t be Fake
  20. 20. Don’t Lie
  21. 21. Don’t pass off other people’s work</li></li></ul><li>What are the Motivations?<br />Public Relations<br />Brand Development<br />MKTG/Sales<br />
  22. 22. Questions to Ask?<br />Know Your Audience<br />What is Quality Content?<br />What are appropriate social media platforms?<br />What are your Goals?<br />
  23. 23. 3 Scenarios<br />1. Mature restaurant in a city like Missoula, wants to increase brand recognition<br />2. Drink company is bringing out a new energy drink and needs to increase marketing and sales<br />3. A B2B technology security company that had some customer service problems and now is in need of severe public relations<br />
  24. 24. Social Networks<br />Restaurant [Brand Devo]<br />Facebook Group Page<br />Ning Group<br />Energy Drink [Mktg/Sales]<br />Facebook Fan Page with videos<br />Facebook App Game<br />Tech Company [PR]<br />Create Linkedin Group<br />
  25. 25. Blogging<br />Restaurant [Brand Devo]<br />Blog about recipes & cooking terms<br />Energy Drink [Mktg/Sales]<br />Shaun White posting blogs and picks of him doing cool stuff with energy drink<br />Tech Company[PR]<br />Blog about concise information on securing your data, set themselves up as a knowledge leader<br />
  26. 26. Micro-Blogging<br />Restaurant [Brand Devo]<br />Specials<br />New Recipes<br />Fresh Ingredients<br />Energy Drink [Mktg/Sales]<br />Run viral campaign of people posting twitpics of them with energy drink and ‘#’ tag<br />Tech Company [PR]<br />Target specific ‘experts’ and tweet with them<br />
  27. 27. Social Media Sharing<br />Restaurant [Brand Devo]<br />Pics of dishes, tie in with twitpic<br />Pics of regular cliens – online “hall of fame”<br />Energy Drink [Mktg/Sales]<br />Put “BEST OF” submitted twitpics<br />Shaun White, Tony Hawk, etc. drinking<br />Design competition on Deviantart for new designs<br />Tech Company [PR]<br />White papers about technology<br />Youtube video breaking down internet security<br />Update various wikipedia sites<br />
  28. 28. Social Review<br />Restaurant [Brand Devo]<br />Encourage visitors to review on Yelp<br />Energy Drink [Mktg/Sales]<br />Give awards for most innovative review<br />Tech Company [PR]<br />Post articles on slashdot and place links on sites to drive up visits<br />
  29. 29. Social Amalgams<br />Restaurant [Brand Devo]<br />Give away prizes for Foursquare Mayor<br />Energy Drink [Mktg/Sales]<br />Create a scavenger hunt with a year’s supply of energy drink at the end<br />Tech Company [PR]<br />Create a Yammer site for security professionals to increase communications<br />
  30. 30. What about Tricks?<br />Automated Content Distribution<br />Onlywire<br /><br />Social Aggregators<br />Hootsuite<br />Tweetdeck<br />Google Tools<br />Google Alerts<br />Google Live Search<br />Google Keyword Tool<br />Google Calendar<br />
  31. 31. A Few More Tricks<br />Social Graph Map<br />
  32. 32. Future<br />Apps<br />Specialized targeting programs on your smartphone<br />ARG [Alternate Reality Games]<br />Interactive merger of online and offline marketing<br />Video<br />Augmented Reality<br />Merges real world with online content<br />
  33. 33. What should You do as soon as You get home?<br />Create a blog<br />Tumblr<br /><br />Create your own with Godaddy<br />Buy a domain/url<br />Create appropriate network profiles<br />Join Groups<br />
  34. 34. Resources<br />Sites:<br /><br /><br /><br /><br />@rsgray<br />@scrappyMarketing<br />Books<br />“Web 2.0: A Strategy Guide”<br />“This is not a Game”<br />
  35. 35.
  36. 36. Resou<br />