Slides for Social Media Marketing class MKT805 taught in the University of San Diego's Continuing and Professional Education program. More info: http://www.sandiego.edu/onlinemarketing/

1. MKT805 Social Media
Andrew Begin
April 4, 2013
#USDmkt805

2. MKT805 Social Media
Introduction

3. About me
Director of Marketing - PINT, Inc
CT Born and Raised
Marketing & Advertising Background
Bass for The Accidentals Band
twitter: @agbegin

4. About you
Name
What you do
Why you're here
Something fun

5. About this class

6. About this class
Only four classes!
1) Thinking differently about social media "marketing"
2) Hands-on social media (workshop - computer lab)
3) Developing a social media strategy
4) Presentations
NOTE: #USDmkt805 will be our hashtag!

7. About this class
Class deliverables:
1) Social media strategy document
2) Profiles/pages for at least two social networks
3) POSTS! Tweets, status updates, photos, videos, etc.
4) Presentation - strategy, execution and metrics
@agbegin | #USDmkt805

8. Step 1: Be aware [look outside]
source: http://www.slideshare.net/webby2001/the-social-habit-2012-by-edison-research

9. MKT805 Social Media
What is Social Media?

10. What is social media?
Let’s ask wikipedia:
“Social media refers to the means of interactions
among people in which they create, share, and
exchange information and ideas in virtual communities
and networks...”wikipedia
“Social media marketing refers to the process of
gaining website traffic or attention through social
media sites.” - wikipedia

11. What is social media?
35:27

12. Social media is...
a telephone
a magnifying glass
a two-way conversation
a commitment
dangerous

13. Social media is a telephone
Social media is a medium we can use communicate to
customers for support, for sales, for marketing, and
much more. It's not just a marketing tool.
What department controls the telephone at your
company?
Don't let it ring! Participation requires listening &
responding.

14. Social media is a telephone

15. Social media is a magnifying glass
Social media can magnify both the good and the bad.
Before you engage, make sure you aren't at risk for the
latter.
ZingChart in 2010 (~60 visits per day to 2,700)

16. Social media is a magnifying glass

17. Social media is a two-way conversation

18. Social media is a commitment
source: http://www.unmarketing.com/ | @unmarketing

19. Social media is dangerous
http://blog.pint.com/2013/01/11/learning-from-social-medias-biggest-blunders/

20. Social media is a given
Conversation is happening with or without you, and you
can't control it, you can only participate
With appropriate participation you can tilt the
conversation in the right direction
Inappropriate conversation can make it worse than none
at all

21. Takeaway?
“Strategy without tactics is the slowest route
to victory. Tactics without strategy is the
noise before defeat.”
- Sun Tzu
... this class will be a balance between
strategy and tactics.

22. MKT805 Social Media
Social Media Networks
The toolbox

23. Social media networks
How do we categorize social media sites?
Audience?
Purpose?
Functionality?
... all of the above

24. Social media networks

25. Social media networks

26. Social media networks

27. Social media networks
Common functionality:
Sharing and re-sharing of content
Messaging/mentioning other individuals
Location-based tagging
Cross-network posting/integration*
*sometimes gets territorial re: content ownership.

28. Social media networks - Facebook

29. Social media networks - Facebook
What is it?
Audience: Everybody (near saturation)
Purpose: Connect with friends and family, distribute/
share content
Functionality: photos, videos, events,
public/private/group messages, brand pages

30. Step 1: Be aware [look outside]
source: http://www.slideshare.net/webby2001/the-social-habit-2012-by-edison-research

31. Social media networks - Facebook
Brands should set up a "page," not a user profile. This
allows admin rights, page insights, and user-initiated
"likes."

32. Social media networks - Facebook
What's it good for?
Lifestyle, entertainment, and other B2C-type companies
Facebook spans across all ages and demographics now,
but the content has to be relevant and timely to be
welcome.
There's a fine line between too much
and not enough

33. Step 1: Be aware [look outside]

34. Step 1: Be aware [look outside]

35. Step 1: Be aware [look outside]

36. Social media networks - Facebook
What's the latest?
Graph search: incorporating the online review/local
business recommendation
New layout: coming soon!
Hashtags! http://agbeg.in/facebookhashtags

37. Social media networks - Twitter

38. Social media networks - Twitter
What is it?
Content distribution. Information (text/photo/ video)
sharing RE: news, sports, politics, fun and more.
Functionality: text posts < 140
characters, photos, shortened
links, Vine video app

39. Social media networks - Twitter
What's it good for?
Active niches across wide range of industries and
demographics (adoption is still growing)
Open communication with nearly anybody (most
accounts are public)
Great distribution mechanism if nurtured

40. ... but will they adopt using Twitter?
Social media networks - Twitter

41. What's the latest?
Twitter Advertising: Promote your account or tweets to
gain followers
Vine app: short, 6-second video clips
"Pay by Tweet" - American Express partnership to pay
via a tweet (coming soon)
Social media networks - Twitter

42. Social media networks - LinkedIn

43. Social media networks - LinkedIn
What is it?
Audience: More specifically adopted by career-focused
individuals with more formal education
Purpose: Professional networking, hiring, recruiting,
referrals, content distribution (somewhat), groups
Functionality: robust profile editor,
networking/connection tools, company pages
featuring service descriptions, status updates,
recommendations

44. Social media networks - LinkedIn
What's it good for?
More formal networking online
Lead generation: targeted search mechanism
(especially for paid accounts)
"Who's viewed your profile" may open doors

45. Social media networks - LinkedIn
What's the latest?
Content push: Richard Branson, Tim O'Reilly, and other
content contributers
Different paid models for specific functionality (sales,
recruitment)
We shall see when the dust settles

46. Social media networks - YouTube

47. Social media networks - YouTube
What is it?
Most popular video upload site (Others include Vimeo,
Dailymotion)
Content publishing primarily (distribution often happens
elsewhere via embed)
A search engine

48. Social media networks - YouTube
What's it good for?
Content sharing - tutorials & how-tos, product demos,
company culture

49. Social media networks - YouTube
What's the latest?
Bought by Google in 2006; is becoming increasingly
integrated over time with other Gmail products
Youtube advertising allows hyper-targeted ads
Partnering for live video (Presidential debate)
Live Google Hangout streaming

50. Social media networks - Google+

51. Social media networks - Google+
What is it?
The social "layer" of Google's platform (Gmail,
Calendar, YouTube, Now, etc.)
Competitor to Facebook

52. Social media networks - Google+
What's it good for?
To be determined; it has yet to secure the market
despite claims of widespread usage ("platform" logins)
SEO implications of posting updates/content through
Google
"+1" - Similar to Facebook "Like" but gets incorporated
into search engine results

53. Social media networks - Google+
What's the latest?
Google+ for Enterprise? http://www.altimetergroup.
com/2012/08/google-the-new-enterprise-social-network.
html
Google Now - automated recommendations, reviews,
notifications and more

54. Social media networks - Pinterest

55. Social media networks - Pinterest
What is it?
Social photo bookmarking site
Vast majority of users are women (90%)
Traffic generator (for the right business/purpose)

56. Social media networks - Pinterest
What's it good for?
Enabling sharing and bookmarking (you don't have to
do all the work)
Highly visual products & services
Referral traffic & reaching new audiences that may not
necessarily be "looking" for your product
Build a following

57. Social media networks - (new) Myspace

58. Social media networks - (new) Myspace
What is it?
Social network targeted at younger, creative/music-
oriented audience
Justin Timberlake as Creative Director
Music player

59. Social media networks - (new) Myspace
What's it good for?
Still early to tell
Selling/purchasing music?
Entertainment/lifestyle brand engagement?

60. Social media networks - Foursquare

61. Social media networks - Foursquare
Foursquare
Primarily for location-based businesses
Relies heavily on gamification, rewards
People have likely already checked in at your business
(customers or employees)
You may "claim" your location

62. Social media networks - Yelp

63. Social media networks - Yelp
Yelp
Online reviews for local businesses and services
(including chains/franchises)
Like Foursquare, primarily for location-based
businesses
There may be comments about your business
on the site already
NEW: "ROI Calculator"

64. Social media networks - Instagram
What is it?
Photo sharing app (originally for iPhone)
Part of the simplification wave of networks and
applications (do one thing well)

65. Social media networks - Daily deals sites
What is it?
Agree to significantly discount (50%) your product/
service for being promoted to a large audience
Blessing and a curse - deal shoppers often have little to
no brand affinity

66. MKT805 Social Media
Social Media Terminology

67. Social media terminology
Handle (Username)
A "handle" is a username that uniquely identifies
users on a given social network.

68. Social media terminology
Avatar
The image or photograph used for identification on
social media networks. Nearly all social media networks
use avatars.

69. Social media terminology
Bio
Networks provide varying levels of space for "About Us"
type information. The important thing across networks is
to be clear about who you are and what you will be
posting (or not). Keep SEO in mind!

70. Social media terminology
Mention
When you insert another user's handle into a message
of your own, that user is typically notified that they were
"mentioned," or tagged, in a post.

71. Social media terminology
Mention (continued)

72. Social media terminology
Hashtag
Hashtags are a way of "tagging" or categorizing
information and discussions in social media. "Hash"
implies that a pound sign (#) precedes the keyword(s).

73. Social media terminology
Hashtag (continued)
● Discussing events: #grammys, #superbowl, #SOTU
● Causes: #occupy, #sopa, #relayforlife
● Describing a tweet: #sarcasm #NSFW #LOL
● Marketing: #McDStories, #justdoit

74. Social media terminology
Retweet (RT)
Retweeting is when you share another person's
message to your own followers.
Original
Retweeted by @uofsandiego (non-modified, pass through)

75. Social media terminology
Retweet (continued)
Many Twitter apps enable users to modify the text of a
retweet to add comments, an answer or otherwise (in
some cases, changing to MT is appropriate etiquette).
Original
Retweeted and modified by @flea333 (Red Hot Chili Peppers)

76. Follow, Friend, Like, Connect, Subscribe
Most social networks allow users to connect or follow
one another (privacy restrictions aside). For brand
accounts, approval is usually not necessary.
Social media terminology

77. Influencer
An influencer is somebody (usually within a specific target
audience) who has a strong social media following.
Social media terminology

78. Short URL
Sites often automatically shorten links for lower character
count and tracking abilities
http://agbeg.in/ZhB5q6
Social media terminology

79. MKT805 Social Media
Social Media Influencers
People to Follow

80. People to follow - social media/marketing
Jay Baer - @jaybaer
Scott Stratten - @unmarketing
Tom Webster - @webby2001
John Jantsch - @ducttape
Hubspot - @hubspot

81. People to follow - san diego
San Diego Magazine - @SanDiegoMag
City Beat - @SDCityBeat
San Diego County - @SanDiegoCounty
KPBS - @KPBS
Protip: many reporters live on twitter.

82. People to follow - industry x
Many B2B and B2C industries have a
presence on Twitter, LinkedIn, Facebook or
other more specific networks.
Let's try exploring one...

83. MKT805 Social Media
Crafting a Strategy Part I
Research

84. How social media fits into your ecosystem

85. Step 1: Be aware [look inside]
Who is our company?
● personality/brand
● structure (personnel)
● structure (services/products/departments/
locations/business lines)
● industry (*legal implications*)

86. Step 1: Be aware [look inside]
Who is our audience?
● demographic
● psychographic
● social media participation? (where, how,
when)

87. Step 1: Be aware [look outside]
What's already being said about your
company?
Search Google, Twitter, Facebook, Yelp
*Pro-tip: set up Google alerts

88. What are your competitors doing?
Step 1: Be aware [look outside]

89. What are your audiences doing online?
Target Audiences (customers, partners)
Industry Publications
Influencers
Step 1: Be aware [look outside]

90. Social media gives you access to
information you wouldn't have easy access
to in the past:
What do your customers think of you?
What do they think of the competition?
What are they looking for?
Step 1: Be aware [look outside]

91. Understanding your social media landscape
can be done without sharing a single thing.
Listen first. Assess and strategize, and then
execute.
Step 1: Be aware [look outside]

92. Break into groups of three and complete the
discovery worksheet.
Breakout session: information gathering

93. MKT805 Social Media
Crafting a Strategy Part II

94. Step 2: Plan for useful engagement

95. Objectives: what does success look like?
● Raise awareness
● Increase number of leads
● Increase customer satisfaction
Step 2: Plan for useful engagement

96. Social metrics and measurement
● How important is follower count?
● Engagement metrics (RT, mentions)
● Tracking social media successes
Step 2: Plan for useful engagement

97. Do we need multiple accounts for
locations? business lines? content?
People?
Examples:
● http://www.nytimes.com/twitter
● http://www.sandiego.
edu/directory/social_networking.
php
● https://twitter.com/twitter/more-
twitter-accounts/members
Step 2: Plan for useful engagement

98. What will be the voice of the
accounts?
Fun, whimsy?
Official and stern?
Step 2: Plan for useful engagement

99. Pick your networks wisely.
Will you integrate accounts to post to one-
another? (a time-saver, but will duplicate
posting turn-off your audience?)
Step 2: Plan for useful engagement

100. Creating usernames - consistency is king
● What accounts are available? http:
//namechk.com/
● Be descriptive and guessable
● Keywords matter
Step 2: Plan for useful engagement

101. Develop a strategy (content strategy)
● Who will be responsible to post?
● How often?
● What topics/content guidelines?
Step 2: Plan for useful engagement

102. SEO in Social?
● All your Search Engine Marketing
knowledge DOES apply on social
● Facebook, Twitter, LinkedIn, Yelp, others
have search functionality
● Tweets get indexed!
Step 2: Plan for useful engagement

103. How will you promote your accounts?
● Link or embed onto your website?
● Print on offline materials? (use URL!)
● Run promotions/contests?
● Buy?
Setting up your accounts

104. Create a social media policy: who posts,
how, when, in what voice
http://youtu.be/YRMD7U8DMEI (Jay Baer)
Step 2: Plan for useful engagement