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nick westergaard | branddrivendigital.com
Intro to SocialThe Background and Business Case for Social Media Marketing
HIYA!
@nickwestergaard
CLEARLY INSANE
Photo credit: Harry Westergaard
BrandDrivenDigital.com
OnBrandPodcast.com GetScrappyBook.com
What i do …
SOCIAL BRAND FORUM
A PREMIER DIGITAL MARKETING EXPERIENCE
PROMO CODE: UIMKTG
#UIMKTG
@nickwestergaard
i read the syllabus
and now …
Some Background
1
the world is changing
Photo via thetravelbite.com
the world is changing
Photo via Flickr user Kevin DooleyPhoto via Flickr user zeuxis.pixelsurgery
neil degrasse tyson
Knowing where you came from is no
less important than knowing where
you’re going.”
“
A Brief 

history

of media
The Dawn of man
1300MEDIEVAL TIMES
1400 15001450
175016501550
500 YEARS
OF PRINT DOMINANCE
{1850 19001800
1922 1941
1950 1970 1990
MASS MEDIA
DOMINATES MOST OF 

THE 20th CENTURY
RISEOF THE INTERNET
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
TODAY
there are
BILLIONSpeople ON FACEBOOK
rogers innovation adoption curve
Social Media By the Numbers
2
2.3 billionpeople globally access social media regularly
— that’s one third of the population
Source: eMarketer
78% of U.s. population!
social media brand awareness
social media usage - Facebook dominates
but not at every demographic (12–24)
over one third use several times a day
the leading networks are visual
facebook dominates here too
55+(think about it)
fastest growing demographic on facebook?
33%knowingly follow
brands on 

social media
Source: Edison Research
59%Turn to Facebook
first for brand
information
Source: The Naked Brand
81%say that social
posts from friends,
family impact
purchase decisions
Source: Forbes
78%say social media
posts from
companies impact
purchase decisions
who’s the leader of the pack?
brand equalizer
social media =
What Does This Mean?
3
the age of interruption is over
Photo via Flickr user .reid
no more
Photo via Flickr user Enid Martendale
Photo via Flickr user _reid
listening vs. talking
long tail
Photo via Flickr user Mitchy P
social proof
Photo via Flickr user grace2design
social proof in action
missing a word here …
core marketing principles still apply
‣ Strategy
‣ Execution
‣ Analysis
– 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.”
“
everyone’s in marketing
Photo via Flickr user Wayne Large
every employee is now responsible for …
‣ Branding
‣ Marketing
‣ Content creation
‣ Customer service
– 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.”
“
How We’ll Unpack Social Media
Marketing This Semester
3
5 uses of social media
‣ Branding
‣ Sales
‣ Market Research
‣ Customer Service
‣ Lead Generation
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.”
“
focus on the low-hanging fruit
Structure of the course
Photo via Flickr user Dafne Cholet
each class
‣ Discussion — This Week in Social
‣ Core Lecture
‣ Activity, Case Work
Core Lecture topics
‣ Strategy — Planning the Work
‣ Execution — Working the Plan
‣ The Big Picture — The Digital Ecosystem
‣ Facebook
‣ Twitter — plus Periscope
‣ Instagram
‣ YouTube
‣ Google+
‣ Snapchat
‣ Pinterest
‣ LinkedIn — plus SlideShare
social spotlights
required reading
Assignments & Grading
‣ Midterm Exam
‣ Final Exam
‣ Brand Case Study Review
‣ Case Reports
‣ Contribution
Next Steps
3
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)
divide into teams
#UIMKTG
@nickwestergaard
nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more

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