Social Media Marketing - Guest Presentation for Babson's Enterprise 2.0 class ( #MIS3525 )

@abelniak http://www.abelniak.com

 Introductions
 A Couple Of Definitions
 What’s The Value In This
 A Social Strategist’s Career
 Theory and Application: A Mini-review of Projects
 Objectives: Set Them Up to Knock Them Down
 How Do You Do This?
 Conclusion


image source: http://www.flickr.com/photos/uncledave981/3145772436/


image source: modified screen capture


 Alan Belniak
 http://www.abelniak.com - blog
 http://www.abelniak.com/t - Twitter
 http://www.abelniak.com/l - LinkedIn
 http://www.abelniak.com/g - Google+
 http://www.abelniak.com/d - my delicious links

 PTC (about)

 Director of Social Media Marketing


image source: Microsoft clipart


 ‘Social’ Media
 ‘New’ Media
 B2B and B2C
 Advertising and Marketing

 Take-away: It’s a Modern-day Cocktail Party


http://linkgui.de/B2B-vs-B2C


image sources: http://www.flickr.com/photos/brainfag/355239733/ ;
http://www.flickr.com/photos/ironrodart/4155664186


image source: http://www.flickr.com/photos/volcanologist/2878457358/


 Away From Advertising, Toward Marketing
 Connect With Customers and Prospects

You Think That It’s a Silver Bullet
You Think That This IsYour Marketing
Strategy


image source: http://www.flickr.com/photos/paladin27/170419601


Listen To
Conversations
Online

Take Park In
Those
Conversations

Drive That Feedback
Back to Marketing,
Sales, Product
Management, …


image source: http://farm1.static.flickr.com/82/238117060_fbc3731d88.jpg


 What aren’t they
doing right?

 Which channels
resonate with
their buyers?
image source: http://www.scottmonty.com


 How does this render
on a mobile device?

 Do I get the info I
want quickly?


 http://linkgui.de/PGillin-Customer-Service


 ‘Mobile’ isn’t
just phone…
it’s tablet, too

 People’s patience level with getting the
information they want on a mobile device is
lower than
from a desk-
top/laptop

Quote source: http://www.nuclearblogger.com/how-to-improve-your-bounce-rate-for-mobile-viewers/


https://www.facebook.com/TomassoTrattoria


 Where are they?!
 Use social data to
their advantage


 ‘Like-gating’

 Mine the
followers and
lists

 Targeted ads on
Facebook for
keywords


image source: http://www.flickr.com/photos/flakstad/3890860642/


 Tone (sentiment)
 Velocity (spread over time, URLs, trackbacks)
 Attention (duration on site)
 Participation (comments, trackbacks)
 Qualitative attributes (comments, what did they
say, what did they mean)

 These metrics may change over time
 Including the way you measure them

 The key is to align the metric to the objective


presentation source: http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi


 This is so fundamentally important that I’m
going to say it again: start with listening

 Where do your customers + prospects hang
out?
 Join the networks if required

 Listen to the conversations that are
happening


 Why are you bothering to do this? What do
you hope to learn from this?

 Where are the conversations happening?
 What are they talking about?
 What form/s of media are being consumed?


 http://www.socialmention.com
 http://search.twitter.com/advanced
 http://www.wordle.net

 https://adwords.google.com/select/KeywordToolE
xternal
 http://www.keyworddiscovery.com/search.html
 http://www.blogpulse.com/trend


image source: http://www.flickr.com/photos/lselibrary/4171839670/


You Need to Do This…
 Stop
 Listen
 Contribute and
Create (Participate)
 Engage


You Need to Do This… … BeforeYou Do This
 Stop  Sell
 Listen
 Contribute and
Create (Participate)
 Engage


image source: http://www.cityscapeabudhabi.com/Images/sponsorship-opps/Cocktail-Party-big.jpg


 Alan Belniak
 http://www.abelniak.com - blog
 http://www.abelniak.com/t - Twitter
 http://www.abelniak.com/l - LinkedIn
 http://www.abelniak.com/g - Google+
 http://www.abelniak.com/d - my
delicious links


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Social Media Marketing - Guest Presentation for Babson's Enterprise 2.0 class ( #MIS3525 )

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