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Social Media Marketing - Intro lecture&plan
The document discusses the evolution of social media and its impact on communication, emphasizing the shift from traditional monologue models to interactive dialogue approaches. It highlights the significance of social media in marketing, particularly among digital natives, and provides strategies for effective social media marketing, including community engagement and content strategy development. Additionally, it outlines a detailed plan for auditing, defining, and monitoring social media activities to achieve marketing goals.
Social Media Marketing - Intro lecture&plan
- 1. Matteo Cristofaro, Ph.D.student 30th July 2014
- 2. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014
- 3. An Umbrella termthat defines the various activities that integrate technology, social interaction and the construction of words, pictures, videos, and audio. Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 WHAT?
- 4. SOCIAL MEDIA REVOLUTION MatteoCristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 WHY? (1)
- 5. Tomorrow’s consumers areToday’s “Digital Natives” Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 WHY? (2)
- 6. 78% of thepeople trust the recommendations of other consumers While only 14% of the people trust advertisements. Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 WHY? (3) *Neilson ‘Trust in Advertising report’
- 7. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014
- 8. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014
- 9. The old communicationmodel was a Monologue Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 HOW? (1)
- 10. The new communicationmodel is a Dialogue. Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 HOW? (2)
- 11. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014 HOW? (3)
- 12. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014
- 13. The conversation prism Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014
- 14. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014
- 15. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014
- 16. TIPS FOR ABETTER USE OF FACEBOOK, TWITTER AND YOUTUBE FOR SOCIAL MEDIA MARKETING Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
- 17. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014 Create a community
- 18. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014 Chevrolet’s twitter profile UPS Customer support
- 19. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014
- 20. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014 Tips for clients
- 21. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014
- 22. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014 Explaining product Results shown
- 23. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014 - Google Analytics - Product testing
- 24. Greenpeace Campaing Matteo Cristofaro,Ph.D. student BEST Tor Vergata 30th July 2014 WHO DID SMM WRONG (1)
- 25. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014
- 26. DIESEL CAM Matteo Cristofaro,Ph.D. student BEST Tor Vergata 30th July 2014 WHO DID SMM RIGHT
- 27. Resources: its sourceprocessing on - SMM PLAN -Example 2 -Example SME ---Hales SMM Plan SMM Campaign….How to do it? 1. Auditing existing mktg activites (Successes and failures); 2. Defining The role of digital mktg within the industry; 3. Defining SMM goals (Social and business goals); 4. Defining audience (Personas technique); 5. Positioning; 6. Identifying the customer digital journey (Keywords, Web-sites..) 7. Mapping digital field; 8. Defining content strategy; 9. Choosing SN defining purpose and success metrics; 10. Assigning priority to SN that are chooosen; 11. Chossing tracking tools; 12. Defining a detailed action plan for each SN (time&activities); 13. Organizing a digital mktg team; 14. Defining the budget for SMM activities; 15. Monitoring/Understanding/Commenting activities; 16. Identifying successes and failures; 17. Looking at the feedback and making adjustements if required. Let’s have some descriptions.. AUDITING DEFINING THE FIELD MAKING STRATEGY ORGANIZING AND MONITORING
- 28. What do you wantto accomplish? WHY? Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 DEFINING THE FIELD
- 29. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014 DEFINING THE FIELD
- 30. Who do you wantto participate? How do they participate? Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 DEFINING THE FIELD
- 31. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014 DEFINING THE FIELD
- 32. •Research and findtags from many communities related to your field •Participate in conversations that help you engage new audiences and strengthen your authority positions •Use tags to organize Information and grow diverse conversations Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 MAKING STRATEGY
- 33. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014 MAKING STRATEGY
- 34. 1 Get Strategicon Your Goals Timelines: STRATEGY PROGRAM TIMING DELEGATION INVOCATION COMMUNITY CARE BEAUTIFUL CLOSING ANALYSIS & WRAPUP Know your course, deadlines, and work out a plan step by step Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 MAKING STRATEGY
- 35. Matteo Cristofaro, Ph.D.student BEST Tor Vergata 30th July 2014 http://www.social-media-analytics.it/social-media-analysis/gli-strumenti-di-analisi-utilizzati-dai-social-media-manager/ MAKING STRATEGY
- 36. 1) Resource &Staff impact; 2) Number of hours needed to succeed; Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 ORGANIZING AND MONITORING- COST DRIVERS
- 37. Blogs: 1-4 hoursper post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 ORGANIZING AND MONITORING- TIMING AND INVESTMENT NEEDED
- 38. References •Chaffrey Mayer JohnstonEllis-Chadwick.(2001). Internet Marketing. APOGEO. (Ita) •Barry Silverstein (2001). B2B Internet Marketing. APOGEO. (Ita) •Guido Di Fraia. (2011). Social Media Marketing: Manuale di comunicazione aziendale 2.0. HOEPLI. (Ita) •Dan Zarrella. (2011). The Social Media Marketing Book. O’Reilly. (Eng). •Liana Evans. (2010). Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media. Que Publishing. (Eng) •Jonah Berger (2013). Contagious: Why Things Catch On. Simon&Schuster. (Eng) Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014 Matteo Cristofaro Ph.D. student in Business Management&Accounting University of Rome 'Tor Vergata' Via Columbia,2 00133 Rome E-mail matteo.cristofaro@uniroma2.it Office +39(0)6-72595518 Fax +39(0)6- 72595804 Mobile +39 340.7038021 Home page http://economia.uniroma2.it/igf/dottorandi/72- 429/matteo-cristofaro- Linkedin www.linkedin.com/pub/matteo- cristofaro/51/695/401 Other sources on slideshare: •Social Media Marketing-Dr. Salah ElKashef •Social Media Marketing-Old Monk Ki Pujaran •Social Media Marketing Plan- Evonne Heyning •Social Media Marketing-Junior Stage Consulting