The document outlines the agenda for a social media marketing class, including a discussion of articles, homework from the previous week, and an overview of key concepts like the "cardinal rules" of social media marketing. It also provides information on tools and best practices for using Twitter for business purposes.

1. THURSDAY, SEPTEMBER 1, 2011 Social Media Marketing

2. Tonight’s Agenda Article discussion Last week’s homework The Big Picture and Cardinal Rules Twitter At 7:45pm  Your Projects Shannon Juergens – MBA Business Solutions Center Key questions for your client meeting Considerations for your client meeting

3. 3-minute Pop Quiz! Everyone’s favorite thing! Get out a sheet of paper. Put today’s date and your name at the top. Write down one of the stats shared in last week’s video about the Social Media Revolution In “Should Every Business Invest in Social Media?”, an article for last week’s reading, the author gave an example of a business that perhaps shouldn’t be using SM actively, because its business is not something customers need often, and many of its customers never check out. What kind of business were they talking about? Extra credit: Name any one of my 3 pets!

4. Article Discussion WHAT YOU DO: TELL US ABOUT YOUR ARTICLE IN BROAD STROKES

5. From last week Blog entries for each group Make sure you choose articles that discuss social media and marketing Brands you’re following on Twitter Hold onto this – we’ll discuss it later tonight

6. The Cardinal Rules Big ideas we’ll return to again and again across different platforms A.K.A. the “Commandments” of Social Media Marketing

7. Be likeable a.k.a. The Cocktail Party Effect

8. Be Yourself Be Human Example of Being Human Twitter conversation Jetblue : There’s a lot of talk going around about corporate rolls in Twitter. Since this IS a conversation… What WOULD you like to see? SarahM : @jetblue, did you mean “corporate roles”? Jetblue : @SarahM sighh…yes, first role: spelling.

9. Only Leno & Letterman Should Do Monologues

10. News Travels FAST Graphic by SocialFlow.com

11. Just because you can do it all doesn’t mean you should

12. Two ears, one mouth. Use them in that proportion.

13. Tell great stories.

15. Referrals > Advertisements

16. The Cardinal Rules (pt 1) Be likeable . It’s all about the customer , not the brand. They’ll ignore you if you’re uninteresting or talk only about yourself. Be yourself . The customer will see through you in a second if you aren’t. Be human . Don’t be a faceless entity. Laugh at your mistakes. Start and always participate in two-way conversations .

17. The Cardinal Rules (pt. 2) News travels superfast . Bad and good. You can’t be everywhere and do everything; choose a few things and do them well . Listen twice as much as you talk. Be a great storyteller . A referral is worth more and is much more likely to convert to a purchase.

18. A Few Myths Social media will help to make up for a bad product, company, or organization Negative. It will actually do the opposite. *coughwalmartcough*

19. Social media will lead to overnight sales success Not so much. Building relationships takes time .

20. Social media is free. The tools may be, but building and executing a plan takes lots of time and effort.

22. Twitter: Real-time consumer engagement Born in 2006 at a podcasting company called Odeo in a small group brainstorming session. A way to “SMS to a group.” Main example: “the club I’m at is happening .”

23. Twitter: Early Days Twitter was originally “twttr” and this was its logo. Really. Twitter also had no character limit. Long messages were broken up into quasi-sequential bits, like text messages.

24. Where did 140 characters come from? Mounting costs for receiving SMS compelled them to limit message length SMS was limited to 160 – they chose 140 to allow for the username and a colon in front

25. Tipping Point 2007 South by Southwest Interactive Conference (SXSW)

26. Grow, Baby, Grow Feb. 2010 Jun. 2010 Jul. 2011

27. If you build it… The first Twitter user(s) to 1 million and 10 million followers were….

28. Answers! First to 1 million (April 2009) First to 10 million (May 2011)

29. TPS Records Paraguay over Brazil in Copa America 8,000 6,000 4,000 TPS Japanese New Year Packers win Super Bowl Japanese tsunami Osama bin Laden killed Barca over Man U in Champions League Final Mavs over Heat, NBA Finals Gm 6 2011 BET Awards Japan over US in WWC final JAN FEB MAR MAY JUNE JULY AUGUST Beyonce’s pregnancy (Yes, you should be worried about civilization)

30. Slowly but surely, business friendly May 2011: Twitter Business Tools Promoted Feeds, Tweets and Trends Estimated daily cost: $120,000

31. Slowly but surely, business friendly Account Verification Why is this important? I’ll show you…

33. URL Shortening Added June 2011 Good: Users can see where a tweet link will take them. Bye bye spammer! Bad: For tracking or analytics, you’ll still need to use a 3 rd party shortener.

34. More business tools Contributors Multiple people can tweet for a company Still trying to figure out how this works  Direct Messages Can receive them even from people the account is not following Self-serve advertising June 2011

35. Best Practices: Twitter Share. Listen. Ask. Respond. Reward. Give credit. Show big picture smarts. Use the right voice.

36. Let’s See It In Action

39. Same dude, two legs of the same flight. May have been written off as a complainer, but instead, he was helped immediately.

40. WHICH OF THE “CARDINAL RULES OF SMM” IS THIS ADDRESSING?

46. IT’S PRETTY BAD. When it’s good, it’s good. but when it’s bad…

47. The tweet was removed and KC issued an apology to everyone offended by his insensitive tweet.

48. A STUPID COMMENT, BUT CHRYSLER’S RESPONSE WAS POOR. There was no hacker. The employee assigned to Tweeting was logged into the wrong account. He was fired.

49. OOPS – ANOTHER EMPLOYEE TRYING TO TWEET TO PERSONAL ACCOUNT AND MISFIRING. A tactful, humorous reaction to an embarrassing situation. What Chrysler should have done, the Red Cross did.

50. Smart businesses join in for a good cause

52. Businessweek, October 2007

53. From: http://content.dell.com/us/en/corp/social-media-twitter.aspx

55. Twitter: The Disinformation Network “ A deranged Bizarro world where half-truths and outright lies are breathlessly given momentum.” E.g., RIP Jackie Chan Every debunk moved the trending topic up the list It’s information without context Counter it with: www.whatthetrend.com – a contextual look at TT

56. Trending on Sunday, August 28, 2011 at 4:19pm

57. Something Interesting Twitter Japan Includes advertisements

58. Breakout Groups Get into groups of 3; discuss the brands you are following Share your favorites of the list and who’s not doing it well Answer these questions about the brands being followed by people within your group Who is creating content that’s engaging? Why is it engaging? Whose content is bad? Why ? Refer back to the Twitter Best Practices Be prepared to give your answers to the class

59. RESEARCH AND KEY QUESTIONS Client Meetings

60. Client Meetings Do your RESEARCH Know your stuff before meeting with the client What networks and platforms they’re on How often they update Where/how it’s integrated into their website (do they have a website? What is it like?) What type of posts they publish Their company’s product/service/brand Have a guess as to their customer

61. Client Meetings Key questions: What is the goal for your SMM strategy? What tactics are you currently using? How do you decide what to post and when? Who will be managing your social media? How much time per day/week will this person devote? Where do you see your SMM in 6 months? 1 year? Who is your customer, aka your target audience? How old are they? Gender? What do they like? Where do they spend their time? How do you respond to negative comments?

62. Client Meetings Key questions: What do you expect from us in this project? Make sure you clarify what actions they are expecting you to take Especially with regard to representing them on SM Sign and abide by the non-disclosure agreement

63. For Next Week Reflection paper on your 10 followed Twitter brands Are they following best practices? Which ones? Which are they ignoring? How can they do better? At least 2, no more than 4 pages, double-spaced. Bring hard copy to class and turn in electronic copy on ICON. Group blog entries (2) ICON articles for Week 3 We’ll talk about: Blogs!