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Social Media in the Marketing Mix

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Bob Johnson, Ph.D.
Bob Johnson, Ph.D.

Updated version of an earlier presentation, with January stats for social media use and new examples from Calvin College and Michigan State University.

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Social Media in the Marketing Communications Mix ACT Michigan 2010 Annual Conference East Lansing, MI 2 February 2010
Who is Bob Johnson, Ph.D.? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What does this mean? ,[object Object]
YouTube, Flickr, Twitter for Ford… http://fiestamovement.com/
New prominence in higher ed… http://www.connectionsforlife.ubc.ca/community-tools.html http://home.bates.edu/views/social/
► Critical point to remember… ,[object Object],[object Object]
Social Media “Groundswell”… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media site traffic… Jan 16, 2010 http://www.hitwise.com/resources/data-center.php ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
► Most people are “spectators”… http://www.forrester.com/Groundswell/profile_tool.html ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Is “Social Media” a marketing tool? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Three levels of marketing… Alex Brown at http://www.zehno.com/news-resources/?p=2532 Free Marketing Social media discussions, word-of-mouth, etc. Engagement Marketing Web 2.0, Facebook fan page, Twitter, YouTube, etc. Traditional Marketing Website 1.0, Advertising, PR, Special Events
Two examples from Michigan… ,[object Object],[object Object]
Facebook… MSU Spartans w/38,894 fans…… Calvin w/4,604 fans
Facebook specialist pages… MSU College of Music w/687 fans….. Calvin Careers w/275 fans
YouTube results… MSU w/38,700............ Calvin w/1,610
Twitter… Michigan State w/3,187 followers….. Calvin w/2,017 followers
Facebook… ,[object Object],[object Object]
► Increase Facebook audiences… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Encourage Facebook fans… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Review: University of Phoenix Facebook… 27,040 fans Twitter… 2,085 followers LinkedIn… 3,459 alumni in 7 groups
From an obscure home page link… http://www.phoenix.edu/students/online_communities.html
Start people at the “Wall”… 8,678 fans on 21 May 2009… 27,040+ in January 2010
► No fear of “Discussions”… Where is my Pell Grant money ?
Getting personal on Twitter… @danportnoy has 1,375 followers
Building Brand on MySpace… http://www.myspace.com/universityofphoenix
Building Brand on YouTube… http://www.youtube.com/universityofphoenix
Building brand on LinkedIn… 1,926 alumni in May 2009… 3,459 in January 2010
The summary… 6 points ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Keeping up to date…
Groundswell blog… http://blogs.forrester.com/groundswell/
Especially for Facebook… http://www.insidefacebook.com/
Mashable http://mashable.com/
Pew Internet research reports… http://www.pewinternet.org/Presentations/2009/41--The-Democratization-of-Online-Social-Networks.aspx
ROI is an emerging skill… http://smroi.net/
Shameless self-promotion… http://twitter.com/HighEdMarketing... http://www.bobjohnsonblog.com/
Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

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