3. What is Social Media Marketing?
See Wikipedia for Social Media definition.
Social media marketing Social Media Marketing
is any form of direct or indirect marketing that is
used to build awareness, recognition, recall, and
action for a brand, business, product, person , or
other entity and is carried out using the tools of the
social web, such as blogging, microblogging, social
networking, social bookmarking, and content
sharing.
4. How is it changing the marketing world?
Foundation of Data
Audience’s Needs
Target Audience
New Tools
People have changed.
5. How it helps your business?
Relationship Building
Brand Building
Publicity
Promotions
Market Research
8. Four Pillars
30 Minute Social Media Marketing by Susan Gunelius
1. Read
2. Create
3. Share
4. Discuss
9. Read
Ongoing Research: Industry websites, news, press
releases
Periodicals (Print and Online)
Blogs and Ebooks
Social Media (Twitter and Facebook)
Podcasts and Videos
11. Create (Great Content)
Use own voice: personable
Target audience language and tone
Consistency
No jargon or rhetoric
Transparency
80/20 Rule
80% interacting
20% self promoting
17. Who should be doing this?
Businesses whose target audience is online.
Business Plan - Target Audience
Pew Internet – Generations Report
18. Where should you be?
Business Plan – Target audience
Demographics of Social Media
Household spending : who spends how much on what
Statistical Abstract
Consumer Expenditure Survey
Marketing Plan
Goals
Time and money
How you will accomplish those goals
19. Unrealistic Expectations
Immediate success – Viral
Takes time and work – marathon not sprint
Not free
Time
Development and Apps
Indirect and Word-of-Mouth Marketing
21. Social Media Marketing in 10 Steps
1. Identify Goals
2. Evaluate Your Resources
3. Find Audience
4. Create Consistent Content
5. Diversify Social Media Presence
6. Create a Schedule
7. Join Online Conversations
8. Allow Community to Control Conversation
9. Analytics (Quality not Quantity)
10. Persistency and Continue Learning
23. Marketing Plan
Marketing Plan Social Media in Your Plan
Overview Advertising
Purpose/Goals
Mention of the specific
Products/Services
tool.
Market
Target Market Budget
Competition Include time.
Pricing Action Plan
Advertising
SMART Objectives
Budget
Action Plan
http://www.missouribusiness.net/docs/marketing.pdf.
24. Sample Goals
Encourage interaction and build relationships
Syndicate your content
Increase linkability and reward inbound links
Listen to online conversations
Identify key influencers in your space
Develop content based on what you learn
Participate, comment and generate interesting
content
Become a resource
http://expansionplus.com/impr/social-media.html
26. Example of SMART Objective
Participate, comment and generate interesting
content
Create a Facebook Fan Page by August 1.
Post 4 times per week and reply to 100% of the comments and
wall posts. Review on November 1.
Create a content calendar to organize and track content. And
use content calendar. Review on November 1.
Syndicate your content and become a resource
Create a blog with RSS by August 1.
Post 4 times per week and reply to 100% of the comments and
wall posts. Review on November 1.
Employ trackback and analytics on blog. Review on November
1.
27. Try It
What are your marketing goals?
Write down 2 SMART objectives.
33. Blogging
Blogger
WordPress
LiveJournal
Tumblr
People do not have to have accounts to these websites to access your blog. Choosing a
platform is based upon tools of the platform and personal preference.
35. Others
Wikis Research
PBWorks Mendeley
Wetpaint Zotero
Books Location Based
Goodreads Gowalla
Paperback Swap FourSquare
Virtual Worlds
Second Life
The Sims Online
36. Wednesday
ANALYTICS
SOCIAL MEDIA OPTIMIZATION (SMO)
SEARCH ENGINE OPTIMIZATION (SEO)
BEST PRACTICES
37. Open Lab
• DEVELOP/REVISE MARKETING PLAN TO
INCLUDE SOCIAL MEDIA
• CREATE SMART OBJECTIVES
• RESEARCH TOOLS TO DETERMINE WHICH
ONES FIT YOUR TARGET AUDIENCE
• CREATE ACCOUNTS TO RELEVANT TOOLS
Notas del editor
Introduce self. Have students introduce themselves and their business.
Leveraging the conversations from social media for your business using “Pull” marketing techniques. Twitter, Facebook, blogging, LinkedIN, Pinterest, Google +1, social bookmarks, social networking, social photosNot – websites, banner ads, classifieds, online newslettersShould be a part of your greater marketing plan in your business plan.
Foundation of Data – measure and monitor simultaneously,Audience’s Needs – better understanding due to researchTarget Audience – interact directly, no gatekeepers, engagementNew Tools – change quickly, learn quickly, initiatives shift to incorporate new toolsPeople have changed – expect social media marketing with an immediate response, not passive customers and don’t want to be pursued, want authenticity
Relationship building - ability to build relationships with actively engaged consumers, online influencers, peers and more. Brand building - raise brand awareness, boost brand recognition and recall and increase brand loyaltyPublicity - share important information and modify negative perceptionsPromotions - exclusive discounts and opportunities to your audience in order to make these people feel valued and special, as well as meet short-term goalsMarket Research - learn about your customers, find niche audiences, learn about consumers' wants and needs, and learn about competitors.
Personal, humanConversation starter with customers, InteractiveWord of mouth marketingLoyaltyEmpowermentSpy on competitionEstablish a brand/raise awarnessMarket researchStrengthen customer service/real-time customer satisfactionCheap marketing
Negative feedbackTrollingCompetition can spy on you
Phase 1: No online activityPhase 2: Small number of news/bloggers republishPhase 3: Many bloggers/news republishPhase 4: Republished by individuals as well as organizations, conversation starts, enters top trends, remakesPhase 5: Conversation spreads globally and in multiple languages