Social Media Marketing Fundamentals-Lecture 3
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This document appears to be a lecture presentation on social media from Loyola University Chicago. It discusses analyzing the hype around social media, determining which audience segments and platforms to use, focusing content and messaging, engaging communities, setting objectives and metrics for success. The presentation emphasizes listening to audiences, curating meaningful content, and tying social media strategies back to business goals.
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Social Media Marketing Fundamentals-Lecture 3
- 1. social media COMM 261 201 loyola university, chicago school of communications lecture 3 © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 2. is social media bull$@#%? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS photo courtesy of gratisography.com
- 3. let’s analyze the hype © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 4. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS Gartner® Hype Cycle
- 5. social media traditional media on steroids? if not, why not? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 7. multichannelism…ism what audience segment on which platform, which medium? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 8. hyper local go loco? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 9. content DNA digitized | narrow audience target © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 10. listen, then talk WIFM | focus on #CX © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 11. engage your community curate meaningful content and insights ask and then solve their problems © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 12. grab attention what imagery will drive responsiveness? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 13. what are your business objectives? brand awareness? customer loyalty? wom? lead generation? crisis management? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 14. measuring success what’s your ROI measurement plan? what are your KPIs? what tools will you use? what’s your budget? KPIs and ROI tie back to business objectives? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 15. social media eric bryn | @ericbryn | ebryn@luc.edu © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 16. attribution previous slides synthesized from Social Media Marketing, A Strategic Approach, Barker, Barker, Borman, Neher (2013) © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
- 17. social media COMM 261 201 loyola university, chicago school of communications lecture 3 © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS