Introduction to Social Marketing - Hofstra CE
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This was part of a course I am teaching with Robert O'regan at Hofstra University that is aimed at helping small and medium sized businesses integrate digital marketing strategies into their marketing strategies.
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Introduction to Social Marketing - Hofstra CE
- 1. Getting Engaged: Harrison Leifer DiMarco Social Media - Intro to Facebook Branding Harrison Leifer DiMarco 100 Merrick Road, Suite 516E Rockville Centre, NY 11570 (516) 536-2020 | www.hldnow.com Thursday, October 13, 2011
- 2. now. What the heck is it? Thursday, October 13, 2011
- 3. now. What the heck is it? • Simply put social media is people having conversations online. Thursday, October 13, 2011
- 4. now. What the heck is it? • Simply put social media is people having conversations online. • But just like you wouldn’t scream your name over a bullhorn at a cocktail party, you shouldn’t blast your sales message to the entire online world. Thursday, October 13, 2011
- 5. now. What the heck is it? • Simply put social media is people having conversations online. • But just like you wouldn’t scream your name over a bullhorn at a cocktail party, you shouldn’t blast your sales message to the entire online world. • These same rules apply to conversations in the online world… Thursday, October 13, 2011
- 6. now. What the heck is it? • Simply put social media is people having conversations online. • But just like you wouldn’t scream your name over a bullhorn at a cocktail party, you shouldn’t blast your sales message to the entire online world. • These same rules apply to conversations in the online world… • Consumers do not want to be overtly sold Thursday, October 13, 2011
- 7. now. The different Types of Social Media • Social Networking Site • Microblogging Sites • Social News Sites • Social Sharing Sites Thursday, October 13, 2011
- 8. now. Social Networking Sites Allows users to create profiles for the purpose of sharing their daily activities with family and friends, or to share their interest in a particular topic, or to increase their circle of acquaintances • Facebook • LinkedIn • Google+ Thursday, October 13, 2011
- 9. now. Metrics in Social Media • Numbers of comments on updates • Number of “Likes” • Responses to questions • Number of friends acquired Thursday, October 13, 2011
- 10. now. Microblogging Microblogging sites allow users to create their own online "profile" with biographical data, pictures, etc. • Microblogging is a very abbreviated blog consisting of messages usually 140 characters or less. • Messages are sent to “followers” . • Twitter • Plurk • Tumblr Thursday, October 13, 2011
- 11. now. Microblogging Metrics • Numbers of followers acquired • Number of replies to tweets • Conversation around a hashtag (#) • Retweets Thursday, October 13, 2011
- 12. now. Social News Sites Allow members to submit news stories, articles, blog posts, videos, and photos to the community. • The community can then vote up or down for the submitted piece. The more votes a piece gets the higher its chance to appear on the front page of the site. Sites: • Digg • Reddit • NewsVine. Thursday, October 13, 2011
- 13. now. Social News Metrics • Numbers of positive and negative votes Thursday, October 13, 2011
- 14. now. Social Sharing Sites The common denominator among all social media sites is sharing. • Social sharing sites tend to focus on two types of media • Photos • Video • Flickr • Photobucket • Youtube Thursday, October 13, 2011
- 15. now. Social Sharing Metrics • Numbers of times a photos or video is viewed • Number comments on a video or photo • Number of subscribers acquired or lost • Number of “likes” for a photo or video Thursday, October 13, 2011
- 16. now. Consumers are Looking for? Thursday, October 13, 2011
- 17. now. Consumers are Looking for? 1. Value Thursday, October 13, 2011
- 18. now. Consumers are Looking for? 1. Value 2. Information Thursday, October 13, 2011
- 19. now. Consumers are Looking for? 1. Value 2. Information 3. Reason to listen to you. Thursday, October 13, 2011
- 20. now. What’s its purpose? Thursday, October 13, 2011
- 21. now. What’s its purpose? • Social Media sites facilitate the sharing of information between users within a defined network. Thursday, October 13, 2011
- 22. now. What’s its purpose? • Social Media sites facilitate the sharing of information between users within a defined network. Examples: Thursday, October 13, 2011
- 23. now. What’s its purpose? • Social Media sites facilitate the sharing of information between users within a defined network. Examples: • Comment here Thursday, October 13, 2011
- 24. now. What’s its purpose? • Social Media sites facilitate the sharing of information between users within a defined network. Examples: • Comment here • Forward to a friend Thursday, October 13, 2011
- 25. now. What’s its purpose? • Social Media sites facilitate the sharing of information between users within a defined network. Examples: • Comment here • Forward to a friend • RSVP to events Thursday, October 13, 2011
- 26. now. What’s its purpose? • Social Media sites facilitate the sharing of information between users within a defined network. Examples: • Comment here • Forward to a friend • RSVP to events • Post Photos Thursday, October 13, 2011
- 27. now. What’s its purpose? • Social Media sites facilitate the sharing of information between users within a defined network. Examples: • Comment here • Forward to a friend • RSVP to events • Post Photos • Polls Thursday, October 13, 2011
- 28. now. Thursday, October 13, 2011
- 29. now. Information Overload Thursday, October 13, 2011
- 30. now. Social Networks Have Become a Major Influence Thursday, October 13, 2011
- 31. now. Social Networks Have Become a Major Influence • 96% of Generation Y are part of a social network Thursday, October 13, 2011
- 32. now. Social Networks Have Become a Major Influence • 96% of Generation Y are part of a social network • Social media is the #1 activity on the web Thursday, October 13, 2011
- 33. now. Social Networks Have Become a Major Influence • 96% of Generation Y are part of a social network • Social media is the #1 activity on the web • If Facebook were a country, It would be the 4th largest Thursday, October 13, 2011
- 34. now. Social Networks Have Become a Major Influence • 96% of Generation Y are part of a social network • Social media is the #1 activity on the web • If Facebook were a country, It would be the 4th largest • One of the fastest growing segments on Facebook is adults over the age 55 Thursday, October 13, 2011
- 35. now. Thursday, October 13, 2011
- 36. now. • Traditional media, such as television, newspapers, radio, and magazines, are one-way, static broadcast technologies. • Traditional Advertising broadcasts to an audience. Social media talks with an audience. Thursday, October 13, 2011
- 37. now. Thursday, October 13, 2011
- 38. now. • FACT: Thursday, October 13, 2011
- 39. now. • FACT: • Social networking has taken over email as the most popular internet activity and is growing twice as fast as other internet activities (Nielsen). Thursday, October 13, 2011
- 40. now. • Before social media or community driven media became so pervasive, consumers learned about brands and products from: Thursday, October 13, 2011
- 41. now. • Before social media or community driven media became so pervasive, consumers learned about brands and products from: Thursday, October 13, 2011
- 42. now. Traditional Advertising Vs. Social Media Social marketing eliminates the middle man, providing brands with the unique opportunity to have direct relationship with their customer and to both listen and talk. Thursday, October 13, 2011
- 43. now. Traditional Advertising Vs. Social Media Social marketing eliminates the middle man, providing brands with the unique opportunity to have direct relationship with their customer and to both listen and talk. Remember…Social media allows brands to talk directly to an audience. Thursday, October 13, 2011
- 44. now. Why Use Social Media Thursday, October 13, 2011
- 45. now. Why Use Social Media • Media habits are shifting at record speeds. • 24 of the Largest 25 Newspapers are Experiencing Record Declines in Circulation. • In the 30-45 age group, less than 35% of people read a newspaper! • People have gotten better and better at ignoring marketing messages with DVRs, caller ID, and spam filters. Thursday, October 13, 2011
- 46. now. Business Goals for Using Social Media Thursday, October 13, 2011
- 47. now. Business Goals for Using Social Media • Helps you get discovered by people who are searching for your products or services. • Provides your company with an opportunity to build valuable relationships with these consumers and improving brand loyalty by engaging in meaningful dialogue. • As a form of market research, social media participation lets you monitor conversations about your brand and interest trends within social media communities. Thursday, October 13, 2011
- 48. now. Social Media as a tool B2B -‐ Gartner Social Media h3p://twi3er.com/gartner_inc h3p://www.facebook.com/Gartner h3p://www.linkedin.com/company/gartner?trk=copro_t B2C -‐ StateFarm Social Media h3p://www.youtube.com/statefarm h3p://www.facebook.com/StateFarmNaGon h3p://twi3er.com/statefarmnaGon B2C -‐ BP Social Media h3p://www.facebook.com/BPAmerica h3p://twi3er.com/BP_America h3p://www.youtube.com/user/BPplc B2C -‐ Consumer Kitchens Social Media h3p://www.facebook.com/Pcrichardandson h3p://twi3er.com/#!/PCRichardandSon Thursday, October 13, 2011
- 49. now. Frank’s Favorites • Emily Sky • Anthony’s Pizza Thursday, October 13, 2011
- 50. now. Rob’s Favorites • Oreo https://www.facebook.com/#!/oreo • Zappos https://www.facebook.com/#!/zappos Thursday, October 13, 2011