This document provides an overview of social media marketing and online community engagement. It discusses what social media is, how it differs from traditional marketing, and why businesses should utilize it. The document outlines best practices for social media strategy and analyzes popular platforms like Facebook, Twitter, LinkedIn, Pinterest and blogs. Case studies and metrics are presented as key to social media success.

1. Social Media Marketing
& Online Community Engagement
Peg Faimon | Professor, Graphic Design
Glenn Platt | Professor, Marketing
Co-Directors | Armstrong Institute for Interactive Media Studies

2. Agenda
• What is social media?
• How is it different from traditional?
• Why should you care?
• Is it professional?
• What’s the best strategy?
• What are good case studies?
• Facebook
• Twitter
• LinkedIn
• Pinterest
• Blogs
Social Media Marketing & Online Community Engagement

3. What is social media?

4. digital tools
that facilitate
conversation
What is social media?

5. ALL kinds of
conversation
What is social media?

6. How is it different from traditional?

7. How is it different from traditional?

8. How is it different from traditional?

9. How is it different from traditional?

10. Social media
is like a
networking
mixer at a
conference.
How is it different from traditional?

11. Why should
YOU care?
What is social media?

12. Scale
& Size
What is social media?

13. Your competitors
are already
there. And if they’re not, awesome!
Why should you care?

14. There is
business to
be done.
Why should you care?

15. Is it professional?

16. Old Professional
New Professional
I am closed to the world.
I am open and accessible.
I can’t make mistakes in I am human and will make
public.
mistakes – then apologize.
I don’t reveal my personal My interests and passions
interests to the world.
make me interesting.
I am expected to have the I am searching for answers
answers to questions.
with my network.
Power is taken and held.
Power is shared and grown.
Allison Fine, Harvard Business Review, May 9, 2012
Is it professional?

17. What’s the best strategy?

18. Lead generation
Referring traffic
Building customer value
Customer service
opportunities

19. Have conversations – not ads
Listen!
Earned media
Building relationships
Collaborating & innovating
Leveraging | integrating social media
strategies

20. Measure.
Measure.
Measure.
What’s the best strategy?

21. The Big 5

22. Facebook

23. Questions to ask about your Facebook presence:
• What do your customers (fans) want to know about?
• What do they want to talk about?
• What do they care about?
• What do they have in common?
• How do you make their lives better?
• What would your customers want to share with others?
• What do you want to know about/from your customers?
• What can you offer to your customers to let them know "
they are special?
• Is there a timeline/chronology angle to your story?
Facebook

24. From Fans, friends, and followers by ExactTarget
Facebook

25. Social media truisms:
• Having a Facebook page is not a social media strategy.
• Number of fans is not the metric you should care about.
• Consider timing, frequency and language.
• Connect all social media platforms.
• Think SoLoMo. (social, local, mobile)
Facebook

26. Burger King
Flair
Spartan Chassis
Facebook

27. Twitter

28. Monitor.
Share.
Connect.
Twitter

29. Twitter for business:
• Networking
• Research
• Marketing
• Personal branding
• Customer service
From Jeff Bullas
Twitter

30. Rule of thumb:
“Here’s what has
my interest.”
Twitter

31. Jet Blue
Avaya
Twitter

32. Pinterest

33. http://www.mdgadvertising.com/blog/a-marketers-guide-to-pinterest-pin-it-to-win-it-infographic/
Pinterest

34. LinkedIn

35. LinkedIn for business:
• Hiring
• Building and representing networks
• Polls | connections with customers
• LinkedIn groups
• Integrations (Slideshare, Cardmunch, "
WhoWorks.At)
LinkedIn

36. Blogs

37. Quora
FourSquare
Slideshare
Google+
YouTube
RSS
Other social media

38. Executive education workshops
Graduate certificate in IMS
Client projects
For more information: aims.muohio.edu
glenn.platt@muohio.edu
peg.faimon@muohio.edu
AIMS opportunities

39. http://www.flickr.com/photos/62213934@N00/354922945/
http://www.flickr.com/photos/44071822@N08/4195686254/
http://www.flickr.com/photos/51035555243@N01/172495285/
http://www.flickr.com/photos/49968232@N00/9257237/
http://www.flickr.com/photos/19487674@N00/3038572409/
http://www.flickr.com/photos/99796131@N00/249301268/
http://www.flickr.com/photos/68684962@N00/2440975377/
http://www.flickr.com/photos/45674264@N00/604644551/
http://www.flickr.com/photos/59914655@N00/226231535/
http://www.flickr.com/photos/40645538@N00/3209939998/
http://www.flickr.com/photos/95141439@N00/5581801613/
http://www.flickr.com/photos/37996583025@N01/2821633690/
http://www.flickr.com/photos/24209378@N03/7038049087/
http://www.flickr.com/photos/97402086@N00/4278432941/
http://www.flickr.com/photos/11678844@N07/2986187518/
Photo credits