Social media marketing class

•

2 recomendaciones•623 vistas

Julie Penner

Prof. Campbell's Social Media Marketing Class - Shift Happens 2.0

Tecnología

@pennerj
www.juliepenner.com/blog
MBA/JD
#cumarketing

Sephora’s
Sephora Claus
http://www.sephoraclaus.com/

Social media is media designed to be disseminated
through social interaction, created using highly
accessible and scalable publishing techniques

one to one = conversation one to many = broadcasting
many to many = coordinated communication?

Traditional Media Social Media
Timing Filter then Publish Publish then Filter
Supervision Planning Coordination
Content
Creators
Professionals Amateurs
Style Broadcast OR Conversation
Broadcast AND
Conversation
Costs High Low
Process Ordered (like making a car)
Ordered Chaos (like
making a coral reef)
Size Large Groups
Small and Medium
Groups
Conversation To Customers
With and Between
Customers

BEST PRACTICE:
INTEGRATE
OLD & NEW MEDIA

Leads to Prospects
Visitors to Leads
Prospects to Customers

A Word About Defensive Social Media
http://www.youtube.com/
watch?v=5YGc4zOqozo

BEST PRACTICE:
USE THE SAME
LANGUAGE
AS TRADITIONAL
MEDIA

Where are you on the technographic proﬁle?
http://
www.forrester.com/
Groundswell/
ladder.html

Where are you on the technographic proﬁle?
www.forrester.com/Groundswell/
proﬁle_tool.html

Pyschographic
Demographic
Behavioral
People = Audience
People = Audience

http://www.youtube.com/watch?v=qg1ckCkm8YI
Blendtec’s
Will it Blend?

http://getsatisfaction.com/unitedairlines
http://getsatisfaction.com/southwestairlines

http://www.threadless.com/submissions
http://www.nakedandangry.com/design
https://www.quirky.com/ideas/new

1. Dedicate a Social Media Email
2. Inter-connect Platforms
3. Lead from the Top, but Have 1 Leader
3. Create Social Media Guidelines
4. List Your Inﬂuencers - (w/ Social Media Info)
5. Create a Social Media Action Plan and Calendar
6. Develop an Internal Social Media Policy
#eal Strategies

Twitter Interfaces
www.cotweet.com
www.tweetdeck.com
Tweetdeck or Tweetie
www.seesmic.com

http://blog.myzeo.com/
http://twitter.com/#!/zeo
http://www.youtube.com/user/ZeoSleepCoach
http://www.facebook.com/myZeo
http://itunes.apple.com/us/app/myzeo-sleep-viewer/
id373587044?mt=8

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Social media marketing class

1. Shi! Happens 2.0 11.4.10

2. @pennerj www.juliepenner.com/blog MBA/JD #cumarketing

3. Come See the Zombie Side of Sears

5. Sephora’s Sephora Claus http://www.sephoraclaus.com/

6. Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques

8. the Shift is Fundamental

9. one to one = conversation one to many = broadcasting many to many = coordinated communication?

10. Traditional Media Social Media Timing Filter then Publish Publish then Filter Supervision Planning Coordination Content Creators Professionals Amateurs Style Broadcast OR Conversation Broadcast AND Conversation Costs High Low Process Ordered (like making a car) Ordered Chaos (like making a coral reef) Size Large Groups Small and Medium Groups Conversation To Customers With and Between Customers

11. BEST PRACTICE: INTEGRATE OLD & NEW MEDIA

12.

13. Leads to Prospects Visitors to Leads Prospects to Customers

14. A Word About Defensive Social Media http://www.youtube.com/ watch?v=5YGc4zOqozo

15. BEST PRACTICE: USE THE SAME LANGUAGE AS TRADITIONAL MEDIA

16. Strategy Tactics People Objectives

17. http://blogs.forrester.com/groundswell/

18. Where are you on the technographic proﬁle? http:// www.forrester.com/ Groundswell/ ladder.html

19. Where are you on the technographic proﬁle? www.forrester.com/Groundswell/ proﬁle_tool.html

20. Pyschographic Demographic Behavioral People = Audience People = Audience

21.

22. l"ten ﬁrst Listening = Research

23.

24. Listening Tools

25. join in Talking = Marketing

26. Guest Blogging

27. Energizing = Sales

28. http://www.youtube.com/watch?v=qg1ckCkm8YI Blendtec’s Will it Blend?

29. http://heathbrothers.com/resources/

30. Supporting = Support

31. http:// createforums.irobot.com/

32. http://getsatisfaction.com/unitedairlines http://getsatisfaction.com/southwestairlines

33. Embracing = Development

34. http://www.threadless.com/submissions http://www.nakedandangry.com/design https://www.quirky.com/ideas/new

35. 1. Dedicate a Social Media Email 2. Inter-connect Platforms 3. Lead from the Top, but Have 1 Leader 3. Create Social Media Guidelines 4. List Your Inﬂuencers - (w/ Social Media Info) 5. Create a Social Media Action Plan and Calendar 6. Develop an Internal Social Media Policy #eal Strategies

36.

37. Twitter Interfaces www.cotweet.com www.tweetdeck.com Tweetdeck or Tweetie www.seesmic.com

38. case Study

39.

40.

41. Acquisition Retention Referral

42. Use Science Use Stories Use Sleep Data

43.

44. http://blog.myzeo.com/ http://twitter.com/#!/zeo http://www.youtube.com/user/ZeoSleepCoach http://www.facebook.com/myZeo http://itunes.apple.com/us/app/myzeo-sleep-viewer/ id373587044?mt=8