INTRO TO SOCIAL MEDIA MARKETINGMGT 489April 1, 2015

Would you rather have…• A friend? Or a hamburger?

I hope you didn’t want a hamburger• Because you’re stuck with your friends

Welcome!• Today’s agenda:• Introduce ourselves• Go over the syllabus• Launch right in to Social Media Marketing!

Let’s get to know each other

Some things to note• Email works great to contact me• I have scheduled office hours, and I’m happy to make

appts.

• Readings are largely online• I’ll post links on the course blog, too

• That’s where I’ll post assignments, too, at least two weeks ahead• Email is also great for sending me your completed

assignments

• The group project is your chance to dip a toe in the water• Have fun! Be creative! Start thinking about it now!

Some things to note•Grading:• 25% participation• Including the blog

• 30% weekly-ish assignments• 45% final group project

Some things to note• Course blog• I will post readings, assignments, and links there• But you should participate, too!• It’s an easy way to talk about topics of general interest• Also a good way to boost your participation grade

(especially if you don’t like to talk in class)• NB: Quality over quantity!

•mgt489socialmediamarketing.wordpress.com

What to expect from this course•Helpful frameworks, tools, and case studies

•Discussions (interesting ones!)

• Lots of fun examples• Videos, websites, and stories

•No easy answers

What I will expect from you• Come to class• On time, please

•Do the readings• Before class, obviously

• Complete all your assignments• And hand them in on time

•Participate!

Course structurePart 1: Introduction

LECTURE 1: What is social media marketing?

LECTURE 2: What is social media marketing good for?

Part 2: Saying something

LECTURE 3: Crafting content to see

LECTURE 4: Crafting content to share

Part 3: The bigger picture

LECTURE 5: Building a community

LECTURE 6: Building a strategy

Part 4: Now what?

LECTURE 7: Keeping track of your success

LECTURE 8: Keeping track of trends and ethics

Part 5: Putting it together

LECTURE 9: Your presence, A to Z

LECTURE 10: Presentations and wrap up!

What is Social Media?

“Social media is consumer-generated content distributed through easy-to-access online tools.”

Jim Sterne (2010)

“Social media is any tool or service that uses the Internet to facilitate conversations.”

Brian Solis (2010)

What is Social Media?•How would you define it?

Types of Social Media

Types of Social Media• Six basic types:• Collaborative projects• Blogs• Content communities• Social networking sites• Virtual game worlds• Virtual social worlds

Collaborative projects• Joint, simultaneous creation of content by lots of end users• Wikis• Wikipedia being the obvious example• More specialized ones exist

Collaborative projects• Joint, simultaneous creation of content by lots of end users• Wikis• Wikipedia being the obvious example• More specialized ones exist

• Social bookmarking sites• Most common examples include Reddit, Digg,

StumbleUpon, and Pinterest• Some allow users to submit and vote on what they like

(Digg, Reddit)• Others are more geared toward collecting and sharing

what you find (StumbleUpon, Pinterest, Polyvore)—curation is the goal

Collaborative projects – your data

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Blogs• Special websites used to publish short entries, usually in (reverse) chronological order• One or more people can manage the content (typically only a few people produce content)• But lots of opportunity for interaction through blog comments• Features like permalinks and RSS feeds encourage

sharing

• Some are through blogging services, like Blogger, WordPress, and Medium

Like our blog…

Blogs• Special websites used to publish short entries, usually in (reverse) chronological order• One or more people can manage the content (typically only a few people produce content)• But lots of opportunity for interaction through blog comments• Features like permalinks and RSS feeds encourage

sharing

• Some are through blogging services, like Blogger, WordPress, and Medium• Others are “standalone” sites

Blogs• The 15 most popular blogs as of March 2015:• 1. Huffington Post• 2. TMZ• 3. BusinessInsider • 4. Mashable• 5. Gizmodo• 6. Lifehacker• 7. Gawker • 8. The Daily Beast• 9. TechCrunch• 10. PerezHilton• 11. Engadget• 12. Cheezburger • 13. Jezebel• 14. Deadpsin• 15. Kotaku

eBizMBA

Blogs •Microblogging: just like blogs, but with limited post size• Best known are Twitter (140 characters, plus pictures or Vines) and Tumblr (any format, but brief)• Users tend to follow many other users to see their posts as they happen• Tags or hashtags (#) allow you to follow particular topics

(e.g., #Olympics)

• Both encourage a lot of sharing of links, articles, images, video, and more, enable you to share other people’s work (through retweets), and allow directed communication (using @ in Twitter, for instance)• URL shorteners (e.g., Bit.ly, goo.gl, TinyURL, ow.ly)

developed in part because of microblogs

Blogs – your data

Tumblr Twitter Medium Google Buzz

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Content communities• Any website, forum, app, or service designed to help users share specific media content• This content can be anything:• Video (e.g., YouTube, Vine)• Books (e.g., Goodreads, LibraryThing)• Photos (e.g., Instagram, flickr)• Reviews (e.g., Yelp, Amazon, Trip Advisor)• Recipes (e.g., Chowhound, Food52)• Even PowerPoint slides (e.g., SlideShare)

Content communities• Forums are a popular form of content communities• They allow very specialized knowledge to be shared• Some are part of a large blog or other website

RIP

Content communities• Forums are a popular form of content communities• They allow very specialized knowledge to be shared• Some are part of a large blog or other website• Some are more specialized

Content communities• Forums are a popular form of content communities• They allow very specialized knowledge to be shared• Some are part of a large blog or other website• Some are more specialized

• Each has their own culture, rules, expectations, etc., so familiarize yourself with them first• vBulletin is a common tool for creating your own forums

Media sharing – your data

YouT

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Flickr

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Reviews and ratings – your data

Yelp

Trip

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Social networking sites• Applications that enable users to connect by creating personal profiles, allowing friends/colleagues to have access to them, and sharing updates with their connections• Facebook is the prime example (duh)• New ones pop up (e.g., Google+) and old ones fade away (e.g., MySpace) with regularity• Specialized networks are common, too• E.g., LinkedIn for business, Couple for couples, Yammer for

B2B-ish, CafeMom for mothers/pregnant women, Catster for cat lovers, Ravelry for knitters

Social networking – your data

Face

book

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Virtual game worlds and social worlds

• VGW: Games in which users can interact with others via personalized avatars• Some are isolated games• World of Warcraft, EverQuest are the prime examples

• Some are connected to other social networks• Zynga’s business is based on these sorts of games

• VSW: People interact in online worlds via avatars; their interactions are less restricted than games, with the only limitations typically being those of real life• Except, of course, you can shape your avatar to be whatever you would like it to be

How would you categorize these?• Ello?• Snapchat?• Secret?•We Heart It?

To summarize• There’s a lot more to social media than Facebook and Twitter

Types of social media

To summarize• There’s a lot more to social media than Facebook and Twitter• Each type of social media allows you to do unique things, as a user and a marketer•Don’t be afraid to target a niche—you may get a better response

SO…What is social media marketing?

A hint…

Nielsen, via Digitalforreallife.com

Social media marketing is…

•Using the tools of social media to engage your customers and to become a trusted participant in an ongoing conversation

How many marketers are doing it?• Three or four years ago, it was a minority of marketers•Now, over 94% of marketers surveyed say they use social media to market their products• But…• That doesn’t mean they’re doing it well• And even those companies that aren’t actively on social media, are there regardless

YouTube, too!• Shh! Someone’s sleeping…

I probably don’t need to ask, but

•Why use social media?

Social media continues to grow

Traditional media is declining• TV viewership is down• Lost almost 4% in 2014, among young viewers• There’s even a decline in TV owning households

• Newspaper readership declined 30% from 1990 to 2010• Newspaper ad revenues are less than half what they

were in 2006

• Magazine circulation is dropping• The 1% drop in 2011 is the smallest in years

• Advertising is ubiquitous• People see almost 5000 ads per day• They also report actively ignoring advertising whenever

possible

Plus…

There’s got to be a better way

Summary• Social media marketing is about engaging your customers• Your customers are probably engaged at some level already, whether you know it or not• Time to retake the wheel!• Or at least know what you’re doing, and how well

• But it’s not as easy as it looks…• Let’s figure out how to do it well!

•Next time: Why is social media marketing such a powerful tool?

Assignments• Join something!• Join a new social network or other social media outlet• Twitter or Pinterest or Instagram are good places to

start, if you haven’t joined already, but there are many options

• Play around with it—have some fun! Interact!• Think about why you chose it, and why you hadn’t joined already• Think about what it should be good for, marketing-wise• Complete instructions are on the blog and on Ted