Social Media Marketing & Online Community Engagement
Peg Faimon | Professor, Graphic Design Glenn Platt | Professor, Marketing Co-Directors | Armstrong Institute for Interactive Media Studies
Agenda
Social Media Marketing & Online Community Engagement
• 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
What is social media?
What is social media?
digital tools that facilitate conversation
What is social media?
ALL kinds of conversation
How is it different from traditional?
How is it different from traditional?
How is it different from traditional?
How is it different from traditional?
Social media is like a networking mixer at a conference. How is it different from traditional?
Why should YOU care? What is social media?
Scale & Size What is social media?
Why should you care?
Your competitors are already there.And if they’re not, awesome!
Why should you care?
There is business to be done.
Is it professional?
Is it professional?
Old Professional New Professional I am closed to the world. I am open and accessible. I can’t make mistakes in public.
I am human and will make mistakes – then apologize.
I don’t reveal my personal interests to the world.
My interests and passions make me interesting.
I am expected to have the answers to questions.
I am searching for answers with my network.
Power is taken and held. Power is shared and grown. Allison Fine, Harvard Business Review, May 9, 2012
What’s the best strategy?
opportunities
Lead generation Referring traffic Building customer value Customer service
strategies
Have conversations – not ads Listen! Earned media Building relationships Collaborating & innovating Leveraging | integrating social media
What’s the best strategy?
Measure. Measure. Measure.
The Big 5
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 From Fans, friends, and followers by ExactTarget
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)
Burger King Flair Spartan Chassis
Monitor. Share. Connect.
Twitter for business: • Networking • Research • Marketing • Personal branding • Customer service From Jeff Bullas
Rule of thumb: “Here’s what has my interest.”
Jet Blue Avaya
Pinterest http://www.mdgadvertising.com/blog/a-marketers-guide-to-pinterest-pin-it-to-win-it-infographic/
LinkedIn for business: • Hiring • Building and representing networks • Polls | connections with customers • LinkedIn groups • Integrations (Slideshare, Cardmunch, "
WhoWorks.At)
Blogs
Other social media
Quora FourSquare Slideshare Google+ YouTube RSS
AIMS opportunities
Executive education workshops Graduate certificate in IMS Client projects For more information: aims.muohio.edu [email protected] [email protected]
Photo credits
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/
Recommended
