dynamics of social media marketing
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The Dynamics of Social Media Marketing
Simon Fraser University Guest LectureBusiness 343 Cohort
Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1
Hello
Lecture Overview
1
•Social Media Elements
•Marketing Impact and Mythology
2
•Social Media Examples
3
•Best Practices
•Social Media Measurement
4
•Questions and Discussion
Social Media is madeup of five key elements
These dynamics have had an impact on marketing
Before digging in, it helps to understand some of the
mythology around social media
Social Media Myths
Social Media is Free
Source: http://www.flickr.com/photos/ikoka/3002416927/
Social Media Myths
Social Media is a Quick Fix
Source: http://www.flickr.com/photos/thatguyfromcchs08/2300190277/
Social Media Myths
Social Media is the Magic Potion
Source: http://www.flickr.com/photos/pasukaru76/3549373587/
Social Media Myths
Social Media Works for Every Organization
Source: http://www.flickr.com/photos/nakrnsm/3898384586/
Social Media Myths
Social Media is All About the Tools
Social Media Myths
Quantity Rules
Social Media Myths
Social Media Belongs in the Marketing Department
Source: David Armano, Edelman 2010, EdelmanDigital.com
Social Media Myths
Social Media Can’t Be Measured
Source: http://www.flickr.com/photos/nickwebb/2973525619/
How are organizations integrating social media into
their existing strategy?
How are organizations integrating social media into their existing strategy?
Brand Engagement
How are organizations integrating social media into their existing strategy?
Promotions
How are organizations integrating social media into their existing strategy?
Product Features
How are organizations integrating social media into their existing strategy?
Selling
How are organizations integrating social media into their existing strategy?
Issue Resolution
How are organizations integrating social media into their existing strategy?
Customer Service
How are organizations integrating social media into their existing strategy?
Product Demos
How are organizations integrating social media into their existing strategy?
Activation
How are organizations integrating social media into their existing strategy?
Contests
How are organizations integrating social media into their existing strategy?
Demonstrating Quality
How are organizations integrating social media into their existing strategy?
Building Social Proof
How are organizations integrating social media into their existing strategy?
Brand Humanization
How are organizations integrating social media into their existing strategy?
Coupons
How are organizations integrating social media into their existing strategy?
Loyalty
What best practices lead to the effective use of social media?
BEST PRACTICE
Think Strategy Before Tools
•Specific
S
•Measureable
M
•Attainable
A
•Relevant
R
•Timely
T
BEST PRACTICE
Set Social Media Objectives
BEST PRACTICE
Assess Your Social Capacity
BEST PRACTICE
Understand Your Audience
BEST PRACTICE
Embrace Consumer Empowerment
BEST PRACTICE
Manage the Noise
BEST PRACTICE
Analyze Competitor Activity
BEST PRACTICE
Don’t Fly Blind – Listen/Monitor
BEST PRACTISE
Interact First – Sell Second
PLAN
CREATEWrite
ReviewRevise
Approve
PublishStore
DeliveryDisplay
GOVERNMaintainMeasure
Source: Content Strategy and the Future of Marketing, Kristina Halvorson, Brain Matters
BEST PRACTISE
Have a Content Strategy
BEST PRACTICE
Build Relationships
BEST PRACTICE
Plan “Engagement Scenarios”
BEST PRACTICE
Leverage Employee Participation
BEST PRACTICE
Filter Channels to Gain Value
BEST PRACTICE
“Enable” Brand Communities
BEST PRACTICE
Bridge Digital with F2F
BEST PRACTICE
Learn to Swim in the Social Media Pool
BEST PRACTICE
Understand the Ethical Scale
Guidelines
Training Support
BEST PRACTICE
Govern Your Social Media Program
Can organizations quantifying the value of social media?
ANALYTICS FRAMEWORK
No Shortage of Measurement Tools
•S.M.A.R.T Objectives
Align
•Don’t just use a single measurement – combine metrics
1+1+1
•More Twitter followers will lead to increased Sales
Theory
•What do you measure now?
Culture
ANALYTICS FRAMEWORK
Measurement Ground Rules
Source: Radian6.com
ANALYTICS EXAMPLE
Measuring Sales
Source: Radian6.com
Attribution Measure sales directly via a social media channel (Dell)
Correlation Cross reference sales with social media activity
The Dynamics of Social Media Marketing
Simon Fraser University Guest LectureBusiness 343 Cohort
Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1
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