intro to social media marketing mgt 489 april 1, 2015
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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
Wikip
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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
ube
Flickr
Inst
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Reviews and ratings – your data
Yelp
Trip
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Amaz
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Angi
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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
Googl
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LInk
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MyS
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Path
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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
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
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