breaking into social media marketing
Post on 13-Sep-2014
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DESCRIPTION
I spoke to an undergraduate marketing class at SDSU about social media marketing. I was asked to speak about my background, social media marketing, how to set up a social media strategy, some use cases, and how to get a job in social media marketing.TRANSCRIPT
SOCIAL M
EDIA
MARKETING
WE
DN
ES
DA
Y,
AP
RI L
20
, 2
01
1
My background What is social media? Why is social media marketing important? B2B versus B2C Building a social media strategy Case study: Whole Brain Catalog Case study: SmartDraw Software, LLC Other B2B case studies Now what?
MY BACKGROUND
SARAH MARKELS MAYNARD
BACKGROUND Manager of Social Media Marketing at SmartDraw Software, LLC Market Research Analyst at SmartDraw Software, LLC Independent Social Media and Business Consultant Public Relations and Marketing at UCSD Neuroscience Laboratory Biomedical Ontology Research Associate at UCSD Neuroscience Laboratory
SPECIALTIES Research Social Media Marketing Start-ups Business Branding Technical Communication and Web Publishing
HOW DID I GET HERE?
1. I read a lot
2. I asked a lot of questions
3. I wasn’t afraid of a challenge
4. I made mistakes
WHAT
IS S
OCIAL M
EDIA?
SOCIAL MEDIA
Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.
- Wikipedia
SOCIAL MEDIA IS THE MEDIA WE USE TO BE SOCIAL
SOCIAL MEDIA MARKETING
Social media marketing is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks.
- Wikipedia
SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS
SOCIAL MEDIA MARKETING IS THE METHOD WE USE TO BE SOCIAL WITH CUSTOMERS
WHY
IS S
OCIAL M
EDIA
MARKETING IM
PORT
ANT?
INTERRUPTION VERSUS PERMISSION
O U T B O U N D M A R K E T I N G I N B O U N D M A R K E T I N G
INTERRUPTION VERSUS PERMISSION
O U T B O U N D M A R K E T I N G
Marketing strategies that focus on finding customers by building brand awareness through advertising and promotion
I N B O U N D M A R K E T I N G
INTERRUPTION VERSUS PERMISSION
O U T B O U N D M A R K E T I N G
Marketing strategies that focus on finding customers by building brand awareness through advertising and promotion
I N B O U N D M A R K E T I N G
Marketing tactics that rely on earning people’s interest instead of buying it
INTERRUPTION VERSUS PERMISSION
O U T B O U N D M A R K E T I N G
Telemarketing
Direct mail
Email blasts
Print ads
Radio and TV ads
I N B O U N D M A R K E T I N G
SEO and SEM
Blogging
Social media
RSS
Viral videos
Free tools and trials
DOES THE TARGET MARKET MATTER?
B 2 C B 2 B
Build relationship with consumers to sell product
Build relationship with consumers to sell business product
BEFORE SOCIAL MEDIA
AFTER SOCIAL MEDIA
CONVERSATIONS HAPPEN WITH OR WITHOUT YOU
P A I D
Internet Advertising
PPC – Search Marketing
Mobile Advertising
Sponsorships
Paid Applications
O W N E D
Brand and Product Websites
Mobile Brand and Product Websites
Customer Care
Proprietary Blogs
E A R N E D
Social Media (Pages and Feeds)
Word of Mouth
User Forums
News, PR, Announcements
Blogger Relationships
BUILDIN
G A S
OCIAL M
EDIA
STRAT
EGY
1. ESTABLISH CLEAR GOALS
Traffic?
Leads?
Reach?
Buzz?
Customer
happiness?
1. ESTABLISH CLEAR GOALS
Traffic?
Leads?
Reach?
Buzz?
Customer
happiness?
Be specific!
2. LISTEN
1. Who is your audience?
2. What is their personality like?
3. How and where do they consume?
4. How and where do they engage?
3. SET UP YOUR NETWORKS
Home Base (corporate
site, blog, Facebook
page, …)
4. ENGAGE
1. Ask questions
2. Participate in conversations
3. Be timely and frequent
4. Be transparent (we are all human!)
5. Connect your audience with valuable content
6. Be relevant to the conversation
5. ANALYZE AND OPTIMIZE
Realize that the social media success equation isn’t big moves on the chess board, it’s little moves made everyday that eventually add up to a major shift.
- @jaybaer, social media strategist
Reach
Frequency and Traffic
Influence
Conversations/transactions
Sustainability
Sentiment
SOCIAL MEDIA IS VERY RARELY THE LAST MARKETING TOUCH POINT BEFORE A CONVERSION. THUS, IT CAN BE DIFFICULT TO ACCURATELY TRACK THE IMPACT OF YOUR SOCIAL MEDIA MARKETING CAMPAIGNS WITH TRADITIONAL WEB TOOLS.
USE TOOLS
U P D A T E
TweetDeck
HootSuite
Co-Tweet
URL shortners
Blogs
L I S T E N /C O N N E C T
TweetGrid
Sprout Social
Social Mention
Radian6
Alterian SM2
M E A S U R E
Google Analytics
Social Mention
Facebook Insights
YouTube Insights
GENERAL SOCIAL MEDIA TIPS
1. Register your brand/name (www.knowem.com)
2. Do your research (platforms, tools, trends, competition)
3. Understand the culture and the etiquette
4. Read and read (and read some more)
5. Choose the tools you want to use, and stick with them
6. Learn the vocabulary (then learn how to say it in human)
7. Encourage broad usage
8. Network
9. Don’t lose hope!
CASE STU
DY: W
HOLE
BRAIN C
ATALO
G
CASE STU
DY: SMART
DRAW
SOFTW
ARE, LLC
OTHER B
2B CASE S
TUDIE
S
MICROSOFT ADVERTISING
http://www.toprankblog.com/wp-content/uploads/2010/02/Social-Media-White-Paper-Microsoft-Advertising.pdf
AMERICAN EXPRESS OPEN
NOW W
HAT?
HOW DID I GET HERE?
1. I read a lot
2. I asked a lot of questions
3. I wasn’t afraid of a challenge
4. I made mistakes
Mashable.com
ReadWriteWeb.com
MarketingProfs.com
HubSpot Webinars
Radian6 Blog
ChrisBrogan.com
The Social Media Bible (Second edition)
The Now Revolution (by Amber Naslund and Jay Baer)
Perspectives on Social Media Marketing (by B. Bonin Bough)
RESOURCES
PREPARING FOR A JOB IN SOCIAL MEDIA
Use social media (don’t wait until you get the job to use it!)
If you have a blog, make sure it is up to date
Do not mention companies to which you are applying on public
forums
Create an optimized LinkedIn Profile
Set up proper Facebook privacy settings
Increase your breadth of knowledge (web publishing, statistics,
writing)
GETTING YOUR FOOT IN THE DOOR
Let people know you are looking
Network (Meetup groups, Twitter, LinkedIn, San Diego Ad Club)
Take initiative to help others with social media related
activities
Volunteer your services to non profits
Start networking before you begin job hunting (Now!)
INTERVIEWING
Practice answering tough questions (use your network!)
Understand the company intimately
Ask questions about the company’s goals
Come prepared with ideas and show your passion!
Always follow up! (Important in social media AND job
searches)
QUESTIONS I WOULD ASK YOU
1. Do you use social media? Important to live in social media in order to understand it! This is
a hands-on sport.2. What is the biggest success and the biggest mistake you have seen
a company make using social media? Test of knowledge and awareness of other activities
3. What do you think we should do first? Shows commitment to job
4. What math classes have you taken? What is your experience in data analysis?
Remember when you thought you would never use math again? Not true!
5. How will you measure your success? Trick question ;) (unless you have already done all the market
research…)