uw marketing class
TRANSCRIPT
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Social Media Marketing
MKTG: 455 – Entrepreneurial Marketing
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
My Background• From New Zealand... hence the funny accent
• Finished degree at UW Business School in 2008
• 2009 worked at SEO and Social Media manager for online marketing company in New Zealand
• Lead Strategist and Partner at Odd Dog Media since 2010
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
What is Social Media?
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
More than just a list of websites
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Democratization of mass communication
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Pre social media
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
One-to-many communication now accessible to the masses
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Example
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Ok that’s awesome, but…
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
How do businesses approach social media?
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
The media generally sucks at understanding new technology
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
The media loves sensationalism
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
“Elections will be all about social media now!”
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
3 months later…
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
There’s a lot of confusion
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
1.06 billions monthly active users on Facebook
250 million photos uploaded to Facebook
everyday175 million tweets sent
from Twitter every day in 2012
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Numbers don’t tell the whole story
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
“Find me someone who understands this
social media crap”
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Enter: The “Social Media Marketing Expert”
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
It’s all about “engagement”
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
“Be part of the conversation”
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
“You can’t sell on social media”
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Experts spend more time doing than talking…
And they rarely call themselves an expert
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Social media marketing is still marketing
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Marketing is about selling more stuff, to more people, for more money.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
If it’s not ultimately driving revenue, it’s a waste of time.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Social media isn’t revolution…
It’s evolution
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
7 business drivers of social media marketing• Enhance Branding and Awareness• Protection your reputation• Enhance public relations• Build community• Enhance customer service• Facilitate research and development• Drive sales and leads
Jason Falls
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Some really bad examples…
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
#mcdstories
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Woody Harrelson’s AMA
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
I swear this is a true story. I went to a high school in LA and you crashed our prom after party (Universal Hilton). You ended up taking the virginity of a girl named
Roseanna. You didn’t call her afterwards. She cried a lot. Do you remember any of this and can confirm or have you been so knee deep in hollywood pooty for so long that
this qualifies as a mere blip?
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Celeb Boutique
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Microsoft vs Ann Coulter
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
These are fun, but…
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Reality-check your ideas
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Stay in the loop
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Carefully control access
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Some great examples…
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Book burning party
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Old Spice YouTube Campaign
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Old Spice Results
• The number one most viewed sponsored channel on YouTube• 236 million YouTube Views• 80,000 Twitter followers in 2 days• Facebook Interaction increased 800% with the personalized videos (Fans
now total over 1.5 million)• Sales figures increased by 107 %
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Dollar Shave Club
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
$9.8 Million in VC funding
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Why were these campaigns successful?
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Clear goals.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Creative... AND smart.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Integrated.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Time for a break…
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Creating social strategy for a start up
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
7 business drivers of social media marketing• Enhance Branding and Awareness• Protection your reputation• Enhance public relations• Build community• Enhance customer service• Facilitate research and development• Drive sales and leads
Jason Falls
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Know your bandwidth
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
You don’t have to do it all yourself
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Know your audience
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites?display=wide
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Know your platforms
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Find a gap
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Be Remarkable
Seth Godin
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Integrate Integrate Integrate
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
NO!
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Less is more.
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Fail Fast
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
\
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Measure
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
One last thing…
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Build your social media presence
• Buy YourName.com• Learn how to build a basic website using something like Wordpress – blogs
are great, but just an online resume will do.• Claim your name on all social networks – knowem.com• Know your privacy settings (especially on Facebook)• Google yourself• Create a professional online persona
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Questions
Digital Marketing Strategy
© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103
Contact Me
@cgoddard
Deck at: