PPTX. Educational/Introductory. American Marketing Association. Northern Illinois University. November 3, 2010

1. Michael A. Gaspar
Northern Illinois University
American Marketing Association
November 3, 2010
“Finding the Me in Social Media”

2. “Finding the Me in Social Media”
CELL PHONES

3. “Finding the Me in Social Media”
Tweet your questions and thoughts using #smNIU
Check in to Northern Illinois University (Barsema Hall)
Tell your friends about your social media swagger
Let your professional network know that you are proactive

4. “Finding the Me in Social Media”
• The Nature of Social Media
• Building a Brand via Social Media
• Tweeted and Live Questions #smNIU
Discussion Overview

5. “Finding the Me in Social Media”
• Social Media is an Art, NOT a Science
• Value is MOSTLY intangible
• Metrics are NOT truths
• Social media ≠ Social networks
Hard Truths About Social Media

6. “Finding the Me in Social Media”
“Social media is neither a necessary nor sufficient force for
good or evil. Ultimately, it merely reflects and enables the
intent of its participants.”
Greg Satell Digital Tonto

7. “Finding the Me in Social Media”
• 50% of all consumers consider social media when making a
buying decision (65% among 18-24 year olds)
• 500 million + Facebook Users
• 30 million + Twitter Users (16 million + active)
• 60 million + LinkedIn Professionals
• Over one check-in per second on Foursquare
• By 2012, there are projected to be 1 billion social media users
Social Media Metrics

8. “Finding the Me in Social Media”
• Innovative and large companies early adopters (large budgets)
• Setting the tone for social media campaigns
• Primarily implemented by B2C companies
AT&T, Old Spice, Toyota, Starbucks
• Many large businesses using cross-promotional media tactics
Video (YouTube and Television), Print, Web, Mobile, SMS
• Campaigns driven by creativity, spectacle, philanthropy, and
comedy
YouTube
Social Media for Large Business

9. “Finding the Me in Social Media”
• Primarily adopted by very savvy small business owners
• Focused on networking, branding, and community
• B2B marketing
• Sharing of resources and content
Blogs, Articles, and Publications
• 80/20 Rule
80% content about industry and community
20% content about business, promotion, etc.
Social Media for Small Business

10. “Finding the Me in Social Media”
• Key to growth is education and awareness
• Medium for growth of small business and sole proprietorships
• Create jobs and change curriculum
• Complete professional integration
• Renewed sense of ethics and accountability
Social Media in the Future

11. “Finding the Me in Social Media”
• CONVERSATION
• Common platform for consumers and businesses
• Accountability and Ethics
• Not-For-Profit and Philanthropy
• Empowers consumers and focuses marketers
• Serves as a brand audit and marketing refresher for businesses*
Not-So-Perceived Benefits of Social Media

12. “Finding the Me in Social Media”
• The “Post Everything” Phenomenon
• False and self-proclaimed gurus
• Intimidation
• “Generation Degeneration”
• Perception that social media marketing is a replacement for
traditional marketing*
Pitfalls of Social Media

13. “Finding the Me in Social Media”
Building a Brand via Social Media

14. “Finding the Me in Social Media”
• Values
• Personality
• Philosophy
• Voice
• If applicable or possible, a logo and tagline
• Face-to-face networking
• Strategy*
The Components of Building a Social Media Brand

15. “Finding the Me in Social Media”
PEOPLE DO BUSINESS WITH YOU BECAUSE THEY LIKE YOU
Mantra

16. “Finding the Me in Social Media”
• Largest medium in marketing history
• Track-able via metrics (Twitter and Google Analytics)
• Completely inundated and accessible
• Exposure with like-minded communities
• Brand reputation management
• Benchmarking*
The Value of Social Media Branding

17. “Finding the Me in Social Media”
“Listen Model” Michael Gaspar 2010

18. “Finding the Me in Social Media”
• Differentiation
• Rapport and Reputation
• Grad School
• Job Opportunities
• Foundation for entrepreneurship
• Building value in an economy where difficult decisions are even
harder
Finding the Me in Social Media

19. “Finding the Me in Social Media”
QUESTIONS
#smNIU

20. “Finding the Me in Social Media”
m@michaelgaspar.com

21. “Finding the Me in Social Media”
• Northern Illinois University
• American Marketing Association of NIU
• Professor Wozniak
• Jeff Dammann
• Keith Karum
• Stephanie Pullenza & Edward Seipel
Thank You!