Slides from March 5, 2012 guest lecture on online marketing and building your personal brand through Social Media.

1. Peter B Gustavson School of Business – Service Management
March 2012 – Robert Cooper

2.  What is Social Media?

3.  Social Media for Individuals.
 Social Media for Companies.
 Advertising through Social Media.

4. A sure-fire plan:
 Become an expert on something.
 Build a network.
 Become known as an expert.

5.  Start now on your network.
 Be a specialist.

7.  So I want to get known for having
specialized knowledge as an expert in
Hotel Consulting...

8.  Travel Patterns
 Occupancy Rates
 Currency Implications
 Green Strategies
 Maybe even become a specialist on
one of the above.
 Let’s look at venues to post
links, share insights and get known…

9.  Blogs & Guest Posts
 Website?
 Linkedin
 Twitter
 Article Marketing
 Press (i.e. HARO)

11.  Content Plan
 Platform?
 Hosted/Self Hosted?
 Site possibilities?
 SEO

12.  Different
local, internation
al and vertical
strategies.
 Excellent promo
tool for your
blog and vice
versa.

13.  Facebook for Business, with $$$ involved.
 Connect forever with everyone you meet
(and like) in business.
 Access to folks you couldn’t otherwise get
to.
 Ridiculously powerful if you use it
proactively (1/2 – 1 hour/week).

14.  The new resume...

15.  “Live” Rolodesk

16.  Status

17.  Groups:

18.  Answers:

19. Results (with modest, systematic effort):
 Contract – New York
 Featured Case Study –
Texas/MarketingProfs.com
 Contract x 2 – Tucson
 Contract – Ottawa
 Contract – Singapore/San Francisco

23.  B2B? Think about a trade show analogy.

24.  B2C?
◦ Make your customers look great and give them a
way to show the rest of the world (newsfeed).
◦ Engage and invite feedback.
◦ Incentivize engagement ONLY with relevant
rewards and reward the behaviours you want to
see.
◦ Keep it simple.

28.  Typical user
has well over
150 friends.
 Having 10 photos from an event tagged on
your Facebook page can mean 1500+
impressions to the Friends of your tagged
subjects.

31.  Still a tiny fraction of the ad click volume of
Google (think maybe 5% at the top end).
 Not highly practical for B2B.
 Fantastic demographic targeting.
 Great opportunities for B2C.

37.  What’s the value of reaching your own portfolio of relevant
niches for a few dollars a day vs paying $500-$5000 on a
one-time, untargeted print ad?

38.  Limited volume for broader offerings.
 Fantastic targeting for B2B.
 Overall, generally cost effective.
 Accessible through other channels as well...