The document discusses social media marketing and advertising. It provides an overview of topics like the consumer decision making process, advertising on social media, what people like and dislike about social media, and measuring the impact of social media marketing. It also shares advice and perspectives from experts on topics such as developing engaging content, identifying influencers, listening to online conversations, and creating a social media personality.

1. @rajsmurthy
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2. YOUR PRESENTER
 Raj S Murthy Ph.D.
 Engineer, Manager, Consultant, Marketer, Professor
Twitter, Skype, G+, LinkedIn: RAJSMURTHY
www. rajmurthy.com
@rajsmurthy
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3. OVERVIEW
 Reviewing the consumer decision making journey
 Advertising on social media
 What we love and hate about social media
 The Basic
 Greek philosophy
 Tom cruise
 Karl Popper
 Show me the money
 Content ninja time
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4. REVIEW MATERIAL
Evoked Set
Group of brands, resulting from an
information search, from which a buyer
can choose
Consideration Set
A smaller set of brands narrowed down
from the evoked set from which actual
choice is made
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5. TRADITIONAL SALES FUNNEL
Leads
Prospects
Customers
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6. NEW MEDIA SALES FUNNEL
Customers
Prospects
Leads
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7. ADVERTISING ON SOCIAL MEDIA
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8. CAPTIVE AUDIENCE
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9. THEY WILL NEVER TAKE OUR FREEDOM
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10. DOES ADVERTISING WORK HERE?
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11. CONSUMER DECISION JOURNEY
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12. BLOG TWITTER FACEBOOK CHECK
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13. THE PROS/CONS LIST
 Why we love social media
 Connect directly with customers, contacts, fans.
 Deepen customer relationships and answer their questions quickly.
 Reach prospects who are highly targeted.
 Be in front of followers and customers frequently, even daily.
 Get feedback and learn what's on your customers' minds fast.
 Create new business opportunities.
 Here's why some entrepreneurs hate social media. It:
 Takes a lot of time.
 Increasingly takes money, for staff or ads, to be viewed.
 Is challenging as to what to post.
 Is hard to measure ROI.
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14. ICANHASCHEEZBURGER
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15. WHERE ARE THE INFLUENCERS?
 Who is talking about the problem your product solves?
 Where are they talking about it and what language are they using?
 Who are the influencers actively able to affect awareness and product
use?
 Klout, Kred, PeerIndex, recent hashtags, participation in twitter chats
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16. LISTEN FOR INSIGHT
Social media monitoring is an ongoing effort to assess
online interest trends and for hits about a particular
topic during a given moment in time
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17. COMMUNITY IS THE CORE OF SOCIAL
Communities already exist. Instead think
about how you can help that community
do what it wants to do.
Marc Zuckerberg – Entrepreneur, Facebook, Privacy Enthusiast
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18. CONTENT IS THE ENGINE OF MARKETING
In the past you were what you owned.
Now you are what you share.
Charles Leadbeater - Journalist/Author/Political Advisor
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19. ARISTOTLE CAN HELP YOU WRITE CONTENT
 Logos - Logic, Facts, Social Proof
 Pathos – Emotions. Connectedness, vivid language and narratives.
 Ethos - Credibility, Authority and Authenticity
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20. ARISTOTLE CAN HELP YOU WRITE CONTENT
 Logos
 Facts
 Reasoning
 Social Proof
 Pathos
 Emotion
 Human
 Storytelling
 Ethos
 Credibility
 Authority
 Authenticity
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21. SOCRATES CAN HELP YOU TWEET
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22. SHOW ME THE MONEY
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23. CLOUDS AND CLOCKS
 Do not interpret clouds as clocks
and clocks as clouds.
 Identify what social media does
for you over time.
 You have already planned and
aligned your objectives and goals
for social media with the larger
business strategy.
 Some items are simply not going
to be measured in a direct
manner.
 Get creative in measuring items.
 Not too creative, grasping at
clouds is not helpful.
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24. BASIC LEVEL - GOOGLE ALERTS
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25. EXPECTED LEVEL - GOOGLE ANALYTICS
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26. NINJA LEVEL - GOOGLE URL BUILDER
 For every link you post
 Three simple items to fill out
 Copy link and post it in
 Emails
 Facebook links
 Website links
 Twitter links
 Affiliate links
 Own blog
 General blogs
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27. CONSUMER DECISION JOURNEY REVISIT
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28. SHARE THE CREDIT WITH SOCIAL
Giving all of the credit to the first click is “like giving all of the credit
for marrying my wife to my first girlfriend.”
Avinash Kaushik – Google Analytics Evangelist
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29. SOCIAL MEDIA PERSONALITY
Confidence Without Attitude
Dean Rich Lyons – UC Berkeley
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30. FIGHT THE URGE TO BE EVERYWHERE
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31. SOCIAL MEDIA POLICIES
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32. SOCIAL MEDIA POLICIES
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33. SOCIAL MEDIA POLICIES
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34. SOCIAL MEDIA INSURANCE
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37. PLATFORMS ARE DIFFERENT
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38. CONTENT SHOULD BE PERSUASIVE
 Establish credibility
 Humanize your brand
 Establish thought leadership
 Be authentic
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39. BLOG LIKE ARISTOTLE. TWEET LIKE SOCRATES
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40. SOCIAL MEDIA
IS LUCID CHAOS
Twitter, Skype, G+, LinkedIn: RAJSMURTHY
www. rajmurthy.com
@rajsmurthy
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