Presentation I gave November 19, 2013 about how I teach a course I developed called Social Media Practices. It's really about social business, but I'm in the JMC department and couldn't use "Business" in the course title. I also cover how/why I'm uniquely-qualified to teach this course--I actually use the tools I teach and have been engaging socially online since 1990.
2. Questions I’ll Address:
● What is content marketing?
● What is social business and, more
importantly, why does it matter?
● How has the social web changed the rules for
marketing and promotion?
● Why are these topics worthy of classroom
time, scholarship and creative projects?
3. My Background:
Business-Focused Strategic Communication
Business lawyer (11 years, total)
Nearly half of doctoral course work in
Culverhouse C&BA courses (management and
statistics)
Entrepreneurial mindset
New ideas, "Third Way"
5. Content Marketing/Inbound Marketing
● Create informative, useful, entertaining free content to
help current and prospective customers.
● Answer questions about products, services or industry.
● Build awareness and trust.
● Shows how the product/service solves a problem.
● Tell stories.
● Publish on website.
● Share through social channels.
6. Content marketing
has a long history.
Joe Pulizzi, founder the Content Marketing Institute,
starts with The Furrow magazine, created and
published by John Deere to educate farmers about
new farming technology and the business side of
farming.
http://contentmarketinginstitute.com/2012/02/history-content-marketing-storytelling/
8. My Tech History
Image Credits:
Cassette Recorder: http://2or3lines.blogspot.com/2012/11/beatles-you-never-give-me-your-money.html
VSH Camera: http://www.mrmartinweb.com/video.html
Macintosh: http://brianzeve.wordpress.com/2011/10/09/thirty-five-years-of-technology-transformation-thank-you-mr-jobs/
Word for Windows: http://www.crystalxp.net/news/en739-evolution-microsoft-word-logo-interface-home-page.htm
9. My Internet History: Early Social
Image Sources : http://stopmebeforeiblogagain.com/a-brief-history-of-socialnetworks/
http://www.stockmarketlogos.com/telecom-services/earthlink-logo-stock-symbol/
12. Dot Com Bubble
Freelance Vulcan
Publications
Internet Portals
My First Content
Marketing Experience
● 3-5 articles per month
for print + online
content publishing
13. Big Brands
Are Moving
Their Money
USA Today, Dec. 12, 2010
http://usatoday30.usatoday.
com/money/advertising/2010-12-11-pgadvertising_N.htm
14. B2B Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs
15. B2B Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs
16. B2C Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs
17. B2C Content Marketing 2014
Benchmarks, Budgets & Trends--North America
Content Marketing Institute & MarketingProfs
19. Three Core Underlying Goals
Creative, out-of-the-box
thinking
Throw away rules
Relationships, not
broadcasting
20. Topic Areas
Website Management (WordPress)
Marketing Sales Funnel
Social Channels
SEO
Digital Analytics
● Google (Universal)Analytics, Facebook, Twitter
Brand Best Practices
P-O-S-T Planning: People, Objectives, Strategies & Tactics
32. Podcasting: Why Part 3
USA Today Feature:
August 15, 2013
http://www.usatoday.
com/story/tech/columnist/talkingtech/2013/08/15/podcastexplosion/2647963/
34. "Nuggets" & Participation (10%)
Students are expected to become active, selfdirected learners and monitor various online
blogs and thought-leaders.
Share "nuggets of wisdom" with the class orally
and via the class blog.
37. Mini-Campaigns
● Added Fall 2012
● 2-3 weeks
● Students discover the challenges of gaining friends,
fans, likes, shares, RTS on Twitter, Facebook,
Instagram, Pinterest
● Opportunity to quickly get into Facebook Insights and
Twitter analytics