UW Entrepreneurial Marketing - Social Media Tactics

Social Media Marketing

Andy Boyer
Social3i Consulting | Relaborate.com

Spring 2012 | Entre 528

• Intros
• Social Media Success Stories
• Social Media Strategic Frameworks
• How to Get a Job in Social Media
• Q+A

Spring 2012 | Entre 528 2

My Bio: Why I’m here
• Currently: Principal @Social3i Consulting
– www.social3i.com
• Also: Co-Founder of Relaborate
– www.relaborate.com
• Past: Principal at Spring Creek Group (Bought
by Interpublic Group (IPG) Mediabrands)
• Before that: UW MBA 2004-2006
• Before that: RealNetworks 1996-2002
• Before that: Mktg/PR in Minor League
Baseball and Ski Industry

My Bio: How to Find Me
• Google / Bing Andy Boyer
• linkedin.com/in/aboyer
• Facebook.com/andyboyer
• Twitter.com/aboyer
• Gplus.to/andyboyer
• Email:
– aboyer@gmail.com
– andy@social3i.com
– andy@relaborate.com
– arboyer@uw.edu


What have you guys been up to?

• Who has previous social media experience to
share?


• Intros
• Q+A


• Intros
• Social Media Landscape
• Q+A


Quiz Time: Basic Logos We Probably Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare Tumblr Flickr


social3i Proprietary and Confidential 9

Making sense of everything
(The Brian Solis Flower)


Thanks to Twitter, News Now Travels
at the Speed of Social Media
• 3:26 pm photo
was posted to
Janis Krum’s
(@jkrums) twitter
profile

• New York Times
broke the news at
3:48 pm and
didn’t post to the
front page until
4:00 pm

Page 11

The moment that defined Twitter for the mainstream


Facebook Photo-Mania

In 2011, Facebook Users:
• Uploaded 4,300 Photos Every Second
Over New Year's Weekend
• 750 million photos total for the NYE
weekend.


Facebook buys Instagram for $1 Billion


We make superstars out of anyone


Videos *can* go from social to mainstream


• Intros
• Individual Campaigns
• Q+A


Product Development: Dell Idea Storm


Customer Service


Community Involvement


Generating Press

Page 24

Awareness (Meme Jumping)


Conversion


Mining Social for Memes


Coordinated Offline / Social Campaign


Thought Leadership


Retention: Blog/Email


No Social Plan = Disaster Waiting to Happen…


• Intros
• Starting Your Campaign
• Q+A

10:15

Before You Get Started –
Know WOMMA’s Rules
• www.womma.org

• It’s all about the Honesty ROI. Ethical word of mouth
marketers always strive for transparency and honesty in all
communications with consumers, with advocates, and with
those people who advocates speak to on behalf of a product.

* Honesty of Relationship – you say who you’re speaking for
* Honesty of Opinion – you say what you truly believe; you
never shill
* Honesty of Identity – you say who you are; you never falsify
your identity


What We’re Going to Consider Before Building
Any Channels
• Who are we reaching?
• What do we want them to do?
• Which parts of the company can we involve?
• How much trust have we earned so far?
• What do these people like to do?
• What tools do we have at our disposal?
• How much time do we have to dedicate to this effort?
• What kind of budget do we have to work with?
• What does our existing marketing calendar look like?
• Then…… A Social media Calendar Develops almost
naturally


Audience Identification:
Where are you, and where can you hope to get?

Influence

Melding social into your
overall marketing program
Integrate

Enagaging with fans, followers, press,
analysts and critics
Interact

Basic benchmarking, auditing and listening to conversation
about your brand, customers & products
Interest

Develop marketing and business plans without benefit of any data or
insights generated on the social web about you or competitors
Ignore


How Social Helps Target Your Message

Broad
Brand
Message

Potential Customers


How Social Helps Target Your Message

Narrow,
Brand Targeted
Message

Potential Customers


Audience Identification


Audience Identification: Sample Persona

• Jenny
• Age: 13-18
• Hobbies: Music, Hanging out with friends
• Where she gets Info: Facebook

• Jenny lives on Facebook, and on music sites
like Pandora, Grooveshark, Mog and Spotify
• She wants to be the first of her friends to
share new music and concert information.
• She is influenced by other trend setters,
and followed by many people who look to
her for pop culture stories.


Audience Identification: Sample Persona
• Steve
• Age: 25-34
• Hobbies: Technology, Workaholic
• Where he gets Info: Smartphone Apps, Mobile Web

• Steve is on the go. You can update your website all
you want, but he’ll never see it unless someone
sends it ot him via Twitter.
• Steve can’t be reached via radio, print or direct
mail. He listens to XM when his iPod isn’t plugged
into his car stereo playing podcasts he downloaded.
• When Steve isn’t working, he is working out and
exercising, buying healthy foods, and attending
networking events.


Sample Editorial Calendar
Editorial Calendar

Date Offline Sales Calls Aggregated Blog Facebook (In Twitter (In YouTube Foursquare
Event Content on addition to addition to
Web Site general replies and
discussion) discussion)

Sun 7/10
Mon 7/11
Tues 7/12
Wed 7/13
Thurs 7/14
Fri 7/15
Sat 7/16
Sun 7/17
Mon 7/18
Tues 7/19
Wed 7/20
Thurs 7/21
Fri 7/22
Sat 7/23
Sun 7/24
Mon 7/25
Tues 7/26
Wed 7/27
Thurs 7/28


• Intros
• Tools and Resources
• Q+A

10:15

Building a Campaign Step 1:
Set up a dedicated email address


Use Namechk to find a good handle


Use DandyID to look for new channels


Use Tools to Organize – such as Hootsuite


Use Tools to Organize – such as TweetDeck


Use Tools to Organize – such as CoTweet


Monitor your accounts with things like www.twilert.com


Embed content into your blog with Flickr Slideshows


Use Google Hangouts to build webinars


• Intros
• Building your own brand and skills
• Q+A


You Must Own Your Brand


About.me


Flavors.me


A Chance


Questions to Have Answers For
• What are some social media case studies that I haven’t
heard about?
• How do you measure social media effectiveness?
• How would you launch a social campaign from scratch?
• How would you integrate social media across the company?
• Who do you read or follow to stay up to date on new
advancements?
• What is your customer’s usual engagement with social
media?
• What are our competitors doing well or where can we win?
• How do you use your mobile device?
• If you were starting a campaign from scratch, whats the
first thing you would do?
• What you don’t need: “Marketers” who don’t engage in
social channels themselves

If you really want a social media job you…

• Blog
• Have random Facebook pages that you test
• Read articles from Mashable, ReadWriteWeb,
Social Media Examiner, Hubspot, etc…
• Live, eat, breathe social media


• Intros
• Understand the Org
• Q+A


HR is Looking for You

Spring 2012 | Entre 528 http://www.slideshare.net/melissakmurray/q3-social-media-recruiting-update

Find the Hiring Manager

Spring 2012 | Entre 528 http://www.slideshare.net/insideview/social-media-in-b2b-sales-smplus

Understand how much of the budget is being allocated

Spring 2012 | Entre 528 http://www.marketingprofs.com/charts/2011/5990/cmos-budgets-hiring-up-optimism-down

• Intros
• Know what you are applying for
• Q+A


What skills are needed in a Community Manager

• Social Media Enthusiasts
– Bloggers
– Experimenters
– Who are they connected to
• Writing
• Customer Centric
• Video / Photo Editors
• Big Picture Thinkers


Jobs in a Social Media Agency

• Principal / Strategist
• Analyst
• Account Manager
• Community Manager
• Creative Team


Thanks.

• Google / Bing Andy Boyer
• linkedin.com/in/aboyer
• Facebook.com/andyboyer
• Twitter.com/aboyer
• Gplus.to/andyboyer


UW Entrepreneurial Marketing - Social Media Tactics

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