anvil case8 social media marketing presentation 0210

Social Media Marketing Fundamentals

Kent LewisPresidentAnvil Media, Inc.@kentjlewiskent@anvilmediainc.comwww.anvilmediainc.com

Social Media Usage & Attitudes

Social Media Marketing Growth

Benefits of Social Media Marketing

Gain industry and constituent insights

Provide affordable customer service

Create or extend brand awareness

Build community & thought leadership

Generate measurable top line revenue

The Challenge of Social Media

Social Media Success Factors

RelevanceValueCommitmentHonesty Transparency

Social Media Strategy: MCE2

Monitor & Measure

Create & Communicate

Engage & Empower

Social Media: Categories

Networking

Blogs

Reviews

Media Sharing

Bookmarking

Expert Communities

News

Wiki

Microblogging

BlogsMedia

Community

IdeasPeople

Businesses

PersonalProfessionalGeographic

Twitter Usage & Attitudes

Microblogging: Twitter Customize background Optimize profile description Cross-post & promote

Facebook Growth & Marketing

Student Community: Facebook Customize tabs/content via FBML Utilize apps like Sprout & Wildfire Monitor & engage

Alumni Community: Facebook Ideal platform for alumni Keep alumni informed Provide value BEFORE the ask

Blogging: WordPress News resource SEO-friendly plug-ins Cross-promote posts

Video: YouTube Channel Leverage existing content Utilize existing assets Monitor comments

Images: Flickr Highlight campus Promote activities & events Encourage student engagement

Vertical Community: Zinch Designed for university system Leverage scholarship connection Post surveys & pools

Community: LinkedIn Groups Well-designed for alumni Also useful for graduating students Participate in discussions

Collaboration: Wiki Friendly folksonomy structure Allow constituents to manage Suggest dedicated editors

Community: Ning Free custom community Utilized as a partner extranet Cost-effective collaboration

Custom: Powered by Orange Can be custom-tailored Constituents provide content Engage & learn

Website Integration: Directory Cross-promote profiles Provide a reliable resource Search-engine friendly

Employee Engagement Guidelines

Be transparent

Be judicious

Write what you know

Perception is reality

It’s a conversation

Add value

It’s a responsibility

Create some excitement

Be a leader

Acknowledge mistakes

Pause and then send

Bonus GuidelinesBe timelyBe relevantBe informativeBe entertaining

Monitoring & Measurement

Case Study: Oregon State University

Objective:Increase student engagement & enrollment

Strategy:Overhaul Facebook Fan Page

Engage intern to manage content

Results:152% increase in page views

225% increase in photo views

510% increase in new fans

1,984% increase in total interactions

Case Study: Oregon State University

Social Media Tools

answers.yahoo.combloglines.comfriendfeed.comgoogle.com/alertshootsuite.compipes.yahoo.comping.fmsearch.twitter.comtubemogul.comtweetdeck.comwordpress.com

Question & Answers

Kent LewisPresidentAnvil Media, Inc.@kentjlewiskent@anvilmediainc.comwww.anvilmediainc.com