social media marketing - guest presentation for babson's enterprise 2.0 class ( #mis3525 )

Putting the ‘Social’ in ‘Social Media’

2011.10.14

@abelniak http://www.abelniak.com

Agenda

Introductions A Couple Of Definitions What’s The Value In This A Social Strategist’s Career Theory and Application: A Mini-review of

Projects Objectives: Set Them Up to Knock Them

Down How Do You Do This? Conclusion

image source: http://www.flickr.com/photos/uncledave981/3145772436/


http://www.flickr.com/photos/uncledave981/3145772436/

http://www.flickr.com/photos/uncledave981/3145772436/


image source: modified screen capture


Introductions

Alan Belniak http://www.abelniak.com - blog http://www.abelniak.com/t - Twitter http://www.abelniak.com/l - LinkedIn http://www.abelniak.com/g - Google+ http://www.abelniak.com/d - my delicious links

PTC (about)

Director of Social Media Marketing

http://www.abelniak.com/


http://www.abelniak.com/t


http://www.abelniak.com/l


http://www.abelniak.com/g


http://www.abelniak.com/d


http://www.ptc.com/company/index.htm

image source: Microsoft clipart



Definitions

‘Social’ Media ‘New’ Media B2B and B2C Advertising and Marketing

Take-away: It’s a Modern-day Cocktail Party


http://linkgui.de/B2B-vs-B2C


Definitions

‘Social’ Media ‘New’ Media B2B and B2C Advertising and Marketing

Take-away: It’s a Modern-day Cocktail Party


image sources: http://www.flickr.com/photos/brainfag/355239733/ ; http://www.flickr.com/photos/ironrodart/4155664186

http://www.flickr.com/photos/brainfag/355239733/

http://www.flickr.com/photos/brainfag/355239733/

http://www.flickr.com/photos/ironrodart/4155664186

image source: http://www.flickr.com/photos/volcanologist/2878457358/


http://www.flickr.com/photos/volcanologist/2878457358/

http://www.flickr.com/photos/volcanologist/2878457358/


What’s the Value of Social Media? Why Should You (or Shouldn’t You) ‘Do’ This?

Away From Advertising, Toward Marketing

Connect With Customers and Prospects

You Think That It’s a Silver Bullet You Think That This Is Your Marketing

Strategy


So, What Do I Do?

image source: http://www.flickr.com/photos/paladin27/170419601

http://www.flickr.com/photos/paladin27/170419601


The Interplay

Drive That Feedback Back to Marketing, Sales, Product Management,

…

Take Park In Those

Conversations

Listen To Conversatio

ns Online


Some Examples


The Proof of The Pudding is In The Eating


image source: http://farm1.static.flickr.com/82/238117060_fbc3731d88.jpg

http://farm1.static.flickr.com/82/238117060_fbc3731d88.jpg

http://farm1.static.flickr.com/82/238117060_fbc3731d88.jpg


Ford

What aren’t theydoing right?

Which channelsresonate withtheir buyers?

image source: http://www.scottmonty.com

http://www.scottmonty.com/

http://www.scottmonty.com/


The Cottage

How does this renderon a mobile device?

Do I get the info Iwant quickly?


Great Example http://linkgui.de/PGillin-Customer-Ser

vice

http://linkgui.de/PGillin-Customer-Service

http://linkgui.de/PGillin-Customer-Service


Real-time Example


Keep This In Mind… ‘Mobile’ isn’t

just phone… it’s tablet, too

People’s patience level with getting the information they want on a mobile device islower than from a desk-top/laptop

Quote source: http://www.nuclearblogger.com/how-to-improve-your-bounce-rate-for-mobile-viewers/

http://www.nuclearblogger.com/how-to-improve-your-bounce-rate-for-mobile-viewers/


La Riviera Gourmet


Consider This Restaurant on Facebook

https://www.facebook.com/TomassoTrattoria

https://www.facebook.com/TomassoTrattoria


Café Fresh Bagel

Where are they?! Use social data to

their advantage


Idea Paint

‘Like-gating’

Mine the followers and lists

Targeted ads on Facebook for keywords


Objectives and Metrics: A Marriage

image source: http://www.flickr.com/photos/flakstad/3890860642/

http://www.flickr.com/photos/flakstad/3890860642/

http://www.flickr.com/photos/flakstad/3890860642/


Set Objectives Early and Clearly; Measure Against Those Tone (sentiment) Velocity (spread over time, URLs, trackbacks) Attention (duration on site) Participation (comments, trackbacks) Qualitative attributes (comments, what did

they say, what did they mean)

These metrics may change over time Including the way you measure them

The key is to align the metric to the objective

presentation source: http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi


http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi




So, How Do You Start? Listen.

This is so fundamentally important that I’m going to say it again: start with listening

Where do your customers + prospects hang out? Join the networks if required

Listen to the conversations that are happening


Focus on the ‘Why?’

Why are you bothering to do this? What do you hope to learn from this?

Where are the conversations happening?

What are they talking about? What form/s of media are being

consumed?


Tools To Help

http://www.socialmention.com http://search.twitter.com/advanced http://www.wordle.net

https://adwords.google.com/select/KeywordToolExternal

http://www.keyworddiscovery.com/search.html

http://www.blogpulse.com/trend

http://www.socialmention.com/

http://search.twitter.com/advanced

http://www.wordle.net/





http://www.blogpulse.com/trend


image source: http://www.flickr.com/photos/lselibrary/4171839670/

http://www.flickr.com/photos/lselibrary/4171839670/

http://www.flickr.com/photos/lselibrary/4171839670/


Focus on The Verbs

You Need to Do This… Stop Listen Contribute and

Create (Participate)

Engage


Focus on The Verbs

You Need to Do This… Stop Listen Contribute and

Create (Participate)

Engage

… Before You Do This Sell


Remember…

image source: http://www.cityscapeabudhabi.com/Images/sponsorship-opps/Cocktail-Party-big.jpg

http://www.cityscapeabudhabi.com/Images/sponsorship-opps/Cocktail-Party-big.jpg

http://www.cityscapeabudhabi.com/Images/sponsorship-opps/Cocktail-Party-big.jpg


Thanks!

Alan Belniak http://www.abelniak.com - blog http://www.abelniak.com/t - Twitter http://www.abelniak.com/l -

LinkedIn http://www.abelniak.com/g -

Google+ http://www.abelniak.com/d - my

delicious links











Extra Stuff



http://www.slideshare.net/mkonder/what-the-fuck-is-social-media


http://www.youtube.com/watch?v=nXQdy-22TXM

Why Is This A Big Deal?



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In Summary….


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social media marketing - guest presentation for babson's enterprise 2.0 class ( #mis3525 )

Business