the house of social media v.public
DESCRIPTION
This is a presentation we created for an MBA class we taught regarding how to build an effective social media strategyTRANSCRIPT
• Loyola University B.A. • Worked at MGH • Built department in The Cyphers Agency to
harness social media for clients. • Founded Social Fulcrum in 2010. • Worked on campaigns for Microsoft, Bayer,
Texas Instruments, The National Aquarium, Strayer University, Ocean City, etc.
• Babson MBA
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A"en%on
Interest
Desire
Ac%on h"p://bit.ly/15W11xv
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What are you looking for? • Brand Sentiment • Influencers • Communities • Hot-Button Topics • Media aligned with target audience • Competition
What tools can you use?
Deliverable Example: Simple Report Number of Mentions Found: 49 Average Number of Twitter Followers For These Users: 238 Range of Twitter Followers For These Users: 0-2,045
Deliverable Example: In-Depth Report
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“Brand Assets” • Content – written, images, video, audio Blog posts, speaking
events, presentations, how-to videos, etc. • People – Expertise, Departments e.g. customer service
• Tools – Online tools e.g. body fat calculator
• Data – Database e.g. NCC recipe database
* Not a trick ques%on
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Exercise • Get with your groups • Choose a company • Try to think of 3 “materials” or pieces of
content or “brand assets” for that company
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Management
Measurement
Growth
Comprehensive Monitoring Tools
Expensive Affordable
Effec%ve + Intui%ve
Less Effec%ve, Less Intui%ve
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• Shareable content • Facebook advertising • Product shareability • Influencer Outreach / Partnerships
Jan. 2013: <100 Fans
Shareable Content
Shareable Content
Give people a reason to pay attention. When they see your content, people need to say: “I want more of that type of information”
Partnerships
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The “Fun Stuff” • Contests • Microsites • Integration with traditional campaigns • Ambassador/evangelist programs
Addendum: A Note on Content • Examples: – Visual portrayals of information – “Insider” knowledge – Complementary partnerships
• Each piece of content can be distributed multiple ways
• For more information, search “content marketing strategy”