+

The Business of Social Media

+Traditional Media

Content Production

One to Many Communication

Performance / Talent

Distribution

Promotion and Marketing

Audience Measurement (Nielsen example)

Advertising / Sales

+Some terms and issues

Positioning (ID – Identifiable Difference)

Branding, USP

Spec spots vs. storyboards

Co-op was common

Developing creative ideas, target audience

Measuring audience use… Arbitron & Nielsen

CPM, CPP or PI ads

ROI for client

+Digital Media

Time Berners-Lee, August 1991

Original ideas – extension of traditional Media

‘Web 2.0’

Users, not audience

PI becomes PPC

CTR becomes a way of measuring success

Google creates effective search algorithm, creates need for SEO tools

+Social Media

Content Production

Dynamic and Flexible Communication

Performance / Talent

Distribution

Promotion and Marketing

User Measurement (analytics)

Advertising / Sales (banner ads, video ads, PPC, viral)

+Social Media

Recent studies about changes Arbitron-Edison research

Building an online presence Web site / design, usability, keywords, SEO Blogging & Tweeting Social media interacting Everyone is a publisher Traditional non-media businesses have media savvy skills

+Effective Internet Presence

What to be / what not to be

What to publish / what not to publish

Importance of LinkedIn

Personal Branding (MC Hammer)

Move outside your space – comments on targeted blog sites, reviews posted elsewhere, etc.

Own your own name

Dealing with Digital Dirt

+Building a Web Site

HTML and CSS

Java

Webs, Weebly, Wix and more

WordPress-based web page

Future of web sites – anchor location?

Building and using apps Which is easier for mobile media devices

+SEO

Google style search engines: algorithm, crawls the web, indexes based on keywords and other algorithm code

Knowing how results come to the top allows a savvy user to show up high in search results

Google and others change in response, users change in response

CTR (success of ad campaign); how page is coded (links, images, page titles, etc.);

Use or not of various code: Flash, Java, etc.

Bottom line: not manipulation but dynamic content

+Build it, then…you’re lost in the crowd. Advertise, analyze and measure – SWA – SWOT analysis

Marketing Plan – Social Media Marketing

Google Analytics, Clicky, etc.

Tools like Google Trends: delivers charts that portray how often a particular search term or terms is entered relative to the total search volume across regions of the world, and in various languages.

Google Insights can help you determine which messages resonate best.

Use Technorati to track blogs (tags, keywords)

Calculate ROI

Challenge of Social Media ROI

+Variety of online activities…

Creating connected distribution outlets (blog, Twitter, Facebook, YouTube channel, etc.

Wikis, SecondLife, Pinterest, Vine

Creating and distributing RSS Podcasts newsfeeds iTunes PodcastAlley Any ‘newsreader’ service

° Putting a video in your standard distribution is NOT a podcast

+The Business Part

You need users

You need to be able to measure what you do

You can use free / WOM but also likely will need paid advertising

Google AdWords / Yahoo! Search Marketing etc.

Back to ROI

Reality of building / reality of maintaining

Example 1 (Kagan) Example 2 (Millennials)