A Primer on Social Media

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Some basics of social media for an undergraduate class at Babson College

Transcript of A Primer on Social Media

  • 1. Putting the Social in Social Media
    2010.10.01

2. Agenda
Introductions
Definitions
Value
Objectives and Metrics: a Marriage
Mini-Casestudy: Facebook Insights
How?
2 ears and 1 mouth
Wrapping Up
A Quick Look at Your Projects
3. 4. Introductions
Alan Belniak
@abelniak orhttp://www.Twitter.com/abelniak
PTC (about)
Director of Social Media Marketing
5. 6. Definitions
Digital Media
Social Media
New Media
Advertising and Marketing
B2B marketing vs. B2C marketing
Take-away: Its a modern-day party
7. Backdrop(1 of 2)
8. Backdrop(1 of 2)
In Summary.
9. Backdrop(2 of 2)
10. 11. http://www.youtube.com/watch?v=nXQdy-22TXM
12. 13. Whats the Value of Social Media?Why Should You (or ShouldntYou) Do This?
Away From Advertising, Toward Marketing
Connect With Customers and Prospects
You Think That Its a Silver Bullet
You Think That This Is Your Marketing Strategy
14. Objectives and Metrics: A Marriage
15. 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
16. 17. Mini-Case Study: Facebook Insights
Insights are OK
Exporting data to .csv is better
Looked at what activity resonated with audience
Did more of that
Looked at regions, too
18. 19. So, How Do You Start?Listen. (2 ears)
This is so fundamentally important that Im 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
20. Focus on the Why?
Why are you bothering to do this?What do you hope to learn from this?
Whereare the conversations happening?
Whatare they talking about?
Whatform/s of media are being consumed?
21. How?Just One Example: FBML(1 mouth)
FBML = Facebook Markup Language
Know HTML?Then you know FBML
22. 23. Wrapping Up
Social Media is a conversation, not a bullhorn
A wealth ofmarket research is at your fingertips
You just need to listen
24. Focus on The Verbs
You Need to Do This
Stop
Listen
Contribute and Create (Participate)
Engage
25. Focus on The Verbs
You Need to Do This
Stop
Listen
Contribute and Create (Participate)
Engage
Before You Do This
Sell
26. 27. The Proof of The Pudding is In The Eating

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28. The Proof of The Pudding is In The Eating
29. The Proof of The Pudding is In The Eating
30. The Proof of The Pudding is In The Eating
Whats the problem here?
31. The Proof of The Pudding is In The Eating
32. The Proof of The Pudding is In The Eating
Dialogue?
33. The Proof of The Pudding is In The Eating
34. The Proof of The Pudding is In The Eating
35. Remember
36. Resources
My links on social media
Other bloggers who get this:
Chris Brogan, CC Chapman, Todd Defren, Jason Falls
My blog
Listening: moving from strategy to tactics + tools
Keyword search tools:
https://adwords.google.com/select/KeywordToolExternal
http://www.keyworddiscovery.com/search.html
http://www.blogpulse.com/trend
37. Thanks!
Alan Belniak
@abelniak orhttp://www.Twitter.com/abelniak
http://www.SubjectivelySpeaking.net