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Transcript of SESSION OVERVIEW. SESSION OVERVIEW Understanding Social Media Notes from Topics 1-10 in Perspectives...
SESSION OVERVIEW
SESSION OVERVIEW
Understanding Social Media Notes from Topics 1-10 in Perspectives on Social Media Marketing
Social Media and the Evolution of Marketing and PR Notes from Topics 11 in Perspectives on Social Media Marketing Notes from excerpts in The New Rules of Marketing and PR (In Slideshow)
UNDERSTANDINGSOCIAL MEDIA
UNDERSTANDING SOCIAL MEDIA
Topic 1: How would you define social media?
Social Media is a verb describing “the act of creating and posting content” in an online, mobile, or virtual environment.
“Social Media is also a medium.”
Represents a medium for the people which allows us to “create and use communication channels” within our own abilities
Let's take a look at this link:What Social Media Does Best By Chris Brogan
Topic 2: Why does social media have such a powerful impact?
Intersection of the personal and the public
Non-linear Communication
Ease of Use and Speed of Information Dissemination
Open Content Revolution
WYSIWYG platform
Social Media was/is a catalyst for “behavioral transformation”
Simplicity changes behavior
UNDERSTANDING SOCIAL MEDIA
Topic 3: How has social media changed general marketing strategy?
We now have “the ability to both consume and publish [our] views, creating a totally new dynamic for marketers
Marketers have to understand the NEW media consumption behavior trends
Social Media broadens the way companies develop strategy
Shift from impressions to connections
Topic 4: Does branding still matter? Has the definition of “brand” changed?
Branding now matters more because it has gone from a macro, or large, corporate scale, to a micro, or small, individualized scale
Brands are cashing in on the concept “everyone is a brand” Watch This!
Strong branding creates an emotional connection between brand and consumer. You need a strong brand to “cut through the clutter.”
UNDERSTANDING SOCIAL MEDIA
Topic 5: Can small companies and entrepreneurs take advantage of social media? Or is it mostly for large players?
Social Media is a true celebration of the individual
Social Media is easier to execute through individuals and smaller organizations, it has most definitely entered the enterprise.
“Social Media is for any company—big, small, start-up, you name it.”
There is potential to fit social media into any size business.
Topic 6: What is personal branding and how important is it?
Personal Branding is a Product [Example: Nikki Minaj]
Personal Branding is “the act of packaging yourself in a way that presents a clear image and a message to an audience.”
Personal Branding is important because it represents a “level playing field”
Within organizations, personal brands are beneficial because they are business extensions.
UNDERSTANDING SOCIAL MEDIA
GUIDELINES FOR EFFECTIVE SOCIAL MEDIA USE
Be human.
Add value.
Don't reveal confidential information
Be professional.
Be aware of your responsibility.
Check your facts and credit your sources.
Disclose who you are.
Understand and implement your client's policies.
Know who you're linking to.
Pretend it's a party.
______________________________________Topic 7: Should companies allow executives
or other employees to develop personal brands as representatives of the company? YES!!!
UNDERSTANDING SOCIAL MEDIA
Social Media is the magical bullet for all of digital.
Social Media has an owner in the organization.
Social Media is just another channel.
Social Media lives only online
Social Media alone is a big idea
Social Media is either earned or paid
Social Media is just about pitching blogs.
Social Media is cheap
Wish Social Media, instead of going big, you should go small, go real, and go deep
______________________________________Topic 8: What are some of the
popular misconceptions many marketers have about social media?
UNDERSTANDING SOCIAL MEDIA
Topic 9: Should traditional marketing efforts be relegated to a museum? Or do they still hold value?
Traditional Marketing still holds value because the marketing is about “how the message is conveyed.”
A combination of “traditional marketing” efforts and “new media” marketing efforts gives companies a broader reach.
The term “traditional” is what stifles the growth of marketing by placing boundaries on a limitless field based on innovation and creativity.
Topic 10: How (if at all) has social media altered the consumer buying cycle?
Social media has changed the steps from basic to detail oriented.
Deeper Product/Service Research
Post Purchase Review/Sharing
Broader platform for Product/Service Awareness
Interest peaks with “collective crowd” trends
Consideration is changed by access to consumer stories
SOCIAL MEDIA and
THE EVOLUTION of MARKETING & PR
SOCIAL MEDIA and THE EVOLUTION of MARKETING & PR
Topic 11: Is Social Media an Evolution of Marketing or an Evolution of Public Relations? How has Social Media changed PR?
“... social media doesn't slant toward any one particular discipline: it's a tool that can be used by all.”
XHTML brought media to life
Social media is constantly evolving, making it hard to categorize or how to “characterize that evolution”
Social Media is on of many drivers for Search Engine Optimization or SEO and Search Engine Marketing or SEM
SOCIAL MEDIA and THE EVOLUTION of MARKETING & PR
“OLD RULES OF MARKETING” From The New Rules of Marketing & PR by David Meerman Scott
The Old Rules of Marketing Are: Generic Company Driven and Impersonal
1. In the old formula, Marketing = Advertising + Branding 2. Advertising was done on a massive/*macro scale 3. Disruptive/Distracting attention getting strategies 4. One way message: Company -> Consumers 5. Strictly sales oriented 6. Constrained Campaigns – Limited Life 7. Creative Content Concentration 8. Advertising for Accomplishment 9. Advertising and PR were *divergent
SOCIAL MEDIA and THE EVOLUTION of MARKETING & PR
“NEW RULES OF MARKETING” From The New Rules of Marketing & PR by David Meerman Scott
The New Rules of Marketing Are: Focused Client Driven Personal
1. Marketing = Advertising + New Media Strategies 2. PR targets on a macro AND micro scale 3. You are what you publish. 4. Be Authentic! 5. Be Interactive! 6. Need based content delivery 7. Serve the underserved. 8. Web based PR 9. Win business, not awards. 10. Return of Public PR 11. Purchase Driven Content 12. Direct Communication wBuyer/Client(Individualized) 13. Advertising and PR *convergent
SOURCESPerspectives on Social Media
Http://www.getperspectives.com
The New Rules of Marketing & PRhttp://www.davidmeermanscott.com/books.htm