Teaching Social Business: My Faculty Shoptalk
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Social Media,Social Business
Sheree Martin, J.D., LL.M., Ph.D.
Faculty ShoptalkNovember 19, 2013Samford University
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Questions I’ll Address:● What is content marketing?● What is social business and, more
importantly, why does it matter?● How has the social web changed the rules for
marketing and promotion?● Why are these topics worthy of classroom
time, scholarship and creative projects?
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My Background:Business-Focused Strategic Communication
Business lawyer (11 years, total)Nearly half of doctoral course work in Culverhouse C&BA courses (management and statistics)Entrepreneurial mindsetNew ideas, "Third Way"
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FoundationPaid MediaOwned MediaEarned Media
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Content Marketing/Inbound Marketing
● Create informative, useful, entertaining free content to help current and prospective customers.
● Answer questions about products, services or industry.● Build awareness and trust.● Shows how the product/service solves a problem.● Tell stories.● Publish on website.● Share through social channels.
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http://contentmarketinginstitute.com/2012/02/history-content-marketing-storytelling/
Content marketing has a long history.Joe Pulizzi, founder the Content Marketing Institute, starts with The Furrow magazine, created and published by John Deere to educate farmers about new farming technology and the business side of farming.
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Content, Not "News"
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My Tech History
Image Credits:Cassette Recorder: http://2or3lines.blogspot.com/2012/11/beatles-you-never-give-me-your-money.htmlVSH Camera: http://www.mrmartinweb.com/video.html Macintosh: http://brianzeve.wordpress.com/2011/10/09/thirty-five-years-of-technology-transformation-thank-you-mr-jobs/Word for Windows: http://www.crystalxp.net/news/en739-evolution-microsoft-word-logo-interface-home-page.htm
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My Internet History: Early Social
Image Sources : http://stopmebeforeiblogagain.com/a-brief-history-of-social-networks/http://www.stockmarketlogos.com/telecom-services/earthlink-logo-stock-symbol/
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My Internet History: 1999-2003
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My Internet History: 1999-2003
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Dot Com BubbleFreelance Vulcan PublicationsInternet PortalsMy First Content Marketing Experience● 3-5 articles per month
for print + online content publishing
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Big Brands Are Moving Their Money
USA Today, Dec. 12, 2010http://usatoday30.usatoday.com/money/advertising/2010-12-11-pg-advertising_N.htm
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B2B Content Marketing 2014Benchmarks, Budgets & Trends--North AmericaContent Marketing Institute & MarketingProfs
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B2B Content Marketing 2014Benchmarks, Budgets & Trends--North AmericaContent Marketing Institute & MarketingProfs
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B2C Content Marketing 2014Benchmarks, Budgets & Trends--North AmericaContent Marketing Institute & MarketingProfs
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B2C Content Marketing 2014Benchmarks, Budgets & Trends--North AmericaContent Marketing Institute & MarketingProfs
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New Marketing Strategy Revealed in 2012
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Three Core Underlying Goals
Creative, out-of-the-box thinking
Throw away rules
Relationships, not broadcasting
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Topic AreasWebsite Management (WordPress)Marketing Sales FunnelSocial ChannelsSEODigital Analytics● Google (Universal)Analytics, Facebook, TwitterBrand Best PracticesP-O-S-T Planning: People, Objectives, Strategies & Tactics
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http://davidrogers.biz/blog/rethinking-the-marketing-funnel-in-a-world-of-social-media/
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Explore. [En]Vision. Plan. Do. Analyze.
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Required Reading:
"Markets are Conversations"
95 Theses
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Storytelling
Helpful Information
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Website
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Podcast Project (10%): Why?
January/February 2012 Survey
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Podcasting: Why Part 2:
January/February 2012 Survey
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Podcasting: Why Part 3USA Today Feature: August 15, 2013
http://www.usatoday.com/story/tech/columnist/talkingtech/2013/08/15/podcast-explosion/2647963/
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http://socialmediaclasspodcast.com
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"Nuggets" & Participation (10%)
Students are expected to become active, self-directed learners and monitor various online blogs and thought-leaders.
Share "nuggets of wisdom" with the class orally and via the class blog.
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Online Treasure Hunts
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Mini-Reports (10%)Brand Case StudiesNiche Social NetworksTools & ResourcesMetrics & Analytics
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Mini-Campaigns● Added Fall 2012● 2-3 weeks● Students discover the challenges of gaining friends,
fans, likes, shares, RTS on Twitter, Facebook, Instagram, Pinterest
● Opportunity to quickly get into Facebook Insights and Twitter analytics
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Comprehensive Strategic Plan (40%)
● P-O-S-T Approach○ People○ Objectives○ Strategies○ Technologies + Tactics
● Key Performance Indicators● Content Ideas● Sample Content● Editorial Calendar
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Content Curation
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Sundrieshttp://socialmediapractices.wordpress.com
Guest Speakers● Rene Willet of The Weather Channel● David Griner, Luckie & Co.● Hafez Adel, ReTargeter● Wade Kwon, Birmingham Blogging Academy
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Media of ReligionTwitter researchPeer-reviewed conference paperThe Megachurch Tweets