Lecture 2 for UCF BA (Hons) Advertising - introducing process for creating a social media strategy

1. BA (Hons) Advertising Building a Social Media Strategy

2. What is Social Media??

3. “ The host of online technologies and platforms that allow users share resources and media content whilst communicating with their peers and connect with others” “ Social media are primarily Internet-based tools for sharing and discussing information among human beings.”

4. “ Social media are primarily Internet & Mobile based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.” http://econsultancy.com/uk/blog/3527-what-is-social-media-here-are-34-definitions

8. Remember…. Social Media is about conversations and connections

10. Forrester POST Method http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

11. Initial Listening & Research

12. Always LISTEN first Listen – Research - Identify

20. Research - Technographic Profiling Forrester Technographic Profiling Tool A consumers technographic profile indicates their level of interaction and participation online – useful profiling tool

22. Who Should You Be Connecting With? http://arengrimshaw.co.uk/an-introduction-to-social-media-for-business/businesslink/

23. Define Aims and Objectives

26. Customer Service Case Study

27. Product Development Case Study

28. Brand Community Case Study

29. Assessing Available Time & Resources

33. Create Social Media & Content Strategy

35. HOW are we going to achieve our aims and objectives?

37. Always ask yourself… WHY am I doing this?

38. Define Social Media Mix

40. Draw on your research and strategy Always ask WHY?

41. http://www.theconversationprism.com

42. Ongoing Monitoring

43. Return on Investment ROI

47. Campaign Monitoring Tools

48. And don’t forget… This is a circular process

50. Social Media Module on SlideShare http://www.slideshare.net/UCFadvertising

51. Clemi Hardie [email_address] @clemihardie