Social Media in the Marketing Mix

Social Media in the Marketing Communications Mix ACT Michigan 2010 Annual Conference East Lansing, MI 2 February 2010

Who is Bob Johnson, Ph.D.? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What does this mean? ,[object Object]

YouTube, Flickr, Twitter for Ford… http://fiestamovement.com/

New prominence in higher ed… http://www.connectionsforlife.ubc.ca/community-tools.html http://home.bates.edu/views/social/

► Critical point to remember… ,[object Object],[object Object]

Social Media “Groundswell”… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media site traffic… Jan 16, 2010 http://www.hitwise.com/resources/data-center.php ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

► Most people are “spectators”… http://www.forrester.com/Groundswell/profile_tool.html ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Is “Social Media” a marketing tool? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Three levels of marketing… Alex Brown at http://www.zehno.com/news-resources/?p=2532 Free Marketing Social media discussions, word-of-mouth, etc. Engagement Marketing Web 2.0, Facebook fan page, Twitter, YouTube, etc. Traditional Marketing Website 1.0, Advertising, PR, Special Events

Two examples from Michigan… ,[object Object],[object Object]

Facebook… MSU Spartans w/38,894 fans…… Calvin w/4,604 fans

Facebook specialist pages… MSU College of Music w/687 fans….. Calvin Careers w/275 fans

YouTube results… MSU w/38,700............ Calvin w/1,610

Twitter… Michigan State w/3,187 followers….. Calvin w/2,017 followers

Facebook… ,[object Object],[object Object]

► Increase Facebook audiences… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Encourage Facebook fans… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Review: University of Phoenix Facebook… 27,040 fans Twitter… 2,085 followers LinkedIn… 3,459 alumni in 7 groups

From an obscure home page link… http://www.phoenix.edu/students/online_communities.html

Start people at the “Wall”… 8,678 fans on 21 May 2009… 27,040+ in January 2010

► No fear of “Discussions”… Where is my Pell Grant money ?

Getting personal on Twitter… @danportnoy has 1,375 followers

Building Brand on MySpace… http://www.myspace.com/universityofphoenix

Building Brand on YouTube… http://www.youtube.com/universityofphoenix

Building brand on LinkedIn… 1,926 alumni in May 2009… 3,459 in January 2010

The summary… 6 points ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Groundswell blog… http://blogs.forrester.com/groundswell/

Especially for Facebook… http://www.insidefacebook.com/

Pew Internet research reports… http://www.pewinternet.org/Presentations/2009/41--The-Democratization-of-Online-Social-Networks.aspx

ROI is an emerging skill… http://smroi.net/

Shameless self-promotion… http://twitter.com/HighEdMarketing... http://www.bobjohnsonblog.com/

Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

Social Media in the Marketing Mix

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