An Introduction to Social Media Marketing
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The Business Case for Social Media and Why It's Worth Your Time as a Marketer. More at http://nickwestergaard.com
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An Introduction to Social Media Marketing
- 1. nick westergaard | branddrivendigital.com Intro to SocialThe Background and Business Case for Social Media Marketing
- 4. Photo credit: Harry Westergaard
- 6. SOCIAL BRAND FORUM A PREMIER DIGITAL MARKETING EXPERIENCE PROMO CODE: UIMKTG
- 9. i read the syllabus and now …
- 11. the world is changing Photo via thetravelbite.com
- 13. the world is changing Photo via Flickr user Kevin DooleyPhoto via Flickr user zeuxis.pixelsurgery
- 16. neil degrasse tyson Knowing where you came from is no less important than knowing where you’re going.” “
- 17. A Brief history of media
- 18. The Dawn of man
- 20. 1400 15001450
- 21. 175016501550
- 22. 500 YEARS OF PRINT DOMINANCE {1850 19001800
- 23. 1922 1941
- 24. 1950 1970 1990 MASS MEDIA DOMINATES MOST OF THE 20th CENTURY
- 26. 2012 NATIVE ADS FACEBOOK MOBILE 2010 TWITTER MOBILE APPS 2008 IN-TEXT ADS LINKEDIN 2007 MOBILE WEBSITES FACEBOOK YOUTUBE 2003 BLOGS (ADSENSE) 2001 POP-UPS 2000 MOBILE SMS PPC 1994 BANNER ADS EMAIL OVER the last 20 YEARS
- 27. TODAY there are BILLIONSpeople ON FACEBOOK
- 28. rogers innovation adoption curve
- 29. Social Media By the Numbers 2
- 30. 2.3 billionpeople globally access social media regularly — that’s one third of the population Source: eMarketer
- 31. 78% of U.s. population!
- 32. social media brand awareness
- 33. social media usage - Facebook dominates
- 34. but not at every demographic (12–24)
- 35. over one third use several times a day
- 36. the leading networks are visual
- 37. facebook dominates here too
- 38. 55+(think about it) fastest growing demographic on facebook?
- 39. 33%knowingly follow brands on social media Source: Edison Research 59%Turn to Facebook first for brand information Source: The Naked Brand
- 40. 81%say that social posts from friends, family impact purchase decisions Source: Forbes 78%say social media posts from companies impact purchase decisions
- 41. who’s the leader of the pack?
- 43. What Does This Mean? 3
- 44. the age of interruption is over Photo via Flickr user .reid
- 45. no more Photo via Flickr user Enid Martendale
- 46. Photo via Flickr user _reid listening vs. talking
- 47. long tail Photo via Flickr user Mitchy P
- 48. social proof Photo via Flickr user grace2design
- 49. social proof in action
- 50. missing a word here …
- 51. core marketing principles still apply ‣ Strategy ‣ Execution ‣ Analysis
- 52. – lee clow, chairman and global director, tbwaworldwide The reality of the new media world is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.” “
- 53. everyone’s in marketing Photo via Flickr user Wayne Large
- 54. every employee is now responsible for … ‣ Branding ‣ Marketing ‣ Content creation ‣ Customer service
- 55. – gary vaynerchuk, vaynermedia, author of jab-jab-jab right hook If you’re not using Twitter because you’re in the camp that think it’s stupid you’re going to lose.” “
- 56. How We’ll Unpack Social Media Marketing This Semester 3
- 57. 5 uses of social media ‣ Branding ‣ Sales ‣ Market Research ‣ Customer Service ‣ Lead Generation
- 58. rudyard kipling I keep six honest serving men (They taught me all I knew): Their names are WHAT and WHY and WHEN and HOW and WHERE and WHO.” “
- 59. focus on the low-hanging fruit
- 60. Structure of the course Photo via Flickr user Dafne Cholet
- 61. each class ‣ Discussion — This Week in Social ‣ Core Lecture ‣ Activity, Case Work
- 62. Core Lecture topics ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
- 63. ‣ Facebook ‣ Twitter — plus Periscope ‣ Instagram ‣ YouTube ‣ Google+ ‣ Snapchat ‣ Pinterest ‣ LinkedIn — plus SlideShare social spotlights
- 64. required reading
- 65. Assignments & Grading ‣ Midterm Exam ‣ Final Exam ‣ Brand Case Study Review ‣ Case Reports ‣ Contribution
- 67. Next Steps 3
- 68. key take-aways ‣ Social media is changing the way we build and grow businesses and brands ‣ Not just ‘social media’ — ‘social media marketing’ ‣ We need to understand the dynamic shifts both online and off ‣ The basics still matter — strategy, execution, big picture (integration)
- 72. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more