This presentation focuses on creating social media campaigns for businesses and starting new clients with using digital and social media. Social media is not a one size fits all for many organizations and this presentation focuses students on being able to introduce social media to best fit an organization by size, time and energy, budget, and industry.

1. s
Starting Clients with Digital &
Social Media Marketing
By Susan Fant / www.susanfant.com / www.castlesandsllc.com / www.fernweb.org
These Slides are for Educational Purposes Only – The University of Alabama Marketing Department MKT597:
Digital & Social Media Marketing Fall Semester 2013

2. The Social Organization
Overall Thesis:
Organizational success with
social media is
fundamentally a leadership
and management
challenge, not a technology
implementation. Achieving
that success creates mass
collaboration that gives
organizations unique
capabilities to create value
for
customers, employees, and
stakeholders. Source: The Social Organization, Harvard Business Press

3. Social Organizations
• Social organization don’t just use social media
technology well  social media transforms
the organization and embeds a social culture
into the organization.
• It’s part of the way the organization does
business and delivers value.
Social media allows for mass collaboration.
Source: The Social Organization, Harvard Business Press

4. Real & Common Misconceptions
Clients May Have About Social Media
Social media:
– doesn’t deliver real business value & wastes time.
– poses high risks to privacy, compliance, & service.
– is just another marketing channel.
– set up a platform and the work is done.
– you can’t measure the benefits anyway so why pay?
– I don’t understand social media because “I’m an
adult” and you understand it because “You’re a kid!”
Source: The Social Organization, Harvard Business Press

5. How Large Companies
Utilize Digital & Social Media Marketing
• Link product designers with customers for real
time feedback & suggestions
• Provide information via forums.
• Engage people to better understand their future
buying positions
• Create a community for competitive
differentiation
Competitive Differentiation: What is your “ER?”
What makes you smartER, bettER, & fastER?
Source: The Social Organization, Harvard Business Press

6. Example: Ford & SYNC Technology

7. Example: Ford & SYNC Technology

8. Collaborative Community
Life is about
working in
teams.
Collaborative
Community: a
group of people
engaged in mass
collaboration
Source: The Social Organization, Harvard Business Press

9. Components of Mass Collaboration
• Social media is an
online environment
created for the
purpose of mass
collaboration.
• Technology must
have a purpose, or
end use, to become
social media.
• Without a specific
goal it is just
technology.
Source: The Social Organization, Harvard Business Press

10. Mass Collaboration
Fundamental Principles
Participation
– Mobilize contributions: likes, discussions, user generated content
Collective
– People create or share with the WHOLE community
Transparency
– People can see, use, critique, validate on an equal playing field 
communities self govern & evolve
Independence
– Anytime, anyplace, member collaboration (ex. Wikis)
Persistence
– Information held for a long time
Emergence
– Behaviors of the community emerge by example
Source: The Social Organization, Harvard Business Press

11. Fundamental Cycle of Collaboration
Source: The Social Organization, Harvard Business Press

12. How Do We Provide Influence and
Followers for Businesses?
• We look to create social media posts / outreach
that is meaningful and inspires user generated
content.
• If CEO’s are blogging – what are they saying? Are
they inspiring? (Ex. LinkedIn Influencers)
• How do users respond? (Ex. Illumination
Entertainment’s User Created Videos on You
Tube)
Source: BBC News, Should CEO’s Tweet

13. What are the Tools
We Use to Do This?
• Facebook for Business
• Google Analytics
• SEM / SEO
• Wiki Development
• LinkedIn Groups / Pages
• LinkedIn Influencers
• Twitter / Instagram
• Company Forums
• Blogging Communities
• You Tube & Videos