Deck from my last lecture for Entrepreneurial Marketing with Deb Hagen at the University of Washington.

1. Social Media Marketing
Chris Goddard - Odd Dog Media

2. About Me

3. What I do

4. Social Media

5. Social Media Marketing = BS ?

6. David “Shingy” Shing
AOL “Digital Prophet”
“Your role in this digital
universe is to do three
things - it’s to build
content that fuels
connections,
conversations and
engagement - that’s it.
Period.”

7. Huh?

8. “I love social media because
it sells shit”
Gary Vanderchunk
winelibrary.com

9. When people think social media
marketing

11. 236,000,000 views

12. Awesome!

13. Social Media Is amazing!

14. But…

17. 11.4 Million dollars

18. Not exactly “Organic”

20. 12,000 members in 2 weeks

21. 13 million views to date

22. $12 Million in Funding

23. Video cost: $4500

24. Michael Dubin
CEO - DollarShaveClub
Formerly worked at MSNBC
Experience in improv comedy
Great F**ckin Product

25. Already had $1 million in funding

26. Already had a Ton of PR before the
video

27. So what do start ups (without
funding) do?

28. Social Media Marketing is just
marketing

29. Published: October
1936

30. Be a good listener

31. Google Alerts
Business Name
Product Names
CEO/Employee’s Names
Competitor’s Names

32. search.twitter.com

33. Paid Tools
Wider Reach
!
Sentiment Analysis

34. Follow up on all comments, emails,
tweets, posts…

35. Genuinely talk in terms of the
other person’s interests

36. Creating good content

37. Figure out what your customer is
already reading/watching/listening
to and make the same stuff

38. Don’t hit enter

40. Write Good Copy
!
copyblogger.com

41. Turn any “How to” or
“Tutorial” content into
a video

42. Arouse in the other person an
eager want

43. understand your customer!

48. Marketing done right doesn’t feel
like marketing

49. Make the other person feel
important—and do it sincerely

51. Say Thank you!

52. If you’re wrong, admit it quickly
and emphatically

53. Always be Gathering Data

54. “Soft” Metrics
vs
“Hard” metrics

55. “I want 40,000 FaceBook fans!”

56. “I want a toilet
seat made of gold
but it’s just not in
the cards now is
it?”

57. Followers
Likes
Shares
Social “Authority”
clicks
Pageviews*
*Unless you’re selling advertising

58. Prospects
Leads
Sales
Cost Per Acquisition (CPA)
Contribution
Customer Lifetime Value
Return On Investment

59. www.google.com/analytics

63. 1.11 Billion People

64. 180m in the US
!
57% of population

65. http://bit.ly/pew-social-stats

66. Ubiquity ≠ Marketing Success

68. Very established API (Application
Programming Interface)

71. https://developers.facebook.com/

72. Easy Reporting

74. Third-Party Apps

75. Simple Facebook Campaign:
!
Photo contest
!
40 entries and 400 likes so far
(launched Tuesday)

77. woobox.com
!
offerpop.com

78. The follow-up is as important as
the campaign

79. The networks apps and platforms
are constantly changing

80. Business Development

82. followerwonk.com

84. Market Research

85. facebook.com/ads/create

87. Local Business

90. getlisted.org

91. ask customers to review you

92. Tools can help you manage

94. twuffer.com
bufferapp.com

95. So can people

97. Interns

98. Niche Networks

99. Quora

101. Instagram

103. YouTube

105. Game the system

106. At least 100 people watch the video,
start-to-finish, within the first 10
minutes + share through Facebook

107. Notice Something?

108. Pinterest

110. Takeaways

111. The best “social media” strategy is
60-year-old PR with Sexy Tools

112. Always focus on the people
behind the profiles

113. Always be Gathering Data

114. Pay for critical mass
… and then stop!

115. chris@odddogmedia.com