Social Media Marketing: An End User Perspective
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The following slides is from a presentation I gave to the International Trade Council of Greater Kansas City: Wednesday, December 5, 2012. My presentation covers two broad areas: Firstly, how new media, i.e. (currently) social media/networks, is changing the world. Secondly, trust. Trust, is a major factor in owning any digital presence. Presented from a everyday user's perspective, with practical business applications from some of my favorite social businesses, I recommended three questions to ask any social media specialist/strategist as a basis of developing your social presence. I use these three key questions when analyzing social media personally and professionally, and I hope that you will be able to use them too. Disclaimer: All views and opinions in this presentation are derived from my personal research and experience. All copyrights are duly accredited to their originally sources and content creators if not duly expressed in the slides.
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Social Media Marketing: An End User Perspective
- 1. SOCIAL MEDIA MARKETING AN END USER PERSPECTIVE
- 3. WHO AM I?
- 6. PRESENTATION TOPICAL OVERVIEW • Social Media Trend Analysis • Internet: Importance of Aesthetics • Business Credibility = Corporate Identity
- 7. WHO AM I?
- 8. 3 FUNDAMENTAL QUESTIONS TO ASK YOUR SOCIAL STRATEGIST
- 9. QUESTION #1
- 10. What am I looking for? Content is Context // Context is Content
- 11. WHAT AM I LOOKING FOR? • Extension of Myself: • Are you relevant to me? • Readable Content? • Are you giving me what I want to see?
- 12. BUSINESS IMPLICATION: WHAT AM I LOOKING FOR? • Philosophy: Dive In • “Test the Waters” • Look in order to find (understand) Source Content: Guy Kawasaki - http://www.inc.com/eric-markowitz/guy-kawasaki-dont-plan-your-social-media-just-do-it.html Guy Kawasaki - http://peterfaur.com/2011/03/08/guy-kawasaki-shows-how-to-get-things-done-in-the-21st-century#axzz2EAXjc1lB Facebook Social Graph Data - http://arxiv.org/pdf/1111.4503v1.pdf
- 13. QUESTION #2
- 14. Who Shared It? Sourcing your content for reliability. Is it an accurate reflection of…me?
- 15. WHO SHARED IT? • Create Sharable Directed Content • Be Original • Link, Share, Tag • Recognition of Sources provides Credibility that derives Engagement
- 16. PRACTICAL APPLICATION: WHO SHARED IT? Shareable Content: Mashable Source Content: https://www.facebook.com/mashable?fref=ts
- 17. PRACTICAL APPLICATION: WHO SHARED IT? Source Content: https://www.facebook.com/bonobos
- 18. QUESTION #3
- 19. Why [*How] did it go “Viral”? Follow the Money? (Disclaimer: *Honestly: Probably the Boring Stuff)
- 20. WHY DID IT GO “VIRAL”? So what causes Virality*? Source Content: https://www.facebook.com/help/279981958693502/
- 21. WHY DID IT GO “VIRAL”? Cats. Yes. Cats. Source Content: http://blog.nielsen.com/nielsenwire/global/social-media-report-2012-social-media-comes-of-age/ http://pusheen.com/ http://knowyourmeme.com/memes/grumpy-cat
- 22. BUSINESS IMPLICATIONS: WHY DID IT GO “VIRAL”? Source Content:http://www.entertainmentwise.com/news/95987/Psys-Gangnam-Style-Surpasses-Justin-Biebers-Baby-As-Most-Watched-YouTube-Video http://www.thejakartapost.com/news/2012/08/24/viral-clip-gives-koreas-psy-a-pop-culture-moment.html http://www.youtube.com/watch?v=9bZkp7q19f0
- 23. HOW DID IT GO “VIRAL”? Know your mediums, and your audience. [Seriously] Hope for the best*. Source Content: State of the Media-The Social Media Report 2012, Nielsen [December 4, 2012]
- 24. HOW DID IT GO “VIRAL”? Know your mediums, and your audience. [Seriously] Hope for the best*. Source Content: State of the Media-The Social Media Report 2012, Nielsen [December 4, 2012]
- 26. KNOW YOUR AUDIENCE … CUSTOMER [OPINION] IS KING … RESPECT IT
- 27. SOCIAL MEDIA 101: REPUTATIONAL MANAGEMENT “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.” -Warren Buffett, Chairman & CEO Berkshire Hathaway
- 28. SOCIAL MEDIA 101: REPUTATIONAL MANAGEMENT How does this help me? • Benchmarking? • Someone else has already failed harder than you (probably) • #McDstories Content Source: We Are Social: http://wearesocial.net/blog/2012/11/avoid-twitter-disaster/ Forbes: http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-becomes-a-bashtag/
- 30. Twitter: @johnnewwe Facebook: https://www.facebook.com/johnnewwe LinkedIn: http://www.linkedin.com/in/johnnewwe/
Notas do Editor
- Fielding any questions
- Customer*What am I looking for?Who am I meant to be reaching?How do I communicate?
- What am I looking for?Who am I meant to be reaching?How do I communicate?
- All this within a year.2008, Infegy = Market Research Intern; we are a data mining company that supplies industries with a tool called Social Radar which allows us to listen to specific conversations online to find out what is relevant and important to the digital audience.KCPT = Edward A. Smith Leadership Intern over the summer, where I actively learnt how the public television system here in America is evolving to fit the digital times. I was prilevaged to have 2 months to analyze and develop social media best practices and provide suggestions for their digital media team to implement.The Cause Community Church = Their original social media strategist, 3 year old start up church, which help them reach over 10,000 Impressions on a weekly basis in a year
- 3 key themes that are very important today! 3 simultaneous topics at onceBig overview of topics I hope to address throughout this presentation todayWhat am I looking for?Who am I meant to be reaching?How do I communicate?
- What am I looking for?Who am I meant to be reaching?How do I communicate?
- What am I looking for?Who am I meant to be reaching?How do I communicate?
- What am I looking for?Who am I meant to be reaching?How do I communicate?
- The more and more we are going digital I am looking online to see what we can and cannot do.In fact I can go into a store; and appear as though I am going to buy something from your store giving you hope…but really I’m just on my smartphone buying that exact product for cheaper on Amazon or eBay.<Now if the question that comes into mind about so are you going to tell me how to stop it, unfortunately I can’t tell you that, I’m not smart enough…but I can tell you that from reading up in articles and blogs that there are sensors being developed to prevent smartphone within the stores to stop access into applications like “Amazon”/”eBay”/Craigslist…but like any great customer I’m just going to step outside the store get in the car and buy the product from my smartphone there. So it’s all work in progress and that’s exactly what the social media environment is all about. Change. Radical Change that evolving the landscape of business as we know it. Communication is vital.>**In one of my internships…virtual world..we had a power outage and we all went home. This happened 4 times.What am I looking for?Who am I meant to be reaching?How do I communicate?What am I looking for when I am on Social Media? Usually ask 3 questionsWhat am I looking for?Who shared it?Why did it (or did not) go viral?
- Relevancy is the biggest thing I’m looking for. Y-Gen., “importance of ‘Friends’” you need to have over 1,000 friends to be considered “normal”Talk about “Guy Kawasaki”: Dive in ArticleEffective use of your time today instead of walking through History about why I’m interested in Social Media; how this is business application…why am I so interested**BUSINESS IMPLICATIONS MASSIVEWho am I?Gamer. Music Lover. Social Media Enthusiast (Addict?)-bad joke, don’t use this…maybe. Aspiring world traveller.
- Relevancy is the biggest thing I’m looking for. Y-Gen., “importance of ‘Friends’” you need to have over 1,000 friends to be considered “normal”Talk about “Guy Kawasaki”: Dive in ArticleEffective use of your time today instead of walking through History about why I’m interested in Social Media; how this is business application…why am I so interested**BUSINESS IMPLICATIONS MASSIVEWho am I?Gamer. Music Lover. Social Media Enthusiast (Addict?)-bad joke, don’t use this…maybe. Aspiring world traveller.
- What am I looking for?Who am I meant to be reaching?How do I communicate?
- The more and more we are going digital I am looking online to see what we can and cannot do.In fact I can go into a store; and appear as though I am going to buy something from your store giving you hope…but really I’m just on my smartphone buying that exact product for cheaper on Amazon or eBay.<Now if the question that comes into mind about so are you going to tell me how to stop it, unfortunately I can’t tell you that, I’m not smart enough…but I can tell you that from reading up in articles and blogs that there are sensors being developed to prevent smartphone within the stores to stop access into applications like “Amazon”/”eBay”/Craigslist…but like any great customer I’m just going to step outside the store get in the car and buy the product from my smartphone there. So it’s all work in progress and that’s exactly what the social media environment is all about. Change. Radical Change that evolving the landscape of business as we know it. Communication is vital.>**In one of my internships…virtual world..we had a power outage and we all went home. This happened 4 times.What am I looking for?Who am I meant to be reaching?How do I communicate?What am I looking for when I am on Social Media? Usually ask 3 questionsWhat am I looking for?Who shared it?Why did it (or did not) go viral?
- Relevancy is the biggest thing I’m looking for. Y-Gen., “importance of ‘Friends’” you need to have over 1,000 friends to be considered “normal”Talk about “Guy Kawasaki”: Dive in ArticleEffective use of your time today instead of walking through History about why I’m interested in Social Media; how this is business application…why am I so interested**BUSINESS IMPLICATIONS MASSIVEWho am I?Gamer. Music Lover. Social Media Enthusiast (Addict?)-bad joke, don’t use this…maybe. Aspiring world traveller.
- What am I looking for?Who am I meant to be reaching?How do I communicate?
- Honestly the most boring part, but we got to know our impressions!!! We need to know who we are reaching and why…And the industry buzz word that everyone will hear at some point is: “Viral” (Honestly in my opinion the only reason why facebook & youtube are the success it is today…)Most people find this to be the boring stuff…I love it.
- I’m going to talk to you about cats.What interested me in Social Media and how I hope this inspires you to use social media in your professional endeavors with success & style. Summary*: David Ogilvy; Postcard story
- I’m going to talk to you about cats.What interested me in Social Media and how I hope this inspires you to use social media in your professional endeavors with success & style. Summary*: David Ogilvy; Postcard story
- I’m going to talk to you about cats.What interested me in Social Media and how I hope this inspires you to use social media in your professional endeavors with success & style. Summary*: David Ogilvy; Postcard story
- http://pinterest.com/pin/65865213272115216/Show and Tell. Walk the Talk.Show = Tell; Walk = Talk**THINK of Social Media like you’re taking your loved one out on your first date.There’s a lot of sense making. A lot of you know me, I know you. I want to get to know you…SENSEMAKING determines your WHY*: I encourage you all to find out what medium works for you and your business.If you want to be over achievers go ahead and do it! Why not! But if you’re unsure about what to do…join a community that will be kind to you and respond to what you can do.
- http://pinterest.com/pin/65865213272115216/Show and Tell. Walk the Talk.Show = Tell; Walk = Talk**THINK of Social Media like you’re taking your loved one out on your first date.There’s a lot of sense making. A lot of you know me, I know you. I want to get to know you…SENSEMAKING determines your WHY*: I encourage you all to find out what medium works for you and your business.If you want to be over achievers go ahead and do it! Why not! But if you’re unsure about what to do…join a community that will be kind to you and respond to what you can do.
- What am I looking for?Who am I meant to be reaching?How do I communicate?
- What am I looking for?Who am I meant to be reaching?How do I communicate?
- Image is everything.Digital personality is all about “touch”; everything at your finger tips. A simple mismangement can cause you to have the worst fiasco of your life.Even if you know
- PR Nightmare ScenarioMcDonald’s Digital PR nightmare