Social Media for Marketing Management

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Intro Marketing Management
Social Media Marketing

http://whowalksthedog.com
#SSEmktintro

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An Exploration of Social Media

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What is Social Media?

Discovery tour
First stop: Twitter, Facebook and LinkedIn in detail
Next station: Some technologies that can make life easier
Also calling on: YouTube, Vimeo, Flickr, Slideshare etcetera

How has social media changed marketing?


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Social Media?
What is

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Technology and Social Interaction

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Social media are media for social interaction, using highly accessible
and scalable communication techniques. Social media is the use of web-
based and mobile technologies to turn communication into interactive
dialogue. Andreas Kaplan and Michael Haenlein also define social media
as "a group of Internet-based applications that build on the ideological
and technological foundations of Web 2.0, which allows the creation and
exchange of user-generated content." Businesses also refer to social
media as consumer-generated media (CGM). A common thread running
through all definitions of social media is a blending of technology and
social interaction for the co-creation of value.


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The Web Trends Map

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The Conversation Prism

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There Are Always Current Winners

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Micro blogging Social Networking Business Networking

Sharing

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Social Media
form a constantly changing
landscape of places, enabled by
technology, where people
meet, talk and share


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New Facilities To Do Old Things

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Social Media
A Discovery
Tour of

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140 Character Information Network

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An information network
Twitter is a real-time information network
that connects you to the latest information
about what you find interesting.
At the heart of Twitter are small bursts of
information called Tweets. Each Tweet is
140 characters in length.

Twitter is a website, owned and operated by Twitter Inc.,
which offers a social networking and microblogging
service, enabling its users to send and read messages
called tweets. Tweets are text-based posts of up to 140
characters displayed on the user's profile page.


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A text-based Social Network
for sharing (thoughts, ideas, news,
links,...) and conversation within
a 140 character limit


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Welcome to Twitter.com

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Twanatomy (Anatomy of a Tweet)

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Retweet - acknowledge Mention - address

Shortened link - save chars hashtag - organize

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http://twitter.com/sse_riga

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To Follow Or Not To Follow

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Follow Decision Tree Not follow checklist
Not following if:
- only self-promoting tweets
- one of the following terms in bio:
> social media expert
> SEO
> I follow back
> thrifty
> get 1000 followers easy
> make money from home
> mom-blogger
- name sounds too shady
- only tweeting quotes
- profile picture too provocative

By Martijn Linssen, http://www.martijnlinssen.com

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Searching Twitter To Monitor

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Twettiquette

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What How Why
Acknowledge RT’, ‘via’, mention Give credit to your sources
Transparency pays off
Builds credibility
Reciprocate follow back, retweet Builds credibility
Not always necessary (in case of
following)
But: have a decent following/followers
ratio
Don’t spam Only link to your products, Boring - people will unfollow
repeat yourself Waste of time - no one will click
Be transparent Answer questions in public, People see you answer questions
provide full bio information Transparency builds credibility
Be responsive Reply to questions, requests, You are engaging in a conversation with
nice comments (potential) clients/student etcetera. On
Give thanks for RT’s top, being responsive builds credibility.
Be careful Use humor, satire, In a limited text of 140 characters it is
understatement and other very hard to convey signs to clarify
style elements carefully context. You can be easily
misunderstood
Don’t shout DO NOT USE CAPS LOCK Messages in all capitals are considered
unnecessary shouting. One of the

reasons many people on Twitter did not
like Oprah’s first tweet.

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The Social Networking Service

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Giving people the power to share and make
the world more open and connected.

Facebook is a social network service and
website launched in February 2004 that is
operated and privately owned by Facebook,
Inc. As of January 2011, Facebook has more
than 600 million active users.


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Social Networking
The biggest
Service in the world, for
sharing , connecting and
conversation with a rapidly
growing population in Latvia


Extended Profiles

Interesting: it says where I studied...

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The first thing visitors see, the
wall should be representative of
what they can expect. Be sure
that is stays that way, by posting
regularly and keeping it clean.
Or, find an alternative.


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Facebook offers tabs that
enhance the page visitor
experience. The basic tabs
sufficient, but integrating other
channels make the page even more
interesting.


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An Example: YouTube Channel

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Professional Social Networking

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LinkedIn takes your professional network
online, giving you access to people, jobs and
opportunities like never before. Built upon
trusted connections and relationships,
LinkedIn has established the world’s largest
and most powerful professional network.

LinkedIn is a business-oriented social networking
site. Founded in December 2002 and launched in
May 2003, it is mainly used for professional
networking. As of 1 January 2011, LinkedIn reports
more than 90 million registered users, spanning
more than 200 countries and territories worldwide.


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A social network that allows you to
keep your cv up-to-date, stay in
touch with business relations,
friends and colleagues and find
new opportunities.


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The Profile Is The Heart of LinkedIn

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Connections Make The Heart Beat

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Education is an important part of
the profile, especially higher
education. People like to connect
to their class mates, because
they are a valuable part of their
networks.


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Relatively New: Company Profiles

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Groups: A Powerful Feature

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Five Groups Connected To SSE Riga

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Active groups with large
memberships are places where your
audience is looking for answers
and to stay connected. These
are typical places where you can
engage.


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administrators are
Group
ambassadors for your brand.
These are the people that will
spread your message.
Cherish them.


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Managing Social Media - Tweetdeck

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Managing Social Media - Hootsuite

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Feeding Social Media - dlvr.it

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Social Media Management Tools...

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...allow you to manage your
social media channels from
one place and provide you
with insight on top of that.


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Sharing Video - YouTube

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Sharing Video - Vimeo

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Sharing Photos - Flickr

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Sharing Presentations - Slideshare

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Sharing Bookmarks - Delicious

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Sharing Collections - Keepstream

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Can you tell me ... - Quora

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I Was Here - Foursquare

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Internal Social Network - Yammer

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Who walks the Dog Landscape

Website

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How has this

Marketing
(and PR)
changed

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Not Only Broadcasting Anymore

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Not Only Broadcasting Anymore

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You are not only
broadcasting anymore.
expect a
Consumers
conversation with their
favorite brands.
On their terms.


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Location

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People expect to communicate
where they are. They choose
theirplatform, networks
and friends. And with which
brands they want to show-off
and engage.


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Refresh

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Refresh

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People expect to seetoday’s
news, presented on their
screens. Static information is
for search results.


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Engage In The Open

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Engage In The Open

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#gettingslizzerd

Result: Blood donation drive by Dogfish Head pubs,
plus great exposure and extra sales for brewer

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Engage In The Open

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Transparency and
responsiveness are
important. People expect
honest answers, and the
possibility to share with others.


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Friends & Brands

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Friends & Brands

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People trust their friends
more than brands. But they like
to show-off and engage with
brands thatenhance their
image.


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Co-Creation

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Co-Creation

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People like influence. Brands
that allow customers
influence, tend to perform
better.


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And... Fix Your Product First

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And... Fix Your Product First

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Google became the
leading search engine by
delivering what people
wanted: simple and fast
internet searches.


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Sources and other interesting links

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http://www.delicious.com/whowalksthedog/ssemktintro


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A Who walks the Dog Knowledge Share

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11 May 2011

Who walks the Dog provides strategic
advice on using innovative ways to optimize
your business, focusing on the human factor.
We specialize in social media, CSR and
Lean Management / Six Sigma.

More information:
Arjan Tupan
http://whowalksthedog.com arjan@whowalksthedog.com

http://twitter.com/whowalksthedog http://twitter.com/arjantupan
http://facebook.com/whowalksthedog +371 27 44 88 11

Social Media for Marketing Management

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