Social Media Marketing & Online Community Engagement Strategies
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This document provides an overview of social media marketing and online community engagement. It discusses what social media is, how it differs from traditional marketing, and why businesses should utilize it. The document outlines best practices for social media strategy and analyzes popular platforms like Facebook, Twitter, LinkedIn, Pinterest and blogs. Case studies and metrics are presented as key to social media success.
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Social Media Marketing & Online Community Engagement Strategies
- 1. Social Media Marketing & Online Community Engagement Peg Faimon | Professor, Graphic Design Glenn Platt | Professor, Marketing Co-Directors | Armstrong Institute for Interactive Media Studies
- 2. Agenda • What is social media? • How is it different from traditional? • Why should you care? • Is it professional? • What’s the best strategy? • What are good case studies? • Facebook • Twitter • LinkedIn • Pinterest • Blogs Social Media Marketing & Online Community Engagement
- 3. What is social media?
- 4. digital tools that facilitate conversation What is social media?
- 5. ALL kinds of conversation What is social media?
- 6. How is it different from traditional?
- 7. How is it different from traditional?
- 8. How is it different from traditional?
- 9. How is it different from traditional?
- 10. Social media is like a networking mixer at a conference. How is it different from traditional?
- 11. Why should YOU care? What is social media?
- 12. Scale & Size What is social media?
- 13. Your competitors are already there. And if they’re not, awesome! Why should you care?
- 14. There is business to be done. Why should you care?
- 15. Is it professional?
- 16. Old Professional New Professional I am closed to the world. I am open and accessible. I can’t make mistakes in I am human and will make public. mistakes – then apologize. I don’t reveal my personal My interests and passions interests to the world. make me interesting. I am expected to have the I am searching for answers answers to questions. with my network. Power is taken and held. Power is shared and grown. Allison Fine, Harvard Business Review, May 9, 2012 Is it professional?
- 17. What’s the best strategy?
- 18. Lead generation Referring traffic Building customer value Customer service opportunities
- 19. Have conversations – not ads Listen! Earned media Building relationships Collaborating & innovating Leveraging | integrating social media strategies
- 20. Measure. Measure. Measure. What’s the best strategy?
- 21. The Big 5
- 22. Facebook
- 23. Questions to ask about your Facebook presence: • What do your customers (fans) want to know about? • What do they want to talk about? • What do they care about? • What do they have in common? • How do you make their lives better? • What would your customers want to share with others? • What do you want to know about/from your customers? • What can you offer to your customers to let them know " they are special? • Is there a timeline/chronology angle to your story? Facebook
- 24. From Fans, friends, and followers by ExactTarget Facebook
- 25. Social media truisms: • Having a Facebook page is not a social media strategy. • Number of fans is not the metric you should care about. • Consider timing, frequency and language. • Connect all social media platforms. • Think SoLoMo. (social, local, mobile) Facebook
- 27. Twitter
- 29. Twitter for business: • Networking • Research • Marketing • Personal branding • Customer service From Jeff Bullas Twitter
- 30. Rule of thumb: “Here’s what has my interest.” Twitter
- 32. Pinterest
- 34. LinkedIn
- 35. LinkedIn for business: • Hiring • Building and representing networks • Polls | connections with customers • LinkedIn groups • Integrations (Slideshare, Cardmunch, " WhoWorks.At) LinkedIn
- 36. Blogs
- 37. Quora FourSquare Slideshare Google+ YouTube RSS Other social media
- 38. Executive education workshops Graduate certificate in IMS Client projects For more information: aims.muohio.edu glenn.platt@muohio.edu peg.faimon@muohio.edu AIMS opportunities
- 39. http://www.flickr.com/photos/62213934@N00/354922945/ http://www.flickr.com/photos/44071822@N08/4195686254/ http://www.flickr.com/photos/51035555243@N01/172495285/ http://www.flickr.com/photos/49968232@N00/9257237/ http://www.flickr.com/photos/19487674@N00/3038572409/ http://www.flickr.com/photos/99796131@N00/249301268/ http://www.flickr.com/photos/68684962@N00/2440975377/ http://www.flickr.com/photos/45674264@N00/604644551/ http://www.flickr.com/photos/59914655@N00/226231535/ http://www.flickr.com/photos/40645538@N00/3209939998/ http://www.flickr.com/photos/95141439@N00/5581801613/ http://www.flickr.com/photos/37996583025@N01/2821633690/ http://www.flickr.com/photos/24209378@N03/7038049087/ http://www.flickr.com/photos/97402086@N00/4278432941/ http://www.flickr.com/photos/11678844@N07/2986187518/ Photo credits