a primer on social media

37
Putting the ‘Social’ in ‘Social Media’ 2010.10.01

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Some basics of social media for an undergraduate class at Babson College

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Page 1: A Primer on Social Media

Putting the ‘Social’ in ‘Social Media’

2010.10.01

Page 2: A Primer on Social Media

Agenda

Introductions Definitions Value Objectives and Metrics: a Marriage Mini-Casestudy: Facebook Insights How?

2 ears and 1 mouth Wrapping Up A Quick Look at Your Projects

Page 3: A Primer on Social Media
Page 4: A Primer on Social Media

Introductions

Alan Belniak @abelniak or

http://www.Twitter.com/abelniak

PTC (about)

Director of Social Media Marketing

Page 5: A Primer on Social Media
Page 6: A Primer on Social Media

Definitions

‘Digital’ Media ‘Social’ Media ‘New’ Media Advertising and Marketing B2B marketing vs. B2C marketing

Take-away: It’s a modern-day party

Page 7: A Primer on Social Media

Backdrop (1 of 2)

Page 8: A Primer on Social Media

Backdrop (1 of 2)

In Summary….

Page 9: A Primer on Social Media

Backdrop (2 of 2)

Page 11: A Primer on Social Media

http://www.youtube.com/watch?v=nXQdy-22TXM

Page 12: A Primer on Social Media
Page 13: A Primer on Social Media

What’s the Value of Social Media? Why Should You (or Shouldn’t You) ‘Do’ This?

Away From Advertising, Toward Marketing

Connect With Customers and Prospects

You Think That It’s a Silver Bullet You Think That This Is Your Marketing

Strategy

Page 14: A Primer on Social Media

Objectives and Metrics: A Marriage

Page 15: A Primer on Social Media

Set Objectives Early and Clearly; Measure Against Those Tone (sentiment) Velocity (spread over time, URLs, trackbacks) Attention (duration on site) Participation (comments, trackbacks) Qualitative attributes (comments, what did

they say, what did they mean)

These metrics may change over time Including the way you measure them

The key is to align the metric to the objective

Page 17: A Primer on Social Media

Mini-Case Study: Facebook Insights

‘Insights’ are OK Exporting data to .csv is

better Looked at what activity

resonated with audience Did more of that

Looked at regions, too

Page 18: A Primer on Social Media
Page 19: A Primer on Social Media

So, How Do You Start? Listen. (“2 ears”)

This is so fundamentally important that I’m going to say it again: start with listening

Where do your customers + prospects hang out? Join the networks if required

Listen to the conversations that are happening

Page 20: A Primer on Social Media

Focus on the ‘Why?’

Why are you bothering to do this? What do you hope to learn from this?

Where are the conversations happening?

What are they talking about? What form/s of media are being

consumed?

Page 21: A Primer on Social Media

How? Just One Example: FBML (“1 mouth”)

FBML = Facebook Markup Language

Know HTML? Then you know FBML

Page 22: A Primer on Social Media
Page 23: A Primer on Social Media

Wrapping Up Social Media is a

conversation, not a bullhorn

A wealth of market research is at your fingertips

You just need to listen

Page 24: A Primer on Social Media

Focus on The Verbs

You Need to Do This… Stop Listen Contribute and

Create (Participate)

Engage

Page 25: A Primer on Social Media

Focus on The Verbs

You Need to Do This… Stop Listen Contribute and

Create (Participate)

Engage

… Before You Do This Sell

Page 26: A Primer on Social Media
Page 27: A Primer on Social Media

The Proof of The Pudding is In The Eating

58K 2.04m

Page 28: A Primer on Social Media

The Proof of The Pudding is In The Eating

Page 29: A Primer on Social Media

The Proof of The Pudding is In The Eating

Page 30: A Primer on Social Media

The Proof of The Pudding is In The Eating

What’s the problem here?

Page 31: A Primer on Social Media

The Proof of The Pudding is In The Eating

Page 32: A Primer on Social Media

The Proof of The Pudding is In The Eating

Dialogue?

Page 33: A Primer on Social Media

The Proof of The Pudding is In The Eating

Page 34: A Primer on Social Media

The Proof of The Pudding is In The Eating

Page 35: A Primer on Social Media

Remember…

Page 37: A Primer on Social Media

Thanks!

Alan Belniak @abelniak or

http://www.Twitter.com/abelniak

http://www.SubjectivelySpeaking.net