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April 29th, 2015 - Introduction to Social Media Marketing

Putting the "customer" back into service and "public" back into relations.
by

Terence Klein

on 27 April 2015

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Transcript of April 29th, 2015 - Introduction to Social Media Marketing

An Introduction to Social Media Marketing
terenceklein.com
twitter.com/terenceklein
facebook.com/kleinterence
terenceklein@yahoo.com
What is
YOUR
Brand???
April 29th, 2015
Whatcom Community College
Community Education

Presented by: Terence Klein
Presented By:
Terence Klein
Photo Credit: Down tilt-shift town Bellingham, Washington USA
By rickkennedy on flickr
(Why are you here?!)
Web 2.0
Photo credit: Ludwig Gatzke @ Flickr.com
The Honorable Mentions...
And many MANY more!
You probably already know...
That times have changed...
In a
BIG
Way...
photo credits: pagedooley aka kevindooley via flickr
Photo credit: Ralph Hockens via Flickr
1870's
Telephone / Radio
Timeline of (social) media
1920's
Television
1970's
Email
1980's
"Internet"
Chat Rooms
Forums
1990's
Blogs, Wikis, MySpace, Facebook, Youtube, Twitter, WEB 2.0
2000's
Photo Credit: screenpunk via Flickr
So...What's Next?
QR Codes...
Used to extend your message beyond the print.
Add to Business Cards, Print Ads, Storefront, etc.
One of my Favorites..
Coming soon to a smartphone near you...
Don't Forget SlideShare!!!
"Without ambition, desire & focus, social media is a recipe for personal chaos"
@Terence Klein

Create a living social media plan, review it and update it, but LIVE by it!
Why people USE Social Media...
http://www.shoptab.net/blog/social-shopping-2011-study-ecommerce-social-media-and-customer-reviews/
http://mashable.com/2011/09/20/google-plus-open-beta/
Start here! https://www.facebook.com/help/
http://www.handcrankfilms.com/wp2/blog/
https://www.linkedin.com/ads/start?src=en-all-el-li-nus_ads&trk=NUS_UNIU_NEW_DIRECTAD_MBR-directad
http://www.wibiya.com/ for "social buttons"
...is word of mouth marketing with a megaphone. -Lori Richardson
http://mashable.com/2011/09/21/tech-tools-business/ Awesome business tech tools
http://www.quora.com/
Social Media...
Photo credits by PSD via flickr
photo credits by MC =) via Flickr
Measureable
Marketing
Results...
It's a...
The most important content starts NOW!
How to build S.M.profiles, pages, and portfolios
Create an email account

Create a youtube accoun
-record a video
-upload the video
-do something productive

Create a Facebook account

-add a picture
-find some friends
-connect!

Create a Facebook page

-add a picture
-add content
-invite your connections
-add a post and more pictures and or videos

Create a Twitter account

-add a picture
-add content
-add connections
-post
-RT
-DM
-Search
-#learnabouthashtags

Create a LinkedIn account

-add a photo (head shot)
-connect
-search
-answer
-connect
-build your profile
-build your resume
-connect
-explore
-connect
-post to your Twitter account

Go back to YouTube
-enjoy your new video
-check out the "stats"
-check out keyword-relations
-accept that you created something for EVERYONE.
-Post your awesome video to
Facebook
Twitter
LinkedIn
Vimeo
YOUR BLOG
Photo credit Swansea Photographer
Photo credit: veryuseful via Flickr
Social Media is only one tool
in your marketing toolbox.
Hiring tech savvy college interns to manage your social networks is NOT a good strategy!
(The S.M. stragegy should come from the top.)
Photo credit: calebkimbrough via Flickr
To have a succesful social media program, you need to...

Intergrate S.M. with your other marketing efforts
-Add phrases like "find us on Facebook, Twitter, etc." on
buisness cards, print advertising, TV commercials, etc.
(More on this in the upcoming "Best Practices" class.)

Understand that S.M is no ALWAYS a vehicle for selling, but a tool to expand brand awareness, customer relations, transparency, value delivery, etc.

Fish where the fish are!
Media consumption has experienced a drastic shift from
"Outbound Marketing" to "Inbound Marketing".

"People don't want to be sold, but they want to buy!"
-Dan Jourdan
What the heck is "Inbound Marketing"!?
Inbound marketing is a marketing strategy that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin's idea of permission marketing. David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they used to have to "buy, beg, or bug their way in" (via paid advertisements, issuing press releases in the hope they get picked up by the trade press, or paying commissioned sales people, respectively). Brian Halligan, cofounder and CEO of HubSpot, claims he coined the usage of the term in this sense.

Antonym for this usage: Traditional marketing (outbound marketing) is a marketing strategy that focuses on finding customers by building brand awareness through advertising and promotion. In contrast to "permission marketing," a pejorative term for this type of marketing is "interruption marketing."

http://en.wikipedia.org/wiki/Inbound_marketing
Your Blog
Twitter
Facebook
YouTube
LinkedIn
Newsletter
Business Cards
Emails
Website
The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications, mashups and folksonomies.
In other words...

Web 2.0 is a term to describe the evolution of online media consumption to reflect a new era. Pre "Web 2.0", most online interaction was static and creator based. In this new era, time spent online is much more dynamic, interactive and user based. Basically, you control your experience...To an extent.

Does Web 2.0 sound like more fun?

It is!
Unfortunately, it's not that easy...
(Effective social marketing takes continued time and resources.)
Take it or leave it tip:

Make sure everyone in your organization understand that YOU support (and even encourage) their participation in social networks.

Set expectations on conduct and encourage and possibly reward employees for engagement. They may be your best social media brand ambassadors...
http://www.slideshare.net/KyleLacy/140-twitter-tips
Click HERE!
http://kimgarst.com/reasons-should-have-fan
Click HERE!
http://gigaom.com/2009/07/13/33-ways-to-use-linkedin-for-business/
Click HERE!
If you loose your email or phone contacts, you can still find them on via social media...
http://mashable.com/2010/04/23/youtube-small-business/
Click HERE!
Click HERE!
(Or website...)
(or blog...)
"HomeWork"
http://d2eeipcrcdle6.cloudfront.net/guides/beginners_guide_to_social_media.pdf

http://www.fastcompany.com/3004448/plus-one-proof-google-plus-will-prevail
Full transcript