An Introduction to Social Media Marketing
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
The Business Case for Social Media & Why It’s Worth Your Time as a Marketer
An Introduction to Social Media Marketing
1
Some Background
Background
@NickWestergaard
CLEARLY INSANE
CLEARLY INSANE
CLEARLY INSANE
Photo credit: Harry Westergaard
CLEARLY INSANE
Photo credit: Meghann Foster
BrandDrivenDigital.com
OnBrandPodcast.com
A Premier Digital Marketing Experience October 15-16 Englert Theater, Iowa City, IA#Socialbrand15
A Premier digital marketing experience
October
15 -16iowa city
IOWA
socialbrandforum.com
branddrivenbootcamp.com
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#6M142
@NickWestergaard
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The World Is Changing
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– neil degrasse tyson
KNOWING WHERE YOU CAME FROM is no less important than knowing where YOU ARE GOING.”
“
A BRIEF HISTORY OF
MEDIA
The Dawn of Man
Medieval Times 1300
14501400 1500
16501550 1750
18501800 1900
500 YEARS OF PRINT DOMINANCE{
1922 1941
19701950 1990
MASS MEDIA ALONG WITH DIRECT DOMINATE MOST OF THE 20th CENTURY
RISE of the
INTERNET
Over the Last
20 YEARS
2012 NATIVE ADS FACEBOOK MOBILE 2010 TWITTER MOBILE APPS 2008 IN-TEXT ADS LINKEDIN 2007 MOBILE WEBSITES FACEBOOK YOUTUBE 2003 BLOGS (ADSENSE) 2001 POP-UPS 2000 MOBILE SMS PPC 1994 BANNER ADS EMAIL
Today
THERE ARE A BILLION PEOPLE ON FACEBOOK
EARLY ADOPTERS
LAGGARDSINNOVATORS
MAJORITY (early & late)
The Innovation Adoption Curve
2
A Closer Look at Social Habits
Almost Everyone Has Heard of Social
Over 50% Have a Social Profile
Most Have a Facebook Profile
Biggest Growth Is 45+
Daily Use: 1/3 with “The Social Habit”
Socials Keep Their Phones Nearby
Over One-Third Follow Brands
Turning to Facebook First for Brand Info
Facebook Impacts Buying Decisions
1/3 Have Purchased Based on Social
1/3 Bought Directly via Social Link
1/3 Purchased After Following
No Single Brand Dominates
BRAND EQUALIZER
3
What Does This Mean?
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End of an Era
Photo via Flickr user Pank Seelen
No More
Photo via Flickr user rox sm
Listening vs. Talking
Photo via Flickr user Mitchy P
Long Tail
Photo via Flickr user grace2design
Social Proof
Social Proof
Social Proof
Not Just ...
Core Marketing Principles Apply
‣ Strategy
‣ Execution
‣ Analysis
“– lee clow, chairman and global director, tbwa\worldwide
“The Reality of the New Media World is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.”
Photo via Flickr user Wayne Large
Everyone’s a Marketer
Everyone Is Now a ...
‣ Brand Builder
‣ Customer Service Specialist
‣ Sales Person
‣ Content Creator
‣ Light Tech Specialist
“– gary vaynerchuk, vaynermedia, author of jab-jab-jab right hook
“If you’re not using Twitter because you’re in the camp that think it’s stupid
YOU’RE GOING TO LOSE.”
4
How to Unpack Social
5 Uses of Social Media
‣ Branding
‣ Sales
‣ Market Research
‣ Customer Service
‣ Lead Generation
“– rudyard “why am i in a marketing talk?” kipling
“I keep six honest serving men – (They taught me all I knew); Their names are
WHAT and WHY and WHEN and HOW and WHERE and WHO.”
Photo source: Wikimedia Commons
The Low-Hanging Fruit
Facebook, Twitter Lead in Awareness
Instagram Tied for Second in Usage
Facebook Leads In Brand Following
5
Structure of the Course
Topics
‣ Why Social? Aligning with Business Goals
‣ What Is Social? Content & Conversations
‣ Who, Where, & When: Social in Action
‣ Monitoring & Measurement
‣ Social Media #Fails
‣ Social Media at Work: HR, Legal, Policies
Topics (cont’d)
‣ Putting It All Together: Building the Plan
‣ Impact on Related Industries
‣ Mobile + Social
‣ Social Media Integration
Channel Spotlights
‣ Google+
‣ YouTube
‣ Vine
‣ SlideShare
‣ Blogging platforms
Channel Spotlights (cont’d)
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard
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