Anvil Case8 Social Media Marketing Presentation 0210
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Transcript of Anvil Case8 Social Media Marketing Presentation 0210
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Social Media Usage & Attitudes
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Social Media Marketing Growth
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Benefits of Social Media Marketing
Gain industry and constituent insights
Provide affordable customer service
Create or extend brand awareness
Build community & thought leadership
Generate measurable top line revenue
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The Challenge of Social Media
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Social Media Success Factors
RelevanceValueCommitmentHonesty Transparency
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Social Media Strategy: MCE2
Monitor & Measure
Create & Communicate
Engage & Empower
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Social Media: Categories
Networking
Blogs
Reviews
Media Sharing
Bookmarking
Expert Communities
News
Wiki
Microblogging
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BlogsMedia
Community
IdeasPeople
Businesses
PersonalProfessionalGeographic
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Twitter Usage & Attitudes
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Microblogging: Twitter Customize background Optimize profile description Cross-post & promote
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Facebook Growth & Marketing
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Student Community: Facebook Customize tabs/content via FBML Utilize apps like Sprout & Wildfire Monitor & engage
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Alumni Community: Facebook Ideal platform for alumni Keep alumni informed Provide value BEFORE the ask
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Blogging: WordPress News resource SEO-friendly plug-ins Cross-promote posts
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Video: YouTube Channel Leverage existing content Utilize existing assets Monitor comments
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Images: Flickr Highlight campus Promote activities & events Encourage student engagement
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Vertical Community: Zinch Designed for university system Leverage scholarship connection Post surveys & pools
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Community: LinkedIn Groups Well-designed for alumni Also useful for graduating students Participate in discussions
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Collaboration: Wiki Friendly folksonomy structure Allow constituents to manage Suggest dedicated editors
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Community: Ning Free custom community Utilized as a partner extranet Cost-effective collaboration
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Custom: Powered by Orange Can be custom-tailored Constituents provide content Engage & learn
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Website Integration: Directory Cross-promote profiles Provide a reliable resource Search-engine friendly
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Employee Engagement Guidelines
Be transparent
Be judicious
Write what you know
Perception is reality
It’s a conversation
Add value
It’s a responsibility
Create some excitement
Be a leader
Acknowledge mistakes
Pause and then send
Bonus GuidelinesBe timelyBe relevantBe informativeBe entertaining
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Monitoring & Measurement
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Case Study: Oregon State University
Objective:Increase student engagement & enrollment
Strategy:Overhaul Facebook Fan Page
Engage intern to manage content
Results:152% increase in page views
225% increase in photo views
510% increase in new fans
1,984% increase in total interactions
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Case Study: Oregon State University
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Social Media Tools
answers.yahoo.combloglines.comfriendfeed.comgoogle.com/alertshootsuite.compipes.yahoo.comping.fmsearch.twitter.comtubemogul.comtweetdeck.comwordpress.com