ADV 6320 Message Delivery & Engagement Systems

SMU Tools Presentation #1: Publishing-Be the King/Queen of Your Social Media Content

Alexandra Watson

Presentation Outline:

1. Four Steps to Managing Social Media

Content

2. Brand Example: Sprinkles Cupcakes

3. Personal Identity as Brand: Two Student

Examples

4. Review Four Steps

5. ChallengeImage from www.newmediachatter.com

4 Steps to Managing Social Media Content:

1. Search & Filter Discover what’s “out there” re: your brand or

identity

2. Analyze Assess whether or not search results match

objectives

3. Focus Be the King/Queen of your content- Publish with

purpose Use applications/ tools to manage SM content

4. Engage Forrester’s Four “I’s” of Engagement: Involvement, interaction, intimacy, influence

Analyze

FocusEngage

Search

Brand Search: Sprinkles Cupcakes

Brand Analysis:107,344 Facebook fans and 20,617 Twitter followers.

Compete.com indicates 31% of their website referrals come through Google, 12% from their Facebook page, 6% from Yahoo, and roughly 5% from YouTube.

Statsaholic Info indicates 37,207 unique website visitors for Jan 2010. This is -24% from prior month.

TwitterCounter.com shows average of 1 to 3 tweets per day from Sprinkles, and average of +66 new Twitter followers per day.

Focus & Engagement: Sprinkles CupcakesPresence in search results is strong

SM presence is promotion-focused rather than interactive. SM could be bolstered by company blog or

interactive portion of website where they allow consumer input & insight (voting, ratings, etc.)

Tweets and Facebook posts also center around promotions. Again, could be more interactive if they solicit consumers to vote for new locations or flavors, etc.

Identity Example: Kaleb Leija1. Search & Filter

Google Search 123People.com

2. Analyze 3000+ Search results show strong SM

presence: personal website, Twitter, Facebook, LinkedIn, Spotted photos, MySpace, etc.

Info up-to-date and varied

3. Focus4. Engage

Identity Example: Alexandra Watson1. Search & Filter

Google Search 123People.com

2. Analyze “Happiness Coach” Author of same name has stronger

search results & SM presence than I do. Current privacy settings and content don’t cut through

the clutter. My SM presence could be stronger & more unique.

3. Focus Use TweetDeck to manage various SM applications Change privacy settings to bring resume to forefront Start blog about my interests in photography & arts

4. Engage Consistent posts & replies, link to key influencers

4 Steps to Managing Social Media Content:1. Search & Filter

Discover what’s “out there” re: your brand or identity Google keyword(s) Media aggregator such as 123People.com

2. Analyze Assess whether or not search results match objectives

Other brand or identity overshadowing/ misleading audience? Web analytics (such as Google or statsaholic.com) TwitterCounter.com or Monitter.com Privacy settings

3. Focus Be the King/Queen of your content- Publish with purpose Use applications/ tools to manage SM content

Example: Tweetdeck.com or Nomee.com

4. Engage Forrester’s Four “I’s” of Engagement: Involvement,

interaction, intimacy, influence

Nadeau’s “Living Brands”1. Be There2. Be Real3. Be Intimate4. Be Inspired5. Be Good6. Be Beautiful

• These “Six Secrets” of Living Brands are ways to apply the final steps in this social media management process (Focus and Engage), to ensure that the brand remains relevant and effective to its audience.

Discussion Questions:1. What do you think of these four steps (Search, Analyze,

Focus, and Engage) as ways to assess and manage social media presence?

2. Have you been strategic about your use of social media, or has it just developed organically?

3. As your own personal “brand”, do you see a benefit to using an evaluative process for social media?

4. Do you think any one particular Social Media tool/application is more important than others in building a brand?

Analyze

FocusEngage

Search