Today’s Careers in Tech, Digital and Online

byAmanda GabbertLiz MaritzPat Niday

Social Media Marketing

Using social networks to market your company and

clients

#TXCHANGE

Today’s Presentation• Defining Social Media

and its impact• The Social Media

Marketer• Social Media

Marketing Tools• Examples, Good and

Bad• Your Chance to be a

Social Media Marketer!

What is Social Media?

Social Media- A Formal Definition

“Forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content”- Merriam-Webster’s Dictionary

Social Networks - Examples

Social Networks

More on Social Media“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is”- Scott Cook, founder of Intuit

“Our head of social media is the customer.”- McDonald’s

“We’re all publishers now, and the more we publish, the more valuable connections we make.”

- Pete Cashmore, founder of Mashable

Social Media’s Impact

62% of adults worldwide use social media

Sources: The Social Skinny, Media Bistro, All Facebook, Social Media Today, Digital Buzz Blog

90% of marketers use social media for business

60% of social network users are willing to post about product on Facebook if they get a deal or discount

Facebook: over 900 million usersYouTube: over 4 billion daily views

The Social Media Marketer (SMM)

• Why do companies need SMMs?

• Who is a SMM?

• Day in the Life

• Skills/Education/Background needed

Social Media Marketing Roles

• Brand/Reputation Management

• Customer Support• Community

Management• Driving Web Traffic

and Sales

Who is a Social Media Marketer?

Connected Organized

Mobile

Data-DrivenAnalytical

Always Monitoring

Focused

A Day in The Life7:00am – Wake up, check tablet for alerts8:00- 8:15am- Check emails and social networks, make sure no major meltdowns8:15-10:00am- Scour the web for great content, schedule tweets for the day 10:00-11:30am- Strategy Meeting with client11:30am-Noon- Review Metrics from the previous weekNoon-1:00pm-Lunch

12:17- Send Tweet12:40- Retweet a Fan

1:00-3:00pm- Draft and Edit blog3:00-4:00pm- Meet with social media team, strategize and review execution4:00-6:30pm- Breaking news about a pending client product recall. Plan social media response with team. Enter crisis mode with client and response team.6:30pm- Head home and monitor response. Tweet and eat.

Education• Bachelors Degree

ino Communication

so Journalismo Marketingo Businesso Emerging

Media

Social Media Marketer: Requirements

Skills• Organized• Strong

Communicator• Outgoing• Energetic• Analytical

Background• Social Media

Experience• Interest in

Technology• Up-to-date with

current trends

Social Media Marketing Jobs

Marketing Agency Client SideVS.

Tools of the Social Media Marketer

• Smartphone• Hootsuite• Social Media

Monitoring• RSS Feeds• Google Alerts

Tools of the Social Media Marketer

• Smartphone

• Dashboard• Social Media

Monitoring• RSS Feeds• Google Alerts

Tools of the Social Media Marketer

• Smartphone• Hootsuite

• Social Media Monitoring

• RSS Feeds• Google Alerts

Tools of the Social Media Marketer

• Smartphone• Hootsuite• Social Media

Monitoring

• RSS Feeds• Google Alerts

Tools of the Social Media Marketer

• Smartphone• Hootsuite• Social Media

Monitoring• RSS Feeds

• Google Alerts

Social Media – Legal Impact

• Social Media has effects in every field• Potential Legal Issues– Copyrighted Images– Employee Relations– Intellectual Property Theft– Privacy– Reputation

Examples

The Good, The Bad, and The Ugly of Corporate Social

Media

Jetsetter – Pinterest Contest

• “Pin it to win it” contest on travel site

• Nearly 50,000 pins

• Traffic increased 100%

• Pageviews increased 150%

“The overall goal of our Jetsetter Curator contest was branding, quality content generation and engagement with members”-Social Media Manager, Jetsetter

Source: Oneupweb

Taco Bell – Twitter Fun

Taco Bell – Twitter Fun

Taco Bell – Twitter Fun

• Nearly 250,000 followers• Adding 442 followers daily on average

McDonald’s – Who owns the hashtag?

QR Code Fails

Your Turn!

We put YOU in the shoes of a Social Media Marketer

Brand Management• Scenario: You work for Burger King’s

social media team. Today you see this tweet from @brandon276:

“Cashier @burgerking was very rude to me just now. Never eating there again.”

• Challenge: Craft a response tweet to this person. Also consider the next steps to follow up with this complaint.

Customer Support• Scenario: You work for Adobe Software.

Your latest version of Photoshop has launch day bugs making it unusable. Your developers are working on a fix, but the patch won’t be ready until 24 hours from now.

• Challenge: Write a post to your large Facebook fan base addressing the situation.

Community

• Scenario: You work for the Ray-Ban’s social media team. You want to use social media to build brand engagement and community with your customers.

• Challenge: Describe a social media contest designed to create a community among Ray-Ban’s customers. Remember to consider all social platforms (Facebook, Pinterest, YouTube, etc.)

Driving Traffic and Sales

• Scenario: You work in the marketing department for Marvel Studios. You want to increase sales for the upcoming Avengers DVD release.

• Challenge: Describe a plan to directly boost the # of DVDs sold and increase “buzz” around The Avengers DVD.

Questions?

Amanda Gabbertamanda.gabbert@thenetimpact.com@AmandaGabbert1 on Twitter

Pat Nidaypatrick.niday@thenetimpact.com@patniday on Twitter

www.thenetimpact.com@TheNetImpact on Twitter

#TXCHANGE