The Dynamics of Social Media Marketing

Simon Fraser University Guest LectureBusiness 343 Cohort

Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1

Hello

Lecture Overview

1

•Social Media Elements

•Marketing Impact and Mythology

2

•Social Media Examples

3

•Best Practices

•Social Media Measurement

4

•Questions and Discussion

Social Media is madeup of five key elements

These dynamics have had an impact on marketing

Before digging in, it helps to understand some of the

mythology around social media

Social Media Myths

Social Media is Free

Source: http://www.flickr.com/photos/ikoka/3002416927/

Social Media Myths

Social Media is a Quick Fix

Source: http://www.flickr.com/photos/thatguyfromcchs08/2300190277/

Social Media Myths

Social Media is the Magic Potion

Source: http://www.flickr.com/photos/pasukaru76/3549373587/

Social Media Myths

Social Media Works for Every Organization

Source: http://www.flickr.com/photos/nakrnsm/3898384586/

Social Media Myths

Social Media is All About the Tools

Social Media Myths

Quantity Rules

Social Media Myths

Social Media Belongs in the Marketing Department

Source: David Armano, Edelman 2010, EdelmanDigital.com

Social Media Myths

Social Media Can’t Be Measured

Source: http://www.flickr.com/photos/nickwebb/2973525619/

How are organizations integrating social media into

their existing strategy?

How are organizations integrating social media into their existing strategy?

Brand Engagement

How are organizations integrating social media into their existing strategy?

Promotions

How are organizations integrating social media into their existing strategy?

Product Features

How are organizations integrating social media into their existing strategy?

Selling

How are organizations integrating social media into their existing strategy?

Issue Resolution

How are organizations integrating social media into their existing strategy?

Customer Service

How are organizations integrating social media into their existing strategy?

Product Demos

How are organizations integrating social media into their existing strategy?

Activation

How are organizations integrating social media into their existing strategy?

Contests

How are organizations integrating social media into their existing strategy?

Demonstrating Quality

How are organizations integrating social media into their existing strategy?

Building Social Proof

How are organizations integrating social media into their existing strategy?

Brand Humanization

How are organizations integrating social media into their existing strategy?

Coupons

How are organizations integrating social media into their existing strategy?

Loyalty

What best practices lead to the effective use of social media?

BEST PRACTICE

Think Strategy Before Tools

•Specific

S

•Measureable

M

•Attainable

A

•Relevant

R

•Timely

T

BEST PRACTICE

Set Social Media Objectives

BEST PRACTICE

Assess Your Social Capacity

BEST PRACTICE

Understand Your Audience

BEST PRACTICE

Embrace Consumer Empowerment

BEST PRACTICE

Manage the Noise

BEST PRACTICE

Analyze Competitor Activity

BEST PRACTICE

Don’t Fly Blind – Listen/Monitor

BEST PRACTISE

Interact First – Sell Second

PLAN

CREATEWrite

ReviewRevise

Approve

PublishStore

DeliveryDisplay

GOVERNMaintainMeasure

Source: Content Strategy and the Future of Marketing, Kristina Halvorson, Brain Matters

BEST PRACTISE

Have a Content Strategy

BEST PRACTICE

Build Relationships

BEST PRACTICE

Plan “Engagement Scenarios”

BEST PRACTICE

Leverage Employee Participation

BEST PRACTICE

Filter Channels to Gain Value

BEST PRACTICE

“Enable” Brand Communities

BEST PRACTICE

Bridge Digital with F2F

BEST PRACTICE

Learn to Swim in the Social Media Pool

BEST PRACTICE

Understand the Ethical Scale

Guidelines

Training Support

BEST PRACTICE

Govern Your Social Media Program

Can organizations quantifying the value of social media?

ANALYTICS FRAMEWORK

No Shortage of Measurement Tools

•S.M.A.R.T Objectives

Align

•Don’t just use a single measurement – combine metrics

1+1+1

•More Twitter followers will lead to increased Sales

Theory

•What do you measure now?

Culture

ANALYTICS FRAMEWORK

Measurement Ground Rules

Source: Radian6.com

ANALYTICS EXAMPLE

Measuring Sales

Source: Radian6.com

Attribution Measure sales directly via a social media channel (Dell)

Correlation Cross reference sales with social media activity

The Dynamics of Social Media Marketing

Simon Fraser University Guest LectureBusiness 343 Cohort

Mark Smiciklas, MBA // IntersectionConsulting.com // twitter.com/Intersection1