MKMC 5012 Fall 2013

Social Media and the

Business Imperative

Social Media has played a large part in changing business communications. With the creation of new tools and channels more people are publishing and contributing to online conversations. The mass adoption of social tools has lead to varying types of interactions and the maintenance of online relationships; both personal and commercial. As the traditional online audience has morphed into the content creator, businesses must contend with consumers creating, altering and even enhancing their marketing efforts. This course, in contrast to the tactically-oriented elective course, explores the strategic implications, challenges and opportunities offered by the world of social media. The objective of this course is for students to learn how varying sets of Social Media tools work together as an integrated system and actively apply these concepts to the their own present and prospective professional circumstances. Through the use of presentations, discussions and dialogues, assigned readings, case studies, and student projects the students explore implications of Social Media and integration of the knowledge and skills around Social Media to apply them in a business setting. Upon successfully completing this course, students will be able to integrate their understanding of Social Media and its respective dimensions in business marketing challenges and will have mastered the pervasive impact that Social Media has on business marketing.

Class Project: Step 1

• Pick an industry / market and 3-4 others with similar interest:1. Small “Mom & Pop” “Brick & Mortar”

Store2. Small- to Mid-Sized Services Company3. Online Product Company4. Large Technology B2B Company5. Large Consumer (B2C) Company

Class Project: Step 2

• Pick a company & product1. Chose an existing one2. Make up a new one

• It should…1. Have something tangible you can sell

or promote

RECAP OF SOME IMPORTANT TAKEAWAYS FROM DAYS 1 & 2

MKMC 5012 – DAY 3

What is Social Media?• Social media is a set of channels, tools and

philosophies for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”

• Social media is not just a new way to communicate: it’s a new way to do business

• Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.

Who’s Using Social Media? (B2C)

Who’s Using Social Media? (B2B)

http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

Who’s Using Social Media? (B2C)

Who’s Using Social Media? (B2C/B2B)

Top B2B Content Marketing Goals

http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

Top B2B Social Marketing Goals

Most Effective Tactics/Formats

http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

Top Content Marketing Platforms, Tactics & Influencers

http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

6 Keys to Sharable Content

http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

Rand Fishkin’s Content Marketing Manifesto

http://www.slideshare.net/randfish/the-content-marketing-manifesto

I pledge to create something remarkable – something that people will love. Something they will want to share. Something I can be proud of. And if it fails to achieve my marketing goals, I won’t give up. I will try again. My failures will be the practice I need to earn future successes and future customers.

Todd’s Building Blocks of a Content Marketing Strategy

1. News2. Understanding of Customer3. Understanding of Competition4. Understanding of Industry5. Understanding of Influencers6. Opinions on Any and All of These7. Lack of Fear to be Different, Better

or Critical

The Eight Elements of News

1. Immediacy2. Proximity3. Prominence4. Oddity5. Conflict6. Suspense7. Emotion8. Consequence

Creating a Customer Profile

• Give them a name, e.g., “Sally Spender” • If necessary, include

– The User– The Decision Maker– The Influencer– The Buyer

• There may be more than one• Include both

– Demographics– Psychographics– Socialgraphics

http://www.entrepreneurship.org/en/resource-center/customer-profile.aspxhttp://www.businessesgrow.com/2012/01/26/forget-demographics-its-all-about-the-socialgraphics/

Know Thy Competition

Your competitors include:• Organizations offering the same product or service now.• Organizations offering similar products or services now.• Organizations that could offer the same or similar products or

services in the future.• Organizations that could remove the need for a product or

service.

The Four Stages of Competitive Intelligence:1. Collect the information2. Convert the information into intelligence

a) Collate and catalog itb) Integrate it with other informationc) Analyze and interpret it

3. Communicate the intelligence4. Counter adverse competitor actions you identifyhttp://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm

Know Thy Industry and Its Influencers

• What are the key trends and topics being written about?

• Who’s writing about them?• What are the related keywords and

key phrases?• What’s not hot and should be

avoided?

Find Your Voice

• Opinions are more interesting, and more valuable in a Twitter world, than facts

• Becoming a trusted source is a very valuable position

• Remember that PR is storytelling, and…• Social media is the ultimate cocktail party, and…• The hit of the party is often the best storyteller,

and…• Stories require characters, but…• Characters have flaws, so…• Don’t be afraid to show your own, and others’,

flaws – chances are they’re going to be found anyway

http://www.entrepreneur.com/article/222779#

Before You Create or Engage

1. Have a social media policy in place2. Have a social media response protocol 3. Build a repertoire of pre-approved

messages4. Have a monitoring tool in place

http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-managerhttp://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

READY?MKMC 5012 – DAY 3

Before We Go Any Further

• I’ve got some things I need to go over…

• Things we all need to remind ourselves of…

• The rules of social media change regularly

• These are some of the more important ones today…*

* Subject to change at any moment

http://www.flickr.com/photos/24467251@N02/6658779959/

Rule #1

There’s no such thing as a Twitter or a Facebook

strategy!

http://www.flickr.com/photos/14724437@N00/9852723845/

Rule #2Just because you can measure

it doesn’t mean you should!

Rule #3 Social media marketing is

content marketing!

Rule #4Content marketing is inbound

marketing

Rule #5

If you build it, they might come, but there’s no

guarantee!

http://www.flickr.com/photos/22711505@N05/5766880112/

Content Marketing Works

Rule #6The two secrets to being seen

are sociability and searchability!

Rule #7: Convert!

• A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)

• Possible examples of conversions:– Follow / friend / fan a social profile– Like / +1 / favorite a post– Share / re-tweet content– Sign up for mailing list– Open email– Click-through to website– Ask for more information on offering– Purchase / donate– Repurchase– Advocacy / evangelism

http://en.wikipedia.org/wiki/Conversion_rate

SEARCH MARKETING: EARNED

MKMC 5012 – DAY 3

What is SEO?

The Goal of SEO is to push your content to the top of

SearchEngineResultsPages

SEM vs PPC vs SEO

• Search engine marketing (SEM) is a combination of paid search programs and “organic” search optimization

• Paid search includes:1. Pay-per-click (PPC) 2. Cost-per-impression (CPI or CPM)

(M=1,000)

• Organic search (i.e., SEO) focuses on “unpaid” ways to improve search engine results page (SERP) placement

http://en.wikipedia.org/wiki/Search_engine_marketing

“Above the Fold” in the Old Days

http://www.flickr.com/photos/globochem/2321238318/

“Above the Fold” Today

Paid Placement

Unpaid (Organic) Placement

Social Media’s Impact on SEO

Before After

5 Key Metrics of Site SEO1. Searchability. Is the structure, content and meta-content

(descriptive information including titles and keywords) of the site optimized for search engines (specifically Google and Bing), providing the best possible organic search engine results possible, as defined by search experts and online SEO/SEM measurement resources?

2. Accessibility. Is the site accessible from different kinds of devices, and can people with disabilities perceive, understand, navigate and interact with the site, as defined by the W3C Web Accessibility Initiative?

3. Navigability. Once on the site, is the content easily organized and navigated?

4. Sharability. If a visitor likes what the can see or do on the site, is it easy for that person to share their likings (or dislikings) with site managers and/or the general public?

5. Salability. Does the content of the site lend itself to one or more understandable (and measurable) goals – e.g., driving visitors to try out a product, buy a service or tell others about the site?

9 Steps to SEO Success

1. Market research2. Keyword research3. On-page

optimization4. Site structure5. Link building6. Brand building7. Viral marketing8. Adjusting9. Staying up-to-date

http://www.toprankblog.com/2007/01/google-cartoon/

Market Research Secrets

• Begins with a competitive analysis• What companies / sites are you

competing with?• How well do they perform?• Great tool: http://websitegrader.com/

Keyword Research Secrets

Once you have identified and analyzed the competition at a high level, you can turn your attention to analyzing the keywords from four perspectives:

1. What keywords you want to be known for2. What your site is keyword optimized for3. What your competitors’ sites are keyword optimized for4. What people are searching for

Four great keyword tools:5. http://seokeywordanalysis.com/ 6. http://www.googlerankings.com/ultimate_seo_tool.php 7. http://tools.seobook.com/general/keyword-density/ 8. http://textalyser.net/

On-Page vs. Off-Page

• On-Page SEO focuses on how you can improve the content, structure and navigability of your own site

• Off-Page SEO focuses on, well, pretty much everything else, including– DNS (Domain name services)– Social media– Inbound links– Press releases– PPC

http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

HTML 101

<HTML> This is the outside paired HTML element that declares that what’s inside is HTML

<HEAD> Content inside the HEAD element describes the whole page <META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”> <META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”> <TITLE>The descriptive name of the page goes here</TITLE> </HEAD> Paired elements (including TITLE) are “closed off” with a leading forward slash <BODY> All the content displayed on the actual web page appears inside the BODY

elements <H1>The largest header tag for really big type</H1> <P>Body copy appears inside the P element. Click on image below.</P> <A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A> <H2>Slightly smaller header type</H2> <P>Headers are really important for SEO.</P> </BODY></HTML>

• Right click on a webpage and click on View source to see how a web page is designed…

On-Page SEO Checklist

• Always start with keyword selection, research and testing• Meta Description tag• ALT tags• H1 tags• URL structure• Internal linking strategy• Content• Keyword density• Site maps, both XML and user facing• Usability and accessibility• Track target keywords• Expect results in 6-12 months

4http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

Author Rank

SEARCH MARKETING: PAIDMKMC 5012 – DAY 3

PPC, PPM, CPL, HUH?

• PPC = Pay-Per-Click– Only pay for clicks– CPC = Cost-Per-Click– PPA = Pay-Per-Action (e.g., when item is

sold)– CPA = Cost-Per-Action– CPL = Cost-Per-Lead

• PPM = Pay-Per-Mille (1,000 impressions)– Avoids click fraud– CPM = Cost-Per-Mille

PPC 101

• PPC is not just about Google AdWords– Bing (Microsoft) Ads– Facebook PPC– Yahoo! Network– Chitika

• Not just text ads in SERPs– YouTube– Blogger– Google Maps– Google News– Google Managed Placements (Ad Network)

How to Get Started in PPC

1. Create an AdWords account2. Pick your audience3. Choose your keywords that trigger the ad4. Identify your call to action5. Build your landing page6. Build your ad7. Test your ad8. Deploy your ad9. Measure your success

Ad Rank: Who’s #1

• Some factors influencing Quality Score are:– The relevance of your landing page to the keyword– The relevance of your ad to the keyword– The performance of your landing page – a slow-

loading website will get a lower QS– Your Click-Through-Rate (CTR)– Historical performance of your campaigns

Google AdWords Accounts

• Keywords are bound to a group of ads• This group of ads is part of a campaign• The campaign will be part of your

account

GOOGLE ANALYTICSMKMC 5012 – DAY 3

Got Less Than an Hour?

Got Less Than an Hour?

Got Less Than an Hour?

Got Less Than an Hour?

• This is missing a few things that I find interesting, like:– Content (which pages are working best)– Traffic Sources (where it’s coming from)– Browser/OS/Mobile Types

Google Analytics 101

• You use Analytics to gather and report on information about visitor traffic to a property

• A property can be a website, a mobile application, a blog--any page or screen that receives traffic via the web or a mobile app

• To collect that information with Analytics, you need to:– Sign up for an Analytics account– Add your property to the account– Add the Analytics tracking code to your property

The GA Hierarchy

Google Analytics Caveat

It’s all about traffic flow once it gets to your site

– What happened before is anyone’s guess unless

a) There was a referring siteb) You use a campaign-specific landing pagec) You used a campaign code

– What happens after is anyone’s guess unless

a) You integrate donation/ecommerce with GAb) You find other ways to measure other

conversions

For Tomorrow

• Pick a URL for your site• Create a site hierarchy (navigation)• Create your Google Analytics account• Create your site and install Google

Analytics, spam catchers and backup plugins

• Start messing with the design of your site

GOOGLE ANALYTICS DEEP DIVE

MKMC 5012 – DAY 3

WORDPRESS DEEP DIVEMKMC 5012 – DAY 4

THE MARKETING FUNNEL IN DETAIL

MKMC 5012 – DAY 4

The Old Sales Funnel

The Integrated Approach

http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel

The “New Marketing” Funnel

The McKinsey MatrixSocial media enables targeted marketing responses

at individual touch points along the consumer decision journey.

http://www.mckinseyquarterly.com/Demystifying_social_media_2958

The HubSpot Way

http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel

For November

• Continue curating your favorite content over social media channels

• Continue blogging• Develop your landing page, where you will direct

prospects through your marketing program, and where you will try to close leads

• Refine your marketing plan to include an editorial calendar and email marketing components

• Make sure you are able to measure and quantify any initial marketing efforts, and that you are prepared to launch your formal marketing efforts, in theory, after class ends

• Prepare to present your learnings and how you would change the marketing plan you developed and presented this weekend