1. Entre 528
Social Media for Managers
Session 1
March 23, 2013
Spring 2013 | Entre 528
2. Today’s Schedule
Pod 1 (30 min)
• Intros / Show and Tell
• Discuss the Class Structure / Format / Resources
• Talk About Our Class Project
Pod 2 (60 min)
• Lecture: Social Media Strategic Frameworks
• Set Goals and Start Planning Campaigns
BREAK
Pod 3 (60 min)
• More Case Studies / Examples
• Start to build campaigns
Pod 4 (30 min)
• Review progress, talk about plans
Spring 2013 | Entre 528 2
3. • Intros
• Discuss the Class Structure / Format
• Resources
• Talk About Our Class Project
• Social Media Strategic Frameworks
• Social Media Success Stories
• Group work
Spring 2013 | Entre 528 3
4. My Bio: How to Find Me
• Google / Bing Andy Boyer
• linkedin.com/in/aboyer
• Facebook.com/andyboyer
• Twitter.com/aboyer
• Gplus.to/andyboyer
Spring 2013 | Entre 528
9. • Intros
• Discuss the Class Structure / Format
• Resources
• Talk About Our Class Project
• Show and Tell
• Social Media Success Stories
• Social Media Strategic Frameworks
• Group work
Spring 2013 | Entre 528 9
10. My Class Goals
Share some knowledge on how to build a business organization
that effectively incorporates Social Media and Content Marketing
Work with you on tactical elements to bring a campaign to life
Have a lot of fun in our 13 hours together
See you build campaigns you actually want to continue developing
Spring 2013 | Entre 528
11. We have 4 meta-topics to cover
Strategy and Framework for starting a campaign
Detail on how to build individual channels and
how to build a personal brand
Basic Social Media Listening and Analytics tools
and processes
How to hire a a social media team | Present Group
Project results
Spring 2013 | Entre 528
12. In that case… Our typical class session
Homework and readings (usually slide decks and articles) that
introduce what we’re going to talk about
45-60 minutes of lecture notes
30-60 minutes of looking at examples
45-60 minutes of in class work playing with tools and working on
your campaign
30-60 minutes of sharing with each other what we’re building and
working on
Spring 2013 | Entre 528
13. Today
• Come to class having decided the cause (or UW
Business Plan competition company) you are
going to build a strategy for and execute on
behalf of.
• All class members should have established
personal accounts on LinkedIn, Twitter, Facebook,
YouTube and Google Plus. If there is some reason
that you must maintain anonymity, you may set
up these channels with an ambiguous identity.
• You should follow the Entre 528 Facebook Page,
Twitter Account and LinkedIn Group.
Spring 2013 | Entre 528
14. In Class
• Set up groups
• Start channels, review results
• Get set up to write to the Entre 528 blog.
• Your group will set up a blog, Twitter Account,
Facebook Page and choose one other channel.
• Finally, we’ll develop a rough editorial
calendar that may change later.
Spring 2013 | Entre 528
15. My Question to you
• What do you want to learn in here?
Spring 2013 | Entre 528
16. • Intros
• Discuss the Class Structure / Format
• Resources
• Talk About Our Class Project
• Social Media Strategic Frameworks
• Group work
• Social Media Success Stories
Spring 2013 | Entre 528 16
17. Resources
• entre528.wordpress.com
– You’ll all get invited. Read and participate.
• Twitter.com
– user name: entre528 | password: GoHuskie$
• Facebook.com/uwentre528
• Slideshare.net
– user name: entre528 | password: GoHuskie$
• And there will be more....
Spring 2013 | Entre 528
18. • Intros
• Discuss the Class Structure / Format
• Resources
• Talk About Our Class Project
• Social Media Strategic Frameworks
• Group work
• Social Media Success Stories
Spring 2013 | Entre 528 18
19. What we’re doing
• Each Group – 1 campaign
• Cause, Non-profit, BPC or your own venture
• We’ll start working on this today
• We will all present our results on the last day
of class (maybe to a panel of experts)
Spring 2013 | Entre 528
20. • Intros
• Discuss the Class Structure / Format
• Resources
• Talk About Our Class Project
• Show and Tell
• Social Media Strategic Frameworks
• Group work
• Social Media Success Stories
Spring 2013 | Entre 528 20
21. Plan
Measure Audience
Channel Story
Spring 2013 | Entre 528
24. Thanks to Twitter, News Now Travels
at the Speed of Social Media
• 3:26 pm photo
was posted to
Janis Krum’s
(@jkrums) twitter
profile
• New York Times
broke the news at
3:48 pm and
didn’t post to the
front page until
4:00 pm
Spring 2013 | Entre 528
25. What have we done to date?
The Long Term Goal:
Giving customers a say
in developing, Influence
supporting and
evangelizing your brand
Melding social into your
overall marketing program
Integrate
Enagaging with fans, followers, press,
analysts and critics
Interact
Basic benchmarking, auditing and listening to conversation
about your brand, customers & products
Interest
Develop marketing and business plans without benefit of any data or
insights generated on the social web about you or competitors
Ignore
Spring 2013 | Entre 528
26. What is our focus
Crowdsourcing
Product / information to improve
Maximizing an ad campaign Service programs and services
by extending the content to Development
channels not covered by paid
media
Searching for external
opportunities to
service customer
related issues,
Outbound Customer
PR / Advertising Support
Spring 2013 | Entre 528
28. Sample Editorial Calendar
Editorial Calendar
Date Offline Sales Calls Aggregated Blog Facebook (In Twitter (In YouTube Foursquare
Event Content on addition to addition to
Web Site general replies and
discussion) discussion)
Sun 7/10
Mon 7/11
Tues 7/12
Wed 7/13
Thurs 7/14
Fri 7/15
Sat 7/16
Sun 7/17
Mon 7/18
Tues 7/19
Wed 7/20
Thurs 7/21
Fri 7/22
Sat 7/23
Sun 7/24
Mon 7/25
Tues 7/26
Wed 7/27
Thurs 7/28
Spring 2013 | Entre 528
35. Audience Identification: Sample Persona
• Jenny
• Age: 13-18
• Hobbies: Music, Hanging out with friends
• Where she gets Info: Facebook
• Jenny lives on Facebook, and on music sites
like Pandora, Grooveshark, Mog and Spotify
• She wants to be the first of her friends to
share new music and concert information.
• She is influenced by other trend setters,
and followed by many people who look to
her for pop culture stories.
Spring 2013 | Entre 528
36. Audience Identification: Sample Persona
• Steve
• Age: 25-34
• Hobbies: Technology, Workaholic
• Where he gets Info: Smartphone Apps, Mobile Web
• Steve is on the go. You can update your website all
you want, but he’ll never see it unless someone
sends it ot him via Twitter.
• Steve can’t be reached via radio, print or direct
mail. He listens to XM when his iPod isn’t plugged
into his car stereo playing podcasts he downloaded.
• When Steve isn’t working, he is working out and
exercising, buying healthy foods, and attending
networking events.
Spring 2013 | Entre 528
37. The moment that defined Twitter for the mainstream
Spring 2013 | Entre 528
65. Take until 5 min before break and set:
1. Goals
2. Audience
3. Story
4. Channels / Editorial Calendar
5. What You’ll Measure
Spring 2013 | Entre 528
67. • Intros
• Discuss the Class Structure / Format
• Resources
• Talk About Our Class Project
• Show and Tell
• Social Media Strategic Frameworks
• Group work
• Social Media Success Stories
Spring 2013 | Entre 528 67
68. No Social Plan = Disaster Waiting to Happen…
Spring 2013 | Entre 528
103. • Intros
• Discuss the Class Structure / Format
• Resources
• Talk About Our Class Project
• Show and Tell
• Social Media Strategic Frameworks
• Group work
• Social Media Success Stories
• Bonus – Channels, Tools and Tactics
Spring 2013 | Entre 528 103
104. Know WOMMA’s Rules
• www.womma.org
• It’s all about the Honesty ROI. Ethical word of mouth
marketers always strive for transparency and honesty in all
communications with consumers, with advocates, and with
those people who advocates speak to on behalf of a product.
* Honesty of Relationship – you say who you’re speaking for
* Honesty of Opinion – you say what you truly believe; you
never shill
* Honesty of Identity – you say who you are; you never falsify
your identity
Spring 2013 | Entre 528
115. 67% of B2C companies
41% of B2B companies
Are acquiring customers through Facebook.
116. LinkedIn Best Practices
Join Groups That Are Relevant To Your Industry
Browse The Connections You Have and Ask For Introductions
Don’t Accept Random Memberships or Invites From People
Sharing Recommendations Strengthens Your Relationships
Find a Networking Event in Your Area
http://socialmediamagic.com/blog/making-quality-linkedin-connections-5-practices/
Spring 2013 | Entre 528
118. And We Still Haven’t Touched….
Flickr / Photosharing
Mobile
iPads
Apps
Yelp
Biznik
Podcasts
Ustream
Groupon / Living Social
Digg / Reddit / Stumbleupon
Etc……
Spring 2013 | Entre 528
Hinweis der Redaktion
The beginning of the story. What are the ideas that we need to get across in the first piece of this. • What’s the big idea?• Why should I care about the hero?• What’s the problem that MUST be resolved?
The beginning of the story. What are the ideas that we need to get across in the first piece of this. • What’s the big idea?• Why should I care about the hero?• What’s the problem that MUST be resolved?
Address the tests and challenges to this idea.Validate it with research, we fascinate with characters, and interesting anecdotes that bolster or challenge our ideas. Compel us to move forward to the problem that MUST be resolved.• What are the tests and challenges to this idea?• Why is this so compelling – and who/what validates this big, interesting or entertaining idea. How does the hero overcome these tests.• How does this move us forward to the problem that MUST be resolved.
Address the tests and challenges to this idea.Validate it with research, we fascinate with characters, and interesting anecdotes that bolster or challenge our ideas. Compel us to move forward to the problem that MUST be resolved.• What are the tests and challenges to this idea?• Why is this so compelling – and who/what validates this big, interesting or entertaining idea. How does the hero overcome these tests.• How does this move us forward to the problem that MUST be resolved.
This is the end – and will comprise 25% or less of the end. What is the FINAL test that absolutely makes our point – or how can we look back on the case we’ve made and show (not tell) how our hero has passed the tests and challenges so that they can claim victory.• What is the final test – the final validation that proves our point – or brings us to satisfyingconclusion of this story.• Where does our hero go from here?• Where does the audience go from here (bringing in our external and internal goals?
This is the end – and will comprise 25% or less of the end. What is the FINAL test that absolutely makes our point – or how can we look back on the case we’ve made and show (not tell) how our hero has passed the tests and challenges so that they can claim victory.• What is the final test – the final validation that proves our point – or brings us to satisfyingconclusion of this story.• Where does our hero go from here?• Where does the audience go from here (bringing in our external and internal goals?
