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Starting Clients with Digital &
Social Media Marketing
By Susan Fant / www.susanfant.com / www.castlesandsllc.com / www.fernweb.org
These Slides are for Educational Purposes Only – The University of Alabama Marketing Department MKT597:
Digital & Social Media Marketing Fall Semester 2013
The Social Organization
Overall Thesis:
Organizational success with
social media is
fundamentally a leadership
and management
challenge, not a technology
implementation. Achieving
that success creates mass
collaboration that gives
organizations unique
capabilities to create value
for
customers, employees, and
stakeholders. Source: The Social Organization, Harvard Business Press
Social Organizations
• Social organization don’t just use social media
technology well  social media transforms
the organization and embeds a social culture
into the organization.
• It’s part of the way the organization does
business and delivers value.
Social media allows for mass collaboration.
Source: The Social Organization, Harvard Business Press
Real & Common Misconceptions
Clients May Have About Social Media
Social media:
– doesn’t deliver real business value & wastes time.
– poses high risks to privacy, compliance, & service.
– is just another marketing channel.
– set up a platform and the work is done.
– you can’t measure the benefits anyway so why pay?
– I don’t understand social media because “I’m an
adult” and you understand it because “You’re a kid!”
Source: The Social Organization, Harvard Business Press
How Large Companies
Utilize Digital & Social Media Marketing
• Link product designers with customers for real
time feedback & suggestions
• Provide information via forums.
• Engage people to better understand their future
buying positions
• Create a community for competitive
differentiation
Competitive Differentiation: What is your “ER?”
What makes you smartER, bettER, & fastER?
Source: The Social Organization, Harvard Business Press
Example: Ford & SYNC Technology
Example: Ford & SYNC Technology
Collaborative Community
Life is about
working in
teams.
Collaborative
Community: a
group of people
engaged in mass
collaboration
Source: The Social Organization, Harvard Business Press
Components of Mass Collaboration
• Social media is an
online environment
created for the
purpose of mass
collaboration.
• Technology must
have a purpose, or
end use, to become
social media.
• Without a specific
goal it is just
technology.
Source: The Social Organization, Harvard Business Press
Mass Collaboration
Fundamental Principles
Participation
– Mobilize contributions: likes, discussions, user generated content
Collective
– People create or share with the WHOLE community
Transparency
– People can see, use, critique, validate on an equal playing field 
communities self govern & evolve
Independence
– Anytime, anyplace, member collaboration (ex. Wikis)
Persistence
– Information held for a long time
Emergence
– Behaviors of the community emerge by example
Source: The Social Organization, Harvard Business Press
Fundamental Cycle of Collaboration
Source: The Social Organization, Harvard Business Press
How Do We Provide Influence and
Followers for Businesses?
• We look to create social media posts / outreach
that is meaningful and inspires user generated
content.
• If CEO’s are blogging – what are they saying? Are
they inspiring? (Ex. LinkedIn Influencers)
• How do users respond? (Ex. Illumination
Entertainment’s User Created Videos on You
Tube)
Source: BBC News, Should CEO’s Tweet
What are the Tools
We Use to Do This?
• Facebook for Business
• Google Analytics
• SEM / SEO
• Wiki Development
• LinkedIn Groups / Pages
• LinkedIn Influencers
• Twitter / Instagram
• Company Forums
• Blogging Communities
• You Tube & Videos

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Starting Clients with Digital and Social Media Marketing

  • 1. s Starting Clients with Digital & Social Media Marketing By Susan Fant / www.susanfant.com / www.castlesandsllc.com / www.fernweb.org These Slides are for Educational Purposes Only – The University of Alabama Marketing Department MKT597: Digital & Social Media Marketing Fall Semester 2013
  • 2. The Social Organization Overall Thesis: Organizational success with social media is fundamentally a leadership and management challenge, not a technology implementation. Achieving that success creates mass collaboration that gives organizations unique capabilities to create value for customers, employees, and stakeholders. Source: The Social Organization, Harvard Business Press
  • 3. Social Organizations • Social organization don’t just use social media technology well  social media transforms the organization and embeds a social culture into the organization. • It’s part of the way the organization does business and delivers value. Social media allows for mass collaboration. Source: The Social Organization, Harvard Business Press
  • 4. Real & Common Misconceptions Clients May Have About Social Media Social media: – doesn’t deliver real business value & wastes time. – poses high risks to privacy, compliance, & service. – is just another marketing channel. – set up a platform and the work is done. – you can’t measure the benefits anyway so why pay? – I don’t understand social media because “I’m an adult” and you understand it because “You’re a kid!” Source: The Social Organization, Harvard Business Press
  • 5. How Large Companies Utilize Digital & Social Media Marketing • Link product designers with customers for real time feedback & suggestions • Provide information via forums. • Engage people to better understand their future buying positions • Create a community for competitive differentiation Competitive Differentiation: What is your “ER?” What makes you smartER, bettER, & fastER? Source: The Social Organization, Harvard Business Press
  • 6. Example: Ford & SYNC Technology
  • 7. Example: Ford & SYNC Technology
  • 8. Collaborative Community Life is about working in teams. Collaborative Community: a group of people engaged in mass collaboration Source: The Social Organization, Harvard Business Press
  • 9. Components of Mass Collaboration • Social media is an online environment created for the purpose of mass collaboration. • Technology must have a purpose, or end use, to become social media. • Without a specific goal it is just technology. Source: The Social Organization, Harvard Business Press
  • 10. Mass Collaboration Fundamental Principles Participation – Mobilize contributions: likes, discussions, user generated content Collective – People create or share with the WHOLE community Transparency – People can see, use, critique, validate on an equal playing field  communities self govern & evolve Independence – Anytime, anyplace, member collaboration (ex. Wikis) Persistence – Information held for a long time Emergence – Behaviors of the community emerge by example Source: The Social Organization, Harvard Business Press
  • 11. Fundamental Cycle of Collaboration Source: The Social Organization, Harvard Business Press
  • 12. How Do We Provide Influence and Followers for Businesses? • We look to create social media posts / outreach that is meaningful and inspires user generated content. • If CEO’s are blogging – what are they saying? Are they inspiring? (Ex. LinkedIn Influencers) • How do users respond? (Ex. Illumination Entertainment’s User Created Videos on You Tube) Source: BBC News, Should CEO’s Tweet
  • 13. What are the Tools We Use to Do This? • Facebook for Business • Google Analytics • SEM / SEO • Wiki Development • LinkedIn Groups / Pages • LinkedIn Influencers • Twitter / Instagram • Company Forums • Blogging Communities • You Tube & Videos