As part of the TXCHANGE for Good Educational Series, Unidev and The Net Impact are speaking to local high school students about the latest careers in tech, digital, and online. This month we discussed careers in social media marketing.

1. Today’s Careers in
Tech, Digital and Online
by
Amanda Gabbert
Liz Maritz
Pat Niday

2. Social Media Marketing
Using social networks to market
your company and clients
#TXCHANGE

3. 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!

4. What is Social Media?

5. 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

6. Social Networks - Examples

7. Social Networks

8. 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
“We’re all publishers now, and the more we
publish, the more valuable connections we make.”
- Pete Cashmore, founder of Mashable
“Our head of social media is the customer.”
- McDonald’s

9. Social Media’s Impact
62% of adults worldwide use
social media
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 users
YouTube: over 4 billion daily views
Sources: The Social Skinny, Media Bistro, All
Facebook, Social Media Today, Digital Buzz
Blog

10. The Social Media Marketer (SMM)
• Why do companies
need SMMs?
• Who is a SMM?
• Day in the Life
• Skills/Education/
Background needed

11. Social Media Marketing Roles
• Brand/Reputation
Management
• Customer Support
• Community
Management
• Driving Web Traffic
and Sales

12. Who is a Social Media Marketer?
Focused
Always Monitoring
Mobile
Connected Organized
Data-Driven
Analytical

13. A Day in The Life
7:00am – Wake up, check tablet for
alerts
8:00- 8:15am- Check emails and
social networks, make sure no major
meltdowns 1:00-3:00pm- Draft and Edit blog
8:15-10:00am- Scour the web for 3:00-4:00pm- Meet with social media
great content, schedule tweets for the team, strategize and review execution
day 4:00-6:30pm- Breaking news about a
10:00-11:30am- Strategy Meeting pending client product recall. Plan
with client social media response with team.
Enter crisis mode with client and
11:30am-Noon- Review Metrics from
response team.
the previous week
6:30pm- Head home and monitor
Noon-1:00pm-Lunch
response. Tweet and eat.
12:17- Send Tweet
12:40- Retweet a Fan

14. Social Media Marketer:
Requirements
Skills Education Background
• Organized • Bachelors Degree in • Social Media
• Strong o Communications Experience
Communicator o Journalism • Interest in
• Outgoing o Marketing Technology
• Energetic o Business • Up-to-date with
• Analytical o Emerging Media current trends

15. Social Media Marketing Jobs
Marketing Agency VS. Client Side

16. Tools of the Social Media Marketer
• Smartphone
• Hootsuite
• Social Media
Monitoring
• RSS Feeds
• Google Alerts

17. Tools of the Social Media Marketer
• Smartphone
• Dashboard
• Social Media
Monitoring
• RSS Feeds
• Google Alerts

18. Tools of the Social Media Marketer
• Smartphone
• Hootsuite
• Social Media
Monitoring
• RSS Feeds
• Google Alerts

19. Tools of the Social Media Marketer
• Smartphone
• Hootsuite
• Social Media
Monitoring
• RSS Feeds
• Google Alerts

20. Tools of the Social Media Marketer
• Smartphone
• Hootsuite
• Social Media
Monitoring
• RSS Feeds
• Google Alerts

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

22. Examples
The Good, The Bad, and The Ugly
of Corporate Social Media

23. Jetsetter – Pinterest Contest
• “Pin it to win it”
contest on travel
site
• Nearly 50,000
pins
• Traffic increased “The overall goal of our Jetsetter
100% Curator contest was branding,
quality content generation and
• Pageviews
engagement with members”
increased 150% -Social Media Manager, Jetsetter
Source: Oneupweb

24. Taco Bell – Twitter Fun

25. Taco Bell – Twitter Fun

26. Taco Bell – Twitter Fun
• Nearly 250,000 followers
• Adding 442 followers daily on average

27. McDonald’s – Who owns the hashtag?

28. QR Code Fails

29. Your Turn!
We put YOU in the shoes of a
Social Media Marketer

30. 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.

31. 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.

32. 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.)

33. 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.

34. Questions?
Amanda Gabbert
amanda.gabbert@thenetimpact.com
@AmandaGabbert1 on Twitter
Pat Niday
patrick.niday@thenetimpact.com
@patniday on Twitter
www.thenetimpact.com
@TheNetImpact on Twitter
#TXCHANGE