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.

RECAP OF SOME IMPORTANT TAKEAWAYS FROM DAYS 3 & 4

MKMC 5012 – DAY 5

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

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

Social Media’s Impact on SEO

Before After

Market Research Secrets

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

competing with?• How well do they perform?• Great tool:

http://marketinggrader.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

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

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)

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

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 unlessa) 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

The Old Sales Funnel

The Integrated Approach

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

The “New Marketing” Funnel

READY? GO!MKMC 5012 – DAY 5

EMAIL MARKETINGMKMC 5012 – DAY 5

The Big Picture

Email Usage is Down

But Email Still Works!

Email is NOT Dead

http://www.slideshare.net/Regalix/integrating-email-marketing-social-media

Email + Social = Viral(?)

http://www.slideshare.net/Regalix/integrating-email-marketing-social-media

SOME CONTENT MARKETING DECISION FACTORS

MKMC 5012 – DAY 5

Curation, Not Just Creation

• Content curation, or the reuse/repackaging of other people’s content, is becoming hugely popular

• You must be able to add value to that content: commentary, insight or more news

Podcasting Tips

1. You already have the equipment– You can start with free software and built-in

hardware, then work your way up

2. Export your audio from videos– Whenever possible, capture content in video,

then work backward

3. Listen before you record– Not just to your own test recording, but other real

podcasts and radio programs

4. Keep length in mind– Under your community’s average commute time

Content Rules Chapter 17

Podcasting Tips (Part 2)

5. Publishing is easy-ish– Pick up a copy of Podcasting For Dummies to tackle all

the issues

6. Submit to iTunes– Plenty of other places too, but start here

7. Plan before hitting “Record”– Write out your intros and outros and have an outline of

topics at least

8. Use music wisely– NOT from your CD collection, but music you have rights

to use

9. Editing is your friend– And you’ll hate it, but you need to do it

Content Rules Chapter 17

Video Rules

1. Audio quality is significantly more important than video quality – use an external mic

2. Get a copy of Get Seen by Steve Garfield3. Viral video “rules” get broken all the time, but

in general:– Shorter is better– Don’t bury the lead (the call to action)

4. Video isn’t searchable yet (nor is audio), so be very descriptive in title, description and tags

5. Include a dragon – a problem you’re trying to solve

The Six Secrets of Viral Marketing

1. No such thing as an accident

2. All about the seed #3. Great content means

nothing if it’s hard to share

4. Go big when identifying and reaching out for influencers, or go home.

5. Like comedy, it’s all about… timing…

6. Hey! Grab their attention!

http://allfacebook.com/9-secrets-to-successful-facebook-viral-marketing_b50545

Question: Monetization• #presentandfuturebusinessmodelsformonetizingthenewspa

perindustry• What do you charge for and what do you offer for free?• Does free content cheapen you? Can it cost you business?

Gating: Costs and Benefits

• Kinds of gates– Paygates– Likegates– Infogates

• Does gating keep people out? Of course!

• But does it keep out the wrong kinds, or the right kinds?

• A/B testing is one great technique to find out

COMMUNITY MANAGEMENT

MKMC 5012 – DAY 5

4 Types of Community Members

• Commenters• Passives• Trolls• Passionates 4

Content Rules Chapter 9

Community Management Rules

1. Remember that community is not the platform, it’s the people

2. Set up clear guidelines for participation, and put them in writing

3. Understand the implications of exerting editorial control over user-generated content

4. Don’t sell!5. Disclose your identity6. Be yourself, but don’t be all about you or the product7. Be friendly and helpful, but firm8. Ask questions and show that you’re listening9. Show that you’re learning; that they’re making a

difference10. Feed the stars but starve the trolls11. Keep calm and carry on12. Admit mistakes and apologizehttp://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager

http://www.slideshare.net/rhappe/community-management-fundamentals

The Community Maturity Model

http://www.slideshare.net/rhappe/community-management-fundamentals

DISCOVERING AND INFLUENCING YOUR INFLUENCERS

MKMC 5012 – DAY 5

Search

Search

Search

Prioritizing Your Influencers

• Influencer Maps• Influencer

Tiering

http://mentionmapp.com/#user-vanhoosear

• Reach (how many people does this particular influencer influence compared to other influencers)

• Relevance (how closely aligned are the topics that this influencer writes/talks about compared to your organization’s topics)

• Reputation (what is the common opinion that people have about a particular influencer compared to other influencers)

• Receptivity (how approachable is this particular influencer, and how likely are they to be influenced by you – shoot too high and they may not be receptive. Too low and they won't have enough followers to make it worth the effort)

44

The Four Rs of Influence

R

Some Influencer Research Tools

• By topic on Twitter: https://followerwonk.com/bio• By location on Twitter: http://tweet.grader.com/location• By topic or location on Twitter: http://www.twellow.com/• By buzz factor on social networks: http://klout.com/#/pulse• On Facebook: https://www.facebook.com/about/graphsearch • On Google+: http://socialstatistics.com/• On blogs: http://technorati.com/• On blogs via Google: http://www.google.com/blogsearch?hl=en • Online: http://addictomatic.com/• By topic on blogs: http://alltop.com/• By retweets and mentions on Twitter:

http://mentionmapp.com/beta/classic/index.php#user-mentionmapp• By topic online: http://socialmention.com/ • Via Google News: https://news.google.com/nwshp?hl=en&tab=wn• In scholarly articles: http://scholar.google.com/schhp?hl=en • Via top trending topics: http://www.google.com/trends/

The Art of the (PR) Pitch

• “The biggest problem in PR is that people don’t read enough.”

– Former Journalist Ed Zitron

1. Has the reporter/outlet already written about topic?

2. Will it be interesting to their readers? How?3. What do they love writing about? What

interests them as a human being and a reporter/blogger/editor?

Top Pitch Mistakes

• Wrong person/beat/name/outlet (read before you pitch)

• Buried lead (start with the ask/news, then back it up)

• Sounds like a marketing script (write like you speak)

• No links or contact info (make it easy for them to get more info)

Social Media’s Impact on Pitching

1. Makes it easier to reach some folks, but…

2. It’s created a lot more noise!3. It’s made everything public4. It’s shortened our attention span

http://thenextweb.com/media/2011/10/01/the-art-of-the-pitch-inspiring-media-relations/http://gawker.com/5949099/pr-dummies-how-not-to-pitch

http://www.vocus.com/invocus/media-blog/pitching-journalists-via-social-media-yay-or-nay/

Group Exercise

• Using the group you created for your class project…– Find the top 5 influencers for that

company and share who you chose– Pick one influencer to profile, and

prepare a pitch for that influencer– Share your pitch with the class

SOCIAL MEDIA CRISISMKMC 5012 – DAY 5

Social Media Crisis Rules, Part 1

At the start:1. Acknowledge and investigate the issue2. Apologize for how the issue is impacting your

community, even if you’re still investigating3. Act on what you learn from the investigation,

and communicate your actions• Share what you learned from the investigation• Share how you intend to keep it from happening

again• Keep the trust

http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html

Social Media Crisis Rules, Part 2

As it starts to brew:1. Amplify your key messages wherever

you have a social media presence2. Advocates – use your partners, allies,

employees and even happy customers to help spread the word on how you’re responding to the crisis

3. Adhere to your corporate values, and understand your limitations

http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html

Social Media Crisis Rules, Part 3

As it continues to percolate:1. Analyze what’s being said about you online2. Answer your critics and fans alike3. Aggregate all the stories – positive and

maybe even negative – about the crisis, along with your prominently-displayed own analysis and response. • You must counter inaccurate information!• The risk of adding to their story’s Google juice

is offset by getting your own response on the record

http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html

SOCIAL BUSINESSMKMC 5012 – DAY 5

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.

The Perennial Question

http://blog.creativegroup.com/who-should-own-social-media-at-your-company

Are We Asking the Right Question?

?

Who’s Involved in Social Media?

http://www.slideshare.net/sncr/social-business-trends-28091051

The Risk of Over-Organization

More Than Marketing

Services & Support

How can I reduce support costs?How can I reduce response times in addressing client issues?How can I improve customer satisfaction & loyalty?

How can I develop long-term relationships with customers?How can I reduce my sales cycle?How can I accelerate new client acquisition & upsell opportunities?

Sales

ProductHow can I innovate my products faster?How can I stay abreast of market research for R&D?How can I streamline my product development process?

MarketingHow can I improve brand visibility?How can I drive enhanced demand generation?How can I increase website traffic & ad revenue?

And beyond…

What is Social Business?

A Social Business Behavioral Framework

http://www.slideshare.net/sncr/social-business-trends-28091051