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Deck from my last lecture for Entrepreneurial Marketing with Deb Hagen at the University of Washington.
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Social Media MarketingChris Goddard - Odd Dog Media
About Me
What I do
Social Media
Social Media Marketing = BS ?
David “Shingy” Shing AOL “Digital Prophet”
“Your role in this digital universe is to do three things - it’s to build content that fuels connections, conversations and engagement - that’s it. Period.”
Huh?
“I love social media because it sells shit”
Gary Vanderchunk winelibrary.com
When people think social media marketing
236,000,000 views
Awesome!
Social Media Is amazing!
But…
11.4 Million dollars
Not exactly “Organic”
12,000 members in 2 weeks
13 million views to date
$12 Million in Funding
Video cost: $4500
Michael Dubin
CEO - DollarShaveClub
Formerly worked at MSNBC
Experience in improv comedy
Great F**ckin Product
Already had $1 million in funding
Already had a Ton of PR before the video
So what do start ups (without funding) do?
Social Media Marketing is just marketing
Published: October 1936
Be a good listener
Google Alerts
Business Name
Competitor’s Names
Product Names
CEO/Employee’s Names
Paid Tools
Wider Reach !Sentiment Analysis
Follow up on all comments, emails, tweets, posts…
Genuinely talk in terms of the other person’s interests
Creating good content
Figure out what your customer is already reading/watching/listening
to and make the same stuff
Don’t hit enter
Turn any “How to” or “Tutorial” content into a video
Arouse in the other person an eager want
understand your customer!
Marketing done right doesn’t feel like marketing
Make the other person feel important—and do it sincerely
Say Thank you!
If you’re wrong, admit it quickly and emphatically
Always be Gathering Data
“Soft” Metrics vs
“Hard” metrics
“I want 40,000 FaceBook fans!”
“I want a toilet seat made of gold but it’s just not in the cards now is
it?”
Followers Likes
Shares Social “Authority”
clicks Pageviews*
*Unless you’re selling advertising
Cost Per Acquisition (CPA) Contribution
Customer Lifetime Value Return On Investment
Prospects Leads Sales
1.11 Billion People
180m in the US !
57% of population
http://bit.ly/pew-social-stats
Ubiquity ≠ Marketing Success
Very established API (Application Programming Interface)
Easy Reporting
Third-Party Apps
Simple Facebook Campaign: !
Photo contest !
40 entries and 400 likes so far (launched Tuesday)
The follow-up is as important as the campaign
The networks apps and platforms are constantly changing
Business Development
Market Research
Local Business
ask customers to review you
Tools can help you manage
So can people
Interns
Niche Networks
Quora
YouTube
Game the system
At least 100 people watch the video, start-to-finish, within the first 10
minutes + share through Facebook
Notice Something?
Takeaways
The best “social media” strategy is 60-year-old PR with Sexy Tools
Always focus on the people behind the profiles
Always be Gathering Data
Pay for critical mass
… and then stop!
