Social Media Marketing - Intro lecture&plan

Matteo Cristofaro, Ph.D. student 30th July 2014

Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014

An Umbrella term that defines the various activit ies

that integrate technology, social interaction and the

construction of words, pictures, videos, and audio.

SOCIAL MEDIA REVOLUTION

WHY? (1)

Tomorrow’s consumers are Today’s

“Digital Natives”

WHY? ( 2)

78% of the people trust the recommendations of other consumers

While only 14% of the people trust advertisements.

WHY? (3)

*Neilson ‘Trust in Advertising report’

The old communication model was a

Monologue

HOW? (1)

The new communication model is a

Dialogue.

HOW? (2)

HOW? (3)

The conversation prism

TIPS FOR A BETTER USE OF FACEBOOK, TWITTER AND

YOUTUBE FOR SOCIAL MEDIA MARKETING

Create a community

Chevrolet’s twitter profile

UPS Customer support

Tips for clients

Explaining product

Results shown

- Google Analytics

- Product testing

Greenpeace Campaing

WHO DID SMM WRONG (1)

DIESEL CAM

WHO DID SMM RIGHT

Resources: its source processing on - SMM PLAN -Example 2 -Example SME ---Hales SMM Plan

SMM Campaign….How to do it?

1. Auditing existing mktg activites (Successes and failures); 2. Defining The role of digital mktg within the industry; 3. Defining SMM goals (Social and business goals); 4. Defining audience (Personas technique); 5. Positioning; 6. Identifying the customer digital journey (Keywords, Web-sites..) 7. Mapping digital field; 8. Defining content strategy; 9. Choosing SN defining purpose and success metrics; 10. Assigning priority to SN that are chooosen; 11. Chossing tracking tools; 12. Defining a detailed action plan for each SN (time&activities); 13. Organizing a digital mktg team; 14. Defining the budget for SMM activities; 15. Monitoring/Understanding/Commenting activities; 16. Identifying successes and failures; 17. Looking at the feedback and making adjustements if required.

Let’s have some descriptions..

AUDITING

DEFINING THE FIELD

MAKING STRATEGY

ORGANIZING AND MONITORING

What do you want to

accomplish?

DEFINING THE FIELD

Who do you want to participate?

How do they participate?

DEFINING THE FIELD

•Research and find tags from many communities related to your field

•Participate in conversations that help you engage new audiences and strengthen your authority positions

•Use tags to organize Information and grow diverse conversations

MAKING STRATEGY

1 Get Strategic on Your Goals

Timelines: STRATEGY PROGRAM TIMING DELEGATION INVOCATION COMMUNITY CARE BEAUTIFUL CLOSING ANALYSIS & WRAPUP

Know your course, deadlines, and work out a plan step by step

MAKING STRATEGY

http://www.social-media-analytics.it/social-media-analysis/gli-strumenti-di-analisi-utilizzati-dai-social-media-manager/

MAKING STRATEGY

1) Resource & Staff impact; 2) Number of hours needed to succeed;

ORGANIZING AND MONITORING- COST DRIVERS

Blogs: 1-4 hours per post

Twitter: 5-30 minutes a day

Facebook: 5-30 minutes a day

LinkedIn: 15-30 minutes, weekly

Listservs: 30 minutes weekly

Other Groups: 30 minutes weekly

Photo Uploads: 15 minutes weekly

Videos: 2-4 hours a week

Curation: 1 hour a week

Total Average Social Media Time:

90 minutes per day

11 hours per week

ORGANIZING AND MONITORING- TIMING AND INVESTMENT NEEDED

References •Chaffrey Mayer Johnston Ellis-Chadwick.(2001). Internet Marketing. APOGEO. (Ita) •Barry Silverstein (2001). B2B Internet Marketing. APOGEO. (Ita) •Guido Di Fraia. (2011). Social Media Marketing: Manuale di comunicazione aziendale 2.0. HOEPLI. (Ita) •Dan Zarrella. (2011). The Social Media Marketing Book. O’Reilly. (Eng). •Liana Evans. (2010). Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media. Que Publishing. (Eng) •Jonah Berger (2013). Contagious: Why Things Catch On. Simon&Schuster. (Eng)

Matteo Cristofaro Ph.D. student in Business Management&Accounting University of Rome 'Tor Vergata' Via Columbia,2 00133 Rome E-mail matteo.cristofaro@uniroma2.it Office +39(0)6-72595518 Fax +39(0)6-72595804 Mobile +39 340.7038021 Home page http://economia.uniroma2.it/igf/dottorandi/72-429/matteo-cristofaro- Linkedin www.linkedin.com/pub/matteo-cristofaro/51/695/401

Other sources on slideshare: •Social Media Marketing-Dr. Salah ElKashef •Social Media Marketing-Old Monk Ki Pujaran •Social Media Marketing Plan- Evonne Heyning •Social Media Marketing-Junior Stage Consulting

Social Media Marketing - Intro lecture&plan

Marketing

Transcript of Social Media Marketing - Intro lecture&plan

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