Social Media Marketing - Intro lecture&plan
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Transcript of 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.
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
WHAT?
SOCIAL MEDIA REVOLUTION
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
WHY? (1)
Tomorrow’s consumers are Today’s
“Digital Natives”
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
WHY? ( 2)
78% of the people trust the recommendations of other consumers
While only 14% of the people trust advertisements.
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
WHY? (3)
*Neilson ‘Trust in Advertising report’
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
The old communication model was a
Monologue
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
HOW? (1)
The new communication model is a
Dialogue.
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
HOW? (2)
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
HOW? (3)
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
The conversation prism
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
TIPS FOR A BETTER USE OF FACEBOOK, TWITTER AND
YOUTUBE FOR SOCIAL MEDIA MARKETING
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
Create a community
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
Chevrolet’s twitter profile
UPS Customer support
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
Tips for clients
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
Explaining product
Results shown
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
- Google Analytics
- Product testing
Greenpeace Campaing
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
WHO DID SMM WRONG (1)
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
DIESEL CAM
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
WHO DID SMM RIGHT
Resources: its source processing on - SMM PLAN -Example 2 -Example SME ---Hales SMM Plan
SMM Campaign….How to do it?
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
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?
WHY?
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
DEFINING THE FIELD
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
DEFINING THE FIELD
Who do you want to participate?
How do they participate?
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
DEFINING THE FIELD
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
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
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
MAKING STRATEGY
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
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
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
MAKING STRATEGY
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
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;
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
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
Matteo Cristofaro, Ph.D. student BEST Tor Vergata 30th July 2014
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 BEST Tor Vergata 30th July 2014
Matteo Cristofaro Ph.D. student in Business Management&Accounting University of Rome 'Tor Vergata' Via Columbia,2 00133 Rome E-mail [email protected] 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