Uw marketing class

transcript

Digital Marketing Strategy

Social Media Marketing

MKTG: 455 – Entrepreneurial Marketing

My Background• From New Zealand... hence the funny accent

• Finished degree at UW Business School in 2008

• 2009 worked at SEO and Social Media manager for online marketing company in New Zealand

• Lead Strategist and Partner at Odd Dog Media since 2010

What is Social Media?

More than just a list of websites

Democratization of mass communication

Pre social media

One-to-many communication now accessible to the masses

Example

Ok that’s awesome, but…

How do businesses approach social media?

The media generally sucks at understanding new technology

The media loves sensationalism

“Elections will be all about social media now!”

3 months later…

There’s a lot of confusion

1.06 billions monthly active users on Facebook

250 million photos uploaded to Facebook

everyday175 million tweets sent

from Twitter every day in 2012

Numbers don’t tell the whole story

“Find me someone who understands this

social media crap”

Enter: The “Social Media Marketing Expert”

It’s all about “engagement”

“Be part of the conversation”

“You can’t sell on social media”

Experts spend more time doing than talking…

And they rarely call themselves an expert

Social media marketing is still marketing

Marketing is about selling more stuff, to more people, for more money.

If it’s not ultimately driving revenue, it’s a waste of time.

Social media isn’t revolution…

It’s evolution

7 business drivers of social media marketing• Enhance Branding and Awareness• Protection your reputation• Enhance public relations• Build community• Enhance customer service• Facilitate research and development• Drive sales and leads

Jason Falls

Some really bad examples…

#mcdstories

Woody Harrelson’s AMA

I swear this is a true story. I went to a high school in LA and you crashed our prom after party (Universal Hilton). You ended up taking the virginity of a girl named

Roseanna. You didn’t call her afterwards. She cried a lot. Do you remember any of this and can confirm or have you been so knee deep in hollywood pooty for so long that

this qualifies as a mere blip?

Celeb Boutique

Microsoft vs Ann Coulter

These are fun, but…

Reality-check your ideas

Stay in the loop

Carefully control access

Some great examples…

Book burning party

Old Spice YouTube Campaign

Old Spice Results

• The number one most viewed sponsored channel on YouTube• 236 million YouTube Views• 80,000 Twitter followers in 2 days• Facebook Interaction increased 800% with the personalized videos (Fans

now total over 1.5 million)• Sales figures increased by 107 %

Dollar Shave Club

$9.8 Million in VC funding

Why were these campaigns successful?

Clear goals.

Creative... AND smart.

Integrated.

Time for a break…

Creating social strategy for a start up

7 business drivers of social media marketing• Enhance Branding and Awareness• Protection your reputation• Enhance public relations• Build community• Enhance customer service• Facilitate research and development• Drive sales and leads

Jason Falls

Know your bandwidth

You don’t have to do it all yourself

Know your audience

Know your platforms

Find a gap

Be Remarkable

Seth Godin

Integrate Integrate Integrate

Less is more.

Fail Fast

Measure

One last thing…

Build your social media presence

• Buy YourName.com• Learn how to build a basic website using something like Wordpress – blogs

are great, but just an online resume will do.• Claim your name on all social networks – knowem.com• Know your privacy settings (especially on Facebook)• Google yourself• Create a professional online persona

Questions

Contact Me

chris@odddogmedia.com

@cgoddard

Deck at:

Uw marketing class

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