NFL Playbook Workshop...Title: Microsoft PowerPoint - NFL Social Media v3 [Compatibility Mode]...

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Social Media 101

NFL Playbook Workshop

M. Kim Saxton, Ph.D.December 7, 2011

Social Media 101

• Defining Social Media & Why it’s Important

• Developing a Persona

• Blogging

• Social Networks

• The Future

NFL Playbook Workshop - Social Media Marketing

Copyright 2011 M. Kim Saxton, Kelley School of Business

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What is Social Media?

• Any Web 2.0 feature that allows customers to interact with you

• The purpose of social media is to engage:

– A 2-way conversation

– Share not Tell marketing

– Have to give them a way to share too

Source: BtoB Business Intelligence Center, “Emerging Trends in Social Media Marketing”



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The Social Media Data Stacks

5

Most US Adults are active on Social Networks & they are worth more

Source: Pew Internet & American Life Project

8%

16%

29%

46%

61%65%

2%

9%13%

27%

38%

43%

2005 2006 2007 2008 2009 2010 2011

Ever Yesterday

Social Network Site Use Growth% of online adults, 2005-2011

61% Email59% Search

Engines


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140,336

50,055

23,617 22,417 19,250 17,786 11,870 8,578 8,397 7,601

Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six ApartTypepad

Yahoo Pulse Wikia

And, Facebook has become a must

Top Network & Blog SitesAverage monthly unique visitors (000), Q3 2011

Source: The Nielsen Company

These are blogs



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7

Because people do prefer to connect to Brands on FacebookPreferred Social Network for Brand Connection% of social network users, May 2011

6%

3%

5%

6%

Source: Edison Research and Arbitron

Facebook 80%

Twitter

LinkedIn

Other

Twitter

Don’t KNow


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People Expect Something for “Like”Consumer Expectations for Brand Liking% of Facebook users, September 2011

58%

58%

47%

39%

38%

37%

37%

36%

28%

27%

24%

Expect access to exclusivecontent, events or sales

Expect discounts orpromotions through Facebook

Expect to receive updatesabout the co. to the newsfeed

Expect the company to postupdates, photos or videos to newsfeed

Expect to share with friends,family and/or coworkers

Expect the name of co.to show up on my profile

Do not expectanything to happen

Expect the co. to send more relevantcontent based on my public profile

Expect to interact with pageowner (e.g., brand, person)

Expect the co. to access datain my public profile

Expect the co. to contact methrough other channels

Source: ExactTarget



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Hard News – what works best is also hardest to do

STEP 1: DEVELOP A PERSONA



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Who is your target audience?

What do they need?

What questions do they have?

What is their demographic

makeup?

High School Juniors/SeniorsConcerns:-What is life like on campus?-What do I want to study?-Will I fit in on campus?

Forums:-Social Networks-Search

Demographic:-Upper/Middle class-Located in Midwest



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Source: http://www.contentmarketinginstitute.com/2011/04/4-questions-answered-about-buyer-personas/

B2B Audience Template



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Do Research on your Audience

• Monittor

• SocialMention

• Google Alerts

• Alltops

Now, plan your Strategy

1. What’s Your Pitch? Shoot for 120 characters

2. What’s the Point? What type of program is this? Awareness, Sales, or Loyalty?

3. What’s Your Relationship with Your Audience? Nothing to Your Advocate

4. What’s Your One Thing? You = X

5. How Will You Be Human?

6. How Will You Measure Success? First-time visitors, Repeat Visitors, Comments, Shares

December 8, 2011



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STEP 2: START YOUR COMPANY BLOG

Why Blog?

• It’s a permanent repository for your social network content

• You can have a wide variety of content

• Your customers want to see what you think

• It’s one of the most effective ways to engage

• It helps in organic search

• And, it helps in organic search



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How to Start a Blog

• Set up a network to redirect to your domain

• Freeware:

– Wordpress.com

– Blogger.com

• Paid, hosted networks:

– Compendium

– Hubspot

– SquareSpace

– Typepad

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The Purposes for your Blog

• Create Awareness for your brand

• Help Visitors see your brand as human and establish your Thought Leadership

• Purchase Behavior



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Here’s the Key to Success:

Set a Schedule & Stick to it

STEP 3: ADD SOCIAL NETWORKS



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Set up Your Profile

• Start with the basics on the main four:

– Facebook.com

– Twitter.com

– LinkedIn.com (esp. important for B2B)

– Google+

• Set up a Social Network Management account:

– HootSuite.com

– Buffer. Com

– MarketMeSuite.com

Start Promoting your Blog Posts & then think about Optimizing• You’ve already written the blog posts. Write

enticing lead-ins to them

• Find Influencers in your market

– Follow them

– Then, engage them

• Optimize Facebook First

• Then, optimize LinkedIn



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Set up a One-Stop-Shop Information Site

Share a Common Experience



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Create a Great Contest

Tie in to a Great Cause



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And, optimize LinkedIn

• Company Page

• Executive Profile Pages

• Join or Create a Group

• Leverage Group Discussions in other places like newsletters and blog posts

• Add Polls

• Add Presentations



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Some Great Resources:

• Kissmetrics.com

• ConvinceandConvert.com

• JeffBullas.com

• MarketingTechBlog.com

• AppSumo.com

• SlingshotSEO.com

• ExactTarget.com

• Hubspot.com

• Compendium.com

Future Trends in Social Media

• Mobile

• Search includes social indicators

• Location-based

• Social Commerce

• Gaming

• Global Magazine Super Blogs

• Global Micro Niche Businesses

Source: http://www.jeffbullas.com/2011/11/22/7-top-trends-in-social-media/



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A couple of parting words:



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NFL Playbook Workshop...Title: Microsoft PowerPoint - NFL Social Media v3 [Compatibility Mode]...

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