reynolds [re im kompatibility]permission-based marketing 80/20 rule 80% of posts should be...
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New Student OrientationAlfred State SUNY College of Technology
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New Student Orientation
Is Social Media
A Moving Target?
Steven Reynolds, MBA
Associate Professor
State University of New York, Alfred
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New Student Orientation
Is Social Media a Moving Target?
Marketing
Promotion
Public RelationsPublic Relations
Sales Promotion
Advertising
Personal Selling
Social Media
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New Student Orientation
Is Social Media a Moving Target?
The key word in promotion today is:
Engagement!!!
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New Student Orientation
Is Social Media a Moving Target?
Social Media allows people to share
information, which can again be shared by information, which can again be shared by
the receiver.
A Marketer’s Dream!!!
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New Student Orientation
Is Social Media a Moving Target?
Social Media Strategy
Relationship developmentFinding new customersFinding new customers
Market research
Introducing new products
Selling
Recruiting
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New Student Orientation
Is Social Media a Moving Target?
Permission-based marketing
80/20 Rule
80% of posts should be
informative or entertaining.
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New Student Orientation
Is Social Media a Moving Target?
Social Media Policies and Procedures
Choose voices of the company wisely.
Young employees have SM “knowledge”
24/7/365
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New Student Orientation
Is Social Media a Moving Target?
Guiding principles for employees:
Listen before you talk
Think before you speakThink before you speak
Say who you are
Respond to ideas not people
Know your facts
Stay on record
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New Student Orientation
Is Social Media a Moving Target?
Social Media Promotion
Social media is an excellent, cost effective
way of promoting your business.
Networking is critical!!!
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New Student Orientation
Is Social Media a Moving Target?
Building a large network is not easy.
Must have a strategy for posting.Must have a strategy for posting.
Give value… 80/20 rule!
Sharing is key.
Creativity is essential!
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New Student Orientation
Is Social Media a Moving Target?
Know your social networks
Spectators just watchSpectators just watch
Joiners engage in low barrier formats
Creators post photos and videos
Drive traffic to SM via traditional media
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New Student Orientation
Is Social Media a Moving Target?
Social Media and Public Relations
Public Relations – building good relations
with the company’s various publics.
Social media has caused
dramatic changes in PR.
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New Student Orientation
Is Social Media a Moving Target?
Public relations disciplines:
Gain publicity for a brand
Respond to a crisisRespond to a crisis
Communicate financial results
Internal communications
Influence government policy
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New Student Orientation
Is Social Media a Moving Target?
Monitor social media conversations.
The Golden 24 Hours � The Golden Hour
Pull Strategy
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New Student Orientation
Is Social Media a Moving Target?
Customer Relationship Management
Goals for Social CRM:
Improve customer support
Streamline customer research
Innovative e-commerce programs
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New Student Orientation
Is Social Media a Moving Target?
Give your customers what they
value and more!
Think like a customer.
Build brand loyalty.
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New Student Orientation
Is Social Media a Moving Target?
Over 50% of posts to companies
are being ignored!are being ignored!
Responding to all posts can create a
competitive advantage!
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New Student Orientation
Is Social Media a Moving Target?
Creating Online Social Brands
A brand is the promise a company makes
to consumers.
Use social media to communicate your
brand strategy… your promise.
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New Student Orientation
Is Social Media a Moving Target?
Locate your target audience
Create an online home
Social media profile matches brand image
Key words and phrases
Daily plan
Creativity!!!
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New Student Orientation
Is Social Media a Moving Target?
Give more than you receive.
Build your authority.
Develop an emotional connection!
Prepare for criticism.
Create an online community.
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New Student Orientation
Is Social Media a Moving Target?
Social Media and Viral Markeing
Outstanding content!!!
Excellent social media skills.
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New Student Orientation
Is Social Media a Moving Target?
Build a story with “Wings to Fly”!
Emotionally charged!
Hunger to be cool, popular,
loved, rich, etc.
Encourage viewers to give you information.
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New Student Orientation
Is Social Media a Moving Target?
Social Media Analytics, Metrics
and Measurements
Return On Investment
Investment – time, manpower, technology
Financial gain – revenue, sales
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New Student Orientation
Is Social Media a Moving Target?
Choosing Social Media Platforms
http://en.wikipedia.org/wiki/List_of_social_n
etworking_websites
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New Student Orientation
Is Social Media a Moving Target?
Writing for Social Media
Don’t post too often
or
Not often enough.
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New Student Orientation
Is Social Media a Moving Target?
Every post must have value and stimulate
your followers to take an action. your followers to take an action.
80/20 Rule
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New Student Orientation
Is Social Media a Moving Target?
Keywords
Killer headline
Great opening
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New Student Orientation
Is Social Media a Moving Target?
Power of emotion
Easily skimmed
Eliminate fluffEliminate fluff
Conversational tone
Eliminate nistakes!!!
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New Student Orientation
Is Social Media a Moving Target?
Social Media Ethics
Ethics – The moral principles and values Ethics – The moral principles and values
that govern the behavior of people with
regard to right and wrong.
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New Student Orientation
Is Social Media a Moving Target?
Social Media Risks
Reputation Risks
Legal Risks
Security Risks
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New Student Orientation
Is Social Media a Moving Target?
Conclusion
Yes, social media is evolutionary.
Yes, networks and technology will change.
But the principles discussed here will
endure into the future of social media!!!
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New Student Orientation