What “they” said:

 “The iPod will never take off.” Sir Alan Sugar, Entrepreneur $1.2
billion net worth, Amstrad Electronics.

 “Nobody would need a computer in their home.” In 1977, Ken

Olsen, the founder and CEO of Digital Equipment Corporation.

 "Groups are out. Four-piece groups with guitars particularly are

finished." Dick Rowe, Decca Recording Company executive, 1962
(turning down The Beatles).

 In 1883 Lord Kelvin said that X-rays would turn out to be a hoax.

 In 1878 the chief engineer at the Post Office said we had no need
for the telephone in Britain, as we still had plenty of messenger
boys.
 Social Media Marketing 101
 Defining Social Media Marketing (SMM).

 SMM versus traditional media.

 SMM examples

 Selecting SMM channels

What is Social Media Marketing?
 SMM is primarily an internet/mobile-based set of tools.

 Interactions depend on the varied perspectives and

"building" of shared meaning among communities.

 SMM is user-generated content (UGC).

 An evolving PR channel.

 Opportunity to develop a relationship with constituents.

 Why is SMM Important for SMG?
 Think of it as an interactive Website.

 Greater Exposure – Facebook 3rd busiest search engine after

Google and Yahoo. YouTube 5th busiest.

 Feedback tool for our customers and partners.

 Opportunity to be on the forefront of Internet 2.0 marketing

and customer interactions.

 No other media has the potential/cost effectiveness of SMM.

 “Like a lot of Web innovators, the Obama campaign did not invent anything
completely new. Instead, by bolting together social networking applications
under the banner of a movement, they created an unforeseen force to raise
money, organize locally…get out the vote that helped them topple the Clinton
machine and then John McCain.” New York Times
Social Media Marketing: Similar but Different
 There are distinct calls to action in SMM.

 Message is adaptable.

 SMM is dynamic
• Two-way communication
• SMM is brand/relationship based

 Content not just copy is the key.

 Measuring Success

 Ways to measure:

• Positive comments on SMM sites

• Increased traffic

• Time/value equation

• Overall organizational growth

 Selecting Social Media Channels

• What are your organizational/marketing goals?

• How well do related messages align with social media?

• How complex are the messages?

• Who is your target audience and what is the call to action?

• How time sensitive are the messages or promotions?

• What resources do you have to devote to the process?

 Website
 A website is a collection of
related web pages, images,
videos or other digital assets that
are accessible via the Internet.

 The pages of a website can

usually be accessed from a
common root URL called the
homepage. The URLs of the
pages organize them into a
hierarchy, although the
hyperlinks between them control
how the reader perceives the
overall structure and how the
traffic flows between the different
parts of the site.

 Demographics: Broad Reach.

 Blog
 A blog (a contraction of the term
weblog) is a website, maintained with
regular entries of commentary,
descriptions of events, or other
material.

 A typical blog combines text, images,

and links to other websites. The ability
for readers to leave comments in an
interactive format is an important part
of many blogs.

 Demographics: Broad Reach,

112,000,000 blogs as of July 2009,
1,600,000 updates daily.
 Facebook
 Facebook, is a free-access
social networking website
where users interact with
other people or organizations.

 Started in 2004 there are

124,0000,0000 users. With
250,000 joining daily.

 Demographics: Primary users

aged 25-35. 35+ users are
the fastest growing
population. 55% Female.
 Twitter
 Twitter is a social networking
and micro-blogging service.

 Updates are displayed on the

user's profile page and
delivered to other users who
have signed up to receive
them (known as followers or
“Tweeps”).

 Started in 2006. 2,0000,0000

users with 3,500 new users
joining daily.

 Demographics: Highly
connected Internet users, 63%
are male.
 Podcasts
 A podcast is a special type of
RSS feed. It is a series of visual
or sound files which are
distributed over the computer
by syndicated download,
through Web feeds, to portable
media players and personal
computers.

 A podcast can be distinguished

from most other digital media
formats by its ability to be
syndicated, subscribed to, and
downloaded automatically when
new content is added.

 Demographics: Users are

typically, male, educated, and
aged 35-44.
 YouTube
 YouTube is a video sharing website
where users can upload, view, and
share video clips. It displays a wide
variety of user-generated video
content.

 Most of the content on YouTube has

been uploaded by individuals,
although media corporations offer
some of their material via the site.

 Demographics: Broad Reach though

majority of users are reported to be
18-35 years old.

 >17yrs: 70% use as primary search

engine.
 Important Factors & Characteristics
 Control of message and formality of voice.
 Initial setup costs.
 Ability to market your presence.
 Ongoing resource commitment required for success.
 Effective message format and content.
 Potential pitfalls (e.g. dormancy).
 The ability to integrate w/ traditional and other SMM efforts.
 Importance of segmenting audience.
 Next Steps
 Meet with the full Internet Committee
• Determine goals – define success

• Determine most appropriate SMM vehicles – Facebook, twitter etc.

• Define messages - aka “calls to action”, format and content

• Define “rules of engagement”

 What is appropriate to use?
 From whom do we “harvest” content?
 From where do we “hunt” for content?
 How often should we update content?

• Define resources required for project

 Present Project Plan to Board

 Discussion

Apple I Computer - 1977

Suggested SMM Vehicles