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ADPR4300 - Session 3 - Spring 2012

Dennis Jenders
Dennis Jenders

This document discusses emerging social media platforms and their use in marketing. It provides an overview of setting up blogs on WordPress and the key components of blog posts. The document also outlines an assignment for students to create blogs and engage on social media platforms. Class discussion topics include measuring social media effectiveness and understanding basic principles. Students are given an assignment to engage on Twitter and set up blogs by certain deadlines.

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EMERGING AND SOCIAL MEDIA IN THE MARKETPLACE MARQUETTE UNIVERSITY / SPRING 2012 / #ADPR4300
LOOKING BACK FINDING THE RIGHT PLATFORMS AGENDA / / SETTING UP WORDPRESS CLASS DISCUSSION ASSIGNMENT QUESTIONS 2
LOOKING BACK AT CONTENT STRATEGY MAKING THE COMPLICATED MORE SIMPLE 3
CONTENT STRATEGY K Hub , g P J s O 4
CONTENT STRATEGY The FOUR Pillars (Cs) of Content Marketing Context Environment, tone, voice, and stories. Channel Variety of channels, formats, and devices. Connections Share, drive to a destination, social bonds, and in-bound links. Commerce Consumer decision journey, from research to post-purchase. 5
FINDING THE RIGHT PLATFORMS DETERMINING THE BEST PLATFORMS FOR YOUR CLIENTS 6
SOCIAL MEDIA IS NOT A CAMPAIGN 7
SOCIAL MEDIA IS A BIT LIKE KINDERGARTEN 8
SOCIAL MEDIA IS ALSO LIKE A COCKTAIL PARTY 9
SOCIAL MEDIA STRATEGY MONITOR EVALUATE ENGAGE EXPAND 10
PLATFORMS MEDIA LOCAL WEB SITES / MOBILE E-MAIL SOCIAL 11
PLATFORMS 160 million Americans on Facebook and more than 88% of B2B consumers use the platform 53% of consumers report that they will purchase a brands product or services after following them on Facebook Six billion photos are uploaded to Facebook each month More than 20% of online buyers found Facebook pages influential or extremely influential, when making purchase decisions 12
PLATFORMS 30 million Americans are on Twitter and more than 86% of B2B consumers use the platform Twitter provides a unique platform to connect immediately to key influencers and contribute to existing conversations 59% of consumers will recommend a company or product after following them on Twitter Twitter is a real-time search engine, power 19 billion searches a month, more than Yahoo and Bing combined 13
PLATFORMS A blog platform provides an easily updated platform for branded content Frequently updated content results in favorable links in the major search engines and gives consumers a reason to return Google favors sites built on speed and assigns authority based on the author which will benefit brands in SERPs Developing branded content within the blog will drive increased traffic from organic search results 14
PLATFORMS Nearly 150 million Americans visit YouTube each month, spending more than 300 minutes on the site YouTube provides a reliable solution to host video and acts as a content delivery network More than 35 hours of content is uploaded every minute to YouTube, making it the premier site to share your videos Google provides YouTube videos within search results and drives more than 25% of the sites traffic and viewership 15
PLATFORMS The most popular camera uploading photos to Flickr is the Apple iPhone 4 More than five billion photos have been uploaded to Flickr Flickr is a great repository for hosting images, will increase organic search rankings and an even more complete solution compared to Facebook galleries 16
TECHNOLOGY ADOPTION LIFECYCLE 17
SETTING UP A BLOG ON WORDPRESS.COM QUESTIONS + ANSWERS 18
BLOG ASSIGNMENT January 25, 2012 Creating a Blog Setup a blog on Wordpress.com. Create an About Me page. Add an RSS feed for your blog. Add your Twitter stream to your blog. Add a blogroll of your class mates blogs. Become Comfortable with the Blog Interface Review the videos in the blog assignment. Start a test post. Anatomy of a blog. 19
BLOG ASSIGNMENT January 25, 2012 Title of your Blog Post Use, and research, the most important keywords about your topic. Dont repeat words, unless you absolutely have to, Keep the title under 60 characters. The most important keywords and phrases should be at the beginning of your title. Be descriptive, will this encourage someone to click on a link? 20
BLOG ASSIGNMENT January 25, 2012 Opening Paragraph Be clear, concise and to the point. Include most important keywords and phrases from your title, and about your topic. Continue to use important keywords and phrases throughout the post. Closing Paragraph Include most important keywords and phrases from your title, and about your topic. Ask a question and encourage your readers to follow-up with comments, advice, their experiences or to find you in other channels. 21
CLASS DISCUSSION CONTENT, PLATFORMS, DISCUSS TOPICS OF THE DAY 22
CLASS DISCUSSION Two Ways to Measure Social Media No set metrics or best practices. Goals differ across brands. Understand Basic Principles Benchmark. Define objectives. Metrics across all stages. Strategies + tactics that match objective. Combine + Create One Framework One example would be CPM. What other effective measures? 23
CLASS DISCUSSION 24
CLASS DISCUSSION 25
ASSIGNMENT JANUARY 25, 2012 26
ASSIGNMENT January 25, 2012 Twitter Still dont have everyones handle. Follow @DJenders, @Breaking_Social, speakers, #ADPR4300 https://twitter.com/djenders/lists Augie Ray Send questions by EOD Thursday. Blog Extended until EOD Sunday. Networks Sign-up for Klout, easiest to login via Twitter. Readings Check D2L for appropriate links. 27
QUESTIONS 28

More Related Content

ADPR4300 - Session 3 - Spring 2012

  • 1. EMERGING AND SOCIAL MEDIA IN THE MARKETPLACE MARQUETTE UNIVERSITY / SPRING 2012 / #ADPR4300
  • 2. LOOKING BACK FINDING THE RIGHT PLATFORMS AGENDA / / SETTING UP WORDPRESS CLASS DISCUSSION ASSIGNMENT QUESTIONS 2
  • 3. LOOKING BACK AT CONTENT STRATEGY MAKING THE COMPLICATED MORE SIMPLE 3
  • 4. CONTENT STRATEGY K Hub , g P J s O 4
  • 5. CONTENT STRATEGY The FOUR Pillars (Cs) of Content Marketing Context Environment, tone, voice, and stories. Channel Variety of channels, formats, and devices. Connections Share, drive to a destination, social bonds, and in-bound links. Commerce Consumer decision journey, from research to post-purchase. 5
  • 6. FINDING THE RIGHT PLATFORMS DETERMINING THE BEST PLATFORMS FOR YOUR CLIENTS 6
  • 7. SOCIAL MEDIA IS NOT A CAMPAIGN 7
  • 8. SOCIAL MEDIA IS A BIT LIKE KINDERGARTEN 8
  • 9. SOCIAL MEDIA IS ALSO LIKE A COCKTAIL PARTY 9
  • 10. SOCIAL MEDIA STRATEGY MONITOR EVALUATE ENGAGE EXPAND 10
  • 11. PLATFORMS MEDIA LOCAL WEB SITES / MOBILE E-MAIL SOCIAL 11
  • 12. PLATFORMS 160 million Americans on Facebook and more than 88% of B2B consumers use the platform 53% of consumers report that they will purchase a brands product or services after following them on Facebook Six billion photos are uploaded to Facebook each month More than 20% of online buyers found Facebook pages influential or extremely influential, when making purchase decisions 12
  • 13. PLATFORMS 30 million Americans are on Twitter and more than 86% of B2B consumers use the platform Twitter provides a unique platform to connect immediately to key influencers and contribute to existing conversations 59% of consumers will recommend a company or product after following them on Twitter Twitter is a real-time search engine, power 19 billion searches a month, more than Yahoo and Bing combined 13
  • 14. PLATFORMS A blog platform provides an easily updated platform for branded content Frequently updated content results in favorable links in the major search engines and gives consumers a reason to return Google favors sites built on speed and assigns authority based on the author which will benefit brands in SERPs Developing branded content within the blog will drive increased traffic from organic search results 14
  • 15. PLATFORMS Nearly 150 million Americans visit YouTube each month, spending more than 300 minutes on the site YouTube provides a reliable solution to host video and acts as a content delivery network More than 35 hours of content is uploaded every minute to YouTube, making it the premier site to share your videos Google provides YouTube videos within search results and drives more than 25% of the sites traffic and viewership 15
  • 16. PLATFORMS The most popular camera uploading photos to Flickr is the Apple iPhone 4 More than five billion photos have been uploaded to Flickr Flickr is a great repository for hosting images, will increase organic search rankings and an even more complete solution compared to Facebook galleries 16
  • 18. SETTING UP A BLOG ON WORDPRESS.COM QUESTIONS + ANSWERS 18
  • 19. BLOG ASSIGNMENT January 25, 2012 Creating a Blog Setup a blog on Wordpress.com. Create an About Me page. Add an RSS feed for your blog. Add your Twitter stream to your blog. Add a blogroll of your class mates blogs. Become Comfortable with the Blog Interface Review the videos in the blog assignment. Start a test post. Anatomy of a blog. 19
  • 20. BLOG ASSIGNMENT January 25, 2012 Title of your Blog Post Use, and research, the most important keywords about your topic. Dont repeat words, unless you absolutely have to, Keep the title under 60 characters. The most important keywords and phrases should be at the beginning of your title. Be descriptive, will this encourage someone to click on a link? 20
  • 21. BLOG ASSIGNMENT January 25, 2012 Opening Paragraph Be clear, concise and to the point. Include most important keywords and phrases from your title, and about your topic. Continue to use important keywords and phrases throughout the post. Closing Paragraph Include most important keywords and phrases from your title, and about your topic. Ask a question and encourage your readers to follow-up with comments, advice, their experiences or to find you in other channels. 21
  • 22. CLASS DISCUSSION CONTENT, PLATFORMS, DISCUSS TOPICS OF THE DAY 22
  • 23. CLASS DISCUSSION Two Ways to Measure Social Media No set metrics or best practices. Goals differ across brands. Understand Basic Principles Benchmark. Define objectives. Metrics across all stages. Strategies + tactics that match objective. Combine + Create One Framework One example would be CPM. What other effective measures? 23
  • 27. ASSIGNMENT January 25, 2012 Twitter Still dont have everyones handle. Follow @DJenders, @Breaking_Social, speakers, #ADPR4300 https://twitter.com/djenders/lists Augie Ray Send questions by EOD Thursday. Blog Extended until EOD Sunday. Networks Sign-up for Klout, easiest to login via Twitter. Readings Check D2L for appropriate links. 27
  • 28. QUESTIONS 28