Engaging Your Community

Avery Horzewski, instructor

moc.gnitlusnoceva|yreva#moc.gnitlusnoceva|yreva

Community Reading [http://bryantstreetcafe.wikidot.com/community-reading]

http://aveconsulting.com/blog/2011/11/07/netflix%E2%80%99s-communication-style-a-study-in-what-not-to-do/
http://aveconsulting.com/blog/2011/11/07/netflix-price-increases-a-social-media-case-study/

http://www.hawaiiweblog.com/2011/03/03/audi-social-media
http://www.cnbc.com/id/45293583/Heinz_Facebook_Gaffe_Where_s_My_Balsamic_Ketchup
http://www.huffingtonpost.com/2011/11/15/heinz-ketchup-facebook-glitch_n_1096051.html

Have a crises media plan. Netflix, Kenneth Cole oopsies.
Test the waters before making big changes.
Don't ignore the conversation, embrace it, strut your customer service

Audi
Class site: Point of that contest http://www.aveconsulting.com/sfsu.html

Metrics not clearly defined, made it easy for cheaters

Tap the pulse of your customers

Social Media Marketing Plan should be dealt with as rigorously as any marketing plan. Focus group. State small. And figure out crisis management: "what if someone says this?"

Case study on Macdonald's "McStories" where PETA and others communicated about awful stuff MacDonald's was doing.

A is for Audience. Wonder what audiences Paula is trying to reach.

How so and so what?

Search for your topic and find out what's out there, what is being talked about it, etc. etc. Find discussion groups in your area. Search on facebook and google. (How about some of Paula's topics?)

Homework create a campaign

Template on class web site http://aveconsulting.com/sfsu.html

Find campaign template in zip in front class page

Blog is your core communication. Searchable. Constant resource to direct your social media contacts. Big piece of information on your blog and you write your long article. Then you connect with facebook, twitter, etc. Your blog will stay forever whereas facebook and twitter, those posts do not persist. So you point to your blog from your twitter, facebook, etc. facebook is short term; blog is long term.

vine videos are twitter-based. Blogs are long tail: first visibility high, then tapers off.
Blogs can be components of a book.
You can refer to other resources in your blog.

Blog can be you presenting yourself as an expert. So it can be an online resume. I could write about things I have done at work…projects. Write them up.

I should start a social media marketing intern blog. I think that would be fun!!!

Session homework details in slides Session 1: homework. April 19 campaign theme due. Company, etc.

Bring flash drive to class.

Final Homework feedback

  1. Theme/focus: pick one overarching theme/focus. The items you list can then become tactics or messages under the theme.
  2. The goal/objective should be singular; I'd stick with brand awareness on Paula's workshops or signing up 8 people for a workshop. And is 8 really a big enough goal for a 4 month campaign?
  3. Recommend a shorter time frame for the campaign. Maybe two months max for promoting one workshop, with the goal of getting 8 people (or more, if you decide it's doable).
  4. Messages: they're fine, but for a full blown campaign (not just for this class), you'll want to develop them more.
  5. Resources: list the costs of the FB ads
  6. Success metrics: Keep your success metrics singular in focus—either brand awareness (email sign ups and Twitter followers) or workshop participants. If the former, 25 twitter followers isn't much for a 2 or 4 month campaign. You don't want to be too aggressive but you want to pick something that isn't too easy either. You should be able to get 25 followers in less than a month doing nothing out of the ordinary beyond regular Twitter best practices. Also followers don't necessarily equate with brand awareness. Engagement stats like clicks, retweets, etc. do.
  7. Assessment tools: Google analytics won't help you measure Twitter followers or email sign-ups. Google analytics measures websites. For email signups, you need either a unique URL for this campaign only or a question you can ask in the email sign up process that asks how they heard about the email. Same for workshop sign up. On the registration page, ask them how they heard? A bit.ly will tell you clicks but not registrations and if it's used outside of this campaign, it's harder to tie to the campaign.
  8. Website: the metrics for class signups shouldn't be just for the website. The website is simply where they register. I recommend not having any specific to the website. You have no timing on posts, so I'm assuming this is just all the content you'll put up there at the start of your campaign.
  9. Facebook. Nice messages, but they're all the same. Vary it up. Maybe include some of the tips they'll learn, use the questions feature, and other such posts. You get much better interaction and interest if you vary how you communicate.
  10. Resources for each component: should be human, monetary, and things like the photos, if you need to obtain them. But it's not a place to put your tactics for handling the photos. Put those types of things under tactic or as a note in your editorial calendar as to what you plan to do.
  11. Email: noting how many emails you're going to send out isn't a success metric. It's a tactic. Put it in the tactic area of the campaign.
  12. YT or Vine: don't assign success metrics to this component. If your doing brand awareness as your goal/objective, then you could use views as a component of brand awareness. But if your goal is registrations, this is a competing success metric.
  13. Blog: same comment on success metrics as noted for YT.

Reading

SAP highjacking Oracle #OOW and #OOW12 hashtags

http://www.zdnet.com/sap-hijacks-oow-and-oow12-gets-tough-love-in-return-7000005333/ and
http://andvijaysays.wordpress.com/2012/10/05/social-media-in-marketing-is-it-too-much-to-ask-for-peaceful-co-existance/ and
http://aragonresearch.com/vendor-wars-customer-events-and-twitter/
And found about McDonalds: http://www.mediabistro.com/alltwitter/hijacked-hashtag-infographic_b19969 and article from Forbes on Oracle and SAP: http://www.forbes.com/sites/markfidelman/2012/03/14/saps-new-social-cmo-plans-to-crush-oracle-heres-how-hes-doing-it/2/

My comments
  • SAP is embracing social media
  • I worked for Oracle until June 2012. I was not in marketing or in a management role. But I could still see that Oracle is very hierarchical and did not appear to embrace social media in the same way. I used to know some of the marketing people who worked at Oracle. I wonder what they thought.

Other reading

17 Twitter Marketing Tips from the Pros, Social Media Examiner

http://www.socialmediaexaminer.com/17-twitter-marketing-tips-from-the-pros/
http://advertising.twitter.com/2013/04/The-new-business-twitter-com-Learn-to-tweet-your-way-to-success.html
http://www.salesforcemarketingcloud.com/blog/
arketingcloud.com/resources/ebooks/strategies-for-effective-tweeting-a-statistical-review/
http://smartblogs.com/social-media/2013/02/08/how-to-leverage-twitters-vine-app-for-b2b-content-marketing/
http://newsroom.fb.com/News/584/Improvements-to-Timeline
Social Media Tips: http://www.jeffbullas.com/ (using photos on facebook)
17 Twitter Marketing Tips from the Pros, Social Media Examiner
The New Business.Twitter.Com: Learn to Tweet Your Way to #Success, Advertising Blog
Strategies for Effective Tweeting: A Statistical Review, Tami Dalley, Salesforce Marketing Cloud
How to Leverage Twitter's Vine App for B2B Content Marketing, Smart Blog on Social Media
Facebook Timeline for Business Pages—21 Key Points to Know, Mari Smith
Eleven Ways Facebook Page Timelines Change Your Content Strategy, Social Media Today
Strategies for Effective Facebook Posts: A Timeline Analysis, Andrew Gothelf, Salesforce Marketing Cloud
Improvements to Timeline, Facebook Newsroom
Facebook Now Testing “Ranked Comments” on Business Pages, HubSpot
Facebook's Redesign Explained, WiX Blog
LinkedIn’s New Features – A Lot Like Facebook & Twitter with More Opportunities for Marketers, SocialMediaToday.com
New LinkedIn Company Pages, LinkedIn Blog
Start a Conversation by Mentioning Your Connections on LinkedIn, LinkedIn Blog
5 Creative Ways to Use LinkedIn Company Pages, Social Media Examiner
Welcome to Your New YouTube Channel, YouTube Official Blog
How to Integrate Video Into Your Social Media Marketing, Michael Stelzner, Social Media Examiner
9 Killer Tips for Location-Based Marketing, Shane Snow, Mashable
26 Tips for Using Pinterest for Business, Debbie Hemley, SocialMedia Examiner
Google Plus Gets a Makeover, Nick Bilton, New York Times Bits
New Tools for Businesses in the Pinterest Community, Pinterest Blog
Why the IBM Watson Jeopardy Challenge Is the Greatest B2B Campaign Ever, Paul Gillin, Social Media B2B
Oreo to Fans: Cookie or Crème?, ClickZ
3 B2B Social Media Case Studies and Why They Work, Arik, Hanson, Communications Conversations (Focus on Kinaxis)
Old Spice Body Wash Sales Down Despite Recent Online Video Marketing Blitz, Jeremy Scott, Reel SEO
5 Game-Changing Social Media Marketing Campaigns, Jennifer Van Grove, Mashable
How Social Media Helped Cisco Shave $100,000+ Off a Product Launch, Casey Hibbard, Social Media Examiner
A Fascinating B2B Social Media Success Story, Grow
Audi’s Social Media Fail, Ryan Kawailani Ozawa, Hawaii Blog,
Netflix’s Communication Style: A Study in What NOT to Do, AVE Consulting Blog
Netflix Price Increases: A Social media Case Study, AVE Consulting Blog
Ketchup Moves Upmarket, with a Balsamic Tinge, New York Times

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