teaching social business: my faculty shoptalk

Social Media,Social Business

Sheree Martin, J.D., LL.M., Ph.D.

Faculty ShoptalkNovember 19, 2013Samford University

Questions I’ll Address:● What is content marketing?● What is social business and, more

importantly, why does it matter?● How has the social web changed the rules for

marketing and promotion?● Why are these topics worthy of classroom

time, scholarship and creative projects?

My Background:Business-Focused Strategic Communication

Business lawyer (11 years, total)Nearly half of doctoral course work in Culverhouse C&BA courses (management and statistics)Entrepreneurial mindsetNew ideas, "Third Way"

FoundationPaid MediaOwned MediaEarned Media

Content Marketing/Inbound Marketing

● Create informative, useful, entertaining free content to help current and prospective customers.

● Answer questions about products, services or industry.● Build awareness and trust.● Shows how the product/service solves a problem.● Tell stories.● Publish on website.● Share through social channels.

http://contentmarketinginstitute.com/2012/02/history-content-marketing-storytelling/

Content marketing has a long history.Joe Pulizzi, founder the Content Marketing Institute, starts with The Furrow magazine, created and published by John Deere to educate farmers about new farming technology and the business side of farming.

Content, Not "News"

My Tech History

Image Credits:Cassette Recorder: http://2or3lines.blogspot.com/2012/11/beatles-you-never-give-me-your-money.htmlVSH Camera: http://www.mrmartinweb.com/video.html Macintosh: http://brianzeve.wordpress.com/2011/10/09/thirty-five-years-of-technology-transformation-thank-you-mr-jobs/Word for Windows: http://www.crystalxp.net/news/en739-evolution-microsoft-word-logo-interface-home-page.htm

My Internet History: Early Social

Image Sources : http://stopmebeforeiblogagain.com/a-brief-history-of-social-networks/http://www.stockmarketlogos.com/telecom-services/earthlink-logo-stock-symbol/

My Internet History: 1999-2003

My Internet History: 1999-2003

Dot Com BubbleFreelance Vulcan PublicationsInternet PortalsMy First Content Marketing Experience● 3-5 articles per month

for print + online content publishing

Big Brands Are Moving Their Money

USA Today, Dec. 12, 2010http://usatoday30.usatoday.com/money/advertising/2010-12-11-pg-advertising_N.htm

B2B Content Marketing 2014Benchmarks, Budgets & Trends--North AmericaContent Marketing Institute & MarketingProfs

B2B Content Marketing 2014Benchmarks, Budgets & Trends--North AmericaContent Marketing Institute & MarketingProfs

B2C Content Marketing 2014Benchmarks, Budgets & Trends--North AmericaContent Marketing Institute & MarketingProfs

B2C Content Marketing 2014Benchmarks, Budgets & Trends--North AmericaContent Marketing Institute & MarketingProfs

New Marketing Strategy Revealed in 2012

Three Core Underlying Goals

Creative, out-of-the-box thinking

Throw away rules

Relationships, not broadcasting

Topic AreasWebsite Management (WordPress)Marketing Sales FunnelSocial ChannelsSEODigital Analytics● Google (Universal)Analytics, Facebook, TwitterBrand Best PracticesP-O-S-T Planning: People, Objectives, Strategies & Tactics

http://davidrogers.biz/blog/rethinking-the-marketing-funnel-in-a-world-of-social-media/

Explore. [En]Vision. Plan. Do. Analyze.

Required Reading:

"Markets are Conversations"

95 Theses

First Class Session

Storytelling

Helpful Information

Website

Podcast Project (10%): Why?

January/February 2012 Survey

Podcasting: Why Part 2:

January/February 2012 Survey

Podcasting: Why Part 3USA Today Feature: August 15, 2013

http://www.usatoday.com/story/tech/columnist/talkingtech/2013/08/15/podcast-explosion/2647963/

http://socialmediaclasspodcast.com

"Nuggets" & Participation (10%)

Students are expected to become active, self-directed learners and monitor various online blogs and thought-leaders.

Share "nuggets of wisdom" with the class orally and via the class blog.

Online Treasure Hunts

Mini-Reports (10%)Brand Case StudiesNiche Social NetworksTools & ResourcesMetrics & Analytics

Mini-Campaigns● Added Fall 2012● 2-3 weeks● Students discover the challenges of gaining friends,

fans, likes, shares, RTS on Twitter, Facebook, Instagram, Pinterest

● Opportunity to quickly get into Facebook Insights and Twitter analytics

Comprehensive Strategic Plan (40%)

● P-O-S-T Approach○ People○ Objectives○ Strategies○ Technologies + Tactics

● Key Performance Indicators● Content Ideas● Sample Content● Editorial Calendar

Content Curation

Sundrieshttp://socialmediapractices.wordpress.com

Guest Speakers● Rene Willet of The Weather Channel● David Griner, Luckie & Co.● Hafez Adel, ReTargeter● Wade Kwon, Birmingham Blogging Academy

Media of ReligionTwitter researchPeer-reviewed conference paperThe Megachurch Tweets