Social Media Marketing on

MKTG6226Rebekah McNeilMarch 14, 2011

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SMM

•Most common photo site of blogs

• Photos do not necessarily generate a conversation on their own

• Direct promotion is against Flickr policy makes “burying” promotion the task

SMM

• MAIN STRENGTH: Search Engine Optimization

• TACTICS for SMM Marketing:o Make company website Flickr nameo Send to Flickr from website regularlyo Have clear info for company in the Flickr

profile, slideshow info, and in captions o Categorize photo streams in a way that

flows and gives more company/product info

o Create a group, organized around something that will generate interaction

• 3 main ways of using YouTube for marketing

1. Advertising - In-view ads, side panel ads based on search, ads based on category, Featured Area

2. Self promotion – Musicians, “Gurus”

3. Brand Promotion

MKTG6226

MAIN STRENGTH: Segmentation Targeting and Shareability

• Can entertain, teach, inform, motivate

• Because it often provides message along with video, it naturally starts conversations

• Channel make following a user easier, cross referencing videos and creating discourse

• Gives a brand multi-dimensionality

• Videos come up and follow same trending as Google-searching

MKTG6226

http://www.youtube.com/watch?v=hLiSg91jN3g

A look at a case….

• 1150 graduate students

• Total MBA tuition: $48-60K

• Economist ranks 7th in North America and 10th in the World; 1st in Canada in by Financial Times and Forbes

• 78,000 graduate students (412K undergrad)

• Total MBA tuition (online): ~$25-30K

• Makes no rankings lists