uw marketing class

Digital Marketing Strategy

© 2012 Odd Dog Media174 Roy St, Suite C, Seattle 98103

Social Media Marketing

MKTG: 455 – Entrepreneurial Marketing



My Background• From New Zealand... hence the funny accent

• Finished degree at UW Business School in 2008

• 2009 worked at SEO and Social Media manager for online marketing company in New Zealand

• Lead Strategist and Partner at Odd Dog Media since 2010



What is Social Media?



More than just a list of websites



Democratization of mass communication



Pre social media



One-to-many communication now accessible to the masses



Example



Ok that’s awesome, but…



How do businesses approach social media?



The media generally sucks at understanding new technology



The media loves sensationalism



“Elections will be all about social media now!”



3 months later…



There’s a lot of confusion



1.06 billions monthly active users on Facebook

250 million photos uploaded to Facebook

everyday175 million tweets sent

from Twitter every day in 2012



Numbers don’t tell the whole story



“Find me someone who understands this

social media crap”



Enter: The “Social Media Marketing Expert”



It’s all about “engagement”



“Be part of the conversation”



“You can’t sell on social media”



Experts spend more time doing than talking…

And they rarely call themselves an expert



Social media marketing is still marketing



Marketing is about selling more stuff, to more people, for more money.



If it’s not ultimately driving revenue, it’s a waste of time.



Social media isn’t revolution…

It’s evolution



7 business drivers of social media marketing• Enhance Branding and Awareness• Protection your reputation• Enhance public relations• Build community• Enhance customer service• Facilitate research and development• Drive sales and leads

Jason Falls



Some really bad examples…



#mcdstories



Woody Harrelson’s AMA



I swear this is a true story. I went to a high school in LA and you crashed our prom after party (Universal Hilton). You ended up taking the virginity of a girl named

Roseanna. You didn’t call her afterwards. She cried a lot. Do you remember any of this and can confirm or have you been so knee deep in hollywood pooty for so long that

this qualifies as a mere blip?



Celeb Boutique



Microsoft vs Ann Coulter



These are fun, but…



Reality-check your ideas



Stay in the loop



Carefully control access



Some great examples…



Book burning party



https://www.youtube.com/watch?feature=player_embedded&v=nw3zNNO5gX0



Old Spice YouTube Campaign



http://www.youtube.com/watch?feature=player_embedded&v=owGykVbfgUE



http://www.youtube.com/watch?feature=player_embedded



Old Spice Results

• The number one most viewed sponsored channel on YouTube• 236 million YouTube Views• 80,000 Twitter followers in 2 days• Facebook Interaction increased 800% with the personalized videos (Fans

now total over 1.5 million)• Sales figures increased by 107 %



Dollar Shave Club



http://www.youtube.com/watch?feature=player_embedded&v=ZUG9qYTJMsI



$9.8 Million in VC funding



Why were these campaigns successful?



Clear goals.



Creative... AND smart.



Integrated.



Time for a break…



Creating social strategy for a start up



7 business drivers of social media marketing• Enhance Branding and Awareness• Protection your reputation• Enhance public relations• Build community• Enhance customer service• Facilitate research and development• Drive sales and leads

Jason Falls



Know your bandwidth



You don’t have to do it all yourself



Know your audience



Know your platforms



Find a gap



Be Remarkable

Seth Godin



Integrate Integrate Integrate



NO!



Less is more.



Fail Fast



\



Measure



One last thing…



Build your social media presence

• Buy YourName.com• Learn how to build a basic website using something like Wordpress – blogs

are great, but just an online resume will do.• Claim your name on all social networks – knowem.com• Know your privacy settings (especially on Facebook)• Google yourself• Create a professional online persona



Questions



Contact Me

[email protected]

@cgoddard

Deck at:

mailto:[email protected]

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