You 2.0How to Manage & Enhance Influence Through Social Media

Marketing

Emily Bennington

Utpal DholakiaAssociate Professor, Rice University Jones Graduate School of Business"How Effective is Facebook Marketing?" featured in the Harvard Business Review, March 2010

Dholakia surveyed customers of Dessert Gallery (DG), a Houston-based café chain that, prior to the study, did not have a Facebook presence.

 Surveys of more than 1,700 respondents over a three-month period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

 

Only about 5 percent of DG’s 13,000 customers became Facebook fans within three months.

Made 36 percent more visits to DG's stores each month

Spent 45 percent more of their eating-out dollars at DG

Spent 33 percent more at DG's stores

The Catch?

75 Fans Currently

Goal?

1,000

Categories

www.MBALexperience.com

Personal Vision Statement

Adam Craft

Version #1:

“It is my personal goal to strive for excellence in EVERYTHING I do; because excellence is what you become, not what you receive. I envision myself leading others to success and giving back to those who helped me achieve excellence.”

Adam CraftVersion #2:

“It is my personal goal to strive for excellence in EVERYTHING I do; because excellence is what you become, not what you receive. I envision myself leading others to success and giving back to those who helped me achieve excellence. My business, SANI-TOUCH, is a direct reflection of me and how I correlate business with government and society in a positive, but effective manner.”

Adam Craft

Version #3:

“Through my business, SANI-TOUCH, I will lead others to success, giving back to my community, creating an effective partnership between business and government, and striving for excellence in EVERYTHING I do.”

Framework for Decision Making...before you turn in an assignment, think “Is this excellent?”

...before you make a hire for your business, think "Will I be able to lead this person to success?"

...before you get frustrated at the red tape of regulation, think "Am I contributing to an effective relationship between business and government?"

Kaitlyn Arick

“To apply my experience in international business, my understanding of athletics, and my interpersonal skills toward a career in sports marketing and management.”

Who Said It?

"MBA student seeking learning opportunities while aspiring to become a business leader."

Who Said Now?

"Financial literacy advocate seeking to inspire women to take charge of their total

financial picture."

Chelsea!!

FOCUS

What is Twitter?

- Micro Blogging

- 140 Characters

- Founded in 2006 by @Jack, @Ev, and @Biz

Information Wave

What’s Twitter About?

Who You’re Following / Who’s Following You• Facebook allows you to follow people you know• Twitter allows you to follow people you don’t know (Authors,

celebrities, role models, business leaders, prospective employers, etc.)

What’s the point?• Internal: Establish yourself as an expert in your niche • External: Change the world

What’s the Point?

“Miracle on the Hudson”January 2009

Iran ElectionsSummer 2009

Politics F-o-r-e-v-e-r

“Twitter has become so widely used among political activists in China that the government blocked access to it in an attempt to censor discussion of the 20th anniversary of the Tiananmen Square massacre.”

- Time Magazine

January 12, 2010 – Earthquake hit Haiti To date: Red Cross has Raised $80 Million

Primary Medium: 90999 Campaign

How did word spread so fast?

Home Page: Trending Topics@ = Handle

#Hashtag (#ThisSucks) RT = RetweetFind PeopleTwitpic.com

Bit.lyLists

Google = Adding Twitter to SEO KEEPING UP: Phones, Apps

Job Search Hashtags on Twitter#aiga#areallygoodejob#avoidthisjob#BA#benefits#business#candidate#career_change#career_coach#career_evolution#career_fair#career_suicide#careerchange#careering#careerism#careers#coaching#compensation#Consultant#crealism#creative#CV#dreamjob#employee#employer#employer-branding#employers#employment#employment_trends#employment-counselor#employments

#entrepreneur#exec#executive#finance#franchise#freelance#gettingthegig#greenjobs#gsojobs#happy_2_be_employed#hireme#hiring#hired#home-employment#hotjobs#hr#humanresources#internship#interview#interviews#interviewing#interviewmistake#jobadvice#jobangels#jobhunt#jobless#joblisting#jobposting#jobposting#jobs#jobsearch #jobsearching#jobshouts#jobtips#laidoff#management

#marketing#MBA#mcm#needajob#norestfortheself-employed#pay#personalbranding#pmi#PR#pre-employment#recruiter#recruiting#recruitment#resume#resumes#rtjobs#sales#salesjobs#self-employed#sportsjobs#stupid_career_coaches#sustainable-employment#telecom#thejobsguy#too_much_work#training#twackle#tweetmyjobs#unemployed#unemployment#wirelessjobs#work-life#work-life-balance#WSJcareers

Source: Career Rocketeer

Job Search Experts to Follow

http://www.careerrocketeer.com/2009/05/150-experts-on-twitter-all-job-seekers.html

Source: Career Rocketeer

Companies that Recruit on Twitter

http://www.job-hunt.org/job-search-news/2009/06/09/top-50-employers-recruiting-on-twitter/

Homework Reading Assignment

Personal Vision Statement Revisions (if needed)

New Blog Post: Your Choice!

Categorize Yourself on the MBAL blog / Add Twitter handle to your

bio

10 Posts on Twitter – Follow each other!

Post on the wall of the UCGSB Facebook page

You 2.0 Scope of WorkPlease note the following lists assignments due on the session date.

Session 1: January 15th

Session 2: January 22 Me 2.0 Part I SWOT analysis on a public figure Session 3: January 29th

Me 2.0 Part IIVision Board

Session 4: February 5th

Me 2.0 Part III Personal Branding Survey

Session 5: February 12th

Reading assignments Headshot / 300 word bio uploadedBlog post uploaded (350-550 words)

Session 6: February 19th

Reading assignment Blog post Person Vision Statement Upload a Link to the Blog

Session 7: February 26th

Reading assignment Facebook Wall Post Blog post

Session 8: March 5th

Reading assignment (10) Twitter posts Blog post UC Wall Post

Session 9: March 12th

Reading assignment (10) Twitter posts 100% complete LinkedIn profile

Session 10: March 19th

Reading assignment Nonprofit social media strategies (presentation)

Session 11: March 26th

Reading assignment Blog post

Session 12: April 2nd

Reading assignmentFacebook Fan Page updates Blog post Session 13: April 9th

Reading assignment Video resume