SESSION OVERVIEW

SESSION OVERVIEW Understanding Social Media Notes from Topics 1-10 in Perspectives on Social Media Marketing Social Media and the Evolution of Marketing and PR Notes from Topics 11 in Perspectives on Social Media Marketing Notes from excerpts in The New Rules of Marketing and PR (In Slideshow)

UNDERSTANDING SOCIAL MEDIA

UNDERSTANDING SOCIAL MEDIA Topic 1: How would you define social media? Social Media is a verb describing “the act of creating and posting content” in an online, mobile, or virtual environment. “Social Media is also a medium.” Represents a medium for the people which allows us to “create and use communication channels” within our own abilities Let's take a look at this link :What Social Media Does Best By Chris BroganWhat Social Media Does Best By Chris Brogan Topic 2: Why does social media have such a powerful impact? Intersection of the personal and the public Non-linear Communication Ease of Use and Speed of Information Dissemination Open Content Revolution WYSIWYG platform Social Media was/is a catalyst for “behavioral transformation” Simplicity changes behavior

UNDERSTANDING SOCIAL MEDIA Topic 3: How has social media changed general marketing strategy? We now have “the ability to both consume and publish [our] views, creating a totally new dynamic for marketers Marketers have to understand the NEW media consumption behavior trends Social Media broadens the way companies develop strategy Shift from impressions to connections Topic 4: Does branding still matter? Has the definition of “brand” changed? Branding now matters more because it has gone from a macro, or large, corporate scale, to a micro, or small, individualized scale Brands are cashing in on the concept “everyone is a brand” Watch This!Watch This! Strong branding creates an emotional connection between brand and consumer. You need a strong brand to “cut through the clutter.”

UNDERSTANDING SOCIAL MEDIA Topic 5: Can small companies and entrepreneurs take advantage of social media? Or is it mostly for large players? Social Media is a true celebration of the individual Social Media is easier to execute through individuals and smaller organizations, it has most definitely entered the enterprise. “Social Media is for any company—big, small, start- up, you name it.” There is potential to fit social media into any size business. Topic 6: What is personal branding and how important is it? Personal Branding is a Product [Example: Nikki Minaj] [Example: Nikki Minaj] Personal Branding is “the act of packaging yourself in a way that presents a clear image and a message to an audience.” Personal Branding is important because it represents a “level playing field” Within organizations, personal brands are beneficial because they are business extensions.

UNDERSTANDING SOCIAL MEDIA GUIDELINES FOR EFFECTIVE SOCIAL MEDIA USE Be human. Add value. Don't reveal confidential information Be professional. Be aware of your responsibility. Check your facts and credit your sources. Disclose who you are. Understand and implement your client's policies. Know who you're linking to. Pretend it's a party. ______________________________________ Topic 7: Should companies allow executives or other employees to develop personal brands as representatives of the company? YES!!!

UNDERSTANDING SOCIAL MEDIA Social Media is the magical bullet for all of digital. Social Media has an owner in the organization. Social Media is just another channel. Social Media lives only online Social Media alone is a big idea Social Media is either earned or paid Social Media is just about pitching blogs. Social Media is cheap Wish Social Media, instead of going big, you should go small, go real, and go deep ______________________________________ Topic 8: What are some of the popular misconceptions many marketers have about social media?

UNDERSTANDING SOCIAL MEDIA Topic 9: Should traditional marketing efforts be relegated to a museum? Or do they still hold value? Traditional Marketing still holds value because the marketing is about “how the message is conveyed.” A combination of “traditional marketing” efforts and “new media” marketing efforts gives companies a broader reach. The term “traditional” is what stifles the growth of marketing by placing boundaries on a limitless field based on innovation and creativity. Topic 10: How (if at all) has social media altered the consumer buying cycle? Social media has changed the steps from basic to detail oriented. Deeper Product/Service Research Post Purchase Review/Sharing Broader platform for Product/Service Awareness Interest peaks with “collective crowd” trends Consideration is changed by access to consumer stories

SOCIAL MEDIA and THE EVOLUTION of MARKETING & PR

Topic 11: Is Social Media an Evolution of Marketing or an Evolution of Public Relations? How has Social Media changed PR? “... social media doesn't slant toward any one particular discipline: it's a tool that can be used by all.” XHTML brought media to life Social media is constantly evolving, making it hard to categorize or how to “characterize that evolution” Social Media is on of many drivers for Search Engine Optimization or SEO and Search Engine Marketing or SEM

SOCIAL MEDIA and THE EVOLUTION of MARKETING & PR “OLD RULES OF MARKETING” From The New Rules of Marketing & PR by David Meerman Scott The Old Rules of Marketing Are: Generic Company Driven and Impersonal 1. In the old formula, Marketing = Advertising + Branding 2. Advertising was done on a massive/*macro scale 3. Disruptive/Distracting attention getting strategies 4. One way message: Company -> Consumers 5. Strictly sales oriented 6. Constrained Campaigns – Limited Life 7. Creative Content Concentration 8. Advertising for Accomplishment 9. Advertising and PR were *divergent

SOCIAL MEDIA and THE EVOLUTION of MARKETING & PR “NEW RULES OF MARKETING” From The New Rules of Marketing & PR by David Meerman Scott The New Rules of Marketing Are: Focused Client Driven Personal 1. Marketing = Advertising + New Media Strategies 2. PR targets on a macro AND micro scale 3. You are what you publish. 4. Be Authentic! 5. Be Interactive! 6. Need based content delivery 7. Serve the underserved. 8. Web based PR 9. Win business, not awards. 10. Return of Public PR 11. Purchase Driven Content 12. Direct Communication wBuyer/Client(Individualized) 13. Advertising and PR *convergent

SOURCES Perspectives on Social Media The New Rules of Marketing & PR