Download Final Days Course Summary

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The Business of Social
Media
Some things we’ve covered,
some things we’ve left out…
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Traditional Media
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Content Production
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One to Many Communication
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Performance / Talent
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Distribution
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Promotion and Marketing
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Audience Measurement (Nielsen, Google Analytics)
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Advertising / Sales
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Some terms and issues
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Positioning (ID – Identifiable Difference)
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Branding, USP
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Spec spots, storyboards, mock-ups, pitching
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Developing creative ideas, target audience
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CPM, CPP or PI ads
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ROI for client
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Digital Media
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History of computer & Internet development
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Hypertext, TCP-IP, Tim Berners-Lee, August 1991
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Original ideas – extension of traditional Media
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‘Web 2.0’
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Users, not audience
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PI becomes PPC
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CTR becomes a way of measuring success
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Google creates effective search algorithm, creates need for
SEO tools – People get to you through what portal?
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Social Media
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Content Production
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Dynamic and Flexible Communication
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Performance / Talent
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Distribution
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Promotion and Marketing
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User Measurement (analytics)
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Advertising / Sales (banner ads, video ads, PPC, viral)
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Social Media
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Recent studies about changes
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Edison-Triton / Arbitron-Edison research
Building an online presence
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Web site / design, usability, keywords, SEO
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Blogging & Tweeting
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Social media interacting
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Everyone is a publisher
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It’s about interactivity, individual personal choices—not selecting
as part of a crowd
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Traditional non-media businesses must have media savvy skills
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Effective Internet Presence
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What to be / what not to be
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What to publish / what not to publish
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Importance of LinkedIn
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Personal Branding (MC Hammer)
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Move outside your space – comments on targeted blog sites,
reviews posted elsewhere, etc.
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Own your own name
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Dealing with Digital Dirt
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-- read your own reviews? Comments?
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Building a Web Site
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HTML and CSS
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Javascript
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Webs, Weebly, Wix and more
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WordPress-based web page
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Future of web sites – anchor location?
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Building and using apps
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Which is easier for mobile media devices
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SEO
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Google style search engines: algorithm, crawls the web,
indexes based on keywords and other algorithm code
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Knowing how results come to the top allows a savvy user to
show up high in search results
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Google and others change in response, users change in
response
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CTR (success of ad campaign); how page is coded (links,
images, page titles, etc.);
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Bottom line: not manipulation but dynamic content
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Build it, then…you’re lost in the
crowd.
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Advertise, analyze and measure – SWA – SWOT analysis
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Marketing Plan – Social Media Marketing
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Google Analytics, Clicky, etc.
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Tools like Google Trends: delivers charts that portray how
often a particular search term or terms is entered relative to
the total search volume across regions of the world, and in
various languages.
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Google Insights can help you determine which messages
resonate best.
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Calculate ROI
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Challenge of Social Media ROI
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Variety of online activities…
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Creating connected distribution outlets (blog, Twitter, Facebook,
YouTube channel, etc.
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Wikis, SecondLife, Pinterest, Snapchat …
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Creating and distributing RSS
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Podcasts
newsfeeds
iTunes
PodcastAlley
Any ‘newsreader’ service
° Putting a video in your standard distribution is NOT a podcast
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The Business Part
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You need users
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You need to be able to measure what you do
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You can use free / WOM but also likely will need paid
advertising
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Google AdWords / Yahoo! Search Marketing etc.
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Back to ROI
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Reality of building / reality of maintaining
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Example 1 ('Queen of social media')
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Example 2 (Millennials & News)
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Will you be Example 3?
(outline links)
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