Transcript Final Day Course Summary

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