Mdst1002 spring19
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Slides from guest lecture at the CU Boulder MDST 1002 class in Spring 2019 on social media marketing with a focus on listening.
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Mdst1002 spring19
- 1. Personal tools - Facebook ads https://www.facebook.com/ads/preferences/
- 2. Personal tools - Facebook ads
- 3. Personal tools - Facebook ads
- 4. Personal tools - Twitter ads https://twitter.com/settings/your_twitter_data
- 5. Social Media Marketing Where do we go from here?
- 6. ● Academic Digital Engagement Strategist ● Instructor @matthewduncan @matthewrduncan Ask me questions or any time during the presentation
- 8. https://hbr.org/2016/08/to-get-more-out-of-social-media-think-like-an-anthropologist Do (output) ● Paid ● Organic Know (input) ● Listen ● Learn Social Media Marketing
- 10. APRD 4873 Social Listening https://blog.campussonar.com/blog/teaching-social-listening-in-higher-education
- 15. Were you unhappy with us on Tuesday (prior to our announcement) or any of the other days in the last few weeks when we had snow and we did not close? ?By show of hands -
- 16. Were you happy with us (or just in general) that we closed campus last Wednesday? ?By show of hands -
- 17. Did you share any of your thoughts/emotions (unhappy or happy) in your personal/private social media channels? ?By show of hands -
- 18. What about publically in general or directly with us (@CUBoulder) or other public pages/accounts? ?By show of hands -
- 19. Are you following us (@CUBoulder)? ?By show of hands -
- 21. Decision Journey (aka sales funnel) Awareness Consideration Conversion
- 22. ~1990
- 23. 1997
- 24. Posted to the web in 1999 Examines the impact of the internet on marketing Consists of 95 theses #1. Markets are conversations.
- 31. Decision Journey (aka sales funnel) Awareness Conversion Engagement Consideration This is fun (#IMO) But much harder than we all realized
- 32. #1. Markets are conversations. #20. Companies need to realize their markets are often laughing. At them. #26. Public Relations does not relate to the public. Companies are deeply afraid of their markets. #34. To speak with a human voice, companies must share the concerns of their communities. #35. But first, they must belong to a community. #67. As markets, as workers, we wonder why you're not listening. You seem to be speaking a different language. #85. When we have questions we turn to each other for answers. If you didn't have such a tight rein on "your people" maybe they'd be among the people we'd turn to. 20 years on and we are still figuring these points out...
- 44. And then we get into the data and AI...
- 48. Marketers and advertisers aren’t the only ones playing in social media anymore...
- 53. I hear a lot - “it’s just a tweet.” I prefer to reframe that - “Actually, it is an important moment for that customer/community member.”
- 54. A moment is a short experience that is both memorable and meaningful. When we assess our experiences, we don’t average our minute-by-minute sensations. Rather, we tend to remember flagship moments: the peaks, the pits, and the transitions. We must learn to think in moments, to spot the occasions that are worthy of investment
- 57. The brand has a big (2 million +) Facebook presence but do you know why they created a Twitter account?
- 61. https://www.falcon.io/insights-hub/topics/social-media-strategy/how-to-avoid-a-social-media-crisis/ “Social media crisis” is a trendy term these days. But contrary to popular belief, there is no such thing. Social media is the gasoline, not the fire. (It can also be the smoke and the rainbow) By labeling a negative event as a social media crisis, you miss the opportunity to identify, and then fix, the deeper issue, because social media is never the true, underlying cause of a crisis
- 62. Meanwhile…… There are daily changes with the platforms themselves… ...and I am not talking about the new stickers and such.
- 63. Social Proof and Social Validation Clues about the best people to follow are important, but what if we could not see counts for followers and likes? https://www.theverge.com/2018/11/19/18102855/twitter-redesign-follower-count-ios-app The change comes after CEO Jack Dorsey repeatedly said that he wants to rethink how the company could prioritize “meaningful” conversations over numbers like retweets, likes, and follows. In past interviews, Dorsey has repeatedly noted that he would like to make follower counts a less important feature on user profiles. By emphasizing an account’s number of followers, Dorsey believes it incentivizes individuals to post more polarizing content that has the potential to go viral and attract more followers, creating a more divisive and toxic discourse on the platform.
- 66. “We’re building a foundation for social communication aligned with the direction people increasingly care about: messaging each other privately,” Mr. Zuckerberg said in an interview on Wednesday. https://www.nytimes.com/2019/03/06/technology/mark-zuckerberg-facebook-privacy.html
- 67. https://www.propublica.org/article/facebook-ads-discrimination-settlement-housing-employment-credit
- 68. Behind the scenes Facebook ● Removed over 1.5 billion fake accounts from April through September 2018 ● On Facebook and Instagram 2,999,278 pieces of content were taken down in the first half of 2018 Google ● Took down 2.3 billion bad ads in 2018 for violations of both new and existing policies ○ ~207,000 ads for ticket resellers ○ 531,000+ ads for bail bonds ○ ~58.8 million phishing ads. https://blog.google/products/ads/enabling-safe-digital-advertising-ecosystem/ https://www.engadget.com/2018/11/15/facebook-transparency-report-fake-account-removal/ https://newsroom.fb.com/news/2018/11/updated-transparency-report/
- 75. https://www.acquia.com/sites/acquia.com/files/documents/2018-11/CX_Trends_Report_2019_Acquia.pdf
- 77. You Brand What happens here? 1. Think of 3 brands a. One you are passionate about b. One you use regularly but don’t have an emotional connection c. One you don’t use at all 2. For each brand a. What is your social media “relationship” like with this brand? b. Do you want more personalized experiences with this brand? c. How do the social media platforms fit into this relationship? 3. Where do you want to see social media marketing go?
- 78. What does all this mean for you? A huge opportunity
- 79. Thank you!