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Week 6 Lecture Notes for Social Media Marketing Class. Some of the content adapted from "The Social Media Bible" by Lon Safko
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social media marketingbiola university | week 6
charles lee
The 4 Pillars of Social Media Strategyby Lon Sa)ko & David K. Brake
❖Communication
❖Collaboration
❖Education
❖Entertainment
The 4 Pillars of Social Media Strategyby Lon Sa)ko & David K. Brake
❖Communication✤ What are you really communicating?
✤ Audience Perception
✤ Metrics
✤ Strategy
The 4 Pillars of Social Media Strategyby Lon Sa)ko & David K. Brake
❖Collaboration✤ Current Tools for Collaboration
✤ SM Tools for Collaboration
✤ Community Managers
✤ Rules of Engagement
✤ Inside/Outside Collaboration
The 4 Pillars of Social Media Strategyby Lon Sa)ko & David K. Brake
❖Education✤ Educating Internal/External Audience
✤ Mutual Education/Contributing to Field
✤ SM Tools for Education
✤ Blogging, Hashtags, & Share
The 4 Pillars of Social Media Strategyby Lon Sa)ko & David K. Brake
❖Entertainment✤ Entertaining vs. Funny
✤ Role of Videos & Photos
✤ Know Your Audience
Control vs. InNluence
Keys to Creating Community for Business
✤ Needs of the Company vs. Needs of the Community
✤ Unique Content & Scalability
✤ Strong vs. Large
✤ Management vs. Facilitation
✤ Boundaries & Access
5 Kinds of Social Media Communitiesby Lon Sa)ko & David K. Brake
✤ Metropolis Communities (e.g., Facebook & Myspace)
✤ AfNinity Communities (e.g., NPR)
✤ Intracompany Communities
✤ Vertical Communities (Niche)
✤ Horizontal Communities (Cross-pollenating of Expertise)
Questions to Ask for Faciliating Communities
adpated from Lon Sa)ko & David K. Brake
✤ What functions & features do we have available?
✤ What will it cost to build & facilitate?
✤ Internal or Outsource?
✤ How long will it take to launch?
✤ What tools are competitors using & why?
Tips for Faciliating Communitiesadpated from Lon Sa)ko & David K. Brake
✤ Appoint a Community Facilitator
✤ Identify Community Evangelists
✤ Align Content with Community Needs
✤ Encourage User-Generated Content & Platform Great Ideas
✤ Think Long Term Over Short Term “Successes”
Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake
✤ ACCESS Model (Created by Content Connetions):
✤ Audience
✤ Concept
✤ Competition
✤ Execution
✤ Social Media
✤ Sales Viability
Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake✤ ACCESS Model: AUDIENCE✤ Identifying Audience✤ Demonstrated Behaviors✤ Self-Reported Behaviors✤ Attitudes, Values, & Beliefs✤ Needs & Preferences✤ Demographic Data✤ Extended Networks & Orgs✤ InNluencers & Promoters✤ Creating Audience Archetypes
Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake
✤ ACCESS Model: CONCEPT
✤ Clarifying the Concept
✤ Moving from Concept to Statement
✤ Test & Validation
Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake
✤ ACCESS Model: COMPETITION
✤ Difference Between Knowing & Understanding Competition
✤ Commitment to Learning & the Good News of Social Media
✤ Rating & Noting
Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake✤ ACCESS Model: EXECUTION
✤ Common Methods:
✤ Get it Out There
✤ Careful Aim
✤ “The Third Theory” Transparent Process
Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake
✤ ACCESS Model: SOCIAL MEDIA
✤ 100 Word Concept Statement
✤ Samples of Execution
✤ Attitude, Value, & Belief Related to Concept
✤ Demographics Engagement
✤ Crowd Sourcing
Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake✤ ACCESS Model: SALES VIABILITY
✤ What are you selling?
✤ Revenue Models:
✤ Products, Services, & Info
✤ Advertising & Sponsorship
✤ Transactions or Commissions
✤ Subscriptions
✤ “Freemium”
✤ SaaS (Software as a Service/Apps)
Developing a Social Media Stategyadpated from Lon Sa)ko & David K. Brake
✤ Think 12 Months
✤ Determine Tools to Focus On
✤ Engage Your Employees
✤ Get Closer to Customers & Prospects
✤ Think Like a Publisher
✤ Create a Community
✤ Measure What’s Most Important
social media marketingbiola university | week 7
charles lee
