SOCIAL MEDIA MARKETING GPS - CHAPTER 11 SOLVING BUSINESS CHALLENGES “Vision is the art of seeing the invisible." Jonathan Swift 1 #smgps
Over the last 2-weeks together we’ve reviewed many aspects of SM from ethics & listening to branding, strategy, tactics & metrics. 2 #smgps
Almost every chapter discussed that to succeed a social media strategy must be developed and integrated into your marketing plan. 3 #smgps
As with every other “credible” marketing initiative an inside out approach of tactics 1st wins you short-term gains .. if any. 4 #smgps
Chapter 11 explores how organizations are putting pieces together including B2B, B2C, small business and nonprofit organizations.5 #smgps
Brendan Hurley, VP Goodwill of Grter Washington, shared a light bulb moment behind innovative SM strategy. http://twurl.nl/lp56hw 6 #smgps
“I was trying too hard to develop a social networking strategy instead of incorporating SM into my marketing strategy.” B. Hurley 7 #smgps
Goal was to grow secondary market segment w/ young, professional women; educate about Goodwill’s mission to develop brand loyalty. 8 #smgps
Multiple tactics were developed reinforcing strategy: blog http://twurl.nl/gwn7d2 (expand ) ,videos posted to YT, spacebook page, eBay store. 9 #smgps
Additional tactics now include a Spanish blog http://twurl.nl/dt3oz7 (expand ) & Twitter @dcgf. Ck the runway show! http://twurl.nl/u57zmx 10 #smgps
From funky vintage dresses 2 conservative “suits” Ernst & Young established a Facebook page for recruiting. http://twurl.nl/3rrtf2 11 #smgps
“We wanted to be able to reach candidates through a medium they're very comfortable with," Dan Black, Ernst &Young 12 #smgps
Question: How has your organization used social media to solve business challenges? 13 #smgps
Interviews:Ch11 Lionel Menchaca @LionelatDell Frank Eiason @comcastcares Donna Lynes Miller @gourmetstation John Maley @WoodruffArtsC #smgps
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