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You 2.0 How to Manage & Enhance Influence Through Social Media Marketing. Emily Bennington. Utpal Dholakia Associate Professor, Rice University Jones Graduate School of Business "How Effective is Facebook Marketing?" featured in the Harvard Business Review, March 2010.

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You 2.0

How to Manage & Enhance Influence Through Social Media Marketing

Emily Bennington


Utpal Dholakia

Associate Professor, Rice University Jones Graduate School of Business

"How Effective is Facebook Marketing?" featured in the Harvard Business Review, March 2010


Dholakia surveyed customers of Dessert Gallery (DG), a Houston-based café chain that, prior to the study, did not have a Facebook presence.


Surveys of more than 1,700 respondents over a three-month period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

  • Made 36 percent more visits to DG's stores each month

  • Spent 45 percent more of their eating-out dollars at DG

  • Spent 33 percent more at DG's stores

The Catch?

Only about 5 percent of DG’s 13,000 customers became Facebook fans within three months.


75 Fans Currently period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

Goal?

1,000


Categories period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:


Www mbalexperience com
www.MBALexperience.com period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:


Personal vision statement
Personal Vision Statement period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:


Adam craft
Adam Craft period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

Version #1:

“It is my personal goal to strive for excellence in EVERYTHING I do; because excellence is what you become, not what you receive. I envision myself leading others to success and giving back to those who helped me achieve excellence.”


Adam craft1
Adam Craft period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

Version #2:

“It is my personal goal to strive for excellence in EVERYTHING I do; because excellence is what you become, not what you receive. I envision myself leading others to success and giving back to those who helped me achieve excellence. My business, SANI-TOUCH, is a direct reflection of me and how I correlate business with government and society in a positive, but effective manner.”


Adam craft2
Adam Craft period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

Version #3:

“Through my business, SANI-TOUCH, I will lead others to success, giving back to my community, creating an effective partnership between business and government, and striving for excellence in EVERYTHING I do.”


Framework for decision making
Framework for Decision Making period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

...before you turn in an assignment, think “Is this excellent?”

...before you make a hire for your business, think "Will I be able to lead this person to success?"

...before you get frustrated at the red tape of regulation, think "Am I contributing to an effective relationship between business and government?"


Kaitlyn arick
Kaitlyn Arick period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

“To apply my experience in international business, my understanding of athletics, and my interpersonal skills toward a career in sports marketing and management.”


Who said it
Who Said It? period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

"MBA student seeking learning opportunities while aspiring to become a business leader."


Who said now
Who Said period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:Now?

"Financial literacy advocate seeking to inspire women to take charge of their total

financial picture."


Chelsea
Chelsea!! period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:


Focus
FOCUS period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:


What is twitter
What is Twitter? period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

- Micro Blogging

- Founded in 2006 by @Jack, @Ev, and @Biz

- 140 Characters


Information wave
Information Wave period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:


What s twitter about
What’s Twitter About? period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

  • Who You’re Following / Who’s Following You

    • Facebook allows you to follow people you know

    • Twitter allows you to follow people you don’t know (Authors, celebrities, role models, business leaders, prospective employers, etc.)

  • What’s the point?

    • Internal: Establish yourself as an expert in your niche

    • External: Change the world


What s the point
What’s the Point? period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:


“Miracle on the Hudson” period found that, compared with typical Dessert Gallery customers, the company's Facebook fans:

January 2009

Iran Elections

Summer 2009

Politics

F-o-r-e-v-e-r


“Twitter has become so widely used among political activists in China that the government blocked access to it in an attempt to censor discussion of the 20th anniversary of the Tiananmen Square massacre.”

- Time Magazine


January 12, 2010 – Earthquake hit Haiti activists in China that the government blocked access to it in an attempt to censor discussion of the 20

To date: Red Cross has Raised $80 Million

Primary Medium: 90999 Campaign

How did word spread so fast?


Home Page: Trending Topics activists in China that the government blocked access to it in an attempt to censor discussion of the 20

@ = Handle

#Hashtag (#ThisSucks)

RT = Retweet

Find People

Twitpic.com

Bit.ly

Lists

Google = Adding Twitter to SEO

KEEPING UP: Phones, Apps


Job search hashtags on twitter
Job Search Hashtags on Twitter activists in China that the government blocked access to it in an attempt to censor discussion of the 20

#aiga

#areallygoodejob

#avoidthisjob

#BA

#benefits

#business

#candidate

#career_change

#career_coach

#career_evolution

#career_fair

#career_suicide

#careerchange

#careering

#careerism

#careers

#coaching

#compensation

#Consultant

#crealism

#creative

#CV

#dreamjob

#employee

#employer

#employer-branding

#employers

#employment

#employment_trends

#employment-counselor

#employments

#marketing

#MBA

#mcm

#needajob

#norestfortheself-employed

#pay

#personalbranding

#pmi

#PR

#pre-employment

#recruiter

#recruiting

#recruitment

#resume

#resumes

#rtjobs

#sales

#salesjobs

#self-employed

#sportsjobs

#stupid_career_coaches

#sustainable-employment

#telecom

#thejobsguy

#too_much_work

#training

#twackle

#tweetmyjobs

#unemployed

#unemployment

#wirelessjobs

#work-life

#work-life-balance

#WSJcareers

#entrepreneur

#exec

#executive

#finance

#franchise

#freelance

#gettingthegig

#greenjobs

#gsojobs

#happy_2_be_employed

#hireme

#hiring

#hired

#home-employment

#hotjobs

#hr

#humanresources

#internship

#interview

#interviews

#interviewing

#interviewmistake

#jobadvice

#jobangels

#jobhunt

#jobless

#joblisting

#jobposting

#jobposting

#jobs

#jobsearch

#jobsearching

#jobshouts

#jobtips

#laidoff

#management

Source: Career Rocketeer


Job search experts to follow
Job Search Experts to Follow activists in China that the government blocked access to it in an attempt to censor discussion of the 20

http://www.careerrocketeer.com/2009/05/150-experts-on-twitter-all-job-seekers.html

Source: Career Rocketeer


Companies that recruit on twitter
Companies that Recruit on Twitter activists in China that the government blocked access to it in an attempt to censor discussion of the 20

http://www.job-hunt.org/job-search-news/2009/06/09/top-50-employers-recruiting-on-twitter/


Homework
Homework activists in China that the government blocked access to it in an attempt to censor discussion of the 20

  • Reading Assignment

  • Personal Vision Statement Revisions (if needed)

  • New Blog Post: Your Choice!

  • Categorize Yourself on the MBAL blog / Add Twitter handle to your bio

  • 10 Posts on Twitter – Follow each other!

  • Post on the wall of the UCGSB Facebook page


You 2.0 Scope of Work activists in China that the government blocked access to it in an attempt to censor discussion of the 20

Please note the following lists assignments due on the session date.

  • Session 6: February 19th

  • Reading assignment

  • Blog post

  • Person Vision Statement

  • Upload a Link to the Blog

Session 1: January 15th

  • Session 10: March 19th

  • Reading assignment

  • Nonprofit social media strategies (presentation)

  • Session 2: January 22

  • Me 2.0 Part I

  • SWOT analysis on a public figure

  • Session 11: March 26th

  • Reading assignment

  • Blog post

  • Session 7: February 26th

  • Reading assignment

  • Facebook Wall Post

  • Blog post

  • Session 3: January 29th

  • Me 2.0 Part II

  • Vision Board

  • Session 12: April 2nd

  • Reading assignment

  • Facebook Fan Page updates

  • Blog post

  • Session 8: March 5th

  • Reading assignment

  • (10) Twitter posts

  • Blog post

  • UC Wall Post

  • Session 4: February 5th

  • Me 2.0 Part III

  • Personal Branding Survey

  • Session 13: April 9th

  • Reading assignment

  • Video resume

  • Session 5: February 12th

  • Reading assignments

  • Headshot / 300 word bio uploaded

  • Blog post uploaded (350-550 words)

  • Session 9: March 12th

  • Reading assignment

  • (10) Twitter posts

  • 100% complete LinkedIn profile


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