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You 2.0 How to Manage & Enhance Influence Through Social Media Marketing

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

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  1. You 2.0 How to Manage & Enhance Influence Through Social Media Marketing Emily Bennington

  2. Utpal Dholakia Associate Professor, Rice University Jones Graduate School of Business "How Effective is Facebook Marketing?" featured in the Harvard Business Review, March 2010

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

  4. 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.

  5. 75 Fans Currently Goal? 1,000

  6. Categories

  7. www.MBALexperience.com

  8. Personal Vision Statement

  9. Adam Craft 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.”

  10. Adam Craft 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.”

  11. Adam Craft 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.”

  12. Framework for Decision Making ...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?"

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

  14. Who Said It? "MBA student seeking learning opportunities while aspiring to become a business leader."

  15. Who Said Now? "Financial literacy advocate seeking to inspire women to take charge of their total financial picture."

  16. Chelsea!!

  17. FOCUS

  18. What is Twitter? - Micro Blogging - Founded in 2006 by @Jack, @Ev, and @Biz - 140 Characters

  19. Information Wave

  20. What’s Twitter About? • 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

  21. What’s the Point?

  22. “Miracle on the Hudson” January 2009 Iran Elections Summer 2009 Politics F-o-r-e-v-e-r

  23. “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

  24. January 12, 2010 – Earthquake hit Haiti To date: Red Cross has Raised $80 Million Primary Medium: 90999 Campaign How did word spread so fast?

  25. Home Page: Trending Topics @ = Handle #Hashtag (#ThisSucks) RT = Retweet Find People Twitpic.com Bit.ly Lists Google = Adding Twitter to SEO KEEPING UP: Phones, Apps

  26. Job Search Hashtags on Twitter #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

  27. Job Search Experts to Follow http://www.careerrocketeer.com/2009/05/150-experts-on-twitter-all-job-seekers.html Source: Career Rocketeer

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

  29. Homework • 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

  30. You 2.0 Scope of Work 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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