PROMOTING YOUR PROGRAMS THROUGH

SOCIAL MEDIADR. ROBIN YAP, LLB, MSC, DM, CTDP

Professional Development Workshop Series

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•Conformity to Norms•Social Media Mental Models•Four Components of Social

Promotion•Multi-Channel Approach

•Strategies in Social Marketing

AGENDA

Mental Models

Definition

MENTAL MODELS explain someone’s thought process about how something works in the real world

AGREE OR DISAGREE?

Social Media is Optional

AGREE OR DISAGREE?

Social Media is difficult to

understand

AGREE OR DISAGREE?

You can make a big splash in

a short time

AGREE OR DISAGREE?

You can't measure social

media marketing results

AGREE OR DISAGREE?

Social Media is FREE

ATTENTIONRETENTION

REPRODUCTIONMOTIVATION

ATTENTION

Which one draws you?

RETENTION

How

do

you

deliv

er y

our

onlin

e so

cial

voi

ce?

Del

iver

ing

your

soc

ial v

oice

REPRODUCTION

Multi-channel Promotion uses many different channels to

reach their identified audienceMulti-channel Promotion allows you to reach your prospective or current

audience in a channel of his/her liking

MULTI-CHANNEL PROMOTION APPROACH

WH

AT

SO

CIA

L M

ED

IA C

HA

NN

ELS

AR

E U

SE

D H

ER

E?

MOTIVATION

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Who are you?

CommunicationBlogs and Micro-blogging / Presence applications Social networkingSocial network aggregation

CollaborationWikisSocial bookmarking (or social tagging) Social news

MultimediaPhotography and art sharingVideo sharingLivecastingMusic and audio sharing

Reviews and opinionsProduct reviews Business reviews Community Q&A

EntertainmentMedia and entertainment platforms

AnalysisSocial media monitoringSocial media analytics

MashupsVirtual worlds Game sharing Information aggregators

Does it meet our marketing

objectives?

Does it use oursocial media

arsenal?

Does it followsocial media

best practices?What is the value

exchange betweenconsumer &

marketer?

SOCIAL MARKETING STRATEGIC LENS

10 WAYS LEARNING ORGANIZATIONS SHARE INFORMATION USING SOCIAL MEDIA

1.Gathering and Sharing Information2.Showcasing Employee/Department Work3.Providing a Platform to Broadcast Events4.Emergency Notification5.Connecting People6.Producing, Not Just Promoting7.Creating a Dialogue and Communicating to

Learners8.Online Office Hours9.Coaching for the Spotlight10.Getting Wired Via Mobile

ideation

• 2.6MMinfluencers• 18.5MM in social media• Prefer blogs, forums & review sites

• 2.6MMinfluencers• 18.5MM in social media• Prefer blogs, forums & review sites

Joiner

Creator

MySpace

Facebook Critic

Spectator

Creator

Critic

Blogs Review SitesReview Sites

Twitter

Digg YouTube

Blogger

• 2.3MM influencers • 30.2MM in social media• Prefer blogs & social nets

• 2.3MM influencers • 30.2MM in social media• Prefer blogs & social nets

• 3.7MM influencers• 55.9MM in social media• Prefer Review Sites

• 3.7MM influencers• 55.9MM in social media• Prefer Review Sites

Entertainment Techie Influential Dads Influential Boomers

APPROACH AUDIENCES DIFFERENTLY BASED ON SOCIAL TECHNOGRAPHICS

FINAL THOUGHTS