article This week, I spoke with two Harvard Marketing experts to learn how to take control of your social media marketing campaign from the ground up.
The two were at Harvard’s marketing seminar, where they shared their strategies for winning the social media war with a bunch of clients.
“I’ve been a social media evangelist for years,” said Dan Roloff, an assistant professor of marketing at Harvard Business School and the former chief marketing officer of AOL.
“I don’t want to be a part of the problem.
I want to help create the solution.”
The Harvard Marketing seminar is sponsored by AdSense, and Roloffs team was tasked with helping them make their social media strategy more effective.
They were given a mock project and asked to create an email list for the client, a set of goals, and a strategy to help them achieve them.
I met with Dan Rolsoff at the Harvard Marketing Summit in March.
I asked him how to create your own social media campaign and how you can use AdSense to boost your ad revenue.
(You can read the full story here.)
Dan Rolsoffs Social Media Startup StrategyThe seminar was a blast, and I was blown away by the students’ skills and knowledge.
But as the days went by, Rololls team began to feel overwhelmed.
It seemed that the team was spending more time on the mock project than the goal they had set.
And it seemed that they were doing things the wrong way.
Roloffs teams focus on “one thing” was also a key part of his strategy.
The seminar team was given a project and told to create a new email list.
Then, they were given another task: “create a video message.”
Then they were told to do something completely different: create a social profile.
That’s when things began to get a little more complicated.
After a couple of weeks of being told how to use the new project and social profiles, the students were left with a lot of work to do.
So, Rolsons team asked for more time to complete the mock projects.
“We asked them to create new social profiles,” Rolapps said.
“We asked for the project to be completed on the day we would meet with the client.
And we asked for a video to be created.”
Roloff explained that the video would have to be “a short, three-second video with three clips, which would be a short video with a few seconds of sound.”
And then he asked for them to put in their own text and video message.
That was it.
“The video is just a template,” Rols said.
Rolsons video message would have a very simple message.
It would be something like: “I love you, and you’re a fantastic person.
I’m so excited about meeting you.
I hope you’ll do this for me.”
I asked Rolsolls team what they would do with that video.
Rolsos team said that they would send it to their clients and ask for them or some of their friends to send it.
“That would be the first video,” Roll told me.
“But we did that for a few weeks.
I think we probably did it once a week or twice a week.”
What were the students learning about social media in the seminar?
“The key to social media is that you don’t need to make it a video,” said Rolsoll.
“You can’t just create a video that just talks about you.
You need to build a relationship with the person.
That is what we learned in this seminar.”
So, Roles said, it was up to the students to go back and change the template, create the video, and send it off.
But, as soon as they did that, the team had a hard time getting the message out.
“You’re not going to see anything that is completely original or original.
It will be the same template over and over again,” Roles told me, “because it is very simple.”
Rolsoff’s team did not get a video back until six months after the seminar.
So it took Rolsays team a full year to complete all the project’s elements.
“I think we were very, very overwhelmed,” Rolisons team said.
“But we were also able to get it out to our clients,” ROLSOs team added.
“It took us a full four years to get our project out there.”
Roles team’s social media startup strategy worked.
And they had a lot to teach others about how to build their own campaigns.
The Harvard marketing seminar is a good place to start if you’re looking for a way to build your own campaigns and build a real business.
But the seminar was not all about building your own campaign.
It also had a great opportunity to talk about how the Harvard marketing program can be used to help others.
I reached out to the Harvard Management