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    Social media 101 presentation Social media 101 presentation Presentation Transcript

    • Social Media: What’s the Big Deal? Presentation to BLN March 16, 2010 Anne Buchanan
    • Today’s Agenda
      • What is Social Media?
      • Why Should You Care About It?
      • Most Common Tools
      • Getting Started
    • What is Social Media?
      • Set of tools and technology that enables two-way conversation
      • Conversations taking place 24/7 on the Internet via various communications platforms
      • The intersection of technology and social interaction
      • Word of mouth on steroids (Mashable)
    • What All Social Media Shares
      • The element of two-way conversation.
      • Listening is as important as talking.
      • Content is king.
    • What Types of Social Media Are Companies Using?
    • Why Should You Care?
      • 75% of Americans use social technology Forrester
      • 78% of SM users interact with brands via new media – up from 59% in 2008
      • 93% of SM users believe companies should have a social media presence Cone Business in Social Media Study
      • Social media can be critical to SEO success
    • Why Should You Care?
      • No matter what you do,
      • people are talking about you
    • Online Conversations
    • Why Should You Care?
      • Traditional media world has collapsed
        • 2007: 2,400 news jobs eliminated
        • 2008: 5,900 news jobs lost
        • 2009: 15,000+ newspaper jobs lost
      • Consumers gathering information differently
      • Relationships rule
        • Personal: Networking
        • Business: Brands engaging with customers
      • Social Media is the new face of PR
    • Find new ways to reach your audience, share your message and engage. Embrace the Change:
    • Social Media is Social
      • It’s not a campaign…It’s a conversation.
      • Success depends on sharing and participating
      • Earn trust by contributing to the community or conversation
      • Content rules
    • Social Media = PR 2.0
      • News releases aren’t just for the media
      • Buyer is at center of process
      • Content designed for the buyer
      • You become your own publisher
      • Media still important – but not essential
      • Relationship with buyer is end goal
    • 6 Popular Tools
      • Tool for micro-blogging in 140 characters or less
      • 18 million users
        • 3.8% adult Internet users
        • Estimated 26 million users by end of 2010
      • Power is ability to engage with others on Twitter
      • Use it for:
        • Sharing
        • Conversing
        • Customer service
        • News
        • Research
        • Driving traffic to your website or blog
        • Developing a personality or brand for yourself or your company
      • Example: http://www.wholefoodsmarket.com/twitter/
      • Over 60 million users in 200 countries
      • Executives from all Fortune 500’s
      • Personal profile summarizing experience
      • Organization profile summarizing culture, employees, talent needs
      • Use it for:
        • Making connections
        • Posting / finding jobs
        • Networking
        • Connecting with potential clients and service providers
        • Professional dialogues
        • Problem-solving
      • Example: http://www.linkedin.com/companies/whole-foods-market
      • Example: http://www.linkedin.com/pub/barbara-dubbs/12/a20/262
      • More than 400 million active users
      • Equal numbers of adults 35-49 as young people 18-34
      • More than 1.5 million local businesses have active Pages on Facebook
      • More than 20 million people become fans of Pages each day
      • Use it for:
        • Conversations
          • Personal
          • Professional
        • Fan Pages
        • Another outlet for sharing company news
        • Staying connected with your kids
      • Example: http://www.facebook.com/wholefoods
      • Site to share and view original video content
      • YouTube Reaches 100 Million U.S . Viewers
      • YouTube accounts for 99% of the videos viewed online
      • Video can be picked up by news outlets
      • Use it for:
        • Video news releases
        • Story telling
        • Corporate presentations
      • Example: http://www.youtube.com/user/WholeFoodsMarket
      • Client Example: http://pitch.pe/48404
    • Podcasts
      • Audio content tied to subscription component
      • Radio show that you listen to at your convenience
      • Download to computer or mobile device and listen later
    • Podcasts
      • Use them for:
        • Share your expertise
        • Position yourself as a resource
      • Example: http://www.pepperpodcasts.com/
    • Blogs
      • 126 million blogs  (Nielsen Media Research)
      • 346,000,000 –  number of people globally who read blogs (ComScore)
      • Personal to professional
    • Blogs
      • Use them for:
        • Research
        • Trends
        • Dialogue / Sharing your own thoughts and expertise
          • Commenting on others’ blog posts
      • Example: http://blog.wholefoodsmarket.com/
    • How Do I Start?
      • Involve your marketing team
      • Experiment yourself
      • Engage outside help
    • Developing a SM Plan
      • Define your strategy – don’t just jump in
      • Social media is a set of tools – it’s not a strategy
      • It doesn’t replace a good marketing plan – it extends it and complements it
      • It’s NOT the answer to everything
      • If you’re not doing things the right way, social media won’t fix it
    • Tips for Getting Started
      • Pick one SM platform and try it
        • Facebook / your kids
        • LinkedIn
      • Start reading one or two blogs
        • Seth Godin
      • Find a social media training partner
      • Be disciplined
    • Tips for Newbies
      • Expect to be confused, baffled, frustrated
      • Stick with it
      • Get on as often as you can
      • Recognize that it takes time to master and pay dividends
        • Sip, dip, bathe approach
      • It’s not all about you; look for ways to engage
    • Share Your Knowledge
      • Balance between promoting and sharing
      • Levels of tolerance for sales and promotion depend on the platform.
    • Barriers to Using Social Media
      • Time
        • Robust social media program can require same – sometimes more! – time than a traditional PR program
        • Typical day: 2 mins. – 2 hours
      • Overwhelmed by the unfamiliar
        • Build network
        • Discipline: Spend a few minutes each day
    • Social Media Policies
      • “ You need a social media policy that sets the foundation of your expectations, empowers your employees to tweet or blog without fear, rewards social media problem-solving, and educates staff on things to avoid in both personal and professional status updates.”
      • - Mashable
    • Conclusion
      • Social media is changing marketing
      • New way for you to engage with your buyers
      • Puts a lot of power in your hands
      • Don’t you want to engage with your customers and prospects?
    • Conclusion
      • Thank you
      • Q & A / Discussion