Social Media: What’s the Big Deal? Presentation to BLN March 16, 2010 Anne Buchanan
Today’s Agenda <ul><li>What is Social Media? </li></ul><ul><li>Why Should You Care About It? </li></ul><ul><li>Most Common...
What is Social Media? <ul><li>Set of tools and technology that enables two-way conversation </li></ul><ul><li>Conversation...
What All Social Media Shares <ul><li>The element of two-way conversation. </li></ul><ul><li>Listening is as important as t...
What Types of Social Media Are Companies Using?
Why Should You Care? <ul><li>75% of Americans use social technology   Forrester </li></ul><ul><li>78% of SM users interact...
Why Should You Care? <ul><li>No matter what you do,  </li></ul><ul><li>people are talking about you </li></ul>
Online Conversations
Why Should You Care? <ul><li>Traditional media world has collapsed </li></ul><ul><ul><li>2007: 2,400 news jobs eliminated ...
Find new ways to  reach your audience,  share your message  and engage. Embrace the Change:
Social Media is  Social <ul><li>It’s not a campaign…It’s a conversation. </li></ul><ul><li>Success depends on sharing and ...
Social Media = PR 2.0 <ul><li>News releases aren’t just for the media </li></ul><ul><li>Buyer is at center of process  </l...
6 Popular Tools
<ul><li>Tool for micro-blogging in 140 characters or less </li></ul><ul><li>18 million users </li></ul><ul><ul><li>3.8% ad...
<ul><li>Use it for: </li></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Conversing </li></ul></ul><ul><ul><li>Custome...
<ul><li>Over 60 million users in 200 countries </li></ul><ul><li>Executives from all Fortune 500’s </li></ul><ul><li>Perso...
<ul><li>Use it for: </li></ul><ul><ul><li>Making connections </li></ul></ul><ul><ul><li>Posting / finding jobs </li></ul><...
<ul><li>More than 400 million active users </li></ul><ul><li>Equal numbers of adults 35-49 as young people 18-34  </li></u...
<ul><li>Use it for: </li></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><ul><li>Personal </li></ul></ul></ul><ul><u...
<ul><li>Site to share and view original video content </li></ul><ul><li>YouTube Reaches 100 Million  U.S . Viewers </li></...
<ul><li>Use it for: </li></ul><ul><ul><li>Video news releases </li></ul></ul><ul><ul><li>Story telling </li></ul></ul><ul>...
Podcasts  <ul><li>Audio content tied to subscription component </li></ul><ul><li>Radio show that you listen to at your con...
Podcasts <ul><li>Use them for: </li></ul><ul><ul><li>Share your expertise </li></ul></ul><ul><ul><li>Position yourself as ...
Blogs <ul><li>126 million blogs  (Nielsen Media Research)  </li></ul><ul><li>346,000,000  –  number of people globally who...
Blogs <ul><li>Use them for: </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Trends </li></ul></ul><ul><ul><li>Di...
How Do I Start? <ul><li>Involve your marketing team </li></ul><ul><li>Experiment yourself </li></ul><ul><li>Engage outside...
Developing a SM Plan <ul><li>Define your strategy – don’t just jump in </li></ul><ul><li>Social media is a set of tools – ...
Tips for Getting Started <ul><li>Pick one SM platform and try it </li></ul><ul><ul><li>Facebook / your kids </li></ul></ul...
Tips for Newbies <ul><li>Expect to be confused, baffled, frustrated </li></ul><ul><li>Stick with it </li></ul><ul><li>Get ...
Share Your Knowledge <ul><li>Balance between promoting and sharing </li></ul><ul><li>Levels of tolerance for sales and pro...
Barriers to Using Social Media <ul><li>Time </li></ul><ul><ul><li>Robust social media program can require same – sometimes...
Social Media Policies <ul><li>“ You need a social media policy that sets the foundation of your expectations, empowers you...
Conclusion <ul><li>Social media is changing marketing </li></ul><ul><li>New way for you to engage with your buyers </li></...
Conclusion <ul><li>Thank you </li></ul><ul><li>Q & A / Discussion </li></ul>
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Social media 101 presentation

  1. 1. Social Media: What’s the Big Deal? Presentation to BLN March 16, 2010 Anne Buchanan
  2. 2. Today’s Agenda <ul><li>What is Social Media? </li></ul><ul><li>Why Should You Care About It? </li></ul><ul><li>Most Common Tools </li></ul><ul><li>Getting Started </li></ul>
  3. 3. What is Social Media? <ul><li>Set of tools and technology that enables two-way conversation </li></ul><ul><li>Conversations taking place 24/7 on the Internet via various communications platforms </li></ul><ul><li>The intersection of technology and social interaction </li></ul><ul><li>Word of mouth on steroids (Mashable) </li></ul>
  4. 4. What All Social Media Shares <ul><li>The element of two-way conversation. </li></ul><ul><li>Listening is as important as talking. </li></ul><ul><li>Content is king. </li></ul>
  5. 5. What Types of Social Media Are Companies Using?
  6. 6. Why Should You Care? <ul><li>75% of Americans use social technology Forrester </li></ul><ul><li>78% of SM users interact with brands via new media – up from 59% in 2008 </li></ul><ul><li>93% of SM users believe companies should have a social media presence Cone Business in Social Media Study </li></ul><ul><li>Social media can be critical to SEO success </li></ul>
  7. 7. Why Should You Care? <ul><li>No matter what you do, </li></ul><ul><li>people are talking about you </li></ul>
  8. 8. Online Conversations
  9. 9. Why Should You Care? <ul><li>Traditional media world has collapsed </li></ul><ul><ul><li>2007: 2,400 news jobs eliminated </li></ul></ul><ul><ul><li>2008: 5,900 news jobs lost </li></ul></ul><ul><ul><li>2009: 15,000+ newspaper jobs lost </li></ul></ul><ul><li>Consumers gathering information differently </li></ul><ul><li>Relationships rule </li></ul><ul><ul><li>Personal: Networking </li></ul></ul><ul><ul><li>Business: Brands engaging with customers </li></ul></ul><ul><li>Social Media is the new face of PR </li></ul>
  10. 10. Find new ways to reach your audience, share your message and engage. Embrace the Change:
  11. 11. Social Media is Social <ul><li>It’s not a campaign…It’s a conversation. </li></ul><ul><li>Success depends on sharing and participating </li></ul><ul><li>Earn trust by contributing to the community or conversation </li></ul><ul><li>Content rules </li></ul>
  12. 12. Social Media = PR 2.0 <ul><li>News releases aren’t just for the media </li></ul><ul><li>Buyer is at center of process </li></ul><ul><li>Content designed for the buyer </li></ul><ul><li>You become your own publisher </li></ul><ul><li>Media still important – but not essential </li></ul><ul><li>Relationship with buyer is end goal </li></ul>
  13. 13. 6 Popular Tools
  14. 14. <ul><li>Tool for micro-blogging in 140 characters or less </li></ul><ul><li>18 million users </li></ul><ul><ul><li>3.8% adult Internet users </li></ul></ul><ul><ul><li>Estimated 26 million users by end of 2010 </li></ul></ul><ul><li>Power is ability to engage with others on Twitter </li></ul>
  15. 15. <ul><li>Use it for: </li></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Conversing </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Driving traffic to your website or blog </li></ul></ul><ul><ul><li>Developing a personality or brand for yourself or your company </li></ul></ul><ul><li>Example: http://www.wholefoodsmarket.com/twitter/ </li></ul>
  16. 16. <ul><li>Over 60 million users in 200 countries </li></ul><ul><li>Executives from all Fortune 500’s </li></ul><ul><li>Personal profile summarizing experience </li></ul><ul><li>Organization profile summarizing culture, employees, talent needs </li></ul>
  17. 17. <ul><li>Use it for: </li></ul><ul><ul><li>Making connections </li></ul></ul><ul><ul><li>Posting / finding jobs </li></ul></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Connecting with potential clients and service providers </li></ul></ul><ul><ul><li>Professional dialogues </li></ul></ul><ul><ul><li>Problem-solving </li></ul></ul><ul><li>Example: http://www.linkedin.com/companies/whole-foods-market </li></ul><ul><li>Example: http://www.linkedin.com/pub/barbara-dubbs/12/a20/262 </li></ul>
  18. 18. <ul><li>More than 400 million active users </li></ul><ul><li>Equal numbers of adults 35-49 as young people 18-34 </li></ul><ul><li>More than 1.5 million local businesses have active Pages on Facebook </li></ul><ul><li>More than 20 million people become fans of Pages each day </li></ul>
  19. 19. <ul><li>Use it for: </li></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><ul><li>Personal </li></ul></ul></ul><ul><ul><ul><li>Professional </li></ul></ul></ul><ul><ul><li>Fan Pages </li></ul></ul><ul><ul><li>Another outlet for sharing company news </li></ul></ul><ul><ul><li>Staying connected with your kids </li></ul></ul><ul><li>Example: http://www.facebook.com/wholefoods </li></ul>
  20. 20. <ul><li>Site to share and view original video content </li></ul><ul><li>YouTube Reaches 100 Million U.S . Viewers </li></ul><ul><li>YouTube accounts for 99% of the videos viewed online </li></ul><ul><li>Video can be picked up by news outlets </li></ul>
  21. 21. <ul><li>Use it for: </li></ul><ul><ul><li>Video news releases </li></ul></ul><ul><ul><li>Story telling </li></ul></ul><ul><ul><li>Corporate presentations </li></ul></ul><ul><li>Example: http://www.youtube.com/user/WholeFoodsMarket </li></ul><ul><li>Client Example: http://pitch.pe/48404 </li></ul>
  22. 22. Podcasts <ul><li>Audio content tied to subscription component </li></ul><ul><li>Radio show that you listen to at your convenience </li></ul><ul><li>Download to computer or mobile device and listen later </li></ul>
  23. 23. Podcasts <ul><li>Use them for: </li></ul><ul><ul><li>Share your expertise </li></ul></ul><ul><ul><li>Position yourself as a resource </li></ul></ul><ul><li>Example: http://www.pepperpodcasts.com/ </li></ul>
  24. 24. Blogs <ul><li>126 million blogs  (Nielsen Media Research) </li></ul><ul><li>346,000,000 –  number of people globally who read blogs (ComScore) </li></ul><ul><li>Personal to professional </li></ul>
  25. 25. Blogs <ul><li>Use them for: </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Trends </li></ul></ul><ul><ul><li>Dialogue / Sharing your own thoughts and expertise </li></ul></ul><ul><ul><ul><li>Commenting on others’ blog posts </li></ul></ul></ul><ul><li>Example: http://blog.wholefoodsmarket.com/ </li></ul>
  26. 26. How Do I Start? <ul><li>Involve your marketing team </li></ul><ul><li>Experiment yourself </li></ul><ul><li>Engage outside help </li></ul>
  27. 27. Developing a SM Plan <ul><li>Define your strategy – don’t just jump in </li></ul><ul><li>Social media is a set of tools – it’s not a strategy </li></ul><ul><li>It doesn’t replace a good marketing plan – it extends it and complements it </li></ul><ul><li>It’s NOT the answer to everything </li></ul><ul><li>If you’re not doing things the right way, social media won’t fix it </li></ul>
  28. 28. Tips for Getting Started <ul><li>Pick one SM platform and try it </li></ul><ul><ul><li>Facebook / your kids </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><li>Start reading one or two blogs </li></ul><ul><ul><li>Seth Godin </li></ul></ul><ul><li>Find a social media training partner </li></ul><ul><li>Be disciplined </li></ul>
  29. 29. Tips for Newbies <ul><li>Expect to be confused, baffled, frustrated </li></ul><ul><li>Stick with it </li></ul><ul><li>Get on as often as you can </li></ul><ul><li>Recognize that it takes time to master and pay dividends </li></ul><ul><ul><li>Sip, dip, bathe approach </li></ul></ul><ul><li>It’s not all about you; look for ways to engage </li></ul>
  30. 30. Share Your Knowledge <ul><li>Balance between promoting and sharing </li></ul><ul><li>Levels of tolerance for sales and promotion depend on the platform. </li></ul>
  31. 31. Barriers to Using Social Media <ul><li>Time </li></ul><ul><ul><li>Robust social media program can require same – sometimes more! – time than a traditional PR program </li></ul></ul><ul><ul><li>Typical day: 2 mins. – 2 hours </li></ul></ul><ul><li>Overwhelmed by the unfamiliar </li></ul><ul><ul><li>Build network </li></ul></ul><ul><ul><li>Discipline: Spend a few minutes each day </li></ul></ul>
  32. 32. Social Media Policies <ul><li>“ 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.” </li></ul><ul><li>- Mashable </li></ul>
  33. 33. Conclusion <ul><li>Social media is changing marketing </li></ul><ul><li>New way for you to engage with your buyers </li></ul><ul><li>Puts a lot of power in your hands </li></ul><ul><li>Don’t you want to engage with your customers and prospects? </li></ul>
  34. 34. Conclusion <ul><li>Thank you </li></ul><ul><li>Q & A / Discussion </li></ul>

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