Overview of Social Media

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Social Media Overview presented at the 2009 Independent Photo Imagers Members Meeting & Trade Show

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Overview of Social Media

  1. 1. Social Media: Opportunities & Challenges Presented at the 2009 Independent Photo Imagers Members Meeting & Trade Show by Cheryl Bella
  2. 2. Debunking Myths – Social Media . . . ► Doesn’t cost anything ► Mustbe used by EVERY company that wants to be successful ► Is all the marketing I need
  3. 3. Real Benefit Provides a new way to engage and communicate with your customers
  4. 4. Examples of Social Media ► Blogs  Corporate, Personal  Typepad, Wordpress, iWeb, etc. ► Social Networking Sites  Facebook, MySpace, LinkedIn, Plaxo, etc. ► Microblogging Sites  Twitter, Plurk, etc.
  5. 5. Examples of Social Media ► Pod and Video Casts  YouTube, Veoh, Vimeo, etc. ► Photo Sharing Sites  Flikr, Photobucket, Zoomr, etc. ► Wikis  Wikipedia, wikiHow, industry- company-specific
  6. 6. Examples of Social Media ► Forums, Ratings, Reviews  Yelp.com, Rotten Tomatoes, Trip Advisor, etc. ► Tags  Delicious.com, Digg, Stumble Upon, etc. ► Virtual Worlds  Second Life, There.com, etc. ► Aggregating Sites  Netvibes, Pageflakes, etc.
  7. 7. What Tools Have in Common ► Usingtechnology for social interaction – sharing & discussing ► Provide opportunities to build online communities ► Incorporate or are based on user-generated content
  8. 8. Social Media Must ► Include your customers in the discussion ► Add value ► Beintegrated into your current marketing efforts
  9. 9. These may be Web 2.0 tools but the same basic Marketing 101 rules apply
  10. 10. Survey ► Read blogs, watch videos, read ratings & reviews ► Have a social networking page ► Use RSS feeds, add tags to Web pages or photos ► Post ratings or reviews, comment on blogs, add to online wikis ► Publish a blog, upload & share videos, write & publish online at least monthly
  11. 11. Social Technographics Ladder Publish & upload Post ratings & reviews, comment on blogs Tag pages, use RSS feeds Have social networking page Read and watch From Groundswell, Charlene Li & Josh Bernoff
  12. 12. Groundswell Forrester Research - Charlene Li - Josh Bernoff http://www.forrester.com/Groundswell/book.html
  13. 13. Profile of Online US Adults ► Creators – 21% (up from 18% in 2007) ► Critics – 37% (up from 25% in 2007) ► Collectors – 19% (up from 12% in 2007) ► Joiners – 35% (up from 25% in 2007) ► Spectators – 69% (up from 48% in 2007) ► Inactives – 25% (down from 44% in 2007) From Groundswell, Charlene Li & Josh Bernoff; 2008 figures from http://www.forrester.com/Groundswell/
  14. 14. Interesting Facts & Figures Men & Women 18-27 yrs old 60 50 40 30 Men 20 Women 10 0 Creators Collectors Joiners Inactive From Groundswell, Charlene Li & Josh Bernoff
  15. 15. Interesting Facts & Figures Alpha Moms & U.S. Adults 60 50 40 30 Alpha Mom 20 U.S. Adult 10 0 Creators Critics Spectator From Groundswell, Charlene Li & Josh Bernoff
  16. 16. Interesting Facts & Figures Small Business Owners (2007) ► 25% were Creators (vs 18%) ► 31% were Critics (vs 25%) ► 17% were Collectors (vs 12%) ► 24% were Joiners (vs 25%) ► 53% were Spectators (vs 48%) ► 38% were Inactive (vs 44%) From Groundswell, Charlene Li & Josh Bernoff
  17. 17. Podcast Facts & Figures ► Americans who downloaded & listened to audio podcast – up from 13-18%, 2007-2008 ► More likely to have college degree ► Household income > $75K/year ► 53% of podcast listeners are men; 47% women From Edison Research, The Podcast Consumer Revealed 2008
  18. 18. Podcast Facts & Figures ► Comfortable watching TV through non- traditional means ► Active online purchasers ► Resistant to unwelcome advertising From Edison Research, The Podcast Consumer Revealed 2008
  19. 19. Interesting Facts & Figures Older Americans, 52-62  8% are Creators  8% are Joiners  55% are Inactive ► 39% are Spectators From Groundswell, Charlene Li & Josh Bernoff
  20. 20. Where to Start - #1 ► Don’t get overwhelmed - Focus on the categories of social media, not the tools themselves
  21. 21. Where to Start - #2 ► Consideryour resources & commitment you want to make
  22. 22. Where to Start - #3 ► Find experts who can keep you up-to-date & summarize tools for you
  23. 23. Where to Start - #4 ► Start by following what others are doing
  24. 24. Company Blogs http://buildingabakery.blogspot.com/
  25. 25. Twitter (www.twitter.com)
  26. 26. Twitter (www.twitter.com) http://twitter.com/photobabble
  27. 27. Video Casts (www.YouTube.com) http://www.youtube.com/user/Blendtec
  28. 28. Tennessee Aquarium
  29. 29. Tennessee Aquarium
  30. 30. Afternoon Session ► How to use social media with no investment in social media ► Review specific photo industry examples of social media sites ► List of people/companies to follow ► How you can become a Spectator, Joiner & Creator ► Challenges facing the industry  Legal issues  Competition
  31. 31. Additional Resources ► www.delicious.com  cherylbella7  Links to articles on using social media ► www.linkedin.com ► www.slideshare.net  CherylBella
  32. 32. Questions?

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