What Businesses Need to Know Presented by Cheryl Bella, Sr. Vice President The Firm Public Relations & Marketing Social Media: Opportunities & Challenges

Debunking Myths – Social Media . . . Will save my business Doesn’t cost anything Must be used by EVERY company that wants to be successful Is all the marketing I need

Will save my business

Doesn’t cost anything

Must be used by EVERY company that wants to be successful

Is all the marketing I need

Real Benefit Provides a new way to engage and communicate with your customers

Examples of Social Media Blogs Corporate, Personal Typepad, Wordpress, iWeb, etc. Social Networking Sites Facebook, MySpace, LinkedIn, Plaxo, etc. Microblogging Sites Twitter, Plurk, etc.

Blogs

Corporate, Personal

Typepad, Wordpress, iWeb, etc.

Social Networking Sites

Facebook, MySpace, LinkedIn, Plaxo, etc.

Microblogging Sites

Twitter, Plurk, etc.

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

Pod and Video Casts

YouTube, Veoh, Vimeo, etc.

Photo Sharing Sites

Flikr, Photobucket, Zoomr, etc.

Wikis

Wikipedia, wikiHow, industry- company-specific

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.

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.

What Tools Have in Common Using technology for social interaction – sharing & discussing Provide opportunities to build communities Incorporate or are based on user-generated content

Using technology for social interaction – sharing & discussing

Provide opportunities to build communities

Incorporate or are based on user-generated content

What Social Media Is Online relationship building Including your customers in the discussion Adding value

Online relationship building

Including your customers in the discussion

Adding value

Focus On Two Things How relationships can change, not on the tools themselves How social media fits in with your current marketing plan

How relationships can change, not on the tools themselves

How social media fits in with your current marketing plan

These may be Web 2.0 tools but the same basic Marketing 101 rules apply

These may be Web 2.0 tools but the same basic Marketing 101 rules apply

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

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

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

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/

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)

Interesting Facts & Figures Men 18-27 41% are Creators 59% are Joiners 22% are Inactive From Groundswell , Charlene Li & Josh Bernoff

Men 18-27

41% are Creators

59% are Joiners

22% are Inactive

Interesting Facts & Figures Older Americans, 52-62 8% are Creators 8% are Joiners 55% are Inactive From Groundswell , Charlene Li & Josh Bernoff

Older Americans, 52-62

8% are Creators

8% are Joiners

55% are Inactive

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

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%)

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

Older Americans, 52-62

8% are Creators

8% are Joiners

55% are Inactive

39% are Spectators

Don’t Get Overwhelmed Focus on the categories of social media, not the tools themselves Consider your resources & commitment you want to make Find experts who can keep you up-to-date & summarize tools for you Start by following what others are doing

Focus on the categories of social media, not the tools themselves

Consider your resources & commitment you want to make

Find experts who can keep you up-to-date & summarize tools for you

Start by following what others are doing

Corporate Blogs www.blogsouthwest.com

Corporate Blogs www.mystarbucksidea.com

Twitter ( www.twitter.com )

Twitter ( www.twitter.com )

Twitter ( www.twitter.com )

LinkedIn ( www.linkedin.com )

LinkedIn ( www.linkedin.com )

LinkedIn ( www.linkedin.com )

Facebook ( www.facebook.com )

Facebook ( www.facebook.com )

Facebook ( www.facebook.com)

Facebook ( www.facebook.com)

Video Casts ( www.YouTube.com ) Pay News Network YouTube Channel - IRS Service Announcement http://www.youtube.com/user/paynewsnetwork

Video Casts (www.YouTube.com) http://www.youtube.com/user/Blendtec

Blog ( www.earthhourlv.org )

Blog ( www.earthhourlv.org )

Facebook ( www.facebook.com )

Twitter ( www.twitter.com )

Video Casts ( www.YouTube.com )

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

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

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

Comfortable watching TV through non-traditional means

Active online purchasers

Resistant to unwelcome advertising

Reviews/Rating http://www.yelp.com/biz/the-apple-pan-los-angeles

Reviews/Ratings Reviewer A: I'm just not impressed by the hamburgers. They're not all they're hyped up to be, the wait is always crazy during peak hours.. I'd rather get a cheaper equivalent from in N out. Reviewer B: To take a walk back in time, when quality and quantity was king, this is the place.

Handling Negative Comments Don’t enter into an argument Can take off-line Stay factual Correct misinformation Apply basic customer service skills People just need to vent Recognize & acknowledge your evangelists

Don’t enter into an argument

Can take off-line

Stay factual

Correct misinformation

Apply basic customer service skills

People just need to vent

Recognize & acknowledge your evangelists

Handling Negative Comments http://moblogsmoproblems.blogspot.com (February 17, 2009)

Focus on how relationships are changing, not on the tools themselves Don’t do it just to do it Where does social media fit into your current marketing plan Bring in individual tools as needed Find sources who can keep you up-to-date You don’t personally have to try every tool Identify and rely on a few good experts Recap: Tips to Remaining Sane

Focus on how relationships are changing, not on the tools themselves

Don’t do it just to do it

Where does social media fit into your current marketing plan

Bring in individual tools as needed

Find sources who can keep you up-to-date

You don’t personally have to try every tool

Identify and rely on a few good experts

People I Follow Mack Collier - Viral Garden http://moblogsmoproblems.blogspot.com/ Forrester Research http://blogs.forrester.com/groundswell/ Robert Scoble http://scobleizer.com/ CNET News http://news.cnet.com/webware/ David Pogue http://pogue.blogs.nytimes.com/

Mack Collier - Viral Garden

http://moblogsmoproblems.blogspot.com/

Forrester Research

http://blogs.forrester.com/groundswell/

Robert Scoble

http://scobleizer.com/

CNET News

http://news.cnet.com/webware/

David Pogue

http://pogue.blogs.nytimes.com/

Articles, blog URLs, online resources Del.icio.us.com – cherylbella7 Look me up, become part of my network Presentation Resources

Articles, blog URLs, online resources

Del.icio.us.com – cherylbella7

Look me up, become part of my network

www.thefirmpr.com/resources Presentation Resources

www.thefirmpr.com/resources

Questions?