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COMET BRANDING | HELLO |




                  Social Media 101




comet b ra n d i n g        marketing + public relatio...
SOCIAL MEDIA | OVERVIEW |




      Chapter 1: What is social media?

      Chapter 2: Social media for business

      Ch...
WHAT IS | CHAPTER 1: WHAT IS SOCIAL MEDIA? |




              Chapter 1: What is social media?
              Why “social”...
SOCIAL MEDIA | READ ALL ABOUT IT? |




comet b ra n d i n g                   marketing + public relations evolved
SOCIAL MEDIA | READ ALL ABOUT IT? |




comet b ra n d i n g                   marketing + public relations evolved
SOCIAL MEDIA | READ ALL ABOUT IT? |




comet b ra n d i n g                   marketing + public relations evolved
SOCIAL MEDIA | READ ALL ABOUT IT? |




comet b ra n d i n g                   marketing + public relations evolved
SOCIAL MEDIA | READ ALL ABOUT IT? |




comet b ra n d i n g                   marketing + public relations evolved
SOCIAL MEDIA | READ ALL ABOUT IT? |




comet b ra n d i n g                   marketing + public relations evolved
SOCIAL MEDIA | READ ALL ABOUT IT? |




comet b ra n d i n g                   marketing + public relations evolved
SOCIAL MEDIA | READ ALL ABOUT IT? |




comet b ra n d i n g                   marketing + public relations evolved
SOCIAL MEDIA | READ ALL ABOUT IT? |




comet b ra n d i n g                   marketing + public relations evolved
WHAT IS | SOCIAL MEDIA? |



      Any online media that enables people to interact with one another.

      Also referred...
WHAT IS | SOCIAL MEDIA? |




comet b ra n d i n g         marketing + public relations evolved
WHAT IS | SOCIAL MEDIA? |



      Content created by people using highly accessible and scalable
      publishing technol...
WHAT IS | SOCIAL MEDIA? |



      Content created by people using highly accessible and scalable
      publishing technol...
WHAT IS | SOCIAL MEDIA? |



      Content created by people using highly accessible and scalable
      publishing technol...
WHAT IS | SOCIAL MEDIA? |



      Content created by people using highly accessible and scalable
      publishing technol...
WHAT IS | SOCIAL MEDIA? |



      Content created by people using highly accessible and scalable
      publishing technol...
WHAT IS | SOCIAL MEDIA? |



      Content created by people using highly accessible and scalable
      publishing technol...
SOCIAL MEDIA | BRAND MAP |




comet b ra n d i n g          marketing + public relations evolved
                        ...
SOCIAL MEDIA | BRAND MAP |




                                YOUR
                              PERSONAL
               ...
SOCIAL MEDIA | BRAND MAP |




                                                COMPANY




                               ...
SOCIAL MEDIA | BRAND MAP |




                                                COMPANY




                               ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
COMPANY

 SOCIAL MEDIA | BRAND MAP |




                                                     Y




                      ...
SOCIAL MEDIA | WHY? What’s the big deal? |




comet b ra n d i n g                          branding + public relations e...
SOCIAL MEDIA | WHY? What’s the big deal? |




          What’s the big deal about social media?




comet b ra n d i n g ...
SOCIAL MEDIA | WHY? What’s the big deal? |




          What’s the big deal about social media?

          1. Immensely m...
SOCIAL MEDIA | WHY? What’s the big deal? |




          What’s the big deal about social media?

          1. Immensely m...
SOCIAL MEDIA | WHY? What’s the big deal? |




          What’s the big deal about social media?

          1. Immensely m...
SOCIAL MEDIA | WHY? What’s the big deal? |




          What’s the big deal about social media?

          1. Immensely m...
SOCIAL MEDIA | WHY? What’s the big deal? |




comet b ra n d i n g                          branding + public relations e...
SOCIAL MEDIA | WHY? What’s the big deal? |




          2. Flexible and customizable.




comet b ra n d i n g           ...
SOCIAL MEDIA | WHY? What’s the big deal? |




          2. Flexible and customizable.

                 As many customer ...
SOCIAL MEDIA | WHY? What’s the big deal? |




          2. Flexible and customizable.

                 As many customer ...
SOCIAL MEDIA | WHY? What’s the big deal? |




          2. Flexible and customizable.

                 As many customer ...
SOCIAL MEDIA | WHY? What’s the big deal? |




          2. Flexible and customizable.

                 As many customer ...
SOCIAL MEDIA | WHY? What’s the big deal? |




                                                                     *Hubsp...
SOCIAL MEDIA | WHY? What’s the big deal? |




          3. Less money and better results (*61% lower cost per lead) than
...
SOCIAL MEDIA | WHY? What’s the big deal? |




          3. Less money and better results (*61% lower cost per lead) than
...
SOCIAL MEDIA | WHY? What’s the big deal? |




          3. Less money and better results (*61% lower cost per lead) than
...
SOCIAL MEDIA | WHY? What’s the big deal? |




comet b ra n d i n g                          branding + public relations e...
SOCIAL MEDIA | WHY? What’s the big deal? |




          6. Employees are already using social media, maybe even on your
 ...
SOCIAL MEDIA | WHY? What’s the big deal? |




          6. Employees are already using social media, maybe even on your
 ...
SOCIAL MEDIA | WHY? What’s the big deal? |




          6. Employees are already using social media, maybe even on your
 ...
SOCIAL MEDIA | WHY? What’s the big deal? |




          6. Employees are already using social media, maybe even on your
 ...
SOCIAL MEDIA | WHY? What’s the big deal? |




          6. Employees are already using social media, maybe even on your
 ...
SOCIAL MEDIA | CATEGORIES |




comet b ra n d i n g           branding + public relations evolved
SOCIAL MEDIA | CATEGORIES |




               1.     Networking sites: social, business, both




comet b ra n d i n g   ...
SOCIAL MEDIA | CATEGORIES |




               1.     Networking sites: social, business, both

               2.     Blog...
SOCIAL MEDIA | CATEGORIES |




               1.     Networking sites: social, business, both

               2.     Blog...
SOCIAL MEDIA | CATEGORIES |




               1.     Networking sites: social, business, both

               2.     Blog...
SOCIAL MEDIA | CATEGORIES |




               1.     Networking sites: social, business, both

               2.     Blog...
SOCIAL MEDIA | CATEGORIES |




               1.     Networking sites: social, business, both

               2.     Blog...
SOCIAL MEDIA | CATEGORIES |




               1.     Networking sites: social, business, both

               2.     Blog...
SOCIAL MEDIA | NETWORKING SITES |




                                     Online communities of people who
              ...
SOCIAL MEDIA | BLOGS & MICROBLOGS |
                                       Word derived from “web log”.

                 ...
SOCIAL MEDIA | FORUMS & DISCUSSION BOARDS |




           43,800 members                           1 million+ members



...
SOCIAL MEDIA | CONTENT-SHARING SITES |




                  Photos                                 Video




           S...
SOCIAL MEDIA | SOCIAL BOOKMARKING |




                                       Method for Internet users to store,
       ...
SOCIAL MEDIA | WIKIS |




                          Web site that uses a speci c kind of
                          softwa...
SOCIAL MEDIA | TOOLS |



                          Web-based or desk top applications that
                          enab...
SOCIAL MEDIA | CHAPTER 2: WHO USES IT? |




comet b ra n d i n g                        branding + public relations evolv...
SOCIAL MEDIA | CHAPTER 2: WHO USES IT? |




          Chapter 2: Who uses social media and how?




comet b ra n d i n g ...
SOCIAL MEDIA | CHAPTER 2: WHO USES IT? |




          Chapter 2: Who uses social media and how?

          User demograph...
SOCIAL MEDIA | CHAPTER 2: WHO USES IT? |




          Chapter 2: Who uses social media and how?

          User demograph...
SOCIAL MEDIA | CHAPTER 2: WHO USES IT? |




          Chapter 2: Who uses social media and how?

          User demograph...
SOCIAL MEDIA | USER DEMOGRAPHICS |




comet b ra n d i n g                  branding + public relations evolved
SOCIAL MEDIA | USER DEMOGRAPHICS |




      •   Each site has its own demographic pattern and usage statistics.




comet...
SOCIAL MEDIA | USER DEMOGRAPHICS |




      •   Each site has its own demographic pattern and usage statistics.

      • ...
SOCIAL MEDIA | USER DEMOGRAPHICS |




      •   Each site has its own demographic pattern and usage statistics.

      • ...
SOCIAL MEDIA | USER TRENDS: BIG FOUR |

           Founded 2006                            Founded 2003




           Fou...
SOCIAL MEDIA | WHO USES FACEBOOK? |




    US: 91.2 m




                                                               ...
SOCIAL MEDIA | WHO USES LINKEDIN? |

                           US: 12.8 m
                          Global: 25.2 m




co...
SOCIAL MEDIA | WHO USES TWITTER? |




     US monthly visitors: 27.6 m




     52% Age 35+                      56% High...
SOCIAL MEDIA | WHO USES YOUTUBE? |

                             US: 82.4 m




comet b ra n d i n g                      ...
SOCIAL MEDIA | STRATEGIC USES |




comet b ra n d i n g               marketing + public relations evolved
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications




comet b ra n d i n g                   marketin...
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications
         •   Brand awareness




comet b ra n d i n...
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications
         •   Brand awareness
         •   Selling

...
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications
         •   Brand awareness
         •   Selling
 ...
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications
         •   Brand awareness
         •   Selling
 ...
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications
         •   Brand awareness
         •   Selling
 ...
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications
         •   Brand awareness
         •   Selling
 ...
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications
         •   Brand awareness
         •   Selling
 ...
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications
         •   Brand awareness
         •   Selling
 ...
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications
         •   Brand awareness
         •   Selling
 ...
SOCIAL MEDIA | STRATEGIC USES |


         •   Internal communications
         •   Brand awareness
         •   Selling
 ...
SOCIAL MEDIA | APPLICATIONS FOR BUSINESS |




comet b ra n d i n g                          marketing + public relations ...
SOCIAL MEDIA | APPLICATIONS FOR BUSINESS |




       Who is doing it well?




comet b ra n d i n g                      ...
SOCIAL MEDIA | APPLICATIONS FOR BUSINESS |




       Who is doing it well?
       •   Dell: Making money on Twitter.




...
SOCIAL MEDIA | APPLICATIONS FOR BUSINESS |




       Who is doing it well?
       •   Dell: Making money on Twitter.
    ...
SOCIAL MEDIA | APPLICATIONS FOR BUSINESS |




       Who is doing it well?
       •   Dell: Making money on Twitter.
    ...
SOCIAL MEDIA | APPLICATIONS FOR BUSINESS |




       Who is doing it well?
       •   Dell: Making money on Twitter.
    ...
SOCIAL MEDIA | DELL |




     *Dell’s Social Media Goals

     1. Enter into conversations with customers everyday in eve...
SOCIAL MEDIA | DELL |




 Dell’s platforms:

 •   Selling

 •   Brand

 •   Community




comet b ra n d i n g     market...
SOCIAL MEDIA | DELL |




Dell cashes in on Twitter:

•   Sales

•   Brand

•   Community




comet b ra n d i n g        ...
SOCIAL MEDIA | SUN MICROSYSTEMS |




                                                  CEO blog -Jonathan Schwartz:

    ...
SOCIAL MEDIA | HSBC |




Business Network:

•   Brand

•   Community-building

•   Multi-media engagement

•   Research

...
SOCIAL MEDIA | BLENDTEC |




                                     Will It Blend?: Unlikely hero

                        ...
SOCIAL MEDIA | MEASUREMENT & ROI |




comet b ra n d i n g                  marketing + public relations evolved
SOCIAL MEDIA | MEASUREMENT & ROI |




      Many tools are available to tie activity to outcomes:




comet b ra n d i n ...
SOCIAL MEDIA | MEASUREMENT & ROI |




      Many tools are available to tie activity to outcomes:




      With clear an...
SOCIAL MEDIA | MEASUREMENT & ROI |




      Many tools are available to tie activity to outcomes:




      With clear an...
SOCIAL MEDIA | CHAPTER 2: RECAP |




comet b ra n d i n g                 marketing + public relations evolved
SOCIAL MEDIA | CHAPTER 2: RECAP |




      Who uses social media? Just about everyone.




comet b ra n d i n g          ...
SOCIAL MEDIA | CHAPTER 2: RECAP |




      Who uses social media? Just about everyone.

      How are companies and brand...
SOCIAL MEDIA | CHAPTER 2: RECAP |




      Who uses social media? Just about everyone.

      How are companies and brand...
SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? |




comet b ra n d i n g                          marketing + public relations ...
SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? |




        Chapter 3: Are You Ready?




comet b ra n d i n g                 ...
SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? |




        Chapter 3: Are You Ready?

        Is your business ready to levera...
SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? |




        Chapter 3: Are You Ready?

        Is your business ready to levera...
SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? |




        Chapter 3: Are You Ready?

        Is your business ready to levera...
SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? |




        Chapter 3: Are You Ready?

        Is your business ready to levera...
SOCIAL MEDIA | PROCESSES |




comet b ra n d i n g          marketing + public relations evolved
SOCIAL MEDIA | PROCESSES |




      INTERNAL BUY-IN?




comet b ra n d i n g          marketing + public relations evolv...
SOCIAL MEDIA | PROCESSES |




      INTERNAL BUY-IN?
      •   Is management team on board?




comet b ra n d i n g     ...
SOCIAL MEDIA | PROCESSES |




      INTERNAL BUY-IN?
      •   Is management team on board?
      •   Approvals for real ...
SOCIAL MEDIA | PROCESSES |




      INTERNAL BUY-IN?
      •   Is management team on board?
      •   Approvals for real ...
SOCIAL MEDIA | PROCESSES |




      INTERNAL BUY-IN?
      •   Is management team on board?
      •   Approvals for real ...
SOCIAL MEDIA | CONSIDERATIONS |




comet b ra n d i n g               marketing + public relations evolved
SOCIAL MEDIA | CONSIDERATIONS |




      COMMUNICATIONS POLICY.




comet b ra n d i n g               marketing + public...
SOCIAL MEDIA | CONSIDERATIONS |




      COMMUNICATIONS POLICY.
      •   Do you have one today?




comet b ra n d i n g...
SOCIAL MEDIA | CONSIDERATIONS |




      COMMUNICATIONS POLICY.
      •   Do you have one today?
      •   Does it clarif...
SOCIAL MEDIA | CONSIDERATIONS |




      COMMUNICATIONS POLICY.
      •   Do you have one today?
      •   Does it clarif...
SOCIAL MEDIA | CONSIDERATIONS |




      COMMUNICATIONS POLICY.
      •   Do you have one today?
      •   Does it clarif...
SOCIAL MEDIA | CONSIDERATIONS |




comet b ra n d i n g               marketing + public relations evolved
SOCIAL MEDIA | CONSIDERATIONS |




      CLEARLY DEFINED BRAND GOALS.




comet b ra n d i n g                 marketing ...
SOCIAL MEDIA | CONSIDERATIONS |




      CLEARLY DEFINED BRAND GOALS.
      •   It is widely understood by all involved?
...
SOCIAL MEDIA | CONSIDERATIONS |




      CLEARLY DEFINED BRAND GOALS.
      •   It is widely understood by all involved?
...
SOCIAL MEDIA | CONSIDERATIONS |




      CLEARLY DEFINED BRAND GOALS.
      •   It is widely understood by all involved?
...
SOCIAL MEDIA | CONSIDERATIONS |




comet b ra n d i n g               marketing + public relations evolved
SOCIAL MEDIA | CONSIDERATIONS |




      STAFF / RESOURCES AVAILABLE.




comet b ra n d i n g                 marketing ...
SOCIAL MEDIA | CONSIDERATIONS |




      STAFF / RESOURCES AVAILABLE.
      •   Do you have the required staff/resources ...
SOCIAL MEDIA | CONSIDERATIONS |




      STAFF / RESOURCES AVAILABLE.
      •   Do you have the required staff/resources ...
SOCIAL MEDIA | CONSIDERATIONS |




      STAFF / RESOURCES AVAILABLE.
      •   Do you have the required staff/resources ...
SOCIAL MEDIA | CONSIDERATIONS |




comet b ra n d i n g               marketing + public relations evolved
SOCIAL MEDIA | CONSIDERATIONS |




      CONTENT AVAILABILITY / MEDIA ASSETS.




comet b ra n d i n g                  m...
SOCIAL MEDIA | CONSIDERATIONS |




      CONTENT AVAILABILITY / MEDIA ASSETS.
      •   Company stories




comet b ra n ...
SOCIAL MEDIA | CONSIDERATIONS |




      CONTENT AVAILABILITY / MEDIA ASSETS.
      •   Company stories
      •   Images,...
SOCIAL MEDIA | CONSIDERATIONS |




      CONTENT AVAILABILITY / MEDIA ASSETS.
      •   Company stories
      •   Images,...
SOCIAL MEDIA | CONSIDERATIONS |




      CONTENT AVAILABILITY / MEDIA ASSETS.
      •   Company stories
      •   Images,...
SOCIAL MEDIA | CONSIDERATIONS |




      CONTENT AVAILABILITY / MEDIA ASSETS.
      •   Company stories
      •   Images,...
SOCIAL MEDIA | CONSIDERATIONS |




comet b ra n d i n g               marketing + public relations evolved
SOCIAL MEDIA | CONSIDERATIONS |




      TECHNICAL INFRASTRUCTURE.




comet b ra n d i n g               marketing + pub...
SOCIAL MEDIA | CONSIDERATIONS |




      TECHNICAL INFRASTRUCTURE.
      •   Who updates Web site content?




comet b ra...
SOCIAL MEDIA | CONSIDERATIONS |




      TECHNICAL INFRASTRUCTURE.
      •   Who updates Web site content?
      •   Are ...
SOCIAL MEDIA | CONSIDERATIONS |




      TECHNICAL INFRASTRUCTURE.
      •   Who updates Web site content?
      •   Are ...
SOCIAL MEDIA | CONSIDERATIONS |




      TECHNICAL INFRASTRUCTURE.
      •   Who updates Web site content?
      •   Are ...
SOCIAL MEDIA | CONSIDERATIONS |




comet b ra n d i n g               marketing + public relations evolved
SOCIAL MEDIA | CONSIDERATIONS |




      INDUSTRY REGULATIONS / LEGAL IMPLICATIONS.




comet b ra n d i n g             ...
SOCIAL MEDIA | CONSIDERATIONS |




      INDUSTRY REGULATIONS / LEGAL IMPLICATIONS.
      •   Industry heavily regulated?...
SOCIAL MEDIA | CONSIDERATIONS |




      INDUSTRY REGULATIONS / LEGAL IMPLICATIONS.
      •   Industry heavily regulated?...
SOCIAL MEDIA | CONSIDERATIONS |




      INDUSTRY REGULATIONS / LEGAL IMPLICATIONS.
      •   Industry heavily regulated?...
SOCIAL MEDIA | CONSIDERATIONS |




      INDUSTRY REGULATIONS / LEGAL IMPLICATIONS.
      •   Industry heavily regulated?...
SOCIAL MEDIA | EXPECTATIONS |




comet b ra n d i n g             marketing + public relations evolved
SOCIAL MEDIA | EXPECTATIONS |




   Rome wasn’t
   built in a day:
   takes time to
   build
   community.




comet b ra...
SOCIAL MEDIA | EXPECTATIONS |




comet b ra n d i n g             marketing + public relations evolved
SOCIAL MEDIA | EXPECTATIONS |




Can’t have rainbows
without the rain:
expect critics.




comet b ra n d i n g          ...
SOCIAL MEDIA | EXPECTATIONS |




comet b ra n d i n g             marketing + public relations evolved
SOCIAL MEDIA | EXPECTATIONS |

                        Open kimono policy applies: be transparent and authentic.




comet...
SOCIAL MEDIA | EXPECTATIONS |




comet b ra n d i n g             marketing + public relations evolved
SOCIAL MEDIA | EXPECTATIONS |




       Sad clowns are
       confusing (and
       creepy): stay
       consistent with
...
SOCIAL MEDIA | EXPECTATIONS |




comet b ra n d i n g             marketing + public relations evolved
SOCIAL MEDIA | EXPECTATIONS |




     Don’t let jerks
     sidetrack your
     efforts: ensure
     alignment with
     b...
SOCIAL MEDIA | EXPECTATIONS |




comet b ra n d i n g             marketing + public relations evolved
SOCIAL MEDIA | EXPECTATIONS |




       Can’t put the
       genie back in the
       bottle: discretion
       is paramo...
SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? |




comet b ra n d i n g                      marketing + public relations evolved
SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? |




        Chapter 4: What comes next?




comet b ra n d i n g                   ...
SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? |




        Chapter 4: What comes next?
        Purpose/Goals




comet b ra n d i ...
SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? |




        Chapter 4: What comes next?
        Purpose/Goals

        -   Strategy...
SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? |




        Chapter 4: What comes next?
        Purpose/Goals

        -   Strategy...
SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? |




        Chapter 4: What comes next?
        Purpose/Goals

        -   Strategy...
SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? |




        Chapter 4: What comes next?
        Purpose/Goals

        -   Strategy...
SOCIAL MEDIA | PROCESS |




comet b ra n d i n g        marketing + public relations evolved
SOCIAL MEDIA | PROCESS |



 STEP ONE | PLAN + RESEARCH.




comet b ra n d i n g           marketing + public relations e...
SOCIAL MEDIA | PROCESS |



 STEP ONE | PLAN + RESEARCH.

 DETERMINE goals/objectives. Awareness? Engagement? Online sales...
SOCIAL MEDIA | PROCESS |



 STEP ONE | PLAN + RESEARCH.

 DETERMINE goals/objectives. Awareness? Engagement? Online sales...
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Social Media 101

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Comprehensive high-level overview of social media: categories, examples, case studies and strategy.

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  • Transcript of "Social Media 101"

    1. 1. 1
    2. 2. COMET BRANDING | HELLO | Social Media 101 comet b ra n d i n g marketing + public relations evolved
    3. 3. SOCIAL MEDIA | OVERVIEW | Chapter 1: What is social media? Chapter 2: Social media for business Chapter 3: Are you ready? Chapter 4: So now what? comet b ra n d i n g branding + public relations evolved
    4. 4. WHAT IS | CHAPTER 1: WHAT IS SOCIAL MEDIA? | Chapter 1: What is social media? Why “social” is applicable to business What is social media doing to how businesses communicate internally and externally? Categories of social media platforms What’s the big deal about social media? comet b ra n d i n g branding + public relations evolved
    5. 5. SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
    6. 6. SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
    7. 7. SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
    8. 8. SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
    9. 9. SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
    10. 10. SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
    11. 11. SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
    12. 12. SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
    13. 13. SOCIAL MEDIA | READ ALL ABOUT IT? | comet b ra n d i n g marketing + public relations evolved
    14. 14. WHAT IS | SOCIAL MEDIA? | Any online media that enables people to interact with one another. Also referred to as: • Web 2.0 • Digital media • New media • Social networking comet b ra n d i n g branding + public relations evolved
    15. 15. WHAT IS | SOCIAL MEDIA? | comet b ra n d i n g marketing + public relations evolved
    16. 16. WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. comet b ra n d i n g marketing + public relations evolved
    17. 17. WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. comet b ra n d i n g marketing + public relations evolved
    18. 18. WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. A fusion of sociology and technology comet b ra n d i n g marketing + public relations evolved
    19. 19. WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. A fusion of sociology and technology Monologues become dialogues comet b ra n d i n g marketing + public relations evolved
    20. 20. WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. A fusion of sociology and technology Monologues become dialogues People change from content readers into publishers comet b ra n d i n g marketing + public relations evolved
    21. 21. WHAT IS | SOCIAL MEDIA? | Content created by people using highly accessible and scalable publishing technologies. A shift in how people discover, read and share news, information and content. A fusion of sociology and technology Monologues become dialogues People change from content readers into publishers Allows people to connect in the online world to form both personal and business relationships. comet b ra n d i n g marketing + public relations evolved
    22. 22. SOCIAL MEDIA | BRAND MAP | comet b ra n d i n g marketing + public relations evolved 8
    23. 23. SOCIAL MEDIA | BRAND MAP | YOUR PERSONAL BRAND comet b ra n d i n g marketing + public relations evolved 8
    24. 24. SOCIAL MEDIA | BRAND MAP | COMPANY Y COM PAN YOUR PAN COM PERSONAL Y BRAND CO NY MP PA AN M Y CO comet b ra n d i n g marketing + public relations evolved 8
    25. 25. SOCIAL MEDIA | BRAND MAP | COMPANY Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP PA AN M Y CO comet b ra n d i n g marketing + public relations evolved 8
    26. 26. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP PA AN M Y CO comet b ra n d i n g marketing + public relations evolved 8
    27. 27. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP COM AN M PA Y CO PAN CO-WORKER’S Y PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    28. 28. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    29. 29. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    30. 30. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND CO NY MP COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    31. 31. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    32. 32. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    33. 33. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN YOUR COMPANY PAN COM PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    34. 34. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    35. 35. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    36. 36. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND COMPANY Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    37. 37. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND Other COMPANY “Friends” Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    38. 38. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND Other COMPANY “Friends” Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    39. 39. COMPANY SOCIAL MEDIA | BRAND MAP | Y COM PAN CO-WORKER’S PAN COM PERSONAL Y BRAND Other COMPANY “Friends” Y AN MP CO Y COM PAN Your YOUR COMPANY PAN COM Friends PERSONAL BRAND Y BRAND Your Y CO Family MP N COM AN M PA Y CO PAN Your CO-WORKER’S Y Clients PERSONAL BRAND CO Y MP PAN AN Y OM comet b ra n d i n g C marketing + public relations evolved 8
    40. 40. SOCIAL MEDIA | WHY? What’s the big deal? | comet b ra n d i n g branding + public relations evolved
    41. 41. SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? comet b ra n d i n g branding + public relations evolved
    42. 42. SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? 1. Immensely measurable. comet b ra n d i n g branding + public relations evolved
    43. 43. SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? 1. Immensely measurable. Nearly real-time response rates. comet b ra n d i n g branding + public relations evolved
    44. 44. SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? 1. Immensely measurable. Nearly real-time response rates. Many interactions can be tracked all the way from initial touchpoint to close of a sale. comet b ra n d i n g branding + public relations evolved
    45. 45. SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? 1. Immensely measurable. Nearly real-time response rates. Many interactions can be tracked all the way from initial touchpoint to close of a sale. It doesn’t get any better than that. comet b ra n d i n g branding + public relations evolved
    46. 46. SOCIAL MEDIA | WHY? What’s the big deal? | comet b ra n d i n g branding + public relations evolved
    47. 47. SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. comet b ra n d i n g branding + public relations evolved
    48. 48. SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. As many customer touchpoints as your company is able to manage effectively. comet b ra n d i n g branding + public relations evolved
    49. 49. SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. As many customer touchpoints as your company is able to manage effectively. Useful for multiple people within an organization, not just marketing and PR. comet b ra n d i n g branding + public relations evolved
    50. 50. SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. As many customer touchpoints as your company is able to manage effectively. Useful for multiple people within an organization, not just marketing and PR. Product managers, customer service, senior executives and junior staff can all play a strategic part. comet b ra n d i n g branding + public relations evolved
    51. 51. SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. As many customer touchpoints as your company is able to manage effectively. Useful for multiple people within an organization, not just marketing and PR. Product managers, customer service, senior executives and junior staff can all play a strategic part. comet b ra n d i n g branding + public relations evolved
    52. 52. SOCIAL MEDIA | WHY? What’s the big deal? | *Hubspot comet b ra n d i n g branding + public relations evolved
    53. 53. SOCIAL MEDIA | WHY? What’s the big deal? | 3. Less money and better results (*61% lower cost per lead) than traditional media strategies. *Hubspot comet b ra n d i n g branding + public relations evolved
    54. 54. SOCIAL MEDIA | WHY? What’s the big deal? | 3. Less money and better results (*61% lower cost per lead) than traditional media strategies. 4. Establish deeper connections with your existing customers, increasing loyalty and building an army of brand ambassadors. *Hubspot comet b ra n d i n g branding + public relations evolved
    55. 55. SOCIAL MEDIA | WHY? What’s the big deal? | 3. Less money and better results (*61% lower cost per lead) than traditional media strategies. 4. Establish deeper connections with your existing customers, increasing loyalty and building an army of brand ambassadors. 5. Competition may already be there, shaping the industry discussion or possibly even telling your story for you- in a way you would not necessarily appreciate. *Hubspot comet b ra n d i n g branding + public relations evolved
    56. 56. SOCIAL MEDIA | WHY? What’s the big deal? | comet b ra n d i n g branding + public relations evolved
    57. 57. SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. comet b ra n d i n g branding + public relations evolved
    58. 58. SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way. comet b ra n d i n g branding + public relations evolved
    59. 59. SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way. 7. Customers are de nitely online. comet b ra n d i n g branding + public relations evolved
    60. 60. SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way. 7. Customers are de nitely online. Many are actively using social media, searching for information and support. They need someone to give it to them. comet b ra n d i n g branding + public relations evolved
    61. 61. SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way. 7. Customers are de nitely online. Many are actively using social media, searching for information and support. They need someone to give it to them. Add value to their search, and they’ll become advocates, not just customers. comet b ra n d i n g branding + public relations evolved
    62. 62. SOCIAL MEDIA | CATEGORIES | comet b ra n d i n g branding + public relations evolved
    63. 63. SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both comet b ra n d i n g branding + public relations evolved
    64. 64. SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs comet b ra n d i n g branding + public relations evolved
    65. 65. SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs 3. Forums & discussion boards comet b ra n d i n g branding + public relations evolved
    66. 66. SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs 3. Forums & discussion boards 4. Content-sharing: photos, video, knowledge comet b ra n d i n g branding + public relations evolved
    67. 67. SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs 3. Forums & discussion boards 4. Content-sharing: photos, video, knowledge 5. Social bookmarking comet b ra n d i n g branding + public relations evolved
    68. 68. SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs 3. Forums & discussion boards 4. Content-sharing: photos, video, knowledge 5. Social bookmarking 6. Wikis comet b ra n d i n g branding + public relations evolved
    69. 69. SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs & microblogs 3. Forums & discussion boards 4. Content-sharing: photos, video, knowledge 5. Social bookmarking 6. Wikis 7. Tools / Resources comet b ra n d i n g branding + public relations evolved
    70. 70. SOCIAL MEDIA | NETWORKING SITES | Online communities of people who share interests and/or activities. Most are Web based and provide a variety of ways for users to interact: e-mail, instant messaging and bulletin boards. comet b ra n d i n g branding + public relations evolved
    71. 71. SOCIAL MEDIA | BLOGS & MICROBLOGS | Word derived from “web log”. Combines text, images, and links to other blogs, Web pages, and other media related to its topic. Readers can comment on content. Microblogs, offer similar functionality, but in a limited number of characters per entry. comet b ra n d i n g branding + public relations evolved
    72. 72. SOCIAL MEDIA | FORUMS & DISCUSSION BOARDS | 43,800 members 1 million+ members 1,500+ members 26,000+ members comet b ra n d i n g branding + public relations evolved
    73. 73. SOCIAL MEDIA | CONTENT-SHARING SITES | Photos Video Slides, Presentations Audio comet b ra n d i n g branding + public relations evolved
    74. 74. SOCIAL MEDIA | SOCIAL BOOKMARKING | Method for Internet users to store, organize, search, and manage bookmarks; a system of content categorization. Users save links to Web pages that they want to remember and/or share. comet b ra n d i n g branding + public relations evolved
    75. 75. SOCIAL MEDIA | WIKIS | Web site that uses a speci c kind of software that allows multi-user and multi-location creation and editing of interlinked Web pages. comet b ra n d i n g branding + public relations evolved
    76. 76. SOCIAL MEDIA | TOOLS | Web-based or desk top applications that enable ease of use, measurement, integration of multiple platforms, etc. Many are free; some are subscriber- based. comet b ra n d i n g branding + public relations evolved
    77. 77. SOCIAL MEDIA | CHAPTER 2: WHO USES IT? | comet b ra n d i n g branding + public relations evolved
    78. 78. SOCIAL MEDIA | CHAPTER 2: WHO USES IT? | Chapter 2: Who uses social media and how? comet b ra n d i n g branding + public relations evolved
    79. 79. SOCIAL MEDIA | CHAPTER 2: WHO USES IT? | Chapter 2: Who uses social media and how? User demographics and trends comet b ra n d i n g branding + public relations evolved
    80. 80. SOCIAL MEDIA | CHAPTER 2: WHO USES IT? | Chapter 2: Who uses social media and how? User demographics and trends How are companies and brands using it? comet b ra n d i n g branding + public relations evolved
    81. 81. SOCIAL MEDIA | CHAPTER 2: WHO USES IT? | Chapter 2: Who uses social media and how? User demographics and trends How are companies and brands using it? Which companies and brands are using it well? comet b ra n d i n g branding + public relations evolved
    82. 82. SOCIAL MEDIA | USER DEMOGRAPHICS | comet b ra n d i n g branding + public relations evolved
    83. 83. SOCIAL MEDIA | USER DEMOGRAPHICS | • Each site has its own demographic pattern and usage statistics. comet b ra n d i n g branding + public relations evolved
    84. 84. SOCIAL MEDIA | USER DEMOGRAPHICS | • Each site has its own demographic pattern and usage statistics. • Data can be con icting from various sources; trends are more important than numbers. comet b ra n d i n g branding + public relations evolved
    85. 85. SOCIAL MEDIA | USER DEMOGRAPHICS | • Each site has its own demographic pattern and usage statistics. • Data can be con icting from various sources; trends are more important than numbers. • Changing constantly. comet b ra n d i n g branding + public relations evolved
    86. 86. SOCIAL MEDIA | USER TRENDS: BIG FOUR | Founded 2006 Founded 2003 Founded 2005 Founded 2004 comet b ra n d i n g source: Quantcast.com 9.09 branding + public relations evolved
    87. 87. SOCIAL MEDIA | WHO USES FACEBOOK? | US: 91.2 m source: istrategy comet b ra n d i n g labs branding + public relations evolved
    88. 88. SOCIAL MEDIA | WHO USES LINKEDIN? | US: 12.8 m Global: 25.2 m comet b ra n d i n g source: Quantcast.com 9.09 marketing + public relations evolved
    89. 89. SOCIAL MEDIA | WHO USES TWITTER? | US monthly visitors: 27.6 m 52% Age 35+ 56% Higher Ed. Varied Income Grad School $0-30k 18-34 College $30-60k 35-49 No College $60-100k 50+ $100k + comet b ra n d i n g source: Quantcast.com 5.09 branding + public relations evolved
    90. 90. SOCIAL MEDIA | WHO USES YOUTUBE? | US: 82.4 m comet b ra n d i n g source: Quantcast.com 9.09 branding + public relations evolved
    91. 91. SOCIAL MEDIA | STRATEGIC USES | comet b ra n d i n g marketing + public relations evolved
    92. 92. SOCIAL MEDIA | STRATEGIC USES | • Internal communications comet b ra n d i n g marketing + public relations evolved
    93. 93. SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness comet b ra n d i n g marketing + public relations evolved
    94. 94. SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling comet b ra n d i n g marketing + public relations evolved
    95. 95. SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community comet b ra n d i n g marketing + public relations evolved
    96. 96. SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation comet b ra n d i n g marketing + public relations evolved
    97. 97. SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees comet b ra n d i n g marketing + public relations evolved
    98. 98. SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees • Research / intelligence-gathering comet b ra n d i n g marketing + public relations evolved
    99. 99. SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees • Research / intelligence-gathering • Customer service comet b ra n d i n g marketing + public relations evolved
    100. 100. SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees • Research / intelligence-gathering • Customer service • Product innovation comet b ra n d i n g marketing + public relations evolved
    101. 101. SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees • Research / intelligence-gathering • Customer service • Product innovation • Fundraising comet b ra n d i n g marketing + public relations evolved
    102. 102. SOCIAL MEDIA | STRATEGIC USES | • Internal communications • Brand awareness • Selling • Building community • Prospecting / lead-generation • Recruit / retain employees • Research / intelligence-gathering • Customer service • Product innovation • Fundraising • Marketing / PR comet b ra n d i n g marketing + public relations evolved
    103. 103. SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | comet b ra n d i n g marketing + public relations evolved
    104. 104. SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | Who is doing it well? comet b ra n d i n g marketing + public relations evolved
    105. 105. SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | Who is doing it well? • Dell: Making money on Twitter. comet b ra n d i n g marketing + public relations evolved
    106. 106. SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | Who is doing it well? • Dell: Making money on Twitter. • Sun Microsystems: CEO blog is setting the bar high. comet b ra n d i n g marketing + public relations evolved
    107. 107. SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | Who is doing it well? • Dell: Making money on Twitter. • Sun Microsystems: CEO blog is setting the bar high. • HSBC: Entrepreneurial community-building. comet b ra n d i n g marketing + public relations evolved
    108. 108. SOCIAL MEDIA | APPLICATIONS FOR BUSINESS | Who is doing it well? • Dell: Making money on Twitter. • Sun Microsystems: CEO blog is setting the bar high. • HSBC: Entrepreneurial community-building. • Blendtec: Unlikely social media sensation. comet b ra n d i n g marketing + public relations evolved
    109. 109. SOCIAL MEDIA | DELL | *Dell’s Social Media Goals 1. Enter into conversations with customers everyday in every major language 2. Address any form of customer dissatisfaction head-on knowing that not everything will be solved and some of Dell’s weaknesses will be exposed 3. Encourage "crowd sourcing" as the next step in listening to customers 4. Use video to personalize the Dell story *per Dell’s social media communications team at Austin SMC 9/07 event comet b ra n d i n g marketing + public relations evolved
    110. 110. SOCIAL MEDIA | DELL | Dell’s platforms: • Selling • Brand • Community comet b ra n d i n g marketing + public relations evolved
    111. 111. SOCIAL MEDIA | DELL | Dell cashes in on Twitter: • Sales • Brand • Community comet b ra n d i n g marketing + public relations evolved
    112. 112. SOCIAL MEDIA | SUN MICROSYSTEMS | CEO blog -Jonathan Schwartz: • Brand • Community • Multi-media engagement • “Behind the curtain” comet b ra n d i n g marketing + public relations evolved
    113. 113. SOCIAL MEDIA | HSBC | Business Network: • Brand • Community-building • Multi-media engagement • Research comet b ra n d i n g marketing + public relations evolved
    114. 114. SOCIAL MEDIA | BLENDTEC | Will It Blend?: Unlikely hero • Brand-building • Entertainment • Community-building • Multi-media engagement comet b ra n d i n g marketing + public relations evolved
    115. 115. SOCIAL MEDIA | MEASUREMENT & ROI | comet b ra n d i n g marketing + public relations evolved
    116. 116. SOCIAL MEDIA | MEASUREMENT & ROI | Many tools are available to tie activity to outcomes: comet b ra n d i n g marketing + public relations evolved
    117. 117. SOCIAL MEDIA | MEASUREMENT & ROI | Many tools are available to tie activity to outcomes: With clear and appropriate goals, outcomes are absolutely measurable. comet b ra n d i n g marketing + public relations evolved
    118. 118. SOCIAL MEDIA | MEASUREMENT & ROI | Many tools are available to tie activity to outcomes: With clear and appropriate goals, outcomes are absolutely measurable. Investment is mostly time to manage and maintain. Customized applications require programming. comet b ra n d i n g marketing + public relations evolved
    119. 119. SOCIAL MEDIA | CHAPTER 2: RECAP | comet b ra n d i n g marketing + public relations evolved
    120. 120. SOCIAL MEDIA | CHAPTER 2: RECAP | Who uses social media? Just about everyone. comet b ra n d i n g marketing + public relations evolved
    121. 121. SOCIAL MEDIA | CHAPTER 2: RECAP | Who uses social media? Just about everyone. How are companies and brands using it? Many ways. Not just marketing. comet b ra n d i n g marketing + public relations evolved
    122. 122. SOCIAL MEDIA | CHAPTER 2: RECAP | Who uses social media? Just about everyone. How are companies and brands using it? Many ways. Not just marketing. Which companies and brands are using it well? More and more. comet b ra n d i n g marketing + public relations evolved
    123. 123. SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | comet b ra n d i n g marketing + public relations evolved
    124. 124. SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | Chapter 3: Are You Ready? comet b ra n d i n g marketing + public relations evolved
    125. 125. SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | Chapter 3: Are You Ready? Is your business ready to leverage social media? comet b ra n d i n g marketing + public relations evolved
    126. 126. SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | Chapter 3: Are You Ready? Is your business ready to leverage social media? Processes, expectations and considerations comet b ra n d i n g marketing + public relations evolved
    127. 127. SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | Chapter 3: Are You Ready? Is your business ready to leverage social media? Processes, expectations and considerations What business outcomes can you expect? comet b ra n d i n g marketing + public relations evolved
    128. 128. SOCIAL MEDIA | CHAPTER 3: ARE YOU READY? | Chapter 3: Are You Ready? Is your business ready to leverage social media? Processes, expectations and considerations What business outcomes can you expect? Measurement and ROI comet b ra n d i n g marketing + public relations evolved
    129. 129. SOCIAL MEDIA | PROCESSES | comet b ra n d i n g marketing + public relations evolved
    130. 130. SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? comet b ra n d i n g marketing + public relations evolved
    131. 131. SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? • Is management team on board? comet b ra n d i n g marketing + public relations evolved
    132. 132. SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? • Is management team on board? • Approvals for real time responses? comet b ra n d i n g marketing + public relations evolved
    133. 133. SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? • Is management team on board? • Approvals for real time responses? • Openness of information? comet b ra n d i n g marketing + public relations evolved
    134. 134. SOCIAL MEDIA | PROCESSES | INTERNAL BUY-IN? • Is management team on board? • Approvals for real time responses? • Openness of information? • Ready to adjust/fix problems that become evident? comet b ra n d i n g marketing + public relations evolved
    135. 135. SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
    136. 136. SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. comet b ra n d i n g marketing + public relations evolved
    137. 137. SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. • Do you have one today? comet b ra n d i n g marketing + public relations evolved
    138. 138. SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. • Do you have one today? • Does it clarify employee behaviors/consequences? comet b ra n d i n g marketing + public relations evolved
    139. 139. SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. • Do you have one today? • Does it clarify employee behaviors/consequences? • Update it for social media. comet b ra n d i n g marketing + public relations evolved
    140. 140. SOCIAL MEDIA | CONSIDERATIONS | COMMUNICATIONS POLICY. • Do you have one today? • Does it clarify employee behaviors/consequences? • Update it for social media. • Employees are already using social media. How can you get them to use it in a way that benefits the company, rather than hurting it? comet b ra n d i n g marketing + public relations evolved
    141. 141. SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
    142. 142. SOCIAL MEDIA | CONSIDERATIONS | CLEARLY DEFINED BRAND GOALS. comet b ra n d i n g marketing + public relations evolved
    143. 143. SOCIAL MEDIA | CONSIDERATIONS | CLEARLY DEFINED BRAND GOALS. • It is widely understood by all involved? comet b ra n d i n g marketing + public relations evolved
    144. 144. SOCIAL MEDIA | CONSIDERATIONS | CLEARLY DEFINED BRAND GOALS. • It is widely understood by all involved? • Voice/personality of the company- is it clear? comet b ra n d i n g marketing + public relations evolved
    145. 145. SOCIAL MEDIA | CONSIDERATIONS | CLEARLY DEFINED BRAND GOALS. • It is widely understood by all involved? • Voice/personality of the company- is it clear? • Clarifying this will enable all to represent consistently. comet b ra n d i n g marketing + public relations evolved
    146. 146. SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
    147. 147. SOCIAL MEDIA | CONSIDERATIONS | STAFF / RESOURCES AVAILABLE. comet b ra n d i n g marketing + public relations evolved
    148. 148. SOCIAL MEDIA | CONSIDERATIONS | STAFF / RESOURCES AVAILABLE. • Do you have the required staff/resources to dedicate to it? comet b ra n d i n g marketing + public relations evolved
    149. 149. SOCIAL MEDIA | CONSIDERATIONS | STAFF / RESOURCES AVAILABLE. • Do you have the required staff/resources to dedicate to it? • Have they been allocated the time/goals to do it well? comet b ra n d i n g marketing + public relations evolved
    150. 150. SOCIAL MEDIA | CONSIDERATIONS | STAFF / RESOURCES AVAILABLE. • Do you have the required staff/resources to dedicate to it? • Have they been allocated the time/goals to do it well? • Have they been trained adequately? comet b ra n d i n g marketing + public relations evolved
    151. 151. SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
    152. 152. SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. comet b ra n d i n g marketing + public relations evolved
    153. 153. SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories comet b ra n d i n g marketing + public relations evolved
    154. 154. SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories • Images, video, animations, audio, etc. comet b ra n d i n g marketing + public relations evolved
    155. 155. SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories • Images, video, animations, audio, etc. • It is usable? comet b ra n d i n g marketing + public relations evolved
    156. 156. SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories • Images, video, animations, audio, etc. • It is usable? • Is it accessible? comet b ra n d i n g marketing + public relations evolved
    157. 157. SOCIAL MEDIA | CONSIDERATIONS | CONTENT AVAILABILITY / MEDIA ASSETS. • Company stories • Images, video, animations, audio, etc. • It is usable? • Is it accessible? • Does it support your goals? comet b ra n d i n g marketing + public relations evolved
    158. 158. SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
    159. 159. SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. comet b ra n d i n g marketing + public relations evolved
    160. 160. SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. • Who updates Web site content? comet b ra n d i n g marketing + public relations evolved
    161. 161. SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. • Who updates Web site content? • Are servers big enough for new applications? comet b ra n d i n g marketing + public relations evolved
    162. 162. SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. • Who updates Web site content? • Are servers big enough for new applications? • Will firewalls disable access to important sites/content? comet b ra n d i n g marketing + public relations evolved
    163. 163. SOCIAL MEDIA | CONSIDERATIONS | TECHNICAL INFRASTRUCTURE. • Who updates Web site content? • Are servers big enough for new applications? • Will firewalls disable access to important sites/content? • Do you have adequate securities in place? comet b ra n d i n g marketing + public relations evolved
    164. 164. SOCIAL MEDIA | CONSIDERATIONS | comet b ra n d i n g marketing + public relations evolved
    165. 165. SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. comet b ra n d i n g marketing + public relations evolved
    166. 166. SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. • Industry heavily regulated? comet b ra n d i n g marketing + public relations evolved
    167. 167. SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. • Industry heavily regulated? • Approval processes comet b ra n d i n g marketing + public relations evolved
    168. 168. SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. • Industry heavily regulated? • Approval processes • Do differently? comet b ra n d i n g marketing + public relations evolved
    169. 169. SOCIAL MEDIA | CONSIDERATIONS | INDUSTRY REGULATIONS / LEGAL IMPLICATIONS. • Industry heavily regulated? • Approval processes • Do differently? • Does not have to impede, but will impact your efforts comet b ra n d i n g marketing + public relations evolved
    170. 170. SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
    171. 171. SOCIAL MEDIA | EXPECTATIONS | Rome wasn’t built in a day: takes time to build community. comet b ra n d i n g marketing + public relations evolved
    172. 172. SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
    173. 173. SOCIAL MEDIA | EXPECTATIONS | Can’t have rainbows without the rain: expect critics. comet b ra n d i n g marketing + public relations evolved
    174. 174. SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
    175. 175. SOCIAL MEDIA | EXPECTATIONS | Open kimono policy applies: be transparent and authentic. comet b ra n d i n g marketing + public relations evolved
    176. 176. SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
    177. 177. SOCIAL MEDIA | EXPECTATIONS | Sad clowns are confusing (and creepy): stay consistent with your brand. comet b ra n d i n g marketing + public relations evolved
    178. 178. SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
    179. 179. SOCIAL MEDIA | EXPECTATIONS | Don’t let jerks sidetrack your efforts: ensure alignment with business goals. comet b ra n d i n g marketing + public relations evolved
    180. 180. SOCIAL MEDIA | EXPECTATIONS | comet b ra n d i n g marketing + public relations evolved
    181. 181. SOCIAL MEDIA | EXPECTATIONS | Can’t put the genie back in the bottle: discretion is paramount. comet b ra n d i n g marketing + public relations evolved
    182. 182. SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | comet b ra n d i n g marketing + public relations evolved
    183. 183. SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? comet b ra n d i n g marketing + public relations evolved
    184. 184. SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? Purpose/Goals comet b ra n d i n g marketing + public relations evolved
    185. 185. SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? Purpose/Goals - Strategy to achieve those goals comet b ra n d i n g marketing + public relations evolved
    186. 186. SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? Purpose/Goals - Strategy to achieve those goals - Agree on metrics for success comet b ra n d i n g marketing + public relations evolved
    187. 187. SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? Purpose/Goals - Strategy to achieve those goals - Agree on metrics for success Getting started: internal dynamics comet b ra n d i n g marketing + public relations evolved
    188. 188. SOCIAL MEDIA | CHAPTER 4: WHAT NEXT? | Chapter 4: What comes next? Purpose/Goals - Strategy to achieve those goals - Agree on metrics for success Getting started: internal dynamics Resources for further reading comet b ra n d i n g marketing + public relations evolved
    189. 189. SOCIAL MEDIA | PROCESS | comet b ra n d i n g marketing + public relations evolved
    190. 190. SOCIAL MEDIA | PROCESS | STEP ONE | PLAN + RESEARCH. comet b ra n d i n g marketing + public relations evolved
    191. 191. SOCIAL MEDIA | PROCESS | STEP ONE | PLAN + RESEARCH. DETERMINE goals/objectives. Awareness? Engagement? Online sales? Web traffic? Make a plan. Set expectations. Define and report against them. comet b ra n d i n g marketing + public relations evolved
    192. 192. SOCIAL MEDIA | PROCESS | STEP ONE | PLAN + RESEARCH. DETERMINE goals/objectives. Awareness? Engagement? Online sales? Web traffic? Make a plan. Set expectations. Define and report against them. RESEARCH to learn about the strengths/weaknesses/opportunities and challenges of each social media platform. comet b ra n d i n g marketing + public relations evolved

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