Social Media For Communication Strategy, Part 1 of 4


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Integrating Social Media Into Communication Strategy was used to augment Richard Becker's, class at the University of Las Vegas, Nevada in 2008. (Part 1 of 4)

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Social Media For Communication Strategy, Part 1 of 4

  1. 1. Social Media Integrating Social Media Into Communication Strategy
  2. 2. “Social media describes online technologies that people use to share content, opinions, insights, experiences, perspectives, and media.”
  3. 3. What Are These Technologies? • Blogs: Personal, Professional, • Online Broadcast: Mogulus, Editorial, Citizen Journalism, etc. BlogTalkRadio, YouTube, etc. • News Aggregation: Digg, Reddit, • Virtual Reality: Second Life, Netscape, etc., etc. • Social Networks: Linkedin, • Presence Applications: Twitter, MySpace, BlogCatalog, etc. Pownce, Jaiku, Chat, etc. • Digital Media Sharing: Flickr, • Social Bookmarking - RSS feeds, SlideShare, Podcasts, etc. Bloglines,, etc.
  4. 4. A Few
  5. 5. A Few More
  6. 6. A Few More
  7. 7. A Few More On The Way There are more than 15.5 million active blogs; 1.4 million daily posts beyond social network conversations.
  8. 8. “Collectively, these technologies reach more people and shape more opinion than all other paid and unpaid media combined.”
  9. 9. Millions Of People *225 million adults, according to the U.S. Census (2007 estimate). Harris Poll 2007
  10. 10. So What?
  11. 11. Myth Of Social Media Everyone Online Is Wil Wheaton! “The majority of online participants are semi-educated, semi-affluent 20- to 30- something males who are predominantly techno-savvy geeks with no life whatsoever.” … Or are they? Hmmm…
  12. 12. Online Population - Age *Only ages 65+ represent any difference between online population and actual population. Harris Poll 2007
  13. 13. Online Population - Demo *Virtually no difference between online population and actual population. Harris Poll 2007
  14. 14. Online Population - Education *Virtually no difference between online population and actual population. Harris Poll 2007
  15. 15. “The online population, which represents more than 90 percent of all adults, invests more than 15 hours per week online, actively engaged by social media.” *People watch television an average of 42 hours per week, a much more passive activity.
  16. 16. Online Participation - Use *More than 72 percent of the online population reads blogs. | Universal McCann
  17. 17. Online Participation - Blogs *While 73% of the online population reads blogs, only 26% create blog content. | Universal McCann
  18. 18. Online Participation - Blogs *While social media “experts” cater to each other, they are a tiny sphere, within a tiny sphere. | Universal McCann
  19. 19. Online Participation - Networks *The online population is more likely to read a blog than join a social network. | Universal McCann
  20. 20. Online Participation - Networks *Social networks, which sometimes include blogs, are predominantly message systems. | Universal McCann
  21. 21. quot;By and large, in the U.S., we're a country of voyeurs. We love to watch and consume content created by others, but there's a fairly small group that are doing that creation -- unlike China, which is a country of creators.” — David Cohen, Universal McCann
  22. 22. Myth Of Social Media Well Sure, It Works For Google! “The majority of companies involved in social media must be Internet companies or high tech companies that are targeting people who love the Internet.” … Or are they? Hmmm…
  23. 23. Fortune 500 Blogs There Are 59 Fortune 500 Blogs, American Airlines, Aon Corporation, Boeing, Countrywide, Coca-Cola, Dell, Eastman Kodak, Ford Motor Company, General Mills, Intel Corporation, IBM, Johnson Controls, Marriott International, McDonald’s, The McGraw-Hill Company, Microsoft, Motorola, Nike, Owens Corning, Pitney Bowes, Sprint, Starbucks, Starwood Hotels & Resorts, Time Warner, The Clorox Company, Tribune Company, Viacom International, Wells Fargo, Xerox Corporation, Yahoo!, Johnson & Johnson, etc., etc.
  24. 24. Quick Case Study The Best Of Southwest Southwest Airlines attributes three of its best quarters to social media, including $150 million in ticket sales to its “Ding!” widget. The Worst Of Southwest They count comments as an accurate measure and sometimes base decisions on consumer input despite that input being only representative of their most diehard customers.
  25. 25. Why Social Media? What Did We Do Without TiVo? • The Office on NBC last September drew a broadcast audience of 9.7 million, but also streamed 2.7 million views on the Web. • One in four Internet users have watched a full- length show online in the last three months. These aren’t just young people: 39 percent were ages 18-34 and 25 percent were 35-54. • Twelve million viewers is enough to break into the top 20 shows. • DVR adoption will exceed 50 percent of all cable households within two years. • Local news stations predict online viewing of news may surpass live viewing next year.
  26. 26. Why Social Media? Why Subscribe When Its Free Online? • 102,406 subscribers was the circulation needed to break into the top 200 dailies in 2006. • Not one of the top 51-100 dailies broke 200,000 subscribers in 2006; and only three — USA Today, The Wall Street Journal, and The New York Times — broke the one million circulation mark. • The Newspaper Association of America, total print advertising revenue in 2007 plunged 9.4% to $42 billion compared to 2006 -- the most severe percentage decline since the association started measuring advertising expenditures in 1950.
  27. 27. Why Social Media? Social Media Footprint The Springs Preserve provides a dynamic visual presence that is unrecognized by search engines (except purchased key words), mostly static information, and an isolated social media footprint.
  28. 28. Blogs Expand Reach Social Media Footprint The Copywrite, Ink. blog consistently ranks among the top 50,000 sites in the United States and top 150,000 sites worldwide. In addition to benefiting from SEO, it is sourced by hundreds of blogs and news outlets.