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Social Media for Entrepreneurs

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Everyone wants their business to succeed in social media, and argue about measurement, but few actually offer any practical advice on how to succeed and what pitfalls to avoid. After watching this, …

Everyone wants their business to succeed in social media, and argue about measurement, but few actually offer any practical advice on how to succeed and what pitfalls to avoid. After watching this, you will walk away with 5 things you need to know to make this work for you.


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  • 1. Social Media for Entreprenuers October 28, 2010 Dave Linabury, EVP, Group Director Social Media Campbell-Ewald 1
  • 2. The Age of Exabytes 1 billion Gigabytes 2
  • 3. How big is 2010: 21 Exabytes the Internet? per month SOURCE: HP 2002: 2008: Internet = 5 Exabytes 5 Exabytes per month 3
  • 4. Social Media is not a fad 4
  • 5. 52 % 5
  • 6. 1% of the Earth’s population plays Farmville 6
  • 7. ‣ 66% of businesses plan to increase expenditures for social media —MediaPost Online Media Daily ‣ 65% of journalists turn to social media sites such as Facebook and LinkedIn, and 52% use Twitter as an information source —Cision and George Washington University’s MBA for Strategic PR ‣ 80% of companies use LinkedIn as their primary means of nding new employees —Socialnomics09 7
  • 8. Who Owns Social Media? 8
  • 9. ‣ PR? ‣ Corporate Communications? ‣ Marketing? ‣ Developers? ‣ IT? ‣ Your Customers? 9
  • 10. It belongs to everyone. It has to. 10
  • 11. Case Studies: How is Social Media Being Used by Major Corporations? 11
  • 12. Tahoe Apprentice ‣ Tahoe Apprentice was a contest designed to promote the launch of the Chevy Tahoe ‣ Contest ran four weeks and generated 250,000 entries ‣ Heavy news coverage and ultimately led to one of Chevy’s most successful launches in history ‣ Criticized (initially) for negative ads ‣ Now praised as the textbook case of how to do consumer-generated media right 12
  • 13. 13
  • 14. An Intractable Problem that Prevents Recruiting Every Year 14
  • 15. Moms. 15
  • 16. Mothers have a biological instinct to protect their children 16
  • 17. From the Navy, apparently. 17
  • 18. Moms don’t want to talk to recruiters. 18
  • 19. Our Proposal to the Navy: ‣ We’ll build an online community for Moms ‣ Moms can talk to moms who already have kids in the Navy ‣ Open-source software to save money ‣ All word of mouth to join ‣ No Naval interference ‣ Short of hate speech, no censorship 19
  • 20. The Navy said… 20
  • 21. “That just sounds risky as Hell. Sir.” 21
  • 22. Naval requirements to Campbell-Ewald ‣ This will be a six month test ‣ No results? We pull the plug ‣ If the results are good, re ne and continue ‣ You get to start the community in the worst recruiting area in the country: Boston, Massachusetts ‣ If you get results there, we’ll consider going national 22
  • 23. Our Solution ‣ Ning platform ($50/month) ‣ Creative: A masthead design or three ‣ Minimal engineering time (CSS and a widget or two) ‣ Invite in uential moms to populate during the soft launch ‣ Pray 23
  • 24. Secret Sauce ‣ Googled Navy blogger Moms ‣ Got 40,000 results ‣ Invited 71 moms that had large followings to start the community; 67 agreed ‣ The moms added content for 2 weeks while construction ensued 24
  • 25. 25
  • 26. To say it took off would be a bit of an understatement 26
  • 27. 120 ,000+ Ph otos 1 ,350+ 40 ,000+ G roups Mem bers 8 50+ 000+ Vid eos 16, s 0+ E vents Topic 15 27
  • 28. Viviane Tina Terry Regina Kimberly Karen Davidson Fred Katey Lila Marie Jamie Nicole SyracuseConnie Heather Paul Libbey Carolyn Love Bill Trish Vosburgh Barb HOW TO READ THIS MAP: Social networks consist of two elements: Chris Karen KAREN GALLAGHER nodes and edges. Super Influencer Anita LisaB Nodes represent the people communi- cating with each other. On this map, Amber B they are represented by colored circles. Amber Angee Kay Patty Cole This  chart  was     Edges represent the connections be- Victoria tween the nodes. In other words, who Navy News Char StevesMom spoke to whom. Nodes with many STEVE’SMOM Theresa edges (connections) show that person created  when  there   Potential Mom turned Influencer clearly reached out to lots of people Mary Ellen Helen Martin Julie MassMom and thus had a lot of activity and en- gagement; an important measure in social media. Angela Jefferson B. Smith Larisa Elliot were  only  96  women   Robin Stacey Melanson on  the  site.  If  we  tried   Denise Mary Pat to  map  the  number  of   connec:ons  now,  the   Allison McCann Stephanie Henderson slide  would  be  over   Karen80 Ann 1/4  mile  square. Mari Shirley Foland Bridget Ralston Carol Hughes VICKIE HILL Vickie Hill Potential Mom, Angie highly motivated Cathy Finch Christine Ronda Chasati Martin MichelleB Angela MacLeod Es:mated  number  of   connec:ons  between   Chris Johston's Mom Bruce Pennino Jay Anderson Sha' Joyce Tuscan Mom Laurie Owens members  exceeds   Debbie Elaine Roxann Joyce Slabaugh Sherry Johnson LAURIE OWENS Navy Mom, Influencer Kim Mills Diana Morris 1,600,000,000. Pat Gibson Diane John's Mom Lucie Dunn Maria Figueroa Kathy Brandon's Mom Sharon Simmons Rita Leann Castor Susan J Tricia T Sue Melissa Candy Girl MaryAnn Melanie Peggy Sheila Shelly Stephanie Terry Whitney 28
  • 29. Sociological Data ‣ A new mom joins the site every 21 minutes ‣ She will post 4.2 personal photos ‣ She will respond to 16 topics ‣ She will watch 11 videos ‣ She will invite four other moms 29
  • 30. She will change her mind about the Navy on her 8th day as a N4M member 30
  • 31. Moms change their minds for the same reason every time… 31
  • 32. They want to be proud of their kids, too. 32
  • 33. Results: ‣ We actually got recruits in Boston! ‣ Lowered the cost of recruiting in New England ‣ Changed the Navy’s recruiting script and methods forever 33
  • 34. What works? 34
  • 35. Know Your Audience 35
  • 36. Content Strategy 1 2 3 4 5 6 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, ACTOR: Lorem ipsum sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer consectetuer adipiscing elit. Fusce consectetuer adipiscing elit. Fusce consectetuer adipiscing elit. Fusce consectetuer adipiscing elit. consectetuer adipiscing elit. Fusce adipiscing elit. tristique. Cras ipsum urna, semper tristique. Cras ipsum urna, semper tristique. Cras ipsum urna, semper Fusce tristique. tristique. Cras ipsum urna, semper vitae, aliquet eget, rutrum sed, pede. vitae, aliquet eget, rutrum sed, pede. vitae, aliquet eget, rutrum sed, pede. vitae, aliquet eget, rutrum sed, pede. Morbi at sapien. Etiam cursus Morbi at sapien. Etiam cursus Morbi at sapien. Etiam cursus ACTOR: Cras ipsum urna, semper Morbi at sapien. tincidunt est. Praesent et mauris. tincidunt est. Praesent et mauris. tincidunt est. vitae, aliquet eget, rutrum Nullam sodales, nulla et facilisis Nullam sodales, nulla et facilisis sed, pede. Morbi at sapien. lobortis, libero enim posuere lacus, lobortis, libero enim posuere lacus, Praesent et mauris. Nullam sodales, Etiam cursus tincidunt est. vitae convallis sapien odio in enim. vitae convallis sapien odio in enim. nulla et facilisis lobortis, libero enim Quisque pede. Cras dui. Sed lobortis Quisque pede. Cras dui. Sed lobortis posuere lacus, vitae convallis sapien ACTOR: Praesent et mauris. Nullam leo vel velit. Aenean aliquam, lacus leo vel velit. Aenean aliquam, lacus odio in enim. sodales, nulla et facilisis 7 eu porta suscipit, magna nisi cursus eu porta suscipit, magna nisi cursus lobortis, libero enim leo, in dignissim felis felis ultrices leo, in dignissim felis felis ultrices Quisque pede. Cras dui. Sed lobortis posuere lacus, vitae Lorem ipsum urna. Pellentesque accumsan porta urna. Pellentesque accumsan porta leo vel velit. Aenean aliquam, lacus convallis odio in enim. ipsum. Aenean egestas. ipsum. Aenean egestas. eu porta suscipit, magna nisi cursus Lorem Ipsum leo, in dignissim felis felis. ACTOR: Quisque pede. Cras dui. Aliquam erat volutpat. Duis viverra, Aliquam erat volutpat. Duis viverra, Sed lobortis leo vel velit. lectus ultricies ullamcorper lectus ultricies ullamcorper Ultrices urna. Pellentesque Aenean aliquam, lacus. sollicitudin, tortor pede semper diam, sollicitudin, tortor pede semper diam, accumsan porta ipsum. Aenean eget commodo nisi sapien at ante. eget commodo nisi sapien at ante. egestas. Praesent tempus interdum dolor. Praesent tempus interdum dolor. Vivamus vitae elit non eros Vivamus vitae elit non eros elementum cursus. Pellentesque non elementum cursus. Pellentesque non augue sit amet tortor vulputate augue sit amet tortor vulputate molestie. Suspendisse nec nunc. molestie. Suspendisse nec nunc. Donec egestas condimentum Donec egestas condimentum mauris. Aliquam vestibulum erat a mauris. Aliquam vestibulum erat a dolor. Duis a sem molestie nisl dolor. Duis a sem molestie nisl iaculis mattis. Sed tempor aliquam iaculis mattis. magna. Nam vitae libero ut sem fringilla convallis. Suspendisse orci. Maecenas placerat cursus diam. Donec ante lectus, hendrerit id, 1 Longform content, whitepapers, brochures dictum vitae, condimentum et, nisl. Suspendisse quis arcu ac felis ornare commodo. Maecenas elementum nibh in odio. Nunc mattis 2 Print length, online articles ipsum vitae nunc. In mattis semper lectus. 3 Blogs, email, landing pages Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Fusce tincidunt nisl vitae lectus molestie 4 TV, radio scripts lobortis. Praesent scelerisque blandit quam. Phasellus sollicitudin quam a odio. Vivamus id urna. 5 Mobile, OLA, OLM length 6 Micro-content like Twitter, Facebook status, FriendFeed, social bookmarks 7 Calls to action for buttons, links 36
  • 37. Develop an Ecosystem FLICKR FACEBOOK COMMUNITY NAVY.COM YOUTUBE MAHALO SLIDESHARE WIKIPEDIA 37
  • 38. What doesn’t work? 38
  • 39. It’s not about numbers; it’s about engagement and relationships 39
  • 40. ROI is crucial IOR is even better 40
  • 41. What’s the investment of posting to Twitter? 41
  • 42. What’s the investment of playing golf with a client? 42
  • 43. Or attending a party on behalf of the company? 43
  • 44. All are crucial. None have measurable ROI. 44
  • 45. Three Requirements for Social Media ‣ Time ‣ Bodies ‣ A champion 45
  • 46. Where’s the money? ‣ No one has a new pot of money to use for social media ‣ 10% of media budgets are now for social media in Fortune 500 companies ‣ Start by replacing your weakest media with social media for six months. ‣ See if you (or your customers) miss it. 46
  • 47. What can I do for my business? 47
  • 48. Radian6 Interface River of Source News (Live Count by stream of tweets, Engagement blogs, comments, Topic replies, ratings, Trends by etc.) Sentiment Tagcloud Trends Workflow by Media Type 48
  • 49. Types of Analytics ‣ Share of Talk ‣ In uencers ‣ Velocity and Virality ‣ Share of Voice ‣ Detractors ‣ Bounce Rate ‣ Engagement ‣ Brand Reach ‣ Conversion ‣ Participation ‣ Conversationa l Gaps ‣ Loyalty ‣ Time Spent with Brand ‣ Trends ‣ Tone ‣ Sentiment ‣ Topics ‣ ROI 49
  • 50. Gender Analysis ‣ Ambiguous screen names ‣ Fraudulent behavior ‣ Underage member ‣ Dual identities ‣ Assumed identity of parent/spouse 50
  • 51. 1 Align your efforts with your current business strategy. 51
  • 52. 2 Ensure your entire company is on LinkedIn. Consistently. 52
  • 53. 3 The Age of Free. What can you give away? 53
  • 54. 4 Don’t try to be everywhere. It’s impossible. 54
  • 55. 5 Stop viewing this as a tool or channel. It’s a relationship. 55
  • 56. Less of this. 56
  • 57. More of this. 57
  • 58. Reputable Sources ‣ Mashable (mashable.com) ‣ ReadWriteWeb (readwriteweb.com) ‣ Chris Brogan (chrisbrogan.com) ‣ Copy Blogger (copyblogger.com) ‣ Social Media Explorer (socialmediaexplorer.com) 58
  • 59. Thanks, EO! Dave Linabury @Davezilla Davezilla.com Davezilla@gmail.com 59
  • 60. • Neal Boudette - Choose a medium, drive traf c to your content, delegate • Ken Cauley - manage distributed network of bloggers (GURU) • Hubert Sawyers - integrate with your brand, de ne & connect to your audience • Marisa Smith - Integrate web, Twitter, Blog, Facebook, LinkedIn • Charlie Wollborg - NEWBIES! Create the content to attract an audience 60