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Social Media for SAS User Groups April 2010

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A presentation I gave at SAS Global Forum 2010 to a group of user group leaders. It includes a high-level overview of social media trends, and specifics about how particular social channels could be …

A presentation I gave at SAS Global Forum 2010 to a group of user group leaders. It includes a high-level overview of social media trends, and specifics about how particular social channels could be used to communicate and engage with SAS users.

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  • 1. Social Media forSAS User Groups
    Dave Thomas
    @DavidBThomas
    SAS Social Media Manager
    April 2010
    #sgf10
  • 2. Who is your audience now?
    Who will be your audience in 2019?
    What about 2029? 2039?
  • 3.
  • 4. Social Media
    Social media maybe a phenomenon,but it is not a fad.
    It has already changed the way people(and companies) communicate.
  • 5. Social Media
    Social Media:
    All the different Web-based tools people use to communicate, share and collaborate, including:
    • blogs
    • 6. microblogging (Twitter)
    • 7. social networks (LinkedIn, Facebook, Orkut)
    • 8. video sharing (YouTube, Vimeo, Blip.tv)
    • 9. Wikipedia and Google Knol
    • 10. photo sharing (Flickr, Picasa)
    • 11. podcasts
    • 12. social bookmarking (Del.icio.us, Digg)
  • Social Media
    Social Media:
    All the different Web-based tools people use to communicate, share and collaborate, including:
    • blogs
    • 13. microblogging (Twitter)
    • 14. social networks (LinkedIn, Facebook, Orkut)
    • 15. video sharing (YouTube, Vimeo, Blip.tv)
    • 16. Wikipedia and Google Knol
    • 17. photo sharing (Flickr, Picasa)
    • 18. podcasts
    • 19. social bookmarking (Del.icio.us, Digg)
  • 20. Social Networks
    • More than 400 million active Facebook users
    • 21. (January 2009: 150 million)
    • 22. About 70% of Facebook users are outside the United States
    • 23. Active SAS groups on Facebook,LinkedIn, Orkut and more
    Sources: Pew Research, Jan. 2009Facebook, Feb. 2010
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
    • 752% growth in 2008 and131% percent growth inMarch 2009, with 9.3 millionunique U.S. visitors
    • 29. Individuals, brands, journalists, political candidates, celebrities and more are “tweeting”
    Source: Mashable.com, Jan. 2009
  • 30. Dell has had sales of more than $3 million through its @DellOutlet Twitter account
  • 31. Video
    YouTube has more than 300 million viewers worldwide
    83% of Internet users watch video online
    In Sept 2009, there were more videos watched on YouTube in the US (10.3 B) than searches performed on Google (9 B)
    Sources: YouTube, Oct. 2009Universal McCann, July 2009Search Engine Watch, Oct. 2009
  • 32.
  • 33. “Meanwhile, within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’ stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars.”
    Times of London, July 22, 2009
  • 34. “Google has quietly been launching a social network right under our own chins.”
    Jeremiah Owyang
  • 35. Google Wave
  • 36. Google Buzz
  • 37. Google Sidewiki
  • 38. Location-based applications
  • 39. So what?
  • 40. Question: Which of the following Web sites do you visit to network with professionals?*
    2008: n= 533 2009: n=265
    Other sites were not included in the 2008 survey.
  • 41. Social media at SAS
  • 42. SAS fans are active in a variety of places online
  • 43. What can you doto reach them?
  • 44. Key Concept:
    Home Base and Outposts
  • 45. Twitter
    Facebook
    LinkedIn
    YouTube
    blog
    Web page
  • 46. Four keys to success in social media
  • 47. Keep it up
    Social media is not a quick fix. Establishing a presence takes time.
  • 48. Keep it active
    Social media is about community, sharing and immediacy. Contribute on a regular basis and keep your content fresh.
  • 49. Keepit real
    Social media is a toolbox, not a strategy. Your activities must tie directly to established goals and objectives.
  • 50. Gear your efforts toward what your audience cares about...
    Keep it relevant
    …not what youcare about.
  • 51. What exactly are we talking about?
  • 52. Sources: Universal McCann, March 2008 BuzzLogic, Oct. 2008
    Blogs
    • 346,000,000 people globally read blogs
    • 53. 47% of online consumers read blogs
    • 54. 50% of blog readers find them useful for making purchase decisions
  • 20+ customer blogs about SASin English
  • 55. Blogs: the advantages
    Personal and timely
    Support your Web site
    Build your reputation by providing value
  • 56. Blogs: the challenges
    Need to be active
    Need to be promoted
    Invite comments and sometimes criticism
  • 57. What user groups can do
    Search key terms on Google Blog Search.
    Determine your unique value.
    Find excited bloggers to contribute.
    Repurpose content you’re already creating.
    Start a free blog on Wordpress and try it out.
  • 58. Social Networks
    • More than 350 million active Facebook users
    • 59. About 70% of Facebook users are outside the United States
    • 60. Active SAS groups on Facebook,LinkedIn, Orkut and more
    Sources: Pew Research, Jan. 2009Facebook, Jun. 2009
  • 61.
  • 62.
    • The most prominent business networking site
    • 63. More than 30 million active users
    • 64. More than 100 SAS-related groups
  • 65.
  • 66. Social networks: the advantages
    Building relationships
    Personalizing your business life, and vice versa.
    Presenting your expertise (LinkedIn Groups and Discussions)
    Creating a presence with global reach, with a minimum of resources.
  • 67. Social networks: the challenges
    Hard to prospect without sounding spammy
    Some companies and government agencies block access to social networks.
    It can be hard to stand out as reputable.
    Lots of noise.
  • 68. What user groups can do
    Create a LinkedIn group.
    Connect with your members.
    Connect with other user groups.
    Watch what organizations like yours are doing.
    Share news and information.
    Do the same thing on Facebook.
  • 69.
    • 752% growth in 2008 and131% percent growth inMarch 2009, with 9.3 millionunique U.S. visitors
    • 70. Individuals, brands, journalists, political candidates, celebrities and more are “tweeting”
    Source: Mashable.com, Jan. 2009
  • 71. Lots of SAS people on Twitter
  • 72. SAS GlobalForum 2009
    Twitter hashtag (#sgf09) saw more than 500 tweets during the event and more than 1,000 total. Majority of tweets came from non-SAS people.
  • 73. Twitter: the advantages
    Short, quick and immediate
    Supports other channels (web site, blog)
    Hashtags allow for events, conferences and issues.
    Twitter search can show you who’s talking about what.
  • 74. Twitter: the challenges
    Twitter can’t be your only social media channel.
    It’s not the place for hard sell and marketing.
    It’s a firehose.
  • 75. What user groups can do
    Create a Twitter account.
    Connect with your members.
    Connect with other user groups.
    Watch what organizations like yours are doing.
    Share news and information.
    Promote your other online presences.
  • 76. Video
    YouTube has more than 300 million viewers worldwide
    83% of Internet users watch video online
    In Sept 2009, there were more videos watched on YouTube in the US (10.3 B) than searches performed on Google (9 B)
    Sources: YouTube, Oct. 2009Universal McCann, July 2009Search Engine Watch, Oct. 2009
  • 77. SAS New Media and country offices are uploading video to YouTube
  • 78. Video: the advantages
    YouTube is becoming a major search tool.
    Video can be a personal, immediate and enjoyable way to communicate.
    Small, inexpensive, simple-to-use video cameras make it easy to capture and share events.
  • 79. Video: the challenges
    It’s easy to make videos; it’s hard to make good videos.
    It’s nearly impossible to make a video “go viral.”
    Video is not a good medium for sharing extensive, in-depth information.
  • 80. What user groups can do
    Think about the search aspect – what do you want someone to find if they search for you?
    Shoot video highlights of your meetings.
    Interview your members.
    Shoot promotional videos for your events.
    Promote videos in other channels.
    Leverage the video SAS creates.
  • 81. Social search
    “… the most relevant content presented by the search engines will include, and perhaps prioritize, recommendations and referrals from our social graph. What social search means for marketers now, however, is this: If you do not start now building a network of fans, followers and friends who trust you, your company or your brand, you may quickly become irrelevant in not just social media, but in search too.”
    “What social search means to your business”by Jason Falls, Nov. 2009
  • 82. Where to now?
  • 83.
    • Ask your users where they are.
    • 84. Join LinkedIn, Facebook, Twitter, YouTube and find the relevant blogs in your area.
    • 85. See what other user groups are doing.
    • 86. Connect with them.
    • 87. Read, follow, listen and understand.
    • 88. Start to participate.
    • 89. Let us know how it goes.
  • Questions?
  • 90. Connect with me
    http://dbthomas.com
    Dave.Thomas@sas.com
    Twitter.com/DavidBThomas
    LinkedIn.com/in/dbthomas
    Blogs.sas.com/socialmedia
    Delicious.com/davidbthomas
    Photo: Re-ality, http://www.flickr.com/photos/re-ality/
  • 91. Copyright © 2006, SAS Institute Inc. All rights reserved.
  • 92. Other than my own, the photos in this presentation were sourced via www.creativecommons.org and Flickr, and are licensed under Creative Commons. My sincere thanks.
     Cambridge Horizon by Andrew Stawarz
     The Boy with the BlackBerry by David B. Thomas
     Happy 50th birthday hula hoop by Tony the Misfit
     My Social Network by Luc LeGay
     Metro Audience by liz noise
     RaygunGothic Rocketship by greenmelinda
     Solar System Montage of Voyager Images from NASA/courtesy of nasaimages.org
     Keys by Bohman
     Juggling Swords and Chainsaws by morbuto
     Active Boy by David B. Thomas
     Beautiful Tools by geishaboy500
     Bullseyeby jessehogie
     Apples and Oranges by thebusybrain
     Keyboard Blur by striatic
     The Real Impact of Social Networking at Work by Robert S. Donovan
     YouTube and Joost by thms.nl
     Speedy’sat the Grand Canyon by David B. Thomas
     PuntoInterrogativo by Silgeo
     Too Many Cables by re-ality
    TahbesSyncro Camera by John Kratz
    Photo credits

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