Getting Started in Social Media_April2011


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Our Getting Started in Social Media presentation is about cutting through the hype surrounding Social Media, explores practical ways of effectively engaging online, highlighs the importance of a clear Social Medial Strategy and most importantly where to start!

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  • Why is SoMe taking over the world?From dawn of time we have gathered in groups to share our passions, solve our problems, talk, learn share, entertain, tell our stories...
  • At the heart of the change is this....Life is changingThe way we do social is changingOur communities are going on line What’s happening to social interaction On line dating – if you cringe wake up! Entire relationshipsMobile devices making it so easy Its how we do social nowCommunitites of like minded people, connecting, whatever your interest is... From ________ to__________ if you want to find like minded people you can... And for marketing your business it means....
  • Objective;See the opportunities Motivate and inspire the virgins to jump in get wet splash about and see what you think?Those already doing it to take it to the next level and help othersRaising more questions than providing answersHow it applies to your personal life and your professional life
  • I am not an expertSoMe is just one of the tools we use at GG to achieve our objectivesWe are practitioners professionally and personallyThe space is cluttered with expertsLots of crap misunderstanding and apthathy so my mission is;Try and refocus the attention onto the potential as a collaboration, communication and learning toolGet inspired have a planMake sure small bus sees opportunity and doesnt get left behind
  • Its a fancy way of describing the zillions of conversations people are having on line in a gazillion different formats 24/7We are using digital platforms to create content, participate in discussions, engage in conversations, share information, opinions and knowledge...Individuals – share thoughts, opinions knowledge, participate, engage, network, research, connect...all around the world what can do is endless
  • Whoose thinking this? That is no longer the discussion Its here its staying its growing at an unprecedented rate The debate is over.... The real question now is what are you doing about it
  • Why should you care?
  • 2/3 of the global internet pop visit social media Because visiting social sites is now the 2nd most popular online activity [ahead of personal email] Because time spent on social networks is growing at 3x overall internet rate = 10% all internet time 1/3 women between 18-34 check fb when they first wake up even before goign to the bathroomIn Aust...3 out of 4 Australians use social media technologies Australians spend more time on SoMe than any other country in the worldFacebook most popular SoMe site in aust with more than 8.6 unique visitors per month 2.5 million twitter users in OzJust under a million people in Sydney using foursquare Linked in more than 1 million people in austSocial media is word of mouth on steroidesDazzle you with stats for ever, real fact is...The pace of change is incredibleWe are being left behind. First gen of kids who had computers in preschool is hit the workforce 3 years agoWho is leading the change?Think about, who are your customers, clients, consumers and what is their relationship with SoMe?
  • If current trends continue, email will be redundant in 5 years
  • Popular applications
  • Globally [last nights figures]More than 500 million active users50% of our active users log on to Facebook in any given dayAverage user has 130 friendsPeople spend over 700 billion minutes per month on FacebookThere are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each monthMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Every month, more than 250 million people engage with Facebook on external websitesThere are more than 200 million active users currently accessing Facebook through their mobile devices. 9.5 mil aussies have a fb pageFacebook most popular SoMe site in aust with more than 8.6 unique visitors per month 20% of ausies over 55 have a fb page How using it...Radio station win prize if know what fb status update is
  • ... And thats why Mark Z joined Franklin Roosavelt, Gandhi, Martin Luther King,
  • Micro blogging platform 190 million users globally, 65 million tweets a day , a quater of internet users read tweets at least monthly Twitter is like a text message with a bcc to the world2.5 million twitter users in Oz140 characters per tweetOther people can follow you and you can follow them Fast paced real time Why bother... Biggest comment... I really don’t care what you had for lunchTwitter is a community of friends and strangers from around the world sending updates about moments in their lives.  Friends near or far can use Twitter to remain somewhat close while far away.  Curious people can make friends.  Bloggers can use it as a mini-blogging tool. Developers can use the API to make Twitter tools of their own. Possibilities are endless!How i use it... Tech/business support – first we used message boards for help, then 1-1 instant messaging, now let's use these friend-media tools for support as well. Say you are stuck with a PHP issue, post it on the micromedia tool and have your friends/followers provide assistanceConference - News Briefings- The last several major tech events were covered by Twitter. I heard about the Apple iPhone faster through Twitter than I would via blog surfing. Similarly, I’ve watched people in San Francisco report earthquakes that took news sources hours to confirmFriendsourcing- Last Tuesday, I asked about a web designer for a project. I got back 14 emails in 10 minutes from different sources on Twitter. It’s a great place to find folks to help with things.Micro-Attention-Sharing- Lots of us use Twitter to direct folks to blog posts we’ve written, news we find needs sharing, or entertaining things we’ve found on the web (Twitter has a built in function to use to shrink URLs to keep it under 140 characters). It’s *like* using to share, but it’s instant, and you wouldn’t drop 100 links on someone in Twitter in a given day.Direct People to Good Causes- I’ve seen plenty of posts of someone doing a walk for hunger or a collection for diabetes. Twitter allows people to use their friend lists to propagate that information faster, and try to draw more direct help down to a problem.Special deals / marketing messages
  • 1.2 million people in austProfessional facebook36.5 million people every monthAt very least great way to stay in touch with people professional relationshipsNetworking, access to consultants, specialists, groups like minded interestsWhy use it?Increase your visibility.By adding connections, you increase the likelihood that people will see your profile first when they’re searching for someone to hire or do business with. In addition to appearing at the top of search results (which is a major plus if you’re one of the 52,000 product managers on LinkedIn), people would much rather work with people who their friends know and trust.connectImprove your Google PageRankPerform blind, “reverse,” and company reference checksGauge the health of a companyAsk for advice.LinkedIn’s newest product, LinkedIn Answers, aims to enable this online. The product allows you to broadcast your business-related questions to both your network and the greater LinkedIn network. The premise is that you will get more high-value responses from the people in your network than more open forums.Read more: your self
  • It doesn’t work like the days of traditional advertising where you push a message and expect to change thought via a cool ad, billboard or tv commercial. Instead you must not only find a way to become part of the community, build your own community but also be able to successfully grab attention of your audiences authentically and via relationships. This is not easy for the organization only focused on tools and technology
  • Crust Gourmet PizzaEvery Friday, Crust runs a competition where users only have to tweet the words "Crust Free Pizza Friday" to enter a draw for five free pizzas worth up to $100.Initially, the campaign was only meant to last for a few weeks. But Crust chief executive Michael Logos says it was so successful the company has continued the competition, turning it into a weekly event."At the moment, we have over 3,000 followers on Twitter and 5,000 on Facebook, and that's pretty good considering we were amateurs in the online space six months ago," he told SmartCompany."The earliest signs of success we saw was just the sheer amount of conversation being generated. We saw the recruitment rate rise, in terms of people on our pages, and we found people were not only commenting on the competition but on the business in general and we have continued to converse with them. It's gone beyond the competition."Logos says the campaign delivers an ongoing benefit in that it continually gains the company new followers, who spread the brand all over the network. The power of word-of-mouth, he says, shouldn't be ignored for such small a cost.
  • Nando's is known for its low-cost publicity stunts, but the speed of its social networking has allowed it to get the edge on competitors as well.Earlier this year, burger chain Grill'd launched a campaign allowing university students to grab two burgers for the price of one. But the print-only coupon went viral on the internet, and soon the company was swamped with requests. It cancelled the coupon offer.A new blog post on the company's site promised to fulfil the Grill'd offer, saying "we'll make sure you're well fed, not fed up!“ thye tweeted it and fb’d it "Following Grill'd's decision to pull its latest university two-for-one promotion, Nando's has stepped up to the plate so to speak... Anyone who brings in a copy of the Grill'd voucher to any Nando's restaurant nationally will be able to buy any burger or wrap and receive one of equal or lesser value for free."Grill'd apologised and promised to honour the coupons, but Nando's had already done enough to secure some new business.
  • WestfieldShopping centre giant Westfield launched an application last year that would change a user's Facebook status to the words "All I Want For Christmas is a Westfield Gift Card". Each user who changed their status would go in the draw for – surprise – a $10,000 Westfield gift card.The updates spread all over the site, and thousands of users downloaded the app to change their status. Westfield was able to get its name across Facebook within a matter of days due to the competition.Of course, the company did experience some harsh criticism – a number of groups were made on the website featuring slogans like "All I Want for Christmas Is To Shove That Westfield Gift Card Up Your Ass". But Griffin says criticism isn't necessarily evidence of a failed campaign."It goes back to what they wanted to achieve. If what they wanted to achieve was brand recognition, and people talking about their campaign, then they succeeded. It got people talking about it, so it depends on what your definition of success is."
  • Successful adoption of social media is rooted in business culture as much as it is business operations. A trusting, open-minded culture is one of the key factors in embracing and harnessing the potential of the social web.More windows into your business than ever before I highly recommend social media policies to my clients. They don’t have to be over complicated or difficult. They should be created with objectives and goals in forefront. They will protect an organization from legal risks and set a standard for how employees and partners should engage in social media on behalf of the company. Kodak and TelstraOur social media purpose is...
  • Everyone else is doing it doesnt cut it! Youll end up wasting resources time and probably stuff something up! Build better relationshipsRaise awareness for a causeIncrease website trafficInspire people to action
  • 3 broad categories all SoMe marketing falls into...Building/Strengthening the Brand It gives you the strongest and broadest opportunity to both find your target audience and to engage in conversation with them. Think about the things that make your company different from your competitors; your Unique Value Propostion. This is the thing you want to use social media to built awareness of. If you're a service professional, target a specific niche and build a blogging and Twitter strategy around that. Demonstrate your expertise in working with a certain type of client and then seek out those types of clients to have conversation with. Look for new ways to connect with them and encourage your current clients to socially share your articles with their networksDriving Conversions Whether you're looking to drive sales, increase leads or simply drive people to action, conversions are an easily trackable goal in the realm of social media. Sit down and write out a list of all the potential actions someone might take while engaging with your company's web site or while interacting online.Obvious options like buying your products or becoming a lead spring to mind, but don't forget about other valuable actions like subscribing to your newsletter, retweeting a blog post or downloading a white paperIncreasing/Monitoring the Presence
  • Like all good conversations, the key to social media is listeningThe conversation has already started, research before jumping in Dell uses Radian 6, a social media monitoring and engagement tool,
  • Free listening tools
  • Social mention This nifty social media listening device allows you to put specific keywords in and it 'searches content from across the universe' according to them. The results include posts that people have written from Facebook, blogs, YouTube, Google, events, etc.Using this tool is simple:First go to  As you can see Domino’s Pizza is fairly popular with consumers however some of them seem to only have it very occasionally, so based on this knowledge and listening to what the consumers are saying how do you think Domino's Pizza could improve their product or service to encourage people to buy pizza with them more often?The great thing about this tool is that you can also set up daily alerts that come to your inbox when you use Social Mention Alerts! Simply visit and follow the prompts to start using it.
  • Who are theyWhat are they likeWhere and how do they consumeWhere and how do thy engageHow You will find outWhat your brand presence is like on lineOnline communities you shoudl joinTarget influencers you should engtage
  • Hits to webpage,sign ups for email, comments on blogs, participation in voting The truth is that there are at least 25 viable metrics you can use to evaluate the success of your social media efforts. The challenge isn’t measurability, it’s knowing which measures are meaningful. Instead of just counting the number of Facebook “likes” you accrue – which signifies nothing more than ‘digital bumper stickering’, instead track how often your fans click “like” and comment upon the status updates you post. The more fans that click “like” and comment, the more likely your future updates are to be seen in their News Feed, dramatically increasing your actual Facebook audience. If you’re an administrator of a Facebook fan page, you can find the Daily Story Feedback chart at (look in the interactions category)KloutRather than paying rapt attention to the number of Twitter followers you’ve corralled, instead look at your Klout score. Klout is an online influence gauge that combines several data points (followers, retweets, clicks on links, etc.) and then applies some fancy algorithmic voo doo to arrive at a unified metric.The data used to calculate Klout continues to change (they added Facebook information recently), but I have found it to be the most reliable influence tracking metric. By no means perfect, but much more illustrative than follower counts.Share of Voice Tracking how often your company and/or its products are mentioned on the Web is a best practice, of course. But without also paying attention to how often your competitors are referenced, it’s difficult to determine whether the chatter about your brand is significant. To add a reference point to your social mention tracking To do so, determine the number of times your company and its products are mentioned on the social Web in a neutral or positive context over a 30 day period. You’ll want to use Radian6, ViralHeat, Spiral 16, Sysomos, Social Mention or any of the other social listening tools for this project. Then determine how often your competitors are mentioned (neutral or positive) during the same 30 days. Add up all mentions for the category (you + your competitors), and then divide your mentions by the total to calculate your Share of Voice – which is always a percentage. Usually, Share of Voice reports are formatted as a pie chart, so you can easily see how you fare versus your competition.
  • Return on ignoring???Imagine your life both personally and professionally if you didn’t have email [how do job, connect with friends...]Just imagine thatNow project yourself 2 / 5 years into the future, email gone way of the fax, SoMe is the now... What would your life be like?So better question is wha’ts your return on ignoring?
  • Random Acts of Social Media (RASMs)Bottom line, organizations without a plan for social media are destined to fail, sorry. Random acts of social media and marketing will kill your ROI faster than you can say ROI. Organizations must set goals and objectives before engaging in social media. Don’t tweet randomly. Time is our most valuable asset and we must use it wisely. To avoid randomness in social media integration is key to success. Social media needs to be integrated into the DNA of business. It is not a social band-aid for a bad business. Plan yer’ work and work yer’ plan as Granny would say
  • Size and expertise of staffContent already produced you can use onlineNeeds to be realistic, manageable, achievable, efficient
  • There are lots!Engage and drive traffic SoMe is here to stay, but the tools are temporary
  • Old saying, if you have a hammer, everything can look like a nail Start with what you want it to do – NEVER the tool Strategy first tools secondWhat do you need and what will enable you to deliver itTechnology is the enabler Put people first
  • Because tools will come and go...
  • What you need to get started ...strategyInfo gatherersResponders [the face of your bsuiness]You’re not likely at the point yet where you have social media wired into everything. Right now, you may just be trying to figure out where to get started and deciding who is responsible for managing it and accountable for the results that grow from it. That’s perfectly okay, and it’s where a lot of organizations begin.Leadership: Championing social media strategies to management and throughout the organization to encourage participationIntent: Laying out the underlying tenets and purposes for social media participation as an organizationGuidance: Developing social media participation guidelines – not just rules and regulations – that everyone can adopt and get behindBest Practices: Be the center for subject matter expertise around the world of social mediaCoordination: Keeping of the messy bits of internal communication and coordination around social media implementationInformation gatherers form your centralized listening centers, monitoring the social web and mining it for relevant information, and they make sure that information gets to the people that need it. They might interact on behalf of the company as well, but their chief responsibility is to locate information for others to act. These players are early warning systems, researchers, and the information filters of corporate social media.Frontline responders will be the faces of your company. They are the ones who work in a public light to either react to the needs and demands of your online community or provide a public-facing persona and presence for your brand. They conduct the proactive engagement and participation online to connect with customers, prospects, and the community as a whole. Social media and community management professionals are frontline responders, as are your communication teams and your customer service teams.
  • He says small businesses should be taking advantage of social media, a "phenomenal trend allowing companies of all sizes to reach customers around the world".Smaller businesses tend to be more nimble with less layers of approval required to get these things moving,” says Carruthers. “Social media also levels the playing field for smaller businesses, enabling them to compete more equally with larger ones. Social media enables smaller businesses to reach out to a much broader audience than they could afford using traditional media approaches. “For a tiny fraction of the cost of a traditional above-the-line campaign a small business can implement a social media presence that truly engages with their audience and allows them to drive and track direct sales. This capability is unprecedented in business history and is a real game-changer for small business.”
  • Getting Started in Social Media_April2011

    1. 1. Social Media:What’s all the fuss about? Karli Furmage
    2. 2. We are social critters
    3. 3. How we ‘do’ social is changing
    4. 4. social then social now
    5. 5. First, a couple of things you should know ...
    6. 6. Social media is a term used to describe thetype of media that is based onconversation and interaction betweenpeople online....
    7. 7. it’s a fad ....hmmm.... they said the samething about Coca Cola, the Beatles, automobiles....
    8. 8. Why should you give a...
    9. 9. ...Social Media is thebiggest shift since theIndustrial Revolution
    10. 10. The internet iswritten in pen
    11. 11. Think not what social media can do for you but what you can do for social media
    12. 12. Tech / business supportConference - News BriefingsFriendsourcingMicro-Attention-SharingDirect People to Good CausesSpecial deals / marketing messages
    13. 13. Not like traditional marketing
    14. 14. Social Media is...Consumer driven Transparent Engaging Inclusive Sincere
    15. 15. .
    16. 16. Thinking like a Social Media Strategist
    17. 17.  Be respectful and authentic Protect confidential information Consider audience & exercise good judgement Respect copyright Bring value Can they do this during their work day
    18. 18. 1Your Objectives
    19. 19. Connect with your target market Demonstrate Gather feedback Expertise Your Social Media ObjectivesLaunch products, competitions, Increase Followers innovations etc Engage in Conversation
    20. 20. 2 Listen
    21. 21. Neilson BuzzMetrics Visible Technologies Meteor Solutions Alterian SM2 BrandWatchPaid listening tools
    22. 22.
    23. 23. Find out about your audience
    24. 24. “Communities already exists... think about “ how you can help that community do what it wants to do. Mark Zuckerberg “
    25. 25. 3 make a plan
    26. 26. Keep track of your ROI
    27. 27. RASMsRandom Acts of Social Media are kind of like...
    28. 28. Realistic Manageable Achievable Efficient What am I willing to invest inimplementing a Social Media plan?
    29. 29. Choose your tools
    30. 30. When you have a hammer everything can look like a nail
    31. 31. Dear Yahoo, Ive never heard anyone say,"I dont know, lets Yahoo! it..." Just saying... Sincerely, Google
    32. 32. Who owns social media in your business? Free to a good home
    33. 33. What can small business learn from all this?
    34. 34. • Be authentic and share• Listen• Experiment• Make a plan• Be transparent and honest• Contribute in a meaningful way• See criticism as an opportunity• Be proactive
    35. 35. GoGlobalTeam