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What is social media, and why should I care?
 

What is social media, and why should I care?

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A presentation created for my marketing agency, Luckie & Compnay, but hopefully useful for anybody.

A presentation created for my marketing agency, Luckie & Compnay, but hopefully useful for anybody.

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    What is social media, and why should I care? What is social media, and why should I care? Presentation Transcript

    •  
    • What it is Social media is any tool that lets you share information and network with others.
    • What it is • Blogging • Micro-blogging • Social networks • Video sharing • Photo sharing • Chat Rooms • Podcasts • Virtual worlds • Wikis • Mobile
    • What are people doing? 1. Watching videos (83%) 2. Reading blogs (73%) 3. Viewing shared photos (63%) 4. Using a social network (57%) 5. Commenting on blogs (55%) Source: Universal McCann Wave 3 (April 2008)
    • Why should an agency care?
      • It’s changing how marketing works
      • It’s an affordable way to get results
      • It’s growing insanely fast
      • Clients will turn to us for answers
    • Why should an agency care? According to a 2008 survey of CMOs: “ 45% of respondents have switched agencies (or plan to switch) for one with greater digital knowledge.” Source: “The Future of Advertising,” Tim Brunelle (Sept. 2008)
    • Blogs
    • What are they? Blogs are regularly updated Web sites, usually featuring comments and links.
    • Why should you care? Blogs are now a standard source of news and info 77 million+ Americans visit blogs 346 million blog readers worldwide Source: Technorati State of the Blogosphere 2008
    • Why should you care? Blogs are a two-way street for marketers: Lead the discussion on our blogs Join the discussion on theirs
    • Where did blogs come from? 1967 — Internet is born 1979 — First discussion boards 1992 — First Web site
    • Isn’t it beautiful?
    • Where did blogs come from? 1994 — First online diaries 1997 — Term "WebLog" is coined 1998 — Open Diary becomes the first WebLog tool 1999 — "Weblog" becomes "blog"
    • Where did blogs come from? 1999 — LiveJournal 1999 — Blogger 2001 — Movable Type 2003 -- WordPress 2006 — Twitter
    • Why blogs were a big deal • Blogs changed the way people saw the Web •  You can create, react, communicate • For the first time ever, anyone could make content for a global audience
    • Today’s blogosphere • 77% of active Internet users read blogs • 133 million blogs created since 2002 • Roughly half of all bloggers are over 35 Source: Technorati State of the Blogosphere 2008
    • What are the most-read blogs in America?
    • What are the most-read blogs in America? 1. Huffington Post 2. TechCrunch 3. Gizmodo 4. Engadget 5. Boing Boing
    • What are the most-read blogs in America? The Social Path is No. 148,031
    • How are businesses using blogs?
    • Doing it right Why it’s great: Funny Charming Fits the brand
    • Doing it right Why it’s great: Candid Responsive Sincere
    • Doing it right Why it’s great: Unfiltered Entertaining Insightful
    • Doing it wrong • Fake blogs • Created and forgotten blogs • Commenters locked out
    • When a biz should blog • You consistently have something to say • The writer has authority • You're willing to be candid • There's something in it for the readers
    • When a biz shouldn’t blog • No one can write • You're just rehashing press releases • There's no motivation to read it
    • Blogger outreach One-third of bloggers have been approached to be brand advocates. Source: Technorati State of the Blogosphere 2008
    • Blogger outreach More people read personal blogs than any other type of blog. Source: Universal McCann Wave 3 (April 2008)
    • Why reach out to blogs? •  Bloggers are influential even beyond their blogs •  A little time and money goes a long way • 8 of 10 bloggers post product reviews • Search engines love blogs
    • Why reach out to blogs? HP’s “31 Days of the Dragon” Campaign • Gave laptops to 31 bloggers •  Laptops then given away to readers • 84% increase in HDX Dragon sales • 10% increase in overall PC sales
    • Keys to connecting with bloggers • Honesty • Limited expectations • Knowledge of the blogger
    • Keys to connecting with bloggers
    • Micro-blogging
    • What is it? Brief posts about your opinions or your life, shared with the world.
    • Why should you care? Sites like Twitter are revolutionizing how people and businesses communicate. Seriously.
    • What is Twitter?
    • What is Twitter?
    • What is Twitter? Users post brief messages of 140 characters or less. You choose whom you follow, but anyone can respond to you.
    • Other micro-blogging sites • Jaiku • Friendfeed • Pownce • Identi.ca • Facebook/MySpace statuses
    • Other micro-blogging sites By May 2007, just over a year after Twitter’s launch, there were more than 110 similar sites worldwide. Source: Wikipedia
    • Posts can be stupid
    • Or funny
    • Or informative
    • How businesses use Twitter
    • How businesses use Twitter • Comcast: Proactive customer service • Southwest: PR, promotions and support • H&R Block: Finding new customers •  Dell: Multiple accounts for customer service (“richardatDELL”, etc.)
    • Keys to using Twitter for biz • Have a plan • Have personality (and a real name) • Use Twitter Search to pay attention •  Talk to contacts even when they don’t need you for something
    • Social networks
    • What are they? Sites that connect people with shared interests, backgrounds, disturbing fetishes, etc.
    • Why should you care? Social networks have become the hubs of people's online lives. They may visit lots of sites, but their networks are where they live.
    • What’s the most popular social network in the U.S.?
    • Social networks in the U.S. Source: Hitwise analytics, August 2008
    • What’s the fastest growing social network in the U.S.?
    • Social network growth in the U.S. Source: Hitwise analytics, August 2008
    • Pros of MySpace • Still No. 1 in U.S. — for now • Great for music and arts • Ideal medium to target young consumers • More customizable options for advertisers
    • Pros of Facebook • Cleaner look and navigation • Young professional crowd • Cheap and easy targeted ads • Several great tools for businesses and nonprofits • May soon surpass MySpace in daily traffic
    • How we can use Facebook • Pages Let users become “fans”
    • How we can use Facebook • Applications Create branded tools, games, etc.
    • How we can use Facebook • Causes An application designed to give powerful tools and resources to nonprofits.
    • How we can use Facebook • Targeted ads Very cheap and very easy.
    • Some other sites to try Google Alerts Get real-time updates by e-mail whenever someone mentions you, a client, or any term at all.
    • Some other sites to try Google Reader Get all your favorite blogs in one place by using RSS feeds.
    • Some other sites to try Delicious.com Bookmark sites, videos, articles, etc. and pull them up from any computer
    • Some other sites to try TheSocialPath.com Shameless plug: We try to keep people updated on social media trends without getting bogged down in jargon.
    • A few closing thoughts Why is social media so scary? • It breaks down the walls • It’s filled with moving targets • There are still a lot more questions than answers
    • A few closing thoughts But… • It’s easier than you think • Education erases fear • We’re the right people for the job
    • Thanks for your time.
        • [email_address]
        • Twitter.com/griner
        • TheSocialPath.com