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Presentation for Foothill College Marketing Class on Social Media @ the Chubberly Center.

Presentation for Foothill College Marketing Class on Social Media @ the Chubberly Center.

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  • What industries are you all in? Well to know this, we need to know what the definition of Social Media is
  • This is not social media, (got to love the simpler years in life!)
  • Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content"[1]. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Social media utilization is believed to be a driving factor in the idea that the current period in time will be defined as the Attention Age.
  • A meme (pronounced /ˈmiːm/, rhyming with "cream"[1]) is a postulated unit of cultural ideas, symbols or practices, which can be transmitted from one mind to another through speech, gestures, rituals or other imitable phenomena.
  • What’s the next technology… Social media has just begun!
  • These are the place people shared information, or used to- some of it might still pertain to your business--- arcades? Probably not!. Now we’ve cut a lot or all of this out of our schedule and condensed our time. We have now turned to a less time consuming ways, like Meetup- Or my favorite Facebook.
  • Everyone is getting into the online Social Media. These are just some of the companies using this as a business tool. There are hundreds of sites you could put your business on and share information with others, but be picky!
  • There are so many sites, and associations that have their own communities, user groups and you can always start your own blog, right!
  • The US Green Building Council Northern California Chapter has free online community you can join- http://groups.usgbc-ncc.org/welcome.htm I hear that the AIA has something that they use, (not in the South Bay, but up here in San Francisco). Have you gone to some of the free Websites to add your company information and contact information?
  • People talk, and what they say about you, or your company, will effect your business… so of course social media applies to industries of ________. Market planning is key!
  • With out a plan, the ship will sink… or run aground. Be proactive and come up with a plan now, make it scaleable for your budget.
  • Can you control some of the noise that is being funneled from one person to another, probably not --- but you can create a campaign to deal with it. Here is the real question for all of us marketing people… how do you control it? Well you can’t but you can certainly try to manage it with your traditional and now the non-traditional forms. You need to be proactive now to help with the funnel of information that will be said about you online. You could do a monthly search and see what people are saying about you. You can have an employee do this or you can outsource it. I know of one company that is doing this for the A/E/C industries and is offering a really reasonable price to do this for you if you do not have time. How does this apply to you? Your clients are talking about you right now. Architects, builders and engineers, you next job is relying on your good reputations to be spoken of. If you are a builder and there is a problem with the job, or the client is not happy- you now need to control the quite complaining that they are doing about you. Maybe they are saying that you were to include X in the bid. It was not what you put in the bid, but that’s what they are say. That X might cost you 1million to add into the job, so you did not give it to them. You need to address it with the online source that they are going to tell people about it. If you’re a large construction company, you might give in and add in that 1Million X, so you do not loose this customer for repeat business. But if you decide not to give them what they want, you better be prepared to deal with the social media aspect of it. If you don’t know they are talking about you, then you will never be able to fix the issue. If you do not have time to pull monthly reports and manage the funnel of information- out source it.
  • So I’m not sure who’s hear today, small businesses, very large ones and the mid size companies, but here is some samples of what folks are spending.
  • They are spending on Social Media, because that’s where the people are…
  • Budget, what are you spending now- tweak it to add social media.
  • I’m sure you all have this figured into your budget by now, but here is a break down of a media budget for a client
  • You will not have time to do it all unless you have a big marketing department or you stay up every night managing all the stuff you could be doing! Again,do what is scalable for your company and start with you budgeting.
  • If some of you don’t know what a RSS feed is… here’s the definition for you. RSS (abbreviation for Really Simple Syndication) is a family of Web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format
  • Video blogging, sometimes shortened to vlogging[1][2][3] or vidblogging[4][5] is a form of blogging for which the medium is video.[6] Entries are made regularly and often combine embedded video or a video link with supporting text, images, and other metadata. Crowdsourcing is a neologism for the act of taking outsourcing to an undefined,large group of people or community in the form of an open call…to develop a new technology, carry out a design task (also known as community-based design[1] and distributed participatory design), refine or carry out the steps of an algorithm or help capture, systematize or analyze large amounts of data (see also citizen science). Social Media Satistics: usage stats, but we hoped that we can get more behavioal and attitude statsin with this..
  • This company is doing a good job of tracking this…
  • Create Content Strategy, Look at past Key Word Trends, check visitor patterns to your site, Search Engine Optimization- Are you doing that??? Create SAM (social arena marketing) profiles, and update them whenever there is news, or a changes in your bio, or company info.
  • I thought I’m not on Flick---, I found this photo when I searched the other day, so now it’s time for me to go in and manage my own content, before others do!
  • It’s all about branding yourself, your company and who knows about you… Everyone knows her- right ? What would have Marilyn done with Social Media? Her brand would have even more ROI now.
  • if anyone needs help with postings to Social Media sites, with email marketing, or other items that they are too busy with in their marketing daily tasks… let me know?

Social Media2 Copy 2 Social Media2 Copy 2 Presentation Transcript

  • Social Media 11/21/09 Heather Durham [email_address] 408-971-7558408-838-4019
  • How does social media apply to the Industry you are in?
    • Art
    • Architecture
    • Builders/Construction
    • Engineering
    • Entertainment
    • Food/restaurants
    • Government
    • Health/Fitness
    • Human Resources
    • Marketing/Communications/Public Relations
    • Pet/Animal care/Training
    • Sustainability/Environmental Services
    • Technology
    • Web services
  • This is not social media
  • Def. of Social Media
    • Social media is content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
    • Source:
    • http://en.wikipedia.org/wiki/Social_media
  • Social Media Has 3 Components
    • 1. Concept (art, information, or meme).
    • 2. Media (physical, electronic, or verbal).
    • 3. Social interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print).
  • Common Forms of Social Media
    • * Concepts, slogans, and statements with a high memory retention quotient, that excite others to repeat.
    • * Grass-Roots direct action information dissemination such as public speaking, installations, performance, and demonstrations.
    • * Electronic media with 'sharing', syndication, or search algorithm technologies (includes internet and mobile devices).
    • * Print media, designed to be re-distributed.
  • People have always shared information
    • Pow Wow
    • Letters
    • Phone/cell
    • Internet
    • What’s next?
  • Where are the saying it? Where did they talk about you?
    • @ Lunch with clients
    • Conferences
    • Golf and sports
    • Church
    • Dances
    • The office cooler
    • Theaters, plays, concerts etc .
    • Now online everywhere
    1950’s 1970’s
  • Social Media
    • Everyone is getting into the online Social Media. These are just some of the companies using this as a business tool.
  • Social Media Sites
    • LinkedIn
    • Facebook
    • Plaxo
    • Twitter
    • Flickr
    • Create your own group on Yahoo or Google Groups
    • MeetUp
  • What do you belong to now?
    • Go onto the associations sites that you belong to and get on their online groups/communities
    • USGBC
    • http://groups.usgbc-ncc.org/welcome.htm
    • AIA
    • http://live.blueskybroadcast.com/bsb/client/CL_DEFAULT.asp?Client=189914
  • What are people saying about your company and you?
  • Market Planning
    • With out a plan, the ship will sink… or run aground.
    • Be proactive and come up with a plan now, make it scaleable for your budget.
  • Marketing Planning
    • You will need a huge budget to reach everyone, so narrow it down to a reasonable target market (that’s the old thought process).
    • Remember the 20/80 rule… 80% of business comes from only 20% of your customers, so whom is most likely to buy from you- focus on them.
    • Rules are to be broken…do something unique for your business!
  • Ad Spending
    • Advertising Spending
    • Parent Company Jan - Dec 2008 Jan - Dec 2007 % Change
    • (millions) (millions)
    • Procter & Gamble Co. $2,848.2 $3,531.1 -19.3%
    • General Motors Corp. $2,117.7 $2,488.6 -14.9%
    • AT&T Inc. $1,662.7 $1,792.1 -7.2%
    • Verizon Communications Inc. $1,614.8 $1,636.3 -1.3%
    • Toyota Motor Corp. $1,555.0 $1,665.0 -6.6%
    • Ford Motor Co. $1,416.1 $1,981.6 -28.5%
    • Johnson & Johnson $1,211.0 $1,280.1 -5.4%
    • Time Warner Inc. $1,077.4 $1,411.4 -23.7%
    • Honda Motor Co. $1,016.6 $1,045.9 -2.8%
    • Cerberus Capital Mgt. (Chrysler) $1,002.6 $1,456.7 -31.2%
    • Total Top 10 $15,522.1 $18,288.8 -15.1%
    • Source: The Nielsen Company
  • Social Media Spending
    • “… social-networking sites. U.S. ad spending on social networks now is expected to reach $1.2 billion this year, lower than eMarketer’s earlier $1.4 billion estimate...”
    • Posted by Wall Street Journal online 12/9/08
  • Planning
    • The more planning and money the better the results…Who gets the cheese?
    • New businesses 10% of projected sales should be spent on Marketing.
    • Older business 3% to 4%.
    • In this economy the above numbers are too low.
    • You don’t want your competition to be more visible than you right now?
  • Annual Plans
    • Sample Budget
    • 1st Quarter of 2009 ( based on 200k budget annually)
    • Memberships/Associations
    • 5% of budget ($2,500)
    • Web site
    • 45% of budget ($22,500)
    • Marketing Traditional Items
    • 35% of budget ($17,500)
    • Events
    • 10% of budget ($5,000)
  • Where are you going to spend?
    • Do you need to do it all? Probably not… just budget what you can do, your time and what works best for your target market. This is one of the best ways to brand you and your company.
  • Tools & new Language
    • RSS (abbreviation for Really Simple Syndication) is a family of Web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format.
  • Widgets
    • A web widget is a portable chunk of code that can be installed and executed within any separate HTML-based web page by an end user without requiring additional compilation. They are derived from the idea of code reuse. Other terms used to describe web widgets include: gadget, badge, module, webjit, capsule, snippet, mini and flake. Web widgets usually but not always use DHTML, JavaScript, or Adobe Flash.
    • Widgets often take the form of on-screen tools (clocks, event countdowns, auction-tickers, stock market tickers, flight arrival information, daily weather etc).
  • Tools & new Language
    •  -VLogs = Video blogging
    • Ω -Crowdsourcing
    • ¥ -Social Media Statistics (SAS is one group that does this well).
  • Crowdsourcing
    • Crowdsourcing is a neologism for the act of taking outsourcing to an undefined, large group of people or community in the form of an open call…to develop a new technology, carry out a design task (also known as community-based design[1] and distributed participatory design), refine or carry out the steps of an algorithm or help capture, systematize or analyze large amounts of data (also citizen science).
  • Stats.
    • Social Media Statistics: usage statistics, and as the years progress… we hoped that we can get more behavioral and attitude stats in with this. (The marketing folks hope that is!).
  • Know your audience & only give valuable information to them
    • SAS Institute Inc. has long developed software for data analysis, econometrics, operations research, and quality improvement. A staff of over 90 statisticians and operations research analysts develop state–of–the–art software that reflects new methodology and practice. Close proximity to major universities and Research Triangle Park promotes the regular interchange of ideas with both academic and industry colleagues.
  • SMS
    • Short Message Service (SMS) is a communication service standardized in the GSM mobile communication system, using standardized communications protocols allowing the interchange of short text messages between mobile telephone devices. SMS text messaging is the most widely used data application on the planet, with 2.4 billion active users, or 74% of all mobile phone subscribers sending and receiving text messages on their phones
  • Social Media What have you done to prepare for this new aspect of business?
  • Basics
    • Keyword Optimization
    • A set of keywords are usually segregated into the primary, secondary and other related key words or phrases which best match the core content of the websites. Many web masters also tend to optimize their website with, keywords based on their products, services or content.
  • Basics
    • SEO-Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to search engine marketing (SEM) which deals with paid inclusion. Typically, the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence.
    • As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
  • Web Analytics
    • Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.[1]
    • Basically 2 categories of web analytics; off-site and on-site web analytics.
    • Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
  • Web Analytics
    • On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.
  • Social Media
    • “ Never say no to an invitation… you never know who you might meet, what business you might get from it and where you company will land on the Web!”
    • Media 100 Awards 2006; 2009 found photo on flickr.
  • It’s all about your brand
    • Everyone knows her- right?
    • Create an online brand for your company and using social media can help, especially for us small business folks.
  • Questions?
    • Contact:
    • Heather Durham
    • [email_address]
    • 408-971-7558
    • 408-838-4019
    • The Durham Group
    • P O Box 2428
    • San Jose CA 95109