A  SOCIAL MEDIA  “ CONVERSATION”
What is social media?   How has is affected media? …and consumer behavior?  What are the changes/trends? Is it a requireme...
Social Media  (in simple terms)… <ul><li>CONVERSATIONS surrounding CONTENT through DIGITAL TOOLS. </li></ul>CONVERSATIONS ...
<ul><li>Natural Conversations </li></ul>Public & Aggregated Broadcasted
Social media has massively impacted the way we consume information. <ul><li>Facebook’s daily traffic surpassed Yahoo!’s  <...
CONSUMER AFFECT: Our behavior and decisions are being altered…
Aggregated Sentiments Guide Us vs.
Our Influences Have Evolved Proactive   Passive Subscribe    Search   Filtered
Your Network Has Increasingly More Power
The Physical World Is Changing Too
SOCIAL MEDIA LANDSCAPE: How is it evolving?…
FACEBOOK CHANGES <ul><li>f8 Announcements </li></ul><ul><li>Open API </li></ul><ul><li>Open Graph </li></ul><ul><li>Credit...
WHAT DOES THIS MEAN? <ul><li>Facebook can now more holistically aggregate the content being recommended in real time and a...
TRAFFIC INCREASES + DATA OVER 100K+ SITES HAVE INTEGRATED FACEBOOK 290% INCREASE IN FB REFERRALS 250% INCREASE IN FB REFER...
Twitter: Multiple Utility <ul><li>Personal Micro-Blog </li></ul><ul><li>Trending Topics </li></ul><ul><li>Hashtags/Aggrega...
Twitter Frontier
Location Based Services: Foursquare GAME SOCIAL VALUE
History Channel: Foursquare
Is Social Media Necessary  for Survival?
ACCESSIBLE INFLUENCE ANYTIME UBIQUITOUS
THE BRAND CHALLENGE: Making the right marketing moves…
The Challenge <ul><li>It’s like high school. </li></ul>
A Brand Challenge <ul><li>Brands have to be comfortable in their own skin </li></ul><ul><li>Brands are in the same crowd a...
marketing
SOCIAL PROGRAMS KNOW HOW TO  FLIRT
F OCUS L ANGUAGE I NCENTIVES R ULES T OOLS Sami Vitamaki, FLIRTing with the Crowds
STRATEGIC TACTICAL TECHNICAL Sami Vitamaki, FLIRTing with the Crowds
FOCUS Sami Vitamaki, FLIRTing with the Crowds
LANGUAGE <ul><li>Authentic </li></ul><ul><li>Transparent </li></ul><ul><li>Empathetic </li></ul><ul><li>Understanding & Re...
INCENTIVES <ul><li>Intrinsic </li></ul><ul><ul><li>challenge </li></ul></ul><ul><ul><li>creativity </li></ul></ul><ul><ul>...
RULES <ul><li>Of initiation </li></ul><ul><li>Of interaction </li></ul><ul><li>Of governance </li></ul><ul><li>Of mutual v...
TOOLS <ul><li>Platforms (Owned vs. Earned vs. Hybrid) </li></ul><ul><li>Content Creation Tools </li></ul><ul><li>Organizat...
 
 
 
Tenants of Community Building <ul><li>Engage :  Give users a way to interact with the brand and others. Make them stick ar...
JETBLUE Twitter Community:  1.6 MM
ENGAGE INFORM + VALIDATE ENTERTAIN
5 SOCIAL MEDIA TIPS: Small words of wisdom…
YOU CAN AMPLIFY ANYTHING
THINK DIALOGUE,  NOT MONOLOGUE
LISTENING IS EVERYTHING
PROVIDE THE SOCIAL TOOLS… THEY WILL BUILD IT
CONSUMERS CREATE VALUE… YOU LEVERAGE IT
THANK YOU …
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Social Media Overview

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Social Media Overview by Andre Woolery

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Social Media Overview

  1. 1. A SOCIAL MEDIA “ CONVERSATION”
  2. 2. What is social media? How has is affected media? …and consumer behavior? What are the changes/trends? Is it a requirement? Challenges brands face? How do we execute? Why you should monitor? How to build community? Simple tips for success?
  3. 3. Social Media (in simple terms)… <ul><li>CONVERSATIONS surrounding CONTENT through DIGITAL TOOLS. </li></ul>CONVERSATIONS CONTENT DIGITAL TOOLS
  4. 4. <ul><li>Natural Conversations </li></ul>Public & Aggregated Broadcasted
  5. 5. Social media has massively impacted the way we consume information. <ul><li>Facebook’s daily traffic surpassed Yahoo!’s </li></ul><ul><li>Google Buzz has enabled 175 million Gmail users with social networking capabilities. </li></ul><ul><li>YouTube is the web’s #2 search engine </li></ul><ul><li>More than 175,000 blogs are created every day (Technorati) </li></ul><ul><li>There are more than 50 million Tweets per day </li></ul>
  6. 6. CONSUMER AFFECT: Our behavior and decisions are being altered…
  7. 7. Aggregated Sentiments Guide Us vs.
  8. 8. Our Influences Have Evolved Proactive Passive Subscribe Search Filtered
  9. 9. Your Network Has Increasingly More Power
  10. 10. The Physical World Is Changing Too
  11. 11. SOCIAL MEDIA LANDSCAPE: How is it evolving?…
  12. 12. FACEBOOK CHANGES <ul><li>f8 Announcements </li></ul><ul><li>Open API </li></ul><ul><li>Open Graph </li></ul><ul><li>Credits </li></ul><ul><li>Check Ins </li></ul>
  13. 13. WHAT DOES THIS MEAN? <ul><li>Facebook can now more holistically aggregate the content being recommended in real time and at a large scale while being socially relevant. </li></ul>
  14. 14. TRAFFIC INCREASES + DATA OVER 100K+ SITES HAVE INTEGRATED FACEBOOK 290% INCREASE IN FB REFERRALS 250% INCREASE IN FB REFERRALS 200% INCREASE IN FB REFERRALS 350,00 LIKES
  15. 15. Twitter: Multiple Utility <ul><li>Personal Micro-Blog </li></ul><ul><li>Trending Topics </li></ul><ul><li>Hashtags/Aggregation </li></ul><ul><li>ReTweet (RT) </li></ul><ul><li>RSS Feed </li></ul><ul><li>Multiple access points </li></ul><ul><li>Search </li></ul>
  16. 16. Twitter Frontier
  17. 17. Location Based Services: Foursquare GAME SOCIAL VALUE
  18. 18. History Channel: Foursquare
  19. 19. Is Social Media Necessary for Survival?
  20. 20. ACCESSIBLE INFLUENCE ANYTIME UBIQUITOUS
  21. 21. THE BRAND CHALLENGE: Making the right marketing moves…
  22. 22. The Challenge <ul><li>It’s like high school. </li></ul>
  23. 23. A Brand Challenge <ul><li>Brands have to be comfortable in their own skin </li></ul><ul><li>Brands are in the same crowd as consumers that really practice freedom of speech </li></ul><ul><li>Brands lose control of how they are represented </li></ul><ul><li>Rumors become fact </li></ul><ul><li>It requires a lot of courage and maturity. </li></ul>
  24. 24. marketing
  25. 25. SOCIAL PROGRAMS KNOW HOW TO FLIRT
  26. 26. F OCUS L ANGUAGE I NCENTIVES R ULES T OOLS Sami Vitamaki, FLIRTing with the Crowds
  27. 27. STRATEGIC TACTICAL TECHNICAL Sami Vitamaki, FLIRTing with the Crowds
  28. 28. FOCUS Sami Vitamaki, FLIRTing with the Crowds
  29. 29. LANGUAGE <ul><li>Authentic </li></ul><ul><li>Transparent </li></ul><ul><li>Empathetic </li></ul><ul><li>Understanding & Respectful (of Customer and Context) </li></ul><ul><li>Leverages Social Objects </li></ul><ul><li>Emphasizes Social Verbs </li></ul>Sami Vitamaki, FLIRTing with the Crowds
  30. 30. INCENTIVES <ul><li>Intrinsic </li></ul><ul><ul><li>challenge </li></ul></ul><ul><ul><li>creativity </li></ul></ul><ul><ul><li>enjoyment </li></ul></ul><ul><ul><li>learning </li></ul></ul><ul><ul><li>satisfying curiosity </li></ul></ul>Sami Vitamaki, FLIRTing with the Crowds <ul><li>Extrinsic </li></ul><ul><ul><li>immaterial </li></ul></ul><ul><ul><ul><li>fame </li></ul></ul></ul><ul><ul><ul><li>recognition </li></ul></ul></ul><ul><ul><ul><li>access </li></ul></ul></ul><ul><ul><ul><li>reciprocity/community </li></ul></ul></ul><ul><ul><li>material </li></ul></ul><ul><ul><ul><li>cash rewards </li></ul></ul></ul><ul><ul><ul><li>tangible non-cash rewards </li></ul></ul></ul>
  31. 31. RULES <ul><li>Of initiation </li></ul><ul><li>Of interaction </li></ul><ul><li>Of governance </li></ul><ul><li>Of mutual value exchange </li></ul><ul><li>Constraints </li></ul><ul><li>Arbitrary rules (to foster creativity) </li></ul>Sami Vitamaki, FLIRTing with the Crowds
  32. 32. TOOLS <ul><li>Platforms (Owned vs. Earned vs. Hybrid) </li></ul><ul><li>Content Creation Tools </li></ul><ul><li>Organizational Infrastructure </li></ul><ul><li>Training & Alignment </li></ul><ul><li>Sentiment Tracking </li></ul><ul><li>Social Mention Triage </li></ul>
  33. 36. Tenants of Community Building <ul><li>Engage : Give users a way to interact with the brand and others. Make them stick around and come back for more. </li></ul><ul><li>Inform : Provide users with valuable insider information. </li></ul><ul><li>Validate : Let users know their actions are noticed and appreciated. </li></ul><ul><li>Entertain : Social media is, at its roots, the equivalent of a backyard BBQ with like-minded people. Keep it interesting and fun for all (within the parameters of your brand voice). </li></ul>
  34. 37. JETBLUE Twitter Community: 1.6 MM
  35. 38. ENGAGE INFORM + VALIDATE ENTERTAIN
  36. 39. 5 SOCIAL MEDIA TIPS: Small words of wisdom…
  37. 40. YOU CAN AMPLIFY ANYTHING
  38. 41. THINK DIALOGUE, NOT MONOLOGUE
  39. 42. LISTENING IS EVERYTHING
  40. 43. PROVIDE THE SOCIAL TOOLS… THEY WILL BUILD IT
  41. 44. CONSUMERS CREATE VALUE… YOU LEVERAGE IT
  42. 45. THANK YOU …
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