0
An Introduction To Social Media<br />James Fraser, @jamesfraser<br />Ciarán Norris, @ciaranj<br />baraka27 on flickr<br />
2<br />Agenda<br />What are we talking about?<br />Why should you care?<br />What does it mean?<br />How do I do it?<br />...
3<br />Before we start<br />When to shoot me…<br />
When to shoot me...<br />4<br />Cambodia4kidsorg on flickr<br />
5<br />What are we talking about?<br />What is social media?<br />
6<br />Social media supports the human need for social interaction with technology, transforming broadcast media monologue...
7<br />What on earth does that mean?<br />Technologies that allow people to connect with each other and create and share i...
8<br />Why should you care?<br />
PC<br />Mobile<br />9<br />Twitter Tools<br />
10<br />Why should you care?<br /><ul><li> 10 hours of video uploaded to YouTube every minute
 Facebook would be the 5th largest country in the world
 Over 133 million blogs created since 2002
 15-24 yr olds spend 2.14 billion minutes per month on Bebo
 800 million photos uploaded to Facebook every month
 Social media sites are 5 of top 10 most popular globally</li></ul>Sources include TechCrunch, Facebook, Wikipedia, Techno...
11<br />Why should you care?<br /><ul><li>UK are heaviest users of social networks in Europe¹
85% have watched a video on a video sharing site
66% of internet users in UK read blogs²
25% have started a blog²</li></ul>Sources: ¹ comScore Oct 2007; ² Universal McCann Social Media Tracker Wave 3 March 2008;...
12<br />Why should you care?<br />“I think more positively about companies that have blogs”<br />33% of global internet un...
13<br />What does it mean?<br /><ul><li> Blogs/Micro-blogs
 Social networks
 Social news aggregators
 Social bookmarking sites/folksonomies
 Wikis
 Video sharing/image sharing sites
Social aggregators</li></li></ul><li>14<br />Blogs<br />A blog (an abridgment of the term web log) is a website, usually m...
Somewhere for silly pictures of cats?<br />
16<br />Blogs are just publishing tools<br />
17<br />Blogs<br />So forget about blogs and bloggers and blogging and focus on this - the cost and difficulty of publishi...
18<br />Micro-Blogs<br />Micro-blogging is a form of blogging that allows users to write brief text updates (usually less ...
19<br />Micro-Blogs<br />Twitter?<br />That’s just like Facebook updates, right?<br />
Twitter is just a communication tool<br />
Defining social media<br />Micro-Blogs<br />
Defining social media<br />Micro-Blogs<br />
Defining social media<br />Micro-Blogs<br />
24<br />Social Networks<br />Facebook, MySpace, LinkedIn, Bebo, Orkut<br />Places where people can talk & share<br />
25<br />Social News Aggregators<br />Online newspapers where the readers pick the stories and what goes on the front page<...
Defining social media<br />Social news aggregators<br />	Online newspapers where the readers pick the stories and what goe...
Defining social media<br />Social news aggregators<br />	Online newspapers where the readers pick the stories and what goe...
Defining social media<br />Social news aggregators<br />	Online newspapers where the readers pick the stories and what goe...
29<br />Social Bookmarking/Folksonomies<br />Like an online version of Internet Explorer’s favourites bar.<br />Allows use...
Defining social media<br />Social bookmarking sites/folksonomies<br />	Like an online version of your Internet Explorer fa...
31<br />Wikis<br />Collaboratively edited web sites<br />Made famous by Wikipedia<br />
Defining social media<br />Social bookmarking sites/folksonomies<br />	Like an online version of your Internet Explorer fa...
33<br />Video/Image Sharing Sites<br />Sites where people share videos & images, unsurprisingly.<br />Powerful niche commu...
34<br />Video/Image Sharing Sites<br />Sites where people share videos & images, unsurprisingly.<br />Powerful niche commu...
35<br />Video/Image Sharing Sites<br />Sites where people share videos & images, unsurprisingly.<br />Powerful niche commu...
36<br />Video/Image Sharing Sites<br />Sites where people share videos & images, unsurprisingly.<br />Powerful niche commu...
37<br />Social Aggregators<br />Tools that allow  you to centrally manage all of your social profiles.<br />FriendFeed rec...
Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />
39<br />Why Else Does This Matter?<br />Blended search allows social media content to go mainstream<br />
Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />
41<br />How Do I Do It?<br />Planning a social media strategy:<br />People<br />Objectives<br />Strategy<br />Technology<b...
<ul><li>Publish Web page
Publish or maintain blog
Upload video to sites like YouTube
Comment on blogs
Post ratings and reviews</li></ul>Creators<br />Critics<br /><ul><li>Use RSS
Tag Web pages</li></ul>Collectors<br /><ul><li>Use social networking sites</li></ul>Joiners<br /><ul><li>Read blogs
Watch peer-generated video
Listen to podcasts</li></ul>Spectators<br /><ul><li>None of these activities</li></ul>Inactive<br />Source: Forrester’s NA...
43<br />How Do I Do It?<br />
Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies...
Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies...
Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies...
Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies...
48<br />650% uplift in sales<br />
49<br />650% uplift in sales<br />
50<br />650% uplift in sales<br />
Upcoming SlideShare
Loading in...5
×

Social Media: A Practical Guide

1,860

Published on

Social media marketing is a sector surrounded by hype & jargon. This guide aims to cut through all the smoke & mirrors and provide practical examples of how you can use this exciting new channel.

Published in: Technology, Business
3 Comments
13 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,860
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
211
Comments
3
Likes
13
Embeds 0
No embeds

No notes for slide

Transcript of "Social Media: A Practical Guide"

  1. 1. An Introduction To Social Media<br />James Fraser, @jamesfraser<br />Ciarán Norris, @ciaranj<br />baraka27 on flickr<br />
  2. 2. 2<br />Agenda<br />What are we talking about?<br />Why should you care?<br />What does it mean?<br />How do I do it?<br />Who’s doing it well?<br />
  3. 3. 3<br />Before we start<br />When to shoot me…<br />
  4. 4. When to shoot me...<br />4<br />Cambodia4kidsorg on flickr<br />
  5. 5. 5<br />What are we talking about?<br />What is social media?<br />
  6. 6. 6<br />Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).<br />
  7. 7. 7<br />What on earth does that mean?<br />Technologies that allow people to connect with each other and create and share information over the Internet.<br />Mindshare SocialMedia8<br />
  8. 8. 8<br />Why should you care?<br />
  9. 9. PC<br />Mobile<br />9<br />Twitter Tools<br />
  10. 10. 10<br />Why should you care?<br /><ul><li> 10 hours of video uploaded to YouTube every minute
  11. 11. Facebook would be the 5th largest country in the world
  12. 12. Over 133 million blogs created since 2002
  13. 13. 15-24 yr olds spend 2.14 billion minutes per month on Bebo
  14. 14. 800 million photos uploaded to Facebook every month
  15. 15. Social media sites are 5 of top 10 most popular globally</li></ul>Sources include TechCrunch, Facebook, Wikipedia, Technorati, Bebo, Alexa<br />
  16. 16. 11<br />Why should you care?<br /><ul><li>UK are heaviest users of social networks in Europe¹
  17. 17. 85% have watched a video on a video sharing site
  18. 18. 66% of internet users in UK read blogs²
  19. 19. 25% have started a blog²</li></ul>Sources: ¹ comScore Oct 2007; ² Universal McCann Social Media Tracker Wave 3 March 2008; <br />
  20. 20. 12<br />Why should you care?<br />“I think more positively about companies that have blogs”<br />33% of global internet universe<br />Sources: Universal McCann Social Media Tracker Wave 3 March 2008; <br />
  21. 21. 13<br />What does it mean?<br /><ul><li> Blogs/Micro-blogs
  22. 22. Social networks
  23. 23. Social news aggregators
  24. 24. Social bookmarking sites/folksonomies
  25. 25. Wikis
  26. 26. Video sharing/image sharing sites
  27. 27. Social aggregators</li></li></ul><li>14<br />Blogs<br />A blog (an abridgment of the term web log) is a website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse chronological order. <br />
  28. 28. Somewhere for silly pictures of cats?<br />
  29. 29. 16<br />Blogs are just publishing tools<br />
  30. 30. 17<br />Blogs<br />So forget about blogs and bloggers and blogging and focus on this - the cost and difficulty of publishing absolutely anything, by anyone, into a global medium, just got a whole lot lower. <br />And the effects of that increased pool of potential producers is going to be vast <br />Clay Shirky, 2004<br />
  31. 31. 18<br />Micro-Blogs<br />Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. <br />Wikipedia<br />
  32. 32. 19<br />Micro-Blogs<br />Twitter?<br />That’s just like Facebook updates, right?<br />
  33. 33. Twitter is just a communication tool<br />
  34. 34. Defining social media<br />Micro-Blogs<br />
  35. 35. Defining social media<br />Micro-Blogs<br />
  36. 36. Defining social media<br />Micro-Blogs<br />
  37. 37. 24<br />Social Networks<br />Facebook, MySpace, LinkedIn, Bebo, Orkut<br />Places where people can talk & share<br />
  38. 38. 25<br />Social News Aggregators<br />Online newspapers where the readers pick the stories and what goes on the front page<br />Can send large amounts of traffic, useful for talking to certain types of user<br />
  39. 39. Defining social media<br />Social news aggregators<br /> Online newspapers where the readers pick the stories and what goes on the front page<br /> Can send large amounts of traffic, useful for talking to certain types of user<br />
  40. 40. Defining social media<br />Social news aggregators<br /> Online newspapers where the readers pick the stories and what goes on the front page<br /> Can send large amounts of traffic, useful for talking to certain types of user<br />
  41. 41. Defining social media<br />Social news aggregators<br /> Online newspapers where the readers pick the stories and what goes on the front page<br /> Can send large amounts of traffic, useful for talking to certain types of user<br />
  42. 42. 29<br />Social Bookmarking/Folksonomies<br />Like an online version of Internet Explorer’s favourites bar.<br />Allows users to share content: approaching human edited search<br />
  43. 43. Defining social media<br />Social bookmarking sites/folksonomies<br /> Like an online version of your Internet Explorer favourites bar.<br /> Allows users to share content: approaching human edited search<br />
  44. 44. 31<br />Wikis<br />Collaboratively edited web sites<br />Made famous by Wikipedia<br />
  45. 45. Defining social media<br />Social bookmarking sites/folksonomies<br /> Like an online version of your Internet Explorer favourites bar.<br /> Allows users to share content: approaching human edited search<br />
  46. 46. 33<br />Video/Image Sharing Sites<br />Sites where people share videos & images, unsurprisingly.<br />Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.<br />
  47. 47. 34<br />Video/Image Sharing Sites<br />Sites where people share videos & images, unsurprisingly.<br />Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.<br />
  48. 48. 35<br />Video/Image Sharing Sites<br />Sites where people share videos & images, unsurprisingly.<br />Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.<br />
  49. 49. 36<br />Video/Image Sharing Sites<br />Sites where people share videos & images, unsurprisingly.<br />Powerful niche communities, with varying reach & scope – YouTube is the 2nd most popular search engine in the world.<br />
  50. 50. 37<br />Social Aggregators<br />Tools that allow you to centrally manage all of your social profiles.<br />FriendFeed recently bought by Facebook<br />
  51. 51. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />
  52. 52. 39<br />Why Else Does This Matter?<br />Blended search allows social media content to go mainstream<br />
  53. 53. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />
  54. 54. 41<br />How Do I Do It?<br />Planning a social media strategy:<br />People<br />Objectives<br />Strategy<br />Technology<br />Forrester POST Methodology<br />
  55. 55. <ul><li>Publish Web page
  56. 56. Publish or maintain blog
  57. 57. Upload video to sites like YouTube
  58. 58. Comment on blogs
  59. 59. Post ratings and reviews</li></ul>Creators<br />Critics<br /><ul><li>Use RSS
  60. 60. Tag Web pages</li></ul>Collectors<br /><ul><li>Use social networking sites</li></ul>Joiners<br /><ul><li>Read blogs
  61. 61. Watch peer-generated video
  62. 62. Listen to podcasts</li></ul>Spectators<br /><ul><li>None of these activities</li></ul>Inactive<br />Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery<br />
  63. 63. 43<br />How Do I Do It?<br />
  64. 64. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies<br />Phineas H on flickr<br />
  65. 65. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies<br />
  66. 66. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies<br />
  67. 67. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies<br />
  68. 68. 48<br />650% uplift in sales<br />
  69. 69. 49<br />650% uplift in sales<br />
  70. 70. 50<br />650% uplift in sales<br />
  71. 71. 51<br />650% uplift in sales<br />100,000 asked for Ubuntu Linux: Dell added it<br />
  72. 72. 52<br />$3 million sales in 18 months<br />
  73. 73. 53<br />
  74. 74. 54<br />
  75. 75. Who’s getting it right?<br />Refresh an offline brand (publishing)<br />Increase interaction<br />Drive more ad revenue (CPM)<br />
  76. 76. Who’s getting it right?<br />Refresh an offline brand (publishing)<br />Increase interaction<br />Drive more ad revenue (CPM)<br />
  77. 77. Who’s getting it right?<br />Promote a product that’s been on sale many times before<br />Utilise viral elements of social media<br />Encourage user interaction<br />Circa 480,000 followers<br />
  78. 78. Who’s getting it right?<br />Promote a product that’s been on sale many times before<br />Utilise viral elements of social media<br />Encourage user interaction<br />
  79. 79. Who’s getting it right?<br />Promote a product that’s been on sale many times before<br />Utilise viral elements of social media<br />Encourage user interaction<br />
  80. 80. Who’s getting it right?<br />Promote a product that’s been on sale many times before<br />Utilise viral elements of social media<br />Encourage user interaction<br />
  81. 81. Who’s getting it right?<br />Promote a product that’s been on sale many times before<br />Utilise viral elements of social media<br />Encourage user interaction<br />
  82. 82. Who’s getting it right?<br />Promote a product that’s been on sale many times before<br />Utilise viral elements of social media<br />Encourage user interaction<br />
  83. 83. Who’s getting it right?<br />Promote a product that’s been on sale many times before<br />Utilise viral elements of social media<br />Encourage user interaction<br />
  84. 84. 64<br />Ryanair’s ‘Apology’<br />Ryanair can confirm that a Ryanair staff member did engage in a blog discussion.It is Ryanair policy not to waste time and energy corresponding with idiot bloggers and Ryanair can confirm that it won&apos;t be happening again.Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel <br />
  85. 85. 65<br />The Depressing Thing<br />“Bloggergate”<br />
  86. 86. 66<br />
  87. 87. 67<br />
  88. 88. 68<br />Reasons It Goes Wrong<br /><ul><li>Profile mismatches
  89. 89. Lack of defined objectives
  90. 90. Strategic timidity
  91. 91. Flawed technology implementation</li></li></ul><li>69<br />Reasons It Goes Wrong<br /><ul><li>Profile mismatches
  92. 92. Lack of defined objectives
  93. 93. Strategic timidity
  94. 94. Flawed technology implementation</li></ul>psd on flickr<br />
  95. 95. 70<br />Give us a shout<br />Ciarán Norris<br />Head of Social Media<br />Mindshare<br />ciaran.norris@mindshareworld.com<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×