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Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
Social Media: A Practical Guide
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Social Media: A Practical Guide

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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.

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.

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  • 1. An Introduction To Social Media<br />James Fraser, @jamesfraser<br />Ciarán Norris, @ciaranj<br />baraka27 on flickr<br />
  • 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<br />Before we start<br />When to shoot me…<br />
  • 4. When to shoot me...<br />4<br />Cambodia4kidsorg on flickr<br />
  • 5. 5<br />What are we talking about?<br />What is social media?<br />
  • 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<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<br />Why should you care?<br />
  • 9. PC<br />Mobile<br />9<br />Twitter Tools<br />
  • 10. 10<br />Why should you care?<br /><ul><li> 10 hours of video uploaded to YouTube every minute
  • 11. Facebook would be the 5th largest country in the world
  • 12. Over 133 million blogs created since 2002
  • 13. 15-24 yr olds spend 2.14 billion minutes per month on Bebo
  • 14. 800 million photos uploaded to Facebook every month
  • 15. Social media sites are 5 of top 10 most popular globally</li></ul>Sources include TechCrunch, Facebook, Wikipedia, Technorati, Bebo, Alexa<br />
  • 16. 11<br />Why should you care?<br /><ul><li>UK are heaviest users of social networks in Europe¹
  • 17. 85% have watched a video on a video sharing site
  • 18. 66% of internet users in UK read blogs²
  • 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. 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. 13<br />What does it mean?<br /><ul><li> Blogs/Micro-blogs
  • 22. Social networks
  • 23. Social news aggregators
  • 24. Social bookmarking sites/folksonomies
  • 25. Wikis
  • 26. Video sharing/image sharing sites
  • 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. Somewhere for silly pictures of cats?<br />
  • 29. 16<br />Blogs are just publishing tools<br />
  • 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. 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. 19<br />Micro-Blogs<br />Twitter?<br />That’s just like Facebook updates, right?<br />
  • 33. Twitter is just a communication tool<br />
  • 34. Defining social media<br />Micro-Blogs<br />
  • 35. Defining social media<br />Micro-Blogs<br />
  • 36. Defining social media<br />Micro-Blogs<br />
  • 37. 24<br />Social Networks<br />Facebook, MySpace, LinkedIn, Bebo, Orkut<br />Places where people can talk & share<br />
  • 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. 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. 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. 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. 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. 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. 31<br />Wikis<br />Collaboratively edited web sites<br />Made famous by Wikipedia<br />
  • 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. 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. 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. 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. 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. 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. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />
  • 52. 39<br />Why Else Does This Matter?<br />Blended search allows social media content to go mainstream<br />
  • 53. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />
  • 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. <ul><li>Publish Web page
  • 56. Publish or maintain blog
  • 57. Upload video to sites like YouTube
  • 58. Comment on blogs
  • 59. Post ratings and reviews</li></ul>Creators<br />Critics<br /><ul><li>Use RSS
  • 60. Tag Web pages</li></ul>Collectors<br /><ul><li>Use social networking sites</li></ul>Joiners<br /><ul><li>Read blogs
  • 61. Watch peer-generated video
  • 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. 43<br />How Do I Do It?<br />
  • 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. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies<br />
  • 66. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies<br />
  • 67. Why else does this matter?<br />Blended search makes it easier for social media content to go mainstream<br />Case Studies<br />
  • 68. 48<br />650% uplift in sales<br />
  • 69. 49<br />650% uplift in sales<br />
  • 70. 50<br />650% uplift in sales<br />
  • 71. 51<br />650% uplift in sales<br />100,000 asked for Ubuntu Linux: Dell added it<br />
  • 72. 52<br />$3 million sales in 18 months<br />
  • 73. 53<br />
  • 74. 54<br />
  • 75. Who’s getting it right?<br />Refresh an offline brand (publishing)<br />Increase interaction<br />Drive more ad revenue (CPM)<br />
  • 76. Who’s getting it right?<br />Refresh an offline brand (publishing)<br />Increase interaction<br />Drive more ad revenue (CPM)<br />
  • 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. 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. 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. 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. 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. 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. 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. 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. 65<br />The Depressing Thing<br />“Bloggergate”<br />
  • 86. 66<br />
  • 87. 67<br />
  • 88. 68<br />Reasons It Goes Wrong<br /><ul><li>Profile mismatches
  • 89. Lack of defined objectives
  • 90. Strategic timidity
  • 91. Flawed technology implementation</li></li></ul><li>69<br />Reasons It Goes Wrong<br /><ul><li>Profile mismatches
  • 92. Lack of defined objectives
  • 93. Strategic timidity
  • 94. Flawed technology implementation</li></ul>psd on flickr<br />
  • 95. 70<br />Give us a shout<br />Ciarán Norris<br />Head of Social Media<br />Mindshare<br />ciaran.norris@mindshareworld.com<br />

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