Presentation takeaways advertised:What is Social Media and why is it important today?How can you get started and what you can expect. Good morning/afternoon everyone and thanks Scott for that introduction.Let me ask, who here feels they are tuned into the “tectonic shift” going on with social media?And who here feels concerned that it’s all talk and just a big distraction from business at hand? So it seems there are some people who didn’t raise their hand, waiting for another category! Well we could probably take the rest of the hour slicing and dicing into different segments but I’ve developed this talk to benefit everyone who raised and didn’t raise a hand… Before I begin, let me say that, in my experience, some topics in are fairly well understood, e.g. Lampposts, golf swing, accounting. Others however are black holes where everyone in this room and the country would have their own definition, e.g. Love, Marketing, and Social Media. They are simple, yet profound, realms, in which everyone has different levels of experience. For example, does anyone know the difference between the nomenclature on the bottom of this slide? Great – thanks. Now from this point forward, because there is so much to cover, and because one question could send me in a completely different direction, I’m going to ask you to jot questions down. I’ve developed this to neither leave anyone wondering what’s going on, nor anyone falling asleep. Briefly, before we begin, would you mind if I told you a few things about myself so you know whether you should believe what I’m saying?
Decade software developer – began early(Mac Flight Sim, DOS/Win Word, Windows 3.0)Decade corporate marketing (technology, manufacturing, retail, foodservice)Decade of consulting with clients ranging from OR, WA, BC co’s + MidwestCurrent/past service on boards (5 profit, 5 non-prof)President, Institute of Management Consultants + Co-Founded Customer Rel. Management Assoc.Certified Management Consultant (1% meet stds.)Interim Revenue Executive – CMO or VP Mktg for emerging and mid-market companies, encompassing full range from strategic planning and analysis to tactical execution and team maangement. 12 years online mktg. experience, 16 prod. launches@PaulTravisPT@PaulTravis.com #smbandwagon
Throughout this talk, I’ll endeavor to cite specific examples you can jot down for future reference – or follow me on Twitter to get the list all written out! I have participated in numerous trainings on social media – some quite expensive – only to have them show participants the tactics of setting up an account. For our purposes here today, I’m going to make the assumption that you business owners would only take the step of doing something if you knew WHY you were doing it. This goes along with my business practice, Strategy before Tactics. So here we go with Wikipedia…whose fingerprints lay on the murder weapon of WorldBook,EncyclopaediaBrittanica, and Encarta. And just to do a reality check here, who remembers encyclopedias being sold door-to-door? What I didn’t tell you about my education was that I participated in the executive branding program at Harvard Business School, which was taught by anthropologists. And what they would say is that this is a “point of experience” that separates different customer constituencies – the buying and the using of the family knowledge center, which has of course been replaced by an individualized experience accessible from everywhere.
Some of you picked up subtleties in those definitions and I’m happy for you to be extending your ideas about social media. At the same time, I’m cognizant that some of you may just have had 2 slides go over your head. So let’s boil it down to practical examples.Social Mediais already influencing the paradigm within we operate, and you may not see it yet.Here are two examples: Amazon, certainly one of the world’s largest retailers, has a strong commitment to listing customer experiences/testimonials/complaints along with the product description. I’ll tell you that my wife chooses Amazon over other places to purchase, because she knows she’ll see feedback there.Another example is a webinar I watched the other day. How many of you have participated in a webinar? Well this one was done with some Adobe technology that I’d not seen before – all the watchers at home were having a typing discussion WHILE watching and listening. Contrary to the hunch that it was perceived as “interrupting”, everyone seemed to experience it as a learning community.
Some of you picked up subtleties in those definitions and I’m happy for you to be extending your ideas about social media. At the same time, I’m cognizant that some of you may just have had 2 slides go over your head. So here is a restatement in Paul’s way of thinking – visually. How many know yourself to be visual learners? Another thing to keep in mind as you are taking products and services to market – we each consume information differently!
Most of you are familiar with “information overload” and Web 2.0 / Social Media has it too. This is one chart put together by a colorful young man, with everything you could ask for! How many of you would like magnifying glasses and study for a memorization test? How many of you would prefer that I highlight four or five of the most important things?
The heavyweights of the social media world are three-fold but I’m going to give you two others that shape the landscape.I’m going to mentioned each of the the others, then drill down.First is Twittter, which is the smallest at 20 mil users (April) and the fastest-growing. Second is FaceBook, which is about the 4th largest country on the planet. Third is LinkedIn, the oldest of the big social media sites and the only one that is profitable. Blogs are next, even though this represents thousands and thousands of individual sites – they represent UGC and are that important! Last are the ancillary tools and API’s that each of the sites are using now to be more pervasive than their own traffic. You may wonder why I didn’t list MySpace up here – it burned itself out on its own somewhat raunchy reputation.
How many of you have anaccount?Reminder to those of you who just raised your hands, participate in our experiment by submitting questions online
How it works:140 character messages, readable on phones/computers/carsDeliverabilityMany people access twitter “streams” with other readers, whether on an iPhone, PC, or Mac Three things to do on Twitter if you’re not already on it:Create an account and fill in some of your profile info – free until something changesThe way you get followers is to follow other people. Before you do that, however, I recommend you Tweet 8-10x so the first person you follow (friend or celebrity) will know something about you, in order to decide whether to follow you backNow comes the unique part about Twitter – look at the FOLLOWERS of that person and follow a few of them
Case studies:Dell—discount noticesPCC—3000Whole Foods—1 millionNestle—Juicy Juice mom topics (also a Juicy Juice Youtube channel)
How many of you have anaccount?
How it works:Avg stay: 19 minutesTwitter functionality plus a whole lot moreFriends (5000)Fans (unlimited – eg Starbucks has almost 4 million, Whole Foods has 100k) Three things to do on Facebook if you haven’t already been on it:Create a profile – it’s free (at least until further notice)Update your status (what you’re doing, feeling, thinking)Track down an old high school friend and invite them to connect with youFB started out as “personal” and added “business”
FBBottom line – they and elevate conversation about their products. It takes work; this isn’t “free”. Case studies:
How many of you have anaccount?
How it worksFB for Biz, not the personal notes about “took my dog for a walk”Like FB, the home page let’s you see activity of most everyone who has been active in your networkMain functions clearly labelled at the top – People, Jobs, Answers, Companies Three things to do on LinkedIn if you haven’t already been thereCreate your profile – free (paid membership gets you more)Search one of your competitors – People and CompaniesAsk a question in one of the hundreds of categories
LinkedIn Case studies:Job searchesPaul doing deals
How many of you have a blog? How many have read a blog?
How they work:Still seen by search engines as key to showing what is important on the netIf you haven’t already done this on any blog, you can go to mine and “subscribe” to get the weekly or biweekly posts I write.If you have never blogged, you can do so for free – try it once just so you can say you’ve done it! It takes about 5 minutes to set up (free) at www.wordpress.com
Blogging has been around longer than most of the other “social” sites, and is really a CLASS of site – so I’ll let you track down business blogging resources on your own. Suffice it to say that whenever I’m researching a company (either as a prospective customer or business partner) I go to the President/CEO/Owner’s blog. How they think about their business tells me a lot about whether I want to work with them. Case studies:CokeMicrosoftPolitical campaigns
Tools/API’s How they work: Case studies:TweetDeckSeesmicFriendorFollowTwitterKarma
How it worksBillions of videos have been uploaded to YouTube (and Billions of dollars were paid by Google for the size of the community they had built).There’s everything from advertisements to backyard bloopers to movie clips (some of which are bootleg and others are posted by the movie studios). What to do, if you haven’t already:Create an account – definitely freeType in some search terms and find something or someone you can subscribe to
If imitation is the most sincere form of flattery, then get to work on YouTube…
Like the Energizer Bunny, I could have kept going and going…. You know the old saying, “Just Add water”? Well Just put your toe in the water!Even just as a USER of the various sites.IN FACT, since we began this talk a half hour ago, here’s how the social media landscape looks…
This talk was promoted as addressing key takeaways “How can you get started” and “What can you expect”.
Getting on the Bandwagon
Social Media:Getting on the Bandwagon<br />2009-08-11Paul Travis, CMC <br />
Current/past service on boards (5 profit, 5 non-prof)
10 years consulting – OR, WA, BC co’s + Midwest
10 years corporate marketing – most rec. public VP
10 years software developer – began early</li></li></ul><li>Using Social Media to Define Social Media!<br />From Wikipedia:<br /><ul><li>Online content created by peopleusing highly accessible and scalablepublishing technologies.
A shift in how people discover, read and share news, information and content; it supports the human need for social interaction with technology, transforming broadcast media monologues (1:many) into social mediadialogues (many:many).</li></li></ul><li>Wikipedia Definition Continued<br /><ul><li>It supports the democratization ofknowledge and information,transforming people from contentconsumers into content producers.
Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.
Businesses also refer to social media asuser-generated content (UGC) orconsumer-generated media (CGM). </li></li></ul><li>What Does All That Mean?!<br /><ul><li>Media contributed to by people (society) –not corp. publishers/editors/writers as in the past
Simple and yet profound – just as was the Internet
Brands are no longer owned by companies; they’re shaped by the people who use them and talk about them online.
Hopefully you’re realizing the ramifications: these changes are bigger than pictures on FaceBook! </li></li></ul><li>The Network Effect, Social Media, & Web 2.0<br />
Twitter for your Business<br />Decide whether it’ll be your name (John Smith) or your company (ZZ Realty)<br />Certain third-party tools for Twitter allow for multiple people to Tweet under the same name<br />Case studies<br />Dell<br />PCC/Whole Foods Market<br />Zappos<br />
FaceBook for your Business<br />The one that has created an advertising model, and the hyper-targeting may work for your business.<br />The top brands to use FB:<br />create original content<br />post comments<br />reply to customers<br />Tip about content: create pages besides your profile (these do get indexed by search engines)!<br />
LinkedIn for your Business<br />Tools let you embed your blog, book reading list, even your PowerPoint presentations<br />You can use this to scout for employees as well as prospective complementary partners<br />
YouTube for your Business<br />Look at what’s already up there:<br />Product Demos<br />Customer Testimonials<br />Management interviews<br />Point to your videos with <br />Your web site<br />Twitter<br />Blogs<br />Facebook<br />
Wrapping It All Up<br /><ul><li>Bottom line: Social Media is here to stay
As a marketing guy, I appreciate this being another impetus to articulate what you want to accomplish (easier to see where Social Media ties in).
As I mentioned, the power comes from the “recipe” rather than any one ingredient
Nobody understands everything yet – this is very much evolving as we speak.</li></li></ul><li>UpdatedLandscape<br />Meg Pickard<br />X = Dead<br />O = Acquired<br /> = Alive<br />To “channel surf”, see Go2Web20 in my blog post.<br />
Truth in Advertising, What to Expect<br /><ul><li>Anytime we try new terrain, results are unpredictable
Do some testing to see what works for your business and with your particular customers