Making Sense Of Social Media

Making Sense Of Social Media How To Best Your Competition M-PACT Conference Bryan Huber, Chief Interactive Ofﬁcer Kim Ratcliff, Vice President

About Bryan Bryan Huber Chief Interactive Ofﬁcer Quick facts: ‣ Involved in the internet before Al Gore invented it ‣ Built ﬁrst corporate website in 1996 ‣ On LinkedIn since 2003 ‣ Joined Paul Werth Associates in 2010 ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

About Kim Kim Ratcliff Vice President Quick facts: ‣ Playing with Internet listservs in 1995 ‣ Led Web-based enterprise and data warehouse software implementations in 1999 ‣ Twittering and blogging since 2008 ‣ Joined Paul Werth Associates in 2008 ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

So, What Is Social Media?

What is Social Media? Wikipedia Deﬁnition Social media uses Internet and web-based technologies to transform 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. The deﬁnition has been revised over 500 times! ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

What is Social Media? Ways for users to generate content Photo Video Blogs Sharing Sharing Social Podcasts Ratings Wikis Networking Micro Message Comments Blogs Boards ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

So, What Is Social Networking?

What is Social Networking? Wikipedia Definition Focuses on building and reflecting of social relations among people, e.g., who share interests and/or activities… The definition has been revised over 500 times, as well! ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

What is Social Networking? Tools for users to connect Facebook Twitter YouTube Flickr LinkedIn FourSquare UStream Last.fm ShareThis MySpace There are many, many more… ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

What is Social Networking? Platform Descriptions: Community Building ‣ Facebook = Friend Network ‣ Twitter = Microblogging ‣ YouTube = Videos ‣ Flickr = Photos ‣ LinkedIn = Professional Network ‣ MySpace = Friends/Music ‣ FourSquare = Social Location ‣ UStream = Video Broadcast ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

What is Social Networking? Social Networking Tools Provide the opportunity for you to be part of the conversation. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

State Of The Internet

Why Is Social Media Important?

Why Should You Care?

Why should you care? A conversation which includes your industry, your company, your competitors, and your customers. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

Leaders in Your Industry Case Studies

Leaders in Your Industry: Recap What to Remember ‣ Promotions and giveaways = FANS and FOLLOWERS ‣ In-store specials and contests ‣ New store openings and store anniversaries ‣ Loyal fans will do the work for you. ‣ Product power is valuable. ‣ Leverage video to share the in-store experience. ‣ Engage in the conversation. ‣ Charity support makes a difference. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

Avoiding Social Media Crisis

Avoiding Social Media Crisis Reputation is.... The sacred trust between a company and its customers. “Reputation is currency, hard earned and precious.” Sandy Harbrecht It takes 3-10 years to repair once damage is inﬂicted. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

Avoiding Social Media Crisis What’s Changed? ‣ People ﬁnd comfort in information, regardless of quality, a trait enhanced in 24/7 news cycle. ‣ Journalists, bloggers ﬁnd sources while you’re writing the news release. ‣ Social media impacts the perception of your organization whether or not you are involved and aware. ‣ Now you have more opportunities to engage reporters and stakeholders – and to BE the media. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

Start Looking for Trouble!

Leaders in Your Industry: Recap What to Remember ‣ Reputation is hard-won and difficult to rebuild. ‣ Social media inserts immediacy and noise into crisis management -- and diversifies the crisis communications tool belt. ‣ Prioritize through smart monitoring. ‣ Engage before crisis hits....and remain engaged. ‣ Respond at the flashpoint. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

Not Like This!

Building Your Community

Building Your Community Social Media...One Part of Your Marketing Effort ‣ Additional channels to expand you reach. ‣ Strategy reigns! ‣ Create and share compelling content. ‣ Stay disciplined, engaged and motivated. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

Building Your Community How to Manage Your Time? ‣ Discipline ‣ Create an editorial calendar. ‣ Use dashboards and management tools. This is how to ‣ Engagement compete with ‣ Build relationships and activate your voice. the big guys! ‣ Enhance your reputation. ‣ Motivation ‣ Don’t go it alone. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

Building Your Community Build Compelling Content ‣ Do your homework. ‣ What do your customers care about? ‣ Test ideas before you campaign. ‣ Don’t ignore the potential of social media for free polling. ‣ Keep it brief. ‣ And use images, video and audio to tell your story. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

Connect With Us! in/bryanhuber @bryanhuber in/kimberlyratcliff @KimRatcliff in/paulwerthassociates @paulwerth paulwerth.com ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

Thank You

Making Sense Of Social Media

by Paul Werth Associates on May 06, 2010

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Making Sense Of Social Media — Presentation Transcript