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Making Sense Of Social Media

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  • 1. Making Sense Of Social Media How To Best Your Competition M-PACT Conference Bryan Huber, Chief Interactive Officer Kim Ratcliff, Vice President
  • 2. 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
  • 3. 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
  • 4. Hashtag #mpactsome ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 5. So, What Is Social Media?
  • 6. What is Social Media? User Generated Content ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 7. What is Social Media? It’s not a new phenomenon It’s been around for over 20 years! ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 8. What is Social Media? Remember: ‣ CompuServe message boards ‣ Bulletin boards ‣ AOL ‣ e-world (Apple) ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 9. 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
  • 10. 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
  • 11. What is Social Media? More And More Content Is Being Created On Mobile Devices ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 12. So, What Is Social Networking?
  • 13. What is Social Networking? Tools That Allow Users To Connect And Build Relationships ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. State Of The Internet
  • 19. State Of The Internet From Jess3 “State Of The Internet” ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 20. Why Is Social Media Important?
  • 21. Why Is It important? Users are generating a tremendous amount of content. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 22. Why Is It important? 400 Million Facebook Users ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 23. Why Is It important? Over 4 Billion Photos on Flickr ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 24. Why Is It important? 13 Hours Of Video Uploaded Per Minute On YouTube ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 25. Why Is It important? Over 13 Million Articles on Wikipedia ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 26. Why Is It important? Over 300 Check-ins Per Second On Foursquare ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 27. Why Should You Care?
  • 28. Why should you care? Allows you to build relationships with customers. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 29. Why should you care? Allows you to be part of a consistent conversation. ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 30. 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
  • 31. Why should you care? Companies can: ‣ Connect ‣ Listen ‣ Contribute ‣ Respond ‣ Measure ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 32. Giveaway Time!!!!!! ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 33. Leaders in Your Industry Case Studies
  • 34. Leaders in Your Industry: Kum & Go ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 35. Leaders in Your Industry: Kum & Go ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 36. Leaders in Your Industry: Rutter’s ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 37. Leaders in Your Industry: Rutter’s ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 38. Leaders in Your Industry: Rutter’s ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 39. Leaders in Your Industry: Sheetz ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 40. Leaders in Your Industry: Sheetz ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 41. Leaders in Your Industry: Sheetz ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 42. Leaders in Your Industry: Wawa ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 43. Leaders in Your Industry: Wawa ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 44. Leaders in Your Industry: Wawa ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 45. A Leader in this Area: Brew House ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 46. Leaders in Your Industry: Duke and Duchess, Englefield Oil ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 47. 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
  • 48. Avoiding Social Media Crisis
  • 49. 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
  • 50. Avoiding Social Media Crisis Social Media + Reputation The Great Unknown! ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 51. 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
  • 52. Avoiding Social Media Crisis Be the Media! ‣ Paid ‣ Earned ‣ Owned ‣ Shared ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 53. Start Looking for Trouble!
  • 54. Avoiding Social Media Crisis Online Reputation Monitoring ‣ Listening Posts ‣ Measurement Tools ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 55. Avoiding Social Media Crisis Response Model ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 56. 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
  • 57. Not Like This!
  • 58. Avoiding Social Media Crisis ‣ April 2009 ‣ YouTube ‣ 1 million page views ‣ The lesson? ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 59. Avoiding Social Media Crisis ‣ March 2010 ‣ Facebook ‣ 100,000 fans ‣ The lesson? ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 60. Avoiding Social Media Crisis ‣ July 2009 ‣ YouTube ‣ 8 million views ‣ The lesson? ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 61. Building Your Community
  • 62. 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
  • 63. 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
  • 64. 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
  • 65. Giveaway Time!!!!!! ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 66. Questions? ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 67. Connect With Us! in/bryanhuber @bryanhuber in/kimberlyratcliff @KimRatcliff in/paulwerthassociates @paulwerth paulwerth.com ©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association
  • 68. Thank You

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