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Snsb section july 30 section ii

by Bret Conkin on Sep 09, 2010

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Part II of my Social Networking and Social Media Wor

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Part II of my Social Networking and Social Media Wor

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Nearly half (47%) of US teens say their social life would end or be worsened without their cell phone, and nearly six in 10 (57%) credit their mobile device with improving their life, according to a national survey from CTIA and Harris Interactive.Four out of five teens (17 million) carry a wireless device (a 40% increase since 2004), finds the study titled “Teenagers: A Generation Unplugged,” which probes how the growing teen wireless segment is using wireless products and how they want to use them in the future.Impact on Teen LifeA majority (57%) of teens view their cell phone as the key to their social life.Second only to clothing, teens say, a person’s cell phone tells the most about their social status or popularity, outranking jewelry, watches and shoes.Providing Entertainment and SecurityMore than half of the respondents (52%) agree that the cell phone has become a new form of entertainment.One-third of teens play games on their phone.80% say their cell phone provides a sense of security while on the go, confirming that the cell phone has become their mobile safety net when needing a ride (79%), getting important information (51%), or just helping out someone in trouble (35%).Teens carry cell phones to have access to friends, family and current events.Though only one in five (18%) teens care to pinpoint the location of their family and friends via their cell phone, 36% hate the idea of a cell phone feature that allows others to know their exact location.Texting Replacing TalkingThe study also confirmed that texting is replacing talking among teens. Teens admitted spending nearly an equal amount of time talking as they do texting each month. The feature is so important to them that if texting were no longer an option 47% of teens say their social life would end or be worsened - that’s especially so among females (54% vs. 40%).Teens say texting has advantages over talking because it offers more options, including multitasking, speed, the option to avoid verbal communication, and because it is fun - in that order, according to the study.With more than 1 billion text messages sent each day, it is no surprise that 42% of teens say they can text blindfolded, the study found.“Teens have created a new form of communication. We call it texting, but in essence it is a reflection of how teens want to communicate to match their lifestyles. It is all about multitasking, speed, privacy and control,” said Joseph Porus, VP & chief architect, Technology Group, Harris Interactive. “Teens in this study are crying for personalization and control of exactly what a wireless device or plan can do for them.”
Master Certificate in Internet communicationsSolving private problems in a public wayMonetizing communication tools and methodsManaging social media communicationsMetrics and ScienceMeasuring brand presence and influence in social mediaMeasuring customer satisfaction and ROI in social mediaEvaluating your social media effortsProven social media metrics toolsLegal and Ethical ConsiderationsKey legal issues and danger zones in social mediaPractical tips for legal issues in social mediaMust-know social media policiesEssential contracts and related enforceability issuesPotential liability for intellectual property law violationsAdopting Social MediaSelling the “Purple Cow”Case studies: adoption of social media by a marketing firm, PR firm and Fortune 500 organizationCase study: profitable social media experimentsPiloting social media projectsSocial Media Case StudiesSocial media deployment in a campaignDidiomElection resultsPodcastsSocial media success storiesCommunications Decency ActEffective use of social media by businesses*
"The Law of the Few", or, as Gladwell states, "The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts."[4] According to Gladwell, economists call this the "80/20 Principle, which is the idea that in any situation roughly 80 percent of the 'work' will be done by 20 percent of the participants."[5] These people are described in the following ways: Connectors are the people who "link us up with the world ... people with a special gift for bringing the world together."[6] They are "a handful of people with a truly extraordinary knack [... for] making friends and acquaintances". [7] He characterizes these individuals as having social networks of over one hundred people. To illustrate, Gladwell cites the following examples: the midnight ride of Paul Revere, Milgram's experiments in the small world problem, the "Six Degrees of Kevin Bacon" trivia game, Dallas businessman Roger Horchow, and Chicagoan Lois Weisberg, a person who understands the concept of the weak tie. Gladwell attributes the social success of Connectors to "their ability to span many different worlds [... as] a function of something intrinsic to their personality, some combination of curiosity, self-confidence, sociability, and energy."[8]Mavens are "information specialists", or "people we rely upon to connect us with new information."[9] They accumulate knowledge, especially about the marketplace, and know how to share it with others. Gladwell cites Mark Alpert as a prototypical Maven who is "almost pathologically helpful", further adding, "he can't help himself".[10] In this vein, Alpert himself concedes, "A Maven is someone who wants to solve other people's problems, generally by solving his own".[11] According to Gladwell, Mavens start "word-of-mouth epidemics"[12] due to their knowledge, social skills, and ability to communicate. As Gladwell states, "Mavens are really information brokers, sharing and trading what they know".[13]Salesmen are "persuaders", charismatic people with powerful negotiation skills. They tend to have an indefinable trait that goes beyond what they say, which makes others want to agree with them. Gladwell's examples include California businessman Tom Gau and news anchor Peter Jennings, and he cites several studies about the persuasive implications of non-verbal cues, including a headphone nod study (conducted by Gary Wells of the University of Alberta and Richard Petty of the University of Missouri) and William Condon's cultural microrhythms study.

Snsb section july 30 section ii — Presentation Transcript

Is social networking right for my business?
Section II
Social Networking
Strategy
Is Social Media a Fad?Video
Section II - Does it fit my business?Learning Outcomes
Examine whether social media is a fad
Discover a mobile world
Define “real” social networking
Identify 6 SM Objectives for start-ups
Review an example
II. When did this happen anyways?
II. A mobile world
Mobile phones passed landlines in Canada in 2007
65,000 Google Android smart phones sold daily.
More than 80,000 apps for Android.
Almost 180,000 iPhone apps.
Cell phone use is lower in Canada vs. other countries.
Social Media Ad Revenue to Double
Start-upmarketing.matters.com
Cell Phones Key to Teens’ Social Lives, 47% Can Text with Eyes Closed
4 in 5 teens carry wireless device
US Teens
47% say their social life would end or be worsened without their cell phone
57% credit their mobile device with improving their life
Spend as much time texting as talking!
Image: cbc.ca/pointofview//. Research: Harris Interactive.
II. Social Media Trends
55.6 million adults visit social networking sites at least once a month.*
Social media marketing spend will grow from $716 million to $3.1 billion in just five years, at a compound annual rate of 34%.**
*“Consumer Behavior Online: A 2009 Deep Dive”; published on Forrester.com, July 27, 2009. ** “U.S. Interactive Marketing Forecast, 2009 to 2014”; published on Forrester.com, July 6, 2009.
Fastest growing segment?
Women 55+
II. Is Social Networking valuable for business?
Video - Author Seth Godin – Permission Marketing
"Ideas and products and messages and behaviors spread like viruses do.”
Maven
Malcolm Gladwell
What’s this?
“find a way to stand out--to be the purple cowin a field of monochrome Holsteins”
Don’t have your customers comment,
“Oh, another cow (yawn)”
Seth Godin
Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money.
Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other.
Ignite consumer networks and then get out of the way and let them talk.
Kogi BBQ
Social Media Example
II. 4 Broad Shifts Social Media is causing for business
From “Trying to Sell” to “Making Connections”
From “Large Campaigns” to “Small Acts”
From “Controlling Our Image” to “Being Ourselves”
4. From “Hard to Reach” to “Available Everywhere”
Source: @SorenG
II. So what does it all mean?
Unprecedented opportunities to:
Learn about customers and prospects
Start a dialogue
Tap into customer’s networks
Establish “real” social networks
Offer/test fresh, dynamic marketing tactics
Build word of mouth by igniting customers
II. Six SM Objectives
Spread the word
Show expertise
Build community
Manage reputation
Increase customer satisfaction
Generate Leads
Source: Capulet Communications
Upsidedown IceBerg Marketing.com
II. What won’t Social Media do for me?
Replace marketing strategy!
Replace all of your other marketing
Make your product/service great
Directly drive sales
Offer insights unless I know where/what to look for
Turn random connections or followers into customers
Provide benefits without efforts
Purple Cow Exercise
What makes my business remarkable?
Section II – The Fit- Summary
Defined key terms
Reviewed growth/impact of mobile
Reviewed demographics of social sites
Analyzed concepts of Purple Cow
Completed exercise applying fit to my business

Snsb section july 30 section ii

by Bret Conkin on Sep 09, 2010

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Snsb section july 30 section ii — Presentation Transcript