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Social Media Introduction

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-By Clay McDaniel …

-By Clay McDaniel
Created for MSFT Alum and SMCSeattle Social Media 101 event at UW on Sept 16, 2010.

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  • 1. Social Media 101 A work session for MSA members, programmed by SMC Seattle! September 16, 2010
  • 2. Welcome!
    • ~5:00 – ~5:30 Introductory Remarks & Context-Setting
    • ~5:30 – 6:00 Coffee / Connecting Break
    • 6:00 – ~8:00 Breakout Sessions
    • ~8:00 Wrap-Up!
  • 3. Who’s Here?
    • A LOT of you!...
    • +
    • All of us  …
      • Maya Bisineer
      • Brian Westbrook
      • Jeff Shuey
      • Shauna Causey
      • Ethan (Allyis) 
      • Paolo Tosolini
      • Wil Merritt
      • Madhu Singh
      • Venkat Balasubramanium
      • … and Others!
  • 4. Who Am I?
    • “ Hi, I’m Clay – Damn glad to meet you!”
    • Managing Director at Spring Creek Group
    • 5 years working in this field; 10 years+ in interactive consumer marketing
    • Microsoft alum
    • @claymcdaniel / @springcreekgrp + + +…
    • MSA member and Board member!
    • ..... And Social Media Club Seattle Board member!
  • 5. A Little Context: This is an exciting time…
  • 6. The Big Picture Early 20 th century Mid 20 th century 1970’s / ‘80’s ~1985 – recently 1995 – now(ish) RIGHT NOW!
  • 7. Social Media Has Opened an Enormous ‘Gap’ in Traditional Customer Awareness and Support Business Models… But This Also Creates an Opportunity! Customer Service / Reputation Management Outbound Marketing/ PR / Advertising Product Research & Customer Insights
  • 8. Lucky YOU / Us!
    • You are already living & working in one of the true hotbeds of social media technology and professional services innovation.
  • 9. Social Media Marketing So What’s All the Fuss About?
  • 10. Social Media Applications / Sites / Services You Probably Know…
  • 11. And just a few more….
  • 12. However, BEWARE the hype! Page
  • 13. (Hmm. Perhaps You Remember this?...) Page
  • 14. Facts!
    • Social media is changing the way people interact with each other…
    • … and the way customers interact with companies.
    • And therefore the way companies can interact with their customers! BUT, only if they commit to spending a little time on it.
    Page
  • 15. Fallacies, Falsehoods and Fiction:
    • “ Social media marketing is…”
      • A panacea (i.e. “magical solution to all problems”)
      • A great performance marketing (i.e. direct response) channel
      • “ Free”
      • A replacement for good PR
      • Easy
      • Able to create nearly immediate 20% site traffic lift
      • “… the next big thing…”
    Page
  • 16. The reality… Horsepuckey. These Are The Same Thing… [Truism: Happy Customers Never “Engage”…] Page
  • 17. Why Is Social Media Important to Businesses? Page
  • 18. Why Is Social Media Important to Businesses? Page
  • 19.
    • More than 400 million active users
    • 50% of active users log on to Facebook in any given day
    • More than 35 million users update their status each day
    • More than 60 million status updates posted each day
    • More than 3 billion photos uploaded to the site each month
    • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
    • More than 3.5 million events created each month
    • More than 3 million active Pages on Facebook
    • More than 1.5 million local businesses have active Pages on Facebook
    • More than 20 million people become fans of Pages each day
    • Pages have created more than 5.3 billion fans
    • Source – Facebook.com
  • 20.
    • #4 Largest Site on the Internet
    • #1 Largest video site on the web
    • 300MM Worldwide Visitors a Month
    • 100 Million Visitors per Month
    • 5 Billion Video Streams Every month – 40% of all videos online
    • (Do the Math – 5 Billion / 300 million worldwide visitors = 17 streams a month per person)
    • 15 Hours of video uploaded every minute
    • Did you know:  Back In August 2008, youtube became the #2 search engines over Yahoo on Web (#1 is Google)
    http://www.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck
  • 21. An Illustrative Case Study
  • 22. Skittles: “Taking the Red Pill…”
    • Skittles (or, more likely, their AOR) had a good idea: “Let’s completely give over our website to our community!”
    • Key Questions:
    • Were They “True Believers”?
    • Or Were They Just Seeking the Truth?
    • Or was it a Marketing Gimmick?
    • Who Knows.
    • Let’s See How it Went….
    Page
  • 23. Day 1: “Aren’t We Clever?!?!” Page
  • 24. Day 2: “Retreat, Retreat!” Page
  • 25. Day 3: “RT @Houston: Problem!” September 22, 2010 Page
  • 26. Day 4: The People Have Spoken… Page
  • 27. Your Task: Get Strategic About The Opportunity, Challenges, and Role of Social Media in Your Organization
  • 28. Ask, “Where is the Opportunity?”
    • Inactive
    • Avoid what customers and competitors are saying about you online
    • Allow competitors to control the conversation about your industry and brand
    • Ignore influential authors who may be able to champion your messages
    • Watch
    • Listen to what your customers are saying about you
    • Track changes in customer perception
    • Monitor competitors in space
    • Leverage data to understand landscape
    • React
    • Respond to negative attacks
    • Correct factual errors
    • Stop competitors from gaining share of voice
    • Compare competitors and analyze partners
    • Utilize a blog to complement “traditional” PR & Comm efforts
    • Engage
    • Provide resources for bloggers to share your message
    • Identify and leverage influencers
    • Create active competitive analysis strategy
    • Reach out to key bloggers
    • Activate
    • Push content and stories to influencers and fans
    • Motivate your ardent supporters and fans to spread the brand love on their own
    • Let community have first look at materials, commercials and other creative
    • Drive
    • Manage message and comment boards for customer groups
    • Maintain and grow thought-leadership presence where it matters most
    • Develop & drive industry blogs that put company in positive light
    About Us About Spring Creek Group
  • 29. More Resources & Learning…
    • Attend SMC Seattle & Social Media Breakfast events!
    • Use / Try / Experiment personally with new tools, services, sites
    • Mashable, MarketingProfs, etc.
    • Slideshare!
      • http://www.slideshare.net/mzkagan/what-is-social-media-2005829
      • + many many others…
  • 30. MOST IMPORTANTLY….
    • Go Forth, Learn, and GET INVOLVED!
    • [Hint: Your Career – and Customers – May Depend Upon It!]
  • 31. Thank YOU! Have fun…
    • ~5:00 – ~5:30 Introductory Remarks & Context-Setting
    • ~5:30 – 6:00 Coffee / Connecting Break
    • 6:00 – ~8:00 Breakout Sessions
    • ~8:00 Wrap-Up!

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