Your SlideShare is downloading. ×
  • Like
  • Save
Social Media Introduction
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply
Published

-By Clay McDaniel …

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

Published in Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
586
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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!