Social Media 101
Whitney Hoffman Hoffman Digital Media LLC
Understanding the Tools and Strategy
What We’re Going to Cover What’s going on online- right now, a.k.a why social media is important What Tools Should I Pay Attention To? Strategy tips to get you started
Resources and Aggregating Information
The Way It Was- Business was Local
Business Deals sealed with a Handshake
Reputation Management Web presence means you have access to a Global Marketplace = Global Reputation
Need to balance Local and Global (Hint: Being Popular in Hong Kong may not help lunch business in Philly)
Social Media Sales Funnel Marketing Sales Product & Customer Service (Reputation)
The New Telephone Connecting with Customers - The New Golf Course
Channels are on 24 x 7
Your Past can Haunt You in Google.....
Ok, People talk online. How Many People really use this stuff? Who are They and why should I care?
This is Not Fringe Anymore This is Mainstream, Main Street
March stats from Compete.com
Number of Users Facebook - Over 400 Million (2/10) Twitter - Over 105 Million (4/30/10)
LinkedIn- 50 Million users (5/09)
Mobile Quick Facts from Pew (Pew Internet.org)
By 2020, they predict that a mobile device will be the primary connection tool for most people in the world.
Why the Flash Debate is not irrelevant Flash not optimized for many mobile devices As the internet continues to become mobile, flash content will be invisible
New standards (HTML5 and H.264) are mobile friendly
Pew Stats More people are accessing the ‘net on a mobile device. One-third of Americans (32%) have used a cell phone or Smartphone to access the internet for emailing, instant-messaging, or information-seeking. This level of mobile internet is up by one-third since December 2007, when 24% of Americans had ever used the internet on a mobile device.
On the typical day, nearly one-fifth (19%) of Americans use the internet on a mobile device, up substantially from the 11% level recorded in December 2007. That’s a growth of 73% in the 16 month interval between surveys.
Which social media sites are most important?
Median Age on Popular Social Networks MySpace- 26 yrs. down from 27 LinkedIn- 39 yrs. down from 40 Pew Internet & American Life Project, Oct 21, 2009
Facebook- 33 yrs., up from 26 in May, 2008.
Facebook Advantages Ability to highly target the market Interactive Customer Service channel
Integrate other efforts (blog, twitter, etc) into Facebook
Facebook Facebook updates indexed by Google Recent problems regarding privacy
New features like Project Titan (Facebook only email) may change the marketplace
The Diaspora Project New network NYU students are creating to keep Google out of your private musings Never forget these sites are not owned by you
“We are Facebook’s product, not their customers”
LinkedIn- Rolodex on Steroids
LinkedIn- Your Resume and Recommendations Online
LinkedIn Building your business network in advance of a need LinkedIn integrating “groups” and status update features
More professional than social on the whole
2009 Blogging Stats Blogging grew by 68% in 2008 346 Million worldwide read blogs 77% of active web users read blogs 184 million report starting blogs
Things you’ll need to consider Who will be that public face?
Do they have the ability/authority to solve problems?
These Are Your Billboards
Integrating Other Channels
Schools of Thought Integration versus “Unique Message”
Meet your customers where they are
Ok, I get it. How Do I Get Started?
Using Tools to Listen 1. Google Alerts 2. Search.twitter.com 3. Blog Search
Create Your Own Morning Newspaper
HARO- Help a Reporter Out Be your own Marketing Department
Help out reporters, help out your business
Competitive Intelligence SEOMoz, Alexa.com, Compete.com, Quantcast- How well are you doing, and how well are your competitors doing? Search for trends in trends.google.com to see if you can produce timely or seasonally relevant content
Google Adwords- art into itself. Can be pricey- all competitively based.
Next Steps Set up profiles on the major social networking sites (business email)
Remember this is a conversation, not broadcasting
Relevancy to you, to your customers
Creating Communities This is a long term versus short term strategy People come to you because of content and added value Grows network, fans, evangelists
Must give them something to do- keep it fresh or it dies
So..... Build a group of fans and customers; Make it interactive and fun Stickiness- 10 rabid fans may be better than 50 who don’t really care Ze Frank- Give people something to do
Find a way to make a difference- Value Add
Taking Aim at Your Goals
Social Media Laboratory Experiment, Tweek, Try Again
Contact Info: Whitney Hoffman Hoffman Digital Media [email_address] [email_address] Twitter: @whitneyhoffman, @ldpodcast Facebook: Whitney Hoffman Google Voice: (302) 482-4599 Mobile (302) 562-6507 URL: www.whitneyhoffman. com