Whitney hoffman


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Whitney hoffman

  1. 1. Social Media 101 <ul><li>Understanding the Tools and Strategy </li></ul>Whitney Hoffman Hoffman Digital Media LLC
  2. 2. What We’re Going to Cover <ul><li>What’s going on online- right now, a.k.a why social media is important </li></ul><ul><li>What Tools Should I Pay Attention To? </li></ul><ul><li>Strategy tips to get you started </li></ul><ul><li>Resources and Aggregating Information </li></ul>
  3. 3. The Way It Was- Business was Local
  4. 4. Business Deals sealed with a Handshake
  5. 9. Reputation Management <ul><li>Web presence means you have access to a Global Marketplace = Global Reputation </li></ul><ul><li>Need to balance Local and Global (Hint: Being Popular in Hong Kong may not help lunch business in Philly) </li></ul>
  6. 10. Sales Funnel
  7. 11. Social Media Sales Funnel Marketing Sales Product & Customer Service (Reputation)
  8. 12. The New Telephone Connecting with Customers - The New Golf Course
  9. 13. Channels are on 24 x 7
  10. 14. Your Past can Haunt You in Google.....
  11. 16. Ok, People talk online. How Many People really use this stuff? Who are They and why should I care?
  12. 17. The Data
  13. 18. This is Not Fringe Anymore This is Mainstream, Main Street
  14. 21. March stats from Compete.com
  15. 24. Number of Users <ul><li>Facebook - Over 400 Million (2/10) </li></ul><ul><li>Twitter - Over 105 Million (4/30/10) </li></ul><ul><li>LinkedIn- 50 Million users (5/09) </li></ul>
  16. 31. Mobile <ul><li>Quick Facts from Pew (Pew Internet.org) </li></ul><ul><li>By 2020, they predict that a mobile device will be the primary connection tool for most people in the world. </li></ul>
  17. 33. Why the Flash Debate is not irrelevant <ul><li>Flash not optimized for many mobile devices </li></ul><ul><li>As the internet continues to become mobile, flash content will be invisible </li></ul><ul><li>New standards (HTML5 and H.264) are mobile friendly </li></ul>
  18. 36. Pew Stats <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  19. 38. Which social media sites are most important?
  20. 40. <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogging, Podcasting </li></ul>
  21. 41. Median Age on Popular Social Networks <ul><li>Twitter - 31 yrs. </li></ul><ul><li>MySpace- 26 yrs. down from 27 </li></ul><ul><li>LinkedIn- 39 yrs. down from 40 </li></ul><ul><li>Facebook- 33 yrs., up from 26 in May, 2008. </li></ul>Pew Internet & American Life Project, Oct 21, 2009
  22. 42. Facebook
  23. 44. Facebook Advantages <ul><li>HUGE market </li></ul><ul><li>Ability to highly target the market </li></ul><ul><li>Interactive Customer Service channel </li></ul><ul><li>Integrate other efforts (blog, twitter, etc) into Facebook </li></ul>
  24. 45. Facebook <ul><li>Facebook updates indexed by Google </li></ul><ul><li>Recent problems regarding privacy </li></ul><ul><li>New features like Project Titan (Facebook only email) may change the marketplace </li></ul>
  25. 46. The Diaspora Project <ul><li>New network NYU students are creating to keep Google out of your private musings </li></ul><ul><li>Never forget these sites are not owned by you </li></ul><ul><li>“We are Facebook’s product, not their customers” </li></ul>
  26. 49. LinkedIn- Rolodex on Steroids
  27. 50. LinkedIn- Your Resume and Recommendations Online
  28. 51. LinkedIn <ul><li>Building your business network in advance of a need </li></ul><ul><li>LinkedIn integrating “groups” and status update features </li></ul><ul><li>More professional than social on the whole </li></ul>
  29. 52. Blogging
  30. 53. 2009 Blogging Stats <ul><li>Blogging grew by 68% in 2008 </li></ul><ul><li>346 Million worldwide read blogs </li></ul><ul><li>77% of active web users read blogs </li></ul><ul><li>184 million report starting blogs </li></ul><ul><li>http://technorati.com/blogging/article/state-of-the- blogosphere-2009-introduction/ </li></ul>
  31. 54. Things you’ll need to consider <ul><li>Who will be that public face? </li></ul><ul><li>Do they have the ability/authority to solve problems? </li></ul><ul><li>Frequency of Updates </li></ul><ul><li>The “reason” to blog </li></ul>
  32. 55. These Are Your Billboards
  33. 57. Integrating Other Channels
  34. 58. Schools of Thought <ul><li>Integration versus “Unique Message” </li></ul><ul><li>Social face of business </li></ul><ul><li>Meet your customers where they are </li></ul>
  35. 60. Ok, I get it. How Do I Get Started?
  36. 61. Step One
  37. 64. Using Tools to Listen 1. Google Alerts 2. Search.twitter.com 3. Blog Search
  38. 65. Create Your Own Morning Newspaper
  39. 66. HARO- Help a Reporter Out <ul><li>Be your own Marketing Department </li></ul><ul><li>Become an expert </li></ul><ul><li>Become a resource </li></ul><ul><li>Help out reporters, help out your business </li></ul>
  40. 67. Competitive Intelligence <ul><li>SEOMoz, Alexa.com, Compete.com, Quantcast- How well are you doing, and how well are your competitors doing? </li></ul><ul><li>Search for trends in trends.google.com to see if you can produce timely or seasonally relevant content </li></ul><ul><li>Google Adwords- art into itself. Can be pricey- all competitively based. </li></ul>
  41. 68. Next Steps <ul><li>Set up profiles on the major social networking sites (business email) </li></ul><ul><li>Remember this is a conversation, not broadcasting </li></ul>
  42. 69. Relevancy to you, to your customers
  43. 72. Cafe-Shaped Conversations
  44. 73. Creating Communities <ul><li>This is a long term versus short term strategy </li></ul><ul><li>People come to you because of content and added value </li></ul><ul><li>Grows network, fans, evangelists </li></ul><ul><li>Must give them something to do- keep it fresh or it dies </li></ul>
  45. 75. So..... <ul><li>Build a group of fans and customers; Make it interactive and fun </li></ul><ul><li>Stickiness- 10 rabid fans may be better than 50 who don’t really care </li></ul><ul><li>Ze Frank- Give people something to do </li></ul><ul><li>Find a way to make a difference- Value Add </li></ul>
  46. 79. Taking Aim at Your Goals
  47. 84. Social Media Laboratory Experiment, Tweek, Try Again
  48. 85. Skeptical? Questions?
  49. 86. 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
  50. 87. The End