PCWW NetNight Remarks Social Media

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Slide deck accompanying remarks by Clay McDaniel given to Princeton Alumni Club of Western Washington on February 15, 2011. Generally speaking the talk focused on social media, social media marketing, and a call-to-action to get involved and get engaged, either for personal career or professional reasons. Also, there is a LOLCat slide. And a Justin Bieber easter egg. Note: all images used in this presentation *not* the property of my company have been hyper-linked to their original sources, and remain the right of the original site or owners. Also, significant props and name-check given to Marta Kagan and her super-awesome "What is Social Media NOW" presentation available on slideshare also (which is leagues better than mine).

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PCWW NetNight Remarks Social Media

  1. 1. Social Media, Right Now(and you + your career)A short talk for thePrinceton Club ofWestern WashingtonFebruary 15, 2011
  2. 2. Who’s Here?A LOT of you!...…spanning a healthy cross-section of graduation years.[Although my quick survey of the registrations suggests thestrongest class turnout will be from ‘95. *Sis boom bah*+
  3. 3. Who Am I?“Hi, I’m Clay – Damn glad to meet you.”• Search: clay mcdaniel [it better be easy to find me, or i’m in the wrong job…]• Managing Director at Spring Creek Group• 5 years working in this field; 10 years+ in interactive consumer marketing• PU ‘95 alum• @claymcdaniel / @springcreekgrp + + + …• I run this place…• ...and by consequence (+ my 3 kiddos, fly fishing addiction, and various other pursuits), please forgive my imperfect attendance at other events here  …
  4. 4. A Little Context:This is an exciting time! So longas you’re not afraid of 2 things…
  5. 5. Thing 1: the Internet
  6. 6. Thing 2: Change
  7. 7. The Big PictureEarly 20th century Mid 20th century 1970‟s / „80‟s Global Product Professional Industrial Design, Services & Rise of Revolution Production, Trade Creative Class ~1985 – recently 1995 – now(ish) RIGHT NOW! Technology & Internet: Online SOCIAL & Software Services & MOBILE Revolution Ecommerce MEDIA!
  8. 8. Believe the Hype.
  9. 9. Source: “What is social media now?” preso, slideshare.net
  10. 10. Social Media has a become pervasive – and powerful –channel for businesses seekingstronger (digital) relationships with their customers.
  11. 11. But it’s also fundamentally changing the way wecommunicate who we are, what we care about, and with whom we communicate every day.
  12. 12. “there’s something happening here…”All content ©2011, Proprietary and Confidential
  13. 13. “RT @cairo meet me at #tahrir IRL. NOW!” “I heard „em say „the revolution won‟t be televised‟, Al Jazeera proved „em wrong, Twitter has „em paralyzed…”All content ©2011, Proprietary and Confidential
  14. 14. Social Media Has Opened an Enormous ‘Gap’ in TraditionalMedia, Research, News, PR, Advertising, Business Models… ButThis Also Creates Amazing New Opportunities! Product Research & Customer Insights Customer Outbound Service / Marketing/ PR / Reputation Advertising Management
  15. 15. Lucky YOU / Us!• You are already living & working in one of the true hotbeds of social media technology and professional services innovation: Western Washington!
  16. 16. Social Media MarketingSo What’s All the Fuss About?
  17. 17. Social Media Applications / Sites / Services YouProbably Know, Use, & Love …
  18. 18. And just a few more….
  19. 19. And let’s not forget the mostimportant new media site of them all…
  20. 20. Want an instant primer? Starthere:• http://www.slideshare.net/mzkagan/what-is-social-media-now-4747765
  21. 21. Facts!1. Social media is changing the way people interact and communicate with each other…2. … and the way customers interact with companies.3. …And therefore the way companies can interact with their customers! [BUT, only if they commit to spending a little time and effort on it.] Page 22
  22. 22. • More than 500 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 6 billion fans• +… worth more than $50B, as per recent fundraising roundSource – Facebook.com
  23. 23. • #4 Largest Site on the Internet• #1 Largest video site on the web• 300MM++ Worldwide Visitors a 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 new video content uploaded every minute• Did you know: Back In August 2008, YouTube became the #2 search engine over Yahoo on Web (#1 is Google) http://www.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck
  24. 24. • Preferred place to originate customer support inquiries for millions• Treasure trove of instant customer and brand research• Facilitated two revolutions in recent history• +… Justin Bieber!!!!!!!
  25. 25. • $500MM in annual revenues after < 2 years• Crowdsourcing + coupons + local biz + email = GOLDMINE• Recently rejected $6B buyout offer from Google (?!)• …and looks like they made the right choice (!!)
  26. 26. 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 27
  27. 27. The reality… Horsepuckey. These Are The Same Thing… [Truism: Happy Customers Never “Engage”…] Page 28
  28. 28. Why Is Social Media Important to Businesses? Page 29
  29. 29. Why Is Social Media Important to Businesses? Page 30
  30. 30. Still, it’s not the easiest thing in theworld for companies or marketers to always do well. An Illustrative Case Study
  31. 31. 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 32
  32. 32. Day 1: “Aren’t We Clever?!?!” Page 33
  33. 33. Day 2: “Retreat, Retreat!” Page 34
  34. 34. Day 3: “RT @Houston: Problem!” February 14, 2011 Page 35
  35. 35. Day 4: The People Have Spoken… Page 36
  36. 36. Your Task: Get Strategic About The Opportunity,Challenges, and Role of Social Media for Your Organization… and Yourself
  37. 37. About Us About Spring Creek Group Ask, “Where is the Opportunity?” Inactive Watch React Engage Activate Drive• Avoid what • Listen to what • Respond to • Provide • Push content • Manage customers and your customers negative attacks resources for and stories to message and competitors are are saying about bloggers to influencers and comment boards saying about you • Correct factual share your fans for customer you online errors message groups • Track changes • Motivate your• Allow in customer • Stop competitors • Identify and ardent • Maintain and competitors to perception from gaining leverage supporters and grow thought- control the share of voice influencers fans to spread leadership conversation • Monitor the brand love presence where about your competitors in • Compare • Create active on their own it matters most industry and space competitors and competitive brand analyze partners analysis strategy • Let community • Develop & drive • Leverage data to have first look at industry blogs• Ignore influential understand • Utilize a blog to • Reach out to key materials, that put authors who landscape complement bloggers commercials and company in may be able to “traditional” PR other creative positive light champion your & Comm efforts messages 38
  38. 38. 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… *“The truth is out there…”+
  39. 39. TO SUMMARIZE… Go Forth, Learn, and GET INVOLVED![Hint: Your Career – and Customers – May Depend Upon It!]
  40. 40. Source: “What is social media now?” preso, slideshare.net
  41. 41. Source: “What is social media now?” preso, slideshare.net
  42. 42. Source: “What is social media now?” preso, slideshare.net
  43. 43. Source: “What is social media now?” preso, slideshare.net
  44. 44. Source: “What is social media now?” preso, slideshare.net
  45. 45. Source: “What is social media now?” preso, slideshare.net
  46. 46. Source: “What is social media now?” preso, slideshare.net
  47. 47. Thank YOU! Have fun…• ..And now that we’ve gotten all the boring slides out of the way, the time is close at hand to participate in the original social media: cocktail hour.
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