Spur Digital Social Media101 (P Mc Conathy) (Tin180 Com)

Social Media Landscape Introduction to Social Media Fundamentals - Confidential -

Agenda
Online Vehicles
Web 1.0 vs. Web 2.0
Media Consumption
Categories
Passive vs. Active Social Media Strategy
Dos & Donts
Targeting & Measurement

Online Vehicles
Holy Trinity of Online Advertising
Email
Search
Display
Social Media

How did Web 2.0 come about?
A realization that the only way to further increase success on the web (engagement, response and conversion) is to give the target audience (community) some say in the exchange.
Social Media evolved from early ratings sites for software, amazon.com suggestions, etc.

Web 1.0 vs. Web 2.0 PASSIVE SELFISH PARANOID SIMPLE CONTROLLING DULL!! INTERACTIVE GENEROUS PARTICIPATORY ADVANCED FEATURES BECOMING A MEMBER (peer-to-peer) ENGAGING! Web 2.0 is about… Web 1.0 was about… broadband dialup bandwidth costs hardware costs APIs screen scraping web applications web forms sharing owning tags taxonomy RSS portals blogs home pages peer to peer client-server communities companies writing reading

Web 2.0
Company-centric  Visitor-centric
Genuine member of communities
It’s about letting the visitor choose
Many if not most of your visitors know more about the web than you do

Media Consumption is Changing
Interactive now accounts for >30% of media time (1)
TV = 35%, Radio = 12%, Print = 9%
Gen Y (<26): 12 hours per week (vs. 10 hrs TV) (2)
Gen X (27-40): 9 hours per week
“ Communitainment” is new model for internet usage
Community, Education and Entertainment
Over 10 years, >50% of Internet usage will be “Communitainment”
Social Media is the platform for communitainment
Networking
Interactive discussions
Community
User Generated Content is the medium
Blogs / Discussions
Photo sharing
Video sharing
Credit Suisse 2006
MultiChannel News 2006

Trust in Peers Trumps All Other Sources Online Consumers Turn to Friends or Acquaintances for Information 83% 49% 37% 30% 60% 52% 50% 63% 69% 75% Source: Forrester’s NACTAS Q3 2006 Media & Marketing Online Survey. * Opinion of friend or acquaintance using product or service Review in newspaper, in a magazine, or on TV Information on the manufacturer’s Web site A review by a known expert Consumer reviews on a retailer’s site Consumer reviews by users of a content site Information at online consumer opinion sites Online reviews by editors of content sites Information in chat rooms discussion boards An online review by a blogger

Social Media Categories
Networks
News
Bookmarking Services (tagging)
Video Sharing
Photo Sharing
Answering Sites
Forums & Message Boards
TAG CLOUD: size reflects popularity

Social Network Examples
MySpace
Facebook
Live Journal
TagWorld
Disney XD
Toyota Prius
MSN Groups
Yahoo 360

Social Engines (Social News)
Digg
StumbleUpon
Reddit
Newsvine
I-Am-Bored
Searchmob
Shoutwire
Bringr
You may have seen these before…

Social Bookmarking
Store your bookmarks in one place. Share, recommend, discover and rate them.
de.licio.us
Diigo
Furl
ma.gnolia.com
TekTag
Linklog
CloudyTags
Spurl

Video Sharing
YouTube
Jumpcut
Joost
Crackle
Revver (tracks viral activity of video sharing)
Blip.TV (producers earn ad revenue)
VideoEgg (video ad network)
Daily Motion
my76video.com (ConocoPhillips)
campaignforrealbeauty.com (Dove)

Photo Sharing
Flickr
Picasa
Photobucket
Webshots Community
Kodak Gallery
ImageShack
SnapFish

Social Answering Sites
Yahoo! Answers
Answers.com
Linked In Answers
Questionville
Askville

Category Summary
Networks
News
Bookmarking Services (tagging)
Video Sharing
Photo Sharing
Answering Sites
Forums & Message Boards

Active vs. Passive Approach*
Active Approach
Suitable for content that isn’t “promotable”
Strategy: create content that IS “promotable” and likely to be shared and passed on by users
Critical path: Community involvement is a necessity - build up profile(s), grow friends lists and interact/contribute via editorial, content submissions, commenting and voting.
Passive Approach
Suitable for sites with abundant, varied, valuable content
Strategy: add “share this” links on content pages and let your visitors do your marketing
Critical path: discover the best bookmarking and news communities for the kind of content being published
* Source: http://www.toprankblog.com/2007/10/is-your-social-media-marketing-strategy-passive-or-active/

Social Media Campaigns – Transparency
Don’t try to go against the grain
Countless Fortune 500 companies try to control the situation and it almost always backfires.
Embrace social media for what it is or pay the price
The Fortune 500 companies that allow social media to work for them (Dove) usually succeed vs. faking a social media environment (Wal-Mart & Sony) and advertising to the audience.
The Secret?
Trust. Become a member of the community, engage them, listen to what they want and act on the information.

by Hugh Macleod at gapingvoid.com

Tracking & Measurement
What are the “right” metrics?
Exposure to media and/or web site
Impressions
Clicks / Visits
Page views
Referrers / Sources
New vs. Returning
Frequency
Level of Engagement
Pages viewed per visit
Time on site
Reading blogs / Participating in discussions
Viewing Videos or Photos
Uploading content
Telling friends / Rating products
Inquiries / Registrations
Transactions

Get Started Today
Join Social Networks
LinkedIn, Facebook, Myspace, etc.
Network, Observe & Participate
Search for products and services and notice how companies get involved
www.go2web20.net

Contact Information
Rob Van Slyke
713-357-7119
[email_address]

Spur Digital Social Media101 (P Mc Conathy) (Tin180 Com)

by Tin180 VietNam on Mar 14, 2010

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Spur Digital Social Media101 (P Mc Conathy) (Tin180 Com) — Presentation Transcript