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Ssm overview w13
 

Ssm overview w13

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    Ssm overview w13 Ssm overview w13 Presentation Transcript

    • The Groundswell The Social Web The Interactive Internet Social Media Monday, September 23, 13
    • social media in the news... Monday, September 23, 13
    • Monday, September 23, 13
    • Web 1.0 get noise • read content • paid content • move to digital • static sites • push content • eCommerce Monday, September 23, 13
    • Web 1.0 get noise • read content • paid content • move to digital • static sites • push content • eCommerce Web 2.0 make noise • user generated • interactivity/sharing • connectivity • pull content/free • social networking • streaming audio • streaming video Monday, September 23, 13
    • Web 1.0 get noise • read content • paid content • move to digital • static sites • push content • eCommerce Web 2.0 make noise • user generated • interactivity/sharing • connectivity • pull content/free • social networking • streaming audio • streaming video Web 3.0 filter noise • real-time • ubiquitous (always connected) • location aware • sensors • tailored (smaller screen) • high-quality camera & audio Monday, September 23, 13
    • The Evolution of the Web… Web 1.0 get noise • read content • paid content • move to digital • static sites • push content • eCommerce Web 2.0 make noise • user generated • interactivity/sharing • connectivity • pull content/free • social networking • streaming audio • streaming video Web 3.0 filter noise • real-time • ubiquitous (always connected) • location aware • sensors • tailored (smaller screen) • high-quality camera & audio Monday, September 23, 13
    • Discovering, inventing and sharing with blinding speed all over the globe. Markets are conversations. Conversations are natural, open, honest, direct, funny, shocking... and human. Monday, September 23, 13
    • What’s a fan? Monday, September 23, 13
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    • LEGOs as a creative medium Adult Fans - $2,000/year in LEGOs Current fan base, active community LEGO Ambassadors Ambassadors: - Builds relationships & 2-way communications - Help spread info about new products to their networks Jake McKee & AFOLs Monday, September 23, 13
    • 3000 pieces $300 “You’re Insane!” Monday, September 23, 13
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    • People Creating: blogs People Connecting: social networks People Collaborating: wikis People Reacting: forums, ratings and reviews People Organizing Content: tags Monday, September 23, 13
    • I trust people like me • Blogs influence purchases • Blogs play a critical role in decision making • Blogs have similar impact to a personal recommendation from a friend http://www.marketingcharts.com/online/blogs-influence-consumer-purchases-more-than- social-networks-6616/ Monday, September 23, 13
    • I want to engage with brands • 36% of online customers think more positively about a company that has a blog • Marketing, public relations and customer service are converging. Customers expect to be heard. • 56% of customers feel better about companies and their brands when they can interact with them through social media. • 57% feel better served Monday, September 23, 13
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    • Objection #5 These social media tools are just a fad.Why spend the time/money? Monday, September 23, 13
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    • http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html Monday, September 23, 13
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    • Objection #4: Social media is great for companies trying to reach teens... but our customers aren’t using it. Monday, September 23, 13
    • The average age of users on every major social network... over 35. Women outnumber men on nearly every social network and social media site. Monday, September 23, 13
    • The Marketing Funnel Monday, September 23, 13
    • The Marketing Funnel Monday, September 23, 13
    • Objection #3: People hide behind social media as a tool to be mean, rude and critical of our organization. Monday, September 23, 13
    • You’re right! And they are going to complain whether you are listening and responding or not. Social Media is a Convergence of PR, Marketing and Customer Service Monday, September 23, 13
    • Need better example. Maybe red cross Monday, September 23, 13
    • Objection #2: It takes too much time & staff expertise that we just don’t have. Monday, September 23, 13
    • get training, get help, dedicate resources and commit Monday, September 23, 13
    • What not to do: - Don’t hand your social media over to an intern - Don’t be afraid to try stuff out - Don’t jump in without trying it for yourself with personal accounts first. Monday, September 23, 13
    • Objection #1:You can’t measure social media, so how will we know if it’s worth the time/ money/effort/angst? Monday, September 23, 13
    • The Trinity of Measurement Interest Attitudes Action Monday, September 23, 13
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