SOCIAL MEDIA WORKSHOP Session 1 “ Socially Awkward” 05.13.09

Your Presenters Ben Isenberg Niki Rogers Lane Douglas

Ben Isenberg

Niki Rogers

Lane Douglas

Preliminaries Entire slideshow available as a PDF download on SlideShare.com following this seminar. Details will be provided at the end.

Entire slideshow available as a PDF download on SlideShare.com following this seminar.

Details will be provided at the end.

“Collect All 3” Today’s workshop is the first of 3 over the next couple of months. The workshops build upon one another. Socially Awkward 05.13.09 Socially Aware 06.10.09 Socially Active 07.08.09

Today’s workshop is the first of 3 over the next couple of months.

The workshops build upon one another.

QUESTION “Does the social media world make you feel socially awkward?” awkward?” awkward?” awkward?” awkward?”

Today’s Agenda Introduction Brand Overview Establishing the Landscape Categorizing Social Media Case Studies

Introduction

Brand Overview

Establishing the Landscape

Categorizing Social Media

Case Studies

Brand Control

So, do you think you can “lock up” your brand?

A Brand Built on Security kryptonitelock.com

Kryptonite Compromised?

Source: Fortune (12/29/04), Technorati

Don’t Worry... It’s Not Hopeless! It’s Not Hopeless!

The Social Landscape Putting It All In Perspective

The Big Players

Informational vs Interactive

Overwhelming!

A little cleanup...

... and a little more.

Perceived Benefits

Facebook 32% MySpace 27% YouTube 26% Flickr 5% Other 10% Social Networking Sites on Which U.S. Online Retailers Maintain a Page (August 2008) Source: Internet Retailer, “Emerging Technology” conducted by Vovici Corporation

Where Does the Consumer Search For Information?

Social Networking and Forums Sites Compared to Travel Industry Age of Visitors to: Social Networking and Forums Sites Social Networking and Forums Sites The 25-55 y.o. age group makes up 62% of the social networking world and constitutes 60% of the traveling community. The 25-55 y.o. age group makes up 62% of the social networking world and constitutes 60% of the traveling community.

Social Networking and Forums Sites Compared to Travel Industry Household Income Visitors to: Social Networking and Forums Sites Social Networking and Forums Sites Those making between $30K and $150K make up 60% of the social networking world, and constitute 75% of the traveling community. Those making between $30K and $150K make up 60% of the social networking world, and constitute 75% of the traveling community.

The Viral Effect Case Study 1: Travelistic

BREAK

Social Categories

COMMUNITIES Keep track of community events and activitiesCreate and Join groups relevant to your favorite interestsMode of conversation providing users with a way to keep in touchFoster and grow relationships both personally and professionallyShare media with online users in an easily accessible way

Keep track of community events and activitiesCreate and Join groups relevant to your favorite interestsMode of conversation providing users with a way to keep in touchFoster and grow relationships both personally and professionallyShare media with online users in an easily accessible way

PUBLISHING Feed information to your own personal dashboard from any RSS accessible page Enhance traditional marketing campaigns to through podcasts, blogs and more Great tools for education because they keep you up-to-date on the latest news and trends Give first hand accounts of your life or business and alert users to your updates Take the information with you no matter where you go

Feed information to your own personal dashboard from any RSS accessible page

Enhance traditional marketing campaigns to through podcasts, blogs and more

Great tools for education because they keep you up-to-date on the latest news and trends

Give first hand accounts of your life or business and alert users to your updates

Take the information with you no matter where you go

Podcasting Trumps TV

MEDIA SHARING Bookmark all of your favorite sites on the internet Upload view and share simultaneously with other users on the network Store media in repositories for long periods of time Market your brand through online media campaigns including brand channels Find the most frequently viewed media and get in on recent trends

Bookmark all of your favorite sites on the internet

Upload view and share simultaneously with other users on the network

Store media in repositories for long periods of time

Market your brand through online media campaigns including brand channels

Find the most frequently viewed media and get in on recent trends

Reviews Users are more likely to be objective in their reviews online due to anonymity Member rating/reward systems give incentive for users to contribute often and accurately A business can tune into to what is being said regarding products, services and brand perceptions Get advice from those who have “been there, done that” Find great deals and post them as you find them to return the favor

Users are more likely to be objective in their reviews online due to anonymity

Member rating/reward systems give incentive for users to contribute often and accurately

A business can tune into to what is being said regarding products, services and brand perceptions

Get advice from those who have “been there, done that”

Find great deals and post them as you find them to return the favor

MESSAGING Reach internet users almost instantly Reduce costs of other methods of communication like text messaging and cell phone minutes Easily network with other professionals in your industry Easily locate people by demographics and psychographics such as interests, values and opinions As an organization you can listen in to what others are saying about your brand

Reach internet users almost instantly

Reduce costs of other methods of communication like text messaging and cell phone minutes

Easily network with other professionals in your industry

Easily locate people by demographics and psychographics such as interests, values and opinions

As an organization you can listen in to what others are saying about your brand

“ There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.” SPEED OF COMMUNICATION

CASE STUDIES

Obama Campaign Source: Social Media 8

Online Dashboard Source: Social Media 8

Obama Utilized Social Obama gained 5 million supporters in other social networks. Obama maintained a profile in more than 15 online communities , including BlackPlanet, a MySpace for African Americans, and Eons, a Facebook for baby boomers. On Facebook, where about 3.2 million (during the campaign) signed up as his supporters, a group called Students for Barack Obama was created in July 2007. It was so effective at energizing college-age voters that senior aides made it an official part of the campaign the following spring. And Facebook users did vote: On Facebook's Election 2008 page, which listed an 800 number to call for voting problems, more than 5.4 million users clicked on an “I Voted" button to let their Facebook friends know that they made it to the polls Source: Social Media 8

Obama gained 5 million supporters in other social networks.

Obama maintained a profile in more than 15 online communities , including BlackPlanet, a MySpace for African Americans, and Eons, a Facebook for baby boomers.

On Facebook, where about 3.2 million (during the campaign) signed up as his supporters, a group called Students for Barack Obama was created in July 2007.

It was so effective at energizing college-age voters that senior aides made it an official part of the campaign the following spring.

And Facebook users did vote: On Facebook's Election 2008 page, which listed an 800 number to call for voting problems, more than 5.4 million users clicked on an “I Voted" button to let their Facebook friends know that they made it to the polls

YouTube Source: Social Media 8

FaceBook Source: Social Media 8

Even Twitter Source: Social Media 8

Source: Social Media 8

Will It Blend George Wright, the marketing director for Blendtec, had no background in consumer marketing before this event. He visited the company's testing room and saw the guys blending 2x2 wood pieces with the blender and thought, "People have to see this." First 5 videos cost $50 to create. The videos were picked up by Digg.com, and scored 6 million views in the first week. George Wright rushed to tell the CEO who did not even know that YouTube existed. The videos were picked up by VH1 and The Today Show. Then Jay Leno had him on The Tonight Show. Soon, the YouTube videos had been viewed 60 million times and sales, despite the blender's $399 price tag, have been up by 20% ever since.

George Wright, the marketing director for Blendtec, had no background in consumer marketing before this event.

He visited the company's testing room and saw the guys blending 2x2 wood pieces with the blender and thought, "People have to see this."

First 5 videos cost $50 to create. The videos were picked up by Digg.com, and scored 6 million views in the first week. George Wright rushed to tell the CEO who did not even know that YouTube existed.

The videos were picked up by VH1 and The Today Show. Then Jay Leno had him on The Tonight Show.

Soon, the YouTube videos had been viewed 60 million times and sales, despite the blender's $399 price tag, have been up by 20% ever since.

Text

"There is no reason anyone would want a computer in their home." Ken Olson President/founder Digital Equipment Corp., 1977 "I think there is a world market for maybe five computers." Thomas Watson Chairman of IBM, 1943 Is This a Fad?

QUESTIONS

Thank You! Ben Isenberg [email_address] twitter: bdisenber g Lane Douglas [email_address] twitter: lanedougl as Niki Rogers [email_address] twitter: nikiroge rs To download the PDF of this presentation, go to: http://gol.ly/aaacvb

Ben Isenberg [email_address] twitter: bdisenber g

Lane Douglas [email_address] twitter: lanedougl as

Niki Rogers [email_address] twitter: nikiroge rs