Age tells a very different story with respect to content creation online. 64% of online teens have created some kind of content for the internet, and they are far more likely than adults to blog, post photos, videos, remix content, and share all kinds of digital media online. Teen content creators initiate conversations every time they post material online. Most receive feedback on the material they post, and most give feedback to others&#x2014;whether that&#x2019;s on a blog, Flickr or YouTube. Teens expect to be able to annotate their offline experiences with online media. They embrace the work-in-progress attitude that allows them to experiment with new media tools without fear. The coming wave of young content creators moving into college and the workplace will inevitably force us to change the way we think about the influence of the content-creating public. Of course, it&#x2019;s also important for us to pay attention to this group, because today&#x2019;s kids are not only tomorrow&#x2019;s innovators, they are today&#x2019;s innovators.
Social Media 101
Pro PT- Using Social Media
For Marketing and Business
What We’ll Cover
What is Social Media?
Why should we consider a social media/new
What are the most popular tools, and how can
we use them?
Using social media for competitive advantage
Things to Keep in
Relevance is most important
Strategy versus Tactics- Have to have a plan, and
then use tools wisely to get you there. Adjust
tools and plan as necessary.
What is New Media?
Digital, computerized and networked
websites, blogs, wikis, podcasts, video-podcasts,
forums, e-books- even e-mail- could all be
considered New Media
What is Social
Social media is comprised of internet & mobile
technologies that enhance/enable
communication between individuals or
Facebook, Twitter, Skype, ooVoo, del.icio.us,
StumbleUpon, & Digg; Flickr, Picassa, Ning,
LinkedIN, Plurk, Ustream, YouTube, Qik and
more are all social media sites.
New ways of
collaboration over distance
and time; this can be used
strictly for social or
purposes, or also for
Examples- Comcast Cares;
Who Are We Talking
Hint: not just these guys...
Facts From Pew
62% of people employed full or part-time can be considered
85% own a desktop; 61% own a laptop and 93% own a cell
27% own a blackberry, palm or other digital assistant
These numbers are growing monthly....
First Things First
Quick Facts from Pew (Pew
Internet.org) & Forrester
By 2020, they predict that a
mobile device will be the
primary connection tool for
most people in the world.
What are they doing online??
69% (up from
48% in ’07
from 44% in ’07)
Source- Forrester Research; 2008
Content Creation: Age
Ages 12-17 Ages 18-29 Ages 30-38 Ages 39-48 Ages 49-60 Ages 61-69 Ages 70+
Internet users Total population
Where do people get their
How Popular is this
The share of adult internet users who have a proﬁle on an online
social network site has more than quadrupled in the past four
years -- from 8% in 2005 to 35% at the end of 2008.
Nielsen Online reports that Twitter grew 1,382% year-over-year in
February, 2009, registering a total of just more than 7 million
unique visitors in the US for the month. This is also a month to
month increase from 4.5M in Jan to 7 M in Feb- a 50% increase in
Search Engines, Search Engine Optimization and
Search Engine Marketing are “Ground Zero”
Search determines who will ﬁnd you online,
including the press, investors, competitors and/
or customers doing research
Google Alerts- get notiﬁed when something
shows up on web, news, blogs
Google reader- curate your own newspaper;
Social media dashboard
Gmail- threaded conversations, IM, integrated
with Documents for cloud computing, easy
Google Forms- Cheapest Polls ever
There are tons of social media sites- we’ll
concentrate on the most popular
It’s important to remember each one has it’s
own culture and community, just like any off-
line community you might belong to.
We’ll discuss each, its features and
Small, short messages; great way to draw attention to another piece of
content, ie. blog post, offer, etc.
great for customer service- Comcast cares, Best Buy, Rick Sanchez on
Great news source
Good way to “crowdsource” information, take an instant poll
Very popular mobile apps; real time reporting (CES)
Limited to 140 characters, must shorten most
Not a place for traditional advertising; more
peripheral awareness and conversations
SPAM has a toxic effect- must be careful where
Sometimes hard to get to know your own
community on Twitter- who to follow and why?
Billboard for your personal and work lives
Social by nature; things to do and share - 60M subscribers 12/08
Allows you to bookmark articles and share interesting items with
friends; can connect things like Twitter and NYT to Facebook and
automatically update without ever entering the site
Ease of targeting ads
May be a great way to create a local community, support, client
connections for fun events
Level of Engagement
Facebook has a
extended time on the
Mostly social, little business
Great way to organize events and meetups, not
as good for putting together more professional
More and more companies are starting to
advertise here- highly localized targets
Pros and Cons
for younger people,
Tends to appeal to a
more ethnically and
Facebook has caught
up in terms of
Popularity at 60M
Great place for sharing information
Great for SEO
Great for building a community
Cheap and easy
RSS feeds- subscription to keep up with others
Requires schedule, regular content for
Need to say something or provide value
Requires a regular commitment to be effective
No guarantees of instant popularity- long term
strategy, like a newspaper column- need to
Shares information in multimedia format
Subscriptions- building an audience
Know the difference between Show & Tell
Production values count (to some extent)
Curating information- be a resource people go
to for information
People process auditory language much faster
than reading or writing
Video requires two sense at once- bulkier and
harder to access in mobile format
Can you create engaging material that helps
people learn and delivers value?
Long tail of information- can be independent
of time and location
Online Video Sites
Ability to broadcast video as it happens- your
own TV channel- Ustream, BlogTV, 12seconds,
Qik, Seesmic and more.
Broadcast out to multiple sites through
Tubemogul + Analytics- YouTube, blip.tv,
Veoh, Viddler, mDialog and more.
Longtail business opportunities- helps get the
word out there
Resume and Business related online
Good not only for personal job search, but
established business connections- keeps people
updated as to your status
One hour layoff to interview story
Allows you to visualize connection others have
SEO of Social Media
Fresh content means better SEO
Tagging and meta-tags; linking out is very important
Data from certain sites shows up preferentially (EDU,
Metrics of success
By commenting on other sites, can build inbound links
This is a long term versus short term strategy
People come to you because of content and
Grows network, fans, evangelists
Must give them something to do- keep it fresh
or it dies
• 2007 Jupiter Survey showed 69% of physicians did
searches online for patient education materials, and
37% exchanged emails with patients.
• Give people simple tools that work
• Make it fun
• Make it meaningful or rewarding
• Make it social- podcasts, videos, slideshare
Physician Use of Web and
• 54% of US Physicians own a PDA or Smartphone.
70% are predicted to own one by 2011. (Manhattan Research,
• 20% have adopted EHR and adoption of smart
phones will increase EHR adoption (hand in hand)
• 90% of Online physicians use literature databases,
83% online journals, 73% physician portals, 61%
government websites, 41% manufacturer’s websites,
and 37% medical or professional blogs (Jupiter Research (part of Forrester,
Compete.com, Quantcast- How
well are you doing, and how
well are your competitors
Search for trends in
trends.google.com to see if you
can produce timely or
seasonally relevant content
Google Adwords- art into itself. Can be
pricey- all competitively based.
Much of the communication is in public, and you are
accountable for it forever (internet wayback machine)
Privacy issues are a concern
Since many messages are short, nuance can be lost- choose
your mode of communication carefu&y
Social Media Strategy
Figure out what success means to you- Sales?
Customer engagement? Customer retention?
Inﬂuence? Increased SEO? Reputation?
What do you want to measure? Subscribers?
Friends? Followers? Clients?
Customer Relations Management &
Community are great SM goals
Signing up for Social networks is free- but time to participate has a
cost. Make sure social networking doesn’t become Social NotWorking.
Community building is a long term, not short term strategy and will
Global and Local Reach
What do you want to be known for? What is your core story?
Make your case for your brand through Social Media
Chief beneﬁt of Social Media- The
Customer Relationship, Branding &
Social Media Laboratory