‘Social’ Media – media that permits communication back to the content provider and to other content consumers. So, a (published) letter to the editor of the New York Times in 1950 is social media. Why it’s so popular today is because of the online channels and the fact that the price of PCs has gone down, the number of publishing and syndication platforms has gone up, the price of broadband Internet connectivity has gone down, and the broadband penetration has gone up.‘New’ Media – media reach and platforms on all new channels; some great new forms of media aren’t necessarily social, but leverage ubiquitous and prevalent distribution channels, so they’re worth discussingB2B, B2C, and the difference (and the similarities) – who is the end consumer and user? Who is the purchaser? If they are one in the same, it’s (very typically) a B2C sphere. If they are different (like where I work), then it’s very typically a B2B sphere. These are different because the marketing message may very well be different for B2C and B2B, and the different channels inside a B2B message. These are the same because it fundamentally boils down to forming relationships and listening.Advertising vs. Marketing – By analogy: advertising is a bullhorn; marketing is a telephone.It’s a Modern-day Cocktail Party – You don’t walk into a party you’ve never been to before and start saying “buy my stuff!”. You walk the perimeter, walk through the middle, scan the crowd, listen a bit. You get a drink or a snack, you mingle. You join a conversation circle. You nod your head. You might offer up an opinion on the matter. Maybe someone asks you what you think, and you respond. Soon, you’re warm to the room. You laugh and chat. By the end of the night, you’re starting conversations, and people are joining your circles. *This* is the ‘social’ of ‘social media’.
Why is this a big deal all of the sudden?Change in landscape and consumer media consumptionPC prices went down, broadband penetration went up, anyone can be a blogger these daysForrester Social Technographics dataThis isn’t just conjecture – there is research behind thisPush v. pull; customers telling you what they want versus you giving customers few choices=-=-=-=-=-=-Quick history: Internet gained popularity, marketers saw a new channel, but still used 1.0, one-way communications… think newspapers and blaring TV adsImage source: http://www.socialmediatoday.com/SMC/106502
Quick history: Internet gained popularity, marketers saw a new channel, but still used 1.0, one-way communications… think newspapers and blaring TV adsImage source: http://www.socialmediatoday.com/SMC/106502
Broadband is now everywhere; telecommunication prices drop; most everyone has much broader accessibilityNo credentials to become a blogger (unlike journalism); tools to blog become free and ubiquitous (there’s a blogging *template* inside Microsoft Word!)Everyone is a blogger these days…Fundamental shift from a 1.0 tool to a 2.0 tool… this is what it means when people say “Web 2.0”; it permits feedback back to the author and between other consumers of that informationImage source: http://www.socialmediatoday.com/SMC/106502
http://www.youtube.com/watch?v=nXQdy-22TXMSimilar to http://www.youtube.com/watch?v=D08URtovG5sNote that this has tons of dataIt’s really coolI can source itIt’s also an adIt’s also a place to have a dialogue and conversation on the topic (the comments section)Erik can visit it and interact with fans and detractors, etc.
What’s the Value of Social Media? Why Should You (or Shouldn’t You) ‘Do’ This? Away From Advertising, Toward Marketing Connect With Customers and Prospects You Think That It’s a Silver Bullet You Think That This Is Your Marketing Strategy
Set Objectives Early and Clearly; Measure Against Those Tone (sentiment) Velocity (spread over time, URLs, trackbacks) Attention (duration on site) Participation (comments, trackbacks) Qualitative attributes (comments, what did they say, what did they mean) These metrics may change over time Including the way you measure them The key is to align the metric to the objective
So, How Do You Start? Listen. (“2 ears”) This is so fundamentally important that I’m going to say it again: start with listening Where do your customers + prospects hang out? Join the networks if required Listen to the conversations that are happening
Focus on the ‘Why?’ Why are you bothering to do this? What do you hope to learn from this? Whereare the conversations happening? Whatare they talking about? Whatform/s of media are being consumed?
How? Just One Example: FBML(“1 mouth”) FBML = Facebook Markup Language Know HTML? Then you know FBML
Resources My links on social media Other bloggers who ‘get this’: Chris Brogan, CC Chapman, Todd Defren, Jason Falls My blog Listening: moving from strategy to tactics + tools Keyword search tools: https://adwords.google.com/select/KeywordToolExternal http://www.keyworddiscovery.com/search.html http://www.blogpulse.com/trend
Thanks! Alan Belniak @abelniak or http://www.Twitter.com/abelniak http://www.SubjectivelySpeaking.net