Social Media: What's In It For You?

Social Media: What’s in it for You?
Presented by:Alan Belniak & Laura Vecchio
January 21, 2010

Social Media: What’s in it for You?
A NEDMA Event
January 21, 2010 ~ 9:00a to 11:30a
At the Microsoft Research Facility, Cambridge
Presented by:
Laura Vecchio
Online Marketing Coordinator/Social Media Specialist
Overdrive Interactive
Alan Belniak
Director of Social Media Marketing, PTC

For Starters

Agenda
Introduction
A bit on philosophy
Why is this a big deal all of the sudden?
OK, so I want to get involved
How do I start? Listen…
Case studies
“But what if…”
Some common objections/responses to starting this
Are you ready?
Conclusion

Introductions

The Who and The What, For Today
Who we are
Alan Belniak / @abelniak
Laura Vecchio / @laura_vecchio
#NEDMA-SM
What we’re going to cover today (the ‘what’ and the ‘how’)
Ask questions throughout
Us
You
Us

A Bit On Philosophy

Why You Should Engage In These Channels
25% of search results for the World’s Top 20 largest brands are links to user-generated content
 The age and face of the workforce is changing

Why You Shouldn’t Engage In These Channels
 This is a magic solution
 You feel like you have to, so you do so, but begrudgingly and only with half the effort.
Human interaction is still human interaction, and what it takes to be successful with it has not changed. What has changed is the places where it happens.

Change is Inevitable… Online Activity Evolves.

Who is Consuming This Media?

Your Customers Are

source: Business.com’s 2009 B2B Social Media Benchmarking Study (http://www.business.com/info/b2b-social-media-benchmark-study)

Why Is This A Big Deal?

Backdrop(1 of 2)

Backdrop(1 of 2)
In Summary….

Backdrop(2 of 2)

A Double-Edged Sword
It’s a good thing for companies, because consumers can share their feedback about products to the company and the masses.

A Double-Edged Sword
It’s a good thing for companies, because consumers can share their feedback about products to the company and the masses.
It’s a bad thing for companies, because consumers can share their feedback about products to the company and the masses.

Times Have Changed
Old (“1.0”)

Times Have Changed
Old (“1.0”)
New (“2.0”)

Here’s A Scenario…

OK, so I want to get involved…

Current State of Affairs

The Philosophy, In Seven Verbs
Do This
Stop
Listen
Participate
Contribute
Create
Engage
26

The Philosophy, In Seven Verbs
Do This
Stop
Listen
Participate
Contribute
Create
Engage
Before You Do This
Sell
27

Create a Framework to Map it Out

How Do I start? Listen…

Listening
Listening is Labor
Will take a modest portion of time upfront
Initial setup, then refinement
Process will become streamlined
Some channels may be (relatively) empty
Use some of the other tools discussed later on to find other channels; don’t only use what’s here
Balance of prescription vs. deduction vs. induction

Listening (continued)
Keep in mind: Whyyou are doing this
Where are the conversations happening?
What are they talking about?
What form/s of media are being consumed?

Step 1: Decide What You Want To Be About
Answer one very important question:
“Why would anyone want to be your friend?”

Overdrive Interactive’s Core Content
The next few slides in the live presentation lay out Overdrive’s proven nine-step plan for content review, adjustment, propagation, and measurement.
They have been removed from this uploaded presentation at the request of Overdrive Interactive.
To learn more about what Overdrive Interactive can offer, please click here for the company overview.

Which tools are needed?

The plumbing and scaffolding
Google and Google Alerts
www.Google.com ; www.Google.com/alerts
RSS
What is RSS?
The RSS feed reader + aggregator that I use: http://reader.google.com
FeedMyInbox (and other such sites)
Transforms an RSS feed into one packaged digest version, and in e-mail form
Consider creating an RSS feed for each of your products, competitors, brand, etc.

Using aggregated social search tools
Social Mention
http://socialmention.com – the site
Omgili
http://omgili.com/
Note the use of the slider to limit the conversation to an area
Any part of the graph is click-able to bring you to those conversations
http://omgili.com/graphs.html
Attractive visual display of chatter compared across topics

Tier one searching and listening
Twitter Search (not just Twitter)
http://search.twitter.com/advanced
Set up to deliver an RSS feed of the mention your products, services, competitors, right to the pre-created e-mail addresses
Also consider http://www.monitter.com/ and http://www.twitterfall.com for a visual display of search terms

Google’s New Tools
Search on something, then click ‘Show Options’

Facebook
Limit searching to the top five groups (by member count)
LinkedIn
Note that with LinkedIn, there will likely not be a lot of negativity, due to the nature of the site
Also note that you will need to become a member of groups to see any activity; joining is usually painless
Limit searching to the top five groups (by member count)

A few more examples of some of these channels in action (time permitting)
YouTube
Slideshare
Delicious ; Delicious Network
Blogs
Blog search engines (Technorati, Google Blog Search)
Blog Authoring Platforms (Wordpress, Blogger, Typepad)

Tracking what you find

Example of the quantification

Make it manageable
It might seem overwhelming. The goal isn’t to track every single mention on the web. Instead, keep in mind the overall ‘why’…
Whereare the conversations happening?
Whatare they talking about?
Whatform/s of media are being consumed?

Case studies

To see Overdrive Interactive’s impressive portfolio of client work, click here to be taken to the site.

Objections

Objection Handling
“What if [insert name of social technology] goes away tomorrow?”
“This is going to take too much time.”
“My customers aren’t using social tools.”
“I tried this before, and it didn’t work.”

Mapping the ‘Who’ to the ‘What’ and the ‘Why’

Are you ready?

Conclusion

Thanks!

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Social Media: What's In It For You?

by Alan Belniak on Jan 29, 2010

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Social Media: What’s In It For You? — Presentation Transcript