Social Networking 101

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  • Social Networking 101

    1. 1. Social Networking 101
    2. 2. Social Networking 101 <ul><li>What’s social networking? </li></ul><ul><li>How’s it being used? </li></ul><ul><li>Business examples </li></ul><ul><li>What might be in it for us? </li></ul>Agenda
    3. 3. What is social networking? Wikis Podcasts delicious W IKIPEDI A
    4. 4. What’s All The Fuss About? <ul><li>Lots of buzz about social networking </li></ul><ul><li>Over-30 perception: </li></ul><ul><ul><li>For young people </li></ul></ul><ul><ul><li>Mostly useless babble </li></ul></ul><ul><ul><li>“ Hip factor” driving it </li></ul></ul><ul><ul><li>Not much business application </li></ul></ul><ul><ul><li>Fad - people & companies jumping on bandwagon </li></ul></ul>
    5. 5. What’s All The Fuss About? <ul><li>Another View: </li></ul><ul><li>Fundamental shift in way we communicate, buy, and work </li></ul><ul><li>Not a fad – not going away </li></ul><ul><li>Represents 20% of Internet time </li></ul><ul><li>No longer optional: </li></ul><ul><ul><li>Customers are asking for it </li></ul></ul><ul><ul><li>Competitors are using it </li></ul></ul><ul><ul><li>Impt service & relationship building opportunities </li></ul></ul>
    6. 6. What’s different about social networking? <ul><li>Space defined by media owner Space defined by consumer/client </li></ul><ul><li>Brand in control Consumer/client in control </li></ul><ul><li>One way, brand speaking Two way, a conversation </li></ul><ul><li>Repeating the message Adapting the message </li></ul><ul><li>Focused on brand Focused on consumer/client </li></ul><ul><li>Entertaining Involving </li></ul><ul><li>Brand creating content User created content/co-creation </li></ul>Traditional media Social Networking
    7. 7. What is social networking? <ul><li>Community of people tied together by interest, product, service, event </li></ul><ul><li>A conversation among customers, business partners, employees </li></ul><ul><li>For individuals, value is in their community </li></ul><ul><li>For companies, value is in harnessing the community </li></ul>
    8. 8. Business Benefits of Community <ul><li>Inexpensive product research </li></ul><ul><li>Idea contributions </li></ul><ul><li>Inexpensive customer support </li></ul><ul><li>Sales support </li></ul><ul><li>Learn from customers/partners </li></ul><ul><li>Turn customers into advocates </li></ul><ul><li>Organize people internally or externally </li></ul>delicious
    9. 9. What is social networking? Podcasts delicious W IKIPEDI A Wikis
    10. 10. What is social networking? Podcasts delicious W IKIPEDI A Wikis
    11. 11. Blogs <ul><li>Short for WeBLOG </li></ul><ul><li>Website maintained by individual(s) </li></ul><ul><li>Regular commentary, may include graphics or videos </li></ul><ul><li>“ Bully Pulpit” for anyone </li></ul><ul><li>Followers respond with own commentary </li></ul><ul><li>Participatory journalism, user -generated content </li></ul><ul><li>More than 200,000,000 blogs </li></ul>
    12. 12. Corporate Blogs - Status <ul><li>Most stink </li></ul><ul><li>Predictable & formulaic (take “humanity” out of blogging) </li></ul><ul><li>Mostly oriented towards self promotion </li></ul><ul><li>Focus on product & service announcements </li></ul><ul><li>Infrequent, boring postings </li></ul><ul><li>Few followers or responses </li></ul><ul><li>Often don’t allow comments </li></ul>
    13. 13. Blog Examples <ul><li>Insurance Technology </li></ul><ul><li>No Risk Zone </li></ul><ul><li>Progressive Insurance </li></ul><ul><li>Progressive critics </li></ul><ul><li>Starbucks & Anti-Starbucks </li></ul><ul><li>Merchants IT Service </li></ul>
    14. 14. Corporate Blogs - Questions <ul><li>Who’s the intended audience ? </li></ul><ul><li>What are the goals of the blog? </li></ul><ul><li>Is content customer oriented (“outside in”)? </li></ul><ul><li>Is it engaging? </li></ul><ul><li>Does it encourage dialogue? </li></ul><ul><li>Does it emphasize human element? </li></ul><ul><li>Does it avoid corporate speak? </li></ul><ul><li>Are there frequent postings? </li></ul>
    15. 16. <ul><li>Business-oriented social networking </li></ul><ul><li>Professional networking & prospecting </li></ul><ul><li>80% of companies use Linked-in for recruiting </li></ul><ul><li>October 2009 : 50 million members, 170 industries </li></ul>Oct 09
    16. 17. <ul><li>Personal Profile </li></ul><ul><ul><li>“ LinkedIn Profile is the future of the resume” </li></ul></ul><ul><li>Company Profile </li></ul><ul><ul><li>Used mainly for recruiting & brand awareness </li></ul></ul><ul><ul><li>Content editing open to all employees </li></ul></ul><ul><li>Groups </li></ul><ul><ul><li>Many thousands </li></ul></ul><ul><ul><li>Connect with people in industry or profession </li></ul></ul>
    17. 18. <ul><li>Networking & micro-blogging service </li></ul><ul><li>140 character message (“tweet”) </li></ul><ul><li>Roots in text messaging </li></ul><ul><li>58 million users (30% adults) </li></ul><ul><li>2 million + tweets/day </li></ul>
    18. 19. Why ? <ul><li>Personal Uses </li></ul><ul><li>Sharing news </li></ul><ul><li>Variety </li></ul><ul><li>Meeting new people </li></ul><ul><li>Building community </li></ul><ul><li>Real-time search </li></ul><ul><li>Learning </li></ul><ul><li>Entertainment </li></ul>
    19. 20. Why ? <ul><li>Business Uses </li></ul><ul><li>Brand building </li></ul><ul><li>Customer service </li></ul><ul><li>Product / service feedback </li></ul><ul><li>Monitoring trends </li></ul><ul><li>Contests, Polls, Coupons </li></ul><ul><li>Product / service reviews </li></ul><ul><li>Real-time testimonials </li></ul><ul><li>Competitive intelligence </li></ul><ul><li>Selling </li></ul>
    20. 21. <ul><li>Twitter Business Accounts </li></ul><ul><li>Multiple accounts & users </li></ul><ul><li>Monitor keywords & trends </li></ul><ul><li>“ On Duty” notifications </li></ul><ul><li>Tweet assignments </li></ul><ul><li>Conversation threading </li></ul><ul><li>Rich profiles </li></ul><ul><li>Click tracking </li></ul><ul><li>Tweet scheduling </li></ul>
    21. 22. Examples ITG
    22. 23. <ul><li>Originally started for college students </li></ul><ul><li>3Q09 - 300 million + active users </li></ul><ul><li>#2 site in world behind Google </li></ul><ul><li>Greatest growth: age 35-49 </li></ul><ul><li>Connect with friends & family, co-workers, business partners, groups </li></ul><ul><li>2 nd most popular Facebook page is Coke </li></ul><ul><li>Started & run by fans </li></ul>Basic Stats
    23. 24. <ul><li>Facebook “profile” – info, photos, video </li></ul><ul><li>“ Wall” postings, automatic notices & comments </li></ul><ul><li>“ Friend” & group networking </li></ul><ul><li>Notes, “gifts”, news feeds, events, IM </li></ul><ul><li>“ Pages” & “Fans” </li></ul><ul><li>Many “apps” </li></ul><ul><li>Marketplace </li></ul><ul><li>Facebook Connect </li></ul>Key Features
    24. 25. Target Marketing <ul><li>Targeted campaigns </li></ul><ul><li>Customized ads </li></ul><ul><li>Links to other web pages </li></ul><ul><li>Real-time reporting </li></ul><ul><li>Analytics </li></ul><ul><li>Refine ad & campaign </li></ul><ul><li>Modest cost </li></ul>
    25. 26. Analytics
    26. 27. Examples For agents only Michael Tepedino Agency
    27. 28. <ul><li>1 billion daily views </li></ul><ul><li>4 th most visited web site </li></ul><ul><li>200,000 videos uploaded every day </li></ul><ul><li>100,000,000 videos viewed every day </li></ul>Basic Stats
    28. 29. <ul><li>Video upload & viewing </li></ul><ul><li>Comment, rate, responses </li></ul><ul><li>Video annotations & captions </li></ul><ul><li>Content management </li></ul><ul><li>YouTube Insight </li></ul><ul><ul><li>Statistics by geography & time </li></ul></ul>Key Features
    29. 30. <ul><li>Marketing </li></ul><ul><li>Presentations </li></ul><ul><li>Training </li></ul><ul><li>Customer service </li></ul><ul><li>Expert interviews </li></ul><ul><li>Customer testimonials </li></ul><ul><li>Events </li></ul>Business Uses
    30. 31. <ul><li>Brand awareness – “face” to brand </li></ul><ul><li>Improve customer service </li></ul><ul><li>Move traffic to company web site </li></ul><ul><li>Corporate transparency </li></ul><ul><li>Apparent “intimacy” </li></ul><ul><li>Trust building </li></ul>Business Benefits
    31. 32. Examples
    32. 33. Social Networking - Excuses <ul><li>My customers aren’t asking for it </li></ul><ul><li>My competitors aren’t using it </li></ul><ul><li>I don’t want our mistakes announced publicly </li></ul><ul><li>I don’t have the time </li></ul><ul><li>I don’t understand it </li></ul>
    33. 34. Social Networking – What’s In It For Us ? <ul><li>Communication </li></ul><ul><li>Engage with customers </li></ul><ul><li>Build our community </li></ul><ul><li>Attract new customers </li></ul><ul><li>Improve our reputation </li></ul><ul><li>Build our brand </li></ul><ul><li>Earn trust </li></ul><ul><li>Build customer loyalty </li></ul>
    34. 35. Social Networking – What’s In It For Them ? <ul><li>Networking </li></ul><ul><li>News & Updates </li></ul><ul><li>Knowledge & learning </li></ul><ul><li>Fun & entertainment </li></ul><ul><li>Supporting a cause </li></ul><ul><li>Sales opportunities </li></ul><ul><li>Product/Service participation </li></ul>
    35. 36. Social Media Considerations <ul><li>Why do we want it? </li></ul><ul><li>What do we hope to accomplish? </li></ul><ul><li>How does it fit into our strategy? </li></ul><ul><li>What are our goals? </li></ul><ul><li>What communities to target? </li></ul><ul><li>How will we measure success? </li></ul><ul><li>What are the risks? </li></ul><ul><li>How/who to staff it? </li></ul><ul><li>How do we get started? </li></ul>
    36. 37. Where to Start? <ul><li>Listen – learn – experiment </li></ul><ul><li>First platform: a blog </li></ul><ul><li>Next phase: Facebook, Twitter, LinkedIn </li></ul><ul><li>Reach out - connect with others – gain followers </li></ul><ul><li>Experiment and measure </li></ul><ul><li>Rinse, repeat </li></ul><ul><li>Social media consultant </li></ul>

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