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Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
Social Networking 101
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Social Networking 101

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  • Transcript

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

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