Intro to Social Media

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  • What comes to mind when we talk about social media Adjectives How many people on FB, Orkut, Twitter?
  • What types of social sites do u know about?
  • What are the different types of social sites
  • graphic
  • Guess how many blog posts daily? 15000 posts daily] This doesn’t count
  • 1.5 years for 1 mil 6 months for 2 nd mil 6 months 4.5 mil
  • Has anyone heard of nike+
  • * 15000 posts daily
  • http://www.slideshare.net/webleon/social-media-marketing-nike-plus-human-race-presentation
  • Why would nike do this? No difference in running shoes between adidas, nike, reebok… create mindshare, get people to run more http://www.businessweek.com/magazine/content/08_46/b4108074443945.htm http://www.digitaloperative.com/blog/2008/nike-website-meets-facebook-connect/
  • Don’t have to be a major company 7.6 million views
  • Best Job in the World - Creating Awareness Rather than a traditional PR campaign, Hamilton Islands created a highly successful contest to raise awareness about the island as a tourist destination * Same amount of spend as a traditional marketing campaign, but far exceeded reach, as entertaining applications for island caretaker were shared by friends. * 300,000 people visited the site in the first hour, 34,000 people applied for the job, huge amount of publicity http://www.islandreefjob.com.au/about-the-best-job/ Create entertaining content, sharable, easily participate (voting, tagging, retweeting)
  • Whyd vitamin water choose to direct to fan page rather then website? Is a corporate website necessary anymore NE patriots Easier to update and maintain
  • How many people are fans of stuff on fb? Of celebs/musicians? Of brands? Why What are the biggest fb fan pages
  • Its like your buddy…
  • People don’t mind being sold to, you have to engage as well Want to be entertained and want deals
  • Once u become a fan, can push content forever
  • Is a corporate website necessary anymore?
  • Quick interlude… another campaign not run on a fan page, but shows a lot of the same qualities of a successful social media brand strategy Ikea Interactive / engaging Easy to participate Get something (win)
  • Looking for indian examples.. Hard to come by Fan page demonstrates a lot of the qualities of a successful page: New content – released prior to tv
  • Engagement Contests…
  • Engagement
  • Community Building / add value Sitorsquat
  • Sales
  • Best fb app campaign of all time
  • Spend more time on appvertisements
  • MJ funeral
  • Viral, reach
  • Brewing fight between yahoo/facebook – google/twitter to become your id for the net
  • This isn’t about a brand using for marketing… but highlights the importance of twitter
  • Mumbai attacks coming back to vt...
  • Public mentions – dangerous / but mostly good stuff
  • Reputation sucks a lot of people complain This guy just started answering one by one Real name / face Transparency Shows his personal blog
  • Helping people Giving deals Answering questions
  • One of the most popular indian twiterers Personal branding One on one talking to fans Talking about life
  • Self-promotion Having fun with it Sharing other people’s links Talkig to fans Nice usage
  • Mumbai attacks Thomas friedman compared twitter to mosques, a place for the moderates to organize
  • 140labs.com Betaworks.com More funding for twitter based startups then twitter
  • 7mil views Stock price dipped 10% (180mil) in the week after – is this related dunno…
  • Angry that pirated books were being sold
  • Respond back, bad move to compare india’s progress with pirated books … questioning motive
  • 3mil Nice reaction Taking it to the source… respond in the right tone and right medium
  • Paid tools do trends and analysis

Transcript

  • 1. Introduction to Social Media Amit Klein November ’09 www.amitklein.com twitter.com/amitklein
  • 2. What is Social Media?
  • 3.
    • “ Social Media is a conversation supported by online tools”
    • ~ Kelsey Ruger
  • 4. What is Social Media?
  • 5. What is Social Media?
  • 6.  
  • 7. Agenda
    • Why engage in Social Media?
    • Case Studies (Dell, Nike+, Few Others)
    • How are brands successfully leveraging FB?
    • How are brands successfully leveraging Twitter?
    • When Social Media goes wrong
    • Social Media Analytics
  • 8. Why Engage in Social Media?
  • 9.
    • “ Businesses will increasingly use social media to get closer with customers… It is getting too expensive and inconvenient to meet face-to-face in the real world, there will be more efforts to bring the conversation … to virtual communities .”
    • - Shel Israel
  • 10. Why engage in Social Media?
    • Increasing Sales/Conversions
    • (benefits not always immediately tangible)
    • Improving Reputation / Authority
    • Increasing Brand Awareness / Reach
    • Building Relationships / Engagement
  • 11. Case Study - Dell
  • 12.
    • In the year and a half between 2006 and 2007 negative online postings about Dell dropped from 49% to 22%
    • - Adweek
    * http://www.adweek.com/aw/content_display/news/digital e3i1751753614c1db778979604e004b8d1c
  • 13. Dell – Improving Reputation
    • Monitor
      • 15,000 blog posts written daily about Dell (using Visible Technologies)
    • Respond
      • Dell launched first blog Direct2Dell
      • Uncensored comments, real people, human voices
    • Empower
      • Allow community members to answer problems in forums
      • IdeaStorm.com: Suggest ideas (10k+), vote (650k+), see results
  • 14. Dell – Improving Reputation
    • Today
      • 12+ company blogs in 5 languages
      • 35 community ambassadors
      • 30+ corporate twitter accounts
  • 15. Dell – Increasing Sales
    • Dell has made $6.5mil in 2.5 years as a result of delloutlet on Twitter (1.5m followers)
    • Send coupons, clearance events, new arrival information
  • 16. Case Study – Nike+
  • 17.
    • Nike’s market share (running shoes) jumped from 48% in 2006 to 61% in 2008… A significant amount of the growth comes from Nike+
    • - BusinessWeek
    * http://www.businessweek.com/magazine/content/08_46/b4108074443945.htm
  • 18. Nike Plus – Building Relationships Nike as sold 1.8 million Nike+ devices
  • 19. Nike Plus – Building Relationships
  • 20. Nike Plus – Building Relationships
    • Nike Plus community website:
      • tracks each run, pace, distance
      • comparison with other runs, runners
      • offline running communities
      • Competitions – Human Race 10k Run (1mil people)
    • Blogging Network
    • Flickr (4,000+ photos for Human Race)
    • Youtube (1,000+ videos for Nike Plus)
  • 21. Additional Examples
  • 22.  
  • 23. Additional Examples
  • 24. Facebook Fan Pages
  • 25. Facebook Fan Pages – Vitamin Water
    • Major advertisements go directly to Facebook Fan page
    • Tap into passionate user base, questions like who is better Kobe or Lebron, lots of discussion
    • Is a corporate website necessary anymore?
  • 26. Facebook Fan Pages
    • Reach - Builds off Facebooks 300m users
    • Distribution / Virality - Actions are published directly to activity stream
    • Consistent Engagement - Get a fan once, push content forever
  • 27. Biggest Facebook Fan Pages * Rank Facebook Fan Page Name Number of Facebook Fans 1 Michael Jackson 10mil 2 Barack Obama 6.8mil 3 Vin Diesel 6.5mil 4 Facebook 5.5mil 5 Megan Fox 5.0mil 6 Mafia Wars 4.8mil 7 R.I.P. Michael Jackson (We Miss You) 4.6mil 8 Pizza 4.6mil 9 I Love Sleep 4.6mil 10 Starbucks 4.6mil 11 Will Smith 4.5mil 12 Dr. House 4.4mil 13 I need a vacation 4.4mil 14 Lady Gaga 4.2mil 15 Coca Cola 4.1mil
  • 28. Facebook Fan Pages – Coke
    • Coke Fan page was started by two regular users
    • In seven months grew to 3.3 million fans
    • Facebook changed rules and didn’t allow users to create branded pages
    • Coke teamed up with the creators of the page, flew them to HQ, gave them a tour, brought them into meetings, brainstormed ideas, made them part of the company, let them be real evangelists
  • 29. Facebook Fan Pages – Coke
  • 30. Facebook Fan Pages – Victoria Secret
    • Balance between content and advertising
  • 31. Facebook Fan Pages – Alicia Keys
  • 32. Facebook Fan Pages – 1-800-Flowers
  • 33. Facebook Fan Pages
    • Don’t just sell, entertain… blend advertisements with good content
    • # of Fans are not as important as engagement – create opportunities for your fans to engage
    • Respond to fans, ask them questions, 2-way
    • Make it easy to share
    • Give early access / promotions - make people feel like they are getting something special by fanning you
  • 34.  
  • 35. Facebook Fan Pages – ZooZoos
  • 36. Facebook Apps
  • 37. Facebook Apps – ZooZoos
  • 38. Facebook Apps – ZooZoos
  • 39. Facebook Apps - Ballers Network
  • 40. Facebook Apps – Pizza Hut
  • 41.  
  • 42. Facebook Apps
  • 43. Social Data Portability
  • 44. Facebook Connect
    • Allows you to create a Facebook Application outside of Facebook
    • Single sign on (no need to register for the site)
    • Use your photo
    • Publish content to your activity stream
    • Invite people from Facebook to participate in activity
    • Send email from Facebook on your behalf
  • 45. Facebook Connect - CNN
    • During Obama Inauguration CNN allowed users to chat using Facebook Connect
      • 600,000 status updates posted during event
      • 4,000 status updates per minute
      • Millions of logins
  • 46. Facebook Connect - Digg
  • 47. Facebook Connect – Fight Club
  • 48. Other APIs
    • OpenSocial
      • Similar to Facebook Connect but for orkut, MySpace, Friendster, Ning, Yahoo! and third party sites
      • Uses HTML/JS/CSS
    • Sign in with Twitter
    • LinkedIn Developer Platform
  • 49. Twitter
  • 50.
    • “ Twitter is about approach, transparency, and immediacy”
    • - Jack Dorsey, Twitter Co-Founder
  • 51. Reasons for Businesses to use Twitter
    • Increase transparency / authenticity
      • Give your company a human face, voice and personality
    • Brand Management
      • Create awareness about your products (buzz)
      • Find out what people are saying about your company/products
    • Deeper Engagement
      • Identify your biggest evangelists
      • Respond to criticism / help
      • Increase reputation and authority
    • Identify Sales Opportunities
      • Share deals
      • Identify potential customers
    • Track Trends
  • 52. Case Study - #iranelections
  • 53.
    • “ News media can’t keep pace with the new world of media consumption and the insatiable appetite for information”
    • - Ann Curry, NBC
  • 54. #iranelection – Breaking News
    • Frustration with lack of mainstream coverage of Iranian elections
      • Mainstream news is not covering the world fast enough
      • TV news is episodic (played a retaped show on Sat night of Larry King while Iranians protested in the streets)
      • Iranian government shut off text messaging and access to most social networks – multiple ways to access Twitter
      • #iranelection trending topic for the last 2 weeks
      • Risks: fact checking, causing panic, losing credibility
  • 55. #iranelection – Breaking News
  • 56. Case Study - Zappos
  • 57.
    • “ Everyone knows why GMblogs and TheHomeDepot have Twitter accounts: To make more money... We'll care about you if you buy our stuff. That's the corporate quid pro quo.
    • Tony Hsieh uses Twitter because he likes Twitter. He writes, ... if you can talk your friends into joining it and you all use it for 2 weeks, it will change your life. You will wonder how you ever lived without it."
    • - Sage Lewis, Search Engine Watch
  • 58. Zappos – Building Relationships
  • 59. Zappos – Building Relationships
    • Transparent, effective use of Twitter http://twitter.zappos.com includes:
      • Intro to Twitter
      • Employee Tweets & Pics (430+ employees)
      • CEO most active user
      • Zappos Public Mentions
      • Highlight SuperFans
      • 3000+ links pointing at twitter.zappos.com
      • Bought by Amazon for $928mil
  • 60. Additional Examples
  • 61. Additional Examples
  • 62. Additional Examples
  • 63. Additional Examples
  • 64. How to leverage Twitter
    • Setup keyword searches for you and your competitors
    • Engage people / participate in conversations / build trust
    • Gather feedback about your products / services
    • Share links / info
    • Don’t just talk about yourself! - Retweet others
    • Try coupons / promotions - measurable
    • Take orders
    • Contests
    • People are finding new uses all the time…
  • 65.
    • “ It’s pretty easy to spot those that are just joining the network purely to take –not to give. Be a part of the conversation before you need anything from anyone … share knowledge, help others, and become a trusted node and connector, not just an outlier…”
    • - Jeremiah Owyang
  • 66. The Twitterverse
  • 67. When Social Media Goes Wrong
  • 68.  
  • 69. #chetanblocks
    • Chetan Bhagat author of Five Point Someone, One Night at the Call Center, Three Mistakes of My Life, Two States is one of the most followed Indians on Twitter
  • 70. #chetanblocks
    • Saad Akhtar author of webcomic flyyoufools.com responded and was blocked by Chetan
  • 71. #chetanblocks
    • Firestorm ensued:
    • 342,000 tweets with #chetanblocks in 2 days
    • What’s the difference between a Chetan Bhagat book and a leech? The leech eventually stops sucking #chetanblocks
  • 72. #chetanblocks
  • 73. #chetanblocks
  • 74. #chetanblocks
    • What’s the point?
    • Everything you say is public, think before you tweet
    • Don’t launch into flame wars with fans
    • Things bubble up very quickly
    • Power of the masses (for good or bad)
  • 75.  
  • 76. Social Media Analytics
  • 77. Measuring SMM
    • Hard, very early, no one does this well
    • How do you measure Reach, Authority/Influence, Engagement, Sentiment?
    • The metrics you use to measure (and the tools) change constantly, depending on your objectives
    • Don’t be afraid to throw out metrics or recalculate frequently.
  • 78. Measuring SMM - Reach
    • Number of Friends/Followers/Fans – Facebook/Twitter
      • 2nd Degree relationships (number of friends of friends, etc…)
      • Careful, friends can be bought
    • RSS Subscriptions / Usage - FeedBurner
    • Visitors to your site – Compete, Alexa, Google Analytics
  • 79. Measuring SMM –Engagement
    • Visitor Loyalty - the number of return visitors over a period of time (1 month)
    • Duration - Length of time spent on site (more importantly is this number trending upwards)
    • Actions - The number of actions taken on the site: downloading, posting, commenting, etc...
    • Subscriptions - Number of visitors who have given you personal information
    • User Actions - Comments, posts, downloads, plays, wall posts, song plays (Facebook Insights)
    • Twitter DM’s and @’s
  • 80. Measuring SMM – Authority/Influence
    • Public Mentions (Blogs) - Google Blog Search / Alerts, socialmention
    • Public Mentions (Twitter) - Twitter Search / Klout.net
    • Public Mentions (Facebook) – Facebook Lexicon
    • Incoming Links (Blogs) – Technorati, Twitalyzer, Google Webmaster Tools
    • Public mentions (music plays, youtube comments, etc…) - Trendrr
    • Comments about you on other sites (BackType)
    • Retweets – Twitter Search / Klout.net
    • Unsolicited Positive Responses – Twitter
    • Links back to your sites – Google Webmaster Tools
  • 81. Measuring SMM - Sentiment
    • Twitter Search
    • Socialmention.com
    • Omniture - http://blogs.omniture.com/2009/02/24/implementing-twitter-data-tracking-in-omniture-sitecatalyst/
    • Visible Technologies
    • Sentiment Metrics
    • Radian 6
  • 82. Group Project
  • 83. Group Project
    • Form teams of 4-5 people
    • Partner a local NGO and create a strategy to generate awareness / solicit donations for a cause
    • Find a local NGO: http://www.unitedwaymumbai.org , http://mumbaionline.in/Society/NGOs/ , http://www.karmayog.com/lists/ngos.htm
    • Come up with an idea for a project
    • Send us your ideas for your project, how you will use online media to promote that initiative and how you will measure success
    • Next week meet with us to review your plan and get some feedback
    • You will have one month to execute your projects
    • At the end write up how the project went, the statistics you used to measure success, what troubles you encountered, and lessons you learned.
  • 84. Group Project
    • Idea Suggestions:
    • Create an offline event (dinner) to raise money for an NGO participating in the Mumbai marathon - Use FB/Twitter to promote.
    • Create an offline event (clothes drive, book drive) – Use FB/Twitter/SEM to promote
    • Create an SEM campaign to solicit donations for a cause – measure using Google Analytics
    • Create a FB fan page to highlight a social cause – get as many fans as you can, create and promote some entertaining and enlightening content
    • Leverage social media tools / SEM to get volunteers for an NGO or specific event.
    • Ideally you should be using one social media tool as well as an SEM campaign.
  • 85. Questions?