Introduction to Social Media
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Introduction to Social Media

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• Brief intro to different types of social sites (traditional social networks, social news, social bookmarking, blogging communities, lifestreaming, location based, document/collaboration, ...

• Brief intro to different types of social sites (traditional social networks, social news, social bookmarking, blogging communities, lifestreaming, location based, document/collaboration, etc…)
• Reasons for businesses to engage in social media
• Case studies on Dell, Nike+ and a few other smaller innovative examples

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    Introduction to Social Media Introduction to Social Media Presentation Transcript

    • Introduction to Social Media Amit Klein June ’09 www.amitklein.com twitter.com/amitklein
    • “Social Media is a conversation supported by online tools” ~ Kelsey Ruger
    • Agenda • What is Social Media? • Why engage in Social Media? • Case Studies • Dell • Nike+ • Brief look at other innovative examples
    • What is Social Media?
    • What is Social Media?
    • What is Social Media?
    • Why Engage in Social Media?
    • “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
    • Why engage in Social Media? • Increasing Sales/Conversions (benefits not always immediately tangible) • Improving Reputation • Increasing Brand Awareness • Building Relationships
    • Case Study - Dell
    • 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
    • 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
    • Dell – Improving Reputation • Today • 12+ company blogs in 5 languages • 35 community ambassadors • 30+ corporate twitter accounts
    • Dell – Increasing Sales • Dell has made $3mil in 2 years as a result of delloutlet on Twitter (650k followers) • Send coupons, clearance events, new arrival information
    • Case Study – Nike+
    • 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
    • Nike Plus – Building Relationships Nike has sold 1.8 million Nike+ devices
    • Nike Plus – Building Relationships
    • 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 (800k people) • Blogging Network • Flickr (4,000+ photos for Human Race) • Youtube (1,000+ videos for Nike Plus) • Next up: http://ballersnetwork.com/
    • Additional Examples
    • Additional Examples • Will it Blend? – 7mil+ views on YouTube • Best Job in The World – Huge PR Coverage • Cadbury “Operation Goo” – Viral Contest • Target Bullseye – Charity donations • GoodStorm – Widget based affiliate sales • Seaworld - Appvertisement
    • Assignment Teams of 2: Pick a product, come up with three slides: Brief Overview, Who should use this product?, Example of business/individual using effectively Disqus Brightkite SocialText Uservoice Tumblr Zvents BackType iLike Yammer AddThis CommentSniper TipJoy NowPublic Ning Scribbd FriendFeed Alltop