10 Lessons on Social Media: What It Is, Why
    It’s Important, & How to Get Started


           Cindi Thomas & Augie Ray...
1995

“No online database will replace your daily newspaper… (And)
Even if there were a trustworthy way to send money over...
Lesson One
We cannot know how Social Media will
change communications…

… but the change will be considerable.
1995

“The wake up call was finding this startling statistic that web usage
in the spring of 1994 was growing at 2,300 per...
1995



$6.8B



               $1.1B
        $26M
Lesson Two
Social Media success depends on a
focus on needs and the consumer
experience, not on technology.
What is Social Media?


Web 1.0            Web 2.0


Read               Interact
What is Social Media?

Web 1.0

 Read
What is Social Media?

Web 2.0

Interact
What is Social Media?


Web 1.0            Web 2.0


Media to         Person to
 Person           Person
What is Social Media?

Web 1.0

Media to
 Person
What is Social Media?

Web 2.0

Person to
 Person
What is Social Media?


Web 1.0            Web 2.0


Clicks &         Intimacy
 Traffic        & Influence
What is Social Media?

      Web 1.0

       Clicks &
        Traffic
                                      Interactions

...
What is Social Media?
                                                                                          Influence
...
What is Social Media?


Web 1.0            Web 2.0


Owning           Sharing &
                Collaborating
What is Social Media?

Web 1.0

Owning
What is Social Media?

                 36 million views
 Web 2.0

                 195,000 ratings
 Sharing &
Collaborati...
What is Social Media?

 Web 2.0

 Sharing &
Collaborating
What is Social Media?


   Web 1.0                  Web 2.0

Read                    Interact
Clicks & Traffic        Inti...
Lesson Three
People demand brands and media talk
with, engage, and build relationships
with them.
Where is Social Media?


Web 1.0            Web 2.0


Place            Placeless
Where is Social Media?

Web 1.0

 Place
Where is Social Media?

Web 2.0

Placeless
Where is Social Media?
Where is Social Media?
Where is Social Media?

           1. All ideas compete on an
              equal footing.
           2. Contribution coun...
Lesson Four
Social Media’s placelessness will erase
the line between the virtual and the
physical.
Where is Social Media?

            Other

  Twitter
                    Blogs
MySpace




     Facebook
   Blogs
   Micromedia
   Social Networks
   Video sharing
   Goelocation
   Reviews & Ratings
   Customer Service
...
Lesson Five
Consumers will talk, rate, share, and
collaborate in countless ways & places.
How are Consumers using Social Media?
How are Consumers using Social Media?
Lesson Six
Social Media is leveling the playing
field, giving almost the same reach to
consumers as to big brands.
How are Consumers using Social Media?




                  quot;I speak about it because I love it. I understand
        ...
Lesson Seven
Social Media is making the distinction
between ownership and stewardship
of brands more evident than ever.
Where do consumers talk about brands?
Where do consumers talk about brands?
                    • 1,000 Tweeple w/ 100,000 followers
                    • ~50,0...
Where do consumers talk about brands?

And we’re just getting started…
                                                   ...
Where do consumers talk about brands?

And we’re just getting started…
                                                   ...
Where do consumers talk about brands?




                  Compete.net; Data for month of March
Where do consumers talk about brands?

And we’re just getting started…

                 • In 6 months, the number of peop...
Where do consumers talk about brands?

And we’re just getting started…

                 • The largest demographic visitin...
Where do consumers talk about brands?

Consumers distrustful of marketing communications.
Where do consumers talk about brands?

Consumers are avoiding ads.

                                                 DVR O...
Lesson Eight
Consumers’ brand perceptions will be
based as much upon what they hear
from others as on brands’ marketing
co...
Where do brands fit in Social Media?

                 Banner Ad CTR
  0.35%
  0.30%
  0.25%
  0.20%
  0.15%
  0.10%
     ...
Where do brands fit in Social Media?
Where do brands fit in Social Media?
Lesson Nine
Social Media is a new medium
available to consumers and all portions
of the organization.
Transparency: Honesty
Transparency: Business Decisions
Transparency: Brand Consistency
Lesson Ten
Brands cannot hide. Transparency and
authenticity are unavoidable.
Ten Lessons on Social Media

1.  Social Media will change all communications.
2.  Focus on the experience and not on the t...
2023
Which is rated
                                                           Which is rated best
                best overall...
Social Media: How to Get Started
social;
attitudes, orientations or
behaviors which take the
interests, intentions or
needs of other people
into account
  ...
1.   Spend some time getting to know others.

2.   Produce information of interest and benefit to them.

3.   Share it and...
Experience is the best teacher

Engage personally

Learn and apply to your brand
Getting Yourself Started
Personal Engagement

• Personal Networking

• Professional Networking

• Micro-communications
Facebook Tips

• Check in at least once a day
• It’s ok to not be friends with everyone
• Explore applications, profiles, ...
LinkedIn Tips

•   Keep profile up to date
•   Recognize professional nature
•   Answer questions, join discussions
•   Si...
Twitter Tips

• Be sure to include location and short
  description in your profile
• Follow a variety of people, brands a...
Evaluate

Who have you engaged with?
What don’t you like?

               Why?
Where do you seem to spend the most time?
W...
Getting Your Brand Started
Brand Engagement

Listen
   Brand monitoring
   Engagement opportunities
Identify influencers and your social currency
Mak...
Listen




http://www.web-strategist.com/blog/2006/11/25/companies-that-measure-social-media-influence-brand/
Listen


http://search.twitter.com
Listen


http://search.twitter.com
http://www.google.com/alerts
Listen


http://search.twitter.com
http://www.google.com/alerts
http://www.blogpulse.com/
Listen


http://search.twitter.com
http://www.google.com/alerts
http://www.blogpulse.com/
http://www.technorati.com/
Listen


http://search.twitter.com
http://www.google.com/alerts
http://www.blogpulse.com/
http://www.technorati.com/
http:...
Listen


http://search.twitter.com
http://www.google.com/alerts
http://www.blogpulse.com/
http://www.technorati.com/
http:...
Listen
Listen

• Have a plan for response



  Who          Who              What        What
decides?      leads?         resour...
Listen

• Have a plan for response
• Prevent “brandjacking”
Listen

• Have a plan for response
• Prevent “brandjacking”
• Revisit and reinforce
  employee communication &
  ethics st...
Identify influencers & social currency


Who are the influencers?
What do you want them to do for you?
What will you do fo...
Make your currency social

• Start with established plans/initiatives
• Draw from your personal engagement - how
  could t...
Overcoming Obstacles
10 Lessons on Social Media:  What It Is, Why It’s Important, & How to Get Started
10 Lessons on Social Media:  What It Is, Why It’s Important, & How to Get Started
10 Lessons on Social Media:  What It Is, Why It’s Important, & How to Get Started
10 Lessons on Social Media:  What It Is, Why It’s Important, & How to Get Started
10 Lessons on Social Media:  What It Is, Why It’s Important, & How to Get Started
10 Lessons on Social Media:  What It Is, Why It’s Important, & How to Get Started
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10 Lessons on Social Media: What It Is, Why It’s Important, & How to Get Started

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A presentation developed by Augie Ray and Cindi Thomas, presented at the "Leveraging Social Media For Business Success" at Marquette University on 4/17.

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10 Lessons on Social Media: What It Is, Why It’s Important, & How to Get Started

  1. 1. 10 Lessons on Social Media: What It Is, Why It’s Important, & How to Get Started Cindi Thomas & Augie Ray April 17, 2009
  2. 2. 1995 “No online database will replace your daily newspaper… (And) Even if there were a trustworthy way to send money over the Internet--which there isn't--the network is missing a most essential ingredient of capitalism: salespeople.” - Clifford Stoll, Newsweek tech writer, 1995 “The internet? We are not interested in it.“ - Bill Gates, 1993 “I predict the internet will go spectacularly supernova and in 1996 catastrophically collapse.” - Bob Metcalfe, InfoWorld, 1995
  3. 3. Lesson One We cannot know how Social Media will change communications… … but the change will be considerable.
  4. 4. 1995 “The wake up call was finding this startling statistic that web usage in the spring of 1994 was growing at 2,300 percent a year. You know, things just don't grow that fast. It's highly unusual, and that started me about thinking , ‘What kind of business plan might make sense in the context of that growth?’” “If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience, and that really does matter, I think, in any business. It certainly matters online, where word of mouth is so very, very powerful.”
  5. 5. 1995 $6.8B $1.1B $26M
  6. 6. Lesson Two Social Media success depends on a focus on needs and the consumer experience, not on technology.
  7. 7. What is Social Media? Web 1.0 Web 2.0 Read Interact
  8. 8. What is Social Media? Web 1.0 Read
  9. 9. What is Social Media? Web 2.0 Interact
  10. 10. What is Social Media? Web 1.0 Web 2.0 Media to Person to Person Person
  11. 11. What is Social Media? Web 1.0 Media to Person
  12. 12. What is Social Media? Web 2.0 Person to Person
  13. 13. What is Social Media? Web 1.0 Web 2.0 Clicks & Intimacy Traffic & Influence
  14. 14. What is Social Media? Web 1.0 Clicks & Traffic Interactions Involvement Relationship Open, Quality of Click Rates, Hits, Visits, Opt-ins Time on Site 2009 1995 Based on Measuring Engagement: Forrester
  15. 15. What is Social Media? Influence Web 2.0 Intimacy Intimacy & Influence Net Promoter Interactions Score, Brand Affinity, Involvement Sentiment Forwarded on blogs, Content, Consumer Relationship Repurchases Open, opinions Quality of Click Rates, Hits, Visits, Opt-ins Time on Site 2009 1995 Based on Measuring Engagement: Forrester
  16. 16. What is Social Media? Web 1.0 Web 2.0 Owning Sharing & Collaborating
  17. 17. What is Social Media? Web 1.0 Owning
  18. 18. What is Social Media? 36 million views Web 2.0 195,000 ratings Sharing & Collaborating 284,000 comments 1.5 million hits on Google Dr. Pepper ad
  19. 19. What is Social Media? Web 2.0 Sharing & Collaborating
  20. 20. What is Social Media? Web 1.0 Web 2.0 Read Interact Clicks & Traffic Intimacy & Influence Media to Person Person to Person Owning Sharing & Collaborating
  21. 21. Lesson Three People demand brands and media talk with, engage, and build relationships with them.
  22. 22. Where is Social Media? Web 1.0 Web 2.0 Place Placeless
  23. 23. Where is Social Media? Web 1.0 Place
  24. 24. Where is Social Media? Web 2.0 Placeless
  25. 25. Where is Social Media?
  26. 26. Where is Social Media?
  27. 27. Where is Social Media? 1. All ideas compete on an equal footing. 2. Contribution counts for more than credentials. 3. Leaders serve rather than preside. 4. Tasks are chosen, not assigned. 5. Power comes from sharing information, not hoarding it.
  28. 28. Lesson Four Social Media’s placelessness will erase the line between the virtual and the physical.
  29. 29. Where is Social Media? Other Twitter Blogs MySpace Facebook
  30. 30.  Blogs  Micromedia  Social Networks  Video sharing  Goelocation  Reviews & Ratings  Customer Service  Events  Wikis  Livecasting  Photo sharing  Music sharing  Document sharing  Social Bookmarking
  31. 31. Lesson Five Consumers will talk, rate, share, and collaborate in countless ways & places.
  32. 32. How are Consumers using Social Media?
  33. 33. How are Consumers using Social Media?
  34. 34. Lesson Six Social Media is leveling the playing field, giving almost the same reach to consumers as to big brands.
  35. 35. How are Consumers using Social Media? quot;I speak about it because I love it. I understand they're a family restaurant, but I think it can't hurt them to have a little spice.quot;
  36. 36. Lesson Seven Social Media is making the distinction between ownership and stewardship of brands more evident than ever.
  37. 37. Where do consumers talk about brands?
  38. 38. Where do consumers talk about brands? • 1,000 Tweeple w/ 100,000 followers • ~50,000+ Tweets/month • 750,000 Blog mentions/month • 215,000 Members • 29 million posts • 500+ groups w/ 750,000+ members • 1.9M images • 2,900 groups • 17,000 uploads/month • Top 10 all-time posts: • 350M views • 500K+ comments
  39. 39. Where do consumers talk about brands? And we’re just getting started… YEAR Facebook 228% LinkedIn 82% Ning 169% Twitter 1382% Nielsen Online; US, Home and Work; Unique Audience 2/2008 to 2/2009
  40. 40. Where do consumers talk about brands? And we’re just getting started… MONTH Facebook 23% LinkedIn 13% Ning 22% Twitter 77% Compete.net; Data for month of March
  41. 41. Where do consumers talk about brands? Compete.net; Data for month of March
  42. 42. Where do consumers talk about brands? And we’re just getting started… • In 6 months, the number of people 35-44 increased 260%; people 45-54 grew 400%. • 30% of Facebook users are older than 35 and another 24% are 26-34. • In 60 days, number of people over 35 doubled Compete.net; Data for month of March
  43. 43. Where do consumers talk about brands? And we’re just getting started… • The largest demographic visiting Twitter.com are 35- to 49-year- olds, comprising 42% of all visitors. • Median age of a twitter user is 31. • 10 percent of Twitter users are between 55 and 64, the same percentage as between 18 and 24.
  44. 44. Where do consumers talk about brands? Consumers distrustful of marketing communications.
  45. 45. Where do consumers talk about brands? Consumers are avoiding ads. DVR Owners Live 40% Time Without Delayed Ads 60% 55% With Ads 5% Forrester: The Mind Of The DVR User: Media And Advertising
  46. 46. Lesson Eight Consumers’ brand perceptions will be based as much upon what they hear from others as on brands’ marketing communications.
  47. 47. Where do brands fit in Social Media? Banner Ad CTR 0.35% 0.30% 0.25% 0.20% 0.15% 0.10% 0.04% 0.05% 0.00% 2004 2005 2006 2007 2008 Banner Ad CTR
  48. 48. Where do brands fit in Social Media?
  49. 49. Where do brands fit in Social Media?
  50. 50. Lesson Nine Social Media is a new medium available to consumers and all portions of the organization.
  51. 51. Transparency: Honesty
  52. 52. Transparency: Business Decisions
  53. 53. Transparency: Brand Consistency
  54. 54. Lesson Ten Brands cannot hide. Transparency and authenticity are unavoidable.
  55. 55. Ten Lessons on Social Media 1. Social Media will change all communications. 2. Focus on the experience and not on the technology. 3. Consumers want to be engaged, not talked at. 4. Social Media is impacting expectations in the real world. 5. Socialization occurs everywhere. 6. Social Media gives consumers enormous reach. 7. Consumers own the brand more than ever. 8. Consumer’ opinions will be based more on what they learn from others than from marketing communications. 9. Social Media is a medium for use across the organization. 10. Brands cannot hide from transparency and authenticity.
  56. 56. 2023
  57. 57. Which is rated Which is rated best best overall? by people in your network? Which treats Which is rated best employees best? by people like you? Which offers Which is cleanest? best-rated service? Which is considered Which is considered the best value? best for families? Which is considered In which have your most romantic? friends eaten? Which has the In which are friends best burger? dining right now?
  58. 58. Social Media: How to Get Started
  59. 59. social; attitudes, orientations or behaviors which take the interests, intentions or needs of other people into account - Wikipedia
  60. 60. 1. Spend some time getting to know others. 2. Produce information of interest and benefit to them. 3. Share it and make it easy for others to do the same. 4. Listen and respond. That’s being social.
  61. 61. Experience is the best teacher Engage personally Learn and apply to your brand
  62. 62. Getting Yourself Started
  63. 63. Personal Engagement • Personal Networking • Professional Networking • Micro-communications
  64. 64. Facebook Tips • Check in at least once a day • It’s ok to not be friends with everyone • Explore applications, profiles, pages and groups
  65. 65. LinkedIn Tips • Keep profile up to date • Recognize professional nature • Answer questions, join discussions • Sign up for updates alerts
  66. 66. Twitter Tips • Be sure to include location and short description in your profile • Follow a variety of people, brands and organizations • Reply to others with “@” replies to start or continue conversations • Be real
  67. 67. Evaluate Who have you engaged with? What don’t you like? Why? Where do you seem to spend the most time? When have you turned to one over the other? How do you engage differently?
  68. 68. Getting Your Brand Started
  69. 69. Brand Engagement Listen Brand monitoring Engagement opportunities Identify influencers and your social currency Make your currency social
  70. 70. Listen http://www.web-strategist.com/blog/2006/11/25/companies-that-measure-social-media-influence-brand/
  71. 71. Listen http://search.twitter.com
  72. 72. Listen http://search.twitter.com http://www.google.com/alerts
  73. 73. Listen http://search.twitter.com http://www.google.com/alerts http://www.blogpulse.com/
  74. 74. Listen http://search.twitter.com http://www.google.com/alerts http://www.blogpulse.com/ http://www.technorati.com/
  75. 75. Listen http://search.twitter.com http://www.google.com/alerts http://www.blogpulse.com/ http://www.technorati.com/ http://www.glassdoor.com
  76. 76. Listen http://search.twitter.com http://www.google.com/alerts http://www.blogpulse.com/ http://www.technorati.com/ http://www.glassdoor.com http://www.getsatisfaction.com
  77. 77. Listen
  78. 78. Listen • Have a plan for response Who Who What What decides? leads? resources? channels?
  79. 79. Listen • Have a plan for response • Prevent “brandjacking”
  80. 80. Listen • Have a plan for response • Prevent “brandjacking” • Revisit and reinforce employee communication & ethics standards
  81. 81. Identify influencers & social currency Who are the influencers? What do you want them to do for you? What will you do for them?
  82. 82. Make your currency social • Start with established plans/initiatives • Draw from your personal engagement - how could these initiatives be more social? • Ideas: • Leverage expertise in blog outreach • RSS produced information • Shift promotions to social entries
  83. 83. Overcoming Obstacles

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