Social Media Ask the Experts

Social Media ||| Inbound Marketing Just the Facts Audience Building a Community Brand Monitoring Blogs Facebook LinkedIn Twitter Odds and Ends Case Studies 11/13/2009 ©2009 SCK | Social Media

Just the Facts

Audience

Building a Community

Brand Monitoring

Blogs

Facebook

LinkedIn

Twitter

Odds and Ends

Case Studies

Definition Social Media “ is content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content . It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers . Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business . Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).” Source: Wikipedia 11/13/2009 ©2009 SCK | Social Media

Social Media

“ is content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content . It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers . Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business . Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).”

Source: Wikipedia

Doing it Right Determine the audience you want to reach Develop a campaign Talking to people where they are Use a vessel that you can stick to Monitor, measure and adjust Stick to it – building quality relationships takes time 11/13/2009 ©2009 SCK | Social Media

Determine the audience you want to reach

Develop a campaign

Talking to people where they are

Use a vessel that you can stick to

Monitor, measure and adjust

Stick to it – building quality relationships takes time

Know Your Audience Determine Where Your Audience Is. Median Age Twitter user is 31 MySpace user is 27 Facebook user is 26 LinkedIn user is 40 PEW 3/09 Study 11/13/2009 ©2009 SCK | Social Media

Determine Where Your Audience Is.

Median Age

Twitter user is 31

MySpace user is 27

Facebook user is 26

LinkedIn user is 40

PEW 3/09 Study

Know Your Audience Facebook – 300 million active users Females 58% - Males 42% Ages 0 to17 14% 18 to 24 41% 25 to 34 27% 35 to 54 17% (up 267%) 55+ 2% (up 194%) Source: Facebook 2009 11/13/2009 ©2009 SCK | Social Media

Facebook – 300 million active users

Females 58% - Males 42%

Ages

0 to17 14%

18 to 24 41%

25 to 34 27%

35 to 54 17% (up 267%)

55+ 2% (up 194%)

Source: Facebook 2009

Know Your Audience Twitter – 6 million users Females 53% - Males 47% Ages 18 to 24 19% 25 to 34 20% 35 to 44 10% 45 - 54 5% 55 - 64 4% 65+ 2% Source: PEW 3/09 Source: Facebook 2009 11/13/2009 ©2009 SCK | Social Media

Twitter – 6 million users

Females 53% - Males 47%

Ages

18 to 24 19%

25 to 34 20%

35 to 44 10%

45 - 54 5%

55 - 64 4%

65+ 2%

Source: PEW 3/09

Source: Facebook 2009

Know Your Audience Twitter 9% live in rural areas 35% of twitter users live in urban areas online Americans who live in lower income housing are more likely to use twitter 17% of internet users in households earning less than $30,000 tweet 10% of internet users in households earning more than $75,000 tweet 76% of twitter users use the internet wirelessly Twitter users are also more mobile in news consumption Source: PEW 3/09 Source: Facebook 2009 11/13/2009 ©2009 SCK | Social Media

Twitter

9% live in rural areas

35% of twitter users live in urban areas

online Americans who live in lower income housing are more likely to use twitter

17% of internet users in households earning less than $30,000 tweet

10% of internet users in households earning more than $75,000 tweet

76% of twitter users use the internet wirelessly

Twitter users are also more mobile in news consumption

Source: PEW 3/09

Source: Facebook 2009

Know Your Audience LinkedIn - 41 million members Females 38% - Males 61% Average Age 41 SlideShare - 23 million monthly visitors Source: LinkedIn and SlideShare Source: LinkedIn 2009 11/13/2009 ©2009 SCK | Social Media

LinkedIn - 41 million members

Females 38% - Males 61%

Average Age 41

SlideShare - 23 million monthly visitors

Source: LinkedIn and SlideShare

Source: LinkedIn 2009

Basics to Social Media Marketing Always listen – before you jump in The brand is public Think about a social media company policy Don’t forget a personality Humanize your company Creativity wins Think campaign and multi-purpose content 11/13/2009 ©2009 SCK | Social Media

Always listen – before you jump in

The brand is public

Think about a social media company policy

Don’t forget a personality

Humanize your company

Creativity wins

Think campaign and multi-purpose content

Basics to Building a Community Personal Branding – online activities sets expectation about who you are, be an influencer Build trust with consistency Expertise is a core component Measure Influence Incoming traffic – page views Reader engagement Recommendations Connections Track record Engagement 11/13/2009 ©2009 SCK | Social Media

Personal Branding – online activities sets expectation about who you are, be an influencer

Build trust with consistency

Expertise is a core component

Measure Influence

Incoming traffic – page views

Reader engagement

Recommendations

Connections

Track record

Engagement

Small Business Going Social Hierarchy Blogging/Podcasting Read, comment and then start a blog Social Search Listen to what is going on Social Bookmarking Tagging content and driving search traffic Delicious.com and Digg.com – Social bookmarks Social Networks You need to have much to share to build an interesting business case Micro - Twitter Need to dedicate the time for real-time communications 11/13/2009 ©2009 SCK | Social Media

Blogging/Podcasting

Read, comment and then start a blog

Social Search

Listen to what is going on

Social Bookmarking

Tagging content and driving search traffic

Delicious.com and Digg.com – Social bookmarks

Social Networks

You need to have much to share to build an interesting business case

Micro - Twitter

Need to dedicate the time for real-time communications

Blogs Best Practices Commit to a schedule Show personality and stir the pot now and then Use your search terms or link to your site often Make easy to subscribe Build Your Audience Network with other blogs and link out to them Comment on others blog Ask questions and opinions to get comments Drive Traffic to Your Website Develop and use keyword terms – headlines and body copy Use Google analytics Include a call to action ie: free whitepaper 11/13/2009 ©2009 SCK | Social Media

Commit to a schedule

Show personality and stir the pot now and then

Use your search terms or link to your site often

Make easy to subscribe

Build Your Audience

Network with other blogs and link out to them

Comment on others blog

Ask questions and opinions to get comments

Drive Traffic to Your Website

Develop and use keyword terms – headlines and body copy

Use Google analytics

Include a call to action ie: free whitepaper

Blogs Tools Wordpress.com – create a blog Zemanta.com - enhances your blog with providing related images and related content to link to Backtype.com - monitoring and manage your blog comments PostRank.com - ranks the importance of blogs Technorati.com – Largest blog search 11/13/2009 ©2009 SCK | Social Media

Wordpress.com – create a blog

Zemanta.com - enhances your blog with providing related images and related content to link to

Backtype.com - monitoring and manage your blog comments

PostRank.com - ranks the importance of blogs

Technorati.com – Largest blog search

Business Blog Topics Press release Industry news Best practices Find an industry video Current event Holiday party Productivity tip Email query How-to’s Corporate culture StumbleUpon 11/13/2009 ©2009 SCK | Social Media Facebook group LinkedIn answers Make a list Answer a customer question Share a problem Try a new application and review it Start a series Take a picture Conduct an interview Source: Aaron Uhrmacher

Press release

Industry news

Best practices

Find an industry video

Current event

Holiday party

Productivity tip

Email query

How-to’s

Corporate culture

StumbleUpon

Facebook group

LinkedIn answers

Make a list

Answer a customer question

Share a problem

Try a new application and review it

Start a series

Take a picture

Conduct an interview

Source: Aaron Uhrmacher

Blog Marketing Ideas Reward most active commenter Sell an experience not a product/service Tell stories – Lure Company Interviews – Podcasts Focus on SEO and inbound links Post weekly at a minimum 11/13/2009 ©2009 SCK | Social Media

Reward most active commenter

Sell an experience not a product/service

Tell stories – Lure Company

Interviews – Podcasts

Focus on SEO and inbound links

Post weekly at a minimum

Monitor Google Alerts (http://bit.ly/EEGia) – tracks blogs, news articles, videos Technorati.com – subscribe to RSS alerts to know when someone blogs about you Yacktrack.com – Chatter tab allows keyword searches on social media Boardtracker.com – monitor and get alerts from discussion board threads using your name Twittersearch.com – monitor Twitter for your name or terms SocialMention.com – search engine that searches user generated content 11/13/2009 ©2009 SCK | Social Media

Google Alerts (http://bit.ly/EEGia) – tracks blogs, news articles, videos

Technorati.com – subscribe to RSS alerts to know when someone blogs about you

Yacktrack.com – Chatter tab allows keyword searches on social media

Boardtracker.com – monitor and get alerts from discussion board threads using your name

Twittersearch.com – monitor Twitter for your name or terms

SocialMention.com – search engine that searches user generated content

Facebook Getting started Build a Page not a Fan Page (http://tinyurl.com/kukfcy ) Good applications for business Facebook.com/apps/directory.php Facebook Notes RSS feed from your blog into Facebook Twitter App Pulls your tweets into Facebook (can also have Facebook feed Plaxo, ie Twitter to Facebook to Plaxo all with one post) Personal URL www.facebook.com/sckdesign 11/13/2009 ©2009 SCK | Social Media

Getting started

Build a Page not a Fan Page (http://tinyurl.com/kukfcy )

Good applications for business

Facebook.com/apps/directory.php

Facebook Notes

RSS feed from your blog into Facebook

Twitter App

Pulls your tweets into Facebook (can also have Facebook feed Plaxo, ie Twitter to Facebook to Plaxo all with one post)

Personal URL www.facebook.com/sckdesign

Twitter Claim your name now Top how to videos: mashable.com/2009/05/31/twitter-tutorial-youtube Bitly.com – shorten and track your links Tipjoy.com – micro online giving TwitterBacks.com – brand your page TweetDeck.com - Search.twitter.com FriendorFollow.com – who is following you Export your Outlook contacts into a Gmail account and then search for them on Twitter to follow #Squarespace campaign - hashtags.org (contest) Monitor feeds with hashtag 11/13/2009 ©2009 SCK | Social Media

Claim your name now

Top how to videos: mashable.com/2009/05/31/twitter-tutorial-youtube

Bitly.com – shorten and track your links

Tipjoy.com – micro online giving

TwitterBacks.com – brand your page

TweetDeck.com - Search.twitter.com

FriendorFollow.com – who is following you

Export your Outlook contacts into a Gmail account and then search for them on Twitter to follow

#Squarespace campaign - hashtags.org (contest)

Monitor feeds with hashtag

Finding an Twitter Audience Twitter Twitter Search type – near:Cleveland within:25mi Twellowhood.com Find people on Twitter by city or by business interest WeFollow.com Twitter directory by topic Listorious.com Twitter List - Lists as a way of organizing your followers, 2) Lists as a form of recommendation, and 3) Lists as a way of measuring influence. Monitor / Search Tweets 11/13/2009 ©2009 SCK | Social Media

Twitter

Twitter Search type – near:Cleveland within:25mi

Twellowhood.com

Find people on Twitter by city or by business interest

WeFollow.com

Twitter directory by topic

Listorious.com

Twitter List - Lists as a way of organizing your followers, 2) Lists as a form of recommendation, and 3) Lists as a way of measuring influence.

Monitor / Search Tweets

LinkedIn Increase you personal visibility Enhance SEO Check out prospects before you meet Search for employees Fill out contact settings to “close the deal” Events – check out who is going Link to your website from “My Website” and “Other” by modifying the name of the link Use keywords of the skills you are looking for Create an event – invite your network 50 per day Send relevant questions to your network Connect with your Twitter feed 11/13/2009 ©2009 SCK | Social Media

Increase you personal visibility

Enhance SEO

Check out prospects before you meet

Search for employees

Fill out contact settings to “close the deal”

Events – check out who is going

Link to your website from “My Website” and “Other” by modifying the name of the link

Use keywords of the skills you are looking for

Create an event – invite your network 50 per day

Send relevant questions to your network

Connect with your Twitter feed

SlideShare Connect to LinkedIn and Facebook accounts Share presentations, documents and PDF’s Can embed into your website or blog Social groups around topics 11/13/2009 ©2009 SCK | Social Media

Connect to LinkedIn and Facebook accounts

Share presentations, documents and PDF’s

Can embed into your website or blog

Social groups around topics

Odds and Ends FriendFeed.com – a social aggregator, all your social accounts are pulled into a single feed Social Media Policy - handout Ning.com – build your own social media site Society for New Communications Research sncr.org – a lot of good case studies Mobile Web (mobi) - 2008 late early stage Handset detection redirect to specific pages Send contact information to your phone via SMS Cellfire - promotions on mobile devise Social Bookmarking Digg.com, Delicious.com, StumbleUpon.com, ShareThis.com 11/13/2009 ©2009 SCK | Social Media

FriendFeed.com – a social aggregator, all your social accounts are pulled into a single feed

Social Media Policy - handout

Ning.com – build your own social media site

Society for New Communications Research sncr.org – a lot of good case studies

Mobile Web (mobi) - 2008 late early stage

Handset detection redirect to specific pages

Send contact information to your phone via SMS

Cellfire - promotions on mobile devise

Social Bookmarking

Digg.com, Delicious.com, StumbleUpon.com, ShareThis.com

Case Study – Promotion Drive traffic to One Hour Webinar Step One | Several Email Blasts List of 3,000 7 Sign-ups Step Two | Promote Twitter 1,400 Followers Promote LinkedIn 187 Connection 38 Sign-ups Step Three | Twitter #terms 76 Sign-ups Follow up | Twitter 31 Downloads 11/13/2009 ©2009 SCK | Social Media

Drive traffic to One Hour Webinar

Step One | Several Email Blasts List of 3,000

7 Sign-ups

Step Two | Promote Twitter 1,400 Followers

Promote LinkedIn 187 Connection

38 Sign-ups

Step Three | Twitter #terms

76 Sign-ups

Follow up | Twitter

31 Downloads

David Consulting Group Podcasts – 3,000 downloads every two weeks Promote with Twitter and email Distribute through ITune Postcards at tradeshows Blog SEO Resources on website Whitepapers Webinars Podcast Presentations Blogs for key consultants 11/13/2009 ©2009 SCK | Social Media

Podcasts – 3,000 downloads every two weeks

Promote with Twitter and email

Distribute through ITune

Postcards at tradeshows

Blog

SEO

Resources on website

Whitepapers

Webinars

Podcast

Presentations

Blogs for key consultants

Always Keep in Mind Organizations who understand how to facilitate conversations online can't help but be more successful. How can you get your customers to participate more? With you? With each other? What can you do to help facilitate conversations? 11/13/2009 ©2009 SCK | Social Media

Organizations who understand how to facilitate conversations online can't help but be more successful.

How can you get your customers to participate more?

With you?

With each other?

What can you do to help facilitate conversations?

[email_address] Barb Cagley, president