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Wisconsin Strategic Social Media Presentation

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Presented to the WTA


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  • Interactive Will Cannibalize Traditional Media ; Interactive Marketing Spend Will Near $55 Billion By 2014; Search Marketing Still Leads Interactive Spend Display Advertising Rebounds ; Email Marketing Continues Healthy Growth ; Social Media Fixes Itself In The Interactive Mix ; Mobile Marketing Matters Post-Recession ;WHAT IT MEANS Interactive Trends Will Redefine Your Business
  • Lifestreaming is sharing tidbits of life; blurring of lines now
  • Why get involved = going to supplement whatever else you do; you can listen into consumers; no lead time like for magazine 3 month lead timeAMI Director of Media Outreach Tom Super said, “It is important to note that social media is not the end-all solution to AMI’s communications efforts.  It is simply another tool in our communications tool box.  It is supplemental to our ongoing public affairs campaigns, but in a way that is more direct to the consumer, which reflects the cyclical nature of the Web and the immediacy of today’s news cycle.”  “ Social media is evolving every day -we’re currently looking into newer sites and next generation applications, too, such as Google Wave and Ning,” Super concluded.  “There is no doubt social media has proven an integral part of AMI’s communications efforts.”    -30-
  • 3 main rules = transparency and honesty is key; don’t misrepresent who you are; you are engaging in a conversation; you need not pitch but participate in the community as a community member
  • Social media does not mean I have a twitter account - We need to identify where are communities abide. Social media can be measured.
  • They decided to go after the passion about scrapbooking and sharing their lives. Fiskars used Brains on Fire to find 5 people that are passionate about scrapbooking. It was kind of like American Idol! Losing market share so hired “brains on fire” said no one was passionate about their brand – people who are passionate are crafters and scrapbookers.They thought community would be those in their 40’s and 50’s.Turned out women in 20’s and teens talking on blogs; Did not try to do a sales pitch, but create a venue to bring passionate people together for crafters to congregate; Invite 5 women to become ambassadors and paid them 15 hours a week to develop social network; only could become a member if invited by one of these ladies (membership has its privileges)
  • How many people don’t just read but are really engaged; Look for 10 blogs where you can establish relationships; Not so much about products but about problems; How many people are engage influencers not just anybody  
  • Executive Summary Goal of a Structured Wiki: Combine the benefits of a Wiki and a database application
  • We need to move beyond SEO to social media optimization
  • Transcript

    • 1. Welcome Wisconsin Strategic Social Media Seminar Social Media 101 – “Incorporating Social Networking to increase your bottom line ”
    • 2. Social Media Revolution 2012
    • 3. Old Marketing Method Source: Forrester Research
    • 4. New Marketing Method
      • New Marketing Funnel
    • 5. New Marketing
    • 6. Marketing Spend Trend
    • 7. Wikipedia = Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies…It supports the democratization of knowledge and information, transforming people from content consumers into content producers…
    • 8. Social Media Benefits
      • Supplemental to your campaign
      • More direct to consumer
      • Cyclical nature of the web
      • Immediacy
    • 9. Does it Pay?
      • Ask Barack Obama
      • During Barack Obama's rise to the White House, he garnered 5 million fans on social media and 5.4 million clicked on an "I voted for Obama" Facebook button. Most importantly this resulted in three million online donors contributing $500 million in fundraising. An astounding 92 percent of the donations were in increments of less than $100.
    • 10. Top 10 Social Media Mavens Results
      • After examining 100 companies and their social media activity levels, the brands were ranked on an "engagement scale" where scores ranged from a high of 127 to a low of 1. Those brands that were the most engaged saw their revenue grow over the past year by 18% while the least engaged brands saw losses of negative 6%
      • Altimeter/Wetpaint study July 2009
      • Out of the top 10 brands engaged in social media, the mavens dominate the list. All of the top 10 are mavens and have seen financial success even in a down economy:
      • 1. Starbucks (127) 2. Dell (123) 3. eBay (115) 4. Google (105) 5. Microsoft (103) 6. Thomson Reuters (101) 7. Nike (100) 8. Amazon (88) 9. SAP (86) 10. Tie - Yahoo!/Intel (85)
    • 11. The Wallflowers did not get to dance!
    • 12. Governing Principles of Social Media to connect with consumers, professionals, and media:
      • Be transparent
      • Respect Preferences
      • Don’t Pitch but Converse!
    • 13. Where do you start?
      • What is my goal?
        • Responding to customers and critics?
        • Sharing content
        • Engaging Investors
      • Who is my community?
        • Customers; the media; critics; politicians
        • How do they consume news?
      • How do I engage?
        • Should I create my own content
        • Respond to queries
        • Should I use video
    • 14. Case Study -360 year old brand losing market share decides it is time to social network
    • 15. Results = 6000 join; 1.5 million visits; Fiskars products are up more than 600% mentioning Fiskars products by name on a per-week basis since the program began
    • 16. Start with who is your Target Community NOT Target Market …because I am a member of that community
      • A sampling of opportunities:
      • Micro blogs = Twitter
      • Blogs
      • Media File sharing=YouTube; Flickr; Podcasts
      • Collaborative tools = Wikis
      • Social Networks =Facebook; LinkedIn
    • 17. Irreversible Trend
    • 18.  
    • 19.  
    • 20. Forrester Analysts & Researchers On Twitter
      • Follow all IT Analysts
      • Application Development & Program Management Professional
      • Mary Gerush
      • Mike Gilpin
      • Mike Gualtieri
      • Jeffrey Hammond
      • John Rymer
      • Margo Visitacion
      • Dave West
      • Roy C. Wildeman
      • Noel Yuhanna
      • Business Process & Applications Professional
      • William Band
      • Boris Evelson
      • Paul Hamerman
      • Connie Moore
      • Natalie Petouhoff
      • Information & Knowledge Management Professional
      • Robert Karel
      • James Kobielus
      • Clay Richardson
      • CEO
      • George Colony
      • Chief Information Officer
      • Marc Cecere
      • George Lawrie
      • Tom Pohlmann
      • Enterprise Architecture Professional
      • Alex Cullen
      • Gene Leganza
      • Information & Knowledge Management Professional
      • Rob Koplowitz
      • Sheri McLeish
      • Kyle McNabb
      • Ted Schadler
      • Tim Walters
      • Infrastructure & Operations Professional
      • Stephanie Balaouras
      • Rachel A. Dines
      • Elizabeth Herrell
      • Evelyn Hubbert
      • Glenn O'Donnell
      • Galen Schreck
      • Chris Silva
      • James Staten
      • Christopher Voce
      • Doug Washburn
      • Simon Yates
      • Security & Risk Professional
      • Andrew Jaquith
      • Bill Nagel
      • Robert Whiteley
      • Sourcing & Vendor Management Professional
      • Christine Ferrusi Ross
      • Liz Herbert
      • Tim Sheedy
      • Marketing & Strategy
      • Follow all M&S Analysts »
      • Consumer Market Research Professional
      • Reineke Reitsma
      • Consumer Product Strategy Professional
      • Julie Ask
      • Michelle de Lussanet
      • Ian Fogg
      • J.P. Gownder
      • Thomas Husson
      • James McQuivey
      • Mark Mulligan
      • Sarah Rotman Epps
      • Nick Thomas
      • Bobby Tulsiani
      • Doug Williams
      • Customer Experience Professional
      • Angela Beckers
      • Jonathan Browne
    • 21. Getting the most out of
      • Monitor Twitter to find out who is talking about YOU, Your Competitors and Your Clients
      • Be personable BUT don’t say anything you don’t want anyone to hear
      • Share links to your promotional content and other interesting links as well
      • Follow back those who follow you
      • Don’t feel you have to keep up with your Twitter feed and use #hashtags to hone in on interesting discussions
    • 22. A few practical examples
      • http://twitter.com/WayneBreitbarth
      • http://www.wattsteashop.com
      • www.lowballgames.com
    • 23. How to find blogs relevant to your service or campaign
        • Do some initial research
          • Google Blog Search
          • Technorati
        • Traditional Metrics
          • Unique Visitors per Month (Link:blog.whatever.com )
          • RSS Subscribers
          • E-mail Subscribers
    • 24.  
    • 25.  
    • 26. Multimedia File Sharing
      • YouTube = a picture is worth a thousand words and video is worth a thousand pictures
      • www.isitedatacenter.com
      • www.xactedm.com
      • www.alphasource.com
      • Flickr
      • Podcasts
      • RSS Feeds
    • 27. Collaborative Tools =Wikis
      • A website where multiple people can collaborate to create a work together by easily adding to or editing the content of the site
      • Great for globalization, building your company products FAQ’s….
      • Best Example is WIKIPEDIA
        • Human Genome Project never stops growing
    • 28. Creating a Wiki
      • Wikispaces.com “ Free Wikis for Everyone ”
          • Hosts over 3,400,000 members and 1,300,000 wikis
      • Twiki.org (open source)
        • Great for corporate Enterprises (It is a Structured Wiki , typically used to run a project development space, a document management system, a knowledge base, or any other groupware tool, on an intranet, extranet or the Internet)
        • General setting options:
          • Public setting
          • Protected setting
          • Private setting
    • 29. Social Networks =
      • Facebook
        • 300 million people on Facebook and growing
        • Possible audience there?
        • 1.4 million Facebook Pages (distinct from profiles and groups) collecting more than 10 million fans daily
        • Facebook Pages allow Your business to collect “fans”
        • www.facebook.com/starbucks
    • 30. Social Media =
      • Fast Facts:
        • LinkedIn is a very fast-growing professional networking site that allows members to create business contacts, find potential clients or jobs, and collaborate with other qualified individuals to accomplish your goals.
        • 45 million professionals
        • Represented by 170 industries and 200 countries .
    • 31.  
    • 32.  
    • 33. SEO Benefits of Social Media
    • 34. Thank you!
          • Is it worth beginning now?

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