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Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
Social Media For Business, Can It Work?
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Social Media For Business, Can It Work?

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The presentation was delivered November 13, 2009 by Marlena Reed and Sharon Goldmacher of Atlanta based marketing firm communications 21 to the National Credit Reporting Association.

The presentation was delivered November 13, 2009 by Marlena Reed and Sharon Goldmacher of Atlanta based marketing firm communications 21 to the National Credit Reporting Association.

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  • Engage by asking questions of the audience
  • Specific metrics - Grow fans to X-number within X-timeframeEngage fans/followers/subscribers through conversation, promotions, surveys, polling, etc.
  • Transcript

    • 1. Social Media for Business
    • 2. What is Web 2.0?
      It is a design philosophy, it is not any one application
      Perceived second generation of web development that facilitates communication, secure information sharing and collaboration on the World Wide Web.
      Led to the development and evolution of web based communities, hosted services, and applications such as social networking, video sharing sites, wikis, blogs, etc.
    • 3. Conversation Prism
    • 4. Social Media Platforms
      Blogs
      Facebook
      LinkedIn/Plaxo
      Ning
      RSS
      Twitter
      Wikis
    • 5. What is Social Media?
      Some say “social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is a surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist
    • 6. Social Media Defined
      Social media is an umbrella term that:
      Defines the various activities that integrate technology, social interaction and the construction of words, images and audio
      Communication has shifted from one to many – or one-way broadcasting to a true dialogue and conversation (many to many)
      People have transformed from content consumers into content producers
      Interactions can include chat, e-mail, video, file sharing, blogging and discussion groups
      Information sharing is immediate and viral
    • 7. Social Media Use
      According to Cone’s 2008 Business in Social Media Study:
      60% of Americans are using social media
      Of those, 59% are interacting with companies online
      93% of social media users believe companies should have a social media presence
      eMarketer expects the number of U.S. adults using social media to grow to more than 76% this year
      Think of it as a gazillion conversations happening online 24/7
    • 8. It’s Here to Stay
    • 9. It’s Global
    • 10. Mind Blowing Stats
      3,000,000
      • The average number of Tweets per day on Twitter.
      100,000,000
      • The number of YouTube videos viewed per day.
      1,000,000,000
      • The amount of content shared each week on Facebook.
      3,600,000,000
      • The number of photos archived on Flickr (6/09).
      5,000,000,000
      • The number of minutes spent on Facebook each day.
    • Why Use Social Media?
      3 out of 4 Americans use social technology – Forrester, The Growth of Social Technology Adoptions, 2008
      2/3 of the global internet population visit social networks – Nielsen, Global Faces & Networked Places, 2009
      Visiting social sites is now the 4th most popular online activity – ahead of personal e-mail – Nielsen, Global Faces & Networked Places, 2009
      If Facebook were a country, it would be the 4th largest – between the U.S. and Indonesia – Podcasting News, 2009
      In 2010, Gen Y will outnumber Baby Boomers, and 96% have joined social networks
    • 11. Social Media Can Impact Business
      Public relations
      Customer service
      Loyalty building
      Collaboration
      Networking
      Thought leadership
      Customer acquisition too
    • 12. Evolving Communication
    • 13. Social Media Spending Up
    • 14. Measurement
    • 15. Insights
      Source: MarketingSherpa Social Media Marketing & PR Benchmark Guide 2009
    • 16. Social Media Platforms
      Blogs
      Facebook
      LinkedIn/Plaxo
      Ning
      RSS
      Twitter
      Wikis
    • 17. Blog
      What it is:
      An online journal, short for “Web log”
      Can be open to comments or closed
      Can be customized with widgets and link to corporate Web sites and/or social media
      Why it’s important:
      77% of all Internet users read blogs
      Almost half (45%) of all Internet users have started their own blogs
      36% of Internet users think more positively about companies that use blogs
      32% of Internet users trust bloggers' opinions on products and services (Source: PRNews, March 2008)
      Frequent blog posts can increase search engine rankings
    • 18. Blog
      Technorati is a leading blog aggregator and search engine
    • 19. Facebook
      What it is:
      The largest social networking site, with more than 122M unique visits, June 2009
      Users create a profile and share photos, videos, events, messages and more
      Why it’s important:
      300M active users
      Global visitors spend 8 billion minutes on the site each day
      Fastest growing segment is 35 years old+
      Drives added traffic to corporate site
      Frequent changes improve search engine optimization
    • 20. Elements of Facebook
      Pages
      Groups
      Security Settings
      X
      User Profile
      X
      Applications
    • 21. Facebook
      Personal Profile vs. Business Page:
      • Create a Personal Profile first, then create a Business Page that you administer
      Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)
      Business Pages offer rich customization/integration tools:
      • Analytics
      • 22. Integrated advertising
      • 23. Can be extended with custom 3rd party Applications
      Profiles are for people, not companies
    • 24. LinkedIn
      What it is:
      Social networking platform for business professionals & executives
      More than 43 million members worldwide
      Why it’s important:
      Content updates improve SEO
      Business organizations benefit from their employees’ professional connections
      Form connections at a professional level vs. solely personal level
      Position SMEs as thought leaders by creating or joining appropriate groups
    • 25. Plaxo
      What it is:
      Platform that offers a mix of professional and personal connections; a “hybrid” social network
      Why it’s important:
      Content updates improve SEO
      Gain a deeper understanding of your customers’ online lives through rich sharing among users (blogs, Twitter, Flickr, etc)
    • 26. Ning
      What it is:
      Allows users to join and create new social networks for their interests and passions
      Enables brands to develop their own unique social network that integrates with other Web 2.0 platforms
      Why It’s Important:
      Listening and research opportunities among your most engaged customers and/or prospects
    • 27. Ning
      More than 3,300 social media networks dedicated to national credit reporting are registered on ning.com
    • 28. Twitter
      What it is:
      A microblogging platform that allows users to post short, 140-character updates
      Why it’s important:
      Twitter had 23.5 million unique visitors in August 2009 (Source: Compete.com)
      Marketers can create a community of followers to which they push information while developing a corporate personality
      Follow, Retweet, Respond, DM
    • 29. Twitter
      Tweets are permanent (cannot be deleted)
      The content is so easily digestible that users can follow hundreds of micro-bloggers
      Like other social media, the proof is in more nebulous measures
      Number of followers
      Re-tweets
      Changes in opt-in rates or visits
      Provides a window into a company’s culture, personality
      Improves SEO by using keywords in posts
    • 30. RSS
      What it is:
      Real Simple Syndication
      Provides “feeds” of full or summarized text of new Web content
      Why it’s important:
      Allows you to easily push information to your consumers on their terms
      Allows readers to subscribe to timely updates from favored Web sites or to aggregate feeds from many sites into one place
      Content can be delivered to multiple platforms
      Web-based, desktop-based, mobile
      RSS Symbol
      RSS Symbol
    • 31. RSS
      Google Reader
      Feedreader.com, an easy-to-use feed aggregator
    • 32. Wiki
      13 million articles on Wikipedia
      What it is:
      Sites that support multiple contributors with a shared responsibility for creating and maintaining content (Groundswell)
      Why it’s important:
      Corporate-developed Wikis educate/engage customers on specific topics most important to them
      Public Wikipedia pages can appear in the top few results on Web searches based on frequent changes
      Contributors discuss content and issues in “talk pages” associated with each Wiki
    • 33. How Do You Begin?
    • 34. Know Your Audiences
      Forrester's Social Technographics® defines six types of social media consumers:
      Among U.S. men & women, ages 18-55:
      73% - Spectators
      51% - Joiners
      37% - Critics
      24% - Creators
      21% - Collectors
      18% - Inactives
      • Creators make social content go. They write blogs, upload music, video or text
      • 35. Critics respond to content from others
      • 36. Collectors organize content for themselves and others using RSS feeds, tags, etc.
      • 37. Joiners connect in social networks like Facebook
      • 38. Spectators consume content, including blogs, podcasts, user-generated video, forums, etc.
      • 39. Inactives neither create or consumer social content of any kind
      Source: Forrester.com
    • 40. Start by Listening
      Connect
      Influence
      Listen
      SparkConversations:
      Share the stories behind the work and help educate others:
      Tag Community content
      Upload shareable content: videos/photos/ podcasts
      Create Opportunities:
      Trial small events of interest and invite the community
      Engage Conversations:
      Analyze the mood and drivers behind the conversation
      Participate in the Activity:
      Attend and join in other people’s events and happenings
      Monitor Conversations:
      Blog monitoring
      Tag watching
      Conversation tracking
      Create an Individual Presence:
      Join the communities to learn who’s out there
    • 41. Twitter Tools
      Twitter Search:
      Real-time search of keywords and topics being discussed
      Links to Twitter profile pages (@abc123)
      TweetFeel:
      Track the positive/negative sentiment associated with keyword mentions
      Links to Twitter profile pages
      TweetDeck:
      Program that facilitates remote updating and feed management from desktop or iPhone
    • 42. So, What Do You Do?
      Define your company’s social media strategy
      Think in conversations not campaigns
      Ask for help if you need it
    • 43. Really, What Do You Do?
      Social media should be part of a marketing PR strategy. Social media…
      Is not a panacea
      Must be authentic
      Must be consistent/frequent for maximum success
      Determine who should own social media?
      If possible, integrate it across marketing, sales, PR and even HR
      Establish specific metrics
      Measure # of conversations and quality, not sheer fan volume
    • 44. The Avenue Affordable Luxuries
      Goals
      Grow Facebook fans to 1,000
      Engage a new community of shoppers
      Gain feedback on The Avenue brand
      Tactics
      Leveraged Affordable Luxuries advertising campaign to create a promotion for ShopTheAvenue Facebook page
    • 45. The Avenue Affordable Luxuries
      Tactics
      Developed valuable prize package
      Created easy to enter contest – join, take an action
      Promoted contest via online and traditional marketing PR
      Press releases, e-mails to more than 60,000 recipients, event listings, listed on corporate Web site, advertising and onsite signage
      Results
      Grew fans from 65 to 1,300 in 3 weeks
      Fans posted ~100 photos/200 comments on deals
      95+ unsolicited, positive comments about the brand
      Reached a new audience of shoppers
      70% of fans were not e-mail recipients
      Media coverage value totaled $19,500 – more than twice the project budget – and resulted in 339,000 media impressions
      Social media results helped to secure a new tenant for The Avenue
    • 46. United Linen
      Oklahoma-based SMB
      Uniform and linen services for the hospitality and healthcare industries
      Family-owned, founded in 1936
      Social media goals
      Lead generation
      Customer retention
    • 47. United Linen
      Tactics:
      Blog (must-see napkin folding demos)
      Facebook
      Flickr
      Twitter
      YouTube
    • 48. United Linen
      Results:
      Major business-media buzz
      National coverage for a regional small business is invaluable
      Enhanced customer service
      Twitter used to update customers during bad weather
      Building new business relationships
      Reaching new audiences
    • 49. Dive In
      Determine the tools to use
      Adapt traditional metrics
      Set sights on low-hanging fruit
      Set employee policies
      Set expectations for behavior, educate your team, keep rules simple /focus on transparency
      Interactive agencies can help to draft policies for HR review
      Track the impact on other channels
      Web traffic, media coverage, sales
      Be flexible to change tactics with new technology
    • 50. Don’t Be Anti-Social
    • 51. Contact Us
      c21i is c21’s dedicated interactive practice area, specializing in social media, e-mail marketing, pay-per-click advertising and interactive marketing services.
      Sharon Goldmacher, President & CEOMarlena Reed, VP, Interactive Services
      (404) 814-1330
      sgoldmacher@c21pr.commreed@c21pr.comhttp://cwordblog.wordpress.com/
      www.facebook.com/c21pr

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