The Evolution of the Web… Web 1.0 Web 2.0 Web 3.0 get noise make noise filter noise• read content • user generated • contextual info• paid content • interactivity/sharing • less clutter• move to digital • connectivity • ads as content• static sites • pull content/free • …TBD…• push content • social networking• eCommerce • streaming audio • streaming video
What is Social Media? Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). social interaction pictures audiotechnology -- build shared meaning -- words video
New Buzz changing the game! “The customer is now a collaborator” “One person can make change – quickly!”“Traditional TV attracts watchers, online video (and sites like Hulu) attracts users” “Forget ‘campaign’ – think ‘content’”
Examples of Social Media Toolsuser generated Podcasting –and monitored production andencyclopedia distribution video sharing/ presentation social networking/ sharing business networkingblogging tools photo sharing social news /microblogging social bookmarking sites
Differs from Traditional Media? …depends on interactions between people as the discussion and integration of words building shared meaning. …it’s not finite… technology is the conduitSource: Wikipedia
For Brand Survival…Traditional Media Social Media Customer Collaborator Talk to Talk with Selling SharingVoice = Company Voice = Citizen More expensiveProf media outlets VS Less expensive User generated content Push marketing Pull marketing Broader market Targeted markets Static content Evolving content Short lived Long life One-sided Multiple opinions
http://bit.ly/ComcastGuy Power of Social Media…
Tips for Gaining Citizen Marketers• Set the tone with 10• Reward them for promoting you (not with/$)• Be VERY transparent – must be authentic! Treat them like Kings & Queens• Provide them with a tool kit – share goals, widgets, discount codes, product samples…• Be attentive to their needs (respond quickly)• Treat them as part of your Team• ALIRT: Ask – Listen – Implement – Respond - Thank
Deepen Brand Relationships Via Social Media • 93% say a company should have presence in social media • 85% say a company Will should use it to interact Work w/them 4 Free! • Almost 60% of Americans interact with a brand on a social media site • 56% feel a stronger connection to brands when Sept 08 use social mediastrategy and communications agency
Why Important?• Monitor your brand and reputation online• Monitor others brands/reputations• Interact with your consumers – Transparency is paramount!• Expand your reach• Track ROI better• Because the Internet is where exchange happens!
Free tools for measuring social media• Technorati (# of links, authority)• Del.icio.us, Digg (quality and type of coverage)• Google Analytics (site statistics)• Flickr (photo views)• Bit.ly (tracking links)• Feedburner (subscribers)• Google Blog Search (what citizens are saying)• Yahoo Pipes (manage RSS)• Compete, Alexa (traffic)• Quantcast (types of users, ratings, demographics)• ….. So many more!
Media Trends• People have the power, not business• Contextualized Internet experience (Web 3.0)• Hyper-target marketing (1-1 marketing)• Interactive viewing experiences (Hulu)• Mobile technologies• Ads as content• Newspapers embracing Citizen Journalists• Gaming and advertising• Quality, not quantity (un-friending) – Dilution of “Like” and “Follow”
Tips for getting your feet wet…F ac e b o o k P ag e fo r yo u r b u s i n e s s T w e e t. I f u s e c o m p an y lo g o as p ro fi le p i c , i n d e s c ri p ti o n m e n ti o n : tw e e ts b y @ i am c aro li n a M U S T h ave a L i n k e d i n p ro fi le C re ate p ro fi le fo r yo u r c o m p an yB lo g ab o u t p as s i o n N O T p ro d u c ts
Why Linkedin?• It’s expected!• Repository for your online resume • Solicit recommendations• Recruit employees, contractors• Get recruited• Positioning (ask/answer questions)• Expand your professional network (3 degrees)• Engage with customers and industry experts• Start and join groups relevant to your industry• Good at Web 3.0 (send news specific to you)• Integrate Twitter, Slideshare, etc…