The Importance of Social Media: Your customers are online – are you? September 16, 2009 | Hilton Hotel, Eugene, OR

The Social Web transforming traditional outreach Caroline Cummings [email_address]

Ubiquitous

The Evolution of the Web… Web 1.0 get noise read content paid content move to digital static sites push content eCommerce Web 2.0 make noise user generated interactivity/sharing connectivity pull content/free social networking streaming audio streaming video Web 3.0 filter noise contextual info less clutter ads as content … TBD…

read content

paid content

move to digital

static sites

push content

eCommerce

user generated

interactivity/sharing

connectivity

pull content/free

social networking

streaming audio

streaming video

contextual info

less clutter

ads as content

… TBD…

What is Social Media? technology -- build shared meaning -- 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 audio video words

Examples of Social Media Tools photo sharing microblogging user generated and monitored encyclopedia social news / social bookmarking sites up-to-date friends/ family activity blogging tools video sharing/ presentation sharing social networking/ business networking

Power of Social Media…

Monitoring online… Monitor Learn Compare Respond www.google.com/alerts

Monitor

Learn

Compare

Respond

New Buzz… “ The customer is now a collaborator.” “ One person can make change – quickly!” “ TV attracts watchers, online video attracts users.” “ Journalism students know more than professors.” “ Anyone CAN become famous now.”

“ The customer is now a collaborator.”

Differs from Traditional Media? Source: Wikipedia … depends on interactions between people as the discussion and integration of words building shared meaning. … it’s not finite… technology is the conduit

For Brand Survival… Traditional Media Social Media VS Customer Collaborator Talk to Talk with Selling Sharing Voice = Company Voice = Citizen More expensive Less expensive Prof media outlets User generated content Push marketing Pull marketing Broader market Targeted markets Static content Evolving content One-sided Multiple opinions Short lived Long life

Citizen Marketers

A New Breed of Marketers Citizen Marketers Customer evangelists who generate media (primarily online) on behalf of products, services, companies, or people who generate inspiration.

Ubiquitous

www.sharethis.com Take this with your wherever you go – and easily share info throughout the Social Web – saves time!!

“ Where can I buy this cool book?” Author responds directly!

Building Your Online Community

1%

Tips for Gaining Citizen Marketers Seed your community with the people who already know/love you (trust is paramount) The first 25 set the tone 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: A sk – L isten – I mplement – R espond - T hank

Seed your community with the people who already know/love you (trust is paramount)

The first 25 set the tone

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: A sk – L isten – I mplement – R espond - T hank

Pull Marketing

A Closer Look… RSS …really simple syndication / rich site summary A way to subscribe to Web sites, and elements of Web sites, that you'd like to receive on an ongoing basis.

RSS …really simple syndication / rich site summary

A way to subscribe to Web sites, and elements of Web sites, that you'd like to receive on an ongoing basis.

Old Way of Getting Info Online… you find it

New Way of Getting Info Online… you subscribe to it

The Process to subscribe… Click once to subscribe to this blog

Choose an RSS Reader

RSS Aggregation

Widgets a mini application that can add functionality to your Web page, blog, social profile etc. Video Embedding Widget

a mini application that can add functionality

to your Web page, blog, social profile etc.

Widgets | make money Google’s AdSense Widget

Why social media is important?

To view this video visit: http://garyvaynerchuk.com/2008/10/08/you-down-with-roiyeah-you-know-me/ http://garyvaynerchuk.com

Deepen Brand Relationships Via Social Media 93% say a company should have presence in social media 85% say a company should use it to interact w/them Almost 60% of Americans interact with a brand on a social media site 56% feel a stronger connection to brands when use social media Will Work 4 Free! strategy and communications agency Sept 08

93% say a company should have presence in social media

85% say a company should use it to interact w/them

Almost 60% of Americans interact with a brand on a social media site

56% feel a stronger connection to brands when use social media

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!

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!

Reach Challenging Markets Men 2x as likely as women Men/Women 18-34 yrs 33% want companies to market to them via social media Wealthiest households 33% want companies to market to them via social media

Men

2x as likely as women

Men/Women 18-34 yrs

33% want companies to market to them via social media

Wealthiest households

33% want companies to market to them via social media

How do I measure it?

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) Feedburner (subscribers) Google Blog Search (what citizens are saying) Yahoo Pipes (manage RSS) Compete , Alexa (traffic) Quantcast (types of users, ratings, demographics)

Technorati (# of links, authority)

Del.icio.us, Digg (quality and type of coverage)

Google Analytics (site statistics)

Flickr (photo views)

Feedburner (subscribers)

Google Blog Search (what citizens are saying)

Yahoo Pipes (manage RSS)

Compete , Alexa (traffic)

Quantcast (types of users, ratings, demographics)

Staying Connected

Staying Connected to Me… twitter.com/iamcarolina facebook.com/carolinecummings linkedin.com/in/carolinecummings carolinecummings.wordpress.com Things that make ya go hmmm slideshare.net/carolinec

Trends…

Media Trends People have the power, not business Hyper-target marketing (1-1 marketing) IPTV (Internet Protocol Television) Mobile technologies Ads as content Newspapers embracing Citizen Journalists Gaming and advertising Contextualized Internet experience (Web 3.0)

People have the power, not business

Hyper-target marketing (1-1 marketing)

IPTV (Internet Protocol Television)

Mobile technologies

Ads as content

Newspapers embracing Citizen Journalists

Gaming and advertising

Contextualized Internet experience (Web 3.0)

Recommendations

Book recommendations… positioning, message delivery and reputation management are in the hands of the people - where anyone can be a publisher or broadcaster. how to unleash the power of crowds in your business… the viral nature of social media and how it’s changing the way people form groups and exist within them. B. McConnell, J. Huba C. Shirky B. Libert, J. Spector

Make a Plan!

Getting Your Feet Wet

www.socialmedia-bootmcamp.com

Thank You! questions & answers Caroline Cummings [email_address] socialmedia-bootcamp.com