Caroline Cummings’ Social Media Presentation
July 9, 2009 | Hilton Hotel, Eugene, OR

The Social Web
transforming traditional outreach
Caroline Cummings
carolineineugene@gmail.com

Ubiquitous

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?
The use of electronic tools
for the purpose of sharing
and discussing information
and experiences with
others…
social interaction pictures
audio
technology
-- build shared meaning --
words video

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

Power of Social Media…

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

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.”

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
conduit
Source: Wikipedia

For Brand Survival…
Traditional Media Social Media
Customer Collaborator
Talk to Talk with
Selling Sharing
Voice = Company Voice = Citizen
More expensive
Prof 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

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
• Provide “Community Operating Agreement”
• 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
• Ask – Listen – Respond – Implement - Thank

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.

Old Way of Getting Info Online…
d it
yo u f in

New Way of Getting Info Online…
i be to it
subscr
you

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

Widgets | make money
Google’s AdSense Widget

Why social
media is
important?

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

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
use social media
Sept 08
strategy 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!

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

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)

Staying
Connected

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

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)

Recommendations

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

Make a Plan!

Getting Your Feet Wet

socialmedia-bootcamp.com
Thank You!
questions & answers
Caroline Cummings
carolineineugene@gmail.com