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Building Community via Social Media
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Building Community via Social Media

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  • 1. Building Community via Social Media JUNE 16, 2010
  • 3. WEB 1.0 (1990’s) The Internet as “brochure-ware.” Static content Limited interactivity User as viewer Interaction by email ANTHOLOGYMARKETING.COM Photo: http://www.dkimages.com/discover/previews/1215/10420539.JPG
  • 4. WEB 1.5 (early-mid 2000’s) The Internet as a “store.” Expanded content Focus on transactions User as consumer Interaction by forms ANTHOLOGYMARKETING.COM Photo: http://www.flickr.com/photos/kitpfish/1245277768
  • 5. WEB 2.x (Now) The Internet as a “cocktail party.” Dynamic experiences User as content producer Interaction thru conversation ANTHOLOGYMARKETING.COM Photo: http://www.flickr.com/photos/28143834@N00/3504870716
  • 6. Photo: http://www.flickr.com/photos/8773698@N03/3479072735/ Social? 3 out of 4 Americans use social technology. -- Forrester ’09 ANTHOLOGYMARKETING.COM
  • 7. Photo: http://www.flickr.com/photos/tonx/21020544 More people visit social networks than check email. -- Nielsen, April 2010 ANTHOLOGYMARKETING.COM
  • 8. 127 million Americans will use a social network at least once a month in 2010. -- eMarketer, March 2010 ANTHOLOGYMARKETING.COM Photo: http://www.flickr.com/photos/generated/1545620972
  • 9. 2/3 of the world’s population visit social networks. -- Nielsen, March 2009 ANTHOLOGYMARKETING.COM Photo: http://www.flickr.com/photos/generated/1545620972
  • 10. 50,000,000 tweets per day! ANTHOLOGYMARKETING.COM -- TechCrunch, February 2010
  • 11. Social media is an umbrella term covering web-based tools and technologies that “support the democratization of knowledge and information and transform people from content consumers to content producers.” ANTHOLOGYMARKETING.COM Photo: http://www.flickr.com/photos/pinksherbet/470091904
  • 12. ANTHOLOGYMARKETING.COM Source: The Conversation Prism (Brian Solis & JESS3)
  • 13. Social Networks Business networking Publishes to an Largest network OPEN network Looking for jobs, Connect by invite, company info, Searchable CLOSED network business advice More immediate and Share info, pictures, Older, more affluent time sensitive events, gameplay users Virtual “cocktail party” Less time sensitive Digital “rolodex” ANTHOLOGYMARKETING.COM
  • 14. Micro-blogging • Short, quick content • Variety of delivery methods (mobile, web, etc.) • Unites people quickly • Plays (relatively) well with others ANTHOLOGYMARKETING.COM
  • 15. Blogging • Highly consumable content • Written to be easy to read and understand • Conversational tone • Allows for comments discussion, sharing, linking • Great for search engine registration
  • 16. Location-based applications • Based on mobile GPS location technology • Allows users to “check-in” and share where they are • Integrated gameplay aspects ANTHOLOGYMARKETING.COM
  • 17. The traditional consumer sales funnel ANTHOLOGYMARKETING.COM Source: The Traditional Funnel (McKinsey Quarterly)
  • 18. The consumer landscape is changing ANTHOLOGYMARKETING.COM Source: The Consumer Decision Journey (McKinsey Quarterly)
  • 19. 1. Customer Service • Be proactive and monitor your brand so small issues don’t become BIG ISSUES • Problem resolution = positive brand image • Respond quickly and transparently • @ComcastCares @SouthwestAir @ATTnews Photo: http://www.flickr.com/photos/consulatdelaboirie/3544172549
  • 20. 2. Public Relations • Putting personal faces and names to an impersonal brand • Share brand personality • If networks turn into friends, brand loyalty can be sustained • @Zappos @BigCityDiner @FarmersHawaii (formerly @AIGHawaii) ANTHOLOGYMARKETING.COM Photo: http://www.flickr.com/photos/gsfc/3726614425
  • 21. 3. Collaboration • Facilitates conversation and encourages strong community bonds • The larger the community with greater authenticity, the stronger the response • @Twestival @TwelpForce ANTHOLOGYMARKETING.COM Photo: http://www.flickr.com/photos/donabelandewen/2444751812
  • 22. 4. Thought Leadership • If your company has a strong individual personality, allow them to be themselves to build brand personality • Thought leadership can create opportunities for lead generation • @Mashable @GuyKawasaki ANTHOLOGYMARKETING.COM Photo: http://www.flickr.com/photos/thejointstaff/4407184222
  • 23. 5. Issue Advocacy • Power to connect people of similar interests and passions • If your brand represents issues people care about, the word via social media. • Partner with existing efforts to reach new markets • @KanuHawaii @HokuleaWWV ANTHOLOGYMARKETING.COM Photo: http://www.flickr.com/photos/kanuhawaii/4671375286
  • 24. 6. Lead Generation • 61% of marketers are implementing social media strategies for lead generation purposes • 2/3 of the economy is influenced by personal recommendations • Angie’s List @DellOutlet @MarriottHawaii ANTHOLOGYMARKETING.COM Photo: http://www.flickr.com/photos/bamboo-adventure/3530133273
  • 26. LinkedIn Blog Twitter Facebook YouTube Flickr SlideShare Corporate website
  • 27. Photo: http://www.flickr.com/photos/dagoaty/4301078127/ Measuring success ANTHOLOGYMARKETING.COM
  • 28. Social Analytics Basic Tools (free) Advanced Tools (paid) • TwitterSearch.com • Detailed reporting on: • SocialMention.com – Brand mentions, frequency, and lift • AddictOMatic.com – Sources, blogs, forums, etc • Twazzup.com – Influencers • Scoopler.com – Geo-location data • Google.com/alerts – Positive or negative tones • Custom executive summaries on progress and recommendations ANTHOLOGYMARKETING.COM
  • 29. Advanced Social Analytics – brand mentions ANTHOLOGYMARKETING.COM
  • 30. Advanced Social Analytics – geo-location data ANTHOLOGYMARKETING.COM
  • 31. Advanced Social Analytics – emotional tone ANTHOLOGYMARKETING.COM
  • 32. Photo: http://www.flickr.com/photos/pinksherbet/3457313954/ Jump on. Play nicely with others. ANTHOLOGYMARKETING.COM
  • 33. Photo: http://www.flickr.com/photos/anyalogic/2315310261 Listen. Engage in conversation. ANTHOLOGYMARKETING.COM
  • 34. Photo: http://www.flickr.com/photos/wscullin/3770015203/ Define your social media strategy. ANTHOLOGYMARKETING.COM
  • 35. Photo: http://www.flickr.com/photos/josephpetepickle/3656752841 Hope is not a strategy. ANTHOLOGYMARKETING.COM
  • 36. It’s time to break some new ground! ANTHOLOGYMARKETING.COM
  • 37. LORI LUM Twitter: @ChunLum Email: lori.lum@anthologymarketing.com THANK YOU. QUESTIONS? ANTHOLOGYMARKETING.COM