Building Community
via Social Media
JUNE 16, 2010
EVOLUTION
                           of the web
ANTHOLOGYMARKETING.COM
WEB 1.0
         (1990’s)

 The Internet as
“brochure-ware.”

      Static content
Limited interactivity
    User as viewe...
WEB 1.5
                                                          (early-mid 2000’s)


                                   ...
WEB 2.x
             (Now)

The Internet as a
 “cocktail party.”

Dynamic experiences
      User as content
         produ...
Photo: http://www.flickr.com/photos/8773698@N03/3479072735/




        Social?




3 out of 4 Americans use social techno...
Photo: http://www.flickr.com/photos/tonx/21020544




More people visit social networks than check email.
          -- Nie...
127 million Americans will use a social network
   at least once a month in 2010.                          -- eMarketer, M...
2/3 of the world’s population
   visit social networks.                                  -- Nielsen, March 2009




      ...
50,000,000 tweets per day!
 ANTHOLOGYMARKETING.COM
   -- TechCrunch, February 2010
Social media is an umbrella term
       covering web-based tools and technologies that
       “support the democratization...
ANTHOLOGYMARKETING.COM

                         Source: The Conversation Prism (Brian Solis & JESS3)
Social Networks




                                                   Business networking
    Publishes to an          La...
Micro-blogging

• Short, quick content
• Variety of delivery
  methods (mobile,
  web, etc.)
• Unites people quickly
• Pla...
Blogging

           • Highly consumable
             content
           • Written to be easy to
             read and und...
Location-based applications

• Based on mobile GPS
  location technology
• Allows users to
  “check-in” and share
  where ...
The traditional consumer sales funnel




ANTHOLOGYMARKETING.COM

                                  Source: The Traditiona...
The consumer landscape is changing




ANTHOLOGYMARKETING.COM

                            Source: The Consumer Decision J...
1. Customer Service

• Be proactive and
  monitor your brand so
  small issues don’t
  become
  BIG ISSUES
• Problem resol...
2. Public Relations

• Putting personal faces
  and names to an
  impersonal brand
• Share brand
  personality
• If networ...
3. Collaboration



• Facilitates
  conversation and
  encourages strong
  community bonds
• The larger the
  community wi...
4. Thought Leadership


                          • If your company has a
                            strong individual
  ...
5. Issue Advocacy

                          • Power to connect
                            people of similar
            ...
6. Lead Generation


                            • 61% of marketers are
                              implementing social
...
SOCIAL MEDIA
                           FOOTPRINT
                            HOK Network
ANTHOLOGYMARKETING.COM
LinkedIn     Blog


Twitter      Facebook


YouTube      Flickr



SlideShare   Corporate website
Photo: http://www.flickr.com/photos/dagoaty/4301078127/




Measuring success
ANTHOLOGYMARKETING.COM
Social Analytics

Basic Tools (free)       Advanced Tools (paid)
•    TwitterSearch.com   • Detailed reporting on:
•    So...
Advanced Social Analytics – brand mentions




ANTHOLOGYMARKETING.COM
Advanced Social Analytics – geo-location data




ANTHOLOGYMARKETING.COM
Advanced Social Analytics – emotional tone




ANTHOLOGYMARKETING.COM
Photo: http://www.flickr.com/photos/pinksherbet/3457313954/




Jump on. Play nicely with others.
 ANTHOLOGYMARKETING.COM
Photo: http://www.flickr.com/photos/anyalogic/2315310261




Listen. Engage in conversation.
 ANTHOLOGYMARKETING.COM
Photo: http://www.flickr.com/photos/wscullin/3770015203/




Define your social media strategy.
 ANTHOLOGYMARKETING.COM
Photo: http://www.flickr.com/photos/josephpetepickle/3656752841




Hope is not a strategy.
 ANTHOLOGYMARKETING.COM
It’s time to break some new ground!




 ANTHOLOGYMARKETING.COM
LORI LUM
   Twitter: @ChunLum
   Email:   lori.lum@anthologymarketing.com

   THANK YOU. QUESTIONS?


ANTHOLOGYMARKETING.C...
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Building Community via Social Media

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Transcript of "Building Community via Social Media"

  1. 1. Building Community via Social Media JUNE 16, 2010
  2. 2. EVOLUTION of the web ANTHOLOGYMARKETING.COM
  3. 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. 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. 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. 6. Photo: http://www.flickr.com/photos/8773698@N03/3479072735/ Social? 3 out of 4 Americans use social technology. -- Forrester ’09 ANTHOLOGYMARKETING.COM
  7. 7. Photo: http://www.flickr.com/photos/tonx/21020544 More people visit social networks than check email. -- Nielsen, April 2010 ANTHOLOGYMARKETING.COM
  8. 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. 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. 10. 50,000,000 tweets per day! ANTHOLOGYMARKETING.COM -- TechCrunch, February 2010
  11. 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. 12. ANTHOLOGYMARKETING.COM Source: The Conversation Prism (Brian Solis & JESS3)
  13. 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. 14. Micro-blogging • Short, quick content • Variety of delivery methods (mobile, web, etc.) • Unites people quickly • Plays (relatively) well with others ANTHOLOGYMARKETING.COM
  15. 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. 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. 17. The traditional consumer sales funnel ANTHOLOGYMARKETING.COM Source: The Traditional Funnel (McKinsey Quarterly)
  18. 18. The consumer landscape is changing ANTHOLOGYMARKETING.COM Source: The Consumer Decision Journey (McKinsey Quarterly)
  19. 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. 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. 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. 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. 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. 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
  25. 25. SOCIAL MEDIA FOOTPRINT HOK Network ANTHOLOGYMARKETING.COM
  26. 26. LinkedIn Blog Twitter Facebook YouTube Flickr SlideShare Corporate website
  27. 27. Photo: http://www.flickr.com/photos/dagoaty/4301078127/ Measuring success ANTHOLOGYMARKETING.COM
  28. 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. 29. Advanced Social Analytics – brand mentions ANTHOLOGYMARKETING.COM
  30. 30. Advanced Social Analytics – geo-location data ANTHOLOGYMARKETING.COM
  31. 31. Advanced Social Analytics – emotional tone ANTHOLOGYMARKETING.COM
  32. 32. Photo: http://www.flickr.com/photos/pinksherbet/3457313954/ Jump on. Play nicely with others. ANTHOLOGYMARKETING.COM
  33. 33. Photo: http://www.flickr.com/photos/anyalogic/2315310261 Listen. Engage in conversation. ANTHOLOGYMARKETING.COM
  34. 34. Photo: http://www.flickr.com/photos/wscullin/3770015203/ Define your social media strategy. ANTHOLOGYMARKETING.COM
  35. 35. Photo: http://www.flickr.com/photos/josephpetepickle/3656752841 Hope is not a strategy. ANTHOLOGYMARKETING.COM
  36. 36. It’s time to break some new ground! ANTHOLOGYMARKETING.COM
  37. 37. LORI LUM Twitter: @ChunLum Email: lori.lum@anthologymarketing.com THANK YOU. QUESTIONS? ANTHOLOGYMARKETING.COM

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