Day 1 Agenda What is Social Media and why do you care about it? General SM Overview Major SM site Overview The Goal of Social Media Marketing Best Practices SM Site SWOT Influencers Buzz Word Bingo
What is Social Media? A social network is a web-based service that provides ways for users to interact, such as file sharing, blogging, and discussion groups, to build communities of people who have common interests. Reference: Wikipedia.
Why Do You Care about SM? Eyeballs Access Results 5
Who and How Often? Age of SM users 2008 & 2010 #1 23-35 y.o. #2 36-49 y.o. 62% of users are older than 35 About 50% of women and 40% of men use some form of social media- weekly SOURCE: Pew Research Center Internet & American Life Social Network Site Survey
How and How Often? Internet users in the United States spend 906 million hours visiting social media sites including social networks and blogs - PER MONTH
Major Social Site Overview LinkedIn only 18+ of the major social networks in US. LinkedIn, YouTube & Flickr are only male dominated social networks in US.
Facebook surpassed Google to become the single most visited website for the week ending 3/13/10. Facebook's traffic was up 185% YoY.
Facebook was the third most-visited destination of Internet users over 65, following Google and Windows Media Player, according to a November survey conducted by The Nielsen Company.
Quasi-Social Networks YouTube Huge traffic- tiny community, little interaction Amazon, eBay, Yelp Huge traffic- small community, questionable motives Wikipedia Huge traffic- tiny community of participants
The Goal of Social Marketing To identify advocates in social media. Engage and build relationships with them. Enable them to spread your message virally.
Social Media Best Practices General Best Practices Be where the customer is- don't ask them to come to you Cross Link all Social Platforms Include links in all marketing collateral, email, web Interaction is key- reward it = RESPOND Dialog vs. Monologue Interesting and inventive Regular Updates (weekly min.) Personality Moderating - limited Don't just publish PR Vanity URLs & shorteners
SWOT Strengths: characteristics of the business or team that give it an advantage over others in the industry. Weaknesses: are characteristics that place the firm at a disadvantage relative to others. Opportunities: externalchances to make greater sales or profits in the environment. Threats: externalelements in the environment that could cause trouble for the business. Definitions from Wikipedia
Facebook SWOT Strengths- Huge 700MM+ Advertising targeted by demographic Frequent Visits Time on site Weaknesses- Privacy concerns Mobil updates Scams/shams/viruses Restrictive towards businesses Opportunities- Viral amplification of your messages “Like/Recommend” buttons, on your websites Customer Service on FB Threats- Changing rules with little or no warning Possible legal or other restrictions in the future Viral bad news
LinkedIn SWOT Strengths- Largest Business Only Site Allows you to download a list of emails Robust company searches Recommendations Weaknesses- Low activity for many members Lots & lots of recruiters Poor C-suite connections Buggy Opportunities- Good active groups Q&A (weaker) Company pages Threats- Facebook’s Q&A Twitters reach Quora.com
Strengths- High influencer and press membership Searchable Open Weaknesses- Evaporating media High volume, noisy Difficult to get noticed Spam Low stickiness Low new user retention Opportunities- Connecting with thought leaders Influencers, and journalists Threats- Spam Google/Facebook technologies Evaporating media ADD Twitter SWOT
Strengths- Huge Second largest search engine, Branded business channels Excellent for posting your videos to use elsewhere Weaknesses- Low community Low interactivity Opportunities- Good videos can go “viral” Video is growing Video is excellent for selling explaining and training Threats- Google owns it Blip.tv, Dailymotion, metacafe, brigthcove… User’s Bandwidth Advertising YouTube SWOT
Influencers & SM Identify influencers – Google, Technorati, AllTop
A Listers get ideas from B Listers.
Follow on Twitter, friend on Facebook & MySpace, link to on LinkedIn- Go where they are.
Not all at once, over a week or two
Look for pitching instructions! Don't follow them
Suck up to them:
Read their blogs/articles and post comments
Recommend their articles publicly (Twitter, LinkedIn...)