Intro to social media day 1 09-11
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Intro to social media day 1 09-11

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Updated course for Fall 2011

Updated course for Fall 2011

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  • What’s in it for the Advocate?

Intro to social media day 1 09-11 Intro to social media day 1 09-11 Presentation Transcript

  • By Chris Kieff
    Intro to Social Media Day 1
  • 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.
    • Content
    • Opinions
    • Reviews
    • Insights
    • Experiences
    • Perspectives
    • Media
    • Interaction & Dialog
    3
    Image: The Conversation Prism by Brian Solis
  • 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.
  • Social Media Sites
    • Facebook has remained the predominate social media site of choice
    • The growth of Twitter and Facebook has remained relatively unchanged over the last year
    Top Social Media Sites
    How Often People Visits Social Sites
    Male
    Female
    18-34
    35-54
    55+
    FacebookYouTubeTwitterLinkedIn
  • Significant SM Factors
    • 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.
    Stalk them:
    • 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...)
    • Repeat their messages on Services (RT)
    Schmooze them:
    • Pitch your story with references to their earlier work
  • Buzz Word Bingo
    Transparency
    Authenticity
    Engagement
    AstroTurf
    Flogging
  • Lab Time
    Joining Facebook (if necessary)
    Joining the class Facebook Group