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

Published in: Education, Technology, Business
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  • What’s in it for the Advocate?
  • Transcript

    • 1. By Chris Kieff
      Intro to Social Media Day 1
    • 2. 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
    • 3. 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.
      3
      Image: The Conversation Prism by Brian Solis
    • 11.
    • 12. Why Do You Care about SM?
      Eyeballs
      Access
      Results
      5
    • 13. 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
    • 14. 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
    • 15. 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.
    • 16. Social Media Sites
      • Facebook has remained the predominate social media site of choice
      • 17. 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
    • 18. 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.
      • 19. 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
    • 20. The Goal of Social Marketing
      To identify advocates in social media.
      Engage and build relationships with them.
      Enable them to spread your message virally.
    • 21. 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
    • 22. 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
    • 23. 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
    • 24. 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
    • 25. 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
    • 26. 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
    • 27. 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
      • 28. Recommend their articles publicly (Twitter, LinkedIn...)
      • 29. 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
    • 30. Lab Time
      Joining Facebook (if necessary)
      Joining the class Facebook Group

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