Intro to social media day 1 09-11


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  • What’s in it for the Advocate?
  • Intro to social media day 1 09-11

    1. 1. By Chris Kieff<br />Intro to Social Media Day 1<br />
    2. 2. Day 1 Agenda<br />What is Social Media and why do you care about it?<br />General SM Overview<br />Major SM site Overview<br />The Goal of Social Media Marketing<br />Best Practices<br />SM Site SWOT<br />Influencers<br />Buzz Word Bingo<br />
    3. 3. What is Social Media?<br />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.<br /><ul><li>Content
    4. 4. Opinions
    5. 5. Reviews
    6. 6. Insights
    7. 7. Experiences
    8. 8. Perspectives
    9. 9. Media
    10. 10. Interaction & Dialog</li></ul>3<br />Image: The Conversation Prism by Brian Solis<br />
    11. 11.
    12. 12. Why Do You Care about SM?<br />Eyeballs<br />Access<br />Results<br />5<br />
    13. 13. Who and How Often?<br />Age of SM users 2008 & 2010<br />#1 23-35 y.o.<br />#2 36-49 y.o.<br />62% of users are older than 35<br />About 50% of women and 40% of men use some form of social media- weekly<br />SOURCE: Pew Research Center Internet & American Life Social Network Site Survey<br />
    14. 14. How and How Often?<br />Internet users in the United States spend 906 million hours visiting social media sites including social networks and blogs - PER MONTH<br />
    15. 15. Major Social Site Overview<br />LinkedIn only 18+ of the major social networks in US.<br />LinkedIn, YouTube & Flickr are only male dominated social networks in US.<br />
    16. 16. Social Media Sites<br /><ul><li>Facebook has remained the predominate social media site of choice
    17. 17. The growth of Twitter and Facebook has remained relatively unchanged over the last year</li></ul>Top Social Media Sites<br />How Often People Visits Social Sites<br />Male<br />Female<br />18-34<br />35-54<br />55+<br />FacebookYouTubeTwitterLinkedIn<br />
    18. 18. Significant SM Factors <br /><ul><li>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. 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.</li></li></ul><li>Quasi-Social Networks<br />YouTube<br />Huge traffic- tiny community, little interaction<br />Amazon, eBay, Yelp<br />Huge traffic- small community, questionable motives<br />Wikipedia<br />Huge traffic- tiny community of participants<br />
    20. 20. The Goal of Social Marketing<br />To identify advocates in social media.<br />Engage and build relationships with them. <br />Enable them to spread your message virally.<br />
    21. 21. Social Media Best Practices<br />General Best Practices<br />Be where the customer is- don't ask them to come to you<br />Cross Link all Social Platforms<br />Include links in all marketing collateral, email, web<br />Interaction is key- reward it = RESPOND<br />Dialog vs. Monologue<br />Interesting and inventive<br />Regular Updates (weekly min.)<br />Personality<br />Moderating - limited<br />Don't just publish PR<br />Vanity URLs & shorteners<br />
    22. 22. SWOT<br />Strengths: <br />characteristics of the business or team that give it an advantage over others in the industry.<br />Weaknesses: <br />are characteristics that place the firm at a disadvantage relative to others.<br />Opportunities: <br />externalchances to make greater sales or profits in the environment.<br />Threats: <br />externalelements in the environment that could cause trouble for the business.<br />Definitions from Wikipedia<br />
    23. 23. Facebook SWOT<br />Strengths- <br />Huge 700MM+<br />Advertising targeted by demographic<br />Frequent Visits<br />Time on site<br />Weaknesses- <br />Privacy concerns<br />Mobil updates<br />Scams/shams/viruses <br />Restrictive towards businesses<br />Opportunities- <br />Viral amplification of your messages<br />“Like/Recommend” buttons, on your websites<br />Customer Service on FB<br />Threats- <br />Changing rules with little or no warning<br />Possible legal or other restrictions in the future <br />Viral bad news<br />
    24. 24. LinkedIn SWOT<br />Strengths- <br />Largest Business Only Site<br />Allows you to download a list of emails<br />Robust company searches<br />Recommendations<br />Weaknesses- <br />Low activity for many members<br />Lots & lots of recruiters<br />Poor C-suite connections<br />Buggy<br />Opportunities- <br />Good active groups <br />Q&A (weaker)<br />Company pages<br />Threats- <br />Facebook’s Q&A<br />Twitters reach<br /><br />
    25. 25. Strengths- <br />High influencer and press membership<br />Searchable<br />Open<br />Weaknesses- <br />Evaporating media<br />High volume, noisy<br />Difficult to get noticed<br />Spam<br />Low stickiness<br />Low new user retention<br />Opportunities-<br />Connecting with thought leaders<br />Influencers, and journalists<br />Threats- <br />Spam<br />Google/Facebook technologies<br />Evaporating media<br />ADD<br />Twitter SWOT<br />
    26. 26. Strengths- <br />Huge<br />Second largest search engine, <br />Branded business channels<br />Excellent for posting your videos to use elsewhere<br />Weaknesses- <br />Low community<br />Low interactivity <br />Opportunities- <br />Good videos can go “viral”<br />Video is growing<br />Video is excellent for selling explaining and training<br />Threats- <br />Google owns it<br />, Dailymotion, metacafe, brigthcove…<br />User’s Bandwidth<br />Advertising<br />YouTube SWOT<br />
    27. 27. Influencers & SM<br />Identify influencers – Google, Technorati, AllTop<br /><ul><li>A Listers get ideas from B Listers.</li></ul>Stalk them:<br /><ul><li>Follow on Twitter, friend on Facebook & MySpace, link to on LinkedIn- Go where they are.</li></ul>Not all at once, over a week or two<br /><ul><li>Look for pitching instructions! Don't follow them</li></ul>Suck up to them:<br /><ul><li>Read their blogs/articles and post comments
    28. 28. Recommend their articles publicly (Twitter, LinkedIn...)
    29. 29. Repeat their messages on Services (RT)</li></ul>Schmooze them:<br /><ul><li>Pitch your story with references to their earlier work</li></li></ul><li>Buzz Word Bingo<br />Transparency<br />Authenticity<br />Engagement<br />AstroTurf<br />Flogging<br />
    30. 30. Lab Time<br />Joining Facebook (if necessary)<br />Joining the class Facebook Group<br />