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Social Media, the "building" of shared meaning among communities, is becoming more pervasive in our personal and professional lives. Facebook, Twitter, Flickr are common day references....

Social Media, the "building" of shared meaning among communities, is becoming more pervasive in our personal and professional lives. Facebook, Twitter, Flickr are common day references.

As a branding and design firm, Corey McPherson Nash uses social media to project who they are, how they think, and what they're up to. CMN engages their clients (and prospective clients) in social media to better understand the client's brand and audiences. Learn various approaches to social media: is it appropriate for you? how do you build an audience? Is it worth your time?

Corey McPherson Nash, a national branding and design firm, helps organizations achieve measurable brand equity across a wide variety of print and interactive communications. Widely recognized for its thoughtful design and strategic insights into the critical task of brand iteration and creative development, it is the branding studio of choice for a wide range of leading business, educational, and cultural institutions.

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Social Media and Your business Presentation Transcript

  • 1. Social Media and Your Business January 15, 2009 Presented by Chris Klaehn, Partner and Director of Brand Strategy | cklaehn@corey.com & Ryan Evans, Director of Experience Design | revans@corey.com 2009 Corey McPherson Nash | Propriety Content | For| more information, email info@corey.com 2009 Corey McPherson Nash | Propriety Content For more information, email info@corey.com
  • 2. Agenda 1.  What is it? 2.  Why should we care? ·  Personally ·  Professionally 3.  How do we use it? 4.  What it means 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 3. Agenda Rules of today: We believe in walking the walk ·  Live Tweeting – http://www.twitter.com/cmntweets/ ·  Show examples of our own SM ·  Continue the conversation 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 4. What is it? 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 5. What is Social Media Social media are primarily Internet-based tools for sharing and discussing information among human beings. This interaction, and the manner in which information is presented, depends on the varied perspectives and quot;building” shared meaning among communities, as people share their stories and experiences. - Wikipedia 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 6. What is Social Media shared meaning among communities, as people share their stories and experiences. Creating a shared meaning is about creating a distinct, compelling and meaningful BRAND 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 7. Brand Strategy What is Branding? Business Plan Brand Strategy Tactics • Sales Objectives • Brand Perception •  Overall Look & Feel • Target Markets • Brand Architecture • Community Outreach • Market Landscape • Position • Social Media • Competitive Landscape • Messaging Strategy • Public Relations • Online/Off-line Communication Pieces 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 8. The Way CMN Thinks About Brand ·  Criteria 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 9. What is Social Media What it is What it is not ·  Transparency ·  Only what we want people to know ·  Low barrier to entry ·  Difficult to use ·  Blog, Flickr, Facebook, ·  Email, IM, podcast, RSS, Twitter, YouTube print newspaper, Web site ·  Engagement ·  Broadcast, one-way street 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 10. What is Social Media Telling Statistics ·  Twitter's site traffic grew 422% from August 2007 – August 2008 ·  Facebook is on pace to pass 200 million unique visitors (up 116 percent) ·  MySpace is at 126 million uniques http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 11. What is Social Media ·  9 million blogs 40,000 new ones/day ·  Podcasts in the U.S. was 18.5 million people in 2007, and will reach 28 million in 2008. Advertising revenue for podcasts totaled $165 million last year. eMarketer 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 12. Why should we care? 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 13. Personally 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 14. Why In the World Would I Do This? Since the 1960s, there is a decline of “social capital”: connections among individuals – social networks and the norms of reciprocity and trustworthiness that arise from them.” Bowling Alone by Robert Putnam http://www.bowlingalone.com/ 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 15. Why In the World Would I Do This? ·  Anticipated reciprocity ·  Increased recognition ·  Sense of efficacy Peter Kollack, The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace (1998) 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 16. Why In the World Would I Do This? 1.  Ambient Awareness ·  Sophisticated portrait of your friends lives ·  Rhythms of lives ·  An invisible dimension floating over everyday life ·  Ping pong messages feel even more intimate than a phone call (Mizuko Ito, Japanese socialist) - NYT Brave New World of Digital Intimacy 9.7.08 http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital %20intimacy&st=cse 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 17. Why In the World Would I Do This? 2. A way to feel “less alone” - NYT Brave New World of Digital Intimacy 9.7.08 http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital %20intimacy&st=cse 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 18. Why In the World Would I Do This? 3. Have more “friends” Dunbar Number ·  Humans are hard wired on the upper limit of people we know = 150 ·  Parasocial - Peripheral people in our network whose intimate details we follow closely online (Berkman Center for Internet and Society) - NYT Brave New World of Digital Intimacy 9.7.08 http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital%20intimacy&st=cse 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 19. Why In the World Would I Do This? 4. Get answers; good referrals ·  Weak links are where the value is in social media - NYT Brave New World of Digital Intimacy 9.7.08 http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?scp=1&sq=digital%20intimacy&st=cse http://www.boxesandarrows.com/view/social-networks 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 20. Professionally 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 21. Why Should We Care? Our clients are not saying, “Make us ads” or “Make us Web sites” They’re saying, “Create interaction between our brand and our customers.” That’s our job now. Executive Creative Director of the Nike account at R/GA “Multiscreen Mad Men” New York Times 11.23.08 http://www.nytimes.com/2008/11/23/magazine/23roundtable-t.html?scp=3&sq=multimedia%20mad%20men&st=cse 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 22. Why Should We Care? Top 6: 1.  Be authentic 2.  Fortify. Strengthen your current audience; engage new ones 3.  Connect. Give your audience a reason to participate Don’t sell, sell, sell 4.  Be remarkable Give them things to remark on 5.  Get outside (your site) Participate in other discussions, not just your own 6.  Embrace Organic Planning. Have a plan, but be ready to adjust 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 23. Positive Example 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 24. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 25. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 26. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 27. Not So Positive Example 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 28. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 29. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 30. Corey McPherson Nash Example 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 31. Why Should We Care? 25th Anniversary Start with: So what? Core to the Corey brand, “Thoughtful Branding + Design” Theme: Looking Forward/ Forward Looking 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 32. Why Should We Care? Goal: Tactics: Deliver on experience and 25 years of great work Greeting Live Tweet Parting gift Continuing conversation 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 33. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 34. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 35. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 36. Why Should We Care? Case Study The Obama Brand 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 37. Why Should We Care? The Obama Brand “Obama represented the starkest change from George W. Bush in style and in substance, in many ways.” David Axelrod 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 38. The Obama Brand ·  How it fits the Criteria RELEVANT/MATTERS Honest, open, stable PROFITABLE OWN-ABLE Campaign “owned” by Diverse background many, not few Community organizer 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 39. Messaging Strategy: Platform: Change We Can Believe In Signified: Hope Spirit: Positive, inclusive 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 40. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 41. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 42. Social Media Approach 2008 Presidential Campaign Social Media Stats: 2,379,102 1,792 videos 112,474 supporters uploaded since 11.06 followers 114,559 subscribers 620,359 4,603 329 videos supporters followers uploaded since 2.07 28,419 subscribers 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 43. Most impactful videos of the campaign: 1.  Yes We Can - Barack Obama Music Video 14,379,890 views, 404 blog posts, 293 non-liberal/bloconservative blog posts (73%) 2. Wassup 2008 5,300,606 views, 665 blog posts, 424 non-liberal/conservative blog posts (64%) 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 44. 3. I Got a Crush...On Obama By Obama Girl 12,278,288 views, 259 blog posts, 164 non-liberal/conservative blog posts (63%) 4. Barack Roll 2,858,259 views, 263 blog posts, 163 non-liberal/conservative blog posts (62%) 5. American Stories, American Solutions: 30 Minute Special 1,932,787 views, 547 blog posts, 314 non-liberal/conservative blog posts (57%) Morningside Analytics http://tinyurl.com/66ojww 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 45. Of the top 5 influential videos: 1 was officially from the campaign 2 were professionally produced 1 was moving 2 were funny All were remarkable. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 46. Why Should We Care? Top 6: 1.  Be authentic 2.  Fortify. Strengthen your current audience; engage new ones 3.  Connect. Give your audience a reason to participate Don’t sell, sell, sell 4.  Be remarkable Give them things to remark on 5.  Get outside (your site) Participate in other discussions, not just your own 6.  Embrace Organic Planning. Have a plan, but be ready to adjust 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 47. How do we use it? 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 48. ion rsat Content Is King onve C Content is just something to talk about. - Corey Doctrow http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 49. Social Media Strategy Matters 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 50. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 51. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 52. http://www.twitter.com/nytimes http://www.twitter.com/coloneltribune 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 53. Tweets sent vs. received Month of November 2008 @NYTimes 17,450 followers @ColonelTribune 3,955 followers http://almightylink.ksablan.com/2008/11/tribune-23-times-more-engaged-than-times-on-twitter/ 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 54. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 55. 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 56. ·  @NYTimes @ColonelTribune 17,450 followers 3,955 followers •  Great content •  Great content •  But same as elsewhere •  Has a face •  Adds a viewpoint •  Queries the audience and responds 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 57. Engagement 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 58. Getting to Engagement 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 59. Getting to Engagement 1.  WHO do you want to reach? 2.  WHAT are your objectives? 3.  HOW will you engage in relationships? 4.  CHOOSE your social media technologies 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 60. 1. WHO do you want to reach? 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 61. Getting to Engagement: WHO ·  Sample Target Audiences ·  Prospective clients ·  Prospective employees ·  Peers ·  The media & bloggers 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 62. Getting to Engagement: WHO ·  You have to know your audience ·  Market research ·  Interviews ·  User personas 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 63. Getting to Engagement: WHO 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 64. Example: Knowing your audience http://thecaffeinatedblog.typepad.com/the_caffeinated_blog/2008/11/social-media-marketing-case-study-using-facebook-to-promote-a-professional-photography-business.html 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 65. 2. WHAT are your objectives? 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 66. Planning Your Strategy: WHAT ·  Sample Objectives ·  Spread your message ·  Enable word of mouth marketing ·  Monitor brand perception ·  Support current customers ·  Gather & develop ideas ·  Work more efficiently 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 67. Planning Your Strategy: WHAT ·  Your objectives are familiar business functions ·  Align with business objectives that you already have: ·  Business plans ·  Branding goals ·  Marketing plans ·  Product development and support 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 68. Example: Crisis Management http://twitter.com/csmonitoronline 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 69. Example: Crisis Management http://twitter.com/csmonitoronline 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 70. Example: Crisis Management http://twitter.com/csmonitoronline 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 71. Example: ComcastCares http://twitter.com/comcastcares 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 72. Example: ComcastCares http://twitter.com/comcastcares 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 73. Example: ComcastCares http://twitter.com/comcastcares 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 74. 3. HOW will you engage in relationships? 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 75. Planning Your Strategy: HOW ·  Sample Strategies ·  Query your audience ·  Energize your advocates ·  Facilitate discussions ·  Build communities ·  Crowdsource ideas ·  Just watch 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 76. Planning Your Strategy:HOW ·  Make sure your engagement strategy will work for you. ·  It has to be comfortable ·  It has to match your culture & personality ·  It has to fit with your available resources ·  Make it part of your work flow 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 77. Planning Your Strategy: HOW ·  Provide value ·  Be consistent ·  Make it authentic and personal 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 78. Why Should We Care? Top 6: 1.  Be authentic 2.  Fortify. Strengthen your current audience; engage new ones 3.  Connect. Give your audience a reason to participate Don’t sell, sell, sell 4.  Be remarkable Give them things to remark on 5.  Get outside (your site) Participate in other discussions, not just your own 6.  Embrace Organic Planning. Have a plan, but be ready to adjust 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 79. Example: Making it Authentic and Personal http://blog.wellsfargo.com/wachovia/ 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 80. Example: Making it Authentic and Personal http://www.mitadmissions.edu 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 81. Example: Providing Real Value http://www.facebook.com/pages/Whole-Foods-Market/24922591487?ref=s 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 82. Planning Your Strategy: HOW ·  Get tactical and specific about engagement 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 83. Planning Your Strategy: HOW How @jowyang uses Twitter As a shared feed reader As a chat room To capture events Listening tool How @jowyang doesn’t use Twitter Personal minutia Excessive personal discussion http://www.web-strategist.com/blog/2007/11/29/how-i-use-twitter-and-you/ 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 84. Planning Your Strategy: HOW ·  Have a plan, but be ready to adjust 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 85. 4. CHOOSE your social media technologies 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 86. Getting to Engagement 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 87. The Technology Dip your toes in But Remember, the internet never forgets… 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 88. The Technology Evaluate the technologies: ·  Are your target constituencies using it? ·  How are they using it? ·  Will the technology support the ways in which you want to engage? ·  Is it an open platform? 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 89. Example: BB&N Senior Tiles 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 90. Getting to Engagement 1.  WHO do you want to reach? 2.  WHAT are your objectives? 3.  HOW will you engage in relationships? 4.  CHOOSE your social media technologies 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 91. What does it mean? 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 92. It’s all about your brand 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 93. Be remarkable 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 94. Have a plan, but be ready to adjust 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 95. Embrace engagement to succeed 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com
  • 96. ·  Our Web Site - http://www.corey.com ·  Our Blog – http://www.corey.com/whatisthoughtful/ ·  Twitter - http://twitter.com/cmntweets ·  Flickr - http://www.flickr.com/photos/26011447@N03/ ·  Facebook- http://www.facebook.com/pages/Watertown-MA/Corey-McPherson-Nash/6334917682 ·  Wikipedia - http://en.wikipedia.org/wiki/Corey_McPherson_Nash 2009 Corey McPherson Nash | Propriety Content | For more information, email info@corey.com