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Introduction To Social Media MBA Class At Webster University
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Introduction To Social Media MBA Class At Webster University

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This is the introduction to social media class that I presented for Jim Shankle's MBA class at Webster University

This is the introduction to social media class that I presented for Jim Shankle's MBA class at Webster University

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  • My long route to Social media
  • Also reco Love is the Ultimate AppBecome genuinely interested in other people.Make the other person feel important and do it sincerely.If you're wrong, admit it quickly and emphatically.Sympathize with the other person.Appeal to noble motives.
  • How are they social media, their name is in the title
  • Get the graph from the report Tyler bought
  • Facebook badges
  • Google Blog SearchIce Rocket Technorati
  • http://www.forrester.com/empowered/tool_consumer.html
  • http://mashable.com/2010/07/05/5-social-media-trends/
  • Transcript

    • 1. Collin Condray
      Twitter.com/ccondray
      SocialMediaRevolutionary.com
      collin@SocialMediaRevolutionary.com
      9/14/2010
      An Introduction To Social Media
    • 2. Introductions
      2
    • 3. Collin Condray
      3
      Web developer
      MBA from the U of A
      Category Manager
      Director of Retail Social Media
      Digital Strategist at Saatchi & Saatchi X
    • 4. Please Ask Questions!
      4
    • 5. Excellent Resources
      5
      Groundswell and Trust Agents
    • 6. What Is Social Media/Social Networking?
      6
    • 7. What Is Social Media?
      7
      AKA Social Networking AKA Web 2.0
      Twitter and Facebook
      These are the technologies.
    • 8. What is Social Media?
      “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”
      - Groundswell
      8
    • 9. What Is Social Media?
      9
      Social media networking is no different than regular networking.
      Same rules in How to Win Friends and Influence People apply.
    • 10. What Is Social Media?
      10
      Public reactions to entire networks, unlike email which is only between two participants.
      Even once closed networks like Facebook are revealing more to the public.
    • 11. Why Should I Care About Social Media?
      11
    • 12. The Social Media Revolution
      12
    • 13. Why Should I Care About Social Media?
      13
      The always on power of networking
      Help others and get help. Crowdsourcing.
      “All of us are smarter than one of us.”
    • 14. What Forms Of Social Networking Are There?
      14
    • 15. People Creating
      15
    • 16. How They Work - Blogs
      16
      Mostly text and similar to a journal but contains written content, links, reader comments, and pictures.
      Many services (WordPress, Blogspot, Blogger, Posterous, Tumblr) allow users to participate for free.
    • 17. How They Work - Podcasts
      17
      Audio and video files typically available through subscribing to a service like Apple’s iTunes.
      They typically live on a web site or blog that allows comments.
      Can be created easily with off the shelf software or with a smart phone.
    • 18. How They Work – Video/Photos
      18
      Users create videos or take pictures and upload them to their respective sites.
      No cost to upload. Can store a limited (but not restrictive) amount of media
    • 19. How They Challenge Existing Players
      19
      Blogs are unregulated so anything goes.
      No editors.
      Fact and opinion are mixed. Rumors are reported, and conflicts of interest are not disclosed.
    • 20. People Connecting
      Social Networking (LinkedIn, Twitter, Facebook)
      20
    • 21. Social Networking in Plain English
      21
    • 22. How They Work
      22
      Profiles
      Brief description of who they are
      Where they live
      What they like
      Where they work
    • 23. How They Work
      23
      Friends
      Friend requests
      Friends can see more of the interactions
    • 24. How They Challenge Existing Players
      24
      They take attention away from other activities such as TV.
      They enable people to collaborate who would have never met before.
    • 25. People Collaborating
      25
    • 26. How They Work
      26
      • Wikis – sites that house content generated and edited by multiple users.
      • 27. Examples
      • 28. Wikipedia
      • 29. Conservapedia
      • 30. wikiHow
      • 31. The community keeps order by watching the content and ideals of the community.
    • How They Work
      27
      Open Source Software – Software generated by interested groups of programmers
      Examples:
      Linux
      OpenOffice
      Apache
      Firefox
      Wikis
    • 32. How They Challenge Existing Players
      28
      The users highlight or build what they think is important not what a company thinks is important.
      Example: Nike’s page has a section on their alleged human rights abuses.
    • 33. People Reacting to Each Other
      Forums, Ratings, and Reviews
      29
    • 34. How Do People Use Social Media?
      Forums (e.g. Yahoo and Google Groups)
      Bypass official reviewers. Anyone can point out flaws in what you’re doing.
      30
    • 35. How Do People Use Social Media?
      Ratings (eBay seller ratings)
      Reviews (Amazon product reviews, Rotten Tomatoes movie reviews)
      31
    • 36. How They Challenge Existing Players
      32
      Takes commentary from the hands of “experts” and gives the customers the opportunity to have their say.
      A single customer can criticize any one thing that has gone wrong (e.g. there’s a fly in my soup, the hotel smells funny, the video is boring).
    • 37. People Organizing Content
      Tagging
      33
    • 38. How They Work
      34
      Taxonomy vs. Folksonomy
      In a taxonomy, everything has its own spot defined by the experts.
      Example: In the taxonomy of species, Homo sapiens is a mammal, while Tyrannosaurus rex is a reptile
    • 39. How They Challenge Existing Players
      35
      Organizations have no control over how they are tagged.
      WalmartingAcrossAmerica.com was labeled fake.
    • 40. Accelerating Consumption
      RSS and Widgets
      36
    • 41. How Do People Use Social Media?
      Accelerating consumption
      RSS (Really Simple Syndication)
      Widgets (Toys R Us)
      37
    • 42. How They Work
      38
      RSS has two elements.
      A transmitter that sends a feed of new items generated by a site (blog posts, Flickr photos).
      A receiver that displays the items in an organized fashion.
    • 43. How They Challenge Existing Players
      39
      Do not directly threaten institutional power, but they do accelerate the consumption of media.
    • 44. Social Technographic Profiles
      40
    • 45. Creators
      41
      24% of online Americans
      Publish a blog
      Publish their own webpage
      Upload created video
      Upload audio/music they created
      Write articles or stories and post them
    • 46. Conversationalist
      42
      33% of online Americans
      Update status on a social networking site
      Post updates on Twitter
    • 47. Critics
      43
      37% of online Americans:
      Post ratings/reviews of products or services
      Comment on someone else’s blog
      Contribute to online forums
      Contribute to/edit articles in a wiki
    • 48. Collectors
      44
      20% of online Americans:
      Use RSS feeds
      Ad tags to web pages or photos
      “Vote” for web sites online
    • 49. Joiners
      45
      59% of online Americans
      Maintain profile on a social networking site
      Visit social networking sites
    • 50. Spectators
      46
      70% of online Americans
      Read blogs
      Watch video from other users
      Listen to podcasts
      Read online forums
      Read customer ratings/reviews
    • 51. Inactives
      47
      17% of online Americans
      None of the previous activities
      My Mom
    • 52. Creating a social media strategy-How do I get started?
      Listen, Engage, Measure
      48
    • 53. Listen
      49
      Google
      Dedicated software (e.g. Radian6, ScoutLabs, Nielsen BuzzMetrics)
      Blog search engines
      Search.Twitter.com
    • 54. Listen
      50
      What are your customers saying about you?
      Is it good or bad?
      Is there anyone already passionate about your brand or industry?
    • 55. Engage
      51
      POST
      People
      Objectives
      Strategy
      Technology
    • 56. People
      52
      What are your customers ready for?
      Technographic Profile
      Make sure your target audience is ready for what you throw at them.
    • 57. Objectives
      53
      What are your goals?
      Listening – better understand your customers.
      Get insights from your customers to help make marketing and product development decisions.
    • 58. Objectives
      54
      What are your goals?
      Talking/broadcasting – spread your message.
      Make an existing digital marketing initiative (banner/search ads) more interactive.
    • 59. Objectives
      55
      What are your goals?
      Supporting – help your customers support each other.
      Effective for companies that have high support costs or to connect with cohesive groups that already exist.
    • 60. Strategy
      56
      What change do you want your customers to make?
      Carry messages to others
      Engage more with your organization.
    • 61. Technology
      57
      What social media tools should you use or build?
      Use the previous steps to decide what technology fits best.
    • 62. Measure
      58
      Number of followers on social media networks
      Number of posts, comments, Tweets, etc.
      Key influencers, who already have a following that is talking about you
      Share of conversation
    • 63. Closing Comments
      59
    • 64. Get Involved
      60
      Be there – you can’t talk to your customers without being in the game.
    • 65. Get Involved
      61
      Be connected – build an army
    • 66. Get Involved
      62
      Be humble – People connecting together are a hugely powerful force. They can be more powerful than your organization.
    • 67. Questions?
    • 68. Collin Condray
      Twitter.com/ccondray
      SocialMediaRevolutionary.com
      collin@SocialMediaRevolutionary.com
      Thank you!