• Save
Social Media Serious Business
Upcoming SlideShare
Loading in...5
×
 

Social Media Serious Business

on

  • 1,170 views

Social Media, Serious Business. A webinar given for IPA members March 9, 2010

Social Media, Serious Business. A webinar given for IPA members March 9, 2010

Statistics

Views

Total Views
1,170
Views on SlideShare
1,157
Embed Views
13

Actions

Likes
1
Downloads
6
Comments
0

4 Embeds 13

http://www.slideshare.net 7
http://www.linkedin.com 4
http://www.lmodules.com 1
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Description: Social Media is a huge fad – but not a passing fad. Beyond the hype, social media is a “game changer” for business. It's an important component in any businesses marketing, communications, and customer relations AND its also an essential tool for your new product development, your customer focus groups, your corporate voice and identity. In short, Social Media can make or break your business in the very near future. Serious businesses need serious strategies and series tools to for success in today’s new media environment. Your marketing department needs a well articulated social networking marketing plan for all levels of your company including Executives and CEOs! Attend this webinar to learn what EVERYONE in your company needs to do in order to make use of this new communications phenomena for the future success and survival of your business.
  • It bears repeating!
  • (July 2009 = Iran elections)
  • (July 2009 = Iran elections)
  • My identity in the Web 2.0 world … by social network connections (“the strength of weak ties”)
  • My “identity” in the Web 1.0 world … frequency of search terms
  • Slides needs on the progression from Demographic (4 Ps) to Psychographic, to contextual marketing to behavioral targetring, to Viral and beyond
  • Thought leaders in marketing and business …
  • The ways that you can use this tool to “eavesdrop” on what’s being said are endless. At a bare minimum, I’d encourage you to follow what others are saying about you and your organization.
  • YouTube video that was made of angry Mom comments. http://www.youtube.com/watch?v=LhR-y1N6R8Q FYI, J&J says that within six hours, the discussion had turned from “How could Motrin do this?” to “Where’s Motrin – why aren’t they responding, listening to us?”
  • YouTube video that was made of angry Mom comments. http://www.youtube.com/watch?v=LhR-y1N6R8Q FYI, J&J says that within six hours, the discussion had turned from “How could Motrin do this?” to “Where’s Motrin – why aren’t they responding, listening to us?”

Social Media Serious Business Social Media Serious Business Presentation Transcript

  • Social Media Social Networks Serious Business C.J. Cornell Professor, Digital Media & Entrepreneurship Arizona State University Entrepreneur-in-Residence Knight Center for Digital Media Entrepreneurship
  • It seems like there is always another social network to join or another tool I'm supposed to learn … How can I keep up? “ “ There is no hope. You can’t keep up.
            • HBR Online, Aug 3 rd 2009
            • Social Technology
  • Social Media Social Networks Serious Chaos
  • "It takes all the running you can do, to keep in the same place” - The Red Queen Without Strategy , Objectives & Tools
            • - CJ Cornell
    Using Social Media for Business is Futile & Pointless
  • Social Media - Serious Business Overview Essentials Tools & Technology Examples 3 4 5 6 The Future & Next Steps Reputation & Measurement 1 2
  • What is Social Media 1
  • 1 It’s nearly every site on the web
  • By Brian Solis of PR 2.0. - http://www.briansolis.com/2008/08/introducing-conversation-prism.html Blogging, Microblogging Photo, Music, Video Sharing Social Networks, Forums Document Sharing, Wikis Mobile, Location-Based Shopping
  • It’s anyplace where people are sharing …
    • Content
    • Media
    • Ideas
    • Experience
    • Knowledge
  •  
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
  • Some Mindsets First …
    • New culture
    • New language
    • New customs
    • A stranger, outsider
    • It takes a long time to assimilate
    • … but only a moment to alienate
  • November 2009 March 2010 400 22% Twitter – 1 Billion Tweets per Month
  • November 2008: Social Media surpasses porn and email as the #1 activity on the web.”
  • Social Media surpasses porn and email as the #1 activity on the web.”
  • Iran -2009
  •  
  •  
  • Your Customers are on Social Media
  • Your Markets are on Social Media
  • If you’re not on social media sites, then you’re not on the Internet . (thus you don’t exist)
  • Using Participating Contributing Listening Connecting Conversing
    • … than to be proficient in the technology.
    It’s more important to create and execute a Social Media strategy ….
  • How do you get started ?
  • Have some objectives in mind …
    • Before you start.
  • Reputation? Influence? Attraction? Trust? Enthusiasm? Loyalty?
  • The Essentials
    • Before you start. What you need to know …
  • WordPress, Blogger, TypePad
    • Free & Paid versions
    • Menu Driven Setup and Admin
    • Thousands of Extensions (plugins)
    Blogging – establishes expertise. Search engine friendly. Comments = social interaction
    • Free. One of the largest and most visited sites.
    • “ Fan” Pages for Business
    • Group Pages, Profile Pages
    • Apps, Advertising Platform
    • Analytics Platform
    Fastest growth with older users.
    • Free.
    • Create your own “mini-facebook” site
    • Focuses on Niche networks
    • Enables Blogging, feeds, apps, forums, chat and more
    • Menu driven configuration
    Fastest growth with older users.
    • Free.
    • Allows uploading, sharing and downloading of powerpoint and PDF presentations
    • People comment on slide-decks just like on bog sites.
    • Free.
    • Business Focused
    • Profile centric
    • Adding more communications tools.
    • Free.
    • Constant stream of “tweets” – data –all over the world.
    • Lots of measurement and analysis tools
    • “ Real time” – i.e.”what’s happening now”
  • Identity Allow me to introduce myself ...
  • Identity & Reputation are more important
    • Than, well, just about anything else – including technology.
  • Me 1.0
  • 2.0
  • About Me (2.0) Twitter: cjcornell Linkedin: cjcornell AcademiaU: CJCornell  Facebook: cjcornell ASU [email_address] http://cronkite.asu.edu/faculty/cornellbio.php [email_address] http://www.hypervideonetworks.com/cjcornell/ Skype: cjcornell Amazon eBay YouTube Hulu Netflix
  • Academic Persona
  • User-Group Persona
  • Martial Arts Persona
  •  
  •  
  •  
  •  
  •  
  •  
  • @cjcornell #ipa-cj
  • In the “Social Web”, Identity = Persona … While the “citizens” have multiple Persona - your personal and corporate brand should not. Consistency is important.
  • Persona Personal Company Unknown to Crowd Known to Crowd Friend Brand
  • Persona Personal Corporation Unknown to Crowd Known to Crowd Personal Friend Personal Brand Corporate Friend Corporate Brand
  • Persona Self Expression, Casual, Activities, Life-sharing, Life-casting Build Reputation, establish identity, enhance value Serves an existing customer base. Support; Satisfaction, Loyalty. Acquiring new customers. Reputation / Positioning. Watching Trends. Personal Friend Personal Brand Corporate Friend Corporate Brand
  • Where you need to “live” Essential Optional/ Recommended Future Personal Friend
  • Where you need to “live” Essential Future Optional/ Recommended Personal Brand
  • Where you need to “live” Essential Future Optional/ Recommended Corporate Friend
  • Where you need to “live” Essential Future Optional/ Recommended Corporate Brand
  • Persona Activities Participate, Share, Contribute Contribute, Connect, Share Converse, Contribute, Analyze Listen, Analyze, Create Personal Friend Personal Brand Corporate Friend Corporate Brand
  • Converse
    • Engaging in a dialog with 1 or more members of the community: Usually real-time or near real-time.
    … .. … … … … .. … … …
  • Converse
    • Yes, it takes time and attention. And there are unique norms for conversing with individuals and groups.
  • Reply using the exact SAME method you were first contacted
    • Email-Email, Comment-Comment, Tweet to Tweet, Wall to Wall
    Rule :
  • Participate
    • More than just conversation: Sharing in the activities of the group – in a way that adds to the community
  • Listen
    • Constant monitoring of all conversations and activities relevant to your interests AND your customers’ interests.
    … .. … … … … .. … … … … .. … … … … .. … … … … .. … … …
  • Contribute
    • Either by creating, collecting or aggregating media, or by connecting members to other members of your network. Adding value.
  • Regular Profile Page Profile. “My Resume” Page. Select photos. Twitter link Group-Profile Page. Fan Page. Setup Ongoing Comments on photos, wall. Some chat. Tag news/articles. Blog. Update status regularly Monitor emails and wall. Frequent but relevant news/feed updates. Event Ivites Personal Friend Personal Brand Corporate Friend Corporate Brand
  • N/A Standard.Robust ”about” screen One blog for corp – but individual users can write category specific post. One blog – usually by the CEO or most senior exec. Setup Ongoing N/A Post at least 3x week, with links and photos. Scan andreply to comments Post at least 3x week, with links and photos. Scan andreply to comments Post at least 1x week, but include announcements (not Press releases) Personal Friend Personal Brand Corporate Friend Corporate Brand
  • N/A Std. Include in profile a separate email address. Std, Assign to multiple employees Setup Ongoing N/A Post at least 3x week, with links and photos. Scan andreply to comments Use notification tools to “listen” and respond asap. Tweet industry news as well as company annoucements. Personal Friend Personal Brand Corporate Friend Corporate Brand
    • www.facebook.com
    • www.twitter.com
    • www.linkedin.com
    • www.slideshare.com
    • www.youtube.com
  • Rules and Tools
    • Use an email address that you check often
    • Post a real profile photo – at least one
    • Post a real profile
    • Check and participate regularly
    Universal Etiquette “ Do”
    • Don’t invite everyone in your list
    • Send attachments (unless …)
    • Have just one “corporate” account
    • Restrict Social Media participation to just a few employees
    • Use fake names (or fake anything )
    Universal Etiquette “ Don’t”
  • We’re Living Out LOUD, Now
  • Living Out LOUD: Actively I am doing … Spending Working Location eating I feel $$ Fun
  • Current Listening Posts http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg Twitter: The Pulse of the Internet
  • What is Highly popular with celebrities, media and executives, Twitter is a microblogging platform composed of 140 character. Evan Williams, Twitter‘s founder, created it as a basic site to answer one simple question: “ Twitter lets people know what’s going on about things they care about instantly, as it happens,” Evan Williams, Twitter’s CEO, told The New York Times: “In the best cases, Twitter makes people smarter and faster and more efficient.”
    • To Start a Conversation
    • Simple type your message in the “What are you doing?” box.
    • You are limited to 140 characters.
    • You can use service like www.bit.ly to shorten a URL when you include a link.
    GETTING STARTED
    • Go to search.twitter.com
    • Enter in your search terms
    • Review to see if you got the results you had expected, you may need to select another set of keywords.
    SEARCH ON TWITTER
  • HootSuite
  • Blippy – What are you buying?
  •  
  •  
  •  
  • Measuring Reputation
  •  
  •  
  •  
  •  
  •  
  •  
  • Analytics
  • Useful Twitter tools
    • TwitterGrader : Measures the relative power and authority of a Twitter
    • user by calculating number of followers, power of network of followers,
    • pace of updates and completeness of a user’s profile.
    • Twhirl : Centrally manages activity, messaging and updating for Twitter
    • and platforms (FriendFeed, Identi.ca and Seesmic).
    • TwitScoop : Tells you “What’s hot right now?”, presenting trend
    • comparisons and volume of conversation.
    • Twitterberry and Twitterfox : Downloadable Blackberry app and
    • Firefox plugin for Twitter.
    • Go to Tweepler to see who to follow and who not to follow.
    • Go to Trendistic to view the volume of conversation about your
    • brand, products…
  • Sentiment Analysis
  • What is sentiment analysis?
    • “… translating the vagaries of human emotion into hard data” [primarily in the online world]
    • Mining the web for feelings, not facts (NYT)
    • “… us[ing] automated tools to discern, extract and process attitudinal information found in text…”
    • Sentiment Analysis: Opportunities and Challenges (Grimes, 2008)
    • “… an attempt to automatically process and possibly learn from the universe of people’s online chatter”
    • (Me, 2009)
  •  
  •  
  •  
  • Emotions Drive Behavior Trend Emotions = Trend Behavior
  • Personal Use
  • Market Research/Business Intelligence
    • Marketing
    • Customer satisfaction
    • Prediction markets
    • Economics
    • Computational Linguistics
    • Semantic web (incorporating “feelings” into “meaning” – this could be big)
  • Marketing Changes Dramatically
  • Markets are conversations
    • Mainly between your customers and other customers
    … .. … … … … .. … … … … .. … … … … .. … … … … .. … … …
  • New Tools / New Measurements Reach – how far does it travel? Relevance – does it support your intended direction? Influence – who shares and passes along with who? Authority – how trusted is the source? Engagement – how involved do they get?
  • Contextual Marketing: Old
    • marketers target users with ads based on a given web page's content
    • Adsense …
  • Behavioral Marketing: Old
    • targets customers based on their behavior on websites - Clickstream data and IP information
    • Segments and Categorizes the audience
    • Demographic Targeting, Psychographic
  • New (Today)
    • Forget Audience Segmentation - Segment by Conversation
  • It’s about listening
    • What should you listen for?
    • Your name
    • Your products
    • Your Organization or
    • Business
    • Community
    • Competition
    • Clients
    • Writing Topics
  • Reputation:
  • Reputation :
  • Reputation :
  • Online Reputation:
  • Online Reputation :
  • Online Reputation :
  • Online Reputation :
  •  
  • Tale of Two Tweets
    • United Airlines
    • Southwest Airlines
  • (A Cautionary) Tale of Two Airlines …
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  • Motrin Moms
  • Motrin Moms
    • “ Honestly, the only pain I have at the moment is the headache from refuting the ignorance in this Motrin ad. Anyone have a generic ibuprofen?”
    “ Wow, Motrin, way to mismarket. My sling is saving my life and has been for 15 months now. Have you tried carrying a baby all day?” “ I agree. NO to Motrin. Generic ibuprofen works for me! And wearing my son never gave me back pain.”
  •  
  • Motrin: November 18th
  • Motrin: Nov 18 th #2
  • Motrin: 20 th November   Screen clipping taken: 20/11/2008, 16:33    
  •  
  •  
  •  
  • RIGHT NOW ON twitter
  •  
  • 3 Accused of Gang Rape in Monroeville
  • Final Words
    • Social Media = “Living Out Loud”
    • Social Media = Conversations
    • Marketing = Listening + Contributing + Participating
    • Decide your Persona and use the right Strategy
    • Monitor using Analytic Tools , and Predict
  • Thank You. @cjcornell C.J. Cornell Professor, Digital Media & Entrepreneurship Arizona State University Entrepreneur-in-Residence Knight Center for Digital Media Entrepreneurship
    • http://socialmediaanswers.com/niche-social-networking-sites/ ’
    • http://www.socialmediawebsites.com/
  • Useful Twitter tools
    • Search twitter : Complete an advanced search around
    • key phrases, within specific dates, and from specific handles.
    • (Often broken, Google search is the best back up!)
    • TweetDeck : A desktop app that lets you organize your
    • followers into specific categories (i.e. industry leaders, customers,
    • potential customers, etc.)
    • TwitPic : Provides a bridge from your camera phone to
    • Twitter. Pictures can either post to the Twitter public timeline
    • from phone via email or through the site.
    • TweetLater and CoTweet : Allow you time your Tweets
    • to be created now and published later.
    • Seesmic : A desktop client to manage your lifestream from Facebook & multiple Twitter accounts.Create groups and searches and view them any way you like
    • Mixero : Twitter client helps in controlling the flow and noise of information – Great to monitor groups and channels
    Useful Twitter tools
  • Useful Twitter tools
    • HootSuite : A shared Twitter platform allowing multiple users,
    • pre-scheduled tweets, and click statistics including charts and
    • your most popular tweets.
    • TweetVolume : Find out what keywords to use based on their
    • popularity and conversation volume on twitter.
    • TweetBeep : The Google Alerts for Twitter, allows you to monitor
    • conversations that mention you, your brand, related/competitor
    • products, and links to your website/blog. Alerted as keywords
    • appear, reducing the need for a manual search.
    • Twitterholic : Find out who has the most followers and who can
    • be an influential asset to your campaign.
    • ExecTweets : Find and follow top executives on Twitter.
    • Twollow : Put in key words and automatically add you to people
    • with those words in there profile.
    • Mr Tweet : Your personal Twitter assistant suggests which influencers
    • and followers…………….