Social Media   Primer  Putting Aside the Hype – How to Leverage Web 2.0  for Measurable ROI July 2010
What is   Social Media?  Social media is an umbrella term that defines the various activities that integrate  technology ,...
Why Social Media  is Relevant When asked by the FBI why he robbed banks, Willie Sutton simply replied,  "Because   th...
Living in an   Online World <ul><li>Over 1 billion  people over the age of 15  online worldwide . (ComScore, Jan. 09) </li...
Winners   and Losers Newspaper employee buyouts and layoffs in the United States, Editor & Publisher Magazine
Measurable Social   Media Applications <ul><li>Lead generation </li></ul><ul><li>Customer Support </li></ul><ul><li>Enterp...
Proven Social  Media Tactics <ul><li>Executive Blogging and Promotion </li></ul><ul><li>Blogger Relations </li></ul><ul><l...
The Foundation of  Social Media is Content <ul><li>Engage </li></ul><ul><li>Educate </li></ul><ul><li>Entertain </li></ul>
Easing into  Social Media <ul><li>Establish strategic objectives and evaluation benchmarks </li></ul><ul><li>Define a cont...
Social Media  Campaign Framework Web Property #1 Corporate Site Web Property #2 Executive Blog Social Network Engagement B...
3 Phases of  Social Media Maturation <ul><li>Pockets of Innovation  – who are the champions in the organization? </li></ul...
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Getting past to hype, to the ROI of social media

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  1. 1. Social Media Primer Putting Aside the Hype – How to Leverage Web 2.0 for Measurable ROI July 2010
  2. 2. What is Social Media? Social media is an umbrella term that defines the various activities that integrate technology , social interaction , information exchange , and the sharing of words, pictures, videos and audio . This interaction, and the manner in which information is presented, often results in the creation of communities of like-minded individuals .
  3. 3. Why Social Media is Relevant When asked by the FBI why he robbed banks, Willie Sutton simply replied, &quot;Because that's where the money is . &quot;
  4. 4. Living in an Online World <ul><li>Over 1 billion people over the age of 15 online worldwide . (ComScore, Jan. 09) </li></ul><ul><li>183 million U.S. Internet users watched video in May 2010 (Comscore) </li></ul><ul><li>Over 193 million domain names registered worldwide (March 2010, VeriSign) </li></ul><ul><li>Facebook has grown to more than 400 million users (June 2010) </li></ul><ul><li>The average Facebook user spends 55 minutes per day in the site, and the social network’s fastest-growing demographic are those 35 and older (Nielsen) </li></ul><ul><li>Users upload 24 hours of new video content to YouTube every minute (Mashable) </li></ul><ul><li>LinkedIn has over 70 million users, 50% from outside the U.S. (June 2010, LinkedIn) </li></ul><ul><li>Twitter has more than 105 million users who send 55 million tweets per day (April 2010, Twitter) </li></ul>
  5. 5. Winners and Losers Newspaper employee buyouts and layoffs in the United States, Editor & Publisher Magazine
  6. 6. Measurable Social Media Applications <ul><li>Lead generation </li></ul><ul><li>Customer Support </li></ul><ul><li>Enterprise sales support </li></ul><ul><li>Competitive intelligence gathering </li></ul><ul><li>Deal capture </li></ul><ul><li>Distribution partner identification and cultivation </li></ul><ul><li>Search engine optimization (SEO) </li></ul><ul><li>Executive visibility and thought leadership </li></ul><ul><li>Reputation management </li></ul><ul><li>Employee recruitment </li></ul><ul><li>Team, culture and morale building </li></ul>
  7. 7. Proven Social Media Tactics <ul><li>Executive Blogging and Promotion </li></ul><ul><li>Blogger Relations </li></ul><ul><li>Social Network Engagement (LinkedIn, Facebook, etc.) </li></ul><ul><li>New Media Utilization (YouTube, Twitter, widgets, etc.) </li></ul><ul><li>Community Creation (GovLoop, Break Down the Walls) </li></ul>
  8. 8. The Foundation of Social Media is Content <ul><li>Engage </li></ul><ul><li>Educate </li></ul><ul><li>Entertain </li></ul>
  9. 9. Easing into Social Media <ul><li>Establish strategic objectives and evaluation benchmarks </li></ul><ul><li>Define a content strategy and editorial mission </li></ul><ul><li>Select social media tactics and tools for distribution, promotion and engagement </li></ul><ul><li>Execute…develop content once and distribute through multiple channels – and stick with it! </li></ul><ul><li>Measure against benchmarks (i.e. readership, SEO, lead generation, sales cycle marketing, etc.) </li></ul>
  10. 10. Social Media Campaign Framework Web Property #1 Corporate Site Web Property #2 Executive Blog Social Network Engagement Blogger Relations Executive Blog Promotion Key Word Evaluation New Media Utilization Pay Per Click Ads
  11. 11. 3 Phases of Social Media Maturation <ul><li>Pockets of Innovation – who are the champions in the organization? </li></ul><ul><li>Bridging to Pervasive – success attracts attention and broadens interest </li></ul><ul><li>The Last Mile – the toughest phase, be ready to experiment with various tactics, be transparent, don’t be afraid to try things that may not work </li></ul>
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