Social Media Presentation

• What is Social Media• Say hello to Networking• Everyone is a Publisher• A Picture is Worth a Thousand Words• RSS• Mobile Strategy• Access Model

Social media is all about enabling conversations.

You Cannot control conversations, but you can influence them.

• Influence is the bedrock upon which all economically viable relationships are built & Paranoia has a purpose

• It’s all about engagement –Communication –Collaboration –Education –Entertainment

• Find and Exploit Your Niche• The Formula for Success: Experiment and Explore

Self Assessment: Social Media Inside Your Organization–Would people in your organization be more effective if they could communicate more quickly and precisely with one another?–Would people in your organization be more productive if they were able to work in a more collaborative environment?

Self Assessment: Social Media Inside Your Organization– Does entertainment play a role in the way your company operates? In other words, could the environment be improved by increasing the fun quotient?– Could employee training and development be improved?– Do people in you organization feel as though they are stakeholders? In other words, are they fully engaged in the business’s mission

• Social Media Marketing as tactic – Advertising – Direct Mail – TV ad – Newspaper / Magazine – SOCIAL MEDIA Marketing • Advertising • Communication

• Facebook• Twitter• Linked In• Foursquare• Flickr• YouTube

Facebook.com/Facebook• 845 million monthly active users at the end of December 2011.• Approximately 80% of monthly active users are outside the U.S. and Canada.• 483 million daily active users on average in December 2011.• More than 425 million monthly active users who used Facebook mobile products in December 2011.• Facebook is available in more than 70 languages.

• 150m+ professionals around the world as of February 9, 2012• As of February 9, 2012, LinkedIn counts executives from all 2011 Fortune 500 companies as members; its corporate hiring solutions are used by 82 of the Fortune 100 companies.• More than 2 million companies have LinkedIn Company Pages.

An information network• Twitter is a real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting.• Simply find the accounts you find most compelling and follow the conversations.

• Mention Once youve signed up and chosen a Twitter username, you and others can mention an account in your Tweets by preceding it with the @ symbol, eg: "Glad your shipment arrived @janesmith!“• Retweet When you see a Tweet by another user that you want to share, click Retweet below it to forward it to your followers instantly.• Message f you want to privately Tweet to a particular user whos already following you, start your Tweet with DM or D to direct-message them, eg: "DM @joesmith234 what is your order number?"

• Hashtag Users often prepend # to words in their Tweets to categorize them for others eg: "Check out our new products for the Fallhttp://t.co/link2 #fallsale" Think of hashtags as the theme of your Tweet. Users can then click on a hashtag to see other similarly-themed tweets and find yours in search.

• Google alerts• Facebook.com/srch.php• Hootsuite• Tweet Deck• Search.twitter.com• Youtube search• Tweetchat.com

Monthly Traffic: US 4,139,948 Global 7,912,372 Via http://www.quantcast.com/macrumors.com

Free Daily Email- In August 2008, Comcast bought Daily Candy for @ $125 Million

20+ million unique monthly visitors

What’s in it for you?• Three compelling reasons to think like a publisher: –Survival –Increased Revenues –Higher Profit Margins

Social Media Judo• Using your opponent’s mass to your advantage• Cooperation (Trip Advisor / Orbits)

Monetize Your Experience • Convert knowledge / Perspective into content • Determine how many of your customers are onlineCar Talk: Most Popular show on NPR

Content• How would you develop content around your expertise if you owned a bakery or ran a lumber supply business?• Better yet, how will you do it for your current business?

Basic Principles• Find a voice that can fill a need or solve a problem• Establish Audience Archetypes or Personas• Create a Community• Make it Free

Encourage User-Generated Content

Five Ways Content Engages People1. The will willingly become co-producers or content contributors.2. They will comment on content that you or someone else in the community has created.3. They will refer your content to friends or colleagues.4. They will simply read your content5. They will ignore your content

Master the Social Media Press Release

Can you really make money?• You Can make money with your content and you can help your business survive and thrive, but it’s not accidental. You need to plan for success.• Readability: news release earns 4,283 page reads, wins $1,000 from PRWeb

Photo Sharing• “What if a prospect you were trying to land was doing some research on your product and went to Google Images, Flicker, or PhotoBucket and searched for either your trademarked name or a generic description of your product--- and they found photo after photo?”

Google Images

Flicker

Picasa

Commandments• Thou shalt take a lot of photographs• Thou shalt edit your photographs• Thou shalt upload• Thou shalt use meta tags and descriptions• Thou shalt create and join groups• Thou shalt comment

YouTube

Live-casting Ustream.TV

Live-casting Facebook Live

Live-casting Livestream.com

Live-casting Blog talk Radio

Live-casting Cinch

Livecasting Justin.TV

Live-casting• Thou Shalt explore live-casting• Thou shalt get a webcam• Thou shalt try a webinar or your own radio show• Thou shalt try a web conference

Leaders• Challenge the status quo• Build a culture• Curiosity• Connect ppl to one another• Commit• Create a movement!

RSSReally Simple Syndication

A way to feed your web pages, blogs, audio, video, photographs automatically to people who subscribe to your feeds.

Are Small Icons found on nearly allblogs, websites, news sites, sports sites …

The Cloud

Search Engine Optimization

• Techniques by which you optimize your web pages, photos, and even videos to maximize search engine rankings.• When people are conducting an online search for the type of product or service you provide, they will use their favorite search engine. Type in one or two words.

Commandments• Thou Shalt understand your keywords for every page• Thou shalt check your page titles• Thou shalt check your meta keywords• Thou shalt build your external reputable links• Thou shalt never try to trick a spiker• Thou shalt always have a strong WIIFM

Survey of 2,365 adults• 19% 55+ use features.• 15% say they download ringtones. 56% 18 - 34 rely on features• 47% download ringtones.• Men more likely to use features on a cell phone than women.

Communication Collaboration Education Entertainment

• How is your communication perceived by your audience?• How do you measure the effectiveness of your communication strategy?• Which particular strategy triggers the most beneficial action, response, or behavior from your audience?• Most don’t measure• Social Media tools allow measurement & Feedback

• What tools does your company use to foster collaboration among coworkers• While brainstorming, email, fax machines might be considered collaboration tools.• Company Wiki• Customer Advisory Committee

Convert your expertise into content5,000 channel views >@ 200 Subscribers >>One video has 35,000 views >Product Placement

•Don’t Be afraid toexperiment.•Be interesting andcompelling rather thanmiss the mark.•Don’t avoid humor, justrespect it

Blog >>>>> Book $300,000 advance >>>> YouTube>>> Through 2008 Blog 51million hits

100 Million YouTube hits

• Embracing social media doesn’t mean you should abandon everything you’ve learned about business, but it does require you to challenge a few of the practices you’ve probably been observing for years.• Careful management and protection of your brand. – A brand means something to your cust. – The relationship between the brand and cust. Needs to be nurtured

• Rule one: Social media is all about enabling the conversations among your audience or market.• Rule Two: You cannot control conversations with social media, but you can influence them.• Rule Three: Influence is the bedrock on which all economically viable relationships are built. – Paranoia in business is good

You as Publisher How do you determine content? Your content consists of:• Products and services you promote on the Internet• Expertise you package, often to complement your products and services• Things you allow or encourage your audience to contribute (UGC)• Conversations about your content that you enable, influence and archive.

• Five Behaviors people will exhibit towards your content.1. They will become active co-producers2. They will comment on content3. They will refer your content to friends or colleagues4. They will simply view your content5. They will ignore your content.

1. Metropolis Communities – MySpace Facebook. They have millions of members with diverse interests. People don’t generally join Metropolis Communities because they’re trying to find plumbers, blenders, or mousetraps. They join to have conversations with friends and share moments.2. Affinity Communities: Some people are passionate about NPR – You can become a member NPR.org and actively engage other members.3. Intra company Communities.4. Vertical Communities: Industry or lifestyle specific communities. (Associations)5. Horizontal communities: Not industry specific, but focus on functional groups or expertise that can cut across industries. Human resources, supply chain management.

• What functions and features do I want to have available to my community?• What will be the expense of building and maintaining the community?• Will I need internal human resources to build and maintain the community, or can I outsource the work?• How long will it take to get the community launched?• What are my competitors doing in this space and what tools do they appear to be deploying?

• Appoint a community manager – someone there to welcome people as they come in the door.• Identify community evangelists• Align your content with audience needs• Encourage user generated content

• AUDIENCE• CONCEPT• COMPETITION• EXECUTION• SOCIAL MEDIA• SALES VIABILITY

• Create Audience personas for your community• Develop and validate the concept behind your content• Assess your competition• Validate the execution of your concept• Make Social Media a part of your success formula• Assess your concept’s sales viability

Your Audience is Crucial• Term Audience vs. Market, Market Niche, Market segment, market space• In most conversations, you should be able to use the terms audience and market interchangeably.• As you develop internal and external Social Media Strategies, you’ll begin to appreciate the subtle differences

Identifying your audience• Audience - Consumes content and represents an opportunity for an interactive relationship – The relationship allows you to employ four pillars – Communicate – Collaborate – Educate – Entertain – A Social Media Audience is Quicker than a traditional market to react to things. – Your ability to quickly alter a messaging or positioning strategy or the attributes of your offering is enhanced by increased audience reaction times. – Hence Your relationship is crucial to your success

Identifying your audience• Demonstrated behaviors: Frequent shopper card determine purchase behaviors/patterns• Online tracking – Google Analytics• Those who join your community by registering or creating a profile are more valuable because you can connect their online actions to personally identifiable information.

Identifying your audience• Self Reported Behaviors:“What people say they do and what they actually do are not always the same”• Surveys, Virtual Focus Groups• Collaborative tools

Identifying your audience• Attitudes, Values, Beliefs:• Core Values vs. Specific Values – Specific values = being frugal, or environmentally focused• Beliefs: are a subjective perception of the degree to which a product or service functions based on key attributes• Beliefs and personal values create either favorable or unfavorable attitudes about products and services

Identifying your Audience• Needs and Preferences:• A Need is a validated requirement necessary to function in a particular environment• Your Audience preferences require you to either ask them or to tap into their demonstrated or self-reported behaviors to find a predictive pattern.

Identifying your audience• Demographic Data:• Age• Education• Location• Household income

Identifying your audience• Professional, Social, and Service Organizations: People who join organizations tend to be good networkers, connectors, promoters, and influencers of other people.

Identifying your audience• Influencers and Promoters: Within in every group, you will find a small number of individuals who have a knack for influencing what other members of the group say.• These people have tremendous viral value Guy Kawasaki Gary Vaynerchuk Seth Godin

Creating Audience Archetypes or Personas• Create four or five audience archetypes or personas• Find common characteristics that allow you to visualize and interact with each one.• Rather than an audience of hundreds or thousands, you’re reaching out to a small group of four or five.(In reality, you are reaching hundreds or thousands, but by using personas you can create the verisimilitude of a dinner conversation with friends)

Importance of Your Concept• What is your Concept?• Take some aspect of your business and consider the challenges defining the community around it.• Think in terms of the needs of your potential community rather than the needs of your business.

Importance of Your Concept Your business needs to make stuff and sell stuff or provide services that make money.• You will not be successful rallying people around your need to generate revenue• People need to know something about your area of expertise.

Convert your concept into a concept statement“An online community for people who are interested in organic gardening. The community would feature expert advice on how to grow a wide variety of vegetables. The website for the community would feature photos and videos showing the different aspects of starting and maintaining an organic garden. Community members would be encouraged to upload their own photos, videos and share their organic gardening experiences. Community members would also be able to rate and comment on different products available to organic gardeners. This web site would also offer a vegetable exchange center where people can barter and trade their organic produce.” pg. 727

Prepare and test and validate your concept • Opportunity Analysis: • Provide more details than your concept statement • Demonstrate some sample material to show how you intend to execute upon your concept. • Determine what other companies, organizations or individuals may be competing for the attention of your potential audience.

Understanding Your Competition• Competition is a good thing• Competition means there is an audience• No competition means there is no audience• The Key: Understanding your competition well enough that you are able to determine the compelling advantages of your concept over theirs.

Understanding Competition• The Difference between Knowing and Understanding• Spreadsheet: create lists -visit sites: – Features attributes – Which tools are they using? – Consider the quality of their content – Determine how active their community members are.

Essence of Execution “The devil is in the details”Theories:1. Simply get your content on the market and accept the fact that it’s not perfect. – Note: If your competitors have staked their turf, you can not risk entering with subpar content.2. Do your research and analysis, take careful aim and fire only when ready. – Note: You give up first mover advantage

Essence of Execution• What Exactly is Execution?The sample content that gives your potential audience the flavor and fell of the finished offering.• Video, Audio, Photos and more.1. Demonstrate to your audience that your concept statement can be realized2. Highlight at least a few of the comparative advantages of your concept over your competition.

Essence of Execution• The Third Theory: The ACCESS Model is the third theory, and it combines the best of the other two theories.• Involving your audience in the process of refining and positioning your concept.• By asking a slice of your audience to rate and review your concept statement and sample execution you do not run the risk of simply throwing content at them.

Social Media• Opportunity Analysis: Get a large sample of people to review and comment on your concept statement and sample materials.• Your 100 – word concept statement• Four or five brief samples of content that highlights the execution of your concept• Self-reported behavior questions that focus on the things they already to relative to your concept. (does their behavior suggest a need for your concept?)

Social MediaCont..What you will be presenting to and seeking from those involved in your opportunity analysis:• Self-reported behaviors questions relative to your competitors. (How do they currently interact with potential competitors?)• Attitude, value, and belief questions relative to your concept• Preference questions relative to your concept• Questions about professional, social, and service organizations to which they belong• Basic demographic questions and contact information

The Wisdom of the Crowd and Crowd Sourcing Doing an opportunity analysis is a method of leveraging the wisdom of the crowd – Your Audience. Book argues: Knowledge of a group will often surpass that of any one individual

Sales Viability• What are you selling to your community?• Six Revenue Models: 1. Products, services, and information: most traditional 2. Advertising and sponsorship: Advertising opportunities on your site. Or event sponsorship 3. Transactions or Commissions: revenue generated by taking a commission or a transaction fee. (i.e. hotels.com Charles Schwab) 4. Subscriptions: Sell subscriptions 5. “Freemium”: offers something for free and an upgraded or premium version 6. SaaS: “Software as a Service” Survey Monkey, Google Apps.

• Introduce the Social Media Awareness Index to others at your organization• Aggregate the numbers based on your colleagues’ social media tool scorecards• Locate your social media starting point• Determine your company’s social media readiness from a technology standpoint.

• Define your personal social media strategy• Define a 12-month social media macro strategy for your business• Work through a six step process for implementing your strategy

• Step one: Define a 12-month social media macro strategy. –Add a tool each month –Select your 12 tools

• Step two: Engage Your Employees – Use the tools on a day to day basis• Step Three: Get Closer to Customers and Prospects – Create a public facing blog – Use search tool to identify blogs and topics that may be important to your business – Create a face book account for your company – Use tools such as Go To meetings to engage your customers and prospects

• Step Four: Think like a publisher• Step Five: Create a community• Step Six: Measure what’s most important

•Wild and evolving•Many opportunities•Go forth and connect!

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Social Media Presentation

by Cheryl Lawson on Nov 13, 2009

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Social Media Presentation — Presentation Transcript