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Understanding Social Media

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A presentation I gave at the American Ad Federation District 5 conference on October 3rd, 2009.

A presentation I gave at the American Ad Federation District 5 conference on October 3rd, 2009.

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  • What the heck is social media. I hate the term. It is right up there with web 2.0, but it seems we are stuck with it. Driven by seminal works like Cluetrain Manifesto and the implosion of the .com boom – it connotes quite a bit of things that have shaped the web in recent years. Still in essence, it is human beings communicating on the web.
  • Section 1 – Brief History of the Brief History of Social NetworksSocial Networks are about facilitating relationships with technology. Social Networks have existed since the dawn of civilization. Friends, families, and people with similar personal, economic, social, or religious views have banded together to help one another. There is a basic human desire for interaction with other human beings. However, throughout history geography, economics, social status, and other factors severely limited the depth and breadth of human interaction. With the advent of the digital age the personal computer, the internet, and the web browser have converted social networks to global, open, social networking sites. Concepts that started in the 70’s as ARPANET and LISTSERV, and then evolved to sites like Classmates.com, Epinions, and Sixdegrees.com, which paved the way for Friendster, Facebook, Blogger, MySpace, LinkedIn, Ning, Twitter, and countless other sites that facilitate human interaction. These are billion dollar businesses with millions of users constantly talking, listening, learning, and sharing information. This new world of hyper-connectivity, information overload, and infinite channels of communication has huge implications. Thus it is imperative for you to gain an understanding of social media.
  • Social media bible defines purposes of social media as being to Communicate, Collaborate, Educate, and EntertainOld forms of media and communication were about shouting. – VOLUME and MASSTelevision, Radio, Print, all based on scarcity of channels and limited access to them.Very much a linear, one way process with limited feedback maybe gathered at the end.This brave new world is about millions of conversations taking place constantly. – DISTANCE & DIALOGUEEase of use / Transparency / Real PeopleEffectivenessLow Cost / No CostFunBasic human need to engage with other human beingsBusiness Interaction – Business to customer, Customer to Customer, Customer to non customer, Citizen to Citizen, Human to HumanDifferent dynamic. Can not control the conversation, but can participate in it. Understand it. Use it to advantage.
  • Magic cure for all that ails you. Just slap on a little social media and all those structural, cultural, and organizational problems will disappear!This is a fallacy. This is flawed thinking. This is the thinking of pets.com It is irrational exuberance. Social media is not magic, but it can be magical.
  • Ghost, Phantom, Bit of an apparition.Can’t touch touch it. Many don’t believe in it.Can’t really hold it or understand it – afraid of it!Scary!
  • Marketing typically champions it, but it is far broader than marketing. Early adopters tend to be in marketingCertainly a way to engage with marketUnless you are integrating throughout organization, not getting real benefit.Human resources, Research & Development, Supply Chain and Vendor ManagementOf course I believe in author Seth Godin’s assertion that “everything a company does is marketing.”
  • Communication channel – Radian6 Social Phone is ringing, customers are on the other end. Are you ignoring them? Is your competition?Imagine 100 years ago people debating the use of phones for businessWhat if somebody says something bad – anyone in the world could hearWhat if somebody shares the “secret sauce?” Now imagine 100 years ago your company had the legal ability to listen to all the calls, talk to callers, understand what was being said, and use it to better understand the marketplace. The very same discussions we have now. Not just your employees calling customers, employees calling employees. Customers calling each other.Cultural / organizational issues, not technology issues.
  • Fluid, changing shape, form, to match surroundings.Need it to survive. Essential to life. Can also drown you if you don’t understand how to swim.
  • Social Media is data, it can be analyzed, incorporated into your infrastructure, and utilized as a powerful analytical tool.
  • Not about the tool. Tools are transient. Friendster gives rise to MySpace gives rise to Facebook and LinkedIn, gives rise to Ning. There are ample tools, and they are the easy part of the equation. That is part of web 2.0 – low barriers to entry with regard to cost, complexity and ease of use. Facebook does not have 300 million people on the platform because it is complicated. So where do you start?
  • Forrester presented POST model in the book Groundswell, by Josh Bernoff and Charlene Li. Great place to start. People – who do you want to talk to Objectives – what are your goalsStrategy – How will this translate to success Technology – What applications are most appropriateThis process is usually less than linear, as the answers seem to come together fairly quickly once the process gets moving forward. Still, each part of the process is critical to consider.
  • Customers, Prospects, Clients, Subsegment of Clients, Employees
  • Creators – publish a blog, web site, video, audio – uber user. Critics – Ratings, reviews, comments – forums, rankings and wikisCollectors – Use RSS, Add Tags to Web pages, Vote for content onlineJoiners – Maintain profile on social network, Visit social networksSpectators – Read blogs, watch video, read forums, read ratingsInactivesAdditionally are they internal or external. Do you have an existing relationship or are they strangers
  • Objectives for Leveraging Social MediaListening – Just like it sounds. Research. What are people saying? What do they want? What do they need? How are we doing? How about competition?Sloan Kettering Example from Groundswell – Understand what it feels like to be your consumer Mini USA – Brand Loyalty, identifying user motivations, developing campaigns around thatTalking – Classic marketing – participating in conversations – HR Block 52 % increase in brand awareness through social media tax prep initiativesBlendtec – will it blend –Ernst & Young – thousands of fans on Facebook – need 3,500 college grads every year. Facebook provides them with access to best talent, best fitHP – countless product blogs used to help customers through decision processEnergizing – making it possible for customers to talk to each other - salesLego – communities of people, Lego ambassadors, user community – all promoting legosSupporting – Customer support - Enabling customers to support one another Dell – support forums, regular people answer questions, Dell rewards them, additional reward of helping othersEmbracing – Development Your customers helping you to develop new innovations and ideasDelMonte- using social media to gather ideas for new products. Starbucks Ideas – customers submit ideas, rank them, offer feedback, deliver innovation
  • Helps you to understand target markets, competition, sets groundwork for innovation.Listening – Just like it sounds. Research. What are people saying? What do they want? What do they need? How are we doing? How about competition?Sloan Kettering Example from Groundswell – Understand what it feels like to be your consumer Mini USA – Brand Loyalty, identifying user motivations, developing campaigns around thatSo many ways to listen. Use services like Technorati, Google Search, NielsenMonitor conversations on your pagesSearch for mention of your company / product / service within networksAsk users to try and provide feedback to you – could incent them to do so
  • Talking – Classic marketing – participating in conversations – HR Block 52 % increase in brand awareness through social media tax prep initiativesErnst & Young – thousands of fans on Facebook – need 3,500 college grads every year. Facebook provides them with access to best talent, best fitHP – countless product blogs used to help customers through decision processBlendtec – will it blend –
  • Supporting – Customer support - Enabling customers to support one another Dell – support forums, regular people answer questions, Dell rewards them, additional reward of helping othersEnergizing – making it possible for customers to talk to each other - salesLego – communities of people, Lego ambassadors, user community – all promoting legosEmbracing – Development Your customers helping you to develop new innovations and ideasStarbucks Ideas – customers submit ideas, rank them, offer feedback, deliver innovation
  • Locally, Socially, Politically, There are groups upon groups of people. These people are talking. These people are connecting. You don’t need a formal organization to organize on a social network. The Long Tail, book by Chris Anderson – infinite niches due to a digital world. This is alive and well on a social network. Opportunity to connect.Never been easier to connect with human beings whom you might be able to help. Never been easier to discover what these people want, need and to satisfy those wants and needs.Lead and people will follow you CHANGE THE WORLD
  • Improve customer satisfactionDeliver new products to marketIncrease overall market shareDrive profitability through supply chain managementWhat are you trying to do with your business. How does social media integrate with that. We are the best in the world at… Social media can enhance this by …
  • Distinct CapabilityHow does social media support your overall business strategyFocusing on optimizing that attribute that makes them unique, special, different, and in the mind of their customers - better
  • This is the million dollar question How do you measure the ROI on social media. First it is a flawed question. It assumes that social media has finite value, like a direct mail campaign. Rather it typically has cumulative value. It should build over time like an annuity.If you have clearly defined business metrics relative to your distinct competency, measure the changes in these metrics.Sure you can and should measure web stats, friends, followers, comments, traffic and the like.
  • Sure you can and should measure web stats, friends, followers, comments, traffic and the like. These are important indicators. Still these need to be integrated into your strategy. What is the dynamic you want to change? How? What will be the outcome?
  • Ning, Facebook, BuddyPress, Wordpress, Google Sites, MySpace, LinkedInDriven by people, objectives, strategy. Becomes apparent.
  • Hawaiian for quick
  • Wikipedia – over 2 million entriesFast EncyclopediaCreated and monitored by user community8th most trafficked site on the web. Not the only source of information, but typically a great starting point – filled with references, links, informationConstantly being updated to include current informationWisdom of Crowds at workWiki’s are numerous. They are an excellent collaboration tool. Many businesses utilize them for project management tools.
  • Hawaiian for quick
  • FacebookMark Zuckerberg founded "The Facebook", originally located at thefacebook.com, on February 4, 2004[10] while attending Harvard University as a sophomore.[11] The company dropped The from its name after purchasing the domain name facebook.com in 2005Facebook recently overtook MySpace as the largest social networking site in the world. Membership was initially restricted to students of Harvard College, and within the first month, more than half the undergraduate population at Harvard were registered on the service. Facebook was then opened to everyone of ages 13 and older with a valid e-mail address on September 26, 2006.Users can see status updates of friends activities, now includes numerous applications – I have on my blackberry.Companies and institutions can create Facebook Pages where users can become their fans. Users can ask questions of them and of each other. Becomes a great source of dialogue.Share photos, files, dataMobile versionCompanies can create pages and groups.
  • Amazing growth, Big businesses
  • Do it yourself social networkingOver 6 million users
  • Rich Site Summary
  • Devour information that interests you when you are hungry for it.
  • Less than 10% of Americans knowingly use RSS
  • Google ReaderYahoo / Google HomepageMobile Apps / Desktop WidgetsYahoo PipesFind feeds at Google Blog SearchLINKEDINGoogle News SearchTechnoratiNews SitesAlltop.comGoogle ReaderSocial MentionTwitter SearchAnywhere on the web
  • Founded in December 2004, Digg had 236 Million Visitors in 2008As people find interesting content on the web they can “Digg” it.The more people that digg it, the higher it ranks. Top ranking items are on front page and receive enormous amounts of traffic.Organization system for the webPeople discuss merits of “dugg” content – debate points discuss issues
  • Stumbleupon and delicious are both sites that allow users to “tag” the webCreate folksonomy for the webYou can view others tagged items, view by category, countless other waysEasy way to track where you have been on the web, keep track of content you valueShare that content with others and discuss
  • Apple gets hundreds of thousands of questions answered by customers for customers
  • YouTube – originally launched as a MySpace application2nd most popular search engine on the webYouTube is a video sharing website where users can upload, view and share video clips. YouTube was created in February 2005 by three former PayPal employees.[1] In November 2006, YouTube, LLC was bought by Google Inc. for US$1.65 billion, and is now operated as a subsidiary of Google.Makes it easy to capture video and share it with the world. Given rise to video blogging. Makes it easy to embed into other sites. Citizen journalists armed with video phones and small movie cameras, capturing every day life.
  • More content was uploaded to youtube in the past 2 months than could have been created if the 3 major networks had been airing all new content 24 x 7 x 365 since 1948Tools are cheaper, better, faster than ever.
  • People willing to sit through ads to get premium content when they want it.
  • Launched in 2004Bought by Yahoo in 2005 Flickr is a site that allows users to easily upload and share photographs. People can tag images by subject, emotion, content, location, quality etc… Creative Commons section allows for people to use images projectsOver 3 billion images in November 2008Picasa
  • Blogger 9th most trafficked site on the web – First platform I ever used. Blogger button in Google ToolbarWordpress is 20th most trafficked site on webTypepadOver 200 million blogsGartner hype cycle – blog is part of framework of business Blogging is easy, posts published in reverse chronological order, opinion, links, embed photos, videos, informationPlatforms like blogger, wordpress, typepad make publishing content to the web simpleI get thousands of visitors per month to my site, davidebowman.comI have met countless people and made amazing connections from my blog. Blogging makes it possible to make friends, share ideas, engage others in conversation
  • TheFutureValueofBusiness.comBlog is just websiteTypically published in reverse chronological orderAnyone can publish content to the web. EasyGoogle loves blogs.
  • Every month I get a few thousand visitors to my site. More than most businesses.
  • Rotary 4 way test
  • You are special, be yourself
  • Millions of conversations. Experienced meteoric growth.Fun way to share links, information – also highly searchable.
  • Search functionality of Twitter is amazing. Any topic, what are people saying right now.
  • Taking the platform to the siteGet Satisfaction solicits feedback Google Sidewiki does same thing.
  • Not just what are you doing, but where are you doing it. Google Latitude, Brightkite, others. What can marketers do for you if they know where you are, what time it is?At a bar at 1:00am – serve up ads for taxi, jail at 3:00am ads for dui attorney
  • What could be more important than communicationWhat if you never answered your business phone?What if nobody in your business did?Why are you guessing what people want?
  • Today business is all about speed. Finding the right people, with the right skills, right now is critical. Social Networks are outstanding tools for finding people who are the right fit for your company.Especially good for young people.Post jobs on social networksWrite about job openings on a blog, integrate into social networkPost jobs on company pageSearch by skills, people you know, by geography, start discussions, locate and ask expertsAsk your friends for candidatesWant to know more about that job candidate. View their linkedin profile and look for recommendations. See if they know any of the same people you know. Look at their facebook page. Is this someone you want to hire?
  • Listening shows customers that you careEncourages feedbackHelps you to understand target markets, competition, sets groundwork for innovation.So many ways to listen. Use services like Technorati, Google Search, NielsenMonitor conversations on your pagesSearch for mention of your company / product / service within networksAsk users to try and provide feedback to you – could incent them to do soSocial networks offer an easy, inexpensive way to listen
  • This is the essence of social media – interactive dialogue. Conversation. Learning. Understanding. It is okay to make your point, but do so in a spirit of mutual understanding and universal truth
  • Social networks provide a wealth of both individual and aggregated data. Every facet of business can benefit from search From list development to prospecting to preparing for meetings, social networks are an amazing tool for getting your homework done.Sales, marketing, etcWhen you go on that sales call, you can talk about the people you know, the non-profit you both work for, the college you both attended, or that crazy friend you both share. Find out information about prospectGet answers to questionsLook deeply into companies and their peopleLook at your competitors – hiring / firing who and why
  • Malcolm Gladwell – The tipping point tells the story of Paul Revere and the midnight ride. There was another man riding that night, William Dawes. Revere was connected and people followed his word. Dawes was not connected, and his message was ignored. Paul Revere was a powerful voice. People knew Paul Revere.
  • Cialdini wrote the book on influence. Literally. Actually he wrote 2.One concept he discusses is the power of the endorsement. Saying “I’m great” is much less effective than someone else saying “he is great” Power of social proof, reciprocity.This is a huge opportunity that social networks can offer. Real time references.Give them, get themRule of reciprocity, recommend someone else, they are very likely to return the favor.Recommendations for your personal work at jobs. Recommendations for your companyVideo of people using your product in fun waysPoint people to your recommendations
  • Building rapport and doing your homework is a huge part of making new friends. Social networking makes it possible for old friends to stay connected with you. This is especially powerful in that it is often the more distant acquaintances that can deliver the most for you in terms of business. Think about it. Those closest to you know, do, and believe much of what you already know to be true. It is by maintaining connection with the periphery that new opportunities and ideas can present themselves. Give to get. There are so many ways that you can use social networking for sales that it is mind boggling. When I worked as an outside sales rep, phone calls to strangers and knocking on doorsWorked, but not very fun and not very efficient. Making friends and helping them connect with people they can help - reciprocitySales promotions on your company pageDirect through advertisementsLearn about needs by monitoring conversations and asking questionsSatisfying needs by answering questions and participating in conversations.
  • Customers engaged in process. Yields new insights, ability to meet needs. Makes them vested in outcome. Create evangelists. Having the world develop your products is an effective way to create innovative new products, and to reach out to new markets.This is a global audience. The barriers to entry are low. Encourage community to innovate with you.Social networks offer you what amounts to a 24 / 7 focus group for your product or serviceYou can ask for suggestions, develop on the fly, reward participation and better connect with your customers
  • Millions of people, connected in different ways. There has never been such a need for leaders. It has never been so easy to lead. You can connect with people, real people. Solve their problems.
  • Transcript

    • 1. Understanding Social Media
    • 2. What is this social media you speak of?
    • 3.
    • 4. History
    • 5. Social Media – Special Sauce Recipe
      1 cup creative thought
      1 dash technical skill
      What exactly isSocial Media?
      2 cups listening
      1 pound trust
    • 6. How social media is presented
    • 7. How social media is perceived
    • 8. More than Marketing*
    • 9. *Everything Is Marketing
      *everything is marketing
    • 10. a little like this…
    • 11. and a lot like this.
    • 12. it’s this too!
    • 13. So should I be on Facebook? Twitter? MySpace? Blogger? Posterous?Ning?
      Wordpress?
      LinkedIn?
    • 14. Define the job beforeyou pick the tools
    • 15. Start Here
      people
      objectives
      strategy
      technology
      Finish Here
      Forrester Model
    • 16. Start Here
      Start Here
    • 17. Who are you people?
      collectors
      creators
      critics
      spectators
      inactives
      joiners
    • 18. Objectives
    • 19. Listening
    • 20. Talking
    • 21. Engaging
    • 22. Leading
    • 23. Strategy
    • 24. We are the best in the world at…
    • 25. Measure
    • 26. Measure properly
    • 27. Technology
    • 28. Wikis
    • 29. The Wisdom of the Crowd
    • 30. How could you use wikis?
    • 31. Social Networks
    • 32.
    • 33.
    • 34.
    • 35. $11,750,000,000
    • 36.
    • 37.
    • 38. How could you use Social Networks?
    • 39. RSS
    • 40. Disclaimer: RSS will receive inordinate attention during this presentation.
    • 41. What is RSS?
    • 42. Real Simple Syndication
    • 43. Rich Site Summary
    • 44. WTF is RSS?
    • 45. Fast, Friendly
      Free Delivery
    • 46. Feed Me
    • 47. Competitive Advantage
      <10%
      use rss
    • 48. But I’m Not Tech Savvy
    • 49. It’s So Easy
    • 50.
    • 51.
    • 52. How could you use RSS?
    • 53. Tagging
    • 54. Can You Digg It?
    • 55. Tag!
    • 56. How could you use tagging?
    • 57. Forums
    • 58.
    • 59.
    • 60. How could you use forums?
    • 61. audio, video, photos
    • 62.
    • 63.
    • 64. And now a word from our sponsors
    • 65. Will it blend?
      Real People…Talking
    • 66.
    • 67.
    • 68.
    • 69. Every picture tells a story
    • 70. http://www.flickr.com/photos/tenioman/2771903123/sizes/l/
    • 71.
    • 72. How could you use audio, video, & photos?
    • 73. blogs
    • 74. Blogs
    • 75. www.TheFutureValueofBusiness.com
    • 76.
    • 77. Is it TRUTH?
      Is it FAIR to ALL concerned?
      Will it build GOODWILL & BETTER FRIENDSHIPS?
      Will it be BENEFICIAL to ALL concerned?
    • 78. You are special
      Beyourself
    • 79. How could you use blogs?
    • 80. microblogs
    • 81. What Are You Doing?
    • 82.
    • 83.
    • 84. Tweetdeck
    • 85. How could you use microblogging?
    • 86. Other cool tools
    • 87.
    • 88.
    • 89.
    • 90.
    • 91.
    • 92. Where do you find the time?
    • 93. Effective use of time
    • 94. And now… quotes from smart people
    • 95. If I were running a company today, I would have one priority above all others: to acquire as many of the best people as I could.
      - Jim Collins, Good to Great
    • 96. Listening drives credibility.
      • Pete Blackshaw, Satisfied Customers Tell Three Friends, Angry Customers Tell Three Thousand
    • Seek first to understand and then to be understood
      Stephen Covey
      The 7 Habits of Highly Effective People
    • 97. Do your homework.
      • Keith Ferrazzi, Never Eat Alone
    • The more acquaintances you have, the more powerful you are.
      • Malcolm Gladwell,
      The Tipping Point
    • 98. Get someone else to speak on your behalf.
      -Dr. Robert B. Cialdini, Yes!
    • 99. People want to do business with their friends.– Jeffrey Gitomer, Little Red Book of Selling
    • 100. Product development is hard. Why not let your customers help you with it?
      Charlene Li, Josh Bernoff
      Groundswell
    • 101. Everyday it gets easier to tighten the relationship you have with the people who choose to follow you.
      – Seth Godin, Tribes
    • 102. Don’t be afraid to experiment
    • 103. Connect with me
      David E. Bowman
      Marketing Manager
      LÛCRUM Inc.
      davidebowman.com

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