Introduction To Social Media


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Presentation given to Society of Marketing Professional Services on Feb. 26, 2009

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Introduction To Social Media

  1. 1. INTRODUCTION TO SOCIAL MEDIA Diane K. Danielson, ceo,
  2. 2. Social media flowchart Target market You Blogs Website Blogs Website
  3. 3. Social media by the numbers 175,000,000 - number of active Facebook users 133,000,000 - number of blogs indexed by Technorati since 2002 36,000,000 – number of LinkedIn users 5,000,000 - estimated number of Twitter users
  4. 4. Why we can’t ignore online networking - 2006
  5. 5. Why we can’t ignore online networking - 2008
  6. 6. Web 2.0 or Social Media <ul><li>Web 2.0 = platform/tools </li></ul><ul><li>Social media = content </li></ul><ul><li>It’s all about the “user generated content” </li></ul>
  7. 7. Social media and professional services <ul><li>Marketing individuals </li></ul><ul><li>Marketing expertise </li></ul><ul><li>Building your company brand one individual at a time </li></ul>
  8. 8. Why social media differs from traditional marketing <ul><li>Social interaction = 2-way conversation </li></ul><ul><li>ROI is difficult to measure: </li></ul><ul><ul><li>Based on time not $$$ </li></ul></ul><ul><ul><li>Difficult to track word of mouth </li></ul></ul><ul><li>But, you can track clicks. </li></ul>
  9. 9. <ul><li>The backbone of social media </li></ul>Blogs
  10. 10. Blogs: The backbone of social media Target market You Blogs Website Blogs Website
  11. 11. “ Blogs are so 2004 ” Paul Boutin, Wired <ul><li>Blogs as standalones may be “dead” but as a business tool, they are just starting to emerge. </li></ul><ul><ul><li>To interact with your target market </li></ul></ul><ul><ul><li>To showcase expertise </li></ul></ul><ul><ul><li>As your actual website </li></ul></ul><ul><ul><li>Add live content on static websites </li></ul></ul><ul><ul><li>For when e-newsletters are replaced by RSS feeds </li></ul></ul><ul><ul><li>To feed content to Facebook, Twitter and LinkedIn </li></ul></ul><ul><ul><li>As a way to get that book you've always wanted to write out of your system! </li></ul></ul>
  12. 12. Blog uses – To interact with your target market <ul><li>Corporate blogs </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Blogs v. Communities </li></ul><ul><ul><li>Blogs – work even without comments </li></ul></ul><ul><ul><li>Communities – need active participation </li></ul></ul>
  13. 13. Blog uses – to showcase expertise
  14. 14. Blog uses – on your website Blogs as integral parts of website (right) and as a widget (below).
  15. 15. Blogs – how much, how often? <ul><li>Minimum = 1 per week/10 days. </li></ul><ul><ul><li>Standalone blog v. blogging platform (, yahoo shine, etc.) </li></ul></ul><ul><li>How to do daily posts: </li></ul><ul><ul><li>Link to other items </li></ul></ul><ul><ul><li>Pre-post items </li></ul></ul><ul><ul><li>Create a group blog </li></ul></ul>
  16. 16. RSS feeds <ul><li>Really Simple Syndication </li></ul><ul><ul><li>RSS is a program that helps publishers distribute headlines of blog posts (or other items like calendar listings). </li></ul></ul><ul><ul><li>Readers can pull in blog feeds (i.e. headlines) onto their iGoogle or myYahoo home pages or sent to email. </li></ul></ul><ul><ul><li>This is how many people read traditional newspapers. </li></ul></ul>
  17. 17. RSS Feeds – other uses <ul><li>Blog directories </li></ul><ul><li>Feed to Twitter/Facebook Status ( </li></ul><ul><li>Online press releases </li></ul><ul><li>As footers on emails </li></ul><ul><li>Why those first five words count: sometimes they are the only ones that show! </li></ul>
  18. 18. <ul><li>LinkedIn, Facebook, Twitter </li></ul>Social Networks
  19. 19. <ul><li>Start with your own profile </li></ul><ul><ul><li>Make public/update URL </li></ul></ul><ul><li>Meet people through: </li></ul><ul><ul><li>Search by name/keyword </li></ul></ul><ul><ul><li>Groups – join others or start your own. </li></ul></ul><ul><ul><li>Answers – share you expertise. </li></ul></ul><ul><li>Create a company profile </li></ul>
  20. 20. Sidebar: A bit about search <ul><li>“ Spiderbot, spiderbot, goes wherever a spiderbot goes ….” </li></ul><ul><li>Top US websites (Facebook 4, LinkedIn 45, Twitter 338). </li></ul><ul><li>Why you should write a book review on Amazon. </li></ul>
  21. 21. <ul><li>Profiles, Groups and Pages </li></ul><ul><li>Apps and throwing sheep </li></ul><ul><li>Social ads </li></ul><ul><li>Status reports (microblogging) </li></ul><ul><li>The ultimate “warm call” </li></ul><ul><li> partnership </li></ul>
  22. 23. <ul><li>Why do people twitter ? </li></ul><ul><li>30/30/30/10 rule </li></ul><ul><li>Ways to meet people </li></ul><ul><ul><li>Follow people </li></ul></ul><ul><ul><li>RT/DM/@ </li></ul></ul><ul><ul><li>Live-tweeting events </li></ul></ul><ul><ul><li>Asking questions </li></ul></ul><ul><ul><li>“ look for the @stream” </li></ul></ul><ul><ul><li> </li></ul></ul>
  23. 24. <ul><li>Bookmarks and blog directories </li></ul>Sharing Stuff
  24. 25. Bookmarks
  25. 26. Lifecycle of an online story <ul><li>Post story on blog </li></ul><ul><li>Tweet/Facebook about it. </li></ul><ul><li>Friends Retweet/Share it </li></ul><ul><li>You and other friends Digg/Stumble it. </li></ul><ul><li>Their friends Tweet/Facebook about it </li></ul><ul><li>Friends of friends Retweet/Share it … </li></ul>
  26. 27. Lifecycle of an online story <ul><li>And it stays online forever because as a wise man once said: “getting something off the internet is like trying to get pee out of a pool.” </li></ul>
  27. 28. Final Tips <ul><li>Pick one or two to focus on and really learn. </li></ul><ul><li>Have a consistent photo across mediums. </li></ul><ul><li>Raise the energy or intellectual level of the conversation. </li></ul><ul><li>Schedule time for this into your week. </li></ul><ul><ul><li>Have set days/times </li></ul></ul><ul><ul><li>Test out a new feature each time </li></ul></ul><ul><ul><li>Make X number of new connections </li></ul></ul>
  28. 29. Recommended Reads <ul><li>Here Comes Everybody: The power of organizing without organizations – Clay Shirky </li></ul><ul><li>Groundswell – Charlene Li and Josh Bernoff </li></ul><ul><li>Tribes – Seth Godin </li></ul><ul><li>I’m on LinkedIn, Now What ? – Jason Alba </li></ul><ul><li>I’m on Facebook, Now What? – Jason Alba </li></ul><ul><li>Me 2.0 – Dan Schawbel </li></ul>
  29. 30. Diane K. Danielson ceo, Target market You Blogs Website Blogs Website
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