Social Media… … the brand-building, buzz-generating, ordering, buying, reviewing, selling, customer retention, so you can ...
 
What is social media? <ul><li>Internet- and mobile-based tools for sharing and discussing information among human beings. ...
What social media is not <ul><li>Social networking </li></ul><ul><ul><li>Social networking has always existed </li></ul></...
What is social media…to business? <ul><li>The use of Internet- and mobile-based tools to: </li></ul><ul><ul><li>Engage cus...
What is social media…to business? <ul><li>… and Brand your organization, product, or service. </li></ul>
How social media delivers <ul><li>Promotion </li></ul><ul><ul><li>Last minute promotion of Montgomery Inn ribs to celebrat...
<ul><li>It’s the way people of all ages and demographics are communicating </li></ul><ul><li>Studies show consumers resear...
Is social media relevant? <ul><li>Facebook.com- Social Network Site 400+ Million Active Users 1.5+ million “local” busines...
Is social media relevant? <ul><li>A.C. Nielsen  created multi-million dollar company focused entirely on measuring social ...
Types of social media <ul><li>Weblogs/Blogs—Blog.Wired.com, Okeeffepr </li></ul><ul><li>Microblogs—Twitter </li></ul><ul><...
Strengths/Weaknesses <ul><li>Strengths </li></ul><ul><ul><li>Real time </li></ul></ul><ul><ul><li>Generates direct consume...
Important points <ul><li>You DO need to  communicate  your message </li></ul><ul><li>You CAN  measure  impact of social me...
The tools! <ul><li>Website.  It all starts here! </li></ul><ul><ul><li>The basis for all PR, branding, social media </li><...
The tools! <ul><li>E-newsletter </li></ul><ul><ul><li>Ensures regular contact </li></ul></ul><ul><ul><li>Promotes/strength...
The tools! <ul><li>Blog </li></ul><ul><ul><ul><li>Enable direct communication with and feedback from audiences </li></ul><...
The tools! <ul><li>Social Media Release </li></ul><ul><ul><li>Online news dissemination device </li></ul></ul><ul><ul><li>...
The tools! <ul><li>Microblog—Twitter </li></ul><ul><ul><li>Limited to 140 characters per entry </li></ul></ul><ul><ul><li>...
The tools! <ul><li>Social Networking Communities </li></ul><ul><ul><li>What are you doing? </li></ul></ul><ul><ul><li>Who ...
The tools! <ul><li>Social Media Applications—FourSquare </li></ul><ul><ul><li>Encourages people to explore their communiti...
What’s next? <ul><li>Google Wave </li></ul><ul><ul><ul><li>Collaborative tool </li></ul></ul></ul><ul><ul><ul><ul><li>Equa...
Social media for B2C <ul><li>Cincinnati Sports Leagues (CSL)  (gocsl.com) </li></ul><ul><ul><li>Objectives </li></ul></ul>...
Social media for B2B <ul><li>General Data Company  (general-data.com) </li></ul><ul><ul><li>Objectives </li></ul></ul><ul>...
How not to use social media <ul><li>Motrin (Johnson & Johnson)  (motrin.com) </li></ul><ul><ul><li>Objective </li></ul></u...
Questions? 513.221.1526 dan@okeeffepr.com  / linkedin.com/in/danokeeffepr / Twitter.com/danokeeffe www.okeeffepr.com   Who...
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Social Media For Business 2 23 2010

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Determine how to use social media for your business. It's the branding tool of choice today for many businesses...and possibly your competitors.

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  • Daniel Graff’s niece—21, does not use websites, only Facebook Nicholas—13, Facebook is for “old people;” uses MySpace Partner in Accounting firm—only uses Facebook to reconnect with old high school friends, but sees not business purpose 12 years ago, I often heard, “Why do I need a website? I’m not selling anything over the Internet.” from business owners.
  • On Ustream alone, Tiger’s press conference drew 683,000 views. Within the first hour after the press conference,…93,000 tweets about the event. All of this began at 11:00 am...on a work day. In early February, Jim Lentz, President/COO, Toyota Motor Sales, USA, submitted to an interview on Digg Dialog (at Toyota’s request), a video blog subset of the Digg.com social media site. The 30-minute interview drew more than 870,000 viewers within the first 48 hours of its airing. Digg currently counts more than 40 million users.
  • Digg Dialog interview with Toyota GM learning from Toyota’s example; using Twitter to listen to and address consumer issues
  • Social Media For Business 2 23 2010

    1. 1. Social Media… … the brand-building, buzz-generating, ordering, buying, reviewing, selling, customer retention, so you can make money in the new century medium Are you paying attention?
    2. 3. What is social media? <ul><li>Internet- and mobile-based tools for sharing and discussing information among human beings. </li></ul><ul><ul><li>Wikipedia </li></ul></ul>
    3. 4. What social media is not <ul><li>Social networking </li></ul><ul><ul><li>Social networking has always existed </li></ul></ul><ul><ul><li>Exchange of ideas between two or more people </li></ul></ul><ul><li>E-commerce </li></ul><ul><ul><li>Limited to online or mobile monetary transaction between parties </li></ul></ul><ul><ul><li>Can be a function, component or result of social media </li></ul></ul>
    4. 5. What is social media…to business? <ul><li>The use of Internet- and mobile-based tools to: </li></ul><ul><ul><li>Engage customers </li></ul></ul><ul><ul><li>Collect consumer data </li></ul></ul><ul><ul><li>Share information </li></ul></ul><ul><ul><li>Generate awareness… </li></ul></ul>
    5. 6. What is social media…to business? <ul><li>… and Brand your organization, product, or service. </li></ul>
    6. 7. How social media delivers <ul><li>Promotion </li></ul><ul><ul><li>Last minute promotion of Montgomery Inn ribs to celebrate 20 th anniversary of Montgomery Inn Boathouse </li></ul></ul><ul><ul><li>All You Can Eat for $19.89 Feb. 22-26, 2009 </li></ul></ul><ul><ul><li>Actions </li></ul></ul><ul><ul><ul><li>Social media release </li></ul></ul></ul><ul><ul><ul><li>Twitter “tweets” </li></ul></ul></ul><ul><ul><ul><li>Facebook updates </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Traditional news release </li></ul></ul></ul><ul><li>Results: </li></ul><ul><ul><li>Feb 22-26, 2009—Montgomery Inn sold 19,450 lbs (nearly 10 tons) of ribs </li></ul></ul>
    7. 8. <ul><li>It’s the way people of all ages and demographics are communicating </li></ul><ul><li>Studies show consumers research products online before buying </li></ul><ul><ul><li>True for B2C and B2B </li></ul></ul><ul><ul><li>Why wouldn’t you build your online relationship with them…NOW? </li></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><ul><li>Social networking profile </li></ul></ul></ul><ul><ul><ul><li>Wiki </li></ul></ul></ul><ul><ul><ul><li>Podcast </li></ul></ul></ul><ul><ul><ul><li>E-newsletter… </li></ul></ul></ul><ul><li>Its usage is growing rapidly </li></ul><ul><li>Vital part of marketing mix </li></ul><ul><li>Engages customers like no other medium </li></ul><ul><li>Natural evolution of marketing and PR </li></ul><ul><li>Traditional advertising is declining in usage/revenues </li></ul>Is social media relevant?
    8. 9. Is social media relevant? <ul><li>Facebook.com- Social Network Site 400+ Million Active Users 1.5+ million “local” businesses have active pages </li></ul><ul><ul><ul><ul><ul><li>70% of users engage w/ Platform apps each mth </li></ul></ul></ul></ul></ul><ul><li>Twitter.com- micro-blogging site 110.3 million people answering the question “What’s happening?” in 140 characters! </li></ul><ul><li>Wikipedia.com- Information Sharing Source 684 Million visitors/ 75K active contributors </li></ul><ul><li>Youtube.com- Video Sharing 5 billion online US videos 44% share of all online videos </li></ul><ul><li>Digg.com-Social News site 40 million active users </li></ul>
    9. 10. Is social media relevant? <ul><li>A.C. Nielsen created multi-million dollar company focused entirely on measuring social media </li></ul><ul><ul><li>Founded in late ‘90s, PlanetFeedback was a website that attracted consumer opinions of products and services; earned revenue from advertising </li></ul></ul><ul><ul><li>Purchased by Intelliseek in 2004 </li></ul></ul><ul><ul><li>Purchased by A.C. Nielsen in 2006 and combined with R&D company to become Nielsen BuzzMetrics </li></ul></ul><ul><ul><li>Focused entirely on online brand monitoring </li></ul></ul><ul><ul><li>Legitimizes and measures consumer response in a virtual world </li></ul></ul>
    10. 11. Types of social media <ul><li>Weblogs/Blogs—Blog.Wired.com, Okeeffepr </li></ul><ul><li>Microblogs—Twitter </li></ul><ul><li>News dissemination (Social Media Release)—PitchEngine.com, Google News, Twitter </li></ul><ul><li>E-Newsletters </li></ul><ul><li>E-mail </li></ul><ul><li>Social media networking sites—Facebook, LinkedIn, Google Groups </li></ul><ul><li>Aggregators—FeedBurner, FriendFeed </li></ul><ul><li>Wikis—Topic-specific Wikipedia pages </li></ul><ul><li>Online photo/video sharing galleries—YouTube, Flickr </li></ul><ul><li>Podcasts </li></ul><ul><li>Text messaging </li></ul><ul><li>Internet forums </li></ul><ul><li>Event forums—Meetup.com </li></ul><ul><li>Custom Applications—FourSquare </li></ul>
    11. 12. Strengths/Weaknesses <ul><li>Strengths </li></ul><ul><ul><li>Real time </li></ul></ul><ul><ul><li>Generates direct consumer demand </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Rapidly increasing usage </li></ul></ul><ul><ul><li>Increases search engine rankings </li></ul></ul><ul><ul><li>Accessible </li></ul></ul><ul><ul><li>Easy-to-use </li></ul></ul><ul><ul><li>Cost-effective </li></ul></ul><ul><ul><li>Organic </li></ul></ul><ul><ul><li>Strong…and growing…user base </li></ul></ul><ul><ul><li>Website Alternative/Replacement </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>Difficult to measure [but improving] </li></ul></ul><ul><ul><li>Time Consuming </li></ul></ul><ul><ul><li>Still evolving </li></ul></ul>
    12. 13. Important points <ul><li>You DO need to communicate your message </li></ul><ul><li>You CAN measure impact of social media </li></ul><ul><li>Content is King…for driving traffic. </li></ul><ul><li>You DO NOT need to be an active blogger </li></ul><ul><ul><li>But it helps! </li></ul></ul><ul><li>Leadership should embrace social media, not fear it </li></ul><ul><li>Establish social media policy and best practices </li></ul><ul><li>If you don’t establish a representative voice for your organization, someone else will! </li></ul><ul><li>Dissenting voices can easily become “de facto” voices for your businesses </li></ul><ul><li>Purpose is not to “control” message, but to “guide” message and engage your publics </li></ul><ul><li>It all starts with your website! </li></ul>
    13. 14. The tools! <ul><li>Website. It all starts here! </li></ul><ul><ul><li>The basis for all PR, branding, social media </li></ul></ul><ul><ul><li>Dynamic, functional, user friendly </li></ul></ul><ul><ul><li>The face…and often first impression…of your business </li></ul></ul><ul><ul><li>Content rich—to drive search engine results </li></ul></ul><ul><li>Social Media Policy </li></ul><ul><ul><li>Establishes best practices and procedures </li></ul></ul><ul><ul><li>Ensures that entire staff is on message </li></ul></ul><ul><ul><li>Empowers staff to be proactive </li></ul></ul><ul><ul><li>Positions social media as “means to engage” rather than “distraction” </li></ul></ul><ul><ul><li>Encourages customer participation </li></ul></ul>
    14. 15. The tools! <ul><li>E-newsletter </li></ul><ul><ul><li>Ensures regular contact </li></ul></ul><ul><ul><li>Promotes/strengthens brand </li></ul></ul><ul><ul><li>Delivers timely, relevant content </li></ul></ul><ul><ul><li>Easy to monitor </li></ul></ul><ul><ul><li>Measurable </li></ul></ul><ul><ul><li>Call to action </li></ul></ul><ul><ul><li>Entertains </li></ul></ul><ul><ul><li>Can be self administered </li></ul></ul><ul><ul><li>Inexpensive—no printing, nominal monthly fees to manage (e.g., ConstantContact.com) </li></ul></ul><ul><ul><li>Example: City of Sharonville (Ohio) </li></ul></ul><ul><ul><ul><li>Implemented Fall 2008 to bridge gab b/t business and residential communities </li></ul></ul></ul><ul><ul><ul><li>Partnered with Chamber to get subscribers </li></ul></ul></ul><ul><ul><ul><li>Doubled subscriber list in 6 months </li></ul></ul></ul><ul><ul><ul><li>Receives e-mails thanking them for newsletter </li></ul></ul></ul>
    15. 16. The tools! <ul><li>Blog </li></ul><ul><ul><ul><li>Enable direct communication with and feedback from audiences </li></ul></ul></ul><ul><ul><ul><li>Can be monitored and managed by staff </li></ul></ul></ul><ul><ul><li>More personal and dynamic than typical website </li></ul></ul><ul><ul><li>Can be separate from or part of main website </li></ul></ul><ul><ul><li>Typically ties into overall marketing/PR strategy </li></ul></ul><ul><ul><li>Can allow comments from visitors; can monitor comments </li></ul></ul><ul><ul><li>Easy to create using free, downloadable blog software </li></ul></ul><ul><ul><li>Best used for sharing information of interest to or that specifically benefits targeted users </li></ul></ul><ul><ul><li>Serves as home page for many organizations—growing trend </li></ul></ul>
    16. 17. The tools! <ul><li>Social Media Release </li></ul><ul><ul><li>Online news dissemination device </li></ul></ul><ul><ul><li>Immediate delivery to numerous social and business networks </li></ul></ul><ul><ul><li>Large and growing mainstream/trade media subscriber list </li></ul></ul><ul><ul><ul><li>Often preferred means of receiving story ideas/pitches </li></ul></ul></ul><ul><ul><li>Rapidly growing user base </li></ul></ul><ul><ul><li>Easy to use </li></ul></ul><ul><ul><li>Typically free or low cost </li></ul></ul>
    17. 18. The tools! <ul><li>Microblog—Twitter </li></ul><ul><ul><li>Limited to 140 characters per entry </li></ul></ul><ul><ul><li>Allows people to follow each other in real time from any location with Web/mobile access </li></ul></ul><ul><ul><li>Simple to use </li></ul></ul><ul><ul><li>Increasing usage among businesses, individuals, politicians and media/PR pros as news dissemination device </li></ul></ul><ul><ul><li>Bridging gap between traditional and social media </li></ul></ul><ul><ul><ul><li>Growing number of reporters take story pitches from Twitter ONLY </li></ul></ul></ul>
    18. 19. The tools! <ul><li>Social Networking Communities </li></ul><ul><ul><li>What are you doing? </li></ul></ul><ul><ul><li>Who do you know? </li></ul></ul><ul><ul><li>Fan pages </li></ul></ul><ul><ul><li>Groups of common interest </li></ul></ul><ul><li>Photo/Video Sharing Sites </li></ul><ul><ul><li>Personalized albums </li></ul></ul><ul><ul><li>Share via invitation, e-mail </li></ul></ul><ul><ul><li>Showcase events, demonstrations </li></ul></ul>
    19. 20. The tools! <ul><li>Social Media Applications—FourSquare </li></ul><ul><ul><li>Encourages people to explore their communities </li></ul></ul><ul><ul><li>Rewards people for doing so </li></ul></ul><ul><ul><li>Heavy mobile phone usage </li></ul></ul>
    20. 21. What’s next? <ul><li>Google Wave </li></ul><ul><ul><ul><li>Collaborative tool </li></ul></ul></ul><ul><ul><ul><ul><li>Equal parts “conversation” and “document” </li></ul></ul></ul></ul><ul><ul><ul><li>People communicate and work together with richly formatted text, photos, videos, maps, and more </li></ul></ul></ul><ul><ul><ul><li>Evolved from Google Maps </li></ul></ul></ul><ul><li>Google Buzz </li></ul><ul><ul><ul><li>Conglomeration of social network, micro-blog, photo gallery, e-mail,… </li></ul></ul></ul>
    21. 22. Social media for B2C <ul><li>Cincinnati Sports Leagues (CSL) (gocsl.com) </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><ul><li>Promote CSL activities </li></ul></ul></ul><ul><ul><ul><li>Attract interest from advertisers </li></ul></ul></ul><ul><ul><li>Social Media Components </li></ul></ul><ul><ul><ul><li>Facebook page—426 friends, Brian updates and monitors, posts events </li></ul></ul></ul><ul><ul><ul><li>Twitter profile—attract followers </li></ul></ul></ul><ul><ul><ul><li>Soapbox.com—blogged daily 1 week to promote CSL to older/business audience </li></ul></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>Increased brand awareness </li></ul></ul></ul><ul><ul><ul><li>Frequent customer interaction </li></ul></ul></ul><ul><ul><ul><li>Personalization—strong friend base </li></ul></ul></ul>
    22. 23. Social media for B2B <ul><li>General Data Company (general-data.com) </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><ul><ul><li>Promote products to targeted healthcare prospects </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Build awareness as experts on healthcare data capture/workflow </li></ul></ul></ul></ul><ul><ul><ul><li>Social Media Components </li></ul></ul></ul><ul><ul><ul><ul><li>Healthcare blog </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Promote via FeedBurner, RSS feed, etc. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>“ Live blogging”—Client interviews industry authorities at conferences; streams/posts interviews via GD’s blog </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Social media releases—all GD news </li></ul></ul></ul></ul><ul><ul><ul><ul><li>YouTube Station—post video demos, etc. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Soapbox.com—featured growth company </li></ul></ul></ul></ul><ul><ul><ul><li>Results </li></ul></ul></ul><ul><ul><ul><ul><li>Increased awareness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Recognized as industry authority by prospects </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increased search engine rankings </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Network TV Coverage—Personal ID Patient Wristbands featured on CBS’ The Doctors </li></ul></ul></ul></ul>
    23. 24. How not to use social media <ul><li>Motrin (Johnson & Johnson) (motrin.com) </li></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><ul><li>Sell Motrin </li></ul></ul></ul><ul><ul><li>Social Media Components </li></ul></ul><ul><ul><ul><li>Irreverent video designed to appeal to young mothers suffering from back pain associated with baby slings/carries </li></ul></ul></ul><ul><ul><ul><li>Posted ad to YouTube and Motrin.com </li></ul></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>Small # of “mommy bloggers” were offended; posted scathing remarks on Twitter </li></ul></ul></ul><ul><ul><ul><li>Motrin apologized and pulled ad immediately </li></ul></ul></ul><ul><ul><ul><li>Motrin pulled entire campaign </li></ul></ul></ul><ul><ul><ul><li>Motrin wasted all money spent on campaign </li></ul></ul></ul><ul><ul><li>Later Findings </li></ul></ul><ul><ul><ul><li>Motrin heard from same mommy bloggers that they were disappointed video was pulled </li></ul></ul></ul><ul><ul><ul><li>Mommies wanted their concerns addressed, not dismissed </li></ul></ul></ul><ul><ul><ul><li>Motrin failed to engage and befriend bloggers; lost potential customers </li></ul></ul></ul>
    24. 25. Questions? 513.221.1526 dan@okeeffepr.com / linkedin.com/in/danokeeffepr / Twitter.com/danokeeffe www.okeeffepr.com Who’s telling your story? Social Media = New Business Dan O’Keeffe & Jill Dunne O’Keeffe PR Daniel Graff Graff Designs

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