Social Media 101 for Marketers

  • 4,425 views
Uploaded on

My answer to the marketer's question "What is Social Media and why do I care?". A look at social media, the challenges it provides the marketing profession and the undercurrent trends of which social …

My answer to the marketer's question "What is Social Media and why do I care?". A look at social media, the challenges it provides the marketing profession and the undercurrent trends of which social media is a mere symptom.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
4,425
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
0
Comments
5
Likes
66

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Social Media 101 for Marketers How the Social Web is Changing the Way we Communicate – and More (in 20 slides) © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 2. Social Media – What is it?
    • Migration of Human Social
    • Behavior Online
    • (Facebook, Twitter, myspace etc. are all just places to
    • “ hang out” and be social.
    • They’re the new “happy hour”….)
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 3. Where We Hang Out Online 06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) Networking Community/Sharing 140+ million users, 4 th largest trafficked site on the web 5.5 million users, 500% growth in 2008, 3 million tweets/day 30+ million users, $109k avg income 70,000+ videos 13 hours of video uploaded every minute 6 th largest audience on the Internet Keeping in touch
  • 4. What Happens When We Hang Out Online Instead Of In Person?
    • Inexpensive, easy tools mean we can create stuff for each other
      • experts call this ‘user generated content’ (UGC)
      • 60% of Internet users view UGC (eMarketer 2/09)
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) http://www.youtube.com/user/MomokoHime The Best Fighting StickFigure Video Ever! ... 1.3 million views YouTube calls itself the “#1 entertainment site on the web ” 3 Million visitors per day for photo sharing
  • 5. What Happens When We Hang Out Online Instead Of In Person? (Part II)
    • We influence each other’s opinions and decisions – publicly (which then influences even more people and etc….)
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 6. Opportunity?
    • Our “new Hang Out spots” create
      • New Public Relations Opportunities
      • New Word of Mouth Marketing Opportunities
      • New Publication Channels
      • New Advertising Channels
    • But….
      • “ Traditional” Online advertising doesn’t perform as well on social sites, despite high traffic, sporting clickthrough rates 28% below ‘regular’ web sites. (IDC 11/08).
      • What’s that about?
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 7. The Marketer’s World is Changing
    • Audiences are responding to messages
    • “ pushed” at them by pushing back
      • We can entertain ourselves better than ever before (see above)
      • If we don’t like what you say, we complain loudly and in public: (e.g., Motrin Moms)
    • Information Overload is a reality
      • Opt-in Email open rates are down
      • in ’08 for the first time (eMarketer 1/09)
      • Email marketing is practically irrelevant among high school and college students (eMarketer 12/08)
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 8. So What Works Best?
    • Search & Search Advertising
    • Opt-In Communications
      • email still works & RSS is used by over a quarter of Internet users
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) Google is estimated to receive 2 Billion searches/day
  • 9. Um…. What Does This Have To Do with Social Media?
    • Social Media is a big reason marketing is changing. The web used to be like a lecture. Social Media technology’s arrival was like opening the bar in the lobby. People started to party!
    • Your audience now plays an active role in their own online experience by relating to each other as much or more than relating to YOU.
    • If you want their attention you must get off the podium and:
      • Relate to them personally
          • AND/OR
      • Give them something they want
      • to relate to each other about
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 10. What to do off the podium?
    • How do you know if you’re ready to party?
        • You Exist (Nonexistent people can’t socialize)
        • You Listen (How can you socialize if all you do is yell?)
        • You Dialog (Listen. Talk. Listen. Talk. – Try it!)
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 11. That Wasn’t Very Helpful? Let me Translate 06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
        • You Exist
          • Your WebSite IS Your Identity (Will people want to talk to you?)
          • Your Behavior IS Your Credibility (B2C: Would you chat with you after work? B2B: Would you chat with you at work?)
        • You Listen
          • Monitor blogs, Twitter, Forums– where your audience is
            • What do people say about you? What do they say to each other?
        • You Dialog
          • Choose your representatives (not spokespeople)
          • Support them and give them ways to engage as humans
          • Blogs - Facebook – Customer Support Communities etc.
  • 12. 1 st Things 1 st : A Staged Approach 06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
        • Passive Existence
          • Make sure your website is YOU (Staff listed? True Vision/Values?)
          • Make sure people can find you
          • and enable them to share your stuff in the social stream
        • Active Support
          • Enhance your offline efforts with social elements where your audience congregates socially (Don’t know? Find out.)
            • E.g., Promote an event through email and a Facebook Fan Page.
        • Active Engagement
          • Get your brand representatives talking
          • Give them goals, training and a messaging plan and let them blog, tweet, post video, podcast and otherwise mingle at the party.
    Yes, this is intentionally passive. See next slide. #1 #2 #3
  • 13. CAUTION:
    • Don’t start talking (Stage 3)
    • If you only exist
    • as a bunch of marketing
    • messages (Stage 1)
    • This is considered-
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) Unauthentic. Opaque (as opposed to transparent). Disingenuous. Rude. People will notice and assume the worst and/or say bad things about you.
  • 14. Return on Investment?
    • ROI requires predictability and clarity, which we don’t have yet, so what can you do?
    • Track/analyze the indicators of success:
      • Web traffic, click-throughs
      • RSS/Newsletter subscriptions
      • Offer redemptions
      • digital mentions
      • Online conversions
      • Downloads
      • Shares
      • Customer surveys
      • Related revenue
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) Together, these tell a story – are people talking about and with you? Your competitors? How much is that worth? Adjust as necessary.
  • 15. But wait…. What about
    • Blogs?
    • Wikis?
    • RSS?
    • Widgets?
    • Web 2.0?
    • All that other stuff I don’t understand?
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 16. Technology Tools are fungible and changing rapidly, don’t get hung up on them
    • Blogs : “date-driven journal style” web pages
      • Stand alone & in communities
    • Wikis : Community Authoring
      • Stand alone & in communities
    • RSS : a web page update broadcast
      • Attached to a web page, read by RSS readers and software
    • Widget: A self-contained web application
      • Dynamic content to be added to any web page
    • Web 2.0 : Ignore this. It’s just marketing hype.
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) Find out where your audience is and use the appropriate tools and communities to meet them there
  • 17. Wow, that was easy!
    • Not really….
    • Social Media Is a
    • Symptom and a Cause
    • Of
    • Greater Things
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 18. Deeper Undercurrent Trends…..
    • Demotion of geographic relevance
    • Reduced cost of digital production
    • Powerful, easy personal production tools
    • Shifts in news origination
    • Exponentially growing personal social graphs
    • Shifts in public opinion dynamics
    • Personal information overload
    • Increased vulnerability – personal and organizational
    • Increased tracking, data mining and trendspotting
    • Interoperability standards in software, networking and data sharing
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 19. … are affecting things beyond products and services
    • Identity & Attention
      • Transparency is a fact and authenticity is required
      • Personal branding and public self-discovery create citizen celebs
      • Privacy and identity concepts are changing and risky
    • Power Shifts & Accountability
      • Squeaky customer wheel hurts business big time
      • Fandom redefines brand enthusiasm – untapped opportunity
      • Grassroots mobilization topples giants, creates miracles
    • Business Model Adjustments
      • Citizen journalism threatens the Fourth Estate
      • Crowdsourcing enables entrepreneurialism, boggles big guys
      • Competing with FREE
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 20. Bigger Takeaway
    • This is more than a communications exercise.
    • More and more, successful marketing will be an underpinning of successful business :
      • Dynamic, Real-time & Responsive Brand Experience
        • Not “Brand Image”
      • People still pay for
      • what they value
        • Who has the insight to
        • isolate what that is?
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 21. I could go on…
    • But don’t you think that’s enough for one slide deck?
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  • 22. See you at the party?
    • Dana Theus
    • Web Site: www.MagusConsulting.com
    • Blog: www.Member-to-Member.com
    • Email: [email_address]
    • Twitter: @dtheus
    06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)