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)

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)

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”….)

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

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

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)

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)

We influence each other’s opinions and decisions – publicly (which then influences even more people and etc….)

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)

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?

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)

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)

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

Search & Search Advertising

Opt-In Communications

email still works & RSS is used by over a quarter of Internet users

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)

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

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)

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!)

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.

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.

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

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.

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.

Don’t start talking (Stage 3)

If you only exist

as a bunch of marketing

messages (Stage 1)

This is considered-

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.

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

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)

Blogs?

Wikis?

RSS?

Widgets?

Web 2.0?

All that other stuff I don’t understand?

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

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.

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)

Not really….

Social Media Is a

Symptom and a Cause

Of

Greater Things

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)

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

… 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)

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

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)

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?

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)

But don’t you think that’s enough for one slide deck?

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)

Dana Theus

Web Site: www.MagusConsulting.com

Blog: www.Member-to-Member.com

Email: [email_address]

Twitter: @dtheus