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eWayDirect Social Media 101

eWayDirect Social Media 101



A look at the basics of social media (what and why), our approach (how we're utilizing it), and our platform to help brands create engaging communities, integrate them into their business, measure ...

A look at the basics of social media (what and why), our approach (how we're utilizing it), and our platform to help brands create engaging communities, integrate them into their business, measure results and drive revenue



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  • Blog - a website for personal or business use that has regular entries consisting of opinions, analysis, news, pictures and/or video Microblog - platform for real-time updates and content from various sources (computer or phone-based)
  • The fundamentals of communication haven’t changed. What has changed is the ways, places and frequency of communication.
  • Conversations are happening with or without you. If brands don’t listen and get involved, their competitors will. They probably already are.

eWayDirect Social Media 101 eWayDirect Social Media 101 Presentation Transcript

  • 101
  • Outline
    • Social Media Overview
      • What it is and why it’s important
    • eWayDirect and Social Media
      • What we’re doing and why
    • Our product (branded communities)
      • What it is and how we’re different
  • Social Media Overview
    • It’s not just media
    • People having conversations online
    • It’s the tools and content that enable these conversations
  • Social Media is Powered by… Communication Collaboration Multimedia
    • Blogs
    • Forums
    • Social networking sites
    • Microblogs
    • Wikis
    • Social news
    • Social bookmarking
    • Opinion sites
    • Video-sharing
    • Photo-sharing
    • Audio-sharing
    • Live streaming
  • Social Media… IS IS NOT
    • Transparent
    • Authentic
    • Engaging
    • Human-powered
    • Fast!
    • Fake
    • Controlled
    • Static
    • A fad
  • The Past
    • Communication and collaboration was difficult and expensive
  • The Present
    • Online tools allow us to easily connect, collaborate and communicate
    *image source: http://vizedu.com/2009/03/what-is-social-media/
  • The Proof
    • 73% of active online users have read a blog
    • 45% have started their own blogs
    • 57% have joined a social network
    • 83% have watched videos online
    *Universal McCann Comparative Study on Social Media Trends, April 2008
  • The Proof
    • Each Minute…
    • 20 hours of video
    • 6,000 pictures
    *source: http://www.youtube.com/blog?entry=on4EmafA5MA and http://www.flickr.com/photos/ and http://www.emarketer.com/Article.aspx?R=1007145
    • Growth
    • 70 million unique visitors
    • Up 97%
    • 17.5 million unique visitors
    • Up 2000%+
  • More Proof
    • Social networks and blogs are more popular than email
  • Businesses Getting Involved
    • 63% plan to increase spending on social media marketing this year
  • What Businesses Are Doing
  • Why Get Involved?
    • Only 13% trust corporate or product advertising
    • But 83% trust opinion of a friend/acquaintance who has used the product or service
    • Huge opportunity to get involved, build trust, establish relationships and turn this into a competitive advantage
    *source: 2009 Edelman Trust Barometer and http://news.cnet.com/8301-13772_3-9932599-52.html
  • Business Benefits
    • Fewer phone calls to customer support
    • Share info (and respond to crises) quickly
    • Instant feedback on products/ideas
    • Reach a new audience
    • Increased brand awareness, traffic and search engine rank
    • Build better relationships
    • Increase trust  increased sales
    • Better analytics than other types of media (print, radio, TV, etc)
  • Goals
    • Increase brand awareness
    • Engage existing and potential customers
    • Drive traffic and demos
    • Build trust and leadership
  • How?
    • Listen
    • Engage
    • Share
    • Enable
    • Reward
    • Participate
  • Sample Tools
  • Individual Participation
    • Why?
      • Stay in touch
      • Extend your network
      • Establish your credentials
      • Build trust
      • Learn new things
    • Be sure to follow basic guidelines
    • Be honest and respectful
    • Branded Communities
  • Our Approach
    • Different approach than Facebook (all things to all people, connects people)
    • Bring brands and their audiences closer together in an exclusive setting
    • Ability to identify and reward brand advocates
    • High-quality, cost-effective customer acquisition
    • Build trust and increase CLTV
    • Leverage existing social media efforts and integrate them into the community
  • Key Features
    • Feedback collection
    • Message boards
    • Private groups/networks
    • Friend Invitations
    • Community center
    • Private messaging
    • Aggregation of content from other social networks
  • Key Features
    • Community-focused messages
      • Friends First welcome message
      • Community notifications (desktop, email or none)
      • Welcome tutorial cascades
    • Admin tools
    • Activity and sales reporting
  • Key Differentiators
    • Fully branded
      • Full control of content and creative
      • Market your products and services
    • Ability to measure activity and sales
    • Acquisition
      • Ownership of data
  • Setup Process
  • What To Look For
    • Current social media efforts?
    • Commitment
      • Communities are not a campaign
    • Business Objectives
      • Community will be tailored to match goals
    • Resources
      • Need some nurturing
  • Questions?
    • Contact [email_address]
    • Follow us on Twitter @ewaydirect