Basic Introduction To Social Media And Community

31 5 5 8.19.09

What is social media? Why does it matter? The opportunity for brands How do we succeed?

So, what exactly is social media? It is a conversation among and between your customers, prospects, employees, fans, critics, and competition.

The new mantra If you don’t create a community for us, we will create the community ourselves. J. Potteiger, Millennial Blogger

Prediction In the future, the successful brands will be those that learn to tap the potential of social media by embracing it, ﬁnding new ways to do business, realizing that content is their most important product and increasing openness and transparency.

it looks like it’s happening in a lot of places...

but it’s happening in a really lot of places The Proliferation of Social Media

3 reasons social media matters

1/3 it has become an incredibly powerful inﬂuence.

91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group

X trust a friend’s recommendation over a critic’s review 87% - Marketing Sherpa

1 word-of-mouth conversation has the impact of 200 TV ads >

2/3 it’s rapidly becoming mainstream.

325 million o n faceb ook

Facebook has seen a 276% rise in 40- and 50-year-olds in last six months

100 million o n My Space

40 million on Twitter

Ellen wants a million followers

100 million daily views on YouTube

4,000 new Ning sites a day

50 million people blog

39% subscribe to an RSS feed

Finally: they’re not just visiting According to the study, 66.8% of Internet users across the globe accessed “member communities” last year, compared to 65.1% for email.

3/3 it’s transferring the deﬁnition of brand from the organization to the individuals and communities

BRAND Once upon a time Packaging Distribution CRM Advertising CONSUMER

Until recently BRAND Packaging Distribution CRM Advertising CONSUMER

http://www.your name here.com

Today’s reality BRAND

Consumers are becoming the medium.

Consumers are creating their own communities.

Consumers are celebrating their interests.

Consumers are deciding whether or not to join a brand.

Consumers are becoming the ﬁlter.

Consumers are relying on each other.

Consumers are seeking new sources of content.

Consumers are becoming the distribution channel. Sharing: http://tinyurl.com/cdmshe

Consumers are hijacking the conversation.

Consumers are even hijacking the brand.

5 opportunities

listen engage it’s an opportunity to inspire build mobilize

listen you can learn a lot from conversations. what people think what matters to them how they feel about you.

engage you have the chance to converse, share ideas, ask questions, get feedback and build trust.

inspire you can support what people believe in, get behind an initiative, offer support for a cause or activity.

build you can acquire a fan base, a following, people who might pay attention, listen, feel good about what you’re doing.

mobilize and ﬁnally, you might even get them to work on your behalf, recommend your service, say something good about you.

how does YOUR BRAND succeed?

1/5 Don’t start with the platform Start with the relationship

2/5 know your customer... critic joiner spectator collector creator

3/5 engineer your presence Channel social content content is blogosphere promoted and posted to blogs. Blogs are driving traffic to the content channels. search Profiles drive traffic Profiles are Channel content is to the content promoted to posted to profiles. channels. the blogs. Original content and utility social networks Blogs will drive traffic and members to the profiles. Friends and fans join your network. http://www. your name here.com Everything drives to the mother site.

3/5 engineer your presence social content blogosphere Channel content is promoted and posted to blogs. Profiles drive traffic Profiles are search Channel content is to the content posted to profiles. promoted to Original branded channels. the blogs. content and utility Blogs will drive traffic and social networks members to the profiles. Friends and fans join your network.

4/5 make friends with the right people

5/5 be generous, with relevant, informative content and utility

Build a clubhouse

Invent a new program

Introduce your customers to each other

Become your own broadcast medium

Make knowledge more accessible

Bring content to the community

Build a virtual laboratory

Connect your customers to new sources of information.

Create a shared experience

Bring the best entertainment to the party

Come right out and ask people to be helpful

And always remember 1 thing

Social media is not a program or a campaign or a platform or an execution. It is a commitment.

Basic Introduction To Social Media And Community

by edward boches on Nov 24, 2009

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