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Social Media Presentation
 

Social Media Presentation

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    Social Media Presentation Social Media Presentation Presentation Transcript

    • Social Media… … the ordering, buying, reviewing, selling, customer retention, brand-building, buzz-generating tool so you can make money in the new century medium Are you paying attention?
    • What is social media?
      • Internet- and mobile-based tools for sharing and discussing information among human beings.
        • Wikipedia
    • What social media is not
      • Social networking
        • Social networking has always existed
        • Exchange of ideas between two or more people
      • E-commerce
        • Limited to online or mobile monetary transaction between parties
        • Can be a function, component or result of social media
    • What is social media…to business?
      • The use of Internet- and mobile-based tools to engage customers, collect consumer data, share information and generate awareness.
    • Is social media relevant?
      • Facebook.com- Social Network Site 150 Million Active Users Fastest growing Demo 30+
      • Flickr.com-Photo Sharing App hosts more than two billion tagged images
      • Twitter.com- micro-blogging site 5,979,053 people answering the question “What are you doing now?” in 140 characters!
      • Wikipedia.com- Information Sharing Source 684 Million visitors/ 75K active contributors
      • Youtube.com- Video Sharing 5 billion online US videos 44% share of all online videos
      • Digg.com-Social News site #3 referring source of traffic to NY Times. 30K visitors/ month
    • Is social media relevant?
      • A.C. Nielsen created multi-million dollar company focused entirely on measuring social media
        • Founded in late ‘90s, PlanetFeedback was a website that attracted consumer opinions of products and services; earned revenue from advertising
        • Purchased by Intelliseek in 2004
        • Purchased by A.C. Nielsen in 2006 and combined with R&D company to become Nielsen BuzzMetrics
        • Focused entirely on online brand monitoring
        • Legitimizes and measures consumer response in a virtual world
    • Types of social media
      • Weblogs/Blogs—Blog.Wired.com, Okeeffepr, TwoBitsAndAByte
      • Microblogs—Twitter
      • News dissemination (Social Media Release)—PitchEngine.com, Google News, Twitter
      • E-Newsletters
      • E-mail
      • Social media networking sites—Facebook, LinkedIn, Google Groups
      • Aggregators—FeedBurner, FriendFeed
      • Wikis—Topic-specific Wikipedia pages
      • Online photo/video sharing galleries—YouTube, Flickr
      • Podcasts
      • Text messaging
      • Internet forums
      • Event forums—Meetup.com
      • Custom Applications—Twit2Win
    • Strengths/Weaknesses
      • Strengths
        • Real time
        • Generates direct consumer demand
        • Rapidly increasing usage
        • Increases search engine rankings
        • Accessible
        • Easy-to-use
        • Cost-effective
        • Organic
        • Strong…and growing…user base
      • Weaknesses
        • Difficult to measure
        • Time Consuming
        • Still evolving
    • Social media for B2C
      • Cincinnati Sports Leagues (CSL) (gocsl.com)
        • Objectives
          • Promote CSL activities
          • Attract interest from advertisers
        • Social Media Components
          • Facebook page—426 friends, Brian updates and monitors, posts events
          • Twitter profile—attract followers
          • Soapbox.com—blogged daily 1 week to promote CSL to older/business audience
        • Results
          • Increased brand awareness
          • Frequent customer interaction
          • Personalization—strong friend base
    • Social media for B2C
      • Identifying the most useful tools to actively engage and measure your customer base
      • Striking a balance between ‘in property ‘tactics and ‘out of property’ tactics
      • Building value with ‘in and out’ of property SM tools!
      • Integrating SM into the operations of your business. Avoiding apathetic use!
      • Identifying what metrics you use to determine success/ failure of SM tool/ campaign
    • Social media for B2B
      • General Data Company (general-data.com)
        • Objectives
            • Promote products to targeted healthcare prospects
            • Build awareness as experts on healthcare data capture/workflow
          • Social Media Components
            • Healthcare blog
              • Promote via FeedBurner, RSS feed, etc.
              • “ Live blogging”—Client interviews industry authorities at conferences; streams/posts interviews via GD’s blog
            • Social media releases—all GD news
            • YouTube Station—post video demos, etc.
            • Soapbox.com—blogged daily 1 week to generate Greater Cincinnati awareness
          • Results
            • Increased awareness
            • Recognized as industry authority by prospects
            • Increased search engine rankings
            • Network TV Coverage—Personal ID Patient Wristbands featured on CBS’ The Doctors
    • Social media for B2B
      • Miller Electric Manufacturing Co. (millerwelds.com)
        • Objectives
          • Preferred resource on all things welding
          • Increased Web traffic
        • Social Media Components
          • Website—content rich and SEO optimized
          • Minisites—devoted to specific welding apps and interests (e.g., motorsports)
          • E-Newsletters
          • RSS Feeds
          • Blog—prominence on home page
        • Results
          • Go-to site for welding information
          • Website provides rich, relevant, fun experience
          • Drives e-commerce purchases
    • How not to use social media
      • Motrin (Johnson & Johnson) (motrin.com)
        • Objective
          • Sell Motrin
        • Social Media Components
          • Irreverent video designed to appeal to young mothers suffering from back pain associated with baby slings/carries
          • Posted ad to YouTube and Motrin.com
        • Results
          • Small # of “mommy bloggers” were offended; posted scathing remarks on Twitter
          • Motrin apologized and pulled ad immediately
          • Motrin pulled entire campaign
          • Motrin wasted all money spent on campaign
        • Later Findings
          • Motrin heard from same mommy bloggers that they were disappointed video was pulled
          • Mommies wanted their concerns addressed, not dismissed
          • Motrin failed to engage and befriend bloggers; lost potential customers
    • Why does social media matter?
      • It’s the way people of all ages and demographics are communicating
      • Studies show consumers research products online before buying
        • True for B2C and B2B
        • Why wouldn’t you build your online relationship with them…NOW?
          • Website
          • Blog
          • Social networking profile
          • Wiki
          • Podcast
          • E-newsletter…
      • Its usage is growing rapidly
      • Vital part of marketing mix
      • Engages customers like no other medium
      • Natural evolution of marketing and PR
      • Traditional advertising isn’t working; declining usage/revenues
    • Questions?
    • Blog Example
      • Blog
        • Online mechanism for sharing information
        • More personal and dynamic than typical website
        • Can be separate from or component of corp website
        • Typically ties into overall marketing/PR strategy
        • Can allow comments from visitors; can monitor comments
        • Easy to create using free, downloadable blog software
        • Best used for sharing information of interest to or that specifically benefits targeted users
        • Serves as home page for many business websites
    • Microblog Example
      • Twitter
        • Leading microblog
        • Limit of 140 characters per entry
        • Allows people to follow each other in real time from any location with Web/mobile access
        • Simple to use
        • Nearly 6 million users worldwide
        • Increasing usage among businesses, individuals, politicians and PR pros as news dissemination device
        • Growing number of reporters take story pitches from Twitter ONLY
    • Social Media Release Example
      • Social Media Release
        • Online news dissemination device
        • Immediate delivery to numerous social and business networks
        • Large and growing mainstream/trade media subscriber list
          • Often preferred means of receiving story ideas/pitches
        • Rapidly growing user base
        • Easy to use
        • Typically free of charge
    • Social Media Networking Site Example
    • Social Media Aggregator Example
      • Social Media Aggregator
        • Online tool
        • Enables users to publicize and “push” their content feeds (blogs, websites, podcasts, e-newsletters, etc. to numerous online audiences at once
    • Podcast Example
      • Podcast
        • Free video or audio series downloaded to and playable on iPods, computers, TVs, mobile phones, or similar mobile media devices
        • Enable users to view or listen to preferred content almost anywhere at anytime
    • Event Forum Example
      • Event Forum
        • Set up custom events online
        • Choose whom to invite
        • Allow others to join
        • Specific to topic, location, etc.
    • Custom SM Application Example
      • Social Media Application
        • Custom sweepstakes application driven by Twitter
        • Launched Jan 14, 2009
        • 640 followers by Feb 4
        • Objective
          • Cascade: Gain Twitter followers to drive traffic to blog and then to website
        • Current Campaign
          • Freedom Center Family Membership
            • Launched Feb 3
            • 30 followers in first 3 days
            • Campaign ends Feb 10