making sense of social media
                            July 15, 2009




│ www.enterdialogue.com │ Tyson Goodridge │ tys...
Part 1: Introductions

Part 2: The who, the how, the why

Part 3: Linkedin

Part 4: Twitter

Part 5: Facebook

Part 6: Mea...
Part 1: Introductions
About dialogue

•15 years of consumer marketing
    •Pittards Leather
    •PGA Tour
    •Major League Baseball
• Babson MB...
how about you?

•Introductions
   •Your role in the company
   •What you hope to get out of tonight’s workshop
   •Bonus q...
my promise to you



• A good use of your time

• Learn and have fun

• Recognize how and why social media is important
social media




1440       1891   1928   1989   2007
what is social media?




     • Blogs             • News

     • Wikis             • Social Bookmarks

     • Social Netw...
playing field leveled
what is social media?




  Social Media is not a Monologue

  Social Media is a Dialogue
business case for social media



• No sunk costs or capital investments
• Measurement difficult, but getting better
• Can...
the elephant in the room
the elephant leaves if….



•We are comfortable with being social
•We realize how businesses and people are more
  intertw...
Part 2: Linkedin
linkedin

• Networking site
• Mostly professional, with some exceptions
• Profitable
• Serious
• Trying to be like Twitter?
maximizing visibility


• Answering questions
• Building Relationship
• Recommendations
• Joining Groups
• Make it a regul...
Interactive Session with Linkedin
Part 3: Facebook
Why FACEBOOK?


 • It’s not quite Linkedin and not quite Twitter
 • Easy to interface, connect the dots
 • More social, wi...
companies on facebook
Interactive Session with Facebook
brainstorming

          What can you do on Facebook?

• Create a page for your company
• Find us on Facebook links/messag...
Part 4: Video
youtube

• Online video more popular than blogging and
  social networking?
• January, 2009- 97 million people viewed a vi...
VIDEO PLAYERS

• Vimeo
• Viddler
• Facebook
• Veoh
• Brightcove
• Yahoo
• Dailymotion
• Hulu
• YouTube



* Global Web Ind...
before you start

• What are you really trying to say with Video that
  you can’t say using other platforms
• Video produc...
Part 5: Twitter
speed of twitter



                   • Takeoff at 3:26pm
                   • Picture taken at 3:33pm
                  ...
Twitter
what is twitter?

•Just the Facebook status update.
•Like bumping into a person at a coffee shop. And that
 coffee shop ge...
twitter basics




•Note ratio of “following”, “followers”, “updates”
twitter review

•DM: A direct message, private, only seen by sender
 and receiver
•@reply: Public acknowledgement- seen by...
Interactive Session with Twitter
tools


•Tweetdeck
•Twellow
•Tweetlater
•Bit.ly
•Ping.fm
•Twitterholic
•Tweetchat.com
•Tweetbeep
•Twitterfeed
•Wefollow
tweetdeck
a few favorites


•@ford, @scottmonty
•@powered, @aaronstrout
•@community roundtable, @jimstorer
•@savvyauntie
•@popeyesch...
TWEETING


 •What are your goals?
            •Subjective
     •Objective
 •When are you tweeting?
 •Who is going to tweet...
content sources

•New blog posts
•Industry news
•Fun around the office
•Quotes, thoughts, anecdotes
•The retweet
•Hashtags...
measurement


• Techrigy
• Vitrue
• Forrester
• Summize.com
• RSS Feeds from Google, Twitter, etc.
• The Other Side Group
...
Part 6: Key Takeaways Today




│ www.enterdialogue.com │ Tyson Goodridge │ tyson@enterdialogue.com│ 617.650.5585
key takeaways




                Do unto others
key takeaways




      Two ears, one mouth = good ratio
key takeaways




          To get, you need to give
next steps


• What are your goals?
• Who is leading the charge?
• Baby steps
• Don’t succumb to analysis paralysis:
  exp...
making sense of social media
        Social Media Makes Sense

                            Q and A?

│ www.enterdialogue.c...
Making Sense Of Social Media  General Presentation
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Making Sense Of Social Media General Presentation

  1. 1. making sense of social media July 15, 2009 │ www.enterdialogue.com │ Tyson Goodridge │ tyson@enterdialogue.com│ 617.650.5585
  2. 2. Part 1: Introductions Part 2: The who, the how, the why Part 3: Linkedin Part 4: Twitter Part 5: Facebook Part 6: Measurement
  3. 3. Part 1: Introductions
  4. 4. About dialogue •15 years of consumer marketing •Pittards Leather •PGA Tour •Major League Baseball • Babson MBA ‘02 • Agency work • Non-profit • Startup • Community Manager for Spire.com • Passion for Social Media
  5. 5. how about you? •Introductions •Your role in the company •What you hope to get out of tonight’s workshop •Bonus question •Social Media Audit •How many of you are on Linkedin? •How many of you are on Facebook? •How many of you are on Twitter? •Do any of you blog?
  6. 6. my promise to you • A good use of your time • Learn and have fun • Recognize how and why social media is important
  7. 7. social media 1440 1891 1928 1989 2007
  8. 8. what is social media? • Blogs • News • Wikis • Social Bookmarks • Social Networks • Multimedia sharing
  9. 9. playing field leveled
  10. 10. what is social media? Social Media is not a Monologue Social Media is a Dialogue
  11. 11. business case for social media • No sunk costs or capital investments • Measurement difficult, but getting better • Can’t make the networking event or business trip? Social Media is a viable alternative • It’s not just a form of marketing, but also: •HR/Recruiting •Customer Service •A focus group •Real-time research tool
  12. 12. the elephant in the room
  13. 13. the elephant leaves if…. •We are comfortable with being social •We realize how businesses and people are more intertwined than ever •We realize that if we are not part of the conversation (social media), than we are essentially invisible • How would you meet someone?
  14. 14. Part 2: Linkedin
  15. 15. linkedin • Networking site • Mostly professional, with some exceptions • Profitable • Serious • Trying to be like Twitter?
  16. 16. maximizing visibility • Answering questions • Building Relationship • Recommendations • Joining Groups • Make it a regular habit • “Participate, don’t plug” • Add value, don’t steal the spotlight
  17. 17. Interactive Session with Linkedin
  18. 18. Part 3: Facebook
  19. 19. Why FACEBOOK? • It’s not quite Linkedin and not quite Twitter • Easy to interface, connect the dots • More social, with more context • Fastest growing segment are not teenagers but men and women over 50. • 250 million users!
  20. 20. companies on facebook
  21. 21. Interactive Session with Facebook
  22. 22. brainstorming What can you do on Facebook? • Create a page for your company • Find us on Facebook links/messages on all marketing materials • Empower your evangelists (Coca-Cola) • Highlight employees, activities, fans
  23. 23. Part 4: Video
  24. 24. youtube • Online video more popular than blogging and social networking? • January, 2009- 97 million people viewed a video online, as many as were tuning into network programming* • YouTube dominates the space- 68% of videos are seen there. * Global Web Index, Trendstream Report, May 2009
  25. 25. VIDEO PLAYERS • Vimeo • Viddler • Facebook • Veoh • Brightcove • Yahoo • Dailymotion • Hulu • YouTube * Global Web Index, Trendstream Report, May 2009
  26. 26. before you start • What are you really trying to say with Video that you can’t say using other platforms • Video production isn’t cheap • Don’t expect to go viral overnight • Don’t produce a video hoping to be viral- it just happens… • Start slowly and simple…
  27. 27. Part 5: Twitter
  28. 28. speed of twitter • Takeoff at 3:26pm • Picture taken at 3:33pm • Uploaded at 3:36pm • CNN breaks story at 4:00pm
  29. 29. Twitter
  30. 30. what is twitter? •Just the Facebook status update. •Like bumping into a person at a coffee shop. And that coffee shop gets bigger, and bigger, and bigger… •A great way to monitor what people are saying about your company • Not just a place to say what you had for breakfast • Casual, informal, fun
  31. 31. twitter basics •Note ratio of “following”, “followers”, “updates”
  32. 32. twitter review •DM: A direct message, private, only seen by sender and receiver •@reply: Public acknowledgement- seen by everyone •RT: a “retweet” •#:hashtag: A tag given to an ongoing conversation in the thread of a tweet. (#boston, #jobs, #redsox) •#followfriday: A recent phenomenon, people recommend other interesting people
  33. 33. Interactive Session with Twitter
  34. 34. tools •Tweetdeck •Twellow •Tweetlater •Bit.ly •Ping.fm •Twitterholic •Tweetchat.com •Tweetbeep •Twitterfeed •Wefollow
  35. 35. tweetdeck
  36. 36. a few favorites •@ford, @scottmonty •@powered, @aaronstrout •@community roundtable, @jimstorer •@savvyauntie •@popeyeschicken •@wholefoods •@rubbermaid •@ariherzog •@bostonmarketer
  37. 37. TWEETING •What are your goals? •Subjective •Objective •When are you tweeting? •Who is going to tweet? •It takes time •Listening, not talking •Twitter is just part of the social media mix •Getting buy in- what’s ok to tweet? •Tone, language
  38. 38. content sources •New blog posts •Industry news •Fun around the office •Quotes, thoughts, anecdotes •The retweet •Hashtags •Trending news on twitter •Competitors •Poll •Facebook •Flickr •Other
  39. 39. measurement • Techrigy • Vitrue • Forrester • Summize.com • RSS Feeds from Google, Twitter, etc. • The Other Side Group • Radian 6 • Vocus
  40. 40. Part 6: Key Takeaways Today │ www.enterdialogue.com │ Tyson Goodridge │ tyson@enterdialogue.com│ 617.650.5585
  41. 41. key takeaways Do unto others
  42. 42. key takeaways Two ears, one mouth = good ratio
  43. 43. key takeaways To get, you need to give
  44. 44. next steps • What are your goals? • Who is leading the charge? • Baby steps • Don’t succumb to analysis paralysis: experiment, see what works, then move on • Do what works for you • Share your success with everyone
  45. 45. making sense of social media Social Media Makes Sense Q and A? │ www.enterdialogue.com │ Tyson Goodridge │ tyson@enterdialogue.com│ 617.650.5585

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