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

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

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.

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

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

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

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

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

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

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

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

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

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

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

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

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 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

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

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.

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

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