Reaching Your Audience in a Social Media World


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Your audience lives in a social media world, should you? This presentation is a high-level overview of Web 2.0 concepts and various Social Media tools you should know about.

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  • Reaching Your Audience in a Social Media World

    1. 1. Reaching Your Audience in a Social Media World December 2, 2008
    2. 2. Cadbury's Gorilla YouTube Video <ul><li>Official Gorilla Ad - 3,240,123 views </li></ul><ul><ul><li>Eclipse of the Heart Remix – 931,000+ views </li></ul></ul><ul><ul><li>Original Repost - 879,000+ views </li></ul></ul><ul><ul><li>Ad Spoof - 637,000+ views </li></ul></ul><ul><ul><li>Eastenders Remix 597,000+ views </li></ul></ul><ul><ul><li>X Factor Remix 494,000+ views </li></ul></ul><ul><ul><li>A Skillz Remix 388,000+ views </li></ul></ul><ul><ul><li>Deep Purple Remix 385,000+ views </li></ul></ul><ul><ul><li>Extended Mix 371,000+ views </li></ul></ul><ul><ul><li>Nirvana Remix 370,000+ views </li></ul></ul><ul><li>8.3 Million views and counting… </li></ul>
    3. 3. Metcalfe’s Law <ul><li>“ The value of a network grows by the </li></ul><ul><li>square of the number of participants” </li></ul><ul><ul><li>Robert Metcalfe </li></ul></ul><ul><ul><li>3Com Founder </li></ul></ul>
    4. 4. CrossTech Partners Overview Digital Marketing <ul><ul><li>Drive visibility and conversion with compelling experiences and managed presence across the social web </li></ul></ul>Event Technology <ul><ul><li>Engage and communicate brand messages and drive value through face-to-face and live online events </li></ul></ul>Master Data Management <ul><ul><li>Understand and manage customer/ member audience with business intelligence, master data management and relationship management </li></ul></ul>
    5. 5. Why Your Members are Members <ul><li>Specific Association Services </li></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Lobbying or Representation </li></ul></ul><ul><ul><li>Trade Events </li></ul></ul><ul><li>Access to Information </li></ul><ul><ul><li>Deep Content </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><li>Personal </li></ul><ul><ul><li>Networking and the opportunities for career advancement </li></ul></ul><ul><ul><li>Position of influencing the direction of organization or industry </li></ul></ul>
    6. 6. Today’s Member Expectations <ul><li>Your members visit other sites on the Web; they develop expectations for the level of service and ease of use for all Web sites. </li></ul><ul><li>Search </li></ul><ul><ul><li>They search Google with a two-word phrase, and it returns the right page within the top three results </li></ul></ul><ul><li>E-Commerce </li></ul><ul><ul><li>They purchase a book from, post a review for another they have already read, and add a related product identified by Amazon to their shopping cart </li></ul></ul><ul><li>Personalization </li></ul><ul><ul><li>Members customize their Yahoo! home page to include just the information they want to see every day and then expect your association to provide the same </li></ul></ul>
    7. 7. Issues Facing Associations <ul><li>Increased competition </li></ul><ul><ul><li>For profit entities are all creeping into the traditional areas served and held by nonprofits </li></ul></ul><ul><li>Increase demand in face of demographic and economic changes </li></ul><ul><ul><li>The demand for services and the changing demographics (boomers, new generation of leadership) </li></ul></ul><ul><li>Fiscal Stress </li></ul><ul><ul><li>Decreasing public resources and downward spiral of the economy is applying increasing pressure on nonprofits to do EVEN MORE with less </li></ul></ul><ul><li>Loss of Legitimacy </li></ul><ul><ul><li>No longer enough for nonprofit community members to say that they do good. Stakeholders of all types (government, foundations, corporations, general public) are questioning nonprofit work </li></ul></ul>
    8. 8. Agenda Highlights <ul><li>What is Web 2.0? </li></ul><ul><ul><li>Network Effect </li></ul></ul><ul><ul><li>Architecture of Participation </li></ul></ul><ul><ul><li>Folksonomy </li></ul></ul><ul><ul><li>The Long Tail </li></ul></ul><ul><li>Social Media Landscape </li></ul><ul><ul><li>Blogs - Blogger </li></ul></ul><ul><ul><li>Microblogs - Twitter </li></ul></ul><ul><ul><li>Social Networking - Facebook </li></ul></ul><ul><ul><li>Photo Sharing – Flickr </li></ul></ul><ul><ul><li>Video Sharing – YouTube </li></ul></ul><ul><ul><li>Social Bookmarking – </li></ul></ul><ul><ul><li>Social Relevancy – Digg </li></ul></ul><ul><ul><li>Collaborative Filtering - Amazon </li></ul></ul><ul><ul><li>Search-based Feeds - Technorati </li></ul></ul><ul><ul><li>Personalization - iGoogle </li></ul></ul><ul><ul><li>Social Listening </li></ul></ul><ul><li>Case Studies </li></ul><ul><ul><li>Direct 2 Dell </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Barack Obama </li></ul></ul><ul><li>Association 2.0 Demo </li></ul>
    9. 9. What is Web 2.0? <ul><li>Network Effect </li></ul><ul><li>Architecture of Participation </li></ul><ul><li>Folksonomy </li></ul><ul><li>The Long Tail </li></ul>06/06/09
    10. 10. Network Effect <ul><li>Metcalfe’s Law </li></ul><ul><li>Each additional user increases the value of a network </li></ul><ul><li>“ Critical Mass” is reached when value derived from service is greater than the price </li></ul><ul><li>Bandwagon Effect </li></ul><ul><li>Positive Feedback Loop </li></ul>
    11. 11. Architecture of Participation <ul><li>Most social media sites rely on user-generated content </li></ul><ul><li>According to Metcalfe’s Law, the value of the system grows exponentially </li></ul><ul><li>Some systems never reach critical mass </li></ul><ul><li>Users are publishers, consumers, and organizers of content </li></ul>
    12. 12. Folksonomy <ul><li>Freely chosen keywords </li></ul><ul><li>Collaborative tagging </li></ul><ul><li>Pivot-Browsing </li></ul><ul><li>Tag Clouds </li></ul>
    13. 13. The Long Tail <ul><li>Niche markets are highly effective in a web-based economy </li></ul><ul><li>Companies should focus on smaller, more targeted audience </li></ul><ul><li>Represents a shift of power to the consumer </li></ul><ul><li>Long Tail as a whole controls the market </li></ul>
    14. 14. Blogs <ul><li>As of April 2008, 78% of internet users read blogs, up from 66% </li></ul><ul><li>40+ million active blogs on the Internet </li></ul><ul><li>Bloggers are becoming mainstream news sources </li></ul><ul><ul><li>Huffington Post had 4.5 Million unique visitors in September 2008 </li></ul></ul><ul><li>Inside the blogosphere, the corporation becomes transparent </li></ul><ul><li>Blogs represent a shift of power from the corporation to the consumer </li></ul>
    15. 15. Microblog: Twitter <ul><li>1+ million users </li></ul><ul><li>Total Active Users: 200,000 per week </li></ul><ul><li>Total Twitter Messages: 3 million/day </li></ul><ul><li>Other Uses of Twitter: </li></ul><ul><ul><li>Live Discussion </li></ul></ul><ul><ul><li>Reinforce your brand </li></ul></ul><ul><ul><li>Promote Content </li></ul></ul><ul><ul><li>Speed linking </li></ul></ul><ul><ul><li>Content Syndication </li></ul></ul>
    16. 16. Social Network: Facebook <ul><li>120+ Million Users </li></ul><ul><li>Alexa Rank #5 </li></ul><ul><li>Facebook Groups </li></ul><ul><ul><li>Barack Obama 3,202,020 Members </li></ul></ul><ul><ul><li>National Rifle Association 25,118 Members </li></ul></ul><ul><ul><li>People Who Always Have To Spell Their Names For Other People 402,313 Members </li></ul></ul><ul><li>Facebook Applications </li></ul><ul><ul><li>American Cancer Society 3,000 Active Users </li></ul></ul><ul><ul><li>Pink Ribbon 308,602 Active Users </li></ul></ul><ul><ul><li>Top Friends 16,597,324 Active Users </li></ul></ul><ul><li>Photo Sharing </li></ul>
    17. 17. Photo Sharing: Flickr <ul><li>Currently hosting 3+ Billion images </li></ul><ul><li>Alexa Rank #30 </li></ul><ul><li>Access photo streams via RSS/Atom </li></ul><ul><li>Extend functionality via robust API </li></ul>
    18. 18. Video Sharing: YouTube <ul><li>YouTube is a video sharing website where users can upload, view and share video clips. </li></ul><ul><li>Serving 100+ million video clips every day </li></ul><ul><li>Benefits of YouTube Marketing: </li></ul><ul><ul><li>Rising through the ranks </li></ul></ul><ul><ul><li>Spare your corporate site the bandwidth drain that comes with streaming video. </li></ul></ul><ul><ul><li>Create your own customer and channel base </li></ul></ul>
    19. 19. Social Bookmarking: <ul><li> allows users to submit, tag, save and share website and blog content </li></ul><ul><li>Folksonomy-based tagging </li></ul><ul><li>5+ million users </li></ul><ul><li>150+ million URLs bookmarked </li></ul>
    20. 20. Social Relevancy: Digg <ul><li>Digg is a website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories. </li></ul><ul><li>2+ million users </li></ul><ul><li>Alexa Rank #293 </li></ul>
    21. 21. Collaborative Filtering: <ul><li>91% of US adults regularly or occasionally seek advice about products or services. </li></ul><ul><li>Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. </li></ul><ul><li>Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions. </li></ul>
    22. 22. Syndication: RSS and Atom <ul><li>RSS/Atom are web feed formats used to publish frequently updated works – such as blog entries, news, articles, headlines, audio, and video – in a standardized format </li></ul><ul><li>Syndication Benefits </li></ul><ul><ul><li>Feed automatically receive updates </li></ul></ul><ul><ul><li>Subscriptions are free </li></ul></ul><ul><ul><li>RSS content is easily repurposed </li></ul></ul><ul><ul><li>Everything is RSS-Based </li></ul></ul>
    23. 23. Search-Based Feeds: Technorati <ul><li>Search Engine For Blogs </li></ul><ul><li>World “Live” Web </li></ul><ul><li>Over 175,000 new blogs every day </li></ul><ul><li>1.6 million posts per day </li></ul>
    24. 24. Personalized Content: iGoogle <ul><li>Customized Google homepage </li></ul><ul><li>Allow users to add RSS Feed widgets </li></ul><ul><li>Centralized location for news </li></ul><ul><li>User-Created Widgets </li></ul>
    25. 25. Social Listening <ul><li>Social Listening helps you comprehensively understand social media conversations. </li></ul><ul><li>Where to Listen: </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Google Blog Search </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><li>Apps and Special Systems: </li></ul><ul><ul><li>Visible Technologies </li></ul></ul><ul><ul><li>Radian 6, DNA 13, & Spiral 16 </li></ul></ul>
    26. 26. Case Study: Dell <ul><li>Jeff Jarvis blogs negatively about Dell, coins phrase “Dell Hell” </li></ul><ul><li>Within 2 days, comments publicized by New York Times and Business Week </li></ul><ul><li>Dell responds by creating Direct 2 Dell </li></ul>
    27. 27. Case Study: Project Dogfood <ul><li>Used collaboration platform to enable discussion within community </li></ul><ul><li>Used social listening tools to find discussions already taking place </li></ul><ul><li>Built a more effective event through direct collaboration with their audience. </li></ul>
    28. 28. Case Study: <ul><li>CEO Tony Hsieh is the company’s most active and followed Twitter user. </li></ul><ul><li>21,000+ Followers </li></ul><ul><li>Just in the last few days, he has used his account to: </li></ul><ul><ul><li>Share some details about what he’s up to personally and professionally. </li></ul></ul><ul><ul><li>Provide some behind the scenes info regarding what its like to work at </li></ul></ul><ul><ul><li>Launch a Twitter contest asking people to help them rewrite their confirmation emails. </li></ul></ul><ul><ul><li>Incubate an idea for polling customers on Twitter. </li></ul></ul>
    29. 29. Case Study: Barack Obama <ul><li>Facebook </li></ul><ul><ul><li>3.2 Million Supporters </li></ul></ul><ul><ul><li>John McCain - 600,000 supporters </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>140,000 followers </li></ul></ul><ul><ul><li>263 updates </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>145,000 subscribers </li></ul></ul><ul><ul><li>20+ million views </li></ul></ul><ul><li> </li></ul><ul><ul><li>Created a social network centered around his homepage </li></ul></ul>
    30. 30. <ul><li>Social Media is not about incremental technology, it is a fundamental change in the way you reach your audience. </li></ul>
    31. 31. Today’s Takeaways <ul><ul><li>Determine your business goals </li></ul></ul><ul><ul><li>Know your audience </li></ul></ul><ul><ul><li>Identify the quick wins </li></ul></ul><ul><ul><li>Define a long term strategy, and stick with it </li></ul></ul><ul><ul><li>Use analytics tools to measure success </li></ul></ul><ul><ul><li>Align with the right partners </li></ul></ul>
    32. 32. Thank You Mark Boisvert Account Executive O:781-821-6651 M:617-834-7657 [email_address] 437 Turnpike St. Canton, MA 02021 TJ O’Connor Principal Consultant O:781-821-6631 [email_address] 437 Turnpike St. Canton, MA 02021