Reaching Your Audience in a Social Media World

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    Reaching Your Audience in a Social Media World - Presentation Transcript

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

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