Social Media 301

What is SM?

“THE VOICE” Whose?

Wherever. Whenever. Whatever.
Ad Infinitum

© Chris Lohman, Saint Street LLC. 2

Seriously?
•10 billion Tweets – Mar „10

•450 million active Facebook users –
3rd biggest country

•Jan: 173 million people – 33,200,000,000 videos

•1 new LinkedIn member every second

•150MM blogs; 2 new blogs per second


But why do we?
Hobby time…
To Listen…

My people…
L
O
N
E
L
y…

The all POWERFUL voice
“Social media expert”

“Early adopter”

“Propagator”

“Pundit”

“Viral instigator”
“Media Maven”
“Brand antagonist”
“FOB”
“Influencer”


HEY!
What now?

1
• Smartphone: >50% SM
Foursquare • 200k iPhone apps
Twitter
Facebook
Myspace 2
Friendster
MMS
SMS
Online advertising
Internet
TV
Radio

1?
Print


…conclusion teaser
“For your biz”
Learn to listen

Learn to learn

Learn to plan

Learn to integrate & engage

Learn to analyze

Learn to adopt

Repeat.


My Facebook
•Class reunion
•Email
•Instant Message
•Media sharing
•Hard News
•Soft News
•The Trades
•Coupons/New
releases
•Photo albums
•Casual games
•Pundit or
Commenter
•Craig‟s List
•Evite
•Twitter
•Match.com


Your Facebook
Fan Page
•Product tease
•Q&A
•Listen & respond
•Customer service
•Casual games
•Contests/sweeps
•Media
•Polling
•RSS
•Twitter
•Direct sales
•Loyalty program
•Evite


Bye Bye Woody


40% 45% - 1-5
retention followers

Most drop 4% >100
1st month ________
_______
42%
55% no Tweets
women
4% >500
45% ________
18-34
30%
50% conversational
no college
30%
babble

10%
Self-promo

Oh , what do you mean to me?

For Chris Lohman – Catch & Pitch For you – Pitch & Catch
•Follow the trades •Listen – on stream, Twitter Search (you
•Follow my friends and competitors)
•Follow my beloved Huskies •Respond – good & bad; always timely,
•Follow for client intelligence authentic and REAL
•YELP -share •Share – relevant and informative
•Market* – releases, promos, “VIP” info
*25%, but you audience will dictate

April 14th
10:21am-10:43am


Are You ? Your biz?
65,000,000 possible business resources

Personal
•Network
•Update and promote
profile – “share” & follow
•Participate Q&A and
Groups
•Recommendations &
Introductions
Company Profile
Biz
•HR Driver
-Accenture HR: LinkedIn decreases the time it takes to
fill positions by nearly 50%
•Set-up Corp Group(s)
-Discussions
Corp Group
-Customer feedback


“Lo-So”
Local-Social, Geo-Local, Geo-Social

•Geo-location & targeting via GPS

•Sharing , Connecting & Discovery

•THE GAME???

•Awards – badges, items, and
incentives

•The future of targeted
promotions &
“specials”


Media Sharing & Social Bookmarking

YouTube
Happy 5th Birthday!

2,000,000,000 videos viewed per day


Review Sites
Hot or not?


Where else?

Social Buying

Reference

Webcasting Creative Expression
Random
web chat

Chatroulette


B-to-B
Is Social Media for me?
You are a SME!
•Blog(s)
•Online editorial & participation
•SM monitoring & engagement
• Openly encourage candid &
authentic conversations


SM Monitoring &
Engagement


Rules of Engagement
~A Proven Process~
1. Search
2. Listen
3. Learn
4. Plan & Procedures
5. Build
6. Test/Personas
7. ENGAGE Visible Technologies

8. Listen
9. Learn
10.Plan
11.Test
12.ENGAGE
radian6


Rules of Engagement
~A Proven Approach~
1. Be human
2. Transparency: WOMMA
3. Join & Fit In
4. Short & Sweet
5. Empathy is key
6. Stay intune
7. No hard sell
8. Take the convo offline
9. Stop before you GO
10.Trial & Error & Trial


Engagement Cases
•Burson-Marsteller: The Experts
•PETA
•Ugh, oh – SF billboard
•From “firm” to common sense

•Room 1284 has bed bugs
•Westin=Luxury; Sheraton=Value
•Free wifi
•Flyertalk.com


Case Studies


1.1MM

•April ‟06 780k

•PR Newswire – Best Blog “Assigned
‟07 & ‟08 Seating”
•$1MM in sales
“Too Pretty
•Instant focus group to Fly”
•Customer service -2.2MM views
-Hundreds of fan submissions
•Unsolicited employee
and customer
engagement & CS


“The” Kevin Smith
1.6MM
330k
“IF YOU LOOK LIKE ME, YOU MAY BE EJECTED FROM
@SOUTHWESTAIR”

“Dear @SouthwestAir, I’m on another one of your planes, safely
seated & buckled-in again, waiting to be dragged off in front
of the normies. (accompanied by a Twitpic)”
Sat, 2/13

2/14 – 2/15 Tweets
@ThatKevinSmith hey Kevin! I’m so
sorry for your experience tonight!
Hopefully we can make things right,
2/18 – 2:16 --- My Boring Ass Life please follow so we may DM!

“I don’t want their money. I just want
them to admit they “BLEEP” 2/14 3p - Nuts
up…their stupid policy is “BLEEP” “Our heartfelt apologies to you…we
are sincerely sorry…attempted to
up…and they’re sorry…her apology contact you via twitter and a
is crap!” personal phone call…


Objective: Public Awareness and
Out Recruit MSFT, Amazon, & Google

Budget: $45,000 – 3 months

Solution: Beat the Man Down
-Adver-game featuring multiple
contests & Forum (Open)

Outcome: 1,500 resumes,
75 interviews, 18 hires
Cost per hire - $2,500

Added Benefits: Technology, Ad Trade
and Local Media Coverage; multiple
awards;>2.6MM game plays across
25+ game syndication sites

Irony: Acquired by MSFT 12 months later


SM 301
The #1 Lesson
We truly know only what we know.
So don’t be afraid to ask. And often.


Crib Sheet
Primary Secondary Additional
Site Description
Business Case Business Case Business Case
#1 Social Media Site – Customer/Brand community – Engagement through Customer service and
450MM users, most active open dialog of likes and content distribution, virtual focus group
dislikes and Fan participation discussions, polls, etc.

Engagement tool for current Quick sharing of targeted
#1 Micro Blogging Site – and prospective customers; content, including 3rd Competitive research
110MM users, most inactive including customer support party content and tool
incentives/corp info
Upload video content which #1 type of media content Free and reliable
#1 Media Sharing Site – visually shares the authentic shared virally across all embed video player for
120-130MM unique viewers and human personality of SM and online sites corporate blogs
your company
#1 Business-Centric HR - most important social Create a “Brand Group” – SME‟s can engage on
Networking Site – 60 MM media site for reaching start discussions and behalf of company in
members prospective hires share news and relevant Q &A and forums
info
#1 Geo-Location Focused Loyalty play for B&M – small Corporations can Eventually inclusion of
App where people check-in mom & pop biz as well as the participate by providing bounce-backs and
to brick and mortar “Starbucks” of the world incentives to players – geo-loco
locations - >2MM users incase and Swimspot targeted offers
#1 Social Networking, User
Review and Local Search Ensure business listing is Customer Service: Announce promotions
Website – 30-40MM accurate and comprehensive Respond to negative (and and incentives
monthly visitors positive) reviews

#1 Fastest growing niche Paid contest sponsorship
Affiliate marketing and/or
creative expression site – for quick seasonal SEO
product presence
30-40MM monthly visitors awareness


Social Media 301

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