What Is Social Media
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What Is Social Media

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A look at the social media in a marketing point of view. A presention gave by Guillaume Bouchard (NVI) at Montreal University Business School - HEC Montreal on March 16ht 2009.

A look at the social media in a marketing point of view. A presention gave by Guillaume Bouchard (NVI) at Montreal University Business School - HEC Montreal on March 16ht 2009.

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What Is Social Media Presentation Transcript

  • 1. INTERACTIVE STRATEGY - 55, AV. MT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM SOCIAL MEDIA
  • 2.
    • INTERACTIVE TACTICS
    • 1 INTRODUCTION TO THE SOCIAL MEDIA APPROACH
    • 2 WHO & WHAT?
    • A BEHAVIOUR & STATISTICS OF SOCIAL MEDIA USERS
    • 3 WHY?
    • A THE EVOLUTION OF THE WEB AND ITS USERS
      • B SOCIO-ECONOMIC OPPORTUNITIES
    • 4 HOW?
      • A NEWS, COMMUNITY SITES, WIDGETS & UGC SITES
    • B PROCESS & EXAMPLES FOR EACH TACTIC
      • C BRAND MONITORING
      • D METRICS TO EVALUATE SUCCESS
    • 5 BUSINESS CASES
    INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 3. SOCIAL MEDIA BUZZWORDS Web 2.0 Digg / Digger / Dugg StumbleUpon / Stumbler / Stumbled SMO Twitter / Tweet / RT / #user Mixx Bury Hosted Blog Giving some love Widget Avatar SaaS Microblogging RSS Mashup Aggregator Crowdsourcing P2P Psychographics / IAO Sphinn INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 4. WEB 1.0 READING > Users read what they are given WEBMASTER & AUDIENCE > Webmasters define the experience SELECTIVE REPRESENTATION > One-way message communication MANAGEABLE CHANNELS > A business’ market WEB 2.0 READING, WRITING, SHARING > Users create, comment, share COMMUNITY > Users largely define the experience TRANSPARENCY > Two-way public discussion LACK OF CONTROL > A user’s market VIDEO “The Web is us/ing us” INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 5. INTRODUCTION TO SOCIAL MEDIA SOCIAL MEDIA > The use and sharing of content in a web 2.0 environment. SOCIAL MEDIA MARKETING > Moderation and catalyzing of social media. > An increasingly necessary adaptation. In 2005, only one out of the top ten sites on the web was a social site (MySpace). In 2008, that number rose to 5 (YouTube, MySpace, Facebook, hi5, Orkut). INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 6. SOCIAL MEDIA STATISTICS GOOGLE 1 000 000 000 000 pages indexed (1 trillion) WIKIPEDIA 75 000 contributors, 2,7M EN articles, 700M UV / year YOUTUBE 70M Videos, 200k publishers, 413 years, 100k videos / day BLOGOSPHERE 133M blogs, 346M readers, 900 000 posts/day, 55% drink 2 or more coffee, 77% users read blog TWITTER 1 100 000 000 tweets, 63% male, 3M tweets / day FACEBOOK 150M active users, 2,6 billion minutes spent / day DIGG 236M UV / year, 125 000 dugg stories by MrBabyMan INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 7. SOCIAL MEDIA USERS DIFFERENT PARTICIPATION LEVELS > Creators, Critics, Collectors, Joiners, Spectators EDUCATED > 87% of Digg users have gone to college SUCCESSFUL > Digg users’ average household income: $85,000 ACTIVE > Americans spent a total of 558 million hours watching online video in July 2008 > Facebook active user base doubles every 6 months OF ANY GIVEN AGE > 2 nd most active group on the Web are the 65+ (after 15-24) > Average age of users on social media sites is ~35 years old (wow!) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 8. THE EVOLUTION OF THE WEB GREATER USER FAMILIARITY > User competency, participative potential GREATER MAINSTREAM WEB SATURATION > The Internet’s cultural integration TECHNOLOGY > Improved computers, increased bandwidth INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 9. ECONOMIC ADVANTAGES VOLUNTEER-MADE CONTENT > Editors and copywriters can encourage user contribution (crowdsourcing) > The more content, the better is it for users + Search Engines (Google) FEEDBACK > Obtain valuable user opinions and improve your offering > Give better customer service GREATER EXPOSURE > Plugged into channels for viral spreading > Advertising revenue and brand value INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 10. TYPES OF SOCIAL SITES SOCIAL NEWS > Digg, Reddit, Stumble Upon SOCIAL COMMUNITY > Facebook, MySpace, Orkut WIDGET > Meteomedia or StockMarket widgets USER-GENERATED CONTENT > YouTube, Flickr INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 11. SOCIAL PLATFORMS Digg .com > Onsite voting > All or none > Tough to succeed > Can get “buried” > Large traffic spike > Success = home page StumbleUpon .com > Toolbar voting > Proportional results > Not as tough to succeed > Can get down-thumbed > Lower total, more gradual spike > Success = recommendation surge Worth a look - Propeller.com AOL.com showcase - Reddit.com Intelligent, savvy crowd - Mixx.com Do-follow links - Buzz.yahoo.com Yahoo.com showcase INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 12. SOCIAL NEWS SITES Communities gather, share and synthesize “news” content. Best content rewarded with greater exposure. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 13. DIGG.com INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 14. SOCIAL NEWS SITE STRATEGY ACCOUNT CREATION, DEVELOPMENT, AND MAINTENANCE > Continuous integration within the social community PLATFORM CREATION > Development of social friendly setting (topic, social buttons) CONTENT CREATION > Crafting a fun, informative, relevant piece VOTE SOLICITATION > Users determine their own level of involvement in the creation process INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 15. SOCIAL COMMUNITY SITE STRATEGY FACTS > 50% of all current adult social networkers say that they access their profiles at least every other day. > Facebook had 39 million unique visitors (Sep. 2008) TACTICS > Business profile / group creation > Adding friends, promoting membership > Incentivized spread of focused PR message > Contests, updates, get-togethers, and other relevant information > Integration with other social strategies (blogs, forums, twitter) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 16. WIDGET STRATEGY DEVELOPMENT > Creation of branded, useful tools PROMOTION ON RELEVANT SITES > Offering widgets and building relationships online EXAMPLE > recettes.qc.ca: recipe submission and sharing INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 17. UGC STRATEGY ESTABLISHMENT OF USER IDENTITY > Full indexable Profiles > Identify its psychographic elements ENCOURAGEMENT OF USER INVOLVEMENT > Options to comment, tag, share > Rewards and perks related to the level of involvement COMMUNITY MANAGEMENT > Discussion moderation > Event coordination > Feedback on existing features or modules INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 18. BRAND MONITORING MONITORING TOOLS > Google Alerts, Omgili, Trackur, etc. PROACTIVE POSITIVE BRANDING > Generating discussion/buzz > Twitter & Plurk NEGATIVE BRANDING > Listening, assessing, and responding to brand criticism INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 19. SOCIAL MEDIA SUCCESS METRICS TRAFFIC > Visits, unique visitors and views BACKLINK GENERATION > Search engine traffic BRANDING > Brand discussion and growth MEMBERS > Community expansion COMMENTS & TAGS > On social sites and actual content CONVERSIONS > Direct and indirect INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 20. SOCIAL MEDIA EXAMPLES DONE AT NVI > Molson Dry | APP > Canal D | Légendes urbaines > Club Med | Mom’s blogs > AskMen.com OTHER SOCIAL MEDIA CAMPAIGNS > Failed | Edelman with Wal-Mart > Success | Will it Blend > Success | Dove > Kinda Succesfully Failed | Skittles latest campaign INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • 21. QUESTIONS? > Twitter : twitter.com/nvi > Site : nvisolutions.com > Blog FR : go-referencement.org > Blog EN : nvisolutions.com/blog > Stage ?: gbouchard@nvisolutions.com INTERACTIVE STRATEGY – NVISOLUTIONS.COM