Wake up!
Social Media for Dummies
By: Juan Andres Mar;nez

Agenda
• What is Social Media? Mashups
•
– The Web 2.0 The Widget
•
– Journalism 2.0
Buzz Monitoring
•
– Enterprise 2.0
Social Technographics
•
• Content Sharing Sites
and Folksonomy
• Blogging
• Microblogging
• Socialnetworking

What is Social Media?
• “Social media are primarily Internet‐ and mobile‐based tools
for sharing and discussing informa;on among human beings.
The term most oMen refers to ac;vi;es that integrate
technology, telecommunica;ons and social interac,on, and
the construc;on of words, pictures, videos and audio.”*
Words
Pictures
Videos
Audio
*hRp://en.wikipedia.org/wiki/Social_media

The Web 2.0
• “The par;cipatory web” –
Bart Decrem
• “It’s Web 1.0 done
correctly” – Chris Anderson
• “Refers to a second
genera;on of web
development and design,
that aim to facilitate
communica;on, secure
informa;on sharing,
interoperability, and
collabora,on on the World
Wide Web.” – Wikipedia

Journalism 2.0
• Users are now genera;ng the news – The
sources of informa;on have changed.
– Comments on Ar;cles
– Pictures and Videos of recent news
• The user being the reporter:

Enterprise 2.0
• Also known as Enterprise social soMware.
• \"a system of web‐based technologies that
provide rapid and agile collabora;on,
informa;on sharing, emergence and
integra;on capabili;es in the extended
enterprise” – Associa;on for Informa;on and
Image Management

Who has the power today?
THE PEOPLE!!!!!
You have to learn how, when and
where they are interac;ng. Your
brand will thank you.
Picture: hRp://www.flickr.com/photos/joeshlabotnik/305410323/

Content Sharing Sites
Users are genera;ng
and consuming all kinds
of content:
‐ Video
‐ Pictures
‐ Audio
‐ Slideshows
‐ Etc.

Create Content + Engage Users
• Nike Football Youtube Channel:
– 7,015 Subscribers
– Over 580,000 Channel Views
– # 1 Most subcribed and viewed branded channel in the UK.

Folksonomy – Social Tagging / Indexing
Method of collabora;vely
crea;ng and managing tags to
annotate and categorize content.
You should look for:
‐ How people are tagging content
related to your brand.
‐ Which stories are being “digged”
about your company.
‐ What is happening with your
compe;tors.

Blogs
• “A blog is a website, usually maintained by an
individual with regular entries of commentary,
descrip;ons of events, or other material such
as graphics or video.”*
*hRp://en.wikipedia.org/wiki/Blogs

Dell Hell vs. Dell Blog
Dell Hell Dell Blog
‐ Jeff Jarvis made a post ‐ Named Lionel
in his famous blog Menchaca as “Chief
“BuzzMachine” about Blogger”.
the poor service and ‐ Founded the
product standards “Direct2Dell”
that Dell had. community blog in
‐ Became a “snowball” order to have a
and led to nega;ve conversa;on with
reviews throught the their users.
blogosphere.

Microblogging
• A form of blogging in which the user updates
in a short, concise manner (the standard is
140 characters or less).
• People usually subscribe to other users feeds
in order to get their updates.

Southwest Airlines on TwiRer
Following
Replying
Communica;ng

Social Networking
• “Focuses on building online communi;es of
people who share interests and/or ac;vi;es,
or who are interested in exploring the
interests and ac;vi;es of others.”*
*hRp://en.wikipedia.org/wiki/Social_network_services

Red Bull on Facebook
• 850,000 Fans.
• Engaging users
with all types of
content.
• Thousands of fan
content uploaded
to the page.
• Connects users to
other Red Bull
content around
the web.

McDonald’s on Myspace
• BigMac Chant
– I million page
views in three
weeks.
– Engaged users to
create content
– Branding for one
of their top
products.

Mashups
• Remix content around the web. Combine content from one
applicac;on to another.
• Example: Flickrvision or TwiRervision.

Superbowl Mashup
• In order to track fan informa;on and comments on
the Superbowl the New York Times mashed up a map
and TwiRer.

The Widget (or Apps)
• Applica;ons that can be
embedded in social
networks, blogs,
comments, desktops
within many others.
• Useful for giving
content or pulling users
towards an ac;on or
interac;on.

“Listen to the People”
• Buzz Monitoring – allows marketers to track
discussions, understand sen;ment, iden;fy
influencers, and use the resul;ng insights to
improve marke;ng strategy.
• Tools that may help
– Nielsen Blogpulse
– Technora;
– TwiRer Search

Know your Target Market
• How do they behave on the Internet?
– Social Technographics

THANK YOU!
This presentation is lincenced under a Creative Commons Licence.