Social Media Boot Camp

What is Social Media? An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.

Conf used?

People Participating…

People Sharing… People Sharing…

People Sharing…Too Much People Sharing…

Social Media is an unstoppable global phenomenon

Facebook Facts
Approximately 200 million active users
More than 3 billion minutes are spent on Facebook each day (worldwide)
More than 18 million users update their statuses at least once each day
More than 850 million photos uploaded to the site each month
More than 7 million videos uploaded each month

Twitter Facts
Over 50 million visits monthly
Over 1.3 Billion Tweets sent

Online Video Facts U.S. Internet users viewed 14.8 billion online videos during the month of January 2009

93% of Americans online expect companies to have a Social Media presence

Don’t ignore the movement “ Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in Social Networking sites like Facebook” - Forrester’s Charlene Li & Josh Bernoff (Groundswell 2008)

Getting Started…(safely)

Get involved personally!

Keep it Strategic Silly! (K.I.S.S.)
Put Strategy First
Avoid Chasing “Shiny Objects”

POST Approach

P is for People Understand your audience: Listen to them and their conversations Focus on their problem(s)

How to LISTEN a.k.a. Social Media Monitoring

Free Monitoring Tools

Paid Monitoring Tools

Monitoring Dashboard

Other Considerations
You need to think about:
Measurement
Commitment & Time

Benefits for brands
Social media can be a great customer service channel
Social media drives product quality
Social media drives transparency
Social Media creates products that people want

Benefits cont…
Social Media can positively impact your search engine rankings
Social Media can lead to more online conversations about your brand
Social Media Marketing can be done for a fraction of the cost of traditional advertising & marketing

Social Media Tips & Best Practices
DO:
Give to Get
Be transparent with your intentions
Understand you do NOT control the message
Welcome participation, collaboration and feedback

Social Media Worst Practices
DO NOT:
Be fake in any way
Avoid listening
Being pushy and/or salesy
Avoid creating social media silos

Ford Motor Company A Brand doing it well…

Ford Motor Company They listened to the conversation their customers were having online…

And discovered…

Houston : We have a problem!
People don’t know the facts about our brand
We don’t know what our customers really think about us

Ford’s Social Media Objectives
Must:
Correct the brand to consumer communications problems
Establish a benchmark, and measure ongoing progress
Ford moved forward by:
Being transparent, reaching out with real people (like Scott Monty, their Social Media lead)
Focusing relentlessly on correcting misinformation
Changing consumer opinion about the brand

Other Social Media Successes
Direct Revenue Generation
Dell Computer
JetBlue

Ken Burbary [email_address] Twitter: kenburbary Blog: http://www.kenburbary.com

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Social Media Boot Camp

by Ken Burbary on Apr 16, 2009

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Social Media Boot Camp — Presentation Transcript