Social Media Boot Camp


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This was my keynote presentation for the Social Media Boot Camp Conference at Automation Alley on 3-25-09

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  • Social Media Boot Camp - Keynote Presentation at Automation Alley 3-25-2009 My name is Ken Burbary, and I am the Vice President of Digital Marketing at Big Communications, an integrated healthcare communications agency located in Ferndale, Michigan.
  • Social Media Boot Camp

    1. Social Media Boot Camp
    2. 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.
    3. Conf used?
    4. People Participating…
    5. People Participating…
    6. People Participating…
    7. People Sharing… People Sharing…
    8. People Sharing…Too Much People Sharing…
    9. Social Media is an unstoppable global phenomenon
    10. Facebook Facts <ul><li>Approximately 200 million active users </li></ul><ul><li>More than 3 billion minutes are spent on Facebook each day (worldwide) </li></ul><ul><li>More than 18 million users update their statuses at least once each day </li></ul><ul><li>More than 850 million photos uploaded to the site each month </li></ul><ul><li>More than 7 million videos uploaded each month </li></ul>
    11. Twitter Facts <ul><li>Over 50 million visits monthly </li></ul><ul><li>Over 1.3 Billion Tweets sent </li></ul>
    12. Online Video Facts U.S. Internet users viewed 14.8 billion online videos during the month of January 2009
    13. 93% of Americans online expect companies to have a Social Media presence
    14. 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)
    15. Getting Started…(safely)
    16. Get involved personally!
    17. Keep it Strategic Silly! (K.I.S.S.) <ul><li>Put Strategy First </li></ul><ul><li>Avoid Chasing “Shiny Objects” </li></ul>
    18. POST Approach
    19. P is for People Understand your audience: Listen to them and their conversations Focus on their problem(s)
    20. How to LISTEN a.k.a. Social Media Monitoring
    21. Free Monitoring Tools
    22. Paid Monitoring Tools
    23. Monitoring Dashboard
    24. Other Considerations <ul><li>You need to think about: </li></ul><ul><ul><li>Measurement </li></ul></ul><ul><ul><li>Commitment & Time </li></ul></ul>
    25. Benefits for brands <ul><li>Social media can be a great customer service channel </li></ul><ul><li>Social media drives product quality </li></ul><ul><li>Social media drives transparency </li></ul><ul><li>Social Media creates products that people want </li></ul>
    26. Benefits cont… <ul><li>Social Media can positively impact your search engine rankings </li></ul><ul><li>Social Media can lead to more online conversations about your brand </li></ul><ul><li>Social Media Marketing can be done for a fraction of the cost of traditional advertising & marketing </li></ul>
    27. Social Media Tips & Best Practices <ul><li>DO: </li></ul><ul><ul><li>Give to Get </li></ul></ul><ul><ul><li>Be transparent with your intentions </li></ul></ul><ul><ul><li>Understand you do NOT control the message </li></ul></ul><ul><ul><li>Welcome participation, collaboration and feedback </li></ul></ul>
    28. Social Media Worst Practices <ul><li>DO NOT: </li></ul><ul><ul><li>Be fake in any way </li></ul></ul><ul><ul><li>Avoid listening </li></ul></ul><ul><ul><li>Being pushy and/or salesy </li></ul></ul><ul><ul><li>Avoid creating social media silos </li></ul></ul>
    29. Ford Motor Company A Brand doing it well…
    30. Ford Motor Company They listened to the conversation their customers were having online…
    31. And discovered…
    32. And discovered…
    33. And discovered…
    34. Houston : We have a problem! <ul><li>People don’t know the facts about our brand </li></ul><ul><li>We don’t know what our customers really think about us </li></ul>
    35. Ford’s Social Media Objectives <ul><li>Must: </li></ul><ul><ul><li>Correct the brand to consumer communications problems </li></ul></ul><ul><ul><li>Establish a benchmark, and measure ongoing progress </li></ul></ul><ul><li>Ford moved forward by: </li></ul><ul><ul><li>Being transparent, reaching out with real people (like Scott Monty, their Social Media lead) </li></ul></ul><ul><ul><li>Focusing relentlessly on correcting misinformation </li></ul></ul><ul><ul><li>Changing consumer opinion about the brand </li></ul></ul>
    36. Other Social Media Successes <ul><li>Direct Revenue Generation </li></ul><ul><li>Dell Computer </li></ul><ul><li>JetBlue </li></ul>
    37. Ken Burbary [email_address] Twitter: kenburbary Blog:
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