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 Participating…

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

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

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”

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

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

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 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

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

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…

And discovered…

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

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

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

Direct Revenue Generation

Dell Computer

JetBlue

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