W M C C Class

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    W M C C Class - Presentation Transcript

    1. Blogs and Twitter and Flickr, Oh MY! What’s the fuss all about? Katie Delahaye Paine CEO KDPaine & Partners [email_address] www.measuresofsuccess.com kdpaine.blogs.com Member, IPR Measurement Commission www.instituteforpr.org
    2. First, the numbers
      • By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network
      • Social Media has overtaken porn as the #1 activity on the Web
      • Years to Reach 50 million Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.
      • 80% of companies use LinkedIn as a primary tool to find employees
      • The fastest growing segment on Facebook is 55-65 year-old females
      • Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama
      • There are 4 times as many cell phones as PCs
      • 54% = Number of bloggers who post content or tweet daily
      • 78% of consumers trust peer recommendations , only 14% trust advertisements, & 32% said they follow recommendations from friends
      • Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009
      • 53% of DVR owners watch at least 50% of content on replay – skipping ads all together
      • Consumer Internet ad spend outpaces TV spend by 3X
      • 26% of US respondents have already contributed content to social networking sites.
      • 2 out of 3 ad execs expect ad revenue to shift from impression-based to impact based metrics within three years
    3. Signs that it’s the end of the world as we know it
      • The Dept of Defense considers Twittering and other forms of social media critical to national security
      • Sodexo cut $300K out of its recruitment budget using Twitter
      • Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0
      • HSUS generated $650,000 in new donations from an on-line photo contest on Flickr
      • NWF increased wildlife spotting as well as members with its Twitter account
      • The Red Cross measures the effectiveness of Twitter via lives saved and harm avoided
      • IBM 1000+ people tweeting & receives more leads, sales and exposure from a $500 podcast than it does from an ad
      • 11 Mom’s turned around Walmart’s image and delivered measureable increases in sales.
    4. A measurement timeline
    5. The Engagement Decision Tree
    6. 10 reasons you need to take the social media plunge
      • Listening = learning and improving. It’s one big focus group and will help you understand your marketplace
      • Chances are the competition is already doing it, and if not you’ll be way ahead of the game.
      • It’s worse to be not talked about at all
      • It cost nothing to try it
      • It expands your market internationally & exponentially
      • It makes you look bigger than you are
      • You learn a lot
      • It broadens your horizons
      • You really don’t have a choice.
      • It’s easier than you think
    7. You are a party planner, not a communicator Page Old School 21 st Century
    8. The immutable laws of 21 st Century Communications
      • You aren’t in control, and never have been
      • There is no market for your message, there’s just clutter
      • It’s not how many eyeballs, it’s the right eyeballs, so be who you are and see who is pleased and be there when they need you
      • HITS = How Idiots Track Success: Size doesn’t matter so stop screaming, start listening
      • Spin is dead, long live transparency and if you want to increase trust, you must increase transparency
      • You become what you measure, so match your measures to your objective
      • The customer is all that matters, the media will all change tomorrow
      • Behind every Tweet or Post is a person
      • Enable the conversations—it’s going on, with or without you
      • Crowdsourcing will beat outsourcing every time
    9. Basic Definitions
      • Social Media
        • Facebook, MySpace, Linked In
      • Media Sharing sites
        • YouTube, Flickr
      • Microblogging
        • Twitter, Utterz, Plurk, Pownce
      • Bookmarking/Aggregators
        • Digg, Stumbleupon, Reddit, Fark, Del.ici.ous
      • Blogs
        • Journalistic
        • Personal
        • Corporate
        • Internal
        • Marketing
      • Tracking tools
        • Google Analytics
        • Omniture
        • WebTrends
        • Web Side Story
    10. Case Studies
      • National Wildlife
      • Humane Society
      • American Red Cross
      • CDC
      • Iran Election
    11. 7 Rules for Success in Social Media
      • Conquer your fears
      • Define your objectives
      • Check in with your stakeholders
      • Start listening
      • Take the plunge
      • Obey the rules
      • Measure success
    12. Step 1. Conquer your fears
    13. 2. Set clear measureable objectives
      • What problem do you need to solve
      • Don’t do it if it doesn’t add value
      • You can’t manage what you can’t measure, set measureable goals
    14. Goals for Social Media
      • Marketing/leads/sales/
      • Mission/safety/civic engagement
      • Relationship/reputation/positioning
      To fix this Or get to this
    15. 3. Check in with your stakeholders
      • Should you blog or Twitter?
        • Don’t ask me, ask your customers
      • What’s important to them?
      • Where do they go for information?
      • What do you want them to know?
    16. 4. Start listening
      • Search for relevant topics
      • Monitor those topics
        • www.socialmention.com
        • Google Alerts
      • Join Twitter
        • Search.twitter.com
        • Tweetdeck
    17. 5. Take the plunge
      • Use Ping.FM
      • JoinTwitter, start following
        • @kdpaine
        • @shelisrael
        • @nhpr
        • @wmur
        • @scottsimon
        • @kamichat
        • @chrisbrogan
        • #followfriday
        • @anyone who interests you
      • Join Facebook
        • Find family & Friends
      • Join Linked-In
        • Find a job
      • Join Flickr
        • Share pictures
      • Join YouTube
        • Podcast
    18. 6. Obey the rules
      • Do
        • Listen first
        • Be interesting
        • Share things that excite you
        • Ask advice
        • Join the conversation
        • Comment on blogs
        • Reply to Twitter
      • Don’t
        • Talk about boring stuff
        • Scream about your product
        • Be a narcissist
        • TWI
    19. 7. Measure success
      • Web traffic
        • Google Analytics
      • Search effectiveness
        • Hubspot Grader
      • Improve relationships
        • SurveyMonkey
    20. Learn more
      • David Meerman Scott
      • Shel Israel – Naked Conversations, Twitterville
      • Joseph Jaffe – Join the Conversation
      • Brian Solis/Geoff Livingston – Now is Gone
    21. What you can do with Twitter
      • Crowdsource
      • Fundraise
      • Identify markets
      • Get help
      • Brainstorm
      • Find stuff for free
    22. What you can do with Facebook
      • Find people who already love your product
      • Build passion
      • Share cool stories about your product/passion
    23. What you can do with Linked-In
      • Find contacts
      • Find influencers
      • Find people you know but have lost touch with
    24. Quick tips on how to get visibility
      • Make it easy to end up on a blog
        • Send press releases as HTML or as links
        • Send pictures as jpg not tif files
        • Write like you talk, not like you’ve been taught
        • Engage in conversation with bloggers that are important
      • Start a blog rather than a web site -- its cheaper and easier to update
      • Tags, tags and more tags
    25. How will you know you’re successful?
      • Cost savings
      • Revenue
      • % increase or decrease in unique visits
      • Change in page rank - i.e a list of the top ten most popular areas and how it has changed in the last week
      • In the past  month,  what % of all sessions represent more than 5 page views
      • % of sessions that are greater than 5 minutes in duration
      • % of visitors that come back for more than 5 sessions
      • % of sessions that arrive at your site from a Google search, or a direct link from your web site or other site that is related to your brand
      • % of visitors that become a subscriber
      • % of visitors that download something from the site
      • % of visitors that provide an email address
      Courtesy of Eric Peterson
    26. Thank You!
      • For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard:
      • www.themeasurementstandard.com
      • Follow me on Twitter: KDPaine
      • Find me on Facebook: Katie Paine
      • Reach me on Skype: KDPaine

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