Social Media Walkthrough by Marketing Eco


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Walkthrough Agenda:
What is Social Media?
Social Media Marketing (SMM)
What is the Social Web?
Social Media Optimization (SMO)
Search Engine Optimization (SEO)
Year to Year Social Media Traffic Conditions
Is Social Media is for You?
Separating Social Media Roles
Getting Started Resources

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  • Kari Havir created an easy to understand overview of Social Media. I was able to immediately apply what I learned from Kari as I design my organizations needs in this arena. For me, a sign of a good presentation is when I'm left wanting for more at the end. This presentation does that for me. Wayne Lindholm, President, Scanlon Leadership Network
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Social Media Walkthrough by Marketing Eco

  1. 1. Social Media Walkthrough Kari Havir Principal Marketing Eco
  2. 2. Walkthrough Agenda • What is Social Media? • Social Media Marketing (SMM) • What is the Social Web? • Social Media Optimization (SMO) • Search Engine Optimization (SEO) • Year to Year Social Media Traffic Conditions • Is Social Media is for You? • Separating Social Media Roles • Getting Started Resources So what the heck is social media and what does it do?
  3. 3. What is Social Media (SM)? • Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. • Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). • It supports the democratization of knowledge and information, transforming people from content consumers into content producers. • Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Are there basic elements to social media?
  4. 4. Three Components of Social Media 1. Concept 2. Media 3. Social interface – Art – Physical – Intimate direct – Information – Electronic – Community – Elements of – Verbal engagement cultural ideas – Social viral – Electronic broadcast or syndication – Other physical media such as print Can you tell me a little more about the forms it takes on?
  5. 5. Common Forms of Social Media • Concepts, slogans, and statements with a high memory retention gain that excite others to repeat. • Grassroots direct action information dissemination such as public speaking, installations, performance, and demonstrations. • Electronic media with 'sharing', syndication, or search algorithm technologies (includes Internet and mobile devices). • Print media designed to be re-distributed. Can you tell me more about the digital forms?
  6. 6. Social Media in the Digital Realm • Social media can take many different digital forms, including Internet forums, weblogs, social blogs, wikis, podcasts, pictures, video, rating, and bookmarking. • Technologies include blogs, picture-sharing, vlogs, wall- postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. • Many of these social media services can be integrated via social network aggregation platforms like Mybloglog and Plaxo. How many varieties of social media are there altogether?
  7. 7. Social Media Varieties Communication Collaboration Multimedia Reviews and Opinions Entertainment Other Where does blogging, Facebook, and Twitter fit in?
  8. 8. Communication • Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngine, Xanga • Micro-blogging and presence applications: Twitter, Plurk, Tumblr, Jaiku, fmylife • Social networking: Bebo, BigTent, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Hi5, Ning, Elgg • Social network aggregation: NutshellMail, FriendFeed • Events: Upcoming, Eventful, What’s in the collaboration bucket?
  9. 9. Collaboration • Wikis: Wikipedia, PBwiki, wetpaint • Social bookmarking (or social tagging): Delicious, StumbleUpon, Google Reader, CiteULike • Social news: Digg, Mixx, Reddit, NowPublic • Opinion sites: epinions, Yelp What’s in the multimedia bucket?
  10. 10. Multimedia • Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa • Video sharing: YouTube, Vimeo, sevenload • Livecasting:,, Stickam, Skype • Audio and music sharing: imeem, The Hype Machine,, ccMixter What’s included in reviews and opinions?
  11. 11. Reviews and Opinions • Product Reviews:, • Business Reviews: • Community Q&A: Yahoo! Answers, WikiAnswers, Askville, Google Answers Anything exciting in the entertainment bucket?
  12. 12. Entertainment • Media & Entertainment Platforms: Cisco Eos • Virtual worlds: Second Life, The Sims Online, Forterra • Game sharing: Miniclip, Kongregate What’s in the “other” bucket?
  13. 13. Other • Information aggregators: Netvibes, Twine (website) What does SMM stand for and what is it?
  14. 14. What is Social Media Marketing (SMM)? • SMM describes the act of using social networks, online communities, blogs, wikis or any other collaborative Internet form of media for marketing, sales, public relations, and customer service. • Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr, and YouTube. • In the context of Internet marketing, social media refers to a collective group of web properties whose content is primarily published by users, not direct employees of the property (e.g. the vast majority of videos on YouTube are published by non-YouTube employees). What elements make SMM work?
  15. 15. SMM = Buzz + Fans + Conversation 1. Buzz: News worthy events, videos, tweets, or even blog entries that attract attention, and become viral in nature. Buzz makes social media marketing work by replicating a message through user to user contact instead of an ad. 2. Fans: Social media enables fans of a brand/company to promote it in multiple online social media venues, such as fan pages in Twitter, MySpace or Facebook. 3. Conversation: Social media marketing is not fully controlled by the organization and allows user participation and dialogue. SMM campaigns must fully engage and respect users since badly designed SMM campaigns can backfire on the organization that created it. What does “social web” mean?
  16. 16. Social Media and the Social Web • Nielsen published a report, Global Faces and Networked Places, suggesting that blogs and social networks make up the emerging social web. The social web includes social media sites and it is a location within which social media marketing takes place. • According to Lloyd Salmons, first chairman of the Internet Advertising Bureau social media council, "Social media isn't just about big networks like Facebook and MySpace, it's about brands having conversations.” • The parameters surrounding social media marketing are arguably elusive and ever evolving; however a growing consensus suggests social media marketing and social media are here to stay. What does SMO stand for and what is it?
  17. 17. Social Media Optimization (SMO) • A set of methods for generating publicity through social media, online communities and community websites. • Methods of SMO include adding RSS feeds, social news buttons, blogging, and incorporating third-party community functionalities like images and videos. • Social media optimization is related to search engine optimization (SEO), but differs in several ways. Primarily, the focus is on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO. What is SEO and is it used in SMM?
  18. 18. Search Engine Optimization (SEO) • SEO is the process of improving the volume or quality of traffic from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to search engine marketing (SEM) which deals with paid inclusion. • SEO may target different kinds of search, including image search, local search, video search, and industry-specific vertical search engines. • SEO methods include: – Writing content that includes a high density of frequently searched keywords and phrases. – Cross linking between pages of the same website. – Naming photo files embedded in the site with relevant key words. – Giving pages keyword dense URLs or page file names. – Editing HTML coding for websites to increase site relevance to keywords and remove search engine indexing barriers. Is there enough traffic in social media to make it worth my while?
  19. 19. Nielsen Top 10 Social Media Site Stats Apr-08 Total Minutes Apr-09 Total Minutes Year-over-Year Site (000) (000) Percent Growth Facebook 1,735,698 13,872,640 699 7,254,645 4,973,919 -31 Blogger 448,710 582,683 30 29,858 327,871 998 7,865 299,836 3712 MyYearbook 131,105 268,565 105 LiveJournal 54,671 204,121 273 LinkedIn 119,636 202,407 69 SlashKey N/A 187,687 N/A Gaia Online 173,115 143,909 -17 Go to What is everyone doing on Facebook?
  20. 20. Facebook Traffic Conditions General Growth • More than 300 million active users • 50% of active users log on to Facebook in any given day • The fastest growing demographic is those 35 years old and older User Engagement • Average user has 130 friends on the site • More than 8 billion minutes are spent on Facebook each day (worldwide) • More than 45 million status updates each day • More than 10 million users become fans of Pages each day Facebook Resources • Statistics via How do I decide if social media is for me?
  21. 21. Is Social Media for You? “Yes” answers here indicate “No” answers here indicate SMM may be right for you: you may have SMM homework: 1. Are you interesting in 1. Do you have a content creating a conversation? strategy / value proposition? 2. Are you interested in 2. Do you have time/resources creating awareness? to develop relationships? 3. Are you interested in finding 3. Do you have the tools or plan and energizing advocates? to integrate social media? 4. Do you want to use social 4. Are your clients online? media to listen to clients? How do I keep aunts and uncles from writing on my Facebook wall?
  22. 22. Separating Social Media Roles Wall Wall Personal Professional Organizational • Family • Colleagues • Corporation • Friends • Clients • Foundation • School • Work mates • Association chums • Recreational How do I get started?
  23. 23. Continuing Educations Series Coming Soon to Marketing Eco on SlideShare: • LinkedIn: How to build your personal brand on LinkedIn • Search Engine Optimization (SEO): Five essential steps to successful SEO for social media • Blogging and Transparency: Five ways to become more transparent • SlideShare 101: Getting started with SlideShare “People worry too much about bringing their personal selves into business, when I think the way to succeed in today’s world is to make your business more personal.” Zappos CEO Tony Hsieh What do I do if I have more questions down the road?
  24. 24. Contact Marketing Eco Kari Havir Marketing Eco 651-403-0704 SlideShare: Thank you!