Aaacvb Social Workshop1 051309

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  • 1. SOCIAL MEDIA WORKSHOP Session 1 “Socially Awkward” 05.13.09 Wednesday, May 13, 2009
  • 2. Your Presenters Ben Isenberg Niki Rogers Lane Douglas Wednesday, May 13, 2009
  • 3. Preliminaries Entire slideshow available as a PDF download on SlideShare.com following this seminar. Details will be provided at the end. Wednesday, May 13, 2009
  • 4. “Collect All 3” Socially Awkward 05.13.09 Today’s workshop is the first of 3 Socially Aware over the next couple of months. 06.10.09 The workshops build upon one another. Socially Active 07.08.09 Wednesday, May 13, 2009
  • 5. QUESTION “Does the social media world make you feel socially awkward?” Wednesday, May 13, 2009
  • 6. Today’s Agenda Introduction Brand Overview Establishing the Landscape Categorizing Social Media Case Studies Wednesday, May 13, 2009
  • 7. Brand Control Wednesday, May 13, 2009
  • 8. Wednesday, May 13, 2009
  • 9. So, do you think you can “lock up” your brand? Wednesday, May 13, 2009
  • 10. A Brand Built on Security kryptonitelock.com Wednesday, May 13, 2009
  • 11. Kryptonite Compromised? Wednesday, May 13, 2009
  • 12. Source: Fortune (12/29/04), Technorati Wednesday, May 13, 2009
  • 13. Don’t Worry... It’s Not Hopeless! Wednesday, May 13, 2009
  • 14. The Social Landscape Putting It All In Perspective Wednesday, May 13, 2009
  • 15. The Big Players Wednesday, May 13, 2009
  • 16. Informational vs Interactive Wednesday, May 13, 2009
  • 17. Overwhelming! Wednesday, May 13, 2009
  • 18. A little cleanup... Wednesday, May 13, 2009
  • 19. ... and a little more. Wednesday, May 13, 2009
  • 20. Perceived Benefits Wednesday, May 13, 2009
  • 21. Social Networking Sites on Which U.S. Online Retailers Maintain a Page (August 2008) 0 10 20 30 40 Facebook 32% MySpace 27% YouTube 26 % Flickr 5% Other 10% Source: Internet Retailer, “Emerging Technology” conducted by Vovici Corporation Wednesday, May 13, 2009
  • 22. Where Does the Consumer Search For Information? Wednesday, May 13, 2009
  • 23. Wednesday, May 13, 2009
  • 24. Age of Visitors to: Social Networking and Forums Sites The 25-55 y.o. age group makes up 62% of the social networking world and constitutes 60% of the traveling community. Social Networking and Forums Sites Compared to Travel Industry Wednesday, May 13, 2009
  • 25. Household Income Visitors to: Social Networking and Forums Sites Those making between $30K and $150K make up 60% of the social networking world, and constitute ! 75% of the traveling Social Networking and Forums Sites community. Compared to Travel Industry Wednesday, May 13, 2009
  • 26. The Viral Effect Case Study 1: Travelistic #quot; !quot; !quot;#$%'$$'%()$% :..$%(9-*$&'%(,% *quot;+$,%?)quot;&$% ;-9quot;'%-.+%0/&,-+'% /&-..quot;.2%-%(9quot;/%(,% -%*quot;+$,%,.% ;-9quot;' % <9-*$&quot;'=>% $quot; !quot;#$%&quot;#$'%()$%*quot;+$,% -%&,(%-.+%/0('%quot;(%,.% )quot;'%1&,23%4(%quot;'%'$$.%15% )quot;'%6788%+-quot;&5% 9$-+$9'% Wednesday, May 13, 2009
  • 27. BREAK Wednesday, May 13, 2009
  • 28. Social Categories Wednesday, May 13, 2009
  • 29. COMMUNITIES Keep track of community events and activities Create and Join groups relevant to your favorite interests Mode of conversation providing users with a way to keep in touch Foster and grow relationships both personally and professionally Share media with online users in an easily accessible way Wednesday, May 13, 2009
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  • 38. PUBLISHING Feed information to your own personal dashboard from any RSS accessible page Enhance traditional marketing campaigns to through podcasts, blogs and more Great tools for education because they keep you up-to-date on the latest news and trends Give first hand accounts of your life or business and alert users to your updates Take the information with you no matter where you go Wednesday, May 13, 2009
  • 39. Wednesday, May 13, 2009
  • 40. Podcasting Trumps TV Wednesday, May 13, 2009
  • 41. MEDIA SHARING Bookmark all of your favorite sites on the internet Upload view and share simultaneously with other users on the network Store media in repositories for long periods of time Market your brand through online media campaigns including brand channels Find the most frequently viewed media and get in on recent trends Wednesday, May 13, 2009
  • 42. Wednesday, May 13, 2009
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  • 45. Wednesday, May 13, 2009
  • 46. Reviews Users are more likely to be objective in their reviews online due to anonymity Member rating/reward systems give incentive for users to contribute often and accurately A business can tune into to what is being said regarding products, services and brand perceptions Get advice from those who have “been there, done that” Find great deals and post them as you find them to return the favor Wednesday, May 13, 2009
  • 47. Wednesday, May 13, 2009
  • 48. Wednesday, May 13, 2009
  • 49. Wednesday, May 13, 2009
  • 50. Wednesday, May 13, 2009
  • 51. MESSAGING Reach internet users almost instantly Reduce costs of other methods of communication like text messaging and cell phone minutes Easily network with other professionals in your industry Easily locate people by demographics and psychographics such as interests, values and opinions As an organization you can listen in to what others are saying about your brand Wednesday, May 13, 2009
  • 52. Wednesday, May 13, 2009
  • 53. ! Wednesday, May 13, 2009
  • 54. Wednesday, May 13, 2009
  • 55. SPEED OF COMMUNICATION “There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.” Wednesday, May 13, 2009
  • 56. Wednesday, May 13, 2009
  • 57. CASE STUDIES Wednesday, May 13, 2009
  • 58. Obama Campaign Source: Social Media 8 Wednesday, May 13, 2009
  • 59. Online Dashboard Source: Social Media 8 Wednesday, May 13, 2009
  • 60. Obama Utilized Social Obama gained 5 million supporters in other social networks. Obama maintained a profile in more than 15 online communities, including BlackPlanet, a MySpace for African Americans, and Eons, a Facebook for baby boomers. On Facebook, where about 3.2 million (during the campaign) signed up as his supporters, a group called Students for Barack Obama was created in July 2007. It was so effective at energizing college-age voters that senior aides made it an official part of the campaign the following spring. And Facebook users did vote: On Facebook's Election 2008 page, which listed an 800 number to call for voting problems, more than 5.4 million users clicked on an “I Votedquot; button to let their Facebook friends know that they made it to the polls Source: Social Media 8 Wednesday, May 13, 2009
  • 61. YouTube Obama McCain Videos 1,827 330 Views 120,479,084 25,995,773 Subscribers 149,258 28,343 Special features of Contribute to campaign via Google Find events; host events YouTube page Checkout; link to YouTube page on barackobama.com Source: Social Media 8 Wednesday, May 13, 2009
  • 62. FaceBook Official Obama McCain Members/Supporters in 5,066,446* 583.518* largest group Number of Wall posts 572,383 none Special features of profile Videos, find out where to none page** vote, register to vote * Unofficial group ‘One Million for McCain/Palin’ has 200,251 members Unofficial group ‘One Million Strong for Barack’ has 986,470 members ** Beyond basics like Posted Items, Events, Discussion, Wall posts Data from February 4, 2009 Source: Social Media 8 Wednesday, May 13, 2009
  • 63. Even Twitter Source: Social Media 8 Wednesday, May 13, 2009
  • 64. 3.0 million contributors 6.5 million online donations 93% less than $100 $80 Average online donation $500 million raised online Source: Social Media 8 Wednesday, May 13, 2009
  • 65. Will It Blend George Wright, the marketing director for Blendtec, had no background in consumer marketing before this event. He visited the company's testing room and saw the guys blending 2x2 wood pieces with the blender and thought, quot;People have to see this.quot; First 5 videos cost $50 to create.  The videos were picked up by Digg.com, and scored 6 million views in the first week.  George Wright rushed to tell the CEO who did not even know that YouTube existed. The videos were picked up by VH1 and The Today Show.  Then Jay Leno had him on The Tonight Show. Soon, the YouTube videos had been viewed 60 million times and sales, despite the blender's $399 price tag, have been up by 20% ever since. Wednesday, May 13, 2009
  • 66. Wednesday, May 13, 2009
  • 67. Text Wednesday, May 13, 2009
  • 68. Wednesday, May 13, 2009
  • 69. Wednesday, May 13, 2009
  • 70. Is This a Fad? quot;There is no reason anyone would want a computer in their home.quot;     Ken Olson President/founder Digital Equipment Corp., 1977 quot;I think there is a world market for maybe five computers.quot;     Thomas Watson Chairman of IBM, 1943 Wednesday, May 13, 2009
  • 71. QUESTIONS Wednesday, May 13, 2009
  • 72. Thank You! Ben Isenberg ben@vantagestrategy.com twitter: bdisenberg Lane Douglas To download the PDF of this lane@vantagestrategy.com presentation, go to: twitter: lanedouglas http://gol.ly/aaacvb Niki Rogers niki@vantagestrategy.com twitter: nikirogers Wednesday, May 13, 2009