Social media madness –join or die<br />MadsFuhrFrederiksen – @madsfuhr<br />November 2010<br />
Humans – what’s up with them?<br />We love to talk<br />We love to engage in passionate matters<br />We love to respond to...
Agenda<br /><ul><li>What is social media?
Why should you engage in social media?
Monitoring you social media activities
What tools should you use
YouTube – what can video do for your business?
Visual case stories
Questions & Discussion</li></li></ul><li>What type are you?<br /><ul><li>influential
first mover
early adaptor
passive
aggressive
involving
observant
loud
value-adding
ambassador
anonymous
?</li></li></ul><li>Kindly borrowed from www.theoatmeal.com<br />
Social media<br />What happens in Vegas, stays on YouTube<br />
Definition af “social”According to wikipedia.org<br />“refers to a characteristic of living organisms (humans in particula...
Definition af “media”According to wikipedia.org<br />“tools used to store and deliver information or data”<br />http://en....
Definition af “social media”According to wikipedia.org<br />“Social media are media for social interaction,<br />using hig...
“…a responsibility to understandthe use of standards and the importance of makingWeb applications that work with any kind ...
Lots of platforms/channels<br /><ul><li>Blogs/Forum/RSS (Wordpressplugins)
Video and Image-sharing sites (YT, Flickr…)
Review sites (trustpilot.dk, ask.com etc.)
SNS (SocialNetworkServices, Facebook Social Plugins)
Bookmarking sites (delicious.com, enjoythin.gs…)
News aggregator sites, Wikis…
Music, entertainment sites</li></li></ul><li>Lot of reasons to get involved<br /><ul><li>Improve image/brand (reputation)
Brand awareness
Input for product development
Improve customer service
Closer dialogue with customers
Increase turnover
Generate leads
Other?</li></li></ul><li>Social Business<br />What does this mean for your business?<br />
Conversations are here – are you a part of it??<br />
Types of activities online<br /><ul><li>Positive/negative comments on brand/product
Customers service questions/dialogue
Ideas/tips for product improvement
User-user input
Campaign/bonus requests
Social media at its best!</li></li></ul><li>Social media ROI<br />Return On Ignoring?<br />
The boring formula<br />Gain from investment – Cost of investment<br />Cost of investment<br />ROI =														x100 <br />
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Social Media Madness - join or die

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From my latest lecture at Medie- og Journalisthøjskolen 2010

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Social Media Madness - join or die

  1. 1. Social media madness –join or die<br />MadsFuhrFrederiksen – @madsfuhr<br />November 2010<br />
  2. 2. Humans – what’s up with them?<br />We love to talk<br />We love to engage in passionate matters<br />We love to respond to other peoples passionate comments<br />We love to mirror ourselves against others<br />We love to reinsure our own raison d'etre (existence)<br />We love to talk in order to be heard<br />We love to express our opinion<br />We love to be “seen”<br />We love to socialize<br />
  3. 3. Agenda<br /><ul><li>What is social media?
  4. 4. Why should you engage in social media?
  5. 5. Monitoring you social media activities
  6. 6. What tools should you use
  7. 7. YouTube – what can video do for your business?
  8. 8. Visual case stories
  9. 9. Questions & Discussion</li></li></ul><li>What type are you?<br /><ul><li>influential
  10. 10. first mover
  11. 11. early adaptor
  12. 12. passive
  13. 13. aggressive
  14. 14. involving
  15. 15. observant
  16. 16. loud
  17. 17. value-adding
  18. 18. ambassador
  19. 19. anonymous
  20. 20. ?</li></li></ul><li>Kindly borrowed from www.theoatmeal.com<br />
  21. 21.
  22. 22.
  23. 23.
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30. Social media<br />What happens in Vegas, stays on YouTube<br />
  31. 31. Definition af “social”According to wikipedia.org<br />“refers to a characteristic of living organisms (humans in particular). It always refers to the interaction of organisms with other organisms and to their collective co-existence, irrespective of whether they are aware of it or not, and irrespective of whether the interaction is voluntary or involuntary.”<br />http://en.wikipedia.org/wiki/Social<br />
  32. 32. Definition af “media”According to wikipedia.org<br />“tools used to store and deliver information or data”<br />http://en.wikipedia.org/wiki/Media<br />
  33. 33. Definition af “social media”According to wikipedia.org<br />“Social media are media for social interaction,<br />using highly accessible and scalable publishing techniques.”<br />http://en.wikipedia.org/wiki/Social_media<br />
  34. 34. “…a responsibility to understandthe use of standards and the importance of makingWeb applications that work with any kind of device.”<br /><ul><li>Sir Tim Berners-Lee</li></ul>Inventor of the world wide web<br />http://www.bcs.org/server.php?show=conWebDoc.3337<br />
  35. 35. Lots of platforms/channels<br /><ul><li>Blogs/Forum/RSS (Wordpressplugins)
  36. 36. Video and Image-sharing sites (YT, Flickr…)
  37. 37. Review sites (trustpilot.dk, ask.com etc.)
  38. 38. SNS (SocialNetworkServices, Facebook Social Plugins)
  39. 39. Bookmarking sites (delicious.com, enjoythin.gs…)
  40. 40. News aggregator sites, Wikis…
  41. 41. Music, entertainment sites</li></li></ul><li>Lot of reasons to get involved<br /><ul><li>Improve image/brand (reputation)
  42. 42. Brand awareness
  43. 43. Input for product development
  44. 44. Improve customer service
  45. 45. Closer dialogue with customers
  46. 46. Increase turnover
  47. 47. Generate leads
  48. 48. Other?</li></li></ul><li>Social Business<br />What does this mean for your business?<br />
  49. 49. Conversations are here – are you a part of it??<br />
  50. 50. Types of activities online<br /><ul><li>Positive/negative comments on brand/product
  51. 51. Customers service questions/dialogue
  52. 52. Ideas/tips for product improvement
  53. 53. User-user input
  54. 54. Campaign/bonus requests
  55. 55. Social media at its best!</li></li></ul><li>Social media ROI<br />Return On Ignoring?<br />
  56. 56. The boring formula<br />Gain from investment – Cost of investment<br />Cost of investment<br />ROI = x100 <br />
  57. 57. Some clever words…<br />“Personal recommendations and consumer opinions<br />posted online are the most trusted forms of advertising globally”<br />Source: Nielsen Online press center, 07/09/09: “The Nielsen Company reveals the most..”<br />
  58. 58. Google Analytics (traditional metrics)<br />Hard facts, numbers/figures, CTR, visits, pageviews, goals etc.<br />
  59. 59. Social Media Analytics (non-financial)<br />Soft metrics, comments, Likes, conversation volume, social graph size, RT etc.<br />
  60. 60. Impact<br />Investment<br />Social Capital<br />Financial<br />Return<br />Social activity, campaigns,<br />SNS, profiles etc.<br />Followers, Friends, Likes,<br />Brand likeability, Links, reputation<br />Website conversions, signups,<br />lead generation etc.<br />
  61. 61. Before & After measurements<br />
  62. 62. Social media strategy<br />Do YOU have a plan for US?<br />
  63. 63. 5 quick…<br />Understand the different platforms/channels<br />Define how/why social media can boost your company<br />Cover your market/market shares – how is the relevant communication shaped today?<br />How do we interact with our market and target groups – now and later on?<br />Be social, be active, be realistic – have patience…<br />
  64. 64. Activity goals / Criteria for succes<br />What is is, that you would like to improve, reach, obtain?<br />Which points are measureable (Key Performance Indicators, KPI)?<br /><ul><li>Sales, signups, cost reduction , customer service, reviews, reputation, leads?</li></ul>Get an overview of what to measure, before you roll out your campaigns.<br />Client expectation matching!<br />
  65. 65. Market & Target groups<br />Market situation, competitors etc. – how do they do it (good/bad)?<br />Define your target group(s) + behaviour online<br /><ul><li>Define and discover influential's, ambassadors, first movers etc.</li></ul>Where on the internet are your target group?<br />How can we “charge” theme in the best possible way?<br /><ul><li> YouTube activity, Facebook ads, Banner ads, subject-related podcasts?</li></li></ul><li>Platforms/Channels<br />Which platforms should we utilize?<br /><ul><li>A new blog, existing website, podcasts, Twitter?</li></ul>How are these platform connected to eachother – does it make sense?<br />Understand their full potential – are you capable of doing so (competence)?<br />Connect the different platforms to your own company value chains?<br />
  66. 66. Dedicate ressources<br />Who’s responsible for the daily updates/communication with customers on e.g. a corporate Facebook Page?<br /><ul><li>What if it has to do with technical issues, who’s is competent to answer these profesionally?</li></ul>Define how many hours a day, you will spend for social media activity engagement, such as updates, events, news, thoughts from the company, links, articles etc.?<br />How often will you be monitoring your market buzz?<br />Response time – max. 24 hours on weekdays on e.g. a Facebook Page<br />
  67. 67. Image<br />Tone of voice (1st, or 3rd person speech, smart guy, trustworthy, a pro, serious, happy, too happy?)<br />Update frequency (avoid SPAMMING the walls!)<br />Events, new activities to sustain customers (make an activity plan/overview)<br />Customer online – how will you manage this?<br />How much/often should you interfere in the dialogue online, which you are in fact facilitating and who is competent to estimate this situation?<br />
  68. 68. Activities for building traffic<br />Facebook Ads, Google Ads, Banner Ads, viral campaigns, events, Flashmob?<br />Offline channels?<br />Does it all make sense to you/your potential clients?<br />
  69. 69. Roll out timeplan<br />Make a simple time plan for each of your rollout activities<br />How fast will you approach the market?<br />How aggressive?<br />Source: http://www.youtube.com/t/fact_sheet<br />
  70. 70. YouTube<br />What happens in Vegas, stays on YouTube<br />
  71. 71. ”What happens in Vegas stays on YouTube”<br />
  72. 72. Traffic & Demographics<br />Source: Nielsen Online, The Global Online Media Landscape, April 2009<br />
  73. 73. Usage & Spending<br />Source: Nielsen Online, The Global Online Media Landscape, April 2009<br />
  74. 74. Traffic & Demographics<br />Traffic and Stats<br /><ul><li>2 billion videos viewed every day, globally
  75. 75. Hundreds of thousands of video uploads daily
  76. 76. Every minute, 24 hours of video is uploaded to YouTube
  77. 77. 2nd largest search engine worldwide</li></ul>Demographics<br /><ul><li>Age range 18-55
  78. 78. Evenly divided between males and females
  79. 79. Spanning all geographies
  80. 80. 51% percent of our users go to YouTube weekly or more often
  81. 81. 52% of 18-34 year-olds share videos often with friends and colleagues</li></ul>Source: http://www.youtube.com/t/fact_sheet<br />
  82. 82. Who’s using YouTube? U.S. ONLY<br />Source: http://www.flowtown.com<br />
  83. 83. Visitors & Streaming<br />Monthly unique visitors<br />May 2010: 103.817.689 visitors<br />November 2009: 88.695.191 visitors<br />May 2009: 81.396.365 visitors<br />Streaming video<br /><ul><li>5.799.702.000 YouTube.com videos streamed in the US in June 2010!
  84. 84. Hulu.com had 598.812.000 videos streamed in the same period</li></ul>Source: http://www.youtube.com/t/fact_sheet<br />
  85. 85. Top 5 most viewed channels<br />Vevo (Music channel)<br />Expert Village (answers to life)<br />Machinima (entertainment, gaming)<br />Hollywood Records (entertainment, music)<br />Fail Blog! (entertainment)<br />Conclusion: People want to be entertained!<br />People will easily spend hours on videos, which are either:<br />a: relevant to them<br />b: simply entertaining, shareable content<br />Source: http://www.youtube.com/t/fact_sheet + http://www.flowtown.com<br />
  86. 86. Social Media Optimization (SMO)<br />How do we improve and optimize our activities?<br />
  87. 87. SMO: “social media optimization”According to wikipedia.org<br />“Social Media Optimization (SMO) or Social SEO is the methodization of social media activity with the intent of attracting unique visitors to website content. SMO is one of two online methods of website optimization; the other method is search engine optimization or SEO.”<br />- RohitBhargava, 2006<br />http://en.wikipedia.org/wiki/Social_media_optimization<br />
  88. 88. Social Media Optimization<br /><ul><li>Step 1
  89. 89. Monitoring online ”talk” e.g. via TweetDeck
  90. 90. Keyword-based monitoring
  91. 91. Step 2
  92. 92. Involve in the medium
  93. 93. React to the talk (positive/negative)
  94. 94. Engage in dialogue
  95. 95. Step 3
  96. 96. Facilitate new conversation, increase your overall conversation volume through e.g. subject-related, questionbased posts
  97. 97. Build a foundation for dialogue/communication
  98. 98. Respond quickly to new comments, activity
  99. 99. Step 4
  100. 100. Start all over…</li></li></ul><li>TweetDeck desktop app<br />Sourcetracking: TwitterMentions, Messages, Followers, Facebook, LinkedIn, FourSquare etc.<br />
  101. 101. Whostalkin.com<br />Sourcetracking: Microblogging, Networks, Images, Video, Audio, Blogs etc.<br />
  102. 102. Socialmention.com<br />Sourcetracking: Microblogging, Networks, Images, Video, Audio, Blogs etc.<br />
  103. 103. Adjust, Optimize, Correct<br />Are you “in sync” with your customers?<br />Are you “in sync” with the actual conversation?<br />Is this conversation moving in the “right” direction, as intended or should you get involved to adjust direction?<br />Is the progress fulfilling?<br />Do you need to optimize, adjust on your own engagement on all your platforms and channels?<br />Do you follow and obey conventions, code of conducts for your own defined online presence?<br />How are your hard and soft numbers and fact moving along?<br />Are we on time according to time plans?<br />Are we foreseeing seasonal activities, which we need to prepare for?<br />
  104. 104. Thanks!<br />@MadsFuhr<br />Playgrounds.dk<br />
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