Social Media


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This is a presentation I made to company management regarding our need to urgently adopt social media for our own business as well as our clients\'.

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Social Media

  1. 1. evaluating social media and the digital revolution D e c e m b e r 2 0 0 9 - by Mandy de León
  2. 2. w h a t ’ s g o i n g o n o u t t h e r e ? w h a t d o w e n e e d t o b e p r e p a r e d f o r ?
  3. 3. <ul><li>just to name a few in the last 10 years… </li></ul><ul><ul><li>change in the way we purchase / listen to music </li></ul></ul><ul><ul><ul><li>I Tunes, Pandora internet radio </li></ul></ul></ul><ul><ul><ul><li>satellite radio </li></ul></ul></ul><ul><ul><li>television </li></ul></ul><ul><ul><ul><li>more younger adults spend more time on Internet than watching TV – about even for over 45 </li></ul></ul></ul><ul><ul><ul><li>adults watching TV from their computers </li></ul></ul></ul><ul><ul><ul><ul><li>Hulu </li></ul></ul></ul></ul><ul><ul><ul><ul><li>YouTube </li></ul></ul></ul></ul><ul><ul><li>how we read books </li></ul></ul><ul><ul><ul><li>Kindle </li></ul></ul></ul><ul><ul><ul><li> vs. local bookstore </li></ul></ul></ul>what’s happening?
  4. 4. <ul><li>just to name a few in the last 10 years… </li></ul><ul><ul><li>laptops, wifi </li></ul></ul><ul><ul><li>growth of smart phones </li></ul></ul><ul><ul><ul><li>apps – downloaded 2-billion </li></ul></ul></ul><ul><ul><li>growth of home video games </li></ul></ul><ul><ul><ul><li>Wii, xbox </li></ul></ul></ul><ul><ul><li>communication is changing </li></ul></ul><ul><ul><ul><li>decline of newspapers – reading news online </li></ul></ul></ul><ul><ul><ul><li>text messaging </li></ul></ul></ul><ul><ul><ul><li>growth of blogs and websites – if you are a business and don’t have a website, it’s like not having a business card – are you real? </li></ul></ul></ul><ul><ul><ul><li>social media </li></ul></ul></ul>what’s happening?
  5. 5. <ul><li>what is the common denominator? </li></ul><ul><li>EVERYTHING IS DIGITAL. </li></ul>what’s happening?
  6. 6. w h y d o w e n e e d t o c o n c e r n o u r s e l v e s w i t h s o c i a l m e d i a ?
  7. 7. <ul><li>our clients (potential clients and former clients) are doing this </li></ul><ul><li>let’s visit their websites and take a look </li></ul>why we should care
  8. 8. <ul><li>clients (potential clients) who could be doing this </li></ul><ul><ul><li>anyone who has customers and wants them to be happy, repeat and referral buyers </li></ul></ul>why we should care
  9. 9. <ul><li>other agencies are doing this and giving seminars about it – getting clients through it </li></ul><ul><ul><li>Zehnder Communications </li></ul></ul><ul><ul><li>Pierpont Communications </li></ul></ul><ul><ul><li>Lopez Negrete </li></ul></ul><ul><ul><li>FKM </li></ul></ul><ul><ul><li>The Richards Group </li></ul></ul><ul><ul><li>Love Advertising </li></ul></ul><ul><ul><li>Freed Advertising </li></ul></ul>why we should care
  10. 10. <ul><li>companies that I personally know who have grown / gotten business because of social media </li></ul><ul><ul><li>Interior designer </li></ul></ul><ul><ul><li>Realtor – URHome </li></ul></ul><ul><ul><li>Law firm </li></ul></ul>why we should care
  11. 11. s t a t s
  12. 15. <ul><li>Marketing 1.0 vs Marketing 2.0 </li></ul><ul><li>the last 100+ years the last 10 years </li></ul><ul><li>push advertising is not as well received today as in times past </li></ul><ul><ul><li>consumer skepticism (Book: The Fall of Advertising and the Rise of PR ) </li></ul></ul><ul><ul><li>propensity to tune out marketing messages </li></ul></ul><ul><ul><li>media is so fragmented </li></ul></ul><ul><ul><li>newspaper decline </li></ul></ul><ul><li>CANNOT use social media for PUSH advertising – this is a conversation </li></ul>why we should care
  13. 16. <ul><li>pull needs to be a part of a well-rounded marketing program </li></ul><ul><ul><li>consumers are more connected, educated and empowered than ever before </li></ul></ul><ul><ul><li>people would rather buy a product based on what the community thinks rather than what an advertiser says </li></ul></ul><ul><ul><li>example: reviews </li></ul></ul><ul><ul><li>consumers / buyers/ customers / clients want to know you – your story, your staff, your history, your personality - not just your product or service – social media is great for generating referrals / leads </li></ul></ul>why we should care
  14. 17. <ul><li>good example of who has done this well is Southwest Airlines </li></ul><ul><ul><li>blog shows company culture, deals, promos, photos, fun things their employees are doing </li></ul></ul><ul><ul><li>shows what a fun and friendly company they are </li></ul></ul><ul><ul><li>goes back to people like to do business with people they like </li></ul></ul>why we should care
  15. 18. w h a t ’ s t h e m e d i a
  16. 19. <ul><li>there are hundreds of social media out there </li></ul><ul><li>we are primarily talking about </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>we are secondarily talking about </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>You Tube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Delicious and others </li></ul></ul>what media are we talking about
  17. 20. facebook
  18. 21. what we will talk about The 411 on Social Media Zehnder Communications
  19. 22. w h a t d o w e s a y ?
  20. 23. <ul><li>current projects </li></ul><ul><ul><li>a way to educate people on what we do </li></ul></ul><ul><li>networking events </li></ul><ul><ul><li>l et people know where you’re going to be shows people you’re a mover and shaker </li></ul></ul><ul><li>who you know </li></ul><ul><ul><li>talk about who you know for connections – gives people a sense of the community you’re part of </li></ul></ul>what do we say?
  21. 24. <ul><li>be a resource </li></ul><ul><ul><li>share what you know that would be beneficial to clients </li></ul></ul><ul><li>educational content </li></ul><ul><ul><li>position yourself as a leader/ innovator – teach people what is going on </li></ul></ul><ul><li>entertainment </li></ul><ul><ul><li>cut loose with something funny (tasteful), office pranks </li></ul></ul>what do we say?
  22. 25. <ul><li>new clients we have signed up with </li></ul><ul><li>new employees </li></ul><ul><li>articles we are reading </li></ul><ul><li>books we are reading </li></ul><ul><li>seminars we have attended </li></ul><ul><li>golf tournaments we played in </li></ul><ul><li>clients who have a success story </li></ul><ul><li>what’s in the news </li></ul><ul><li>clients employees who have interesting hobbies – some personal </li></ul><ul><ul><li>parenting tips </li></ul></ul><ul><ul><li>wedding tips </li></ul></ul><ul><ul><li>great restaurant recommendations </li></ul></ul><ul><ul><li>movie reviews </li></ul></ul>what do we say?
  23. 26. <ul><li>new business we are working on </li></ul><ul><li>clients’ proprietary information </li></ul><ul><li>politics or religion </li></ul><ul><li>profanity or sexual jokes </li></ul><ul><li>observe business etiquette </li></ul>what do we NOT say?
  24. 27. w h a t h a v e w e s t a r t e d ? w h a t m o r e c a n w e d o ?
  25. 28. <ul><li>blog on our website </li></ul><ul><ul><li>topics for discussion </li></ul></ul><ul><ul><ul><li>do we need more employees blogging </li></ul></ul></ul><ul><ul><ul><li>do we need one more conservative blog written for potential customers and one edgier blog written to attract talent? </li></ul></ul></ul>what have we started?
  26. 29. what have we started? <ul><li>Facebook page – blank </li></ul><ul><li>Twitter page – blank </li></ul><ul><li>LinkedIn page – needs work </li></ul>
  27. 30. <ul><li>upload videos / commercials to You Tube </li></ul><ul><li>upload our work to Flickr </li></ul><ul><li>upload relevant slide shows to SlideShare </li></ul><ul><li>start working Digg, StumbleUpon, Delicious </li></ul>what more can we do?
  28. 31. <ul><li>keep our website updated at least weekly </li></ul><ul><li>send out press releases at every opportunity – timely, not old </li></ul><ul><li>blog at least weekly </li></ul><ul><li>tweet? maybe </li></ul><ul><li>get Facebook page up-to-date </li></ul>what more can we do?
  29. 32. w h o h a n d l e s t h i s f u n c t i o n ?
  30. 33. social media manager <ul><li>the agency’s primary advisor on all social media channels </li></ul><ul><ul><li>social networks </li></ul></ul><ul><ul><li>content sharing sites </li></ul></ul><ul><ul><li>blogs </li></ul></ul><ul><ul><li>micro-blogs </li></ul></ul><ul><ul><li>wikis </li></ul></ul><ul><li>activities </li></ul><ul><ul><li>blogging </li></ul></ul><ul><ul><li>community development and management </li></ul></ul><ul><ul><li>social bookmarking </li></ul></ul><ul><ul><li>commenting </li></ul></ul><ul><ul><li>well-connected with the broader social media world </li></ul></ul>
  31. 34. social media manager <ul><li>must be able to </li></ul><ul><ul><li>think strategically </li></ul></ul><ul><ul><li>be a storyteller, a tribe-builder </li></ul></ul><ul><ul><li>connect with people in a real/genuine way </li></ul></ul><ul><ul><li>monitor social media trends, tools and apps </li></ul></ul><ul><ul><li>advise, manage, monitor agency’s social media initiatives and participation </li></ul></ul><ul><ul><li>work to grow agency staff participation in in and understanding of social media as an agency self-promotion and engagement tool </li></ul></ul>
  32. 35. social media manager <ul><li>must be able to </li></ul><ul><ul><li>roll up sleeves to implement social media programs for agency clients </li></ul></ul><ul><ul><li>coach clients and agency staff in how to participate in the social media conversation to help grow customer brand relationships </li></ul></ul><ul><ul><li>appropriately apply knowledge to increasing client use of social media </li></ul></ul><ul><ul><li>strategize with and educate the client service team and clients on incorporating relevant social media techniques into the corporate culture and into all company products an services </li></ul></ul>
  33. 36. social media manager <ul><li>must be able to </li></ul><ul><ul><li>recommend social media channels appropriate for client marketing </li></ul></ul><ul><ul><li>guide clients in social media strategies </li></ul></ul><ul><ul><li>measure the impact of social media on overall marketing efforts </li></ul></ul>
  34. 37. how can we explain to clients why they should engage in social media, and what should we charge?
  35. 38. clients <ul><li>start doing our own social media so we know what we’re talking about </li></ul><ul><li>prepare a presentation and start presenting to clients the results of our social media efforts </li></ul><ul><ul><li>recommend social media channels appropriate for client marketing </li></ul></ul><ul><ul><li>guide clients in social media strategies </li></ul></ul><ul><ul><li>measure the impact of social media on overall marketing efforts </li></ul></ul><ul><ul><li>part of an integrated marketing plan </li></ul></ul>
  36. 39. clients <ul><li>fees </li></ul><ul><ul><li>WSJ article </li></ul></ul><ul><ul><li>Second Wind message board </li></ul></ul><ul><li>closing article </li></ul>