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Social Media & Advancement

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    Notes on slide 1

    25% of online Americans visit a social network at least monthly 22% of teenagers check daily Victoria's Secret has more than 250,000 Facebook friends

    22% use a wiki at least monthly (p.25)

    20% read reviews (p.27)

    7% of online Americans use tags (p.29)

    Most appreciative of Twitter: Business owners, C-Level or VPs. People at large- or medium-sized companies. People doing business development, marketing or creative work. Least appreciative of Twitter: Non-managers. People at very large or small businesses. Consultants, Salespeople and Engineers. Most appreciative of LinkedIn: C-level and non-managers. At small- or medium-sized businesses. Doing consulting or sales. Least appreciative of LinkedIn: Owners and managers. At large or enterprise companies. In creative or marketing departments.Poll: Business People Say Twitter More Important Than LinkedIn (25 June 2009) http://www.readwriteweb.com/archives/poll_business_people_say_twitter_more_important_th.php http://snipurl.com/kvlki

    1382% growth

    Twitter.com is a micro-blog platform – similar to a mini social network or blog community. Community is a key word. Twitter users have a profile made of an avatar (or display picture), username, short biography, homepage link and their personal "timeline." Users can change the appearance of their profile by choosing from a gallery of background images and colour schemes, or by uploading their own background image. A timeline is a reverse-chronological listing of the user's "tweets" or "posts" to the service. Each post is a maximum of 140 characters. Posts were initially meant to answer the question "What are you doing?" but are now being used to publish, promote and discuss without limits. Many bloggers make a habit of announcing new blog posts they have written via the service. Many brands post major announcements or accomplishments. Individuals use the service to comment outloud about anything that crosses their mind, and to respond to the comments of others. Twitter users can both follow and be followed. The user's homepage is a reverse-chronological listing of all the posts made by Twitter users that they have chosen to follow. A user's "followers" see all of his or her posts on their own homepage. For example, if I have 22 followers and am following 18 users, 22 receive everything that I post and I receive all the posts of the 18 people I follow.

    1382% growth

    Interestingly enough, though perhaps not incredibly surprising, is that there does appear to be some differences between the business users of LinkedIn versus more traditional business sites – LinkedIn users tend to be younger, more affluent, hold more responsibility at their employers and are more likely to work in a small company. This could be evidence that a younger generation – one that has used technology for the better part of their professional careers – are actually accelerating in their careers at a faster pace than their older counterparts, perhaps because they’re taking social media more seriously. (NEXT SLIDE)

    * Between the two sites, Facebook dominates with an average of 80% of the group using Facebook exclusively. * 25-44 is the sweet spot for Linkedin with the site attracting more than 20% of both groups. These two age groups were also the most likely to be active on both Linkedin and Facebook, with around 12% of both groups showing overlap. * 1+1=900%: While the dramatic growth of the segment of users visiting both sites (as well as the growth in Linkedin exclusive visitors) is partially due to site growth, the 900% growth in the percentage of users visiting both sites seems to indicate that these sites are more complimentary than competitive. With online services like Twitter and Friendfeed continuing to blur the line between casual and business, the ability to use a single site as both a personal and professional networking tool becomes more realistic. But whether the "Poke" will ever make it into a sales strategy is still anyone's guess.Facebook vs. Linkedin - Network, Socialize, Be Professional? (25 June 2009) http://blog.compete.com/2008/07/22/facebook-vs-linkedin-traffic-demographics/ http://snipurl.com/kvp10

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    Social Media & Advancement - Presentation Transcript

    1. SOCIAL MEDIA + ADVANCEMENT Melissa Cheater Advancement Retreat Spencer Leadership Centre June 26, 2009
    2. What is Social Media / New Media / Web 2.0?
      • “ Social media is not about technology or
      • websites.  It is about people & brands –
      • connections, across all media, in the
      • coffee shop, the network is the hub.”
        • Eli Singer, Segal Communications
    3. What is Social Media / New Media / Web 2.0?
      • “ In the era of social media, people use technologies to get what they need from each other , not traditional institutions.”
      • Charlene Li & Josh Bernoff Groundswell: Winning in a World Transformed by Social Technologies
    4. At every stage…
      • Facebook was started
      • by students (for students)
      • Almost 1/3 of applicants use Facebook to research colleges
      • LinkedIn & Flickr popular
      • among mature users
      • My dad has more facebook friends than I do!
    5. Top Websites in Canada Alexa.org - June 24, 2009 10 of Canada’s 20 top websites are social
    6. Top Websites in Canada Alexa.org - June 3, 2008 Source: Ken Steele, Academica Group 11 in 2008’s Top 20
    7. Create
    8. Connect
    9. Collaborate
    10. React
    11. Organize
    12. Accelerate Consumption
    13. 45% of the social network’s US users are ages 26 and older, and nearly 25% are over age 34.
    14. Source: ReadWriteWeb & LinkedIn
    15. The fastest growing member community
    16. microblog 140 characters many to many public conversations growing at 1382% largest group is 45 – 54 year olds web, desktop & mobile
    17.  
    18.  
    19. our alumni began asking about it. The following is small (12% the audience we do for Facebook), but the impact is more immediate – Cornell College Source: Case Communications List Serv
    20. Greatest growth has come from people aged 35-49 years of age (+24.1 million).
    21. Groups bring people together within the larger network
    22.  
    23.  
    24. The power of groups disappears when you achieve 5,000 members.
    25. Your Facebook Page/Public Profile is your Facebook homepage
    26.  
    27.  
    28.  
    29. The LinkedIn Audience: The New In fluencers
      • A Younger , More Affluent , More Influential And Harder-To-Find Audience Than The Leading Business Sites
      Source: @plan Summer 2008 Source: Erik Schonfield Property Average Age Average HHI %Comp Co Size <100 % Comp Business Decision Makers % Comp That Read Business Magazine Last 30 Days LinkedIn 41 $109,703 26% 49% 29% WSJ.com 48 $101,701 18% 40% 45% Forbes.com 47 $93,896 18% 38% 47% BusinessWeek.com 48 $95,668 18% 42% 51%
    30. Financial Profile
      • Average HHI $109,780
      • 24% Have A Portfolio Value of $250K+
      • 85% Viewed/Paid Bills Online in Last 30 Days
      • 53% Monitored/Viewed Stocks Online in Last 30 Days
      • Credit Card Ownership
        • American Express: 38%
        • Visa: 67%
        • MasterCard: 53%
        • Discover: 20%
      Source: @plan Summer 2008 Source: Erik Schonfield
    31. Business Decision Makers
      • Job Titles:
        • C-Level Executives 7.8%
        • EVP/SVP 6.5%
        • Senior Management: 16%
        • Middle Management: 18%
      • 50% Are Business Decision Makers In Their Companies
      Source: @plan Summer 2008 Source: Erik Schonfield
    32. LinkedIn Delivers More C-Level Executives Source: @plan Summer 2008 Source: Erik Schonfield
    33. LinkedIn Delivers More VPs
      • LinkedIn Ranks #4 And Indexes 317 In Reaching VPs
      Source: @plan Summer 2008 Source: Erik Schonfield
    34. LinkedIn Delivers Affluent Individuals
      • LinkedIn Ranks #1 Overall And Indexes 210 in “Household Income $100K+”
      • LinkedIn Delivers More than 2,850,000 Individuals With HHI $100K+
      Source: @plan Summer 2008 Source: Erik Schonfield
    35.  
    36.  
    37.  
      • Radio + YouTube + Sponsor Webs
      • Real-Time & Archive
      • Enable Sharing
      • Online donations up 15%
    39. Be Present
      • Where your stakeholders want you
        • Facebook Page/Public Profile
        • Twitter Account
        • LinkedIn Group
    40. Best Practices
      • Listen (& Learn)
        • Follow, then Lead
      • Provide Relevant Content
      • Be Responsive
      • Stay Dynamic (Repurpose)
    41. Play with Social Media
      • Build a Facebook profile
      • Watch most-watched YouTube videos (make one)
      • Share pics with Flickr or PhotoBucket
      • Tag with Del.icio.us
      • Try out MySpace, Bebo
      • Find some blogs that interest you
      • Comment on some blogs
    42. Recommendations
      • Facebook Page + Causes
      • Twitter Account
      • LinkedIn Group
      • Homecoming video, flickr & tag
      • Sharing widgets
      • Live tweeting at events
      • Do nothing just because it’s always been done
      • Communicate across all relevant channels
      • Watch …
      • Melissa Cheater, Web Communications Specialist [email_address]
      • www.twitter.com/mmbc
      • www.linkedin.com/in/melissacheater
      • www.facebook.com/melissacheater
      • www.melissacheater.com
      Thank you

    + mcheatermcheater, 4 months ago

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