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    Calibersocialmedia9 16 Calibersocialmedia9 16 Presentation Transcript

    • Social Media Workshop How to build your business online. Northern Pima County Chamber Workshop 9-17-09
    • WHAT WILL I LEARN TODAY? WHAT social media is WHO is using social media HOW to use social media to communicate and build relationships WHY some businesses have been successful in using social media Copyright
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    • WHAT IS SOCIAL MEDIA? Web-based media New communication tools and channels Where conversations are taking place Copyright
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    • IS SOCIAL MEDIA HERE TO STAY? Two out of three Internet users on the planet visit social networks. 66.8% of Internet users have used social networks. 65.1% have used e-mail. Social network use is growing twice as fast as other Internet sectors such as search, PC software and e-mail. 93% of social media users believe a company should use social media. 85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers. Copyright
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    • Traditional media Social media allows for “pushes” information to “push and pull” of its audience on a delayed information and instant schedule. updates. TRADITIONAL MEDIA APPROACH SOCIAL MEDIA APPROACH Copyright
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    • Traditional media Social media measures the measures media’s engagement, effectiveness loyalty, advocacy & - reach trust - frequency - sentiments - impressions - comments - feedback - relationships - mentions Copyright
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    • “The people are taking control” - Rupert Murdoch Copyright
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    • Social Media = new marketing tools & channels Approach it with strategies and goals just as you would any other marketing medium Copyright
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    • TYPES OF SOCIAL MEDIA DEFINED SAM BRACE PR & Social Media Manager Copyright
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    • TYPES OF SOCIAL MEDIA Blogs Micro-blogs Forums Networks Online Games Wikis Media Sharing Social Tags Aggregators Copyright
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    • TYPES OF SOCIAL MEDIA: BLOGS Blogs Blogs combine text, links to outside images and sources. Blogs organize information from the personal perspective. Blogs can turn users into journalists and publishers, generating loyal followers. Copyright
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    • TYPES OF SOCIAL MEDIA: BLOGS Copyright
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    • TYPES OF SOCIAL MEDIA: BLOGS Copyright
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    • TYPES OF SOCIAL MEDIA: BLOGS Copyright
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    • TYPES OF SOCIAL MEDIA: BLOGS Blogs Important Statistics to Remember: •More than 200,000,000 blogs worldwide and more than 1 million posts are written every day •34% of bloggers post opinions about products & brands •54% of bloggers post content or tweet daily •Wordpress 2.8 has been downloaded 4.8+ million times, as of Aug. 24, 2009 •Blogger.com has averaged 29+ million unique visitors each month in 2009, Wordpress.com has averaged 24+ million Copyright
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    • TYPES OF SOCIAL MEDIA: MICRO-BLOGS Micro-blogs Microblogs briefly combine text and outside links. Microblogs can range from the simple: “What am I doing?” to business topics. Microblogs are on a person-to- person level, sharing information between each user. Copyright
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    • TYPES OF SOCIAL MEDIA: MICRO-BLOGS Copyright
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    • TYPES OF SOCIAL MEDIA: MICRO-BLOGS Copyright
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    • TYPES OF SOCIAL MEDIA: MICRO-BLOGS Copyright
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    • TYPES OF SOCIAL MEDIA: MICRO-BLOGS Micro-blogs Important Statistics to Remember: • Twitter is most popular micro-blogging service, with 23.3 million unique visitors in July 2009 • Twitter grew 1,382% between February 2008 and February 2009. It is expected to have over 100 million users in 2010, 250 million in 2011. •Around three million tweets are posted on Twitter every day • Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Oklahoma, Iowa and Utah Copyright
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    • TYPES OF SOCIAL MEDIA: MICRO-BLOGS Micro-blogs Important Statistics to Remember: • 80% of Twitter usage is on mobile devices. •54% of Fortune 100 companies have a Twitter presence. •For the companies that use only one social media platform, 76% of them use Twitter as their preferred choice. •Nearly 55% of Twitter users use something else other than Twitter.com to tweet. The most popular client is Tweetdeck. Copyright
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    • TYPES OF SOCIAL MEDIA: MICRO-BLOGS Copyright
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    • TYPES OF SOCIAL MEDIA: MICRO-BLOGS Copyright
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    • TYPES OF SOCIAL MEDIA: FORUMS Forums Internet forums host threaded discussions on particular topics. Internet forums are also known a message boards. Internet forums are the modern equivalent of a bulletin board. Copyright
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    • TYPES OF SOCIAL MEDIA: FORUMS Copyright
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    • TYPES OF SOCIAL MEDIA: FORUMS Copyright
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    • TYPES OF SOCIAL MEDIA: FORUMS Forums Important Statistics to Remember: • 11.3k people download phpbb’s software each month. • 16.1k people download vBulletin’s software each month. • Millions of people use phpbb’s software daily to communicate with each other. • Organizations big and small use Internet forums. • Pre-teens to older adults use forums. Copyright
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    • TYPES OF SOCIAL MEDIA: NETWORKS Networks Social networks build online communities who share interest or want to explore others’ interests. More than 35% of adult Internet users have a social network profile, compared to 8% in 2005. 75% of 18-24 year-olds use social networks to communicate, compared to 7% of 65+ adults. Copyright
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    • TYPES OF SOCIAL MEDIA: NETWORKS Copyright
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    • TYPES OF SOCIAL MEDIA: NETWORKS Copyright
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    • TYPES OF SOCIAL MEDIA: NETWORKS Copyright
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    • TYPES OF SOCIAL MEDIA: NETWORKS Networks Important Statistics to Remember about Facebook: • Facebook added 100 million users in less than 9 months •If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia • 55-66 females are fastest growing segment over past 120 days • More than 1.5 million pieces of content are shared on Facebook daily, 1 trillion weekly. •There are more than 168k people in the Tucson network on Facebook. Copyright
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    • TYPES OF SOCIAL MEDIA: NETWORKS Networks Important Statistics to Remember about LinkedIn: •7 million unique visitors in July 2008, 13.1 million a year later. •80% of users have college or post-graduate degrees. •80% of companies use social networks in their job assessment, 95% of those use LinkedIn. •Users with personal incomes between $200K- $350K are seven times more likely than others to have over 150 connections Copyright
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    • TYPES OF SOCIAL MEDIA: NETWORKS Networks Important Statistics to Remember about MySpace: •MySpace is the second largest social network, experiencing 60 million+ unique users monthly •Generation Z (13-to-14-year-old) social network users were more likely to use MySpace than Facebook. •61% of 13- to 17-year-olds have a personal profile on MySpace •On average, 300,000 new people sign up to the site every day Copyright
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    • TYPES OF SOCIAL MEDIA: ONLINE GAMES Online Games Even games and other virtual entertainment platforms are social media. Brings together conversations, community, groups, events and advertising into one setting. Copyright
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    • TYPES OF SOCIAL MEDIA: ONLINE GAMES Copyright
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    • TYPES OF SOCIAL MEDIA: ONLINE GAMES Copyright
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    • TYPES OF SOCIAL MEDIA: ONLINE GAMES Online Games Important Statistics to Remember: • Second Life has more than 15 million registered users, registering 380 million hours in second quarter of 2009. • Online games have younger audiences: 13-17 largest demographic and 18-34 second largest • 51% of Second Life users are male, 57% of World of Warcraft users are male • Less than 50% of online game users have college or post-graduate degrees Copyright
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    • TYPES OF SOCIAL MEDIA: MEDIA SHARING Media Sharing Allows you to upload and share multimedia content such as photos, videos, music and artwork. Many media sharing sites are used by bloggers as content repositories. A large portion of content is user- generated. Copyright
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    • TYPES OF SOCIAL MEDIA: MEDIA SHARING Copyright
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    • TYPES OF SOCIAL MEDIA: MEDIA SHARING Copyright
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    • TYPES OF SOCIAL MEDIA: MEDIA SHARING Copyright
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    • TYPES OF SOCIAL MEDIA: MEDIA SHARING Copyright
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    • TYPES OF SOCIAL MEDIA: MEDIA SHARING Media Sharing Important Statistics to Remember: •62% of adult internet users have watched video on video-sharing sites, up from just 33% who reported this in December 2006 •Media sharing sites have equal male/female demographics •YouTube is the second largest search engine in the world. •Fastest growing segment: 35-49 Copyright
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    • TYPES OF SOCIAL MEDIA: WIKIS Wikis Wikis allow anybody to contribute or edit content. Wikipedia, a collaborative encyclopedia, is one of the best-known Wikis. Wiki means “fast” in Hawaiian, but has been expanded to “What I Know Is.” Copyright
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    • TYPES OF SOCIAL MEDIA: WIKIS Copyright
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    • TYPES OF SOCIAL MEDIA: WIKIS Wikis Important Statistics to Remember: • If you were paid $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour • Facebook users translated the site from English to Spanish via a Wiki in less than 4 weeks • Largest demographic of Wikipedia users: 18-34 (38%), PBWorks 35-49 (37%) • More males than females use Wikis, ranging from 53-55% of Internet population Copyright
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    • TYPES OF SOCIAL MEDIA: SOCIAL TAGS Social Tags Social tags manage compiled information and can help drive traffic to your page/content 28% of Online Americans have used the Internet to tag content Facebook is the most popular service to tag/share content on Copyright
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    • TYPES OF SOCIAL MEDIA: SOCIAL TAGS Copyright
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    • TYPES OF SOCIAL MEDIA: SOCIAL TAGS Copyright
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    • TYPES OF SOCIAL MEDIA: SOCIAL TAGS Copyright
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    • TYPES OF SOCIAL MEDIA: SOCIAL TAGS Social Tags Important Statistics to Remember: • Digg, Delicious and StumbleUpon’s users are predominately male • Digg is the #3 referring source of audience traffic to the New York Times • Fastest growing segment: 35-49 • Largest user demographic: 35-49 or 18-34, depending on service Copyright
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    • TYPES OF SOCIAL MEDIA: AGGREGATORS Aggregators Social network aggregators bring profiles into one spot to follow friends, join bookmarks and combine messages. FriendFeed is the most popular service available, averaging 950k+ unique visitors each month Copyright
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    • TYPES OF SOCIAL MEDIA: AGGREGATORS Copyright
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    • TYPES OF SOCIAL MEDIA: AGGREGATORS Copyright
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    • How businesses use these tools. CASE STUDIES Copyright
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    • CASE STUDIES: BLOGS Best Western Hotels: Travel Blogging SITUATION: The hotel chain wanted to increase sales by providing travel tips and deals through informative content. Copyright
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    • CASE STUDIES: BLOGS Copyright
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    • CASE STUDIES: BLOGS Best Western Hotels: Travel Blogging SOLUTION: A blog was created where travel writer Amy Graff shares her experiences first hand – business and family trips alike. Best Western ensured their role in the blog was transparent and didn’t influence her opinions. Copyright
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    • CASE STUDIES: BLOGS Copyright
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    • CASE STUDIES: BLOGS Best Western Hotels: Travel Blogging RESULTS: Best Western customers can find out information on travel costs outside of the hotel room. Amy provides great content and a place to start dialogue about travel. The site has grown 50% since debuting and Best Western has another place to market their hotels. Copyright
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    • CASE STUDIES: BLOGS Kenneth Cole: Social Issue Blogging SITUATION: The brand has been active in addressing social and political issues for more than 25 years. Company executives wanted a place where the brand could enhance that image and bring fashion-conscious activists into one place. Copyright
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    • CASE STUDIES: BLOGS Copyright
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    • CASE STUDIES: BLOGS Copyright
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    • CASE STUDIES: BLOGS Kenneth Cole: Social Issue Blogging SOLUTION: The company created a blog called AWEARNESS where social views and information could be explored. Multiple authors could post, many types of media could be shared and content could be found through search engines. Copyright
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    • CASE STUDIES: BLOGS Copyright
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    • CASE STUDIES: BLOGS Kenneth Cole: Social Issue Blogging RESULTS: Since debuting, AWEARNESS receives 9,000+ unique visitors each month. Kenneth Cole and other selected bloggers speak directly to customers about issues they mutually care about. Sundance Channel and PBS recently signed agreements to highlight programming on AWEARNESS. Copyright
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    • CASE STUDIES: MICRO-BLOGS Hewlett Packard: Twitter Scavenger Hunt SITUATION: BlogHer 2008 was a national conference for women in the blogging industry. HP was one of the sponsors. The company wanted a way to get these socially-active bloggers excited about their brand and potentially blog/tweet about their experiences. Copyright
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    • CASE STUDIES: MICRO-BLOGS Copyright
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    • CASE STUDIES: MICRO-BLOGS Hewlett Packard: Twitter Scavenger Hunt SOLUTION: The company developed a scavenger hunt. Workshop attendees could follow a HP Twitter account for clues to get prizes such as laptops, flash drives and printers. Copyright
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    • CASE STUDIES: MICRO-BLOGS Copyright
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    • CASE STUDIES: MICRO-BLOGS Hewlett Packard: Twitter Scavenger Hunt RESULTS: Many woman bloggers posted about the promotion, calling it “innovative” and “creative.” The promotion brought increased traffic to HP’s Web site. HP was branded as having great products toward the end of the year – holiday purchasing season. Copyright
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    • CASE STUDIES: MICRO-BLOGS Avenue Coffee Twitter Store Opening SITUATION Avenue Coffee was a new coffee shop on a street with other established stores with dedicated followers. The store needed a way to separate itself on opening day. Copyright
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    • CASE STUDIES: MICRO-BLOGS Copyright
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    • CASE STUDIES: MICRO-BLOGS Avenue Coffee Twitter Store Opening SOLUTION The store owners began following Tucson Twitter users with large followings and tweeted about coffee, letting them know about their expected opening day. The owners also gave updates on when they installed their signs, painted their walls and finished their inspections. Copyright
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    • CASE STUDIES: MICRO-BLOGS Copyright
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    • CASE STUDIES: MICRO-BLOGS Avenue Coffee Twitter Store Opening RESULTS • The store received 220 customers on its first day.158 of them (72%) heard about the shop through Twitter. • The owners also offered a free cup of coffee to any of their Twitter followers. Thirty three of their 676 followers (5%) came in to try out a drink. • The response from Twitter users was predominately positive. Word-of-mouth helped bring more customers throughout the week. Copyright
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    • CASE STUDIES: MICRO-BLOGS COOP Ale Works Beer Induction Tweetup SITUATION The Oklahoma City-based craft brewery started in 2008 and 8 months later, had prepared the release of its first batch of beers. Both owners looked for a novel way to build buzz and get bars to carry their ales. Copyright
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    • CASE STUDIES: MICRO-BLOGS Copyright
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    • CASE STUDIES: MICRO-BLOGS COOP Ale Works Beer Induction Tweetup SOLUTION The company hosted a Tweetup dubbed “The Oklahoma City Social Rave,” offering tastings prior to the official release to ensure a “hopping” occasion. They enlisted fellow entrepreneurs to help promote, developed a hash tag term (#OKCsocialrave), built suspense and designated the event as “members only.” Copyright
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    • CASE STUDIES: MICRO-BLOGS Copyright
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    • CASE STUDIES: MICRO-BLOGS Copyright
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    • CASE STUDIES: MICRO-BLOGS COOP Ale Works Beer Induction Tweetup RESULTS 130+ people attended OKCsocialrave and the event became the 9th most popular trending topic on Twitter that day. COOP Ale Works sold 1,034 servings of brews via retail establishments in the first week of release. Bars that COOP Ale Works had not solicited ordered their beer because of tweet-up attendees independently requesting that the bars do so. Copyright
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    • CASE STUDIES: MICRO-BLOGS Frito-Lay Tostitos Facebook Campaign SITUATION Tostitos wanted to develop a campaign to build brand awareness around their Fiesta Bowl sponsorship with college football fans. Copyright
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    • CASE STUDIES: NETWORKS Copyright
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    • CASE STUDIES: NETWORKS Frito-Lay Tostitos Facebook Campaign SOLUTION The company developed a campaign where fans would compete against each other to give the winner’s school a $100,000 scholarship. They developed a Facebook application, areas to post fan photos and then put contestants on a cross-country challenge. Copyright
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    • CASE STUDIES: NETWORKS Copyright
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    • CASE STUDIES: NETWORKS Frito-Lay Tostitos Facebook Campaign RESULTS • 17,779 people became fans of the Facebook page in one month. • 56,531 page views, 39,477 unique visitors. • 1098 entries with photos for the contest. • Tostitos hit their target demographic of current and recent college students. Copyright
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    • CASE STUDIES: NETWORKS 3M Canada Introducing Scotch Shoe SITUATION 3M Canada wanted to rejuvenate its Scotch Tape brand and developed a product for its female target market – The Scotch Shoe. Budget constraints, however, forced the company to get even more creative in promoting the new product. Copyright
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    • CASE STUDIES: NETWORKS Copyright
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    • CASE STUDIES: NETWORKS 3M Canada Introducing Scotch Shoe SOLUTION The company launched a Facebook campaign because of cost, female-user percentage and access to interest data. They spurred awareness through user- generated content, gift card contests and engagement advertisements. Copyright
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    • CASE STUDIES: NETWORKS Copyright
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    • CASE STUDIES: NETWORKS 3M Canada Introducing Scotch Shoe RESULTS The campaign generated more than 2,000 fans, nearly 200 positive wall comments, more than 1.5 million ad impressions and 300k clicks. The Shoe sold out in stores almost immediately. Copyright
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    • CASE STUDIES: ONLINE GAMES Mexican Tourism Board Second Life Campaign SITUATION The board wanted the Pyramid at Chichén Itzá to become one of the new 7 Wonders of the World by showcasing its features and history. Copyright
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    • CASE STUDIES: ONLINE GAMES Copyright
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    • CASE STUDIES: ONLINE GAMES Mexican Tourism Board Second Life Campaign SOLUTION The board created a replica of the pyramid and mechanisms for Second Life users to vote for it as a new wonder. This included a sweat lodge and audio tours. Copyright
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    • CASE STUDIES: ONLINE GAMES Copyright
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    • CASE STUDIES: ONLINE GAMES Mexican Tourism Board Second Life Campaign RESULTS • More than 33,000 users visited it on launch day. • 10,000 average visits per day to the replica following the launch. • Received national and international media coverage. • Became one of the new seven world wonders, ranking third among the winning seven. Copyright
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    • CASE STUDIES: WIKIS Webmonkey Archived Content Revival SITUATION Webmonkey, a popular online tutorial was purchased by Condé Nast Publications for their Wired Magazine franchise. The owners didn’t want to lose years of content they had written for amateur Web developers. Copyright
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    • CASE STUDIES: WIKIS Copyright
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    • CASE STUDIES: WIKIS Webmonkey Archived Content Revival SOLUTION The publishers developed Webmonkey into a wiki format where users could update older articles. New information would replace dated material, keeping all content fresh and relevant. Copyright
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    • CASE STUDIES: WIKIS Copyright
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    • CASE STUDIES: WIKIS Copyright
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    • CASE STUDIES: WIKIS Webmonkey Archived Content Revival RESULTS: Traffic increased from 175,904 to 330,406 unique visitors. Positive press from older tech bloggers about reviving older, loved content. Developers have a place they can go to access up- to-date programming information. Copyright
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    • CASE STUDIES: MEDIA SHARING Domino’s Pizza Crisis Communications SITUATION Two Domino’s employees posted a video of themselves on YouTube – criminally tampering with food. The general public called Domino’s food safety into question. Copyright
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    • CASE STUDIES: MEDIA SHARING Copyright
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    • CASE STUDIES: MEDIA SHARING Domino’s Pizza Crisis Communications SOLUTION Domino’s executives decided to quickly address the situation through social media – where the video has originally been posted and spread. Copyright
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    • CASE STUDIES: MEDIA SHARING Copyright
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    • CASE STUDIES: MEDIA SHARING Copyright
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    • CASE STUDIES: MEDIA SHARING Domino’s Pizza Crisis Communications RESULTS • Positive articles and posts came out about Domino’s quick response. • Viewers surveyed about their interest in Domino’s was overwhelmingly positive after viewing the apology video. • Users felt the CEO’s response was effective or somewhat effective, with only 9% calling it “ineffective” Copyright
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    • CASE STUDIES: MEDIA SHARING Home Depot Defining Brand SITUATION Home Depot was becoming one of many home improvement stores in the U.S. market. Negative articles were damaging their reputation, causing customers to choose a competitor for their project materials. Copyright
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    • CASE STUDIES: MEDIA SHARING Copyright
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    • CASE STUDIES: MEDIA SHARING Copyright
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    • CASE STUDIES: MEDIA SHARING Home Depot Defining Brand SOLUTION The company decided to make homedepot.com a place for information, but not the only place. They developed videos that explain how to complete improvement projects step-by-step, directly engaging their customer. Copyright
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    • CASE STUDIES: MEDIA SHARING Copyright
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    • CASE STUDIES: MEDIA SHARING Home Depot Defining Brand RESULTS • Customer and media response was positive, offering candid discussion. • Home Depot developed a way for associates and executives to listen to customers in a cost-effective way. • Home Depot’s YouTube channel has more than 200,000+ views, some videos have more than 20,000+ views. Copyright
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    • CASE STUDIES: SOCIAL TAGS The Nature Conservancy Social News Sharing SITUATION The organization created a site called Everyday Environmentalist for people looking for green living tips and trends. They wanted more people reading the staff and contributing blogger content. Copyright
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    • CASE STUDIES: SOCIAL TAGS Copyright
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    • CASE STUDIES: SOCIAL TAGS The Nature Conservancy Social News Sharing SOLUTION Staff members began posting relevant articles from the site on digg.com. It took less than five minutes to post each piece. Copyright
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    • CASE STUDIES: SOCIAL TAGS Copyright
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    • CASE STUDIES: SOCIAL TAGS The Nature Conservancy Social News Sharing RESULTS • 18,000+ visitors to Everyday Environmentalist within one hour, 300+ per second, 76,000+ per day. • Motivated comments – 2,200+ total diggs and 600+ total comments from users. • Increased organic search engine position. • Increased links from credible blogs such as Huffington Post, Mental Floss, Cisco. Copyright
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    • How will you start your conversation? PLAN YOUR STRATEGY LINDA WELTER COHEN Chief Executive Officer Copyright
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    • STEPS TO A SOCIAL MEDIA PLAN • GOALS What are your goals and objectives? (sales, awareness, loyalty) • STRATEGY Set your strategy and then choose your Social Media tools (Twitter, Facebook, blog, etc..) • VOICE Find the person(s) in your company that has a passion for the work and let them be the “voice” of the company • LISTEN Enter the conversation, listen & respond. Be genuinely helpful and authentic. • METRICS How will you define success? (# of followers, mentions, fans, share of voice, web traffic, etc.) Copyright
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    • INTEGRATING SOCIAL MEDIA INTO YOUR BUSINESS • CREATE: a social media policy for your team that sets guidelines or principles of communicating online. -------------------------------------------- • INTRODUCE: the purpose for social media --------------------------------- • PLACE: responsibility for what employees write • BE: authentic • CONSIDER: your audience • EXERCISE: good judgment • UNDERSTAND: the concept of community • RESPECT: copyrights and fair use • REMEMBER: to protect confidential information • BRING: value • STAY: productive Copyright
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    • Social Media Workshop How to build your business online. For a copy of this presentation: WWW.CALIBERGROUP.COM Follow us on Twitter: @CALIBERGROUP Leave a comment on our blog: CALIBERPULSE.COM Follow us on Facebook: FACEBOOK.COM/CALIBERGROUP Contact us about our Social Media Boot Camps: (520) 795-4500 Source data provided by: China Internet Information Center, Universal McCann, ClickZ Stats, Wordpress, Compete, Sysomos, Harvard Business, Twitter and 2008 U.S. Census Bureau Data, Socialnomics, Burson-Marsteller, Sysomos, Mashable, Facebook, Inside Facebook Blog, LinkedIn, Jobvite, Anderson Analytics, Cox Communications, Knol, Quantcast, Wikipedia, Techcrunch, Pew Internet, TGDaily, Quantcast, Pew Internet, ShareThis, Microsoft, Nielsen. Copyright
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