Social Media Smarts
                             An Introduction to the
                        Social Web, Tools and Stra...
Twitter
                     Bio
            Director of Interactive
               Media for Tinsley
            Advertis...
Why am I here?




Wednesday, August 5, 2009
Why am I here?




Wednesday, August 5, 2009
Why am I here?
                Learn the who, what, where and why
                Understand the mechanics of the social w...
Wednesday, August 5, 2009
Evolution
                                or
                            Revolution?



Wednesday, August 5, 2009
Marketing Has Changed...




       Source: Internet Advertising Bureau, 2004
       Source: Darwin Day Conference, by Goo...
Marketing Has Changed...




       Source: Internet Advertising Bureau, 2004
       Source: Darwin Day Conference, by Goo...
Product Proliferation




       Source: Strike up the Brands. McKinsey & Company, December 2003
       Source: Darwin Day...
Product Proliferation




       Source: Strike up the Brands. McKinsey & Company, December 2003
       Source: Darwin Day...
Media Proliferation




       Source: “Left Brain Marketing,” Forrester Research (April 2004);
       “The Vanishing Mass...
Media Proliferation

                                                                          Today, media is fragmented
...
Media Proliferation

                                                                          Today, media is fragmented
...
Media Proliferation

                                                                          Today, media is fragmented
...
Media Proliferation

                                                                          Today, media is fragmented
...
Media Proliferation

                                                                          Today, media is fragmented
...
Access Proliferation




Wednesday, August 5, 2009
The Audience isn’t
                            listening anymore



Wednesday, August 5, 2009
I believe the bloggers and
                 their ideas. They are my
               friends and will tell me the
         ...
The Audience is creating
                Blogs (speech)   YouTube (videos)

                Wikipedia        Flickr (photo...
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
I post on blogs because I can
                express myself to millions of
               people at once. I like the rush...
The Audience is selecting

                Drive to work - XM Satellite

                Watch podcasts

                P...
Unlike newspapers and TV where
              the advertisers are speaking at
            consumers, the Internet allows fo...
What is Social Media?


                Social media describes the online
                technologies and practices that ...
Social Media is...


                Sharing
                Cooperation
                Collaboration
                Col...
Growth of Social Media




Wednesday, August 5, 2009
Growth of Social Media




Wednesday, August 5, 2009
Growth of Social Media




Wednesday, August 5, 2009
Wednesday, August 5, 2009
Content is king, immersive
                   conversation is quickly
                   challenging the throne.




Wedne...
Reputation Management
                If you're going to be talked about, you
                might as well hear what they...
You are talking with
                        customers not
                     screaming at them.


Wednesday, August 5, ...
Wednesday, August 5, 2009
What’s this Facebook
                     thingy all about?



Wednesday, August 5, 2009
Why Facebook for
                             your business?

                There are over 150 million active users on F...
Wednesday, August 5, 2009
Make your business a
                     Facebook Page



Wednesday, August 5, 2009
Facebook Pages
                A Facebook Page is a public profile that enables you to share
                your business...
5 things all businesses
             should be doing on Facebook
            1. Create a Facebook Page

            2. Cre...
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
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Wednesday, August 5, 2009
5 MORE things you could be
                doing on Facebook
            1. Brand your own Facebook Page with custom tabs
...
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
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Wednesday, August 5, 2009
Facebook Ads




Wednesday, August 5, 2009
Facebook Username

                You can personalize your Facebook URL (web
                address) by selecting a uniq...
Wednesday, August 5, 2009
Facebook Insights

                Count of active fans this week, with full age/sex/
                location breakdown.
...
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Facebook & Twitter
                Add the Twitter Application to your Facebook Page




Wednesday, August 5, 2009
What the *%!$
                             is Twitter?



Wednesday, August 5, 2009
What’s up?




Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Why Twitter for your
                             business?
                Everyday, millions of users create, share and ...
A few of many Twitter
                         success stories
                Twitter users follow Dell Outlet for exclus...
A few of many Twitter
                         success stories
                Costa Vida had “February Free Burrito”.
   ...
A few personal stories
                Obama speech in Biscayne Park was so packed that
                you couldn’t get i...
Horror stories

                Ketchum executive used his Twitter account to
                insult Memphis, the hometown...
You're a professional, but you're also a
              human being. In our technologically
               integrated world...
How does it work?

                Twitter lets you write and read messages of up to
                140 characters, or th...
Before you dive in

                If you want to spend time listening first, you don’t
                need an account t...
Getting started is easy


                Signing up for an account takes just a few minutes

                To help peop...
Follow relevant accounts

                To find people talking about your company or
                topics in your fiel...
Post t weets

                People like tips, links to interesting stories and
                blogposts (they don’t hav...
Key terms…
                To follow somebody is to subscribe to their
                messages
                A tweet is...
…and some special lingo

                @username is a public message to or about an
                individual on Twitte...
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Build relationships on
                                   Twitter
                Listen for comments about you

         ...
Advantages

                It’s instant feedback

                Multiple devices (phones, desktops, sms)

             ...
Everyone is using it




Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
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Wednesday, August 5, 2009
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Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Books & Books
                   “Discussions and signing with...”

                            Coral Gables Cinema
      ...
Paper Emporium
                   “Paper sale, buy 75 get 25 free...”

                              Peter Brooke
        ...
Promote it




Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Tricks of the Trade




Wednesday, August 5, 2009
Popularity Contest
                How to find followers   How to get discovered
                    MrTweet.com          ...
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
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Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Twitter on your desktop

                Twhirl (Mac & PC)

                TweetDeck (Mac & PC)

                Twitter ...
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Tricks of the trade

                How to schedule & automate your tweets

                    TweetLater.com

         ...
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
Wednesday, August 5, 2009
5 Steps to Getting Started
            1. Pick your name and customize your page.

            2. Start following people (...
Can I do this myself?




Wednesday, August 5, 2009
Wednesday, August 5, 2009
Twitter.com/ShopCoralGables




Wednesday, August 5, 2009
Facebook.com/DowntownCoralGables




Wednesday, August 5, 2009
fin.
                                Any Questions?

               ht tp:/ io gu tier re z.com /t ra in ing
             ...
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Social Media Smarts

  1. 1. Social Media Smarts An Introduction to the Social Web, Tools and Strategies by G io va n ny G ut ie rrez Wednesday, August 5, 2009
  2. 2. Twitter Bio Director of Interactive Media for Tinsley Advertising. Instructor at Miami Dade College since 2001. I'm a dork and I love what I do! Wednesday, August 5, 2009
  3. 3. Why am I here? Wednesday, August 5, 2009
  4. 4. Why am I here? Wednesday, August 5, 2009
  5. 5. Why am I here? Learn the who, what, where and why Understand the mechanics of the social web including online reputation management Create new relationships with potential clients Generate great quality, relevant links Drive direct and indirect sales Improve Customer Service Increase Customer Satisfaction Discover social media tools plus do's and don'ts Wednesday, August 5, 2009
  6. 6. Wednesday, August 5, 2009
  7. 7. Evolution or Revolution? Wednesday, August 5, 2009
  8. 8. Marketing Has Changed... Source: Internet Advertising Bureau, 2004 Source: Darwin Day Conference, by Google Wednesday, August 5, 2009
  9. 9. Marketing Has Changed... Source: Internet Advertising Bureau, 2004 Source: Darwin Day Conference, by Google Wednesday, August 5, 2009
  10. 10. Product Proliferation Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google Wednesday, August 5, 2009
  11. 11. Product Proliferation Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google Wednesday, August 5, 2009
  12. 12. Media Proliferation Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google Wednesday, August 5, 2009
  13. 13. Media Proliferation Today, media is fragmented 13,500 radio stations (4,400 in 1960) 17,300 magazine titles (8,400 in 1960) Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google Wednesday, August 5, 2009
  14. 14. Media Proliferation Today, media is fragmented 13,500 radio stations (4,400 in 1960) 17,300 magazine titles (8,400 in 1960) 82.4 TV channels per home (5.7 in 1960) Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google Wednesday, August 5, 2009
  15. 15. Media Proliferation Today, media is fragmented 13,500 radio stations (4,400 in 1960) 17,300 magazine titles (8,400 in 1960) 82.4 TV channels per home (5.7 in 1960) And the Web: Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google Wednesday, August 5, 2009
  16. 16. Media Proliferation Today, media is fragmented 13,500 radio stations (4,400 in 1960) 17,300 magazine titles (8,400 in 1960) 82.4 TV channels per home (5.7 in 1960) And the Web: Millions of sites Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google Wednesday, August 5, 2009
  17. 17. Media Proliferation Today, media is fragmented 13,500 radio stations (4,400 in 1960) 17,300 magazine titles (8,400 in 1960) 82.4 TV channels per home (5.7 in 1960) And the Web: Millions of sites Billions of pages Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google Wednesday, August 5, 2009
  18. 18. Access Proliferation Wednesday, August 5, 2009
  19. 19. The Audience isn’t listening anymore Wednesday, August 5, 2009
  20. 20. I believe the bloggers and their ideas. They are my friends and will tell me the truth, unlike advertisements. Wednesday, August 5, 2009
  21. 21. The Audience is creating Blogs (speech) YouTube (videos) Wikipedia Flickr (photos) (reference) Amazon (shopping) Digg (news) Yahoo Groups Delicious (discussions) (bookmarks) Wednesday, August 5, 2009
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  25. 25. I post on blogs because I can express myself to millions of people at once. I like the rush, and I feel empowered. Wednesday, August 5, 2009
  26. 26. The Audience is selecting Drive to work - XM Satellite Watch podcasts Pop-up blocker on browser Subscribe to blogs via RSS DVR all shows Wednesday, August 5, 2009
  27. 27. Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth interaction. Wednesday, August 5, 2009
  28. 28. What is Social Media? Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007) Wednesday, August 5, 2009
  29. 29. Social Media is... Sharing Cooperation Collaboration Collectivism Wednesday, August 5, 2009
  30. 30. Growth of Social Media Wednesday, August 5, 2009
  31. 31. Growth of Social Media Wednesday, August 5, 2009
  32. 32. Growth of Social Media Wednesday, August 5, 2009
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  34. 34. Content is king, immersive conversation is quickly challenging the throne. Wednesday, August 5, 2009
  35. 35. Reputation Management If you're going to be talked about, you might as well hear what they say. Every business should have a digital presence. Employees on twitter talking... no policy... except to encourage it. Transparency trends - What is good and not so good about you... builds trust. Wednesday, August 5, 2009
  36. 36. You are talking with customers not screaming at them. Wednesday, August 5, 2009
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  38. 38. What’s this Facebook thingy all about? Wednesday, August 5, 2009
  39. 39. Why Facebook for your business? There are over 150 million active users on Facebook More businesses large and small are actively reaching and engaging customers through Facebook Global chains all the way down to the local pub are building social marketing strategies that leverage the strengths of Facebook to drive traffic to their pages and feet to their premises. Wednesday, August 5, 2009
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  41. 41. Make your business a Facebook Page Wednesday, August 5, 2009
  42. 42. Facebook Pages A Facebook Page is a public profile that enables you to share your business and products with Facebook users. Create a presence that looks and behaves like user profiles to connect and engage with your customers A Facebook Page is created by a user but it is not a user. Users will become Fans as opposed to a Friend with a Facebook Page You can have more than one admin for a Facebook Page Facebook Pages have metrics (called Insights) to monitor your social activity Wednesday, August 5, 2009
  43. 43. 5 things all businesses should be doing on Facebook 1. Create a Facebook Page 2. Create Facebook events for promotions and special occasions 3. Link to Facebook from your website 4. Publish fresh photos, videos, and updates to your Facebook page 5. Talk to your customers Wednesday, August 5, 2009
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  53. 53. 5 MORE things you could be doing on Facebook 1. Brand your own Facebook Page with custom tabs 2. Promote your page/events with highly targeted social ads 3. Add contests and voting applications to your Facebook Page to give your customers a voice 4. Integrate Facebook Connect on your website 5. Sponsor popular applications with ads and virtual gifts Wednesday, August 5, 2009
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  67. 67. Facebook Ads Wednesday, August 5, 2009
  68. 68. Facebook Username You can personalize your Facebook URL (web address) by selecting a unique username. Secure own Facebook Username Example: facebook.com/vw You need 100 Fans Choose yours at Facebook.com/username Promote your custom URL Wednesday, August 5, 2009
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  70. 70. Facebook Insights Count of active fans this week, with full age/sex/ location breakdown. Post quality rating, from 1 to 5 stars Graphs for Interactions, Interactions per Post, Post Quality, Stream CTR, Posts, Page views, Media Consumption, Reviews Wednesday, August 5, 2009
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  74. 74. Facebook & Twitter Add the Twitter Application to your Facebook Page Wednesday, August 5, 2009
  75. 75. What the *%!$ is Twitter? Wednesday, August 5, 2009
  76. 76. What’s up? Wednesday, August 5, 2009
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  80. 80. Why Twitter for your business? Everyday, millions of users create, share and discover ideas Users also find great value in connecting with businesses of all kinds on Twitter to: Share their experiences, both good and not so good Provide feedback on recent events and launches Discuss product ideas Learn about exclusive deals or offers Get customer service Wednesday, August 5, 2009
  81. 81. A few of many Twitter success stories Twitter users follow Dell Outlet for exclusive deals on electronics—and have driven more than $3M in sales through Twitter Ice cream eaters in New York give local chain Tasti- D-Lite marketing feedback via Twitter—and sometimes get surprise dessert deliveries Coffee drinkers in Houston choose CoffeeGroundz for the personal relationships they’ve built on Twitter—and the shop’s Twitter-based ordering Wednesday, August 5, 2009
  82. 82. A few of many Twitter success stories Costa Vida had “February Free Burrito”. 80 followers tweeted, forwarded it to friends, more than 2,500 people inundated one of their stores looking for the free burrito. Silicon Valley pizza chain called Tony & Alba. Looking at keywords "pizza". Local man asking around where he can get pizza. After offering free soft drinks and reserving a table, it clinched the deal. Positive experience = future business Wednesday, August 5, 2009
  83. 83. A few personal stories Obama speech in Biscayne Park was so packed that you couldn’t get in. I get a tweet apologizing from the Obama Team with a link to watch the event streaming. Right there on my iPhone. Zappos CEO watches Twitter and saw my tweet that I just purchased new sneaks with a link to them. I receive an email from him that he upgraded my deliver to overnight. Had the shoes in 24 hours. Method Soap sent me a replacement Omop after I tweeted how mine broke. Wednesday, August 5, 2009
  84. 84. Horror stories Ketchum executive used his Twitter account to insult Memphis, the hometown of his client Fedex, the morning he was to meet with them there in Memphis. The tweet was copied to Fedex’s marketing management. Wednesday, August 5, 2009
  85. 85. You're a professional, but you're also a human being. In our technologically integrated world today, it's hard to remember that there's always a line. And the world may see you cross it. Wednesday, August 5, 2009
  86. 86. How does it work? Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from Twitter works equally well from your desktop or mobile phone Wednesday, August 5, 2009
  87. 87. Before you dive in If you want to spend time listening first, you don’t need an account to search at twitter.com Try searching for your company and a few key topics in your field Listening can help you get a sense of how you want to engage on Twitter Wednesday, August 5, 2009
  88. 88. Getting started is easy Signing up for an account takes just a few minutes To help people recognize and trust your account, fill out your profile completely and include a picture Wednesday, August 5, 2009
  89. 89. Follow relevant accounts To find people talking about your company or topics in your field, remember to use Twitter’s search. Following somebody means you’ve subscribed to their tweets You can also choose to interact without following an account, just send them a tweet Wednesday, August 5, 2009
  90. 90. Post t weets People like tips, links to interesting stories and blogposts (they don’t have to be about your company), exclusive deals and a good sense of humor. People like the human touch and will appreciate posts with your thoughts and experiences more than you think They also like it when you say hi, respond to their questions, comments, praise, complaints and jokes Wednesday, August 5, 2009
  91. 91. Key terms… To follow somebody is to subscribe to their messages A tweet is an individual message A DM or direct message is a private message on Twitter (think email) RT or retweet is to repost a valuable message from somebody else on Twitter and give them credit (think forwarding an email) Trending topics are the most-discussed terms on Twitter at any given moment Wednesday, August 5, 2009
  92. 92. …and some special lingo @username is a public message to or about an individual on Twitter A hashtag—the # symbol followed by a term and included in tweets—is a way of categorizing all the posts on a topic Shortened URLs. To fit links into the short messages, Twitter shrinks some URLs down automatically Wednesday, August 5, 2009
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  103. 103. Build relationships on Twitter Listen for comments about you Respond to comments and queries Ask questions Post links to things people would find interesting Retweet messages you would like to share Use a friendly, casual tone Wednesday, August 5, 2009
  104. 104. Advantages It’s instant feedback Multiple devices (phones, desktops, sms) Target geographic Target keywords/key phrases Did I mention it’s free? Wednesday, August 5, 2009
  105. 105. Everyone is using it Wednesday, August 5, 2009
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  117. 117. Books & Books “Discussions and signing with...” Coral Gables Cinema “Films opening this weekend...” Giardinos Salad “Soup of the day is...” Por Fin “Join us for happy hour from,...” Wednesday, August 5, 2009
  118. 118. Paper Emporium “Paper sale, buy 75 get 25 free...” Peter Brooke “Wednesday, Scoops are .99...” Ortanique “Tuesday: Mojito Madness” Fritz & Franz “Tonight’s musical guest is...” Wednesday, August 5, 2009
  119. 119. Promote it Wednesday, August 5, 2009
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  127. 127. Tricks of the Trade Wednesday, August 5, 2009
  128. 128. Popularity Contest How to find followers How to get discovered MrTweet.com TwitterPacks.pbwork s.com CrazyBob.org/ Twubble WeFollow.com TweepBeep.com ExecTweets.com Remember, promote! TwitterFall.com Twitter.com/badges TweetGrid.com Wednesday, August 5, 2009
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  141. 141. Twitter on your desktop Twhirl (Mac & PC) TweetDeck (Mac & PC) Twitter Explorer (PC) Twitterlex (Mac) Tweetie (Mac & iPhone) Wednesday, August 5, 2009
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  147. 147. Tricks of the trade How to schedule & automate your tweets TweetLater.com HootSuite.com How to analyze your activity Klout.net Google.com/Analytics Wednesday, August 5, 2009
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  158. 158. 5 Steps to Getting Started 1. Pick your name and customize your page. 2. Start following people (not just friends). Follow their ideas. Remember you can search. 3. Get to posting. What are you doing? What’s happening? 4. Reply to people - interact. 5. RT. Give credit. Etiquette. Viral communication. Sharing the idea. Wednesday, August 5, 2009
  159. 159. Can I do this myself? Wednesday, August 5, 2009
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  161. 161. Twitter.com/ShopCoralGables Wednesday, August 5, 2009
  162. 162. Facebook.com/DowntownCoralGables Wednesday, August 5, 2009
  163. 163. fin. Any Questions? ht tp:/ io gu tier re z.com /t ra in ing /g Wednesday, August 5, 2009

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