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Intro To Social Media

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Presentation to NEOUPA on August 19, 2009

Presentation to NEOUPA on August 19, 2009

Published in: Technology

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  • 1. NEOUPA Meeting: Social Media and Web 2.0
    August 19, 2009
    8/19/2009
    1
  • 2. Metrics Marketing Group
    Analytical services / database & interactive marketing firm
    Founded 1998
    Stable, consistent growth
    Locations: Cleveland, San Francisco, Portland, OR and Boston
    Business focus: leverage data, analysis and marketing automation to deliver superior Marketing Return on Investment (MROI)
    Guiding principles:
    Business case focus / Simplest possible solution / Client advocacy perspective / Technology neutral
    2
  • 3. Partial Client List
    KeyBank
    3
  • 4. Capabilities Overview
    8/19/2009
  • 5. Web 2.0 & Social Media
    8/19/2009
    5
  • 6. What is Web 2.0?
    "Web 2.0" refers to the second generation of web development and web design that facilitates information sharing, interoperability, user-centered design and collaboration on the World Wide Web. The advent of Web 2.0 led to the development and evolution of web-based communities, hosted services, and web applications. Examples include social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies.
    8/19/2009
    6
  • 7. What is Social Media?
    Social Media is an encompassing term that defines the various activities that integrate technology and social interaction, including creating, sharing and interacting with online content for others to participate.
    Social media transforms broadcast media monologues (one to many) into social media dialogues (many to many).
    8/19/2009
    7
  • 8. What is Social Media?
    Social Media really is…
    game changing
    not a closed system
    is not just another media
    is transparent
    is more than blogs
    is decentralized and real-time
    is measurable
    8/19/2009
    8
  • 9. File sharing sites
    Social networks
    Social bookmarking
    Communication
    Blogs and RSS
    Collaboration
    (c) C4LPT, 2009
    9
  • 10. 8/19/2009
    10
    Why Care About Social Media?
    • According to Forrester Research, 3 out of 4 Americans use social technology today
    • 11. 46% of marketers have already built social media applications; 22% more will be the end of 2009
    • 12. Time spent on social networks is growing at 3x the overall internet rate, accounting for about 10% of ALL internet time
    Source: Forester Research, Nielsen
  • 13. 8/19/2009
    11
    What Do I Need to Think About?
    • 80% of success in Social Media is dependent on understanding customers, defining an objective, and assembling the right strategy that encompasses: plans, roles, process, budgets, measurement and training
    • 14. 93% of social media users believe a company should have a presence in social media
    • 15. 85% of social media users believe that a company should go further than just having a presence on social and should also interact with its customers
    Source: Forester Research, Cane
  • 16. 8/19/2009
    12
    Resistance if futile?
    “Marketers who embrace social media will outdistance competition, build community following and boost loyalty.”
    Forrester Research, 2009
    “For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there a long time. If your business isn’t putting itself out there, it ought to be.”
    B.L. Ochman, Business Week, February 2009
    Source: Forester Research, Cane,
  • 17. Barriers to Social Media Adoption
    8/19/2009
    13
    Source: Marketing Sherpa
  • 18. 8/19/2009
    14
    Food for Thought
    “If Facebook were a country, it would be the
    8th most populated in the world, just ahead of Japan”
    –Mark Zuckerberg
    Source: Forester Research, Cane,
  • 19. 8/19/2009
    15
    Marketing Channels with Great Potential
    Social Media ranks #1 with the most potential to increase in effectiveness over the next 3 years
  • 20. Where do you start?
    First, listen.
    Company audit/readiness
    Internal organization structure
    Policy and procedures
    Target audience analysis
    Social monitoring
    Competitive review/industry best practices
    Develop a business case
    Develop an engagement strategy
    8/19/2009
    16
  • 21. Engagement Strategy
    Define what you want
    Objectives
    Success Metrics
    Who you target
    Motivations
    Conversations
    Where influencers are
    Vehicles
    Communities
    What are you offering
    Brand story/service
    Continuous brand participation
    How you deliver
    Platform
    Leverage existing functionality
    8/19/2009
    17
  • 22. Social Media is Measurable
    Measure to your objectives and your audience
    Set your priorities
    Analyze the discussion
    Coverage
    Depth
    Interaction
    Discussion
    Tonality
    Subject
    8/19/2009
    18

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