Intro To Social Media
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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

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    Intro To Social Media Intro To Social Media Presentation Transcript

    • NEOUPA Meeting: Social Media and Web 2.0
      August 19, 2009
      8/19/2009
      1
    • 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
    • Partial Client List
      KeyBank
      3
    • Capabilities Overview
      8/19/2009
    • Web 2.0 & Social Media
      8/19/2009
      5
    • 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
    • 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
    • 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
    • File sharing sites
      Social networks
      Social bookmarking
      Communication
      Blogs and RSS
      Collaboration
      (c) C4LPT, 2009
      9
    • 8/19/2009
      10
      Why Care About Social Media?
      • According to Forrester Research, 3 out of 4 Americans use social technology today
      • 46% of marketers have already built social media applications; 22% more will be the end of 2009
      • 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
    • 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
      • 93% of social media users believe a company should have a presence in social media
      • 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
    • 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,
    • Barriers to Social Media Adoption
      8/19/2009
      13
      Source: Marketing Sherpa
    • 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,
    • 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
    • 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
    • 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
    • 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