Intro To Social Media


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Presentation to NEOUPA on August 19, 2009

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Intro To Social Media

  1. 1. NEOUPA Meeting: Social Media and Web 2.0<br />August 19, 2009<br />8/19/2009<br />1<br />
  2. 2. Metrics Marketing Group<br />Analytical services / database & interactive marketing firm <br />Founded 1998<br />Stable, consistent growth<br />Locations: Cleveland, San Francisco, Portland, OR and Boston<br />Business focus: leverage data, analysis and marketing automation to deliver superior Marketing Return on Investment (MROI)<br />Guiding principles:<br />Business case focus / Simplest possible solution / Client advocacy perspective / Technology neutral<br />2<br />
  3. 3. Partial Client List<br />KeyBank<br />3<br />
  4. 4. Capabilities Overview<br />8/19/2009<br />
  5. 5. Web 2.0 & Social Media<br />8/19/2009<br />5<br />
  6. 6. What is Web 2.0?<br />&quot;Web 2.0&quot; 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.<br />8/19/2009<br />6<br />
  7. 7. What is Social Media?<br />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. <br />Social media transforms broadcast media monologues (one to many) into social media dialogues (many to many).<br />8/19/2009<br />7<br />
  8. 8. What is Social Media?<br />Social Media really is…<br />game changing<br />not a closed system<br />is not just another media<br />is transparent<br />is more than blogs<br />is decentralized and real-time<br />is measurable<br />8/19/2009<br />8<br />
  9. 9. File sharing sites<br />Social networks<br />Social bookmarking<br />Communication<br />Blogs and RSS<br />Collaboration<br />(c) C4LPT, 2009<br />9<br />
  10. 10. 8/19/2009<br />10<br />Why Care About Social Media?<br /><ul><li>According to Forrester Research, 3 out of 4 Americans use social technology today
  11. 11. 46% of marketers have already built social media applications; 22% more will be the end of 2009
  12. 12. Time spent on social networks is growing at 3x the overall internet rate, accounting for about 10% of ALL internet time</li></ul>Source: Forester Research, Nielsen<br />
  13. 13. 8/19/2009<br />11<br />What Do I Need to Think About?<br /><ul><li>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. 14. 93% of social media users believe a company should have a presence in social media
  15. 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</li></ul>Source: Forester Research, Cane <br />
  16. 16. 8/19/2009<br />12<br />Resistance if futile? <br />“Marketers who embrace social media will outdistance competition, build community following and boost loyalty.” <br />Forrester Research, 2009 <br />“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.” <br />B.L. Ochman, Business Week, February 2009 <br />Source: Forester Research, Cane, <br />
  17. 17. Barriers to Social Media Adoption<br />8/19/2009<br />13<br />Source: Marketing Sherpa<br />
  18. 18. 8/19/2009<br />14<br />Food for Thought<br />“If Facebook were a country, it would be the <br />8th most populated in the world, just ahead of Japan” <br />–Mark Zuckerberg<br />Source: Forester Research, Cane, <br />
  19. 19. 8/19/2009<br />15<br />Marketing Channels with Great Potential <br />Social Media ranks #1 with the most potential to increase in effectiveness over the next 3 years<br />
  20. 20. Where do you start?<br />First, listen.<br />Company audit/readiness<br />Internal organization structure<br />Policy and procedures<br />Target audience analysis<br />Social monitoring<br />Competitive review/industry best practices<br />Develop a business case<br />Develop an engagement strategy<br />8/19/2009<br />16<br />
  21. 21. Engagement Strategy<br />Define what you want<br />Objectives<br />Success Metrics<br />Who you target<br />Motivations<br />Conversations<br />Where influencers are<br />Vehicles<br />Communities<br />What are you offering<br />Brand story/service<br />Continuous brand participation<br />How you deliver<br />Platform<br />Leverage existing functionality<br />8/19/2009<br />17<br />
  22. 22. Social Media is Measurable<br />Measure to your objectives and your audience<br />Set your priorities<br />Analyze the discussion<br />Coverage<br />Depth<br />Interaction<br />Discussion<br />Tonality<br />Subject<br />8/19/2009<br />18<br />