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Scanlon social media 2010

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"The Impact of Social Media on your Future " …

"The Impact of Social Media on your Future "

Culture and Leadership Summit
People, Power and Progress
Scanlon Leadership Network and SouthWest Michigan First
Kalamazoo, MI
05.25.2010

Published in: Business, Technology

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  • Social media marketing and optimization makes use of social networks and social media sites to further online marketing opportunities. It involves publicity, viral marketing and buzz creation to increase brand awareness and generate new business. Social media platforms include social networking space, blogs, wikis, forums, social bookmarking and tagging, podcasts and more.
  • http://mashable.com/2009/07/08/social-media-marketing-growth/ We already knew that social media marketing budgets were on the rise, but now we know by how much. Forrester Research is out with their Interactive Marketing Forecast for the next five years, and estimates social media marketing to grow at an annual rate of 34 percent – faster than any other form of online marketing and double the average growth rate of 17 percent for all online mediums. Of course, social media is starting from a smaller base. Forrester estimates that $716 million will be spent on the medium this year, growing to $3.1 billion in 2014. At that point, social media will be a bigger marketing channel than both email and mobile, but still just a fraction of the size of search or display advertising ($31.6B and $16.9B, respectively).
  • Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
  • Transcript

    • 1. The Impact of Social Media on your Future Natasha Tong Culture and Leadership Summit People, Power and Progress 05.25.2010
    • 2. TEXT QUESTIONS 612.770.7710 Twitter Hashtag #Scanlon
    • 3. “Social media is a term used to describe the type of media that is based on conversation and interaction between people online. Where media means digital words, sounds & pictures which are typically shared via the internet and the value can be cultural, societal or even financial. ”(Wikipedia, 2010).
    • 4. Are you participating in… SMS (Text Audio Message) Micro Blogs Photos Sharing Wikis “Conversations” Social Media Blogs Platforms Collaborative Tools Video Social Sharing Networking Event Planning
    • 5. Intrinsically or Extrinsically Use of Social Media Personal Professional Enterprise Self Corporation Self Colleagues Association Family Clients Foundation Friends Vendors Schools Work mates
    • 6. It is about the relationship
    • 7. A 24/7 Society
    • 8. Information is at near real time
    • 9. Global Reach
    • 10. Social Media Stressed?
    • 11. COST OUTCOME QUALITY CONTROL TIME VALUE
    • 12. Are you on the…
    • 13. Are you missing out of an opportunity if you don’t do anything?
    • 14. Spending to Hit $3.1 Billion by 2014 Source: Forrester Research
    • 15. Scanlon Principles Identity Participation Equity Competency
    • 16. IDENTITY Outside Your Organization • Messaging and Branding • Listening (Intelligence Gathering)
    • 17. PARTICIPATION Inside Your Organization • Leverage Knowledge • Create Intelligence • Conversations • Listening
    • 18. Nielsen Top 10 Social Media Site Stats Apr-08 Total Apr-09 Total Year-over-Year Site Minutes (000) Minutes (000) Percent Growth Facebook 1,735,698 13,872,640 699 Myspace.com 7,254,645 4,973,919 -31 Blogger 448,710 582,683 30 Tagged.com 29,858 327,871 998 Twitter.com 7,865 299,836 3712 MyYearbook 131,105 268,565 105 LiveJournal 54,671 204,121 273 LinkedIn 119,636 202,407 69 SlashKey N/A 187,687 N/A Gaia Online 173,115 143,909 -17 Stats as of June 2009 Go to Nielsen.com >
    • 19. Three Components of Social Media 1. Concept 2. Media 3. Social interface • Art • Physical • Intimate direct • Information • Electronic • Community • Elements of • Verbal engagement cultural ideas • Social viral • Electronic broadcast or syndication • Other physical media such as print
    • 20. Facebook Traffic Conditions People on Facebook • More than 400 million active users • 50% of our active users log on to Facebook in any given day • Average user has 130 friends • People spend over 500 billion minutes per month on Facebook Activity on Facebook • There are over 160 million objects that people interact with (pages, groups and events) • Average user is connected to 60 pages, groups and events • Average user creates 70 pieces of content each month • More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Global Reach • More than 70 translations available on the site • About 70% of Facebook users are outside the United States • Over 300,000 users helped translate the site through the translations application See Statistics via Facebook.com >
    • 21. Are Businesses Benefiting From Social Media? Social Media Business Case Studies
    • 22. Social Media Case Study Equine Dentist Builds Relationships With Facebook BRAND (Emotional connection to be seen as a human being) Facebook alone has generated about 100 leads and 10-to-15 customers
    • 23. Social Media Case Study Equine Dentist Builds Relationships With Facebook, Rick Burnes, Mashable.com, 5/21/2010 How do you turn a regional service business into an international destination for industry thought leadership? Facebook. At least that’s what worked for Geoff Tucker, an equine dentist based in Palm City, FL. In a business driven by relationships, Geoff says that Facebook allows him to build new ones. “People do business with people who they’re friends with. Period,” he says. “And Facebook is a great way to get to know people. It allows people to see that I’m a person.” As he builds these relationships using social media, Geoff is also expanding his company’s reach. He says it was his blog (), his Twitter feed, and his Facebook account that helped him win appearances on Horse Talk Radio and HorseGirl.tv. So what’s this done for his business? Geoff says that over the last year, Facebook alone has generated about 100 leads and 10-to-15 customers.
    • 24. Social Media Case Study Steel Building Manufacturer Taps New Verticals Messaging (Photos of solutions to new customers) Chicken farmers and woodworkers don’t typically think to use steel buildings, but when friends and colleagues share pictures of their SteelMaster buildings on Twitter and Facebook, the farmers and woodworkers become interested
    • 25. Social Media Case Study Steel Building Manufacturer Taps New Verticals, Rick Burnes, Mashable.com, 5/21/2010 As a manufacturer of prefabricated steel buildings, SteelMaster was initially hesitant to get involved in social media. “It’s steel buildings,” explains Michelle Wickum, director of marketing for the Norfolk, VA company. “How is that going to tie to Facebook? It doesn’t make a lot of sense, but when we looked at the growth in Facebook and social media, we felt we had to get our arms around it.” About a year ago, SteelMaster put its first toe into the social media water. The company discovered two important applications for their business. First, they found that Facebook is an excellent way to post pictures of customers’ steel buildings. Not only do the pictures engage existing customers — they also demonstrate to prospective customers the range of uses for SteelMaster buildings. “Photography for us is the hook,” Michelle explains. Perhaps more importantly, SteelMaster found that social networks like Twitter and Facebook gives it exposure to and create demand in specific verticals where it previously had little traction. Chicken farmers and woodworkers don’t typically think to use steel buildings, but when friends and colleagues share pictures of their SteelMaster buildings on Twitter and Facebook, the farmers and woodworkers become interested.
    • 26. Social Media Case Study Full Social Media Integration for Marketing Paint Messaging (Customer Intimacies and Global Reach) Social media is now one of Idea Paint’s largest sources of leads and traffic — and it is growing steadily. Meanwhile, the company’s Twitter and Facebook reach grew 70% in Q1 2010, and is expected to grow an order of magnitude in Q2
    • 27. Social Media Case Study Full Social Media Integration for Marketing Paint, Rick Burnes, Mashable.com, 5/21/2010 Idea Paint is a Boston-area startup that sells paint that turns surfaces into dry-erase boards. The company uses social media throughout its sales and marketing process. The company blog, where employees publish videos, images and stories of product installations, is the hub of Idea Paint’s social media activity. The company uses Twitter and Facebook to share content published on the blog — then to listen to, respond to, and interact with the community that content engages. Marcus Wilson, Idea Paint’s head of marketing, says this system gives the company a level of customer intimacy and global reach and that was unheard of 10 years ago. What’s this mean in terms of business results? Social media is now one of Idea Paint’s largest sources of leads and traffic — and it is growing steadily. Meanwhile, the company’s Twitter and Facebook reach grew 70% in Q1 2010, and is expected to grow an order of magnitude in Q2. Idea Paint produced this video (on Mashable.com) on their social media strategy, exclusively for Mashable readers.
    • 28. Social Media Case Study Leading the Online Aviation Maintenance Discussion Conversations and Listening (Create Trust) The company discovered that the new medium could be a way to positively shape the conversation — to add its perspective and improve the industry’s damaged reputation.
    • 29. Social Media Case Study Leading the Online Aviation Maintenance Discussion, Rick Burnes, Mashable.com, 5/21/2010 In November 2008, a handful of auto executives flew their private planes to Washington, DC to testify before Congress in support of federal aid for their industry. This perception of corporate excess created an outcry, and the private aviation industry’s image was damaged. At that time, aircraft maintenance and support company Duncan Aviation had just started using social media. The company discovered that the new medium could be a way to positively shape the conversation — to add its perspective and improve the industry’s damaged reputation. Beth Humble, now Duncan’s social media lead, explains that while social media is an important part of Duncan’s strategy, the company doesn’t aspire to create a Comcast- or Coke-like presence on the social web. Instead, the goal is simply to influence the right people. “There are a lot of industry people that we network with that are on Twitter: Journalists, other aviation bloggers, and industry and media outlets,” Beth explains. “If you connect with the right few people, you can really get in there and connect with thousands of people.”
    • 30. Social Media Case Study Integrating Twitter Into the Paper Selling Process Conversations and Listening (Create Trust) Today the company has 10 sales representatives across the country using their personal Twitter accounts on behalf of Neenah to close new business. .
    • 31. Social Media Case Study Integrating Twitter Into the Paper Selling Process, Rick Burnes, Mashable.com, 5/21/2010 One year ago, the marketing team at Neenah Paper, a manufacturer of high-quality paper products, confronted a growing problem: It was becoming harder and harder to reach new potential customers. Their traditional channels — phone conversations and in-person meetings — were not working as well. Prospects were tuning them out. Jamie Saunders, Neenah’s marketing communications manager, noted that most of the company’s potential customers — designers, graphic artists and printers — were spending their time in front of their computers, and that social media could be a way to better engage them. So Neenah took a step into the social media world. While the experiment started with Neenah’s marketing team, its sales team was one of the biggest beneficiaries. They discovered they could do prospecting and nurturing via Twitter. Today the company has 10 sales representatives across the country using their personal Twitter accounts on behalf of Neenah to close new business. Jamie says these sales reps are finding that social media is simply a more effective way of engaging with their prospects. “It’s an invitation to have a conversation. You’re getting permission to have a conversation — a conversation that used to happen in person.”
    • 32. Social Media Case Study Piper Aircraft Launches PiperSport Light Sport Aircraft on YouTube, Facebook and Twitter on Jan, 2010 Messaging and Increased Awareness FAST • PiperSport YouTube channel, have been viewed 22,808 times. • PiperSport has 4,886 fans on Facebook, a large percentage of whom are active, engaged, and contributing to the community with photos, news, insight, reviews, and enthusiasm. • Major aviation journalists and bloggers are following PiperSport on Twitter. • At least one $140,000 airplane has already been sold online
    • 33. Social Media Case Study Social Media Case Study: Piper Aircraft Launches PiperSport Light Sport Aircraft on YouTube, Facebook and Twitter, Greg Jarboe, February 2, 2010 Can you use social media to sell a $140,000 product? In January 2010, Piper Aircraft launched the PiperSport Light Sport Aircraft, an entry-level airplane offering features and performance normally found in more expensive, high-end aircraft. To support the launch at the Sebring U.S. Sport Aviation Expo 2010, Piper Marketing Director Jackie Carlon commissioned: • a PiperSport Light Sport Aircraft channel on YouTube, • a PiperSport Light Sport Aircraft page on Facebook, and • a PiperSport feed on Twitter. Less than two weeks ago, no one had ever heard of the PiperSport. As of today: • Videos about the PiperSport, posted on the PiperSport YouTube channel, have been viewed 22,808 times. • PiperSport has 4,886 fans on Facebook, a large percentage of whom are active, engaged, and contributing to the community with photos, news, insight, reviews, and enthusiasm. • Major aviation journalists and bloggers are following PiperSport on Twitter. • At least one $140,000 airplane has already been sold online through an Internet link, and many people who discovered the PiperSport through social media are in sales conversations with Piper or its dealers.
    • 34. Social Media Case Study Microsoft Sales Force Uses Social Computing to Share Expertise, Drive Sales Increase Intelligence (Any Time, Any Place Learning Environment) “With a social computing environment, we achieved our goal to increase the amount of knowledge that is shared within Microsoft,” says Fourrage. “And we are spending less money to deliver a better service.”
    • 35. Social Media Case Study Microsoft Sales Force Uses Social Computing to Share Expertise, Drive Sales, Microsoft Corp. Microsoft sales professionals couldn’t find the time to attend the online sales and technology courses offered by Microsoft Academy because they are on the road all day, visiting customers. They needed a convenient way to consume information that they could integrate into their daily lives. The Academy used Microsoft® Office SharePoint® Server 2007 to create a social computing environment called Academy Mobile, where sales representatives create and share podcasts. Academy Mobile helps drive sales excellence by facilitating the exchange of shared ideas, innovations, and best practices. Microsoft sales professionals have enthusiastically integrated Academy Mobile into their work lives. “With a social computing environment, we achieved our goal to increase the amount of knowledge that is shared within Microsoft,” says Fourrage. “And we are spending less money to deliver a better service.” “I’m excited by how people have already embraced the concept to improve learning among sales professionals,” says Fourrage. “Today, Microsoft employees use Academy Mobile to foster innovation, share best practices, build supportive communities, and make more sales.”
    • 36. Where do I start? Where are my k? customers…? F aceboo In ? Linked ? Blogs… What is the valu e or outcome?
    • 37. Is Social Media for You? “Yes” answers here “No” answers here indicate SMM may be right indicate you may have for you: SMM homework: 1. Are you interesting in 1. Are your creating a conversation? clients/employees online? 2. Are you interested in 2. Do you have a content creating awareness? strategy / value 3. Are you interested in proposition? finding and energizing 3. Do you have advocates? time/resources to develop 4. Do you want to use social relationships? media to listen to clients 4. Do you have the tools or and employees? plan to integrate social media?
    • 38. Thanks. Thanks Natasha Tong C 612.770.7110 E ntong01@gmail.com W mindfulinnovation.com Twitter @ntong Presentation slideshare.net/mindfulinnovation