Social Media Will Not Make You Smarter, Richer or Thinner The Massachusetts Conference for Women Morra Aarons-Mele
c. Jonathan Borofsky http://www.joniweyl.com/v2/JB08-5318.htm
Adapted from KPCB Internet Trends 2011
Adapted from KPCB Internet Trends 2011
Adapted from KPCB Internet Trends 2011
Adapted from KPCB Internet Trends 2011
Types of Social Media
 
What You're Up Against <ul><ul><li>Each day, US adults absorb: </li></ul></ul><ul><ul><li>34 GB data over 11.8 hours ( USC...
Social Media is not the Silver Bullet <ul><ul><li>Social networks are the interactive visibility tool of the digital age <...
Courtesy Nicco Mele
Names (leads, email addresses) Awareness (consumer, trade, elites)
Courtesy Nicco Mele
Courtesy Nicco Mele
 
Baseline: Website <ul><ul><li>Your website houses your content </li></ul></ul><ul><ul><li>Content’s purpose: </li></ul></u...
Use Your Channels for Messaging <ul><li>Getting to know you </li></ul><ul><ul><li>Search engine visibility </li></ul></ul>...
Source: Quantcast; http://www.slideshare.net/FredSolop/social-media-and-politics-may-20-2009
 
 
Start to Make Friends Identify Your Landscape <ul><li>Who is influential </li></ul><ul><li>Where do they hang out? </li></...
Use Twitter to connect directly with influencers
Use Facebook to connect professionally via pages
Use Linked-In to connect with colleagues via groups
<ul><li>Write </li></ul><ul><li>Publish </li></ul><ul><li>Connect </li></ul><ul><li>Reciprocate </li></ul>
 
The Power of Women & Social Media <ul><ul><li>42 million women log on to social network sites weekly </li></ul></ul><ul><u...
BlogHer Poll: Blog Snapshot <ul><ul><li>The BlogHer network of women: </li></ul></ul><ul><ul><li>Female: 95% </li></ul></u...
“ I want free stuff!!”
“ I have bills to pay!!”
NOW, GO DO IT
Don’t rely on the intern <ul><li>Hire a community manager- but even leadership has their hand in </li></ul><ul><li>Check o...
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Social media marketing- Women Online

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This is a conversation from the Massachusetts Conference for Women Dec. 8, 2011

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  • 81% of users of global internet properties are outside the USA!
  • Social networks Google+ Facebook – if Facebook were a country, it would be the 3 rd most populated Bebo – appealed to audiences outside of the America, purchased by AOL in March 2008 Orkut – social network that was owned by Google, most visited sites in India and Brazil Hi5 – social network with focus on social gaming MySpace – dropped down from being one of the top social networking sites, purchased by News Corp. in 2006 Micro-blogging Twitter Tumblr – active community, also allows app development Posterous Plurk – Similar to Twitter, used quite a bit in Asia (Taiwan) Location-based Foursquare Gowalla Instagram Brightkite
  • Just pick 3
  • Elite position based on expertise, passion, frequency of communication Influencers can’t be bought, and start off neutral – which is why their potential is so great Influencers are not equal – they can be assessed, ranked and prioritized Research Advertising Web Development Public Affairs Technology Investor Relations Brand management Crisis Management
  • Have message, will travel through the wilds of social media
  • Why do I have a picture of Sarah Palin. BRAND
  • Social media marketing- Women Online

    1. 1. Social Media Will Not Make You Smarter, Richer or Thinner The Massachusetts Conference for Women Morra Aarons-Mele
    2. 2. c. Jonathan Borofsky http://www.joniweyl.com/v2/JB08-5318.htm
    3. 3. Adapted from KPCB Internet Trends 2011
    4. 4. Adapted from KPCB Internet Trends 2011
    5. 5. Adapted from KPCB Internet Trends 2011
    6. 6. Adapted from KPCB Internet Trends 2011
    7. 7. Types of Social Media
    8. 9. What You're Up Against <ul><ul><li>Each day, US adults absorb: </li></ul></ul><ul><ul><li>34 GB data over 11.8 hours ( USCD ) </li></ul></ul><ul><ul><li>65% of online adults use social media ( Pew ) </li></ul></ul><ul><ul><li>Adults using the internet as primary news source up 17% between 2009-2010 ( Pew ) </li></ul></ul><ul><ul><li>1 in 4 adults accessed most of their 2010 campaign news online ( Pew ) </li></ul></ul><ul><ul><li>3-fold increase from 2002 </li></ul></ul>
    9. 10. Social Media is not the Silver Bullet <ul><ul><li>Social networks are the interactive visibility tool of the digital age </li></ul></ul><ul><ul><li>Thousands of followers or “likes” don't directly translate action or sales </li></ul></ul><ul><ul><li>Social networks are only one tool at your disposal </li></ul></ul><ul><ul><li>Social media isn’t a SOLUTION, it’s a tool that can be deployed strategically in support of a larger organizational or campaign goal.  </li></ul></ul><ul><li>  </li></ul><ul><ul><li>A brilliant social media strategy cannot compensate for a campaign or organization that lacks a strong, memorable brand.   </li></ul></ul>
    10. 11. Courtesy Nicco Mele
    11. 12. Names (leads, email addresses) Awareness (consumer, trade, elites)
    12. 13. Courtesy Nicco Mele
    13. 14. Courtesy Nicco Mele
    14. 16. Baseline: Website <ul><ul><li>Your website houses your content </li></ul></ul><ul><ul><li>Content’s purpose: </li></ul></ul><ul><ul><ul><li>Who we are (delivering on the brand promise) </li></ul></ul></ul><ul><ul><ul><li>How you can join us </li></ul></ul></ul><ul><ul><ul><li>What we’re doing and why it’s awesome </li></ul></ul></ul><ul><ul><ul><li>Who pays the bills/Contact/Customer Service </li></ul></ul></ul><ul><ul><li>Most people won’t come back to your site voluntarily…you need to go out and get them </li></ul></ul>
    15. 17. Use Your Channels for Messaging <ul><li>Getting to know you </li></ul><ul><ul><li>Search engine visibility </li></ul></ul><ul><ul><li>Presence on major platforms and networks </li></ul></ul><ul><ul><li>Supplement w/ads if you can </li></ul></ul><ul><li>Building the Relationship </li></ul><ul><ul><li>Twitter (esp. for media and influentials) </li></ul></ul><ul><ul><li>Email list </li></ul></ul><ul><ul><li>Know what your competitors are doing </li></ul></ul><ul><ul><li>Influencers </li></ul></ul><ul><li>Niche marketing, not mass </li></ul><ul><ul><li>Use channels to tailor your message and make it relevant </li></ul></ul><ul><ul><li>Build relationships </li></ul></ul>
    16. 18. Source: Quantcast; http://www.slideshare.net/FredSolop/social-media-and-politics-may-20-2009
    17. 21. Start to Make Friends Identify Your Landscape <ul><li>Who is influential </li></ul><ul><li>Where do they hang out? </li></ul><ul><li>Who is their network? </li></ul><ul><li>Do they want to get to know you? </li></ul>
    18. 22. Use Twitter to connect directly with influencers
    19. 23. Use Facebook to connect professionally via pages
    20. 24. Use Linked-In to connect with colleagues via groups
    21. 25. <ul><li>Write </li></ul><ul><li>Publish </li></ul><ul><li>Connect </li></ul><ul><li>Reciprocate </li></ul>
    22. 27. The Power of Women & Social Media <ul><ul><li>42 million women log on to social network sites weekly </li></ul></ul><ul><ul><li>Women compose the majority of nearly every major social media networking site </li></ul></ul><ul><ul><li>Women are twice as likely as men to blog </li></ul></ul><ul><ul><li>Women are more likely to use blogs as a source of information and to aid in decision-making </li></ul></ul><ul><ul><li>(BlogHer, iVillage 2009) </li></ul></ul>
    23. 28. BlogHer Poll: Blog Snapshot <ul><ul><li>The BlogHer network of women: </li></ul></ul><ul><ul><li>Female: 95% </li></ul></ul><ul><ul><li>Median age: 30 </li></ul></ul><ul><ul><li>Median range: 25-40 (67%) </li></ul></ul><ul><ul><li>Married: 75% </li></ul></ul><ul><ul><li>Work outside the home: 52% </li></ul></ul><ul><ul><li>Stay at Home: 33% </li></ul></ul><ul><ul><li>Are bloggers themselves: 52% </li></ul></ul><ul><ul><li>Recommend products to friends online: 56% </li></ul></ul><ul><ul><li>Bought product on blogger rec: 63% </li></ul></ul>
    24. 29. “ I want free stuff!!”
    25. 30. “ I have bills to pay!!”
    26. 31. NOW, GO DO IT
    27. 32. Don’t rely on the intern <ul><li>Hire a community manager- but even leadership has their hand in </li></ul><ul><li>Check out the Community Roundtable </li></ul><ul><li>Set up a monitoring system and KPIs </li></ul>Courtesy Edelman

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