A deep look at Social Media
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A deep look at Social Media



This is a deep look at social media for brands and businesses

This is a deep look at social media for brands and businesses



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  • Full page ad in the Wall Street Journal for Domtar
  • Talk about Domtar
  • http://www.emarketer.com/Article.aspx?R=1008168
  • http://online.wsj.com/article/SB10001424052748704694004576019691769574496.html
  • http://www.mobilemarketingwatch.com/ebay-mobile-commerce-trends-in-2010-230m-in-holiday-mobile-sales-up-166-percent-12179/
  • http://promomagazine.com/mobilemarketing/news/jcpenney-unwraps-mobile-initiatives-1208/?cid=nl_pro_xtra1209
  • http://www.emarketer.com/Article.aspx?R=1008110
  • http://www.emarketer.com/Article.aspx?R=1008110
  • Facebook google argument
  • It ’s a networking tool not based on geography.
  • A place ot share smarts
  • This is the thing of the future.
  • This is Ning. The url is EMA-rubbermaid.com. It ’s an invitation only social network that we can customize in any way we want.
  • It ’s completely secure. Unless you get invited, you can’t get in.
  • This is Ning. The url is EMA-rubbermaid.com. It ’s an invitation only social network that we can customize in any way we want.
  • Learner, shopper, buyer

A deep look at Social Media A deep look at Social Media Presentation Transcript

  • Web 2.0 in 2011
    • What is a social network, and how they are different
    • Some examples of social media tools
    • The shift – ie, what now?
  • What is a social network?
    • For an individual, the value is in the community
    • For a brand, the value is in harnessing the community
    • Social media is about a change in behavior
    • A convergence, where online stopped being about ‘websites’ and started being about experiences
  • TRADITIONAL MEDIA SOCIAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer
  • Who has time for all this?
    • 2 nd Law of Social Networking
  • Smartphone Penetration
    • 31% of mobile users have a smartphone
      • 73.3 million people
    • 69% of US smartphone owners downloaded a mobile app
      • 74% of men
      • 62% of women
    • Those ages 35 to 44 were most likely to have downloaded an app…
    • Followed closely by those ages 18 to 24
    Source: eMarketer
  • Holiday 2010: Most Mobile ever
    • 25% used their smartphones to shop for gifts, compare prices, and research product reviews
    • 36% used them in stores
    • Black Friday 2009: shoppers using mobile devices accounted for just 0.1% of visits to retail websites
    • Mobile purchases on the rise
    Source: Coremetrics
  • eBay Mobile Purchases grew
    • eBay mobile sales grew 134% over last year
    • Record $13M in Gross Mobile Sales on Sunday 12/12, up 38% over cyber Monday
  • New Mobile Apps for Holiday 2010
    • JCPenney app featured mobile commerce site, iAd games, location based check-in, coupons
    • Walmart app targeted budget-conscious consumers by presenting deals and money-saving tips that are updated daily
  • What Shoppers Want from Retail Apps 42%: Instant Coupons Source: eMarketer
  • What Shoppers Want from Retail Apps: 42%: Money-off Coupons
    • Source: eMarketer
  • Why this matters
    • People like to share.
    • So we ’re not in control.
    • Of the brand, or the message, or the consumer
    • Here are some of the tactics that are making us lose control.
    • Facebook has over 750 million members
    • 50% of all Canadians have a profile!
    Source: http://www.facebook.com/press/info.php?statistics
    • Facebook Connects us to people we know.
    • Facebook builds a social graph based on likes and connections.
  • Facebook stats
  • Fan engagement - users on the page
  • Demographics
  • Facebook for market research
  • LinkedIn – business social network.
    • LinkedIn is an interconnected network of professionals from around the world, representing 170 industries and 200 countries.
    • You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals.
    • What are yours?
  • Should you care?
    • Google yourself (or senior staff)
    • Then imagine that after a new business meeting, a potential business partner does the same thing.
  • Your Professional Brand- Profile Page
    • Include a photo of yourself
    • Create a personalized public URL
    • Include link to your company
    • Showcase your activity, your Twitter feed, delicious feed, Facebook page .
  • Share Your Expertise - Answers
  • Answer categories
  • Proving expertise
  • Groups
    • 16
    • Connect with industry experts and like-minded professionals to gather insight and feedback
    • Follow and share topical news
    • Credibly expand your business network and uncover opportunities
  • Polls
    • 17
  • Applications
    • Apps synch with your profile.
    • Slideshare is one such app.
    • My LinkedIn profile has my Slideshare presentations
  • Company Page
  • LinkedIn/skills
  • 10 Tips for Using LinkedIn
    • Complete your profile to 100%
    • Describe specific work experiences
    • Choose your public URL and share it
    • Connect to people
    • Give and get recommendations from trusted colleagues – or presenters you like
    • Find answers or ask questions
    • Participate in relevant groups
    • Tell LinkedIn Today your interests
    • Follow your customer’s page to get updates
    • Visit www.learn.linkedin.com for more tools
    • “ We came across the word "twitter," and it was just perfect. The definition was "a short burst of inconsequential information," and "chirps from birds." And that ’ s exactly what the product was. ” —Jack Dorsey
  • Listen
  • Creating a bio
    • Twitter asks for a 160 character bio.
    • A one-floor elevator speech for you and your skills.
    • Yours bio should be:
      • Focused
      • Exceptional
      • Genuine
  • Delicious
    • Social bookmarking is the solution to never having to e-mail a link home.
    • It ’s also a way to prove smarts.
    • Now consider how your individual smarts can work for a brand.
    • Every single one of your bookmarks can appear on your website under the heading “What we are reading”.
  • How it i s done
    • Read a relevant article in the NY Times.
    • Save the article to Delicious bookmarks.
    • Give it a unique tag.
    • The website searches Delicious for anything with the unique tag and adds it under “News”.
    • It is a continuously updated what ’s new section of the website
    • There are hundreds of places to post videos online – we’re going to talk about YouTube
    • Think of it as a place to share knowledge
    • Interviews
    • Vlogging (a not very fancy way of saying video blogging)
    • Video on YouTube is device agnostic
    • A secure social network for $400 a year
  • The shift
  • What now?
    • Understand people you want to talk to using social media.
    • Understand that there are more ‘websites’ than just your .com
    • Have a plan for each website in the path to purchase
    • This is digital real-estate that you have some control over, where people can talk back
    • Develop a digital strategy whereby your website works with other digital assets.
    • Create shareable content (or share content).
    • And move people from learner to shopper to buyer.
  • Digital Media Process Discovery Strategic Development Implementation Validation
  • Discovery
    • Review all content from the brand – what assets exists? What can be repurposed?
    • Analyze what the category is doing
    • Devise strategies to engage target market, both existing customers and new customers
  • Strategic Development
    • From listening, gain insight into the target markets.
    • Create a social media strategy.
    • Elements include: Customized Social graph (see next slide)
    • Social
    • Media
    • Search
    • Blogs
    • Social Bookmarking
    Left blank to be filled in as needed
    • In-store
    • website
  • Implementation
    • Once you have developed a strategy, the plans for the various strategic initiatives can be crafted and refined.
    • The creative approach can be refined – will there be a content calendar? How does it all fit with other marketing tactics?
  • Validation
    • Social media offers almost instantaneous validation
    • We can learn from how people respond to the campaign, and change it as necessary.
  • Re-Discovery
    • Regardless of the idea, ensure you are testing.
  • Contact
    • Matt Hames
    • Social media strategist
      • 716.817.3076
      • People like to share
      • Twitter.com/mhames