A deep look at Social Media


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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

    1. 1. Web 2.0 in 2011
    2. 3. <ul><li>What is a social network, and how they are different </li></ul><ul><li>Some examples of social media tools </li></ul><ul><li>The shift – ie, what now? </li></ul>
    3. 4. What is a social network?
    4. 5. <ul><li>For an individual, the value is in the community </li></ul><ul><li>For a brand, the value is in harnessing the community </li></ul>
    5. 6. <ul><li>Social media is about a change in behavior </li></ul><ul><li>A convergence, where online stopped being about ‘websites’ and started being about experiences </li></ul>
    6. 7. 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
    7. 8. Who has time for all this? <ul><li>2 nd Law of Social Networking </li></ul>
    9. 10. Smartphone Penetration <ul><li>31% of mobile users have a smartphone </li></ul><ul><ul><li>73.3 million people </li></ul></ul><ul><li>69% of US smartphone owners downloaded a mobile app </li></ul><ul><ul><li>74% of men </li></ul></ul><ul><ul><li>62% of women </li></ul></ul><ul><li>Those ages 35 to 44 were most likely to have downloaded an app… </li></ul><ul><li>Followed closely by those ages 18 to 24 </li></ul>Source: eMarketer
    10. 11. Holiday 2010: Most Mobile ever <ul><li>25% used their smartphones to shop for gifts, compare prices, and research product reviews </li></ul><ul><li>36% used them in stores </li></ul><ul><li>Black Friday 2009: shoppers using mobile devices accounted for just 0.1% of visits to retail websites </li></ul><ul><li>Mobile purchases on the rise </li></ul>Source: Coremetrics
    11. 12. eBay Mobile Purchases grew <ul><li>eBay mobile sales grew 134% over last year </li></ul><ul><li>Record $13M in Gross Mobile Sales on Sunday 12/12, up 38% over cyber Monday </li></ul>
    12. 13. New Mobile Apps for Holiday 2010 <ul><li>JCPenney app featured mobile commerce site, iAd games, location based check-in, coupons </li></ul><ul><li>Walmart app targeted budget-conscious consumers by presenting deals and money-saving tips that are updated daily </li></ul>
    13. 14. What Shoppers Want from Retail Apps 42%: Instant Coupons Source: eMarketer
    14. 15. What Shoppers Want from Retail Apps: 42%: Money-off Coupons <ul><li>Source: eMarketer </li></ul>
    15. 16. BUT WAIT
    16. 17. Why this matters <ul><li>People like to share. </li></ul><ul><li>So we ’re not in control. </li></ul><ul><li>Of the brand, or the message, or the consumer </li></ul><ul><li>Here are some of the tactics that are making us lose control. </li></ul>
    17. 19. <ul><li>Facebook has over 750 million members </li></ul><ul><li>50% of all Canadians have a profile! </li></ul>Source: http://www.facebook.com/press/info.php?statistics
    18. 20. <ul><li>Facebook Connects us to people we know. </li></ul>
    19. 21. <ul><li>Facebook builds a social graph based on likes and connections. </li></ul>
    20. 24. Facebook stats
    21. 25. Fan engagement - users on the page
    22. 26. Demographics
    23. 27. Facebook for market research
    24. 29. LinkedIn – business social network. <ul><li>LinkedIn is an interconnected network of professionals from around the world, representing 170 industries and 200 countries. </li></ul><ul><li>You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals. </li></ul><ul><li>What are yours? </li></ul>
    25. 30. Should you care? <ul><li>Google yourself (or senior staff) </li></ul><ul><li>Then imagine that after a new business meeting, a potential business partner does the same thing. </li></ul>
    26. 33. Your Professional Brand- Profile Page <ul><li>Include a photo of yourself </li></ul><ul><li>Create a personalized public URL </li></ul><ul><li>Include link to your company </li></ul><ul><li>Showcase your activity, your Twitter feed, delicious feed, Facebook page . </li></ul>
    27. 34. Share Your Expertise - Answers
    28. 35. Answer categories
    29. 36. Proving expertise
    30. 37. Groups <ul><li>16 </li></ul><ul><li>Connect with industry experts and like-minded professionals to gather insight and feedback </li></ul><ul><li>Follow and share topical news </li></ul><ul><li>Credibly expand your business network and uncover opportunities </li></ul>
    31. 38. Polls <ul><li>17 </li></ul>
    32. 39. Applications <ul><li>Apps synch with your profile. </li></ul><ul><li>Slideshare is one such app. </li></ul><ul><li>My LinkedIn profile has my Slideshare presentations </li></ul>
    33. 40. Company Page
    34. 42. LinkedIn/skills
    35. 44. 10 Tips for Using LinkedIn <ul><li>Complete your profile to 100% </li></ul><ul><li>Describe specific work experiences </li></ul><ul><li>Choose your public URL and share it </li></ul><ul><li>Connect to people </li></ul><ul><li>Give and get recommendations from trusted colleagues – or presenters you like </li></ul><ul><li>Find answers or ask questions </li></ul><ul><li>Participate in relevant groups </li></ul><ul><li>Tell LinkedIn Today your interests </li></ul><ul><li>Follow your customer’s page to get updates </li></ul><ul><li>Visit www.learn.linkedin.com for more tools </li></ul>
    36. 46. <ul><li>“ We came across the word &quot;twitter,&quot; and it was just perfect. The definition was &quot;a short burst of inconsequential information,&quot; and &quot;chirps from birds.&quot; And that ’ s exactly what the product was. ” —Jack Dorsey </li></ul>
    37. 47. Listen
    38. 50. Creating a bio <ul><li>Twitter asks for a 160 character bio. </li></ul><ul><li>A one-floor elevator speech for you and your skills. </li></ul><ul><li>Yours bio should be: </li></ul><ul><ul><li>Focused </li></ul></ul><ul><ul><li>Exceptional </li></ul></ul><ul><ul><li>Genuine </li></ul></ul>
    39. 52. Delicious <ul><li>Social bookmarking is the solution to never having to e-mail a link home. </li></ul><ul><li>It ’s also a way to prove smarts. </li></ul>
    40. 54. <ul><li>Now consider how your individual smarts can work for a brand. </li></ul><ul><li>Every single one of your bookmarks can appear on your website under the heading “What we are reading”. </li></ul>Delicious
    41. 55. How it i s done <ul><li>Read a relevant article in the NY Times. </li></ul><ul><li>Save the article to Delicious bookmarks. </li></ul><ul><li>Give it a unique tag. </li></ul><ul><li>The website searches Delicious for anything with the unique tag and adds it under “News”. </li></ul><ul><li>It is a continuously updated what ’s new section of the website </li></ul>
    42. 59. <ul><li>There are hundreds of places to post videos online – we’re going to talk about YouTube </li></ul><ul><li>Think of it as a place to share knowledge </li></ul>
    43. 60. <ul><li>Interviews </li></ul><ul><li>Vlogging (a not very fancy way of saying video blogging) </li></ul><ul><li>Video on YouTube is device agnostic </li></ul>
    44. 65. <ul><li>A secure social network for $400 a year </li></ul>
    45. 66. The shift
    46. 67. What now? <ul><li>Understand people you want to talk to using social media. </li></ul><ul><li>Understand that there are more ‘websites’ than just your .com </li></ul><ul><li>Have a plan for each website in the path to purchase </li></ul><ul><li>This is digital real-estate that you have some control over, where people can talk back </li></ul>
    47. 69. <ul><li>Develop a digital strategy whereby your website works with other digital assets. </li></ul><ul><li>Create shareable content (or share content). </li></ul><ul><li>And move people from learner to shopper to buyer. </li></ul>
    48. 70. Digital Media Process Discovery Strategic Development Implementation Validation
    49. 71. Discovery <ul><li>Review all content from the brand – what assets exists? What can be repurposed? </li></ul><ul><li>Analyze what the category is doing </li></ul><ul><li>Devise strategies to engage target market, both existing customers and new customers </li></ul>
    50. 72. Strategic Development <ul><li>From listening, gain insight into the target markets. </li></ul><ul><li>Create a social media strategy. </li></ul><ul><li>Elements include: Customized Social graph (see next slide) </li></ul>
    51. 73. <ul><li>Social </li></ul><ul><li>Media </li></ul><ul><li>Search </li></ul><ul><li>Blogs </li></ul><ul><li>Social Bookmarking </li></ul>Left blank to be filled in as needed <ul><li>In-store </li></ul><ul><li>website </li></ul>
    52. 74. Implementation <ul><li>Once you have developed a strategy, the plans for the various strategic initiatives can be crafted and refined. </li></ul><ul><li>The creative approach can be refined – will there be a content calendar? How does it all fit with other marketing tactics? </li></ul>
    53. 75. Validation <ul><li>Social media offers almost instantaneous validation </li></ul><ul><li>We can learn from how people respond to the campaign, and change it as necessary. </li></ul>
    54. 76. Re-Discovery <ul><li>Regardless of the idea, ensure you are testing. </li></ul>
    55. 77. Contact <ul><li>Matt Hames </li></ul><ul><li>Social media strategist </li></ul><ul><ul><li>716.817.3076 </li></ul></ul><ul><ul><li>People like to share </li></ul></ul><ul><ul><li>Twitter.com/mhames </li></ul></ul>
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