A deep look at Social Media

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

MOBILE ARRIVES: A MIXED BLESSING

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

BUT WAIT

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”.
Delicious

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

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A deep look at Social Media

by Matt Hames on Sep 07, 2011

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