Social Media
for Business
Digital Tools to Help Achieve Your
Marketing Communication Goals
Joe Stabb
Director of Emerging Media
ABC Creative Group
joe@abccreativegroup.com
Wednesday, July 1, 2009 1

Social Media Revolution
Social Media = Social
media is an umbrella term
that defines the various
activities that integrate
technology, social
interaction, and the
construction of words,
pictures, videos and audio.
This interaction, and the
manner in which information
is presented, depends on
the varied perspectives and
"building" of shared
meaning, as people share
their stories, and
understandings.
Wednesday, July 1, 2009 2

Wednesday, July 1, 2009 3

Types of Social Media
Sites
Social Networks (Facebook, MySpace, Ning, LinkedIn)
Blogs (WordPress, Blogger, Blojsom)
Microblogging (Twitter)
Social Bookmarking & News (Delicious, Digg, AddThis)
Photos, Videos, & Podcasts (Audacity, iTunes, Flikr, Picasa,
Photobucket, YouTube, DailyMotion)
Wednesday, July 1, 2009 4

Defining the Scope of
Social Media
Primarily look at applying social media for 3 key uses
Customer
Listening, Need Gauging, Customer Feedback,
Relationship Building
Marketing
Buzz, Customers as WoM Agents, SEO/SEM
Industry Watch
The CEO Paradigm, Opportunistic Paradigm, Competition
Paradigm
Wednesday, July 1, 2009 5

Social Networks
Social Networks allow people to create profiles and interact
with each other
Share stories, photos, videos, and bookmarks from all over
the internet
Wednesday, July 1, 2009 6

Example: Facebook
6th most visited site in the United States
Started by a Harvard student in 2004, collegiate start and base, but now
available to anyone ages 13 and up.
Wednesday, July 1, 2009 7

Facebook Stats
(1/5/2009)
The 35-54 year old demo is growing fastest, with a 276.4% growth rate
in over the approximate 6 months since we last produced this report
The 55+ demo is not far behind with a 194.3% growth rate
The 25-34 year population on Facebook is doubling every 6 months
There are more females (55.7%) than males (42.2%)
The largest demographic concentration remains the college crowd of
18-24 year olds (40.8%) which is down from (53.8%) six months ago.
Take away? Facebook is being rapidly adopted by parents and professionals.
Wednesday, July 1, 2009 8

How is Facebook Being
Used by Businesses
Wednesday, July 1, 2009 9

Blogs
Two Main Functions
Internal/External Communication
Media Relations/Advertising
Wednesday, July 1, 2009 10

The Many Faces of Blogs
Wednesday, July 1, 2009 11

Wednesday, July 1, 2009 12

Microblogging (Twitter)
Twitter is one of the fastest growing sites
Millions of users now exist; daily reach is 2% of the
online population = 28,154,400
Wednesday, July 1, 2009 13

Twitter
Short format makes it easy to take part
A way to get into the minds of industry experts, celebrities, or just
your friends & acquaintances
Third party clients with various features & UIs
Easily searchable
Hashtags for topic-based searching, events and online "Tweetchats"
- ex: That pitch was way low! #redsox
- ex: We use MailChimp for email marketing. #sbbuzz
- ex: We’re presenting at #MTUG09 tomorrow. Come say hi!
Wednesday, July 1, 2009 14

Lets Tweet
Wednesday, July 1, 2009 15

Social Bookmarking
Allow users to share your content with others
Share your computer bookmarks with other people
Used instead of a browser bookmark
Wednesday, July 1, 2009 16

Short Video
Wednesday, July 1, 2009 17

Photos, Videos, &
Podcasts
YouTube, Vimeo, DailyMotion, iTunes, Audacity,
Flikr, Photobucket
Wednesday, July 1, 2009 18

Lets Watch & Listen
Wednesday, July 1, 2009 19

Monitoring & Analysis
Monitor the Conversation - interact always
An hour a day is all it takes
Tools and Services to help
WebTrends, Omniture, Google Analytics
Wednesday, July 1, 2009 20

The Future of the Web
Second Life
World of Warcraft
ToonTown
Second Life® is a 3-D virtual
world created by its
Residents. Since opening to
the public in 2003, it has
grown explosively and today
is inhabited by millions of
Residents from around the
globe.
Wednesday, July 1, 2009 21

Wednesday, July 1, 2009 22

Coca-Cola in Second Life
Virtual Thirst Campaign
Video
Wednesday, July 1, 2009 23

The End
Wednesday, July 1, 2009 24