Connecting with others via sharing content

Connecting with others via sharing content

Social Networking is anywhere people are talking online. From a corporate perspective, what you are interested in - is where people are talking about you and are talking about the topics you care about (competitor brands, issues that involve your brand). Examples: Facebook Digg Amazon (customer ratings and reviews) Blogs (big place where people talk about things - voicing opinions, posting comments) Twitter

Social Networking is anywhere people are talking online. From a corporate perspective, what you are interested in - is where people are talking about you and are talking about the topics you care about (competitor brands, issues that involve your brand).

Examples:

Facebook

Digg

Amazon (customer ratings and reviews)

Blogs (big place where people talk about things - voicing opinions, posting comments)

Twitter

Exposure to your target audience Build brand awareness - help improve how people view your brand. Your customers are online already talking about you or your competition - voicing opinions, posting comments Get insights not available any other way. Interact with your target audience Deeper engagement with customers. (An easier way than other methods like comment cards, focus groups). With the new online way, you have an opportunity to be responsive. Can provide more scalable ways of supporting your customers. Share your business personality Show a more personal, human side to your business

Exposure to your target audience

Build brand awareness - help improve how people view your brand.

Your customers are online already talking about you or your competition - voicing opinions, posting comments

Get insights not available any other way.

Interact with your target audience

Deeper engagement with customers. (An easier way than other methods like comment cards, focus groups). With the new online way, you have an opportunity to be responsive.

Can provide more scalable ways of supporting your customers.

Share your business personality

Show a more personal, human side to your business

When you pay attention to what people are saying online, you can make product improvements. Example - Dell has a site called idea storm where people send their ideas and people vote on them. It is a useful way for Dell to find out what their customers like - and they get market research for free and from their customers!

When you pay attention to what people are saying online, you can make product improvements.

Example - Dell has a site called idea storm where people send their ideas and people vote on them. It is a useful way for Dell to find out what their customers like - and they get market research for free and from their customers!

United Breaks Guitars Song about United Airlines breaking musician’s guitar, June 2009 Within 4 days, United stock plunged by 10% ($180 million) Within 10 days, over 3 million views, 14,000 comments

Song about United Airlines breaking musician’s guitar, June 2009

Within 4 days, United stock plunged by 10% ($180 million)

Within 10 days, over 3 million views, 14,000 comments

Levels of Involvement Creators who publish  18% Critics who comment  25% Collectors who organize  12% Joiners who participate  25% Spectators who consume  48% Source: Groundswell by Li & Bernoff, 2008, see http://bit.ly/V5FIE

Creators who publish  18%

Critics who comment  25%

Collectors who organize  12%

Joiners who participate  25%

Spectators who consume  48%

Source: Groundswell by Li & Bernoff, 2008, see http://bit.ly/V5FIE

One – To – One Focus on connecting and sharing with individuals Facebook Share multi-formatted interests Form groups, causes, and pages MySpace Still large for college-age and younger Thriving art niches, especially music LinkedIn Professional profile (résumé)

One – To – One

Focus on connecting and sharing with individuals

Facebook

Share multi-formatted interests

Form groups, causes, and pages

MySpace

Still large for college-age and younger

Thriving art niches, especially music

LinkedIn

Professional profile (résumé)

One – To – Many One person publishes content, many receive it through connections (RSS, “friend”, “follow”, email, bookmark) Blogs 50% Americans read blogs Written about general topics (boingboing.com). Fan / hobbyist sites (MustangBlog.com) Corporate blogs - CEO of Sun (blogs.sun.com/jonathan) All of these are ways about learning about your customer, providing information to your customer and then letting them have conversations about you.

One – To – Many

One person publishes content, many receive it through connections (RSS, “friend”, “follow”, email, bookmark)

Blogs

50% Americans read blogs

Written about general topics (boingboing.com).

Fan / hobbyist sites (MustangBlog.com)

Corporate blogs - CEO of Sun (blogs.sun.com/jonathan)

All of these are ways about learning about your customer, providing information to your customer and then letting them have conversations about you.

One – To – Many Microblogs – values brevity and speed Twitter – fast, 140 character max status/share text TwitPic – mobile phone photo blog, integrates with Twitter Tumblr – media-rich, quick posting blog FriendFeed – short, media-rich posts with commenting and importing Social Media Publishing – audio, video, photo Flickr has over 3 Billion photos YouTube has over 6 Billion videos iTunes has over 20 Million podcasts

One – To – Many

Microblogs – values brevity and speed

Twitter – fast, 140 character max status/share text

TwitPic – mobile phone photo blog, integrates with Twitter

Tumblr – media-rich, quick posting blog

FriendFeed – short, media-rich posts with commenting and importing

Social Media Publishing – audio, video, photo

Flickr has over 3 Billion photos

YouTube has over 6 Billion videos

iTunes has over 20 Million podcasts

Many – To – Many Multi-authored blogs Often follows a magazine model – multiple authors covering beats (TVsquad.com) Discussion Boards, Chat Rooms, Email Groups Grouped into forums on topic, moderated (boards.fool.com) Discussions start with a question/comment from a member and the community replies (groups.yahoo.com) Collaboration sites Community members create a “living document” or website by making edits live on the site (wikipedia.org) Niche Communities Sites that combine multiple discussion channels (ning.com)

Many – To – Many

Multi-authored blogs

Often follows a magazine model – multiple authors covering beats (TVsquad.com)

Discussion Boards, Chat Rooms, Email Groups

Grouped into forums on topic, moderated (boards.fool.com)

Discussions start with a question/comment from a member and the community replies (groups.yahoo.com)

Collaboration sites

Community members create a “living document” or website by making edits live on the site (wikipedia.org)

Niche Communities

Sites that combine multiple discussion channels (ning.com)

Share – And – Save These sites specialize in users recommending web pages or products by submitting, voting, reviewing, and/or saving them for later Social Voting Sites – Digg & StumbleUpon Submit any webpage to the service Members vote (“digg” or “stumble”) approved pages Most voted sites send high volume traffic Social Bookmarking – Delicious Bookmark, describe, and tag favorite webpages 28% of all Americans have tagged or bookmarked content Reviews and Ratings TripAdvisor, Epinions, Amazon, Yelp - all give opportunities for people to write reviews of brands, products, or locations

Share – And – Save

These sites specialize in users recommending web pages or products by submitting, voting, reviewing, and/or saving them for later

Social Voting Sites – Digg & StumbleUpon

Submit any webpage to the service

Members vote (“digg” or “stumble”) approved pages

Most voted sites send high volume traffic

Social Bookmarking – Delicious

Bookmark, describe, and tag favorite webpages

28% of all Americans have tagged or bookmarked content

Reviews and Ratings

TripAdvisor, Epinions, Amazon, Yelp - all give opportunities for people to write reviews of brands, products, or locations

Where Social Media Sites Rank in the US # 3. Facebook # 4. YouTube # 5. MySpace # 11. Blogger # 13. Twitter # 14. Amazon # 18. Flickr # 20. WordPress # 27. LinkedIn # 41. Digg # 50. Answers # 69. Ning ~ according to Alexa Internet, Inc, June 2009

# 3. Facebook

# 4. YouTube

# 5. MySpace

# 11. Blogger

# 13. Twitter

# 14. Amazon

# 18. Flickr

# 20. WordPress

# 27. LinkedIn

# 41. Digg

# 50. Answers

# 69. Ning

~ according to Alexa Internet, Inc, June 2009

What are your goals? What are the guidelines? - Help by setting up some real clear guidelines. What will you measure? - Based on your goals, you should be able to come up with a set of measurements.

What are your goals?

What are the guidelines? - Help by setting up some real clear guidelines.

What will you measure? - Based on your goals, you should be able to come up with a set of measurements.

You can do searches or look at third party recommendations. Look at Google Groups. You can subscribe to RSS Feeds. Can hire a firm to research and tell you.

You can do searches or look at third party recommendations.

Look at Google Groups.

You can subscribe to RSS Feeds.

Can hire a firm to research and tell you.

Be authentic and add value - be a part of the community and not there for the advertisement Join the conversation and add value (start as a lurker first, watching and learning what goes on). Be responsive Know you can’t control the community Watch for pitfalls. If you get involved, recognize that this is a commitment. If you get involved - stay involved.

Be authentic and add value - be a part of the community and not there for the advertisement

Join the conversation and add value (start as a lurker first, watching and learning what goes on).

Be responsive

Know you can’t control the community

Watch for pitfalls.

If you get involved, recognize that this is a commitment. If you get involved - stay involved.

Start the conversation Inform, publish, announce, plan Listen and Connect to the conversation Fans, competitors, clients Be Personable Be yourself

Start the conversation

Inform, publish, announce, plan

Listen and Connect to the conversation

Fans, competitors, clients

Be Personable

Be yourself

For more information about Social Media Strategy and other marketing tactics, feel free to contact: Insight Marketing Group at insightmg.com Orangejack LLC at orangejack.com

For more information about Social Media Strategy and other marketing tactics, feel free to contact:

Insight Marketing Group at insightmg.com

Orangejack LLC at orangejack.com