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What is Social Media and Why Should I Care?

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A presentation outlining the new rules of marketing and public relations and defining social media tools every business should use to monitor and participate in online discussions and forums.

A presentation outlining the new rules of marketing and public relations and defining social media tools every business should use to monitor and participate in online discussions and forums.


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  • 1. What is Social Media and Why Should I Care? by Pete Codella, APR for the Las Vegas BYU Management Society Sept. 30, 2008
  • 2. Presentation Outline
    • The marketing and public relations industry of today
    • Social media — what it is and how you can use it for business
    • Case studies
    • Q&A
  • 3. Observations
    • A new press release is distributed every 12 seconds
    • Do you think the media reads all of them?
    • Today, journalists gather information online
  • 4. Observations
    • Technology introduced tools to bypass traditional media gatekeepers
    • Self publish — say hello to my little friend, Google
    • Content is king
  • 5. Social Media Defines various activities that integrate technology, social interaction, and the display of words, pictures, video and audio.
  • 6.  
  • 7. New Rules
    • Before:
    • Press releases
    • Audience = press, media, journalists
    • Goal = media placement or bust
    • Now:
    • News releases
    • Audience = everyone
    • Goal = SEO tool
    • Media coverage is a bonus
    The New Rules of Marketing & PR By David Meerman Scott hear David Scott speak at IABC/Las Vegas on Oct. 6 go to IABCLasVegas.com
  • 8. Old vs. New Media
    • Old:
    • Books
    • Newspaper
    • Radio
    • Television
    • New:
    • Internet
    • Forums and message boards
    • Weblogs
    • Vlogs (video blogs)
    • Podcasts
    • Wikis
    • Pictures and video
    • Mobile applications
  • 9. Social Media Technologies
    • Email
    • Instant messaging
    • Blogs
    • Picture-sharing
    • Vlogs (video blogs)
    • Wall-postings
    • Music-sharing
    • Crowdsourcing
  • 10.  
  • 11. Social Media Applications
    • Blogger, WordPress, Movable Type – blogs
    • Facebook, LinkedIn – professional social networking
    • MySpace – social networking
    • Mybloglog, Plaxo – social network aggregation platforms
    • Digg, Del.icio.us, NewsVine, Reddit, StumbleUpon – tagging
    • Google Groups – reference, social networking
    • Flickr – photo sharing
    • Last.fm, Pandora – personal music
    • Twitter, Jaiku, Pownce, Yammer – social networking and microblogging
    • Wikipedia – crowdsourcing reference
    • YouTube – social networking and video sharing
    • Second Life – virtual reality
  • 12. Some Stats
    • Global online advertising expenditures are expected to exceed $80 billion by 2011
    • 1996 = only five communication mediums
    • 2008 = more than 30 different mediums have been identified
    It’s no longer “prime time,” but “my time.”
  • 13. Entertainment vs. Communitainment
    • Social media used for networking, interactive discussions, community
    • User generated content:
      • Blogs - an estimated 100k new ones daily (authority = Technorati)
      • Discussions
      • Photo and video sharing
  • 14. Word of Mouth
    • 83% trusted the opinion of family/friends
    • 75% review in newspaper, magazine or on TV
    • 69% information on manufacturer’s website
    • Source: Forrester, 2006 Q3 Media & Marketing Online Survey
    Family, friends and acquaintances are the best information/referral source.
  • 15. Social Media Pros and Cons
    • News cycle never ends
    • Comments made at a high-brow political rally in California will be heard by the people of West Virginia 51% of Internet users will turn to blogs to gather information and communicate about politics. Source: Technorati, 5/19/08
    • Lack of restraint with technology; different from face-to-face communication
    • Ambiguity of personal and professional profiles
  • 16. Social Media Business Considerations
    • Excellent search placement tool
    • Requires frequency and consistency
    • Commitment to authenticity and transparency
    • Be strategic!
  • 17. What issue will you solve?
    • Apply social media tools to solve a business problem
    • Outline goals and objectives; long-term outcome
    • Be clear about time/expense involved
    • Measure success
    • Gather employee resources, then get decision maker buy-in
  • 18. Demonstrate Value
    • Using two important metrics:
    • Exposure
    • Engagement
  • 19. Exposure
    • Impressions
    • Clicks/Visits
    • Page views
    • Referrers/Sources
    • New vs. returning
    • Frequency
    There are many free tools that measure exposure.
  • 20. Engagement
    • Pages per visit
    • Time on site
    • Reading blogs
    • Participating in discussions; commenting
    • Viewing videos/photos
    • Uploading content
    • Telling friends
    • Inquiries/Registrations
    • Transactions
  • 21. The value of engagement?
    • Priceless!
  • 22. Good Public Relations
    • Focused on listening in order to facilitate conversation
    • Interpreter for management
    • Fosters a brand experience
    • Not just about communication, but changing behavior
  • 23. Online Tools
    • Includes three key elements:
    • Web site: it begins with a good Web site Consider the Google search results page as your home page Your goal = control the Google Golden Triangle (see next slide)
    • Social Media: leverage networks and relationships using existing social networks
    • Internet Marketing: work with affiliate networks, pay-per-click, search advertising, online media relations
  • 24. The Google Golden Triangle
  • 25. Your Website Social Media Web 2.0 Strategy Maximum Impact Internet Marketing
  • 26. Marketing Success Measured not by how broad your reach is, but by how deep your network is. Relationships are key!
  • 27. What to Track
    • Key employees/public figures
    • Company name
    • Hot industry sites
    • Company URL(s)
    • Product/Service names
    • Product/Service URL(s)
    • Your competitors
    • Employee activity
    • Newsgroups
    • Blog comments
  • 28. Blog Measurement
    • Dominance/Visibility of your brand
    • Type of interaction
    • Nature of discussion
    • Sentiment
    • Key messages
    • Positioning
  • 29. How to Track – Best Tools
    • Alexa
    • Andiamo
    • Blogpulse
    • BoardTracker
    • Compete
    • CustomScoop
    • CyberAlert
    • Delicious
    • Digg
    • FeedBurner
    • Google Alerts
    • Google Analytics
    • IceRocket
    • Measure Map
    • Technorati
    • Tweeterboard
    • Wikiscanner
    • Xinu
    • YouTube
    • Zoominfo
    … see handout
  • 30. Use an RSS Reader RSS is Really Simple Syndication. It’s the technology used to distribute online information. Subscribing to an RSS feed is like tuning your TV to a specific channel. I recommend FeedDemon by NewsGator. You can also customize your Google home page by subscribing to specific RSS feeds. … examples
  • 31.  
  • 32.  
  • 33.  
  • 34. Case Studies How companies have used social media with good, and bad, results…
  • 35. MyStarbucksIdea.com
  • 36. Social Media Examples
    • See Peter Kim’s blog: BeingPeterKim.com for a continuously updated list of social media marketing examples
    • Link posted on PeteCodella.com on Sept. 15 titled Marketing through social media tools
    • Includes 226 brands as of Sept. 14
  • 37.  
  • 38. Use an Online Newsroom
    • Las Vegas advertising agency – Star7 – uses NewsCactus online newsroom solution to secure top organic search placement
    • Provides second site, in addition to main Web site; good strategy
    • Like a blog, but doesn’t require comment moderation; utilizes RSS and incorporates social media bookmarks
  • 39.  
  • 40.  
  • 41.  
  • 42.  
  • 43.  
  • 44.  
  • 45.  
  • 46. Moderation Policy = The Delete-O-Meter
  • 47. More Ideas
    • Company directory — use links to MySpace, Facebook, LinkedIn; build your own
    • Contribute to Wikipedia (crowdsourcing)
    • Blog just for recruiting — Honeywell
    • Time-limited blog — announcing new health benefits
    • Video blog — interviews with executives; promote events, define the brand
    • Yammer — enterprise-wide microblog
  • 48. Resources
    • PDFs available on my site:
      • Internet Monitoring Tools
      • Blog logs a culture change (Coca-Cola)
      • NewsCactus white paper on social media
      • Wal-Mart flog (fake blog)
      • Another world (about Second Life)
      • How do blogs measure up?
    Visit news.codellamarketing.com to access this presentation and PDF articles. Look for today’s news release about this seminar.
  • 49. A.P.A.
    • Ask Pete Anything
  • 50. My Information Pete Codella, APR Accredited in Public Relations 702.255.8765 [email_address] 2007 Communicator of the Year International Association of Business Communicators/Las Vegas
  • 51. Thank You! CodellaMarketing.com