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.

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What is Social Media and Why Should I Care?

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