Social Media Introduction Oct 2010

By : Robin Low SOCIAL MEDIA intro (Oct 2010)

The birth of Generation C Control Content Communicate Creativity Channel Creative Class Community Connected Co-Creators Cash Consumer 2.0 Conversation Source: www.slideshare.net/wah17

consumer Today Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt

what is… social media?
“ Social Media is a group of online media which has the following characteristics.”
Participation
Networks
Two-way communication
Connectivity
Open source

People are getting on social media, and more companies are starting to use social media as a new communication channel WHY?

traditional media is dead.
Audience do not trust advertisements . (They would rather read a review on a blog or a webpage rather than corporate page)
Audience are immune to interruptive marketing . (too many mediums, too many ads)
Audience are informed , and information is readily available.
With a global business , it cost too much to reach out to everyone.
With social media, the cost is $0 , no external company needs to be engaged.

A radical change has occurred in the World of advertising and marketing “ ”

Audience are not listening anymore Interruptive marketing has seen it’s day Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

The Audience is creating Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf

The Audience is selecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf

The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf

media Landscape Internet Advertising Bureau, 2004

product Proliferation While mergers, both horizontal and vertical, the landscape of the industry in the world have been changing. Various organizations market many variations of the same products . The number of brands of everything is ever increasing and house brands are common in chain stores, resulting in consumers having more options. Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google

media Proliferation Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google
Today, media is fragmented
13,500 radio stations (4,400 in 1960)
17,300 magazine titles (8,400 in 1960)
82.4 TV channels per home (5.7 in 1960)
And the Web:
Millions of sites
Billions of pages

medium Proliferation
Besides getting your ads on TV, newspapers, radio and magazines, many other new mediums are used to bombard consumers with ads. Today, ads can be found virtually everywhere, on sms on cell phones, your IM communicator, computer games and in movies. As a result, consumers are growing more wary and tired of advertisements.

social media is … http://www.flickr.com/photos/noxdineen a CONVERSATION…

That is powered by… BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnneFIOPartners

“ Your customers are the message” -Marshall McLuhan The “medium-is-the-message” guy

People have now had a taste of two way conversations around your brand. They won’t wait for you to talk about you. They don’t want to listen to this… http://www.flickr.com/photos/nationaalarchief

Importance of… social media
2 way communication – allows feedback, comments
Generate massive amounts of traffic – get attention and links
Viral propagation – Word of Mouth marketing (Invite friends to promote)
Networking – create community / supporters
Branding
Search engine visibility

Importance of… social media
Low cost / high returns
Compliments marketing efforts – use with advertisements and PR
Market research / customer feedback
Crisis Management – resolve things before they become a crisis
New Communication Channel
Less effort with community sharing / help

trends to take note DISCOVER THE AVENTIS ADVANTAGE!
Increase in mobile devices – Internet is not restricted to home / Office.
Increase in Internet Penetration – Even matured folks (above 50) are getting online.
Increase in Social Media Penetration – Even matured folks are getting on Facebook / YouTube / Flickr to connect with family.
Online Networking / Offline Meetings for niche groups on the rise.
Money spent on Social Media engagement will exceed USD$1 Billion in 2010

who should use social media?
Companies who want international reach
Large Corporations
Event Organizers
Startups
Artists, Photographers, Musicians…
Entrepreneurs
Non-profit Organizations

Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it is finally done there is surprise it’s not better” -- Avinash Kaushik, Analytics evangelist, Google

Engagement is all about making it relevant to the audience. “ ” James Speros, Chief marketing officer, Ernst & Young

why ?
Create awareness
Facilitate word of mouth
Get feedback and create dialog
Engage the public
Know your customers.
Extend your reach – Globally!
Enhance coordination

Attention Engagement The new paradigm

the ultimate goal
Brand community!
Build a non-marketing community outreach to deliver a voice for your university
Use the buzz power
Reach alumni where they regroup
Leverage on word of mouth

A few quick stats…
73% of active online users have read a blog
45% have started their own blog
39% subscribe to an RSS feed
57% have joined a social network
55% have uploaded photos
83% have watched video clips
Source: Universal McCann’s Comparative Study on Social Media Trends, April 2008 , The conversation is happening…with or without you. BASED ON A PRESENTATION BY LEE WHITE Remixed from introtosocilamedia by AnnFIOPartners

more numbers

Facebook usage statistics by country - Dec 31st 2009 34.10% 80.70% 3,066,180 Sweden 20 99.30% 367.50% 3,975,640 Malaysia 19 38.40% 164.20% 4,952,340 Venezuela 18 66.80% 403.80% 5,397,480 India 17 701% 4763% 5,490,300 Taiwan 16 84.90% 361.90% 5,799,520 Germany 15 20.20% 39.90% 5,808,020 Chile 14 78.50% 351.50% 6,505,040 Mexico 13 25.80% 99.40% 7,243,520 Colombia 12 50.60% 227.50% 7,387,120 Argentina 11 25.70% 75.80% 7,611,920 Australia 10 33.40% 196.70% 7,701,200 Spain 9 208.40% 2046.80% 8,387,560 Philippines 8 30% 137.60% 13,272,760 Italy 7 19% 31% 14,228,460 Canada 6 32.60% 117% 14,290,700 France 5 126% 1536.70% 14,681,580 Indonesia 4 36.80% 113.60% 16,943,780 Turkey 3 20.90% 51.50% 22,625,300 UK 2 46.00% 140.80% 101,303,240 USA 1 6 month growth % 12 month growth % Number of Facebook users Country Rank

facebook statistics

Asia - 10.5% Users, fast growing Market Singapore > 1.1 million users http://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html

1 in 4 Facebook Users Come From Asia or the Middle East

Graphics by @G_obieta

internet penetration

internet users

internet penetration (Singapore)
3,370,000 Internet users as of Sept/09, 72.4% penetration
1,003,100 broadband subscribers as of June/09
>1.1 million Facebook Users of Jan 2010

YES, SOCIAL MEDIA IS POPULAR!

things people want from social media
I want a Facebook Page
I want bloggers to write about me
I want a twitter account
I want a YouTube Channel
I want a Flickr Group

social media involves
creating FB pages, Twitter account, YouTube account.
Updating profile, bio.
Getting Fans to join page
Planning theme and strategy to engage public.
Creating Engaging Content
Monitoring Comments and Feedback.
Analyzing Reports
ONE OFF EVERY CHANGE DAILY DAILY DAILY MONTHLY MONTHLY

how some companies start social media
Engage PR companines
Hold media / social events, invite bloggers, tweeps.
Send press release to bloggers.
Send samples to bloggers.
Expect blogs to be written by the people they engage.

Engage Advertising Agencies
Buy Ads on all forms of media to promote blog.
Pay for banners.
Pay bloggers to blog about them.
Focus on blogs to drive specific events and traffic to their company.

Engage Social Media Gurus / Companies
Blog for them
Tweet for them
Manage their Fan Pages
Manages their groups
Podcast their events / news.

unrealistic goals
I want bloggers to say good things about me.
I don’t want any bad comments or feedback.
I want a lot of traffic and fans within a short period.
I want statistics for impressions, and reach, on every platform.

results
Unproductive social media effort, slow and ineffective.
Staff untrained, uninterested and uninvolved.
Lack of social media awareness amongst staff.
Lack of social media policies.
Cannot deal with any form of crisis.

hindrance to social media
Inertia – a great barrier to social media, if you don’t start now, you will never find the time to start it.
Risk Adverse – afraid of negative feedbacks? Conversations will happen with or without you.
Lack of knowledge – don’t know where to start.
Resistant to change – scared of new technology.
Lack of empowerment – need a lot of approval cut through the bureaucracy.

objections to social media
Recruiters will poach staff.
Its just a fad.
We don’t have time.
We don’t want employees wasting time.
LinkedIn is for people who are looking for jobs.
My target audience is not on Facebook.

KNOWLEDGE

what is… social media?
“ Social Media is a group of online media which has the following characteristics.”
Participation
Networks
Two-way communication
Connectivity
Open source

Golden Rules
Communication in a 2 way street -- speak, listen and learn
Other people are allowed to have opinions
Give before receiving
Be truthful with your messages

The “ satisfaction effect ” Source: http://www.churchofthecustomer.com

Attention Engagement The new paradigm

know what you want to accomplish Develop a social media marketing plan for a specific goal or purpose. This will help you pick which site to use and how to measure success.

decide on purpose of social media and company’s position Social media is not a pure sales medium, decide on what you company would want to use it for. Your social media presence is more for online branding, educating your customers and engaging the public.

decide on which platform to use There are many different social media platforms to use, which one fits your company best? Find where your niche and audience are located and which platforms they are on and engage them there. Tip: Engage in 3 – 4 platforms. Cross marketing between the platforms creates multiple touch points.

decide on how your social media will be managed Who will be in charge of the Twitter account and Facebook Pages? Find out the rules needed for management to be comfortable. Find different roles for people with different comfort levels and skill sets.

develop social media policies Decide on what can be said and what can’t be said and integrate it into your HR policies. Set up staff training around your social media policy to create awareness amongst all staff.

market passively
Social media folks are not used to aggressive marketing, and will be turned off by it.
Aggressive marketing may bring negative results.

Be sure you provide many great reasons to follow you.
Keep content interesting and varied.
Always have your audience in mind.
add value

be consistent Consistency is key. Allocate a few hours a week to monitor your social media progress. Consistently be part of a community, not there only to market products. Participate in conversations and do not leave conversations you started.

build relationships
Listen
Get involved in conversations
Reply to feedbacks
Reach out where people gather
Be real (and transparent)
Be committed
Be personal (not behind a corporate account)

respect copyright and reference source There are codes and ethics you need for follow, and in social media, there is no exception. Referencing source, adding links adds credibility to your blogs.

be helpful and approachable
Do not just broadcast your own messages.
RT (Re-tweet) interesting news and information to your audience.
Reply to comments.
Answer questions you know the answer to that appear in your feeds.
Participate in conversations.

focus on quality rather than quantity
On Twitter and Facebook, focus on quality interactions, and build deep relationships.
Convert fans into Evangelists and hope they can promote your company through word of mouth.
Numbers may mean more chances of spreading message but DOES NOT GUARANTEE that.

cross promote and share messages
There are applications that allow you to update status on LinkedIn, Twitter and Facebook. If they are the same message you want to update for all your mediums, simply use Hootsuite.
It is ok to update your new blog post on all your different channels and no reason why you should not do that.

be in for long haul
Building relationship and trust takes time.
Do not give up after trying out for one month. Relationships are not built overnight.
Social media can increase your profile and open many opportunities if you try, you may not even actively market yourself or your company.

don’t allow it to consume your time
If not managed properly, social media can be a distraction if you just have conversations in small groups.
Make you’re your efforts are not in the way of doing business.

observations
As the number of channels increase, overall engagement increases at a faster rate.
Engagement differs by industry.
Financial performance correlates with engagement .
It Provides ” Multiple Communication Touch Points” (More touch points can present a ripple effect, inducing viral marketing, boosting brand recognition and driving sales volume.)
http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005

best practices
Listen to public
Deputize people throughout the organization
Understand how each channel provides a different dimension of engagement
Centralize coordination
Find champions who can explain and mitigate risk.
Be in it for the long haul

best practices (cont.)
Pick channels carefully.
Spread engagement to employees beyond the social media team.
Open the platform to anyone and everyone. Encourage employees to tap into social media to get work done
Engage in new channels where people already are
Support engagement as an extension of the company culture.

best practices (cont.)
Be conversational from the start.
Make social media part of the job, just like email
Modularize and synchronize content across channels
To scale engagement, make social media part of everyone’s job.
Emphasize quality, not just quantity.

“ A direct result of not tying activity to an end game, the ability to know what it is we want to measure before we engage. Doing so, allows us to define a strategy and a tactical plan to support activity that helps us reach our goals and objectives.” -- Brian Solis, author and principal of the FurtureWorks agency measuring ROI

staff empowerment
Trust your staff
Get everyone involved
Amplify word of mouth
Everyone has their networks
Find comfort levels
Find comfort niche
Allocate time and resource
Give rewards.

Participate If you regularly ... your profile is: blog, podcast, tweet Creator write reviews, post replies Critic tag objects, use RSS Collector update your profile Joiner read blogs Spectator do none of the above Inactive

Find Comfort Zone Profile Example Goal Tools Creator amplify word of mouth blogs Critic product development wikis Collector market research RSS Joiner public relations social network Spectator canary in the coalmine brand monitoring Inactive getting started search

why should you be concerned?

digital footprint Internet users are becoming more aware of their digital footprint Most internet users are not concerned about the amount of information available Most do not take steps to limit that information Fully 60% of internet users say they are not worried about how much information is available about them online Majority of online adults (61%) do not feel compelled to limit the amount of information that can be found about them online. 2008 PEW RESEARCH CENTER

I know you
Anyone can tell a great deal about you from your digital footprints.
- where you've been
- where you are
- who you know
- where you work
- what your hobbies are
- what you think about certain issues
and much more.

why should people be concerned? HR departments, recruiters, universities are searching the Internet when you Interact with them. They're looking to: a) validate what your actual resume said b) learn more about you … in a non office environment GOOGLE is a very common tool! In essence, your digital footprint is your resume.

generation Y , the millennials Gen Y, are major drivers of the next three trends. Uploading audio, video and other media sharing. Communicate via text-messaging, Twitter and instant-messaging over e-mail. Keeping in touch with each other online via social-networking sites.

properties of social media
1. Persistence. What you say sticks around. This is great for asynchronicity, not so great when everything you've ever said has gone down on your permanent record.
2. Replicability. You can copy and paste a conversation from one medium to another, adding to the persistent nature of it. This is great for being able to share information, but it is also at the crux of rumor spreading.

3. Searchability. It is quite easy to track someone down or to find someone as a result of searching for content. Search changes the landscape, making information available at our fingertips.
4. Scalability. Social media scales things in new ways. Conversations that were intended for just a friend or two might spiral out of control and scale to the entire school or, if it is especially embarrassing, the whole world.
5. (de)locatability. With the mobile, you are dislocated from any particular point in space, and location-based technologies make location much more relevant. This paradox means that we are simultaneously more and less connected to physical space.
properties of social media (cont)

dynamics of social media
1. Invisible Audiences. We are used to being able to assess the people around us when we're speaking. We can adjust to our audience. Social media introduces all sorts of invisible audiences.
There are lurkers who are present at the moment but whom we cannot see, but there are also visitors who access our content at a later date or in a different environment than where we first produced them.
As a result, we have to present ourselves and communicate without fully understanding the potential or actual audience. The potential invisible audiences can be stifling.

dynamics of social media (cont) 2. Collapsed Contexts. In choosing what to say when, we account for both the audience and the context more generally. Social media brings all of these contexts crashing into one another and it's often difficult to figure out what's appropriate, let alone what can be understood. 3. Blurring of Public and Private. These distinctions are normally structured around audience and context with certain places or conversations being "public" or "private." These distinctions are much harder to manage when you have to contend with the shifts in how the environment is organized.

google you
It's critical to learn how to monitor and manage electronic information about yourself.
You can't control all the information
You can ensure that your digital footprint presents an accurate, favorable, and professional image of you.

YOU
If an online search of yourself reveals items that you wouldn't want hiring managers to see, such as photos or commentary you posted in an open forum, contact the person who posted the information or the website administrator to ask that it be taken down.

YOU
Not happy with the results? Re-evaluate your participation habits and make adjustments.
It is never too late or too early to start and rebrand yourself.

making social media part of your work life RSS widgets desktop apps

Twitter: dmediaacademy Blog: http:// digitalmediaacademy.blogspot.com / Facebook: http://www.facebook.com/digitalmediaacademy Try out social media There is nothing to be afraid of

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Social Media Introduction Oct 2010

by Robin Low on Oct 20, 2010

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