Join The Conversation Social Media

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Originally Presented Friday, October 9, 2009 at the TQM Network, in Fort Wayne Indiana by Scott Howard of ScLoHo Marketing Solutions

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Join The Conversation Social Media

  1. 1. A Special Thanks! To Anthony Juliano who graciously allowed me to include selections from his recent social media presentations in this presentation. His contact info: anthonyj@asheragency.com
  2. 2. Hello!
  3. 3. [email_address] www.ScLoHo.net
  4. 4. [Disclaimer]
  5. 6. Newspaper Conversations
  6. 7. Radio Conversations
  7. 8. Television Conversations
  8. 9. Social media is for real and it’s changing communication—and your business
  9. 10. “ Marketers don’t understand channels where you have to talk and listen at the same time... The marketing industry’s idea of two-way communication is to put an 800 number or a web address in an ad and take orders.”  --Josh Bernoff, “Why marketers have trouble with full-duplex social technology,” June 30, 2009
  10. 11. A few definitions
  11. 12. What is Social Networking? Social Media? Web 2.0? Web 2.0 Social Media Social Ntwrkg LinkedIn MySpace Facebook Blogs Microblogs Photo/vid sharing Interactive Dialogue User-generated
  12. 13. What is Social Networking? <ul><li>“ Social networking is people having conversations online” </li></ul><ul><li>Social networking is your surrogate when you can’t be with your friends/family/customers/ prospects </li></ul><ul><li>Social networking is a glass against the wall </li></ul><ul><li>Social networking gives you permission to speak </li></ul><ul><li>Social networking is your online resume </li></ul>
  13. 14. THIS IS A TEST
  14. 15. <ul><li>1 million </li></ul><ul><li>1 billion </li></ul><ul><li>5 billion </li></ul><ul><li>I’m sorry, could you repeat the question? I was just updating my status. </li></ul>Number of minutes per day spent on ?
  15. 16. C. 5 billion Number of minutes per day spent on ?
  16. 17. That’s > 3 million days, EVERY DAY
  17. 18. If were a country, it would be larger than… <ul><li>Russia </li></ul><ul><li>Japan </li></ul><ul><li>Mexico </li></ul><ul><li>All of the above, because in tests like these “all of the above” is always the right answer </li></ul>
  18. 19. If were a country, it would be larger than… D. All of the above, because in tests like these “all of the above” is always the right answer
  19. 20. Largest countries in the world <ul><li>1. People's Republic of China - 1.3 billion </li></ul><ul><li>2. India - 1.3 billion </li></ul><ul><li>3. United States - 307 million </li></ul><ul><li>8. Facebook - >150 million reg. members </li></ul><ul><li>10. Russia - 143 million </li></ul><ul><li>11. Japan - 128 million </li></ul><ul><li>12. Mexico - 108 million </li></ul>
  20. 21. More than 100 million videos are viewed on every… <ul><li>Month </li></ul><ul><li>Week </li></ul><ul><li>Day </li></ul><ul><li>Time Craig tries to remember which band sang “Tainted Love” </li></ul>
  21. 22. More than 100 million videos are viewed on every… <ul><li>Day </li></ul><ul><li>… which band sang “Tainted Love”?* </li></ul><ul><li>* Soft Cell </li></ul>
  22. 23. That’s 1,157 every second
  23. 24. growth rate from Jun 08 - Jun 09 <ul><li>1.928% </li></ul><ul><li>19.28% </li></ul><ul><li>192.8% </li></ul><ul><li>1928% </li></ul>
  24. 25. growth rate from Jun 08 - Jun 09 D. 1928%
  25. 26. That’s a heapin’ helpin’ of useless info
  26. 27. Who uses Social Media? <ul><li>MySpace: </li></ul><ul><li>12% of Adults </li></ul><ul><li>52% Women </li></ul><ul><li>Average Age = 33 </li></ul><ul><li>Average Income = $51,000 </li></ul>
  27. 28. The Decline of MySpace
  28. 29. The Big 4
  29. 30. Case Studies and Ideas
  30. 31. Who uses Social Media? <ul><li>Facebook: </li></ul><ul><li>28% of Adults </li></ul><ul><li>60% Women </li></ul><ul><li>Average Age = 37 </li></ul><ul><li>Average Income = $68,000 </li></ul>
  31. 32. Facebook <ul><li>Best for: </li></ul><ul><ul><li>Building relationships with a group of “fans” </li></ul></ul><ul><li>Pitfalls: </li></ul><ul><ul><li>When “fan” group is very large, it’s hard to manage relationships with individuals </li></ul></ul><ul><ul><li>The primary brand is Facebook </li></ul></ul>
  32. 34. Vanity URL
  33. 35. Frequent updates
  34. 36. Fun, interesting content
  35. 37. Incorporates video/blog postings
  36. 38. The result
  37. 39. How Fanpages Work
  38. 40. How Fanpages Work
  39. 41. Who uses Social Media? <ul><li>LinkedIn: </li></ul><ul><li>3% of Adults </li></ul><ul><li>62% Men </li></ul><ul><li>Average Age = 41 </li></ul><ul><li>Average Income = $97,000 </li></ul>
  40. 42. LinkedIn <ul><li>Best for: </li></ul><ul><ul><li>Professional services providers </li></ul></ul><ul><ul><li>Career advancement </li></ul></ul><ul><li>Pitfalls: </li></ul><ul><ul><li>A little boring </li></ul></ul>
  41. 43. 159 Second Linked In Primer
  42. 44. Who uses Social Media? <ul><li>Twitter: </li></ul><ul><li>4% of Adults </li></ul><ul><li>51% Men </li></ul><ul><li>Average Age = 36 </li></ul><ul><li>Average Income = $69,000 </li></ul>
  43. 45. Twitter <ul><li>Best for: </li></ul><ul><ul><li>Listening to customers </li></ul></ul><ul><ul><li>Short-shelf-life information </li></ul></ul><ul><li>Pitfalls: </li></ul><ul><ul><li>Tweets are here today, gone tomorrow </li></ul></ul><ul><ul><li>Labor intensive </li></ul></ul>
  44. 47. Claimed their territory
  45. 48. Frequent tweets
  46. 49. “ Play with customers”
  47. 50. Exclusive/time-sensitive promos
  48. 51. The result
  49. 52. The result
  50. 53. Twitter on the web:
  51. 54. Twitter on the web:
  52. 55. Using Twitter on Seesmic:
  53. 56. Blogs
  54. 57. Who uses Social Media? <ul><li>Blogs: </li></ul><ul><li>11% of Adults READ Blogs </li></ul><ul><li>5% of Adults have a Blog </li></ul><ul><li>56% of Blog Readers are Women </li></ul><ul><li>52% of Blogs are written by Women </li></ul><ul><li>Average Age = 37 </li></ul><ul><li>Average Income = $68,000 </li></ul>
  55. 59. What Dell does well on its blog <ul><li>Frequent posts </li></ul><ul><li>Conversational voice </li></ul><ul><li>Break news </li></ul><ul><li>Listen and respond to customers </li></ul><ul><li>Incorporate video </li></ul><ul><li>The result: an engaged audience that has a reason to think about the brand every time Dell posts </li></ul>
  56. 60. Photo sharing Blogs Discussion groups Niche networks Intranets and wikis RSS Feeds Social news sites Virtual worlds Social gaming
  57. 61. Photo sharing sites
  58. 63. Who could promote their business via Flickr? <ul><li>Photographers </li></ul><ul><li>Personal trainers </li></ul><ul><li>Auto dealers </li></ul><ul><li>Antique dealers </li></ul><ul><li>Jewelers </li></ul><ul><li>Hairstylists </li></ul><ul><li>Painters </li></ul>
  59. 64. Discussion Groups
  60. 66. What Ivy Tech does well with its discussion group <ul><li>Easy to find </li></ul><ul><li>Responds quickly </li></ul><ul><li>Filters spam but allows dissent </li></ul><ul><li>Connects posters to peers </li></ul><ul><li>The result: efficiencies, thousands of questions answered and students satisfied </li></ul>
  61. 67. Niche social networking sites
  62. 69. What AARP does well on its niche network <ul><li>Builds its brand </li></ul><ul><li>Removes barriers for its target audience </li></ul><ul><li>Replicates best of the megasites, but cuts the clutter </li></ul><ul><li>Subgroups </li></ul><ul><li>The result: gives AARP another “hook” with members </li></ul>
  63. 71. Five Ways Social Media is Changing Your Business
  64. 72. How is Social Media Changing Your Business? <ul><li>1. Customers can easily communicate with each other… </li></ul>
  65. 73. How is Social Media Changing Your Business? <ul><li>2.…and you can listen in </li></ul>
  66. 74. How is Social Media Changing Your Business? <ul><li>3. Word of mouth travels much faster than ever before </li></ul>
  67. 75. How is Social Media Changing Your Business? <ul><li>4. There are an infinite number of messages competing for your audience’s attention </li></ul>
  68. 76. How is Social Media Changing Your Business? <ul><li>5. “Interruption” advertising is becoming less effective </li></ul>
  69. 77. A Few Ways to Use Social Networking to Grow Your Business
  70. 78. Ways to Use Social Networking to Grow Your Business <ul><li>1. Actively promote yourself/ your business, but… </li></ul>
  71. 79. Ways to Use Social Networking to Grow Your Business <ul><li>2. Share advice, expertise, and your interests/activities more often than you actively sell/promote </li></ul>
  72. 80. Ways to Use Social Networking to Grow Your Business <ul><li>3. Start a blog </li></ul>
  73. 81. Ways to Use Social Networking to Grow Your Business <ul><li>4. Visit others’ (relevant) blogs and participate frequently </li></ul>
  74. 82. Ways to Use Social Networking to Grow Your Business <ul><li>5. Launch a YouTube channel, Flickr photostream or a podcast </li></ul>
  75. 83. Ways to Use Social Networking to Grow Your Business <ul><li>6. Create a niche social networking site </li></ul>
  76. 84. Ways to Use Social Networking to Grow Your Business <ul><li>7. Use Twitter to listen to your customers </li></ul>
  77. 85. Ways to Use Social Networking to Grow Your Business <ul><li>8. Connect with others in your industry </li></ul>
  78. 86. Ways to Use Social Networking to Grow Your Business <ul><li>9. Integrate your social media efforts with the rest of your marketing </li></ul>
  79. 87. Give to Get….. Build Relationships
  80. 88. Highest ROI <ul><li>Word of mouth/referral </li></ul><ul><li>Direct sales </li></ul><ul><li>One-to-one/events </li></ul><ul><li>Public relations </li></ul><ul><li>Advertising </li></ul><ul><li>Word of mouth/referral </li></ul><ul><li>Direct sales </li></ul><ul><li>One-to-one/events </li></ul><ul><li>Public relations </li></ul><ul><li>Advertising </li></ul>Most dependent on relationships Promotion - Tactics
  81. 89. Effective use of social media Better relationships Better word of mouth
  82. 90. The Revolution
  83. 91. Getting Started
  84. 92. Getting started <ul><li>Decide whether social networking is right for you </li></ul>Are you willing to put in the time? Does it interest you? Do you want more business? Can you handle more business?
  85. 93. Getting started <ul><li>Stake your claim </li></ul>
  86. 94. Getting started <ul><li>If you’re new to social networking, don’t jump in right away— watch and learn </li></ul>
  87. 95. Getting started <ul><li>Decide what niche you’ll focus on, which tools you’ll use, and how much time you’ll devote to social networking for business </li></ul>
  88. 96. Getting started <ul><li>Decide whether you’ll do it yourself or partner with a consultant/vendor </li></ul>
  89. 97. Getting started <ul><li>Consider establishing personal/organizational policies and protocols </li></ul>
  90. 98. Another way to Listen
  91. 99. Branding Yourself
  92. 100. Branding Yourself
  93. 101. Branding Yourself
  94. 102. Branding Yourself
  95. 103. [email_address] www.ScLoHo.net

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