AAB Interactive Essentials: Social Media


Published on

Published in: Technology, Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

AAB Interactive Essentials: Social Media

  1. 1. Interactive Essentials: Social Media “ Taking Part in the Conversation”
  2. 2. Social media are primarily Internet and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. Wikipedia, 11/08’
  3. 3. In the context of Internet marketing, Social Medi a refers to a collective group of web properties whose content is primarily published by users , not direct employees of the property. -Wikipedia, 11/08’
  4. 4. Social Media Optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites. Social media marketing , on the other hand, is about building ways that fans of a brand or company can promote it themselves in multiple online social media venues. Source: Wikipedia, 11/08’
  5. 6. What does Social Media mean for Your Agency?
  6. 7. You Can’t Control the Message
  7. 8. You Must: Empower your customers to use word of mouth Credit: http://flickr.com/photos/nsocialmedia
  8. 9. <ul><li>94.1 million US blog readers in 2007 </li></ul><ul><li>(50% of Internet users) </li></ul>4 out of 5 Bloggers post brand or product reviews. Source: Technorati “State of the Blogosphere, 2008”
  9. 10. Forrester Research: 2008 Consumer Poll <ul><li>75% of Internet Users Use Some Form of Social </li></ul><ul><li>Media (up from 56% in 2007) </li></ul><ul><li>35-44 Age Group Increasingly Joining “Critics” </li></ul><ul><li>Category </li></ul>
  10. 11. BestBuy.com Tools for Sharing Power of Reviews
  11. 12. Your Clients’ Opinion: -University of Mass., 8/08’
  12. 13. <ul><li>Other Benefits: </li></ul><ul><li>Increased indexing by search engines ; </li></ul><ul><li>People don’t buy from companies… </li></ul><ul><li>The opportunity of a conversation. </li></ul>
  13. 14. Enough stats and theory, let’s look at some real-life examples.
  14. 15. <ul><li>Ideastorm Site </li></ul><ul><li>Crowdsourcing </li></ul><ul><li>9,800+ Ideas Generated </li></ul><ul><li>Employee Storm: Generated 2,700+ Ideas </li></ul><ul><li>Direct2Dell Blogs </li></ul><ul><li>3.5 Million pageviews/month </li></ul><ul><li>9 Official Internal Blogs </li></ul><ul><li>Hundreds of Departmental Blogs </li></ul><ul><li>Dell on Twitter </li></ul><ul><li>22 Corporate Accounts </li></ul><ul><li>17 Individuals Using @Dell Handles </li></ul>
  15. 16. Adobe’s Delicious Page
  16. 17. Google’s YouTube Channel
  17. 18. #Motrinmoms
  18. 19. http://search.twitter.com VS.
  19. 20. Lastly, Social Media is Not a Stand Alone Channel, it is Most Effective When Integrated into the Overall Marketing Strategy.
  20. 21. Okay, I get it. Social Media is influential. Now what?
  21. 22. <ul><li>Monitoring/Listening </li></ul><ul><li>Engagement </li></ul><ul><li>Tracking ROI/Analytics </li></ul>3 Steps to Help your Agency Join the Conversation
  22. 23. 1. Listen <ul><li>People are already talking about you; </li></ul><ul><li>Understand the norms of communication; </li></ul><ul><li>Identify key influencers within networks; </li></ul><ul><li>Identify target audiences. </li></ul>
  23. 24. Tools for Listening
  24. 26. www.AllTop.com
  25. 27. RSS is your Best Friend
  26. 28. Don’t forget to monitor your competition .
  27. 29. Credit: www.briansolis.com 2. Joining the Conversation
  28. 30. Start a Blog <ul><li>Focus on delivering </li></ul><ul><li>useful/helpful content </li></ul><ul><li>Be Human </li></ul><ul><li>Focus on the reader </li></ul>
  29. 31. Build “Outposts”
  30. 32. Build Your Audience Credit: www.flickr.com/photos/patrickmayon
  31. 33. <ul><li>Reciprocity : Comment on Other Blogs </li></ul><ul><li>Be Helpful </li></ul><ul><li>Be Responsive </li></ul><ul><li>Customers vs. Peers </li></ul>
  32. 34. Remember, you can’t take back what you say.
  33. 35. SPAM vs. Real Engagement <ul><li>It’s about your audience , not about you. </li></ul><ul><li>Add Value </li></ul><ul><li>Social proof </li></ul>
  34. 36. 3. Tracking ROI/ Analytics What are your Goals? SMO vs. Social Media Marketing (Goals are Different)
  35. 37. Free Tools: Website Analytics RSS Statistics
  36. 38. RSS Feed
  37. 40. RSS Feed “ Dr. Pepper” www.TweetScan.com
  38. 41. Use Service Searches/Tracking RSS Feed
  39. 42. Tracking Buzz: RSS is your Best Friend Your Inbox
  40. 43. Tools that Cost Money
  41. 44. Now that You’ve Accumulated the Analytics, Analyze What they Mean .
  42. 45. QUESTIONS?