Join The Conversation Social Media

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Social media is for real and it’s changing communication—and your business

“ 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

A few definitions

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

What is Social Networking?
“ Social networking is people having conversations online”
Social networking is your surrogate when you can’t be with your friends/family/customers/ prospects
Social networking is a glass against the wall
Social networking gives you permission to speak
Social networking is your online resume

THIS IS A TEST

1 million
1 billion
5 billion
I’m sorry, could you repeat the question? I was just updating my status.
Number of minutes per day spent on ?

C. 5 billion Number of minutes per day spent on ?

That’s > 3 million days, EVERY DAY

If were a country, it would be larger than…
Russia
Japan
Mexico
All of the above, because in tests like these “all of the above” is always the right answer

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

Largest countries in the world
1. People's Republic of China - 1.3 billion
2. India - 1.3 billion
3. United States - 307 million
8. Facebook - >150 million reg. members
10. Russia - 143 million
11. Japan - 128 million
12. Mexico - 108 million

More than 100 million videos are viewed on every…
Month
Week
Day
Time Craig tries to remember which band sang “Tainted Love”

More than 100 million videos are viewed on every…
Day
… which band sang “Tainted Love”?*
* Soft Cell

That’s 1,157 every second

growth rate from Jun 08 - Jun 09
1.928%
19.28%
192.8%
1928%

growth rate from Jun 08 - Jun 09 D. 1928%

That’s a heapin’ helpin’ of useless info

Who uses Social Media?
MySpace:
12% of Adults
52% Women
Average Age = 33
Average Income = $51,000

The Decline of MySpace

The Big 4

Case Studies and Ideas

Facebook:
28% of Adults
60% Women
Average Age = 37

Facebook
Best for:
Building relationships with a group of “fans”
Pitfalls:
When “fan” group is very large, it’s hard to manage relationships with individuals
The primary brand is Facebook

Vanity URL

Frequent updates

Fun, interesting content

Incorporates video/blog postings

The result

How Fanpages Work

LinkedIn:
3% of Adults
62% Men
Average Age = 41

LinkedIn
Best for:
Professional services providers
Career advancement
Pitfalls:
A little boring

159 Second Linked In Primer

Twitter:
4% of Adults
51% Men
Average Age = 36

Twitter
Best for:
Listening to customers
Short-shelf-life information
Pitfalls:
Tweets are here today, gone tomorrow
Labor intensive

Claimed their territory

Frequent tweets

“ Play with customers”

Exclusive/time-sensitive promos

The result

Twitter on the web:

Using Twitter on Seesmic:

Blogs:
11% of Adults READ Blogs
5% of Adults have a Blog
56% of Blog Readers are Women
52% of Blogs are written by Women
Average Age = 37

What Dell does well on its blog
Frequent posts
Conversational voice
Break news
Listen and respond to customers
Incorporate video
The result: an engaged audience that has a reason to think about the brand every time Dell posts

Photo sharing Blogs Discussion groups Niche networks Intranets and wikis RSS Feeds Social news sites Virtual worlds Social gaming

Photo sharing sites

Who could promote their business via Flickr?
Photographers
Personal trainers
Auto dealers
Antique dealers
Jewelers
Hairstylists
Painters

Discussion Groups

What Ivy Tech does well with its discussion group
Easy to find
Responds quickly
Filters spam but allows dissent
Connects posters to peers
The result: efficiencies, thousands of questions answered and students satisfied

Niche social networking sites

What AARP does well on its niche network
Builds its brand
Removes barriers for its target audience
Replicates best of the megasites, but cuts the clutter
Subgroups
The result: gives AARP another “hook” with members

Five Ways Social Media is Changing Your Business

How is Social Media Changing Your Business?
1. Customers can easily communicate with each other…

2.…and you can listen in

3. Word of mouth travels much faster than ever before

4. There are an infinite number of messages competing for your audience’s attention

5. “Interruption” advertising is becoming less effective

A Few Ways to Use Social Networking to Grow Your Business

Ways to Use Social Networking to Grow Your Business
1. Actively promote yourself/ your business, but…

2. Share advice, expertise, and your interests/activities more often than you actively sell/promote

3. Start a blog

4. Visit others’ (relevant) blogs and participate frequently

5. Launch a YouTube channel, Flickr photostream or a podcast

6. Create a niche social networking site

7. Use Twitter to listen to your customers

8. Connect with others in your industry

9. Integrate your social media efforts with the rest of your marketing

Give to Get….. Build Relationships

Highest ROI
Word of mouth/referral
Direct sales
One-to-one/events
Public relations
Advertising
Word of mouth/referral
Direct sales
One-to-one/events
Public relations
Advertising
Most dependent on relationships Promotion - Tactics

Effective use of social media Better relationships Better word of mouth

The Revolution

Getting Started

Getting started
Decide whether social networking is right for you
Are you willing to put in the time? Does it interest you? Do you want more business? Can you handle more business?

Getting started
Stake your claim

Getting started
If you’re new to social networking, don’t jump in right away— watch and learn

Getting started
Decide what niche you’ll focus on, which tools you’ll use, and how much time you’ll devote to social networking for business

Getting started
Decide whether you’ll do it yourself or partner with a consultant/vendor

Getting started
Consider establishing personal/organizational policies and protocols

Another way to Listen

Branding Yourself

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Join The Conversation Social Media

by TQM Network on Oct 12, 2009

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Join The Conversation Social Media — Presentation Transcript