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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

“ 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 ?

1 million

1 billion

5 billion

I’m sorry, could you repeat the question? I was just updating my status.

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

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

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”

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

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%

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

MySpace:

12% of Adults

52% Women

Average Age = 33

Average Income = $51,000

The Decline of MySpace

The Big 4

Case Studies and Ideas

Who uses Social Media? Facebook: 28% of Adults 60% Women Average Age = 37 Average Income = $68,000

Facebook:

28% of Adults

60% Women

Average Age = 37

Average Income = $68,000

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

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

How Fanpages Work

Who uses Social Media? LinkedIn: 3% of Adults 62% Men Average Age = 41 Average Income = $97,000

LinkedIn:

3% of Adults

62% Men

Average Age = 41

Average Income = $97,000

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

Best for:

Professional services providers

Career advancement

Pitfalls:

A little boring

159 Second Linked In Primer

Who uses Social Media? Twitter: 4% of Adults 51% Men Average Age = 36 Average Income = $69,000

Twitter:

4% of Adults

51% Men

Average Age = 36

Average Income = $69,000

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

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

The result

Twitter on the web:

Twitter on the web:

Using Twitter on Seesmic:

Blogs

Who uses Social Media? 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 Average Income = $68,000

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

Average Income = $68,000

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

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

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

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

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…

1. Customers can easily communicate with each other…

How is Social Media Changing Your Business? 2.…and you can listen in

2.…and you can listen in

How is Social Media Changing Your Business? 3. Word of mouth travels much faster than ever before

3. Word of mouth travels much faster than ever before

How is Social Media Changing Your Business? 4. There are an infinite number of messages competing for your audience’s attention

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

How is Social Media Changing Your Business? 5. “Interruption” advertising is becoming less effective

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…

1. Actively promote yourself/ your business, but…

Ways to Use Social Networking to Grow Your Business 2. Share advice, expertise, and your interests/activities more often than you actively sell/promote

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

Ways to Use Social Networking to Grow Your Business 3. Start a blog

3. Start a blog

Ways to Use Social Networking to Grow Your Business 4. Visit others’ (relevant) blogs and participate frequently

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

Ways to Use Social Networking to Grow Your Business 5. Launch a YouTube channel, Flickr photostream or a podcast

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

Ways to Use Social Networking to Grow Your Business 6. Create a niche social networking site

6. Create a niche social networking site

Ways to Use Social Networking to Grow Your Business 7. Use Twitter to listen to your customers

7. Use Twitter to listen to your customers

Ways to Use Social Networking to Grow Your Business 8. Connect with others in your industry

8. Connect with others in your industry

Ways to Use Social Networking to Grow Your Business 9. Integrate your social media efforts with the rest of your marketing

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

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

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?

Decide whether social networking is right for you

Getting started Stake your claim

Stake your claim

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

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

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

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

Getting started Consider establishing personal/organizational policies and protocols

Consider establishing personal/organizational policies and protocols

Another way to Listen

Branding Yourself

Branding Yourself

Branding Yourself

Branding Yourself