AZ Tech Council Lunch & Learn Social Media Presentation Presented by Sheila Kloefkorn President, KEO Marketing

Did You Know?

What is “Social Media”

What is Social Media Social media is best understood as a group of new kinds of online media, which share most or all of the following characteristics: PARTICIPATION - social media encourages contributions and feedback from everyone who is interested. It blurs the line between media and audience. OPENNESS - most social media services are open to feedback and participation. They encourage voting, comments and the sharing of information. CONVERSATION - whereas traditional media is about “broadcast” (content transmitted or distributed to an audience) social media is better seen as a two-way conversation. COMMUNITY - social media allows communities to form quickly and communicate effectively. Communities share common interests. CONNECTEDNESS - most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people.

Social media is best understood as a group of new kinds of online media, which share most or all of the following characteristics:

PARTICIPATION - social media encourages contributions and feedback from everyone who is interested. It blurs the line between media and audience.

OPENNESS - most social media services are open to feedback and participation. They encourage voting, comments and the sharing of information.

CONVERSATION - whereas traditional media is about “broadcast” (content transmitted or distributed to an audience) social media is better seen as a two-way conversation.

COMMUNITY - social media allows communities to form quickly and communicate effectively. Communities share common interests.

CONNECTEDNESS - most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people.

6 Forms of Social Media At this time, there are basically six kinds of social media. These are evolving and there are new ones emerging all the time. SOCIAL NETWORKS - these sites allow people to build personal web pages and then connect with friends to share content and communication. the biggest social networks are Myspace , facebook and LinkedIn . BLOGS - perhaps the best known form of social media, blogs are online journals, with entries appearing with the most recent first. WIKIS - these websites allow people to add content to or edit the information on them, acting as a communal document or database. the best-known wiki is wikipedia , the online encyclopedia which has over 2 million English language articles.

At this time, there are basically six kinds of social media. These are evolving and there are new ones emerging all the time.

SOCIAL NETWORKS - these sites allow people to build personal web pages and then connect with friends to share content and communication. the biggest social networks are Myspace , facebook and LinkedIn .

BLOGS - perhaps the best known form of social media, blogs are online journals, with entries appearing with the most recent first.

WIKIS - these websites allow people to add content to or edit the information on them, acting as a communal document or database. the best-known wiki is wikipedia , the online encyclopedia which has over 2 million English language articles.

Social Networks

Blogs Blog of Jonathan Schwartz CEO of Sun Microsystems

Wikis

Forms of Social Media (con’t) PODCASTS - audio and video files that are available by subscription, through services like apple itunes . FORUMS - areas for online discussion, often around specific topics and interests. forums came about before the term “social media” and are a powerful and popular element of online communities. CONTENT COMMUNITIES - communities which organize and share particular kinds of content. the most popular content communities tend to form around photos ( flickr ), bookmarked links ( del.icio.us ) and videos ( Youtube ). MICROBLOGGING - social networking combined with bite-sized blogging, where small amounts of content (‘updates’) are distributed online and through the mobile phone network. twitter is the clear leader in this field

PODCASTS - audio and video files that are available by subscription, through services like apple itunes .

FORUMS - areas for online discussion, often around specific topics and interests. forums came about before the term “social media” and are a powerful and popular element of online communities.

CONTENT COMMUNITIES - communities which organize and share particular kinds of content. the most popular content communities tend to form around photos ( flickr ), bookmarked links ( del.icio.us ) and videos ( Youtube ).

MICROBLOGGING - social networking combined with bite-sized blogging, where small amounts of content (‘updates’) are distributed online and through the mobile phone network. twitter is the clear leader in this field

Podcasts

Forums

Content Communities

Microblogging Jonathan Schwartz - Chief Executive, Sun Microsystems "Communication is a key part of leadership—as CEO, I need to engage the market, inside and outside Sun, with whatever technology affords me the greatest possible reach. Today, we have thousands of employees participating, engaging customers and developers across the world, 24 hours a day. And whether it's via a half-hour streaming video or a 140-character Tweet, we need to reach everyone in the forum and format they choose—not what we choose ."

Jonathan Schwartz - Chief Executive, Sun Microsystems

"Communication is a key part of leadership—as CEO, I need to engage the market, inside and outside Sun, with whatever technology affords me the greatest possible reach.

Today, we have thousands of employees participating, engaging customers and developers across the world, 24 hours a day. And whether it's via a half-hour streaming video or a 140-character Tweet, we need to reach everyone in the forum and format they choose—not what we choose ."

An Industry Social Media refers to a collective group of web properties whose content is primarily published by users , not direct employees of the property Social Media Optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites Social Media Marketing (SMM) refers to on-page tactics through which a webmaster can improve a website for the age of social media. It is also about building ways that fans of a brand or company can promote it themselves in multiple online social media venues.

Social Media refers to a collective group of web properties whose content is primarily published by users , not direct employees of the property

Social Media Optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites

Social Media Marketing (SMM) refers to on-page tactics through which a webmaster can improve a website for the age of social media. It is also about building ways that fans of a brand or company can promote it themselves in multiple online social media venues.

The Numbers Blogs: number of people globally who read blogs: 346 million Facebook: 225 million members – 100 million log in every day expected to be 500 million by 2011 more educated, more mature, higher income fastest growing demo is 30+ years 52,000 applications currently available on Facebook Flickr/YouTube: members: 25 million number of total videos on YouTube: 70 Million (March 2008) Twitter : 83% growth in one month in April Digg: number of visitors attracted in 2008: 236 million

Blogs:

number of people globally who read blogs: 346 million

Facebook:

225 million members – 100 million log in every day

expected to be 500 million by 2011

more educated, more mature, higher income

fastest growing demo is 30+ years

52,000 applications currently available on Facebook

Flickr/YouTube:

members: 25 million

number of total videos on YouTube: 70 Million (March 2008)

Twitter :

83% growth in one month in April

Digg:

number of visitors attracted in 2008: 236 million

Levels of Involvement

Viral Video: Blendtec – Will it Blend?

Viral Video: Comcast

Case Study – Dell Hell June 21st, 2005, Jeff published a post entitled “Dell Lies. Dell Sucks.” To Jeff’s surprise, he amassed hundred of sympathetic comments and thousands(?) of trackbacks. In April of 2006, Dell reached out to disgruntled bloggers in an effort to resolve their issues. In July 2006, Dell launched its Direct2Dell blog. April 2007, launched IdeaStorm

June 21st, 2005, Jeff published a post entitled “Dell Lies. Dell Sucks.”

To Jeff’s surprise, he amassed hundred of sympathetic comments and thousands(?) of trackbacks.

In April of 2006, Dell reached out to disgruntled bloggers in an effort to resolve their issues. In July 2006, Dell launched its Direct2Dell blog.

April 2007, launched IdeaStorm

Dell - Solution Lessons learned: Read and Respond Know what is being said and thoughtfully reply in a timely manner, especially to complaints Talk to your customers as a real person speaking to other real people It might not hurt to have a full-time blogger-relations person Create a forum through which customer’s can provide idea/feedback They are gonna do it somewhere, why not on your site? Allow customers to vote on feedback Collaboration and democracy increase loyalty Report on results that come from feedback Show them their voice has been heard and that their input is utilized

Lessons learned:

Read and Respond

Know what is being said and thoughtfully reply in a timely manner, especially to complaints

Talk to your customers as a real person speaking to other real people

It might not hurt to have a full-time blogger-relations person

Create a forum through which customer’s can provide idea/feedback

They are gonna do it somewhere, why not on your site?

Allow customers to vote on feedback

Collaboration and democracy increase loyalty

Report on results that come from feedback

Show them their voice has been heard and that their input is utilized

Stormhoek Jason Korman – South Africa 185 bottles of wine > 305 blog posts > $10 Million

How People Search

Leveraging Content – Online PR

Online Press Release

Leveraging Culture & Expertise

Leveraging Content

Track Trends: Blog Pulse

Improve Search Rankings

Search Engine Optimization

Article Syndication

Article Syndication & Online PR

Video Syndication

Where to Start Optimize Your Website Optimize Your Digital Assets Consider Your Goals Decide Which Tools Fit Trial and Test Build Incrementally Track Trends Watch and Monitor Search Rankings

Optimize Your Website

Optimize Your Digital Assets

Consider Your Goals

Decide Which Tools Fit

Trial and Test

Build Incrementally

Track Trends

Watch and Monitor Search Rankings

Options Search Engine Optimization Social Media Promotion Online Press Releases Article Syndication Video Syndication Paid Search Management

Search Engine Optimization

Social Media Promotion

Online Press Releases

Article Syndication

Video Syndication

Paid Search Management

Thank You