AMA Phoenix Social Media Lab Presented by Sheila Kloefkorn President, KEO Marketing 9/16/09

Did You Know? http://www.youtube.com/watch?v=sIFYPQjYhv8

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.

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

Social Networks

Blogs Blog of Jonathan Schwartz CEO of Sun Microsystems

Wikis

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 ."

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 LinkedIn: 41 million members – up from 17 million in 2008 Largest professional networking group on the planet Twitter : 4.5 million visits per day 83% growth in one month in April; 792% growth in the past year YouTube: members: 25+ million Videos: 144 million Digg: number of visitors in 2008: 236 million 346+ million 225+ million 41+ million 4.5+ million 144 million 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

LinkedIn:

41 million members – up from 17 million in 2008

Largest professional networking group on the planet

Twitter :

4.5 million visits per day

83% growth in one month in April; 792% growth in the past year

YouTube:

members: 25+ million

Videos: 144 million

Digg:

number of visitors in 2008: 236 million

Social Media For Business SOCIAL MEDIA: EMBRACING THE OPPORTUNITIES, AVERTING THE RISKS A research study presented by Russell Herder and Ethos Business Law , July 2009

Levels of Involvement

Media Budgets Moving Online The economic downturn is causing most marketers to decrease media spending budgets, and the remaining expenditures are shifting further toward digital. A majority of respondents said they would hold budgets for each medium except print steady in 2009 compared with 2008, digital was still the clear winner. Budgets were more likely to be cut than increased for traditional media such as TV, radio and direct mail. More said they would up their investments in e-mail marketing, search and interactive.

The economic downturn is causing most marketers to decrease media spending budgets, and the remaining expenditures are shifting further toward digital.

A majority of respondents said they would hold budgets for each medium except print steady in 2009 compared with 2008, digital was still the clear winner.

Budgets were more likely to be cut than increased for traditional media such as TV, radio and direct mail.

More said they would up their investments in e-mail marketing, search and interactive.

Examples

Viral Video: Blendtec – Will it Blend? http://www.youtube.com/watch?v=DLxq90xmYUs

Viral Video: Comcast

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

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

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

Dell

Facebook Fan Page

Facebook Business

Facebook Group

Negative Groups

Twitter

LinkedIn Group

Strategies

How People Search

Search Engine Optimization

SEO: On Page Factors <!DOCTYPE html PUBLIC &quot;-//W3C//DTD XHTML 1.0 Transitional//EN&quot; &quot;http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd&quot;> <html xmlns=&quot;http://www.w3.org/1999/xhtml&quot; > <head id=&quot;ctl00_head &quot;> <title> SRP: Starting residential electric service </title> <link href=&quot;../../favicon.ico&quot; rel=&quot;shortcut icon&quot; /><link rel=&quot;stylesheet“ <link rel=&quot;stylesheet&quot; href=&quot;../../siteincludes/css2/general-ie.css&quot; /> <![endif]--> <meta name=&quot;keywords&quot; content=&quot;Starting electric service, start service, request for power turn on, home electric service, begin service, power turn-on, new customer, moving&quot; /> <meta name=&quot;description&quot; content=&quot;This page explains the process and options for turning on electricity at your new residence.&quot; /> </head> http://www.srpnet.com/service/home/start.aspx vs 83

SEO: Off Page Factors

Digital Asset Syndication

Leveraging Content – Online PR

Online Press Release

Blogs and Websites Converge

Article Syndication

Social Media Promotion

Track Trends

Where to Start Optimize Your Website Optimize Your Digital Assets Consider Your Goals Decide Which Tools Fit Try 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

Try 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

Hands On Section

Be Authentic http://www.youtube.com/watch?v=D3qltEtl7H8

for Business Connect and engage with current and potential customers Extend your brand Be found by people who are searching for your products or services Create a community around your business Promote content you create: webinars, blog articles, videos or other resources Position yourself as an expert resource

Connect and engage with current and potential customers

Extend your brand

Be found by people who are searching for your products or services

Create a community around your business

Promote content you create: webinars, blog articles, videos or other resources

Position yourself as an expert resource

Tips for Success Increase your visibility add connections strategically Improve your connectability add all of your companies Improve your Google PageRank public profile &quot;Full“ Enhance your search engine results add website links Perform blind, “reverse,” and company reference checks

Increase your visibility

add connections strategically

Improve your connectability

add all of your companies

Improve your Google PageRank

public profile &quot;Full“

Enhance your search engine results

add website links

Perform blind, “reverse,” and company reference checks

Steps to Improve Your Profile Fill out your profile completely. Say a few words about you, don’t just stick to your education and jobs or positions Talk about your professional experience and goals Include past experiences Ask for recommendations for each position Don’t put your email address as visible Add a photo

Fill out your profile completely.

Say a few words about you, don’t just stick to your education and jobs or positions

Talk about your professional experience and goals

Include past experiences

Ask for recommendations for each position

Don’t put your email address as visible

Add a photo

Communicate LinkedIn Answers Group Discussions and News Add value to the conversation Be a part of the community Offer help – stimulate discussion Polls Invitations Introductions

LinkedIn Answers

Group Discussions and News

Add value to the conversation

Be a part of the community

Offer help – stimulate discussion

Polls

Invitations

Introductions

For Business Develop and promote your brand Interact with your customer base Track what people are saying about your company and brand Create buzz around upcoming events Help individual employees act as liaisons to the public Promote other content you’ve created, including webinars, blog posts or podcasts Develop direct relationships with bloggers and journalists for potential PR placement

Develop and promote your brand

Interact with your customer base

Track what people are saying about your company and brand

Create buzz around upcoming events

Help individual employees act as liaisons to the public

Promote other content you’ve created, including webinars, blog posts or podcasts

Develop direct relationships with bloggers and journalists for potential PR placement

Twitter Microblogging Send a short message to a bunch of people publicly Send a short message to a specific person publicly Send a short message to a specific person privately

Microblogging

Send a short message to a bunch of people publicly

Send a short message to a specific person publicly

Send a short message to a specific person privately

Twitter Terms Twitter Handle Follow Follow Back Follower Update/Tweet Direct Message (or DM) Twitter Stream Tweet‐up Hashtag (#) Retweet (or RT)

Twitter Handle

Follow

Follow Back

Follower

Update/Tweet

Direct Message (or DM)

Twitter Stream

Tweet‐up

Hashtag (#)

Retweet (or RT)

Top Twitter Tools Desktop Apps http://tweetdeck.com http://twhirl.org Management tools https://cotweet.com http://www.tweetlater.com/ Phone Apps http://tinytwitter.com Tweetie / Twittelator / Tweetdeck for iPhone Mail http://tweetbeep.com http://twittermail.com

Desktop Apps

http://tweetdeck.com

http://twhirl.org

Management tools

https://cotweet.com

http://www.tweetlater.com/

Phone Apps

http://tinytwitter.com

Tweetie / Twittelator / Tweetdeck for iPhone

Mail

http://tweetbeep.com

http://twittermail.com

Twitter Tracking & Search Tracking http://www.twellow.com http://twitturly.com http://twittercounter.com http://tweetstats.com Trends http://hashtags.org http://twist.flaptor.com http://monitter.com Search http://search.twitter.com http://twithority.com

Tracking

http://www.twellow.com

http://twitturly.com

http://twittercounter.com

http://tweetstats.com

Trends

http://hashtags.org

http://twist.flaptor.com

http://monitter.com

Search

http://search.twitter.com

http://twithority.com

for Business Connect and engage with current and potential customers Leverage your loyal followers Extend your brand Be found by people who are searching for your products or services Create a community around your business Promote content you create: webinars, blog articles, videos or other resources

Connect and engage with current and potential customers

Leverage your loyal followers

Extend your brand

Be found by people who are searching for your products or services

Create a community around your business

Promote content you create: webinars, blog articles, videos or other resources

Steps Optimize your Facebook profile Choose and optimize your message Create and optimize a Facebook Fan page or Company Page Add friends strategically over time Think relationships first, business second – be a resource Consistently engage in activities that create viral visibility Promote your Facebook Profile/Page outside of Facebook Try and test Facebook social ads Include Facebook as part of your overall marketing plan

Optimize your Facebook profile

Choose and optimize your message

Create and optimize a Facebook Fan page or Company Page

Add friends strategically over time

Think relationships first, business second – be a resource

Consistently engage in activities that create viral visibility

Promote your Facebook Profile/Page outside of Facebook

Try and test Facebook social ads

Include Facebook as part of your overall marketing plan

Set Up Your Profile Headshot Biography Information – as complete as possible Web links Searchable keywords Import your blog Set up your Vanity URL: http://www.facebook.com/username/ Invite friends

Headshot

Biography

Information – as complete as possible

Web links

Searchable keywords

Import your blog

Set up your Vanity URL: http://www.facebook.com/username/

Invite friends

Inside of FB Status Update Photos Videos Wall posts Comments, Like Groups Events Social Ads Outside of FB Signature Business cards Website / Blog Badges/buttons Email blasts Other social media sites Viral Marketing

Inside of FB

Status Update

Photos

Videos

Wall posts

Comments, Like

Groups

Events

Social Ads

Outside of FB

Signature

Business cards

Website / Blog

Badges/buttons

Email blasts

Other social media sites

Keys to Success Develop a quality network Develop quality content Be consistent Be genuine Be authentic Be passionate

Develop a quality network

Develop quality content

Be consistent

Be genuine

Be authentic

Be passionate

Top Facebook Apps My Flickr - http://apps.facebook.com/myflickr/ Upcoming - http://apps.facebook.com/upcoming/ YouTube Box - http://apps.facebook.com/videobox/ Simply RSS - http://apps.facebook.com/simplyrss/ Book Share Books - http://apps.facebook.com/bookshare/ Notes - http://www.facebook.com/apps/application.php?id=2347471856 Static FBML - http://www.facebook.com/apps/application.php?id=4949752878&ref=s

My Flickr - http://apps.facebook.com/myflickr/

Upcoming - http://apps.facebook.com/upcoming/

YouTube Box - http://apps.facebook.com/videobox/

Simply RSS - http://apps.facebook.com/simplyrss/

Book Share Books - http://apps.facebook.com/bookshare/

Notes - http://www.facebook.com/apps/application.php?id=2347471856

Static FBML - http://www.facebook.com/apps/application.php?id=4949752878&ref=s

Social Bookmarking Tools

Social

Bookmarking

Tools

Social Bookmarking Tools

Thank You