SMPS Columbus Online Social Media Panel Presentation

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This is the presentation that Constructive Communication, Inc used on September 16 at the SMPS Columbus Panel Presentation

This is the presentation that Constructive Communication, Inc used on September 16 at the SMPS Columbus Panel Presentation

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  • 1. Online Social Media
    • Kimberly Kayler, CPSM, CSI, President
    • Stephanie Brown, Interactive Public Relations Specialist
    • Constructive Communication, Inc.
  • 2. Introduction
    • Social media is about dialog, two-way discussions that bring people together in order to discover and share information.
    • Users control the messages, companies can influence those messages
    • Social media is anything that uses the Internet to facilitate conversations between people
  • 3. Facts
    • The top 25 social sites deliver in excess of 300 million users every month
    • 6 out of 10 of the top internet sites are social
    • On average, each adult with a social networking profile is on 1.6 sites and 39% of adults have profiles on two or more sites.
    • 57% of adults have joined a social network, making it the number one platform for creating and sharing content
  • 4. Outlets
    • Wikipedia
    • Facebook
    • MySpace
    • LinkedIn
    • Blogs
    • Twitter
    • Technorati
    • Digg
    • Flickr
    • YouTube
    • Podcasts
    • RSS
    • Wikis
    • SEO
    • Google AdWords
    • Google Alerts
    • Ning
    • Plaxo
  • 5. CCI Survey Results
    • 75% of respondents personally interact with online social media regularly, while 80% of companies rarely interact with online social media
    • The most popular outlet for companies was LinkedIn with 62.5%
    • 90% of respondents said their company does not have a social media policy
    • 76% said online social media is a critical medium but 60% said they rarely participate from a corporate perspective.
  • 6. SMPS Survey
    • Of the 371 respondents 58% said they do not use social media to market but those that did, primarily used LinkedIn
    • Main reason for not using social media: many are unsure of where it fits into the marketing mix and/or not convinced of its effectiveness
    • 75% said that they never or randomly monitor online social media
    • 97% do not measure ROI
    • Survey conducted by Regina Connell, Saltcellar Group;
    • Barbara Shuck, FSMPS, CPSM, Emc2 Group Architects Planners
    • and Marion Thatch, FSMPS, CPSM, AMEC Geomatrix
  • 7. B2B Magazine Survey
    • 66 percent of marketers said they are now using social media, up 57 percent from the 2007 survey
    • Among B2B, 57 percent are using social media
    • 81 percent are using LinkedIn and 74 percent use Facebook
    • 51 percent cited brand building as the objective
    • Survey release July 20, 2009
  • 8. How does this apply to B2B?
    • 93% of Americans believe a company should have a social media presence
    • 85% believe a company should not only be present, but also interact with its consumers via social media
    • 56% of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment
    • 2008 Cone Business in Social Media Study
  • 9.
    • Consumers and journalists are increasingly going online to find news and information about products and services.
    • 89% of Internet users worldwide used search engines to find information
    • 76% look up news online
    • “ Digital World, Digital Life,” December 2008
    Changing World
  • 10.  
  • 11.  
  • 12.
    • Example:
    • Employee for a mechanical engineering firm listed company on Facebook.
    • Have since gone to jail for embezzling corporate funds from previous employer.
    • Media used Facebook to learn more about this person, linked engineering firm in news stories.
    Changing World
  • 13.
    • Evolving eMarketing Search Engine Optimization Search Engine Marketing Social Networking Syndication Broadcasting
    Marketing is Changing Traditional Branding Advertising Direct Marketing Sales Promotion Collateral Trade Shows Events
  • 14. But strategy is still needed
    • Don’t jump to tactics
    • Social media requires strategy like any other marketing tool
  • 15.
    • Tilt-Up Design Systems launching their new software at World of Concrete
    • Used twitter to get editors to visit booth
    • Got ENR’s attention and same-day coverage
    Case Study
  • 16.  
  • 17.
    • H.R. Gray ( needs to get the word out fast about their ADA consulting experience
    • 1) Google Adwords
    • 2) SEO
    • 3) Online PR
    • 4) Traditional direct mail
    • 5) Print publications
    Case Study
  • 18. Case Study
  • 19.
    • American Concrete Institute (ACI) has 1,767 Facebook fans and 1,989 LinkedIn members
    • Started Facebook group to attract students but later changed to reach a broader audience
    • Results: tripled scholarship applications and facilitate two-way conversations
    • ACI sends out emails to invite people to join LinkedIn and Facebook. Also, includes links on newsletters and website
    Case Study
  • 20.  
  • 21.
    • “ Social Computing is not a fad. Nor is it something that will pass you or your company by. Gradually, Social Computing will impact almost every role, at every kind of company, in all parts of the world.”
  • 22. Years to reach 50 million users
    • Radio: 38 years
    • TV: 13 years
    • Internet: 4 years
    • iPod: 3 years
    • Facebook: added 100 million users in less than 9 months!
    • iPod Application downloads: 1 billion in 9 months!
    • In the future, we won’t search for news and products….they will find us
  • 23.
    • If you decide to start up a social networking page for your company you need to:
    • Maintain constantly
    • Update regularly
    • Invite others to join
    • Facilitate conversations
    • Post jobs and internships
    • Post news links
    • Upload pictures
    Getting Started
  • 24. How to gain followers
    • Add to your business card
    • Add to end of email signature
    • Add to company website
    • Add to blog
    • Add to Newsletter
    • Add to advertising efforts
    • Share all outlets that you are using on each
  • 25.
    • If you create a page, provide a link to it on your website
    • Stay active with your audience DAILY
    • Alternate option is to advertise on these sites, then you don’t have to regularly update
    • Disclosure is permanent
    • We are still in infantile stage
    • Losing by not contributing. Don’t be private
    Getting Started
  • 26. Getting Started
    • Engage and personalize = Dialogue
    • Join online communities where you want to talk (community, sports club, recent grads)
    • Like a dinner party, don’t talk the whole time, listen and participate, too!
    • Dive in! The more we dive in, the less unfamiliar it feels!
  • 27. 7 Characteristics for a good profile
    • Strong profile visibility: develop brand recognition
    • Active participation: have continuous presence
    • Practice reciprocity: win-win outcomes
    • Effective communication: conversations
    • Support the community: put before self
    • Provide value above all: gain trust and attention
    • Demonstrate Integrity
  • 28. Best Practices
    • Employees need to understand that what is posted out there can not be taken back
    • Talk to your employees and remind them that they are representing you
    • If you do create a page for your company, monitor it regularly, start discussions, add events…etc.
  • 29. Policies
    • Educate employees and self
    • Policy should state how employees are expected to engage.
    • Stay transparent by using real name and the company.
    • Write what they know, stay consistent, join in the conversation, add value, create excitement and be a leader.
  • 30. Policies Continued
    • Employee should stick to their area of expertise and provide individual perspectives on what is going on at the company
    • Post meaningful and respectful comments
    • Always pause and think before posting
  • 31. Policies Continued
    • Respect proprietary information and content
    • Respect confidentiality
    • When disagreeing with others, keep it polite and appropriate
    • When in doubt about posting content, get permission
  • 32. Monitor Online Conversations
    • Vocus: $1,250 per month. Includes all monitoring, news clipping and distribution of press releases
    • Radian6: $600 per month. Allows monitoring of blogs, news, twitter and working on Facebook.
    • Cision: $695 per month. Uses Radian6 platform
    • PR Newswire: $450 per month and includes blogs, news, forums, Twitter, photos and video sites and Social Media such as Facebook
  • 33. Monitor Online Conversations
    • sends alerts when a comment is made that includes company name or brand
    • searches blogs for your company
    • searches message boards, forums, videos and Twitter
    • searches blogs, news, MySpace, Twitter, images
    • and are great tools
  • 34. Crisis Management
    • Actively monitor
    • Respond quickly: within hours
    • Respond at the flashpoint: where audience is communicating before anywhere else
    • Educate employees: all employees should have online social media training
    • Foster a positive culture: if employees are happy, they’re less likely to tear down the company
    • Set clear guidelines: create a policy
  • 35. The New Press Releases
    • Use share this tools including links to Digg, Technorati, Facebook, LinkedIn Twitter.
    • Link within the document to other press releases, published articles, company website
    • Share YouTube videos including interviews
    • Have all contact information on release
  • 36.  
  • 37.
    • Your competition may not be active on online social media, so take leadership
    • Facilitate conversations, post jobs, start groups and become the expert in the industry.
    • Add associations that you are a part of and join the conversation.
    Final Thoughts
  • 38. It’s All About Dialogue
    • “ If you’re not part of the conversation, then you’re leaving it to others to answer questions and provide information, whether it’s accurate or incorrect. Or, even worse, you may be leaving it up to your competition to jump in to become the resource for the community. Yes, there will be negative comments. Yes, you’ll invite unsolicited feedback. Yes, people will question your intentions. Negativity will not go away simply because you opt out of participating. Negative commentary, at the very least, is truly an opportunity to change the perception that you did or didn’t know existed.”
  • 39. Thank you! Kimberly Kayler [email_address] 614.873.6707 Stephanie Brown [email_address] 513.469.0030