The What, Why, & How Of Social Networking
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The What, Why, & How Of Social Networking



In the time it takes you to review this presentation, 333 million minutes will be spent on Facebook, 171 million text messages will be sent, 83,300 people will send tweets on Twitter, 59,367 ...

In the time it takes you to review this presentation, 333 million minutes will be spent on Facebook, 171 million text messages will be sent, 83,300 people will send tweets on Twitter, 59,367 professionals will visit LinkedIn, and 1,200 hours of videos will be uploaded to YouTube.

This presentation is an overview of social media and social networking from a business perspective. Yes, social media is disruptive. Yes, it is distracting, even addictive. But it is definitely not a fad. And - it's NOT going away.

Skip Reardon



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  • Skip Reardon has over 30 years of experience in marketing, communications, competitive intelligence. He’s designed over a dozen web sites since 1994 (and can still code HTML in Notepad) He’s recognized as one of the top small business bloggers since he began the Be Excellent blog in 2005, which offers over 1,500 posts about strategy, execution, leadership, accountability, and employee engagement. He’s recently been named to the Top 100 Most Influential Small Business Twitter list, and is recognized as one of the Top 20 experts on strategic planning. Request this presentation: skiprear@gmail.comVisit the Be Excellent blog:www.SixDisciplines.blogspot.comConnect on LinkedIn on Twitter: (@sreardon)Friend on on SkypeSreardon
  • To Understand Where We Are, We Need to Understand Were We’ve BeenYears to Reach 50 millions Users: Radio (38 Years)TV (13 Years)Internet (4 Years), iPod (3 Years)In the past 9 months, iPhone applications hit 1 billion downloads andFacebook added 100 million users
  • Americans spend about 20% of their Internet time on using social media sites = tripled in the past year.Greatest increase in social media adoption - adults ages 35 to 54 - where participation has grown 60%1 out of 8 couples married in the U.S. last year met via social media (, 11/18/09 - 43% of the 2009 Inc. 500 reported social media was “very important” to their business/marketing strategy. An incredible 91% of the Inc. 500 is using at least one social media tool in 2009 (up from 77% in 2008). In addition, as they ramp up their usage, the Inc. 500 companies are also seeking to protect themselves legally, with 36% having implemented a formal policy concerning blogging by their employees.
  • Stop the denial. Yes, social media is disruptive. Yes, it is distracting, even addictive. But it is definitely not a fad. Like the telephone was to the telegraph, TV to the radio, and CDs to cassette tapes, social media is a disruptive innovation and is changing the way people communicate, buy, and work. Social media is becoming mainstream. Stop making excuses.
  • Above the line – the primary tools and technologies that are covered in this presentationBelow the line - other social media tools that are gaining in importance NOTE:Skype’s registered users grew 41 percent to 521 million people in October 20. That’s a stunning 40 million new registered users in the past three monthsAlso: – for professional documents of all types
  • Blogging grew 68% in 2008Today - over 200,000,000 blogs346 million people worldwide read blogs77% of active Internet users read blogs dailyCompanies that blog have far better marketing results:55% more visitors97% more inbound links434% more indexed pages (Google likes new content!)
  • The most talked about, most misunderstood social media toolRoots in texting 4.1 billion SMS (text) messages are being sent daily 474,537.04 every 10 secondsAs much as 60% of Twitter usage comes from mobile devices Use of URL shorteners (Tiny URL, 2010 - Twitter usage will reach 30 million US adults - a further 44.4% climb. Only 27% are regular users41% of Tweets - Pointless BabbleA fad? Recent $100m funding – Twitter (the company) now valued at $1B
  • update anywhere, anytime…imagine what that means for bad customer experiences?
  • If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia (300 million users)
  • YouTube is not the only player - Vimeo,, metacafe,
  • YouTube is not the only player - Vimeo,, metacafe,
  • - Ross Dawson – predicted 7 years ago – the emergence of social networks, Twitter, corporate blogging, etc.
  • You need to integrate social technologies into your corporate Web site or Google will render you irrelevant. In the near future we will no longer search for products and services -- they will find us via social mediaThe social web is quickly evolving. Develop long-term strategies now. Stop playing the one-off games and think about how this is truly changing your business.The mobile device will be the world’s primary connection tool to the Internet in 2014
  • 45% of employers currently use social media for recruiting – another 15% plan on using it before end of 20098% have fired people Be careful“What you SAY on the Internet, STAYS on the Internet.”Language, pictures, private infoPotential (and current) employers are watching
  • "Life is long in the sense that we have long memories. Time is short in that you have to move very quickly. But to me the most important thing to know is that life has a way of working things out. We forget so quickly what the problem was three or four years ago. So my personal view of life is that every problem is an opportunity."

The What, Why, & How Of Social Networking The What, Why, & How Of Social Networking Presentation Transcript

  • The What, Why, and How of Social Networking
    Originally presented: October 28, 2009
    Skip Reardon
    Director of Digital Marketing & Social Networking
    Six Disciplines
  • In The Time It Takes Me To Do This Presentation…
    333 million minutes will be spent on Facebook
    171 million text messages will be sent
    83,300 people will send tweets on Twitter
    59,367 professionals will visit LinkedIn
    1,200 hours of videos will be uploaded to YouTube
  • Today’s Agenda
    What’s it all about?
    How did we get here?
    What’s all the fuss about?
    Why it’s no longer optional
    What’s in it for us?
    What are the tools?
    How do we get started?
    How do we craft a strategy?
    What does the future hold?
    View slide
  • What’s It All About?
    Social Media (noun)
    The tools & technologies combined with social interaction that create communication and value.
    Social Networking (verb)
    The activities and use of social media.
    The practice of expanding the number of one's business and/or social contacts by making connections with others.
    View slide
  • How Did We Get Here?
  • What’s All The Fuss About?
    It’s a fundamental shift in the way we communicate, buy, and work.
    It’s not a fad – it’s not going away.
    It’s no longer optional.
  • Why It’s No Longer Optional
    Stop Making Excuses
    My customers aren’t asking for it
    My competitors aren’t using it
    I don’t want our mistakes announced publicly
    I don’t have the time
    I don’t understand it
  • What’s In It For Us?
    Engage with customers
    Build your community
    Attract new customers
    Improve your reputation
    Build your brand
    Earn trust
    Build customer loyalty
  • How Do We Get Involved?What Are The Tools?
  • Blogs (and Blogging)
    Defined: a website maintained by an individual with regular entries of commentary, descriptions of events, graphics or videos
    Participatory journalism, user-generated content
    Personal, corporate, genre, media
    Started in 1998, mainstream by 2004
    Political impact, employment considerations
  • Blogs (and Blogging)
    Traditional Tools:
    Newer blogging tools:
    Content is KING: user-created information
    Revitalize old blog posts (for Google page rank)
    Use categories, tags
    Take advantage of Google Analytics (powerful, free)
  • Blogs & Blogging - Top Resources
    State of the Blogosphere – October 2009
    My Best Advice About Blogging (Chris Brogan)
    9 Hidden Benefits of Blogging
    50 Blog Topics Marketers Could Write For Their Companies
    10 Things To Do Before Launching Your Blog
    How To Blog Almost Every Day
  • For professional networking & prospecting
    80% of companies – use LI for recruiting
    October 2009 : 50 million members
    November 2009: 52 million
    Oct 09
  • Personal Profile
    “The LinkedIn Profile is the future of the resume.” – Washington Post
    Upload the same photo you use elsewhere online.
    Fill your profile with colorful language, not drab resume-speak. Include keywords in your summary statement.
    Collect diverse recommendations. Nothing builds credibility like third-party endorsements.
  • Groups
    Join groups – and get connected with others.
    Contribute to the groups – don’t just lurk.
    Join non-work related groups – shows you’re a human.
    Company Profile
    Set up your company (for recruiting/brand awareness)
    Offer your expertise, become a recognized expert
    Create DirectAds (cost-effective to reach targeted individuals)
  • Top Resources
    5 Tips to Optimize Your LinkedIn Profile
    How To Build Your Company’s Profile on LinkedIn
    33 Ways To Use LinkedIn For Business
    6 Ways To Create Opportunities on LinkedIn
    17 Invisible LinkedIn Tricks Revealed
    Create a LinkedIn DirectAd
  • 140 character limit – (aka a “tweet”) – roots in texting
    Six different types of tweets:
    News, Spam, Self-promotion, Pointless Babble, Conversational and Pass-along Value.
    Your profile is key
    Follow – and be followed (quality, not quantity)
    RT = Re-tweet (reciprocity)
    DM = Direct message (private)
    #hash tags = categories, trends
    Updates to Facebook, LinkedIn
    27 million tweets each day
    October 2009 - 5 billion tweets later…
    November 2009 - Since their last report just 6 months ago, Palo Alto Networks found that enterprise Twitter use grew by more than 250%.
  • Why?
    Personal Uses
    Sharing news
    Meeting new people
    Building community
    Real-time search
    Business Uses
    Brand building
    Customer service
    Product / service feedback
    Monitoring trends
    Contests, Polls, Coupons
    Product / service reviews
    Real-time testimonials
    Competitive intelligence
  • Top Resources
    Basic Twitter for Beginners
    Essential Twitter Apps (desktop, mobile, search, business, media sharing, URL shorteners)
    Twitter Tips and Tactics – Best of 2009
    Using Twitter for Business (added 11/17/09)
    50 Ideas on Using Twitter for Business
    6 Ways To Integrate Twitter Into Your Website
    How To Use Twitter Lists (added 11/5/09)
    8 Reasons You Need to Stop Ignoring Twitter (added 11/17/09)
  • Sept 2009 - 300 million active users
    November 6th, 2009: 325 million users
    Adding 700,000 new users a day
    50% of active users use Facebook every day
    Great way to keep up with friends, relatives, classmates, co-workers
    Fastest growing – 35+ years
    Average user has 130 friends on Facebook
    Each month
    2 billion photos uploaded
    14 million videos uploaded
    3 million events created
    65 million active users currently access Facebook through mobile devices
    November 2009 - Since their last report just 6 months ago, Palo Alto Networks found a dramatic increase in Facebook usage, which grew by an astounding 192% inside the workplace.
    November 2009 – Facebook is now the #3 video site (behind YouTube, Hulu)
  • For Business Use
    Create a “Fan” page
    More than 300,000 businesses — one-third of them small businesses — have a presence on Facebook.
    National pizza chain Papa John's added 148,000 fans on Nov. 17 through a guerrilla marketing campaign on Facebook. The promotion gained it thousands of customers and drove its Web traffic up 253%. It now has more than 300,000 fans and hopes to top 1 million by the end of the year.
  • Top Resources
    How To Get Started on Facebook
    How To Set Up A Winning Facebook Fan Page
    How To Make a Facebook Ad in 15 Minutes
    How To Integrate Facebook with Your Blog
    Facebook for Business Marketing Kit
    Facebook Ads Now Let You Target Friends of Your Fans (added 11/12/09)
  • October 2009
    1 billion views – every day
    11,574 views per second
    694,444 views per minute
    41,666,667 views per hour
    24 hours of video are uploaded to YouTube every minute
    25% of Americans in the past month said they watched a short video…on their phone
    By 2013, 90% of Web traffic will be video
  • Top Resources
    Using YouTube to Promote Your Business
    34 Ways to Use YouTube for Business
    Creating an Online Video Presence
    YouTube 101 for Small Businesses
    How To Build Your Personal Brand on YouTube (added 11/4/09)
  • Crafting Your Social Networking Strategy
  • A Strategic Approach to Social Media
  • What Does The Future Hold?
    Next gen of the web: connecting people vs. collecting data
    Mobile + social + real-time
    Corporate websites become irrelevant
    Customers don't care what department you're in
    Increase in social personalization
    Social networks spark the dawn of “social search “
    Microsoft’s Bing
  • Mobile Computing
    The mobile device will be the world’s primary connection tool to the Internet in 2014
    607.5 million mobile users accessing social networks worldwide by 2013
  • Useful Social Media Resources
    The Social Media Revolution – you MUST watch this video
    Did You Know 4.0
    Why Social Media Is No Longer Optional
    37 Statistics to Show Why Social Media is Not a Fad Anymore
    Social Media Strategy Checklist
    How We Created and Implemented Our Social Networking Strategy
    How To Leverage Social Media for Your Business
    10 Of The Best Social Media Tools for Entrepreneurs
    10 Ways to Make Social Media Matter to Skeptical CEOs
    How To Measure Social Media ROI
    10 Things Social Media Can’t Do (added 11/4/09)
  • Some Final Thoughts…
    Where to start?
    Listen – learn – experiment
    First platform: a blog
    Next phase: Facebook, Twitter, LinkedIn
    Reach out - connect with others – gain followers
    Experiment and measure
    Rinse, repeat
  • Questions & Answers
    Request this presentation:
    Visit the Be Excellent blog:
    Connect on LinkedIn
    Follow on Twitter: (@sreardon)
    Friend on FaceBook:
    Connect on Skype