Social media is about s ociology and less about technology. It’s a mashup of new and traditional media that spans across advertising, PR, customer service, marcom, sales, and community relations. Previously the Web was one-sided content – display, presentation and information. Today it’s communication in all directions.
We see FaceBook as a social media community that enables companies to: Establish a more interactive, viral, easy to change brand destination Highlight their existing web site and/or blog Promote a particular product, milestone or event Advertise online in a manner that links to existing online presence Develop personalized experiences to support a brand position Note Business Pages can’t invite fans to join, but groups can send invitations to join Facebook Insights offers graphs that show daily interaction with page Advertising on Facebook is very cost-effective and targeted.
Good idea to have one – we have a sample here to share. Some are very detailed, some can be 1 page – that’s up to you. But to NOT have a policy in place, leaves your BRAND open to criticism and your company to lawsuits (but that’s a different seminar).
1. Marketing in the Social Media Age
2. Scope of Typical PR Services Traditional | Social | Viral Social Media Association Visibility Collateral Events Internal Communications Industry Leadership Analyst Relations Positioning Crisis Communications Media Shareholder Communications
3. Definition of Social Media <ul><ul><li>Tim O’Reilly: “Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform , and an attempt to understand the rules for success on that new platform.” </li></ul></ul><ul><ul><li>No more one-sided content. Today it’s communication in all directions. </li></ul></ul><ul><ul><li>Participants attract more participants. </li></ul></ul><ul><ul><li>“ Filing cabinets” that hold truly interactive experiences and expression. </li></ul></ul><ul><ul><li>Layered with the likes of Digg, Twitter, deli.cio.us … </li></ul></ul>
4. What’s Out There <ul><li>Community: </li></ul><ul><li>www.myspace.com </li></ul><ul><li>www.vox.com </li></ul><ul><li>www.facebook.com </li></ul><ul><li>www.secondlife.com </li></ul><ul><li>Business Networking: </li></ul><ul><li>www.linkedin.com </li></ul><ul><li>www.xing.org </li></ul><ul><li>Geo-Tagging: </li></ul><ul><li>www.flagr.com </li></ul>Discussions, Ratings http://Yedda.com http://Answers.yahoo.com www.reevo.com www.yelp.com Collaboration, Wikis www.rememberthemilk.com www.google.com/docs www.backpackit.com www.writeboard.com www.twiki.org Events http://upcoming.org http://renkoo.com Applications www.wikipedia.org http://snipshot.com http://flock.com www.rollyo.com www.zoominfo.com www.trulia.com www.summize.com Social News, Podcasts www.digg.com www.technorati.com www.newsvine.com Galleries http://flickr.com www.slide.com www.youtube.com www.istockphoto.com Social Bookmarking http://del.icio.us www.stumbleupon.com Express & Meet : www.twitter.com www.meetup.com . . . to name a few
5. Facebook … A Business Application 90 Million Active Users … over 100,000 Business Pages; Most Trafficked Site on Web Worldwide
6. Social Status Roadmap RSP The Socializing of Brands Start Audit Policy Buzz Composite Build Facebook Business Page If It Hits Your Demo Red Shoe Roadmap Go to Alltop To Build Your Blog Database Start with www.mashable.com toDetermine Best Social Media Sites Monitor CNET’s Blog 100 for Relevant Blogs Run Google and Technorati Searches Weekly Consider a Social Network With Ning Build a Power Social Media Team In-House Get Yourself Linked In Build Your Network Wild Card Identify Indusstry Social Media For Profiles of Your Co Determine If Twitter Is For You Read AdAge Power 150 Media/Mkt Blogs for Posting Targets Start a Compan and/or Expert Blog Post Dynamic Customer Product Shots Pick Five Business Blogs to Read Weekly Begin Creating Your Own Facebook Apps Start Posting To Blogs by Team or Executive Research MeetUp For Niche Outreach Use Wetpaint to Create Your Own Wiki Use Social Surveying To Gather Brand Opinion Are You Ready For Your Next Life … Second Life Kaneva Refresh Your Social Media Content Monitor New tools Assess Your Social Status Quarterly Post Customer Promos to Video Sites Look Into A Podcast Series to Tell Your Story Consider Dynamic Online Ads Remember Text Campaigning Wild Card Wild Card
7. Cheat Sheet <ul><li>LinkedIn. LinkedIn is an online network of more than 20 million experienced professionals from around the world, representing 150 industries. Through your network you can find potential clients and be found for business opportunities. </li></ul><ul><li>Mashable. Mashable is a social networking news blog. With allegedly over 5 million monthly pageviews, it ranks among the largest blogs on the Internet. Mashable regularly writes about MySpace, YouTube, Bebo, Facebook, and Xanga, but it also reports on less high-profile social networking sites. </li></ul><ul><li>AllTop. A digital magazine rack for the Internet, Alltop helps you explore your passions by collecting stories from “all the top” sites on the web. </li></ul><ul><li>Facebook. A social utility that connects people with friends and others who work, study and live around them, Facebook has more than 90 million active users and over 55,000 regional, work-related, collegiate, and high school networks. More than half of Facebook users are outside of college, and the fastest growing demographic is those 25 years old and older. </li></ul><ul><li>Technorati. Technorati is an Internet search engine for searching blogs, competing with Google, Yahoo and IceRocket. Technorati rates 112 million blogs by authority. Technorati Authority is the number of blogs linking to a website in the last six months. The higher the number, the more Technorati Authority the blog has. </li></ul><ul><li>Kudzu. Kudzu strives to be the best source for finding quality Atlanta-area service professionals. The website features 135,000 businesses in the Atlanta metro Kudzu making it fast and easy for consumers to connect with service professionals who are right for them. </li></ul><ul><li>Ning. Ning is a platform for creating your own social networks. With Ning, your social network can be anything and for anyone. The site hosts a multitude of networks on many topics including 388 Mom networks, 800 Fitness networks, 727 Weight Loss networks and 2,750 Health networks. </li></ul><ul><li>Twiki. A flexible, powerful enterprise collaboration platform and knowledge management system, typically used to run a project development space, a document management system, a knowledge base, or any other groupware tool. Web content can be created collaboratively by using just a browser. TWiki fosters information flow within an organization; lets distributed teams work together seamlessly and productively. </li></ul><ul><li>Twitter. Twitter is a free social networking and micro-blogging service that allows users to send updates (otherwise known as tweets) which are text-based posts of up to 140 characters in length. </li></ul><ul><li>Craigslist. An aggregation of local classifieds and forums for more than 500 cities in over 50 countries worldwide - community moderated, and largely free – Craigslist receives more than 10 billion page views per month. </li></ul><ul><li>Angie’s List. Angie's List is one of many companies which aggregate consumer reviews of local service companies and which have been described by the New York Times as &quot;a glorified version of Yellow Page listings.&quot; Angie's List is unique, however, in that it charges consumers to see reviews, reflecting their belief that charging consumers &quot;adds credibility to the information.“ </li></ul><ul><li>Summize. Tracks and aggregates conversations flowing through Twitter and others – lets you search to see who is talking about your business. Love it or hate it – someone is talking about you. </li></ul><ul><li>Podcasts. a series of digital media files which are distributed over the Web using syndication feeds for playback on media players and computers. NOTE: both Obama and Clinton announced their candidacy officially on their website via podcast. </li></ul><ul><li>SecondLife. A 3-D virtual world created by its Residents. Since opening to the public in 2003, it has grown explosively and today is inhabited by millions of Residents from around the globe. Currently supports MILLIONS of U.S. dollars each month. </li></ul>
8. A Few Keys to Success <ul><li>“ One of the hot investments for businesses these days is online communities that help customers feel connected to a brand. But most of these efforts produce fancy Web sites that few people ever visit. Why? Businesses are focusing on the value an online community can provide to themselves , not the community.” </li></ul><ul><li>Wall Street Journal, July 16, 2008 </li></ul><ul><li>Participate. Participate. Participate. </li></ul><ul><li>Build the community, not the technology. </li></ul><ul><li>Put someone in charge. </li></ul><ul><li>Set some company rules. </li></ul>
9. Social Media & the Election <ul><li>Obama held a clear lead online during the election year, with 844,927 MySpace friends compared to McCain 's 219,404. </li></ul><ul><li>Just between November 3rd and November 4th (election day), Obama gained over 10,000 new friends, while McCain only gained about 964. </li></ul><ul><li>On Twitter , Obama gained 2865 new followers between the 3rd and 4th (for a total of 118,107), while John McCain's Twitter account only has a paltry 4942 followers in total. </li></ul><ul><li>&quot;the secret to Twitter is how many people you are listening to, not how many people are listening to you.&quot; </li></ul><ul><li>(note: Hillary had followers, but followed no one) </li></ul>
10. Company Web 2.0 Policies <ul><li>Define official spokespeople. </li></ul><ul><li>Stress business conduct guidelines. </li></ul><ul><li>Encourage employees to be themselves. </li></ul><ul><li>Suggest a disclaimer. </li></ul><ul><li>Remind employees of copyright law. </li></ul><ul><li>Define allowable use at the office. </li></ul>
11. Case Study: Effective Use of Facebook Surveys Verizon Wireless <ul><li>Verizon Wireless was challenged by their executive team to get more attention for their text messaging packages – specifically in the state of Georgia. </li></ul><ul><li>We executed a survey on Facebook within 24 hours, targeting Moms in Savannah (for example) and asking them if they texted, who they texted, how often and on what devices. </li></ul><ul><li>The result was “media gold.” We were able to localize an “old story” and make it new again, using a Web 2.0 application. </li></ul>
12. Erin Taylor Red Shoe Consulting [email_address]