Twitter & Facebook For Dummies

A few places where you can ﬁnd SpringCreekGroup  The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the ﬁle again. If the red x still appears, you may have to delete the image and then insert it again. © 2009 Spring Creek Group,  Content Rights Reserved  Page 2 

© 2009 Spring Creek Group,  Content Rights Reserved  Page 3 

Fun Stats  •  Social networks and blogs are the 4th most popular online  acAviAes online, including beaAng personal email. 67% of  global users visit member communiAes and 10% of all Ame  spent on the internet is on social media sites.   •  If Facebook were a country, it would be the fourth most  populated place in the world. This means it easily beats the  likes of Brazil, Russia and Japan in terms of size.*   •  80% of companies use, (or are planning to use), LinkedIn as  their primary tool to ﬁnd employees during the course of this  year. The site has just celebrated reaching its 45‐millionth  membership.  •  Around 64% of marketers are using social media for 5 hours  or more each week during campaigns, with 39% using it for 10  or more hours per week.  •  It took radio 38 years to reach 50 million listeners. Terrestrial  TV took 13 years to reach 50 million users. The internet took  four years to reach 50 million people... In less than nine  months, Facebook added 100 million users.   © 2009 Spring Creek Group,  Content Rights Reserved  Page 4 

Fun Stats  •  Wikipedia currently has more than 13 million arAcles in more  than 260 diﬀerent languages. The site aracts over 60 million  unique users a month and it’s o_en hotly debated that the  informaAon it contains is more reliable than any printed  Encyclopaedia.  •  The most recent ﬁgure of blogs being indexed by TechnoraA  currently stands at 133 million. The same report into the  Blogosphere also revealed that on average, 900,000 blog  posts are created within a single 24‐hour period.   •  It’s been suggested that YouTube is likely to serve over 75  billion video streams to around 375 million unique visitors  during this year.  •  The top three people on Twier (Ashton Kutcher, Ellen  DeGeneres and Britney Spears) have more combined  followers than the enAre populaAon of Austria.*  •  According to Socialnomics, if you were paid $1 for every Ame  an arAcle was posted on Wikipedia, you would earn $156.23  per hour.  © 2009 Spring Creek Group,  Content Rights Reserved  Page 5 

Fun Stats  •  The online bookmarking service, Delicious, has more  than ﬁve million users and over 150 million unique  bookmarked URLs.   •  Since April this year, Twier has been receiving  around 20 million unique visitors to the site each  month, according to some analyAcal sources.   •  Formed in 2004, Flickr now hosts more than 3.6  billion user images.   •  Universal McCann reports that 77% of all acAve  internet users regularly read blogs.   © 2009 Spring Creek Group,  Content Rights Reserved  Page 6 

What is the Buzz about? •  Facebook has grown from 100 million to 200 million users in less than 8 months. Traffic to Facebook has grown 314% in a year. •  Social Networking is now more popular than email, according to Nielsen Online’s latest research. 66.8% of Internet users have social networks, while only 65.1% have used email. •  YouTube reached 100 million monthly viewers in the US in March 2009, 6.3 billion videos were viewed on the site. •  YouTube will serve 75 billion video streams to 375 million unique visitors in 2009. © 2009 Spring Creek Group,  Content Rights Reserved  Page 7 

More Background Info •  Twitter’s yearly growth rate is 1,382%. According to Nielsen Twitter currently has 7 million unique visitors. If it keeps grown at this rate, it’ll have 100 million visitor same time next year. •  LinkedIn has more than doubled size in the past year, reaching more than 15.8 million people in the US, ranking third, behind facebook & myspace. •  Digg has 36 million unique visits in March 2009 and is still growing. © 2009 Spring Creek Group,  Content Rights Reserved  Page 8 

The Social Media Engagement Spectrum  •  Social Media Engagement means more than just building pages.  It  means understanding where your clients/customers/employers are,  and going to them.   Ignore Watch React Engage Leverage Drive • Let anyone write • Keep an eye on • Respond to • Provide • Push stories to • Run message anything customers negative attacks resources for influencers and and comment • Don’t track • Track changes in • Correct factual bloggers to get fans boards for metrics customer errors data images and • Keep content customer groups • Allow comps to perception • Stop comps from quotes current with news • Maintain and post nasty • Monitor comps in gaining share of • Identify and info grow thought- comments space voice influencers • Let community leadership • Don’t identify • Use social media • Compare • Create active have first look at presence where it influencers to understand competitors and competitive commercials and matters most landscape analyze partners analysis strategy other creative • Develop & drive • Utilize a blog to • Reach out to key industry blogs complement bloggers that put “traditional” PR & company in Comm efforts positive light Page 9  © 2009 Spring Creek Group,  Content Rights Reserved 

Our 5 Core Principles for Social Media Campaigns  1.  Value – Don’t “Market”, Instead Publish Content  that Helps Those Important  2.  Ethics – Never Bend “The Rules”… and First  Understand Them By Community and Site   3.  Transparency – Personal and Professional  Openness  4.  Authen8city – Be Consistent, Passionate, and  CommiNed to Your Industry (not just your brand)  5.  Focus – Do The Right Things Well  Page 10  © 2009 Spring Creek Group,  Content Rights Reserved  Page 10 

Types of Social Media MarkeAng  One to  Personal ConnecAons and CommunicaAons  One  One to  Individually broadcasted content plus   Many  “The Brand Called Me/Us”  Many  Aﬃnity‐based, geographically agnosAc networks of like‐ To  minded people helping each other  Many  © 2009 Spring Creek Group,  Content Rights Reserved  Page 11 

Social Media ApplicaAons You Know  The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and The image cannot be displayed. Your computer may not have enough memory to open the image, or the image then insert it again. may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. © 2009 Spring Creek Group,  Content Rights Reserved  Page 12 

And a few more….  © 2009 Spring Creek Group,  Content Rights Reserved  Page 13 

Top Traﬃcked US Sites (Q1 2009)  1. Google 11. AOL 2. Yahoo! 12. Blogger 3. Facebook 13. Amazon 4. YouTube 14. Go 5. MySpace 15. CNN 6. MSN 16. Microsoft Corporation 7. Windows Live 17. Flickr 8. Wikipedia 18. ESPN Sportszone 9. Craigslist 19. Photobucket 10. eBay 20. Twitter © 2009 Spring Creek Group,  Content Rights Reserved  Page 14 

Social Networks: The Heavyweights  Source: Compete.com © 2009 Spring Creek Group,  Content Rights Reserved  Page 16 

Twier: “Geeks, Marketers, and Rich Guys”  Source: Compete.com © 2009 Spring Creek Group,  Content Rights Reserved  Page 17 

Oprah Tweets!  © 2009 Spring Creek Group,  Content Rights Reserved  Page 18 

Social Networks: The Next Tier  Source: Compete.com © 2009 Spring Creek Group,  Content Rights Reserved  Page 19 

UGC Sites: YouTube and the 30 Dwarves  Source: Compete.com © 2009 Spring Creek Group,  Content Rights Reserved 

Photo Sharing and More  Source: Compete.com © 2009 Spring Creek Group,  Content Rights Reserved 

Bookmarking  Source: Compete.com © 2009 Spring Creek Group,  Content Rights Reserved  Page 22 

A Wealth of OpportuniAes Past the Big Brand Names   You are enabled to beer understand your brand equity online – and empower  consumers to drive brand awareness and engagement online, across the enAre  Social Media Web  Consumer Forums Product Review Music / Social Networking Digital Image Industry Blogs Sites Podcasting Twitter Sites Communities Help & How-to Forums Professional and Brand Networks Wikis Widgets Aggregators / Crowd-sourced Social Viral Video Sites Content Sites Bookmarking & Blogs Site Sharing © 2009 Spring Creek Group,  Content Rights Reserved 

As soon as you leave a room…  •  Whether it’s an interview, sales call, pitch, or other  meeAng, as soon as you leave, the person you are  pitching  is going online to see if the Internet  conﬁrms what you just told them about yourself.  •  Be found, and be in demand, understood, and  connected.   •  Remain on your own informaAon island and you’ll  end up sunburned, hairy and lonely.  © 2009 Spring Creek Group,  Content Rights Reserved 

Social Media for Discoverability  •  Managing “discoverability” – making sure those  looking for you or your business can ﬁnd you where  they are most frequently looking  ▫  Personal / professional Proﬁle sites  ▫  Relevant social networks  ▫  Google Directories (for Google search results)  ▫  Live Search Directories (for Live Search results)  •  “PR through Self Publishing”  ▫  Power of your own Blog  ▫  Power of commenAng on other people’s blogs  ▫  Maintaining shared / bookmarked content of relevance  Page 26  © 2009 Spring Creek Group,  Content Rights Reserved 

How Does Social Media Aﬀect SEO / Site  Discoverability  Page 27  © 2009 Spring Creek Group,  Content Rights Reserved 

Discoverability: Personal Example  Page 28  © 2009 Spring Creek Group,  Content Rights Reserved 

© 2009 Spring Creek Group,  Content Rights Reserved 

Strengths and Weaknesses  Strengths:  • Free to build: Facebook accounts are free to set up and there is no  subscripAon fees to kept the page live.   • Facebook Pages are indexed in search engines: increasing the likelihood of  folks finding your organizaAon through a Google search.  • A Page can have mul8ple administrators: This means maintaining a page  can be shared by many people both internal and external.  • Analyze Traffic: Facebook Insights track data on visitors.  • No Fan Limits: There are no limits to the number of fans you can have on a  page.  • Ability to send messages and updates to all your fans at once: Fans  receiving those messages can easily forward the message OR post the  message to their Facebook Wall.  • Tabs have their own URL: You can set a tab as the default landing page for  when users find your Facebook Page. You may also choose any tab to be the  landing Page for off‐site promoAon.  © 2009 Spring Creek Group,  Content Rights Reserved 

Strengths and Weaknesses  Weakness:   • Limita8ons to customizing: Facebook limits the changes to  addiAon of modules and applicaAons but  does not allow  modificaAon to page structure.  • Pages cannot post to fan Profiles: Although they can post  updates or send email to fans the profile cannot directly post to  a fans wall.  • Membership has its privileges: User have to be a Member of  Facebook to be able to interact with page.  © 2009 Spring Creek Group,  Content Rights Reserved 

SCREENSHOTS  Accounts Tools © 2009 Spring Creek Group,  Content Rights Reserved  Page 34 

Channel Background  •  From Feb ‘08 – Feb  ‘09, Twier grew 1,382% During  the same Ame Facebook grew 228%  •  4 categories of Twier accounts:  ▫  Personal ‐ “I’m eaAng a sandwich”  ▫  Celebrity ‐ “I’m Shaq, I’m big”  ▫  Companies / customer service – “Product is available here…”  ▫  News – “I‐90 bridge closed for repairs”  •  Goals and objecAves  ▫  Deﬁne Twier  ▫  How to use Twier (search, analyAcs…)  ▫  How can you learn from Twier  ▫  Tweet  © 2009 Spring Creek Group,  Content Rights Reserved  Page 35 

Strengths and Weaknesses  ▫  Channel strengths    Real Ame news    Customer loyalty and personal connecAon to brands    Able to disseminate informaAon easily    Easy to use as a tool to ﬁnd internet trends    140 character limit  ▫  Channel weaknesses    140 character limit (do people want to say more)    Tech‐savvy channel  © 2009 Spring Creek Group,  Content Rights Reserved  Page 36 

Strength: Companies and Brands  •  Zappos (@zappos)           Comcast (@comcastcares)       Google(@google)  •  Why do They Tweet?  ▫  Monitor conversaAon around product  ▫  Can directly engage with customers / resolve problems  ▫  Gain and retain fans  © 2009 Spring Creek Group,  Content Rights Reserved  Page 37 

Strength: Source for News  CNN (@cnn)               King5(@King5seale)       WSDOT (@wsdot)  •  Why do they tweet?  ▫  Social media presence   ▫  Maintain reputaAon  •  Compe88on  @scearley - Blocking signs are old tunnel warning signs. Will remove once we are sure the ▫  Every user  new ones work. learn more: http://bit.ly/RAtlt   Direct, instant, unﬁltered news  •  Hudson Plane Crash – First pictures were posted on twier  © 2009 Spring Creek Group,  Content Rights Reserved  Page 38 

Tools We Use  •  What is the value of your twier account?  ▫  Twier Grader  ▫  TwierCounter  ▫  TweetStats  •  A Corporate way to Tweet  ▫  CoTweet    Manage mulAple accounts with one tool    Click Tracking – bit.ly  •  Desktop ApplicaAons  ▫  TweetDeck  ▫  Twhirl  © 2009 Spring Creek Group,  Content Rights Reserved  Page 39 

Best PracAces – Extremely Personal  •  People relate to this brand because they can be fun  and personal with it  •  Tony, the CEO of Zappos, tweets personal tweets as  well as business tweets.  •  The TwitPic of their tweet stream here is oﬀ…  ▫  This picture got 79 retweets!  © 2009 Spring Creek Group,  Content Rights Reserved  Page 40 

Who not to tweet like?  •  There are 3 levels of engagement in Twier  ▫  Content pusher (usually only works if you’re a news source like  @CNNbrk)  ▫  Content pusher + some fun pictures and more engaging tweets  ▫  @reply people when a team member gets a chance + above categories  ▫   Highly engaging tweets (quesAons and contests and content and pics)  + @replying everone in a quick fashion   © 2009 Spring Creek Group,  Content Rights Reserved  Page 41 

Channel Background  •  133,000,000 – number of blogs indexed by  TechnoraA since 2002  •  346,000,000 – number of people globally who read  blogs (comScore March 2008)  •  900,000 – average number of blog posts in a 24 hour  period  •  77% ‐ percentage of acAve Internet users who read  blogs  •  Whether it’s large or small, there’s a conversaAon  venue out there talking about your brand or about  your space  Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ © 2009 Spring Creek Group,  Content Rights Reserved 

Strengths and Weaknesses  •  Blog and Forum strengths  ▫  Equally balanced between messaging and listening  ▫  Measurability is enhanced through listening tools  ▫  Ability to create and culAvate a brand culture  ▫  Die‐hard groups already dedicated to your brand or  space  •  Blog and Forum weaknesses  ▫  Die‐hard groups opposed to your brand or space  ▫  The blogosphere grows exponenAally (hard to contain)  ▫  Once your message is out there, it’s out there  © 2009 Spring Creek Group,  Content Rights Reserved 

Tips and Tricks for Your First Blog  •  Register and build with a different name and email  •  Test, write, test, write, play   •  Blogging is supposed to be a fun way to share your  thoughts.  If it’s not fun, don’t do it.  •  Build a blog roll that shows off your favorite blogs  •  Comment on other people’s blogs when they write  something interesAng  •  Link to other blogs you like and provide a brief synopsis  of their story.  •  Make sure to name photos with proper SEO tags:  i.e  “Andy Boyer @ Sounders Game,” not “DSC_0043”    •  Look at other people’s source code to figure out how  they did something you want to try.  © 2009 Spring Creek Group,  Content Rights Reserved  Page 46 

Channel Background  •  LinkedIn is a professional network; individuals, organizaAons,  companies and groups can use LinkedIn as an eﬀecAve  engagement tool.  •  This a great tool for boards and volunteers to organize,  members to have discussion groups and a way for your  organizaAon to parAcipate in a community of similar  organizaAons by asking and answering quesAons about your  programs or for industry‐related issues. LinkedIn has very high  Search Engine OpAmizaAon, so company and professional  proﬁles show high results in Google or Bing search results.   © 2009 Spring Creek Group,  Content Rights Reserved 

Channel Background  •  The channel is primarily used by professional  individuals: creaAng proﬁles for career development,  engaging in groups and discussions, posAng quesAon  and answers and developing relaAonships through  career advice.  •  LinkedIn works on a network‐ those who you know  and are connected with are 1st degree, the people  they know are 2nd degree and the people those  people know are 3rd degree. The goal is to be  connected, share and receive informaAon  © 2009 Spring Creek Group,  Content Rights Reserved 

Trends  •  LinkedIn is a global network of over 42 million professionals from every  country around the world, with approximately half of the our member base  outside the United States (hp://blog.linkedin.com/page/2/)  •  Linkedin’s audience has shi_ed younger, with the 18‐24, and 25‐35 year old  segments both growing by nearly 15%. This was also during a period of  massive overall site growth driven at least parAally by an inﬂux of younger  visitors.  •  Nearly 90% of all LinkedIn’s Traﬃc is 55 or younger. (Compete)  •  As of May 2009 LinkedIn has       more than 40 million members       and more than 300,000 user       groups. (hp://blog.linkedin.com)  © 2009 Spring Creek Group,  Content Rights Reserved 

Strengths and Weaknesses  •  Channel strengths  •  Channel weaknesses  ▫  Connect with professionals  ▫  Weaknesses  ▫  Have a sense of authority  ▫  Standard page set up not open  ▫  Highly transparent‐  to branding  engagement is linked to  ▫  Company profiles have limited  professional profiles  applicaAons (compared to  individual profiles)  ▫  High search visibility  ▫  Group profiles have limited  ▫  Strong research tool  applicaAons (compared to  ▫  Good for message promoAon  individual profiles)   and listening and monitoring  ▫  No built in measurement tools  ▫  Vanity URL’s available  © 2009 Spring Creek Group,  Content Rights Reserved  Page 53 

Tips  •  Use professional communicaAon eAquee  •  Use individual profiles to broadcast blogs, reflect  brand, conduct outreach  •  Post quesAons, answer quesAons and update your  discussion regularly‐ by being acAve you will be  considered knowledgeable  •  Be authenAc – this site requires more transparency  than most due to the professional relaAonship of the  connecAons, be authenAc  •  Build your profile to the fullest capacity‐ it will rank  high in Search   © 2009 Spring Creek Group,  Content Rights Reserved 

Other Social Media Channels and Tools to  Explore and Play With  Some of these may work for some people and not others.  It’s all personal preference.  •  Slideshare.net  •  Flickr.com  •  Biznik.com  •  Ning.com  •  Wetpaint.com  •  Naymz.com  •  Google Proﬁle  •  Google Alerts  •  Tweet Deck  © 2009 Spring Creek Group,  Content Rights Reserved  Page 57 

Thank You.  1700 Westlake Avenue North  Suite 410  Seale, WA 98109   p: 206.453.1120   |   w: www.SpringCreekGroup.com  …or Join / Follow / Read at…! http://tinyurl.com/SCG-FB http://www.twitter.com/SpringCreekGrp http://www.SpringCreekGroup.com/blog September 4, 2009 Page 58 © 2009 Spring Creek Group,  Content Rights Reserved 

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