E&Y Social Media 101 Class -- 12-03-09
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E&Y Social Media 101 Class -- 12-03-09

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This is a presentation I delivered for a group of marketing managers from Ernst & Young on December 3, 2009. These managers are based in the western US and focus primarily on E&Y's Entrepreneur of ...

This is a presentation I delivered for a group of marketing managers from Ernst & Young on December 3, 2009. These managers are based in the western US and focus primarily on E&Y's Entrepreneur of the Year program.

The presentation covers the basics of social media, stats on leading tools and recommendations for ramping up social media activities individually and for the Entrepreneur of the Year team.

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E&Y Social Media 101 Class -- 12-03-09 E&Y Social Media 101 Class -- 12-03-09 Presentation Transcript

  • December 3, 2009
    Social Media 101
  • Overview
    What is social media?
    Why do I care?
    Some interesting social media stats
    E&Y social media sites
    Recommendations and hands-on
  • What is Social Media?
    “Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.”
    From Wikipedia.org
  • What is Social Media?
    Social media encompasses various forms of user-generated content and the collection of websites, applications and tools that enable people to interact and share information online:
    Online forums and discussion groups
    Blogs (Wordpress, Twitter)
    Social networking sites (Facebook, LinkedIn)
    Social bookmarking sites (Digg, Delicious)
    Video sharing sites (YouTube)
    Photo sharing sites (Flickr)
    User reviews (Amazon, Yelp)
    Crowdsourcing (Wikipedia)
  • What is Social Media?
    Other definitions:
    Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other
    Social Media is the collection of tools and online spaces available to help individuals and businesses to accelerate their information and communication needs
    Word-of-mouth marketing (WOMM)
  • What is Social Media?
  • What is Social Networking?
  • What is Social Media?
    Commoncraft Plain English Videos:
    Social Media http://www.youtube.com/watch?v=MpIOClX1jPE
    Social Networking http://www.youtube.com/watch?v=6a_KF7TYKVc
    Twitter http://www.youtube.com/watch?v=ddO9idmax0o
    Social Bookmarking http://www.youtube.com/watch?v=x66lV7GOcNU
    Blogs http://www.youtube.com/watch?v=NN2I1pWXjXI
  • Why Should I Care? Because…
    3 out of 4 Americans use social technology
    2/3 of the global internet population visits social networks
    Visiting social media sites is 4th most popular online activity – ahead of personal email
    Time spent on social networks is growing at 3x overall internet rate
    Social media is democratizing communications
    93% of social media users believe a company should have a presence in social media
  • Why Should I Care?
    6 of top 10 ranked websites are social media related
    From www.urlfanx.com/site/top_100/100.html
  • Resistance to Social Media is Futile
    Millions of people are creating content
    Your competitors are already there
    Your customers and prospects have been there a long time
  • Key Social Media Tools
  • LinkedIn Stats
    http://advertising.linkedin.com/audience/
  • Twitter Stats
    19% of internet users say they use Twitter
    Millions of Twitter users
    > 28 million visits to Twitter.com per month (US)
    > 3 million tweets per day
    Median age of users is 31
    Most popular word in English language in 2009
  • Facebook Stats
    > 300 million members, 50% of active users log on each day
    Average user has 130 friends
    > 8 billion minutes spent on Facebook each day (global)
    > 2 billion photos added each month
    > 14 million videos added each month
    > 2 billion pieces of content shared each week
    Median age is 33
    Fastest growing demographic is > 35 years old
  • YouTube Stats
    > 78 million access YouTube per month (US)
    5th ranked website
    13 hours – of video uploaded every minute
    412 years – years it would take to watch every video
    100,000,000 – # of videos viewed per day
  • Slideshare Stats
    Largest community for sharing presentations and documents
    23 million monthly visitors
    60 million monthly page views
    Highly educated and affluent
    62% have college degree
    25% earn more than $100,000 per year
    64% is > 35 years old
  • Social Media is Not Another Channel
    Social media is:
    Public relations
    Customer service
    Loyalty building
    Collaboration
    Networking
    Thought leadership
  • Social Media Functions to Tools
  • Social Media Tools Priority & Effort
  • It’s About Conversation
    Stop thinking “campaigns”
    Start thinking “conversations”
  • 4 Rules to Remember
    Listen
    Engage
    Be transparent
    Measure
  • How Do You Listen?
    Google search
    Google blog search
    Twitter search
    LinkedIn groups
  • E&Y on LinkedIn
    http://www.linkedin.com/groups?gid=54039&trk=anetsrch_name&goback=.gdr_1259007896729_1
    http://www.linkedin.com/groups?gid=47027&trk=anetsrch_name&goback=.gdr_1259007896729_1
  • E&Y on Twitter
    http://twitter.com/Ernst_and_Young
    http://twitter.com/EYnews
  • E&Y on Facebook
    http://www.facebook.com/ernstandyoungcareers
  • E&Y on YouTube
    http://www.youtube.com/ernstandyoungglobal
  • E&Y on Wikipedia
    http://en.wikipedia.org/wiki/Ernst_%26_Young
  • Recommendations
    Individuals
    Get on LinkedIn ASAP and start building your network
    Beef up your LinkedIn profile with 5 Tips (next slide)
    Join several LinkedIn Groups and start participating
    Use social media to find entrepreneurs and network
  • 5 Simple Tips for LinkedIn
  • Entrepreneurs on LinkedIn
    http://www.linkedin.com/groups?gid=2877&trk=anetsrch_name&goback=.gdr_1259619697981_1
  • Social Media Guidelines
    Integrity - Avoid writing or posting anything that would embarrass your company or compromise your ability to do your job
    Professional and Personal - Assume that your professional life and your personal life will merge online regardless of your care in separating them.
    Privacy - Even if you use privacy tools (determining who can view your page or profile, for instance), assume that everything you write, exchange or receive on a social media site is public.
    Partisan expressions -  Just as political bumper stickers and lawn signs are to be avoided in the offline world, so too are partisan expressions online
    http://latimesblogs.latimes.com/readers/2009/11/updated-social-media-guidelines.html
  • Recommendations to Consider
    Entrepreneur of the Year Team
    Start up a blog to disseminate information
    Set up a LinkedIn Group to promote and discuss the program
    Set up a Twitter account to listen, find entrepreneurs and send out updates
    Set up Slideshare account to post and share information
    Set up a Facebook Fan page to attract and inform people about Entrepreneur of the Year
    http://www.ey.com/US/en/About-us/Entrepreneur-Of-The-Year/US_EOY_Regional_Programs_Overview
  • Questions?
    Tom Humbarger contact info:
    Blog – http://tomhumbarger.wordpress.com
    Twitter – http://twitter.com/tomhumbarger
    LinkedIn – http://www.linkedin.com/in/tomhumbarger
    Email – thumbarger@yahoo.com