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