Message + Medium + Mission: Social Media Marketing 03/17/09 Tunheim.com

Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution – these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.

Well-regarded thinking and crisp execution –

these are the building blocks of Tunheim Partners.

Our clients turn to us to help them capitalize

on important communications opportunities.

We respond with insightful counsel and service

to help them achieve their objectives.

Is Traditional Media Still Important Yes Still “primes the pipe.” Traditional reporters still add authority. Traditional media is increasingly becoming social media.

Yes

Still “primes the pipe.”

Traditional reporters still add authority.

Traditional media is increasingly becoming social media.

Offline Media Use Continues To Change TV is for live events & breaking news Newspaper and magazine subscriptions continues to fall Radio use beginning to drop (iPod/iPhone?) The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future

TV is for live events & breaking news

Newspaper and magazine subscriptions continues to fall

Radio use beginning to drop (iPod/iPhone?)

Does Traditional Media Relations Still Work? Traditional is almost never enough Online no longer an after-thought Traditional works great in concert with social media Media relations means everyone Social media can drive traditional news Answer: Yes, But It’s Expanding Online

Traditional is almost never enough

Online no longer an after-thought

Traditional works great in concert with social media

Media relations means everyone

Social media can drive traditional news

Social = Spreading The Word Everyone has an opinion Opinions count. More than ever! No barrier to entry There are powerful conversations online Even small conversations are powerful Search is the great equalizer

Everyone has an opinion

Opinions count. More than ever!

No barrier to entry

There are powerful conversations online

Even small conversations are powerful

Search is the great equalizer

Life of a Gen X or Boomer Reads print Mobile phones for voice, not info Aggregate online information (iGoogle) Online use is not social Trust experts but rely on peer reviews When they create, they rate & review Personalized portals for news & financials Veracity of sources important Heavy email users The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future

Reads print

Mobile phones for voice, not info

Aggregate online information (iGoogle)

Online use is not social

Trust experts but rely on peer reviews

When they create, they rate & review

Personalized portals for news & financials

Veracity of sources important

Heavy email users

Life of a Millennial Some magazines, no newspapers No land-line On-demand TV Will pay for digital content Trust peers more than experts Veracity of source unimportant Community-centric Live with an audience Mobile lives TV for video games Want portable content Want to be heard (user generated) Text Messagers. Email for parents Expect video content The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project - USC Annenberg School--Center for the Digital Future

Some magazines, no newspapers

No land-line

On-demand TV

Will pay for digital content

Trust peers more than experts

Veracity of source unimportant

Community-centric

Live with an audience

Mobile lives

TV for video games

Want portable content

Want to be heard (user generated)

Text Messagers. Email for parents

Expect video content

Technographics Forrester Research

Social Media Friends lists Status updates Comments Uploading/sharing/customizing content Liking/Tagging/Rating/Reviewing Peer-to-peer influence Word of Mouth on Steroids

Friends lists

Status updates

Comments

Uploading/sharing/customizing content

Liking/Tagging/Rating/Reviewing

Peer-to-peer influence

Word of Mouth on Steroids

Social Media Examples Blogs Second Life Facebook/MySpace/LinkedIn Twitter YouTube Flickr Digg/Delicious Wikipedia

Blogs

Second Life

Facebook/MySpace/LinkedIn

Twitter

YouTube

Flickr

Digg/Delicious

Wikipedia

Key Online Performance Indicators Traditional Online Measurement Criteria: Donations Subscribes/Unsubscribes/Open Rate Form Submissions Page Views Visitors, Return Visitors Search Metrics (i.e. Google ranking) Media Mentions Materials Downloads

Traditional Online Measurement Criteria:

Donations

Subscribes/Unsubscribes/Open Rate

Form Submissions

Page Views

Visitors, Return Visitors

Search Metrics (i.e. Google ranking)

Media Mentions

Materials Downloads

Key Online Performance Indicators Future Online Measurement Criteria: Beyond direct convertibility Community membership Are you a valued member Is target audience joining your community? Feed subscriptions (blog, video, podcast, news, etc.) Highly rating your post, video, article, etc. Embedding widgets Sharing your message

Future Online Measurement Criteria:

Beyond direct convertibility

Community membership

Are you a valued member

Is target audience joining your community?

Feed subscriptions (blog, video, podcast, news, etc.)

Highly rating your post, video, article, etc.

Embedding widgets

Sharing your message

Effective Social Media Use Empowerment Engagement Relationships

Empowerment

Engagement

Relationships

Go to your audience Be compelling Be relevant Be a resource

Go to your audience

Be compelling

Be relevant

Be a resource

Identify enthusiasts Encourage audience to become resources eBay forums Help them tell your story Does your message have value?

Identify enthusiasts

Encourage audience to become resources

eBay forums

Help them tell your story

Does your message have value?

First person Converse, don’t broadcast Become a forum Be trustworthy Provide expertise

First person

Converse, don’t broadcast

Become a forum

Be trustworthy

Provide expertise

Blogs Original social media First person, comments Search engine positive Bloggers are highly influential Trusted Multiple channels You too can blog! Need passion, commitment & discretion Blogger relations

Original social media

First person, comments

Search engine positive

Bloggers are highly influential

Trusted

Multiple channels

You too can blog!

Need passion, commitment & discretion

Blogger relations

Virtual Worlds (Second Life)

Not Your Children’s Facebook Anymore

Social Network Sites Demographic targeting Brand reach through trusted sources Top of mind Identify passionate individuals & communities Encourage & participate in communities Mobilize Example: Facebook “Causes”

Demographic targeting

Brand reach through trusted sources

Top of mind

Identify passionate individuals & communities

Encourage & participate in communities

Mobilize

Example: Facebook “Causes”

Social Network Sites

Facebook Example: U of M

Facebook “Causes” Facebook Application 26.8M daily active users Leverages networks/communities of interests Allows direct (& immediate) donation

Facebook Application

26.8M daily active users

Leverages networks/communities of interests

Allows direct (& immediate) donation

DIY Social Network Sites: ning.com

Twitter (microblogging) Blogging, IM, texting & social networks Update using IM, text or web Microcontent: 140 characters Relationship building, bit by bit Content creators Useful for: Sentiment analysis – search.twitter.com Expert positioning Media/blogger/industry relations Event/Live Blogging

Blogging, IM, texting & social networks

Update using IM, text or web

Microcontent: 140 characters

Relationship building, bit by bit

Content creators

Useful for:

Sentiment analysis – search.twitter.com

Expert positioning

Media/blogger/industry relations

Event/Live Blogging

Twitter (microblogging)

Online Video: The Future is Now “The fact is that people don’t read anymore.” Steve Jobs: When asked why Apple did not include an eBook reader on the iPod or iPhone

“The fact is that people don’t read anymore.”

Steve Jobs: When asked why Apple did not include an eBook reader on the iPod or iPhone

Online Video Use

Video & Photo Communities YouTube (Video) and Flickr (Photos) Free Hosting Makes your multimedia easier to find Self selected audience Pictures tell stories Emotional impact Search Optimize & Tag Video is more viral than photos

YouTube (Video) and Flickr (Photos)

Free Hosting

Makes your multimedia easier to find

Self selected audience

Pictures tell stories

Emotional impact

Search Optimize & Tag

Video is more viral than photos

Online Video Activities

Video and Photo Communities

Communities of information Digg – Social news Delicious.com – Social bookmarking

Digg – Social news

Delicious.com – Social bookmarking

Wiki’s What is a wiki? A user-edited compilation of knowledge (Wikipedia, Etc.) Easy to edit – usually by anyone Allows branching of content (linking between wiki pages) Crowdsourcing & collaboration Your Own Wiki: Generate a knowledge base Planning and documenting Inter/Intra-organization communications Often requires a guide/facilitator & an editor-in-chief OpenPlans (www.openplans.org)

What is a wiki?

A user-edited compilation of knowledge (Wikipedia, Etc.)

Easy to edit – usually by anyone

Allows branching of content (linking between wiki pages)

Crowdsourcing & collaboration

Your Own Wiki:

Generate a knowledge base

Planning and documenting

Inter/Intra-organization communications

Often requires a guide/facilitator & an editor-in-chief

OpenPlans (www.openplans.org)

Wiki’s: OpenPlans.org

Search Engine Optimization (SEO) Optimize all online content: Web pages & blog posts Social media accounts Media releases Video, photos, etc. Title, Description & Tags Write for humans, then SEO Keyword Research google.com /insights/search freekeywords.wordtracker.com Link to your content

Optimize all online content:

Web pages & blog posts

Social media accounts

Media releases

Video, photos, etc.

Title, Description & Tags

Write for humans, then SEO

Keyword Research

google.com /insights/search

freekeywords.wordtracker.com

Link to your content

Old(-ish) Media -Viral Content Web pages Email Contests (New Media Too!) Via Email

Web pages

Email

Contests (New Media Too!)

Via Email

New Media - Viral Content Social media Videos & photos Blogs Podcasts Contests Games Email

Social media

Videos & photos

Blogs

Podcasts

Contests

Games

Email

U.S. Podcast Audience Total Podcast audiences are expected to increase 500 percent from 2006 to 2010 from 10 million to nearly 50 million - Marketing News July 15, 2006 (eMarketer Inc). Active Podcast audiences are also expected to increase 500 percent from 2006 to 2010 from 3 million to nearly 15 million - Marketing News July 15, 2006 (eMarketer Inc).

Total Podcast audiences are expected to increase 500 percent from 2006 to 2010 from 10 million to nearly 50 million

- Marketing News July 15, 2006 (eMarketer Inc).

Active Podcast audiences are also expected to increase 500 percent from 2006 to 2010 from 3 million to nearly 15 million

- Marketing News July 15, 2006 (eMarketer Inc).

Cell phones Talkative: 18 to 24 averaged 290 calls a month in 2007. Text crazy: 13- to 17-year-olds averaged 435 messages a month in 2007 45 to 54 years averaged 194 calls a month & sent only 57 text messages Millennials continually connecting throughout the day Text Messages are symbolic gestures of friendship – private conversations

Talkative: 18 to 24 averaged 290 calls a month in 2007.

Text crazy: 13- to 17-year-olds averaged 435 messages a month in 2007

45 to 54 years averaged 194 calls a month & sent only 57 text messages

Millennials continually connecting throughout the day

Text Messages are symbolic gestures of friendship – private conversations

Contact Web Tunheim.com e-Strategy.com e-StrategyBlog.com SlideShare.net/TunheimPartners Email [email_address] [email_address] Phone 952-851-1600

Web

Tunheim.com

e-Strategy.com

e-StrategyBlog.com

SlideShare.net/TunheimPartners

Email

[email_address]

[email_address]

Phone

952-851-1600