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Social Media Marketing

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David Erickson & Blois Olson of Tunheim Partners discussed social media and conversational marketing at the University Of Minnesota Communicators Forum on March 17, 2009.

David Erickson & Blois Olson of Tunheim Partners discussed social media and conversational marketing at the University Of Minnesota Communicators Forum on March 17, 2009.


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  • 1. Message + Medium + Mission: Social Media Marketing 03/17/09 Tunheim.com
  • 2. 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.
  • 3. Is Traditional Media Still Important
    • Yes
    • Still “primes the pipe.”
    • Traditional reporters still add authority.
    • Traditional media is increasingly becoming social media.
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. Technographics Forrester Research
  • 10. Social Media
    • Friends lists
    • Status updates
    • Comments
    • Uploading/sharing/customizing content
    • Liking/Tagging/Rating/Reviewing
    • Peer-to-peer influence
    • Word of Mouth on Steroids
  • 11. Social Media Examples
    • Blogs
    • Second Life
    • Facebook/MySpace/LinkedIn
    • Twitter
    • YouTube
    • Flickr
    • Digg/Delicious
    • Wikipedia
  • 12. 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
  • 13. 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
  • 14. Effective Social Media Use
    • Empowerment
    • Engagement
    • Relationships
  • 15.
    • Go to your audience
    • Be compelling
    • Be relevant
    • Be a resource
  • 16.
    • Identify enthusiasts
    • Encourage audience to become resources
      • eBay forums
    • Help them tell your story
    • Does your message have value?
  • 17.
    • First person
    • Converse, don’t broadcast
    • Become a forum
    • Be trustworthy
    • Provide expertise
  • 18. 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
  • 19. Virtual Worlds (Second Life)
  • 20. Not Your Children’s Facebook Anymore
  • 21. 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”
  • 22. Social Network Sites
  • 23. Facebook Example: U of M
  • 24. Facebook “Causes”
    • Facebook Application
    • 26.8M daily active users
    • Leverages networks/communities of interests
    • Allows direct (& immediate) donation
  • 25. DIY Social Network Sites: ning.com
  • 26. 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
  • 27. Twitter (microblogging)
  • 28. 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
  • 29. Online Video Use
  • 30. 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
  • 31. Online Video Activities
  • 32. Video and Photo Communities
  • 33. Communities of information
    • Digg – Social news
    • Delicious.com – Social bookmarking
  • 34. 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)
  • 35. Wiki’s: OpenPlans.org
  • 36. 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
  • 37. Old(-ish) Media -Viral Content
    • Web pages
    • Email
    • Contests (New Media Too!)
    • Via Email
  • 38. New Media - Viral Content
    • Social media
    • Videos & photos
    • Blogs
    • Podcasts
    • Contests
    • Games
    • Email
  • 39. 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).
  • 40. 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
  • 41. Contact
    • Web
      • Tunheim.com
      • e-Strategy.com
      • e-StrategyBlog.com
      • SlideShare.net/TunheimPartners
    • Email
      • [email_address]
      • [email_address]
    • Phone
      • 952-851-1600