Social Media Marketing

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

2 comments

Comments 1 - 2 of 2 previous next Post a comment

Post a comment
Embed Video
Edit your comment Cancel

5 Favorites

Social Media Marketing - Presentation Transcript

  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
    • 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?
    • First person
    • Converse, don’t broadcast
    • Become a forum
    • Be trustworthy
    • Provide expertise
  15. 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
  16. Virtual Worlds (Second Life)
  17. Not Your Children’s Facebook Anymore
  18. 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”
  19. Social Network Sites
  20. Facebook Example: U of M
  21. Facebook “Causes”
    • Facebook Application
    • 26.8M daily active users
    • Leverages networks/communities of interests
    • Allows direct (& immediate) donation
  22. DIY Social Network Sites: ning.com
  23. 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
  24. Twitter (microblogging)
  25. 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
  26. Online Video Use
  27. 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
  28. Online Video Activities
  29. Video and Photo Communities
  30. Communities of information
    • Digg – Social news
    • Delicious.com – Social bookmarking
  31. 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)
  32. Wiki’s: OpenPlans.org
  33. 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
  34. Old(-ish) Media -Viral Content
    • Web pages
    • Email
    • Contests (New Media Too!)
    • Via Email
  35. New Media - Viral Content
    • Social media
    • Videos & photos
    • Blogs
    • Podcasts
    • Contests
    • Games
    • Email
  36. 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).
  37. 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
  38. Contact
    • Web
      • Tunheim.com
      • e-Strategy.com
      • e-StrategyBlog.com
      • SlideShare.net/TunheimPartners
    • Email
      • [email_address]
      • [email_address]
    • Phone
      • 952-851-1600

+ Tunheim PartnersTunheim Partners, 8 months ago

custom

600 views, 5 favs, 0 embeds more stats

David Erickson & Blois Olson of Tunheim Partners di more

More info about this document

© All Rights Reserved

Go to text version

  • Total Views 600
    • 600 on SlideShare
    • 0 from embeds
  • Comments 2
  • Favorites 5
  • Downloads 0
Most viewed embeds

more

All embeds

less

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

Cancel
File a copyright complaint
Having problems? Go to our helpdesk?

Categories