Using social media to shoot for the stars Tyler Willis Involver

Agenda Why is social media interesting? What are our reservations? What is social media? A history of social media Deciding what strategy is right for you Case Studies

Why is social media interesting?

What are our reservations?

What is social media?

A history of social media

Deciding what strategy is right for you

Case Studies

Agenda Why is social media interesting? What are our reservations? What is social media? A history of social media Deciding what strategy is right for you Case Studies

Why is social media interesting?

What are our reservations?

What is social media?

A history of social media

Deciding what strategy is right for you

Case Studies

Why are we here?

Why are we here? Attention

Social Media Stats

Social Media Stats Facebook has 300 million active users

Facebook has 300 million active users

Social Media Stats Facebook has 300 million active users, each with an average of 130 friends.

Facebook has 300 million active users, each with an average of 130 friends.

Social Media Stats Facebook has 300 million active users, each with an average of 130 friends. 50% login daily

Facebook has 300 million active users, each with an average of 130 friends.

50% login daily

Social Media Stats Facebook has 300 million active users, each with an average of 130 friends. 50% login daily, spending a total of 6 billion minutes on FB per day.

Facebook has 300 million active users, each with an average of 130 friends.

50% login daily, spending a total of 6 billion minutes on FB per day.

Social Media Stats Facebook has 300 million active users, each with an average of 130 friends. 50% login daily, spending a total of 6 billion minutes on FB per day. 3 million events are created monthly

Facebook has 300 million active users, each with an average of 130 friends.

50% login daily, spending a total of 6 billion minutes on FB per day.

3 million events are created monthly

Social Media Stats Facebook has 300 million active users, each with an average of 130 friends. 50% login daily, spending a total of 6 billion minutes on FB per day. 3 million events are created monthly, 1.2 billion status updates are created.

Facebook has 300 million active users, each with an average of 130 friends.

50% login daily, spending a total of 6 billion minutes on FB per day.

3 million events are created monthly, 1.2 billion status updates are created.

and that's just one network

the audience is there

the conversations are happening

your voice should be a part of it.

Agenda Why is social media interesting? What are our reservations? What is social media? A history of social media Deciding what strategy is right for you Case Studies

Why is social media interesting?

What are our reservations?

What is social media?

A history of social media

Deciding what strategy is right for you

Case Studies

So, what are we afraid of?

Control

Control People could write bad things.

People could write bad things.

Control People could write bad things. We're scared of negative sentiment online because it's permanently stored and accessible.

People could write bad things.

We're scared of negative sentiment online because it's permanently stored and accessible.

these are legitimate fears

People could write bad things

People could write bad things People are 2x more likely to write something positive as they are something negative. (eMarketer)

People are 2x more likely to write something positive as they are something negative. (eMarketer)

People could write bad reviews

Negative sentiment online is permanent

Negative sentiment online is permanent Can we reframe that?

Can we reframe that?

Positive sentiment online is permanent

Positive sentiment online is permanent Positive statements are permanent and sharable.

Positive statements are permanent and sharable.

Positive sentiment online is permanent Positive statements are permanent, sharable and re-usable.

Positive statements are permanent, sharable and re-usable.

Positive sentiment online is permanent Positive statements are permanent, sharable and re-usable. And... People are 2x more likely to write something positive as they are something negative.

Positive statements are permanent, sharable and re-usable.

And...

People are 2x more likely to write something positive as they are something negative.

Other Fears Time Sink

Time Sink

Other Fears Time Sink No ROI

Time Sink

No ROI

Other Fears Time Sink No ROI No Measurement

Time Sink

No ROI

No Measurement

Other Fears Time Sink No ROI No Measurement Which network is effective?

Time Sink

No ROI

No Measurement

Which network is effective?

Phew! Now's a good time to take a breath.

Now's a good time to take a breath.

Agenda Why is social media interesting? What are our reservations? What is social media? A history of social media Deciding what strategy is right for you Case Studies

Why is social media interesting?

What are our reservations?

What is social media?

A history of social media

Deciding what strategy is right for you

Case Studies

Define Social Media

Define Social Media Conversations used to be fleeting and one-to-one.

Conversations used to be fleeting and one-to-one.

Define Social Media Conversations used to be fleeting and one-to-one. Now they are stored online and are usually one-to-many.

Conversations used to be fleeting and one-to-one.

Now they are stored online and are usually one-to-many.

Define Social Media Conversations used to be fleeting and one-to-one. Now they are stored online and are usually one-to-many. These conversations and platforms comprise social media

Conversations used to be fleeting and one-to-one.

Now they are stored online and are usually one-to-many.

These conversations and platforms comprise social media

Agenda Why is social media interesting? What are our reservations? What is social media? A history of social media Deciding what strategy is right for you Case Studies

Why is social media interesting?

What are our reservations?

What is social media?

A history of social media

Deciding what strategy is right for you

Case Studies

Social Media History Social conversations are one-to-many.

Social conversations are one-to-many.

Social Media History Social conversations are one-to-many. So that makes us all broadcasters.

Social conversations are one-to-many.

So that makes us all broadcasters.

Social Media History Social conversations are one-to-many. So that makes us all broadcasters. How did that happen?

Social conversations are one-to-many.

So that makes us all broadcasters.

Social Media History 1400s - Printing Press 1710s - Typewriter 1980s - Personal Computers 1990s - Personal Websites 1999 - Blogger 2002 - Friendster 2003 - Myspace 2004 - Facebook 2005 - Youtube

1400s - Printing Press

1710s - Typewriter

1980s - Personal Computers

1990s - Personal Websites

1999 - Blogger

2002 - Friendster

2003 - Myspace

2004 - Facebook

2005 - Youtube

http://bit.ly/jcmcbe Yelp

2005-2009

2005 Friendster had come and gone. Myspace was popular with teens and bands. Blogs were popular with writers, corporations, and personal branding experts. Youtube is founded, is popular with communities, vloggers, and comedy filmakers.

Friendster had come and gone.

Myspace was popular with teens and bands.

Blogs were popular with writers, corporations, and personal branding experts.

Youtube is founded, is popular with communities, vloggers, and comedy filmakers.

2006 Youtube becomes popular Google buys Youtube Time person of the year = YOU Yelp starts challenging citysearch in SF/NYC. Facebook opens up to anyone with an email address Twitter is launched

Youtube becomes popular

Google buys Youtube

Time person of the year = YOU

Yelp starts challenging citysearch in SF/NYC.

Facebook opens up to anyone with an email address

Twitter is launched

2007 Twitter starts getting popular with tech insiders and musicians at SXSW. Facebook is seeing exponential growth from all demographics in the US. MSFT invests. Myspace dominates entertainment is the largest social network

Twitter starts getting popular with tech insiders and musicians at SXSW.

Facebook is seeing exponential growth from all demographics in the US. MSFT invests.

Myspace dominates entertainment is the largest social network

2008 Facebook overtakes Myspace in attention captured. Facebook hits 100M users/mo Twitter goes mainstream with Obama, Shaq, Kutcher, + more. Twitter starts getting attention as a breaking news outlet. Yelp starts attracting as many uniques as citysearch.

Facebook overtakes Myspace in attention captured.

Facebook hits 100M users/mo

Twitter goes mainstream with Obama, Shaq, Kutcher, + more.

Twitter starts getting attention as a breaking news outlet.

Yelp starts attracting as many uniques as citysearch.

2009 Facebook becomes largest US social networks. Facebook hits 300M users/mo Facebook Pages become standard for companies. Twitter grows to 18M users/mo Yelp passes citysearch in pageviews, visits, and uniques.

Facebook becomes largest US social networks.

Facebook hits 300M users/mo

Facebook Pages become standard for companies.

Twitter grows to 18M users/mo

Yelp passes citysearch in pageviews, visits, and uniques.

Story Facebook killed Myspace, Myspace killed Friendster, and other lies you've been told.

Facebook killed Myspace, Myspace killed Friendster,

and other lies you've been told.

Verticals Myspace was popular with teens and bands. Blogs were popular with writers, corporations, and personal branding experts. Youtube is founded, is popular with communities, vloggers, and comedy filmakers.

Myspace was popular with teens and bands.

Blogs were popular with writers, corporations, and personal branding experts.

Youtube is founded, is popular with communities, vloggers, and comedy filmakers.

Verticals 4. Twitter starts getting popular with tech insiders and musicians at SXSW.

4. Twitter starts getting popular with tech insiders and musicians at SXSW.

Why is social media interesting? What are our reservations? What is social media? A history of social media Deciding what strategy is right for you Case Studies

Why is social media interesting?

What are our reservations?

What is social media?

A history of social media

Deciding what strategy is right for you

Case Studies

Personalized Strategy Success is dependent on proper engagement

Success is dependent on proper engagement

Personalized Strategy Success is dependent on proper engagement on the right channels .

Success is dependent on proper engagement on the right channels .

engagement means increasing the frequency and quality of interactions

to create more relationships and a good reputation

Engagement What does your audience want from you?

What does your audience want from you?

Engagement Deliver that in every interaction

social channels

Channels There are thousands of places where you can invest your effort

There are thousands of places where you can invest your effort

Channels There are thousands of places where you can invest your effort, to succed you must properly plan

There are thousands of places where you can invest your effort, to succed you must properly plan

Channels Ask Yourself: What are my goals?

Ask Yourself:

What are my goals?

Channels Ask Yourself: What are my goals? What results drive that?

Ask Yourself:

What are my goals?

What results drive that?

Channels Ask Yourself: What are my goals? What results drive that? Where is my audience?

Ask Yourself:

What are my goals?

What results drive that?

Where is my audience?

Channels Ask Yourself: What are my goals? What results drive that? Where is my audience? How will I measure success?

Ask Yourself:

What are my goals?

What results drive that?

Where is my audience?

How will I measure success?

Why is social media interesting? What are our reservations? What is social media? A history of social media Deciding what strategy is right for you Case Studies

Why is social media interesting?

What are our reservations?

What is social media?

A history of social media

Deciding what strategy is right for you

Case Studies

there are 3 types of channels

emerging

high-growth

stable

Resources/References http://www.slideshare.net/ischafer/social-media-is-mature-no-its-not-2055062 http://www.searchenginejournal.com/measuring-social-media-marketing-its-easier-than-you-think/5397/ www.ipnonline.net http://www.af.mil/shared/media/document/AFD-090406-036.pdf www.meetup.com -- www.ning.com

http://www.slideshare.net/ischafer/social-media-is-mature-no-its-not-2055062

http://www.searchenginejournal.com/measuring-social-media-marketing-its-easier-than-you-think/5397/

www.ipnonline.net

http://www.af.mil/shared/media/document/AFD-090406-036.pdf

www.meetup.com -- www.ning.com

Connect Tyler Willis [email_address] www.tylerwillis.net twitter.com/tylerwillis facebook.com/tylerwillis

Tyler Willis

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