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Why Social Media?

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Todd's PodCamp Boston 4 Presentation

Todd's PodCamp Boston 4 Presentation

Published in: Business, Technology

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  • 1. Why Social Media? Social Media for the Slightly Skeptical ToddVan Hoosear #pcb4 @vanhoosear vanhoosear@gmail.com http://vanhoosear.com/
  • 2. Cue music… Are you a believer? Why? Flickr credit: oceandesetoiles
  • 3. I have been… But let me play the skeptic for a little while… Flickr credit: Jason Permenter
  • 4. Here’s the good news: 99% of 18- to 24-year-olds have social media profiles Flickr credit: glenn~
  • 5. Bad news? Only 22% use Twitter And those who do mostly follow friends, family and celebrities… Only 29% of that 22% (that’s 6%) follow companies Source: Participatory Media Network, May, 2009
  • 6. Nearly 90 percent of U.S. adults prefer dealing with people face-to- face, not through high-tech ways 70% of adults still haven’t heard of Twitter Source: Brightkite & GfK Retail and Technology, June, 2009
  • 7. 8 in 10 businesses have concerns regarding social media 51% of executives worry that social media reduces employee productivity 49% believe that these platforms could harm company reputation Source: Russell Herder and Ethos Business Law, August, 2009
  • 8. And you know what? Maybe they’re right!
  • 9. Here’s the kicker though… It’s not just bad for your company… But also your relationships! Source: University of Guelph in Canada, August, 2009
  • 10. So what’s a responsible professional to do? 1. Understand the new rules 2. Lay out the objections and address (or ignore) them 3. Tie social media activities to your business/professional goals 4. Pick the strategies, platforms and tactics accordingly 5. Set your benchmarks, and measure your progress
  • 11. So what’s a responsible professional to do? 1. Understand the new rules
  • 12. The New Rules of Marketing & PR
  • 13. The New Rules of Marketing & PR
  • 14. The New Rules of Marketing & PR
  • 15. The New Rules of Marketing & PR
  • 16. The New Rules of Marketing & PR
  • 17. The New Rules of Marketing & PR
  • 18. The New Rules of Marketing & PR
  • 19. The New Rules of Marketing & PR
  • 20. The New Rules of Marketing & PR
  • 21. The new reality…  (Nearly) everything’s real-time  (Nearly) everything’s online  (Nearly) everyone’s a marketer  (Nearly) everything’s outsourced  (Nearly) everyone’s a freelancer  (Nearly) everything’s measurable  (Nearly) everything’s cheap or free
  • 22. So what’s a responsible professional to do? 1. Understand the new rules 2. Lay out the objections and address (or ignore) them
  • 23. Address the Objections 10 popular objections to social media 1. I suffer from information overload already. 2. So much of what's discussed online is meaningless.These forms of communication are shallow and make us dumber. We have real work to do! 3. I don't have the time to contribute and moderate, it looks like it takes a lot of time and energy. 4. Our customers don't use this stuff, the learning curve limits its usefulness to geeks. 5. Communicators [bloggers, tweeters] are so fickle, better to stay unengaged than risk random brand damage.We don't want hostile comments left about us on any forum we've legitimized. Source: Marshall Kirkpatrick’s “ReadWriteWeb”
  • 24. Address the Objections 10 popular objections to social media 6. Traditional media and audiences are still bigger, we'll do new stuff when they do. 7. Upper management won't support it/dedicate resources for it. 8. These startups can't offer meaningful security, they may not even be around in a year - I'll wait until Google or our enterprise software vendor starts offering this kind of functionality. 9. There are so many tools that are similar, I can't tell where to invest my time so I don't use any of it at all. 10. That stuff's fine for sexy brands, but we sell [insert boring B2B brand] and are known for stability more than chasing the flavor- of-the-month.We're doing just fine with the tools we've got, thanks. Source: Marshall Kirkpatrick’s “ReadWriteWeb”
  • 25. Why should your company care? Social media is reinventing traditional marketing  It’s being used in campaigns by companies big and small… http://www.youtube.com/watch?v=heSudg-tfIk
  • 26. Why should your company care? Social media is not just for marketing anymore  It’s being used for research, product development, customer service and many other areas… http://www.youtube.com/watch?v=MpIOClX1jPE
  • 27. Why should your company care? Social media adoption is increasing
  • 28. Why should your company care? Your competitors are doing it (but possibly not well, yet)  Opportunity for thought leadership
  • 29. Why should your company care? Your employees are (probably) doing it
  • 30. Why should your company care? Your key reporters, editors and analysts are doing it
  • 31. Why should your company care? It’s Measurable
  • 32. Okay, we care! Now what?  Learn the basics  Know a blog from a wiki, an RSS feed from a tag cloud, a podcast from a vlog, social networking from social bookmarking (don’t worry, we’ll help you)  Start small, but think big!  The little things can make a big difference  Add an RSS feed for your press room  Add tags and social bookmarking to your press releases  Read and comment on a blog or two  Understand the significant implications of social media for your industry, your company, your customers and your job…
  • 33. So what’s a responsible professional to do? 1. Understand the new rules 2. Lay out the objections and address (or ignore) them 3. Tie social media activities to your business/professional goals
  • 34. So what’s a responsible professional to do? 1. Understand the new rules 2. Lay out the objections and address (or ignore) them 3. Tie social media activities to your business/professional goals 4. Pick the strategies, platforms and tactics accordingly
  • 35. So what’s a responsible professional to do? 1. Understand the new rules 2. Lay out the objections and address (or ignore) them 3. Tie social media activities to your business/professional goals 4. Pick the strategies, platforms and tactics accordingly 5. Set your benchmarks, and measure your progress
  • 36. ThankYou! ToddVan Hoosear vanhoosear@gmail.com 617-326-3211 - @vanhoosear www.vanhoosear.com

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