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Why Social Media?

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Todd's PodCamp Boston 4 Presentation

Todd's PodCamp Boston 4 Presentation

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  • 1. Why Social Media?
    Social Media for the Slightly SkepticalTodd Van Hoosear #pcb4 @vanhoosear vanhoosear@gmail.comhttp://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 TwitterAnd 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 ways70% 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 media51% of executives worry that social media reduces employee productivity49% believe that these platforms could harm company reputation
    Source: Russell Herder and Ethos Business Law, August, 2009
  • 8.
  • 9. And you know what? Maybe they’re right!
  • 10. 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
  • 11. So what’s a responsible professional to do?
    Understand the new rules
    Lay out the objections and address (or ignore) them
    Tie social media activities to your business/professional goals
    Pick the strategies, platforms and tactics accordingly
    Set your benchmarks, and measure your progress
  • 12. So what’s a responsible professional to do?
    Understand the new rules
  • 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 Rules of Marketing & PR
  • 22. 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
  • 23. So what’s a responsible professional to do?
    Understand the new rules
    Lay out the objections and address (or ignore) them
  • 24. Address the Objections10 popular objections to social media
    I suffer from information overload already.
    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!
    I don't have the time to contribute and moderate, it looks like it takes a lot of time and energy.
    Our customers don't use this stuff, the learning curve limits its usefulness to geeks.
    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”
  • 25. Address the Objections10 popular objections to social media
    Traditional media and audiences are still bigger, we'll do new stuff when they do.
    Upper management won't support it/dedicate resources for it.
    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.
    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.
    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”
  • 26. 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
  • 27. 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
  • 28. Why should your company care?
    Social media adoption is increasing
  • 29. Why should your company care?
    Your competitors are doing it (but possibly not well, yet)
    Opportunity for thought leadership
  • 30. Why should your company care?
    Your employees are (probably) doing it
  • 31. Why should your company care?
    Your key reporters, editors and analysts are doing it
  • 32. Why should your company care?
    It’s Measurable
  • 33. 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…
  • 34. So what’s a responsible professional to do?
    Understand the new rules
    Lay out the objections and address (or ignore) them
    Tie social media activities to your business/professional goals
  • 35. So what’s a responsible professional to do?
    Understand the new rules
    Lay out the objections and address (or ignore) them
    Tie social media activities to your business/professional goals
    Pick the strategies, platforms and tactics accordingly
  • 36. So what’s a responsible professional to do?
    Understand the new rules
    Lay out the objections and address (or ignore) them
    Tie social media activities to your business/professional goals
    Pick the strategies, platforms and tactics accordingly
    Set your benchmarks, and measure your progress
  • 37. Thank You!
    Todd Van Hoosearvanhoosear@gmail.com617-326-3211 - @vanhoosear www.vanhoosear.com