Why Social Media?
Social Media for the Slightly Skeptical
ToddVan Hoosear #pcb4 @vanhoosear
vanhoosear@gmail.com http://va...
Cue music…
Are you a believer?
Why?
Flickr credit: oceandesetoiles
I have been…
But let me play
the skeptic for a
little while…
Flickr credit: Jason Permenter
Here’s the good news:
99% of 18- to 24-year-olds
have social media profiles
Flickr credit: glenn~
Bad news?
Only 22% use Twitter
And those who do mostly follow
friends, family and celebrities…
Only 29% of that 22% (that’...
Nearly 90 percent of U.S. adults
prefer dealing with people face-to-
face, not through high-tech ways
70% of adults still ...
8 in 10 businesses have concerns
regarding social media
51% of executives worry that social
media reduces employee product...
And you know what?
Maybe they’re right!
Here’s the kicker though…
It’s not just bad for your company…
But also your relationships!
Source: University of Guelph in...
So what’s a responsible professional to do?
1. Understand the new rules
2. Lay out the objections and address (or
ignore) ...
So what’s a responsible professional to do?
1. Understand the new rules
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The new reality…
 (Nearly) everything’s real-time
 (Nearly) everything’s online
 (Nearly) everyone’s a marketer
 (Near...
So what’s a responsible professional to do?
1. Understand the new rules
2. Lay out the objections and address (or
ignore) ...
Address the Objections
10 popular objections to social media
1. I suffer from information overload already.
2. So much of ...
Address the Objections
10 popular objections to social media
6. Traditional media and audiences are still bigger, we'll do...
Why should your company care?
Social media is reinventing traditional marketing
 It’s being used in campaigns by companie...
Why should your company care?
Social media is not just for
marketing anymore
 It’s being used for research,
product devel...
Why should your company care?
Social media adoption is increasing
Why should your company care?
Your competitors are doing it (but possibly not well, yet)
 Opportunity for thought leaders...
Why should your company care?
Your employees are (probably) doing it
Why should your company care?
Your key reporters, editors and analysts are doing it
Why should your company care?
It’s Measurable
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...
So what’s a responsible professional to do?
1. Understand the new rules
2. Lay out the objections and address (or
ignore) ...
So what’s a responsible professional to do?
1. Understand the new rules
2. Lay out the objections and address (or
ignore) ...
So what’s a responsible professional to do?
1. Understand the new rules
2. Lay out the objections and address (or
ignore) ...
ThankYou!
ToddVan Hoosear
vanhoosear@gmail.com
617-326-3211 - @vanhoosear
www.vanhoosear.com
Why Social Media?
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Why Social Media?

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Why Social Media?

  1. 1. Why Social Media? Social Media for the Slightly Skeptical ToddVan Hoosear #pcb4 @vanhoosear vanhoosear@gmail.com http://vanhoosear.com/
  2. 2. Cue music… Are you a believer? Why? Flickr credit: oceandesetoiles
  3. 3. I have been… But let me play the skeptic for a little while… Flickr credit: Jason Permenter
  4. 4. Here’s the good news: 99% of 18- to 24-year-olds have social media profiles Flickr credit: glenn~
  5. 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. 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. 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. 8. And you know what? Maybe they’re right!
  9. 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. 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. 11. So what’s a responsible professional to do? 1. Understand the new rules
  12. 12. The New Rules of Marketing & PR
  13. 13. The New Rules of Marketing & PR
  14. 14. The New Rules of Marketing & PR
  15. 15. The New Rules of Marketing & PR
  16. 16. The New Rules of Marketing & PR
  17. 17. The New Rules of Marketing & PR
  18. 18. The New Rules of Marketing & PR
  19. 19. The New Rules of Marketing & PR
  20. 20. The New Rules of Marketing & PR
  21. 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. 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. 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. 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. 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. 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. 27. Why should your company care? Social media adoption is increasing
  28. 28. Why should your company care? Your competitors are doing it (but possibly not well, yet)  Opportunity for thought leadership
  29. 29. Why should your company care? Your employees are (probably) doing it
  30. 30. Why should your company care? Your key reporters, editors and analysts are doing it
  31. 31. Why should your company care? It’s Measurable
  32. 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. 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. 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. 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. 36. ThankYou! ToddVan Hoosear vanhoosear@gmail.com 617-326-3211 - @vanhoosear www.vanhoosear.com
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