Social Media & Social Networks as Online Marketing Tools


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Bill Balderaz, founder of Webbed Marketing, talks about new trends in Social Media and how to use Social Networks as Online Marketing Tools.

What is a Social Network, Why Social Networks Matter, Trends in Social Networking, Facebook, Twitter, Second Life, YouTube, Your social media presence

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  • Social Media & Social Networks as Online Marketing Tools

    1. 1. Social Networks as Online Marketing Tools: New Trends in Social Media Bill Balderaz Webbed Marketing
    2. 2. Teach a Man To Fish… <ul><li>Sales—Give a man a fish </li></ul>
    3. 3. Teach a Man To Fish… <ul><li>Marketing—Teach a man to fish </li></ul>
    4. 4. Teach a Man To Fish… <ul><li>Social Media Marketing—Give a man a bass boat, 12 rods and reels, a case of beer and a free weekend. </li></ul>
    5. 5. Even the critics… <ul><li>I actually disagree in that bloggers want their seat at the table. ..I guess what’s wrong with it is that I find them stupid. They add nothing to the discourse. They’re written so someone can hear the sound of their own voice… </li></ul><ul><li>[T]hey’re here to stay. They’re not the future, they’re the present. Collectively, they’re a tremendous force, and they’re gonna be with us as they become the new form of media. </li></ul><ul><ul><li>Buzz Bisinger, Writer for Vanity Fair </li></ul></ul>
    6. 6. Agenda <ul><li>What is a Social Network? </li></ul><ul><li>Why Social Networks Matter </li></ul><ul><li>Trends in Social Networking </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Second Life </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><li>Your ( yes, your ) social media presence </li></ul>
    7. 7. What is a Social Network? <ul><li>An online meeting place for consumers and influencers </li></ul><ul><li>to create, </li></ul><ul><li>share and </li></ul><ul><li>interact with </li></ul><ul><li>content. </li></ul>
    8. 8. What is a Social Network? <ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>LinkedIn </li></ul><ul><li>Amazon </li></ul><ul><li>Technorati </li></ul><ul><li>Flickr </li></ul><ul><li>CitySearch </li></ul><ul><li>Wikihow </li></ul><ul><li>Wikipedia </li></ul><ul><li>Craigslist </li></ul><ul><li>Newsvine </li></ul><ul><li>Yahoo! Answers </li></ul><ul><li>Digg </li></ul><ul><li>Delicious </li></ul>
    9. 9. What is a Social Network? <ul><li>CGM—Consumer Generated Media </li></ul><ul><li>SMM—Social Media Marketing </li></ul><ul><li>WOM—Word of Mouth </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Buzz Marketing </li></ul>
    10. 10. What is a Social Network?
    11. 11. Why Social Networks Matter <ul><li>“ Search, as we know it, is dead… with the rise of social networking sites such as Facebook, MySpace, Twitter, Second Life, LinkedIn …the next generation of Web users may find what they want by using their social network rather than a search algorithm. After all, the people in your online social network should know you better than a mathematical equation, right?” --Glenn Derene </li></ul>
    12. 12. Why Social Networks Matter <ul><li>“ Consider how much information you voluntarily provide on your Facebook profile. Now imagine if you could combine that with your Netflix renting and Amazon buying habits. Then throw in the suggestions of your friends and the pages you visit the most often. ..just imagine how accurate a search could be if every time you had a query, the mass of data about you that exists on the Internet could inform the results.” --Glenn Derene </li></ul>
    13. 13. Why Social Networks Matter <ul><li>47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available; </li></ul><ul><li>45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products; </li></ul><ul><li>22% said they would read or write a product review on a blog. </li></ul>--BrandWeek
    14. 14. Why Social Networks Matter
    15. 15. Why Social Networks Matter
    16. 16. Why Social Networks Matter
    17. 17. Why Social Networks Matter
    18. 18. Why Social Networks Matter
    19. 19. Why Social Networks Matter
    20. 20. Why Social Networks Matter <ul><li>The most visited sites on the Internet: </li></ul><ul><ul><li>#3 MySpace </li></ul></ul><ul><ul><li>#4 YouTube </li></ul></ul><ul><ul><li>#5 Facebook </li></ul></ul><ul><ul><li>#7 Wikipedia </li></ul></ul><ul><ul><li>#11 </li></ul></ul><ul><ul><li>#12 Craigs List </li></ul></ul><ul><ul><li>#15 Photobucket </li></ul></ul><ul><ul><li>#20 Flickr </li></ul></ul>Alexa, May 2008
    21. 21. Trends in Social Media <ul><li>Social Networks </li></ul><ul><li>Microblogging </li></ul><ul><li>Web 3.0? </li></ul><ul><li>Video </li></ul>
    22. 22. Facebook <ul><li>Microsoft paid $240 million for a 1.6% stake in facebook </li></ul><ul><li>Facebook is the 5 th most popular site on the Internet </li></ul><ul><li>110 million active users </li></ul><ul><li>No. 1 photo sharing application on the Web </li></ul><ul><li>More than 30 million photos uploaded daily </li></ul><ul><li>More than 6 million active user groups on the site </li></ul>
    23. 23. Most Popular facebook pages <ul><li>1. Barack Obama – 2.2 million supporters </li></ul><ul><li>3. Apple Students – 669,000 fans </li></ul><ul><li>4. Victoria’s Secret PINK – 553,000 fans </li></ul><ul><li>21. Nutella – 178,000 fans </li></ul>
    24. 24. Facebook <ul><li>Facebook applications are hot VC property </li></ul><ul><li>Facebook current valuation? </li></ul><ul><li>Current revenue? </li></ul><ul><li>New apps per day? </li></ul>
    25. 25. Facebook
    26. 26. Facebook
    27. 27. How can I use facebook? <ul><li>To listen! Your competitors, vendors, customers and prospects are talking about you, right now. </li></ul><ul><li>To build a presence </li></ul><ul><li>To enhance search engine ranking </li></ul><ul><li>To communicate (but not to sell!) </li></ul><ul><li>Start connecting with friends, classmates, neighbors, clients, relatives… </li></ul>
    28. 28. Twitter <ul><li>What are you doing right now? </li></ul><ul><li>Web, IM, Phone </li></ul><ul><li>Real time interaction in one sentence </li></ul>
    29. 29. Twitter
    30. 30. Twitter <ul><li>Three million members </li></ul><ul><li>Traffic increased 800% in one year! </li></ul><ul><li>Twitter accounts have monetary value </li></ul><ul><li>Who uses Twitter: </li></ul><ul><ul><li>State Department </li></ul></ul><ul><ul><li>Barack Obama </li></ul></ul><ul><ul><li>NASA </li></ul></ul><ul><ul><li>Reporter, buyers, analysts, media….. </li></ul></ul>
    31. 31. Twitter
    32. 32. Twitter
    33. 33. How can I use Twitter? <ul><li>To listen! Consumers and the media are talking about you in real time, openly and honestly </li></ul><ul><li>To learn about the competition </li></ul><ul><li>To communicate (but not to sell) </li></ul><ul><li>Build your profile and start connecting </li></ul>
    34. 34. Second Life
    35. 35. Second Life <ul><li>Participants socialize, spend money and sue each other </li></ul><ul><li>With over 15 million registered users, on an average, $1 million is spent each day buying food, clothes, shelter and other virtual products </li></ul><ul><li>1 million “active” members </li></ul>
    36. 36. Second Life <ul><li>The Second Life realtor who made more than $1 million real dollars selling real estate </li></ul><ul><li>The Second Life shoe store owner whose real job is selling virtual shoes </li></ul><ul><li>Dell & Sun hold press conferences on Second Life </li></ul>
    37. 37. Second Life <ul><li>Coke sells Coke in Second Life </li></ul><ul><li>HR Block does taxes </li></ul><ul><li>The National Council offer mental health awareness </li></ul><ul><li>CNN has a SL news bureau </li></ul><ul><li>A real court case over a virtual crime </li></ul>
    38. 38. Second Life <ul><li>The FBI gambling investigation </li></ul><ul><li>IBM’s company meetings </li></ul><ul><li>The Jesuit Order is encouraging priests and followers to join Second Life </li></ul><ul><li>And thousands of small businesses are active! </li></ul>
    39. 39. How can I use Second Life <ul><li>It is okay to sell here! </li></ul><ul><li>Build your business, market your business </li></ul><ul><li>Become a media darling </li></ul>
    40. 40. YouTube <ul><li>44% of online video market </li></ul><ul><li>5 billion page views per month </li></ul><ul><li>75% of Internet users watch video online </li></ul><ul><li>The average viewer watches 80 videos per month </li></ul><ul><li>92 million viewers per month </li></ul><ul><li>$175,000 per day for a homepage ad </li></ul><ul><li>Nearly perfect representation of Internet users </li></ul>
    41. 41. YouTube Tens of thousands of views!
    42. 42. YouTube
    43. 43. YouTube for small business
    44. 44. YouTube for Big Business <ul><li>MacBook Air </li></ul><ul><li>Parodies </li></ul><ul><li>And more </li></ul>
    45. 45. YouTube for Any Angle <ul><li>Geisha Facial </li></ul>
    46. 46. YouTube for every topic <ul><li>Philologist (the study of linguistics and etymology) </li></ul><ul><ul><li>73,000 subscribers </li></ul></ul><ul><ul><li>28 th most popular channel on YouTube </li></ul></ul><ul><ul><li>3 million views </li></ul></ul><ul><li>Delta Safety Video </li></ul><ul><ul><li>Coverage on NPR, CNN and WSJ </li></ul></ul><ul><ul><li>1 million views </li></ul></ul><ul><ul><li>1,300 ratings </li></ul></ul>
    47. 47. It’s about the content!
    48. 48. Cost per impressions can be next to nothing <ul><li>Charlie bit my finger </li></ul><ul><li>The Parodies, imitators and tributes “The YouTube Effect” </li></ul>
    49. 49. How you can use YouTube <ul><li>Buy a Flip camera </li></ul><ul><li>Or use PPT to create online demos </li></ul><ul><li>Set up a YouTube Channel </li></ul><ul><li>Start connecting with partners, prospects, clients, coworkers and friends </li></ul>
    50. 50. You’re Creating Content
    51. 51. You’re Creating Content
    52. 52. You’re Creating Content
    53. 53. You’re Creating Content
    54. 54. You’re Creating Content
    55. 55. You’re Creating Content
    56. 56. You’re Creating Content
    57. 57. You’re Creating Content
    58. 58. Get Social Today <ul><li>Attendance and enthusiasm are half the game </li></ul><ul><li>Dedicate time to making this work </li></ul><ul><li>Bring wine </li></ul><ul><li>Seek first to understand, then to be understood </li></ul><ul><li>The conversation is going on right now, the only decision is if you will be involved </li></ul>
    59. 59. Questions & Comments <ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>@bbalderaz </li></ul>