Introduction to Social Media The Vermont Council June 10, 2009 Bill Balderaz Webbed Marketing www.webbedmarketing.com Twitter: @bbalderaz

“ We can't open this up to our employees, it will pull them away from work." "What about legal implications? The FDIC regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable." "We lose control of our brand." Sound Familiar?

“ We can't open this up to our employees, it will pull them away from work."

"What about legal implications? The FDIC regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable."

"We lose control of our brand."

Quick, that's a corporate executive talking about what? Blogging? Twitter? Facebook? LinkedIn? Sound Familiar?

Quick, that's a corporate executive talking about what?

Blogging?

Twitter?

Facebook?

LinkedIn?

Wrong. Sound Familiar?

Wrong.

The year is 1997 and that's a conversation about email. A Trip Through Time

The year is 1997 and that's a conversation about email.

We won’t have time to check email because we spent a lot of time faxing, reading & writing memos and on the phone. Email reduced our dependencies on these communication channels. Today with the flood of email we all receive, no one has time to Tweet. Done right, Twitter and other social networks reduce the amount of email you send, just as email reduced the number of memos we all typed. Other Parallels

We won’t have time to check email because we spent a lot of time faxing, reading & writing memos and on the phone. Email reduced our dependencies on these communication channels.

Today with the flood of email we all receive, no one has time to Tweet. Done right, Twitter and other social networks reduce the amount of email you send, just as email reduced the number of memos we all typed.

Email is purely a social application and a way to distribute get-rich-quick-scams and pornography. The same thing is said about social media every day. We've all become pretty good at sifting through the garbage and using email as a key part of our work environment. Other Parallels

Email is purely a social application and a way to distribute get-rich-quick-scams and pornography.

The same thing is said about social media every day. We've all become pretty good at sifting through the garbage and using email as a key part of our work environment.

Email is a fad and a disruptive element that new college grads want. Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication. Other Parallels

Email is a fad and a disruptive element that new college grads want.

Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication.

I see how it can be used for personal use, but not for business (or vice versa) The “Routinzation Trap” social media isn’t just a better way to do email Other Parallels

I see how it can be used for personal use, but not for business (or vice versa)

The “Routinzation Trap” social media isn’t just a better way to do email

Source: Tony O’Driscoll

What are Social Networks & Why Does This Matter? Healthcare, Behavior Healthcare and Your Social Media Presence Measuring and Tracking Social Media Workshop & Review Agenda

What are Social Networks & Why Does This Matter?

Healthcare, Behavior Healthcare and Your Social Media Presence

Measuring and Tracking Social Media

Workshop & Review

Are you goal-oriented? Can you fast track legal, marketing and branding concerns? Is it okay if EVERYONE hears about this program? Can you stand behind your program in the face of criticism? Is Social Media Marketing for You?

Are you goal-oriented?

Can you fast track legal, marketing and branding concerns?

Is it okay if EVERYONE hears about this program?

Can you stand behind your program in the face of criticism?

An online meeting place for consumers and influencers to create, share and interact with content. What is a Social Network?

An online meeting place for consumers and influencers

to create,

share and

interact with

content.

What is a Social Network? Twitter YouTube Facebook MySpace LinkedIn Amazon Technorati Flickr CitySearch Wikihow Wikipedia Craigs List Newsvine Yahoo! Answers Digg

Twitter

YouTube

Facebook

MySpace

LinkedIn

Amazon

Technorati

Flickr

CitySearch

Wikihow

Wikipedia

Craigs List

Newsvine

Yahoo! Answers

Digg

CGM – Consumer Generated Media SMM – Social Media Marketing WOM – Word of Mouth Viral Marketing Buzz Marketing What is a Social Network?

CGM – Consumer Generated Media

SMM – Social Media Marketing

WOM – Word of Mouth

Viral Marketing

Buzz Marketing

What is a Social Network?

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; 45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products; 22% said they would read or write a product review on a blog. Why Social Networks Matter --BrandWeek

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;

45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products;

22% said they would read or write a product review on a blog.

Why Social Media Matters in Healthcare

Another Reason Why Social Networks Matter

You’re Creating Content

Google Trends – Tracking Search Patterns

You’re Creating Content

Social Networks Microblogging Web 3.0 Video Trends in Social Media

Social Networks

Microblogging

Web 3.0

Video

Social Networks

Mental and Behavioral Health Social Networks More than 1,200 active members

Mental and Behavioral Health Social Networks

Facebook

Facebook Microsoft paid $240 million for a 1.6% stake in Facebook Facebook is the 5 th most popular site on the Internet 110 million active users No. 1 photo sharing application on the Web More than 30 million photos uploaded daily More than 6 million active user groups on the site

Microsoft paid $240 million for a 1.6% stake in Facebook

Facebook is the 5 th most popular site on the Internet

110 million active users

No. 1 photo sharing application on the Web

More than 30 million photos uploaded daily

More than 6 million active user groups on the site

Most Popular Facebook Pages 1. Barack Obama – 5.9 million supporters 3. Nutella – 3.0 million fans 5. Dr. House – 2.7 million fans 15. Twilight – 2.1 million fans

1. Barack Obama – 5.9 million supporters

3. Nutella – 3.0 million fans

5. Dr. House – 2.7 million fans

15. Twilight – 2.1 million fans

To listen! Your clients, policy makers, the media and the community are talking To build a presence To enhance search engine ranking To communicate Start connecting with clients, co-workers, friends, classmates, neighbors, clients, relatives… How can I use Facebook?

To listen! Your clients, policy makers, the media and the community are talking

To build a presence

To enhance search engine ranking

To communicate

Start connecting with clients, co-workers, friends, classmates, neighbors, clients, relatives…

Facebook Search

Facebook Profile Search

“ Behavioral Health” on Facebook

“ Behavioral Health” on Facebook

A Facebook Group

A Facebook Fan Page

What is the difference between groups & fan pages?

Facebook Pages vs Groups

Twitter

What are you doing right now? Web, IM, Phone Real time interaction in one sentence 140 characters to be exact! Twitter “handle” can only be 15 characters Twitter

What are you doing right now?

Web, IM, Phone

Real time interaction in one sentence

140 characters to be exact!

Twitter “handle” can only be 15 characters

Four million members Traffic increased 800% in one year! Twitter accounts have monetary value Who uses Twitter: State Department Barack Obama NASA Reporters, policy makers, clients Twitter

Four million members

Traffic increased 800% in one year!

Twitter accounts have monetary value

Who uses Twitter:

State Department

Barack Obama

NASA

Reporters, policy makers, clients

Twitter

Twitter

Twitter

To listen! Clients and the media are talking about you in real time, openly and honestly Build brand awareness To learn about the industry To communicate Build your profile and start connecting Build relationships! How can I use Twitter?

To listen! Clients and the media are talking about you in real time, openly and honestly

Build brand awareness

To learn about the industry

To communicate

Build your profile and start connecting

Build relationships!

Advanced Search in Twitter

YouTube

44% of online video market 5 billion page views per month 75% of Internet users watch video online The average viewer watches 80 videos per month 92 million viewers per month $175,000 per day for a homepage ad Nearly perfect representation of Internet users YouTube

44% of online video market

5 billion page views per month

75% of Internet users watch video online

The average viewer watches 80 videos per month

92 million viewers per month

$175,000 per day for a homepage ad

Nearly perfect representation of Internet users

YouTube Tens of thousands of views!

Philologist (the study of linguistics and etymology) 185,700 subscribers 28 th most popular channel on YouTube 10 million views Delta Safety Video Coverage on NPR, CNN and WSJ 1.2 million views 1,900 ratings YouTube for Every Topic

Philologist (the study of linguistics and etymology)

185,700 subscribers

28 th most popular channel on YouTube

10 million views

Delta Safety Video

Coverage on NPR, CNN and WSJ

1.2 million views

1,900 ratings

YouTube Thousands of videos about “mental and behavioral health”

YouTube Nearly 30,000 views!

Buy a Flip camera Or use PPT to create online demos Set up a YouTube Channel Start connecting with partners, prospects, clients, coworkers and friends Cost per impression is next to nothing!! How you can use YouTube

Buy a Flip camera

Or use PPT to create online demos

Set up a YouTube Channel

Start connecting with partners, prospects, clients, coworkers and friends

Cost per impression is next to nothing!!

Second Life

Second Life Participants socialize, spend money and sue each other With over 15 million registered users, on an average, $1 million is spent each day buying food, clothes, shelter and other virtual products 1 million “active” members

Participants socialize, spend money and sue each other

With over 15 million registered users, on an average, $1 million is spent each day buying food, clothes, shelter and other virtual products

1 million “active” members

Second Life The Second Life realtor who made more than $1 million real dollars selling real estate The Second Life shoe store owner whose real job is selling virtual shoes Dell & Sun hold press conferences on Second Life

The Second Life realtor who made more than $1 million real dollars selling real estate

The Second Life shoe store owner whose real job is selling virtual shoes

Dell & Sun hold press conferences on Second Life

Coke sells Coke in Second Life HR Block does taxes The National Council offer mental health awareness CNN has a SL news bureau A real court case over a virtual crime Second Life

Coke sells Coke in Second Life

HR Block does taxes

The National Council offer mental health awareness

CNN has a SL news bureau

A real court case over a virtual crime

The FBI gambling investigation IBM’s company meetings The Jesuit Order is encouraging priests and followers to join Second Life And thousands of non-profit & community organizations are active! Second Life

The FBI gambling investigation

IBM’s company meetings

The Jesuit Order is encouraging priests and followers to join Second Life

And thousands of non-profit & community organizations are active!

Second Life

Communicate with clients, the media and policy makers Promote your agency & services Become a media darling How can I use Second Life

Communicate with clients, the media and policy makers

Promote your agency & services

Become a media darling

Planning a Social Media Campaign

Can’t measure “more buzz” Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12% Take baseline metrics before campaign starts SEO metrics, Social Media metrics Break metrics down into quantifiable goals Mentions in blogs, social networks, links to the site… You can quantify metrics Clear Goals

Can’t measure “more buzz”

Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%

Take baseline metrics before campaign starts

SEO metrics, Social Media metrics

Break metrics down into quantifiable goals

Mentions in blogs, social networks, links to the site…

You can quantify metrics

Set goals before determining the “hook” Questionnaire to determine need – What gets the participants excited Examples: Free sample, white paper, video, online calculator/application, stunt Determine the Hook

Set goals before determining the “hook”

Questionnaire to determine need – What gets the participants excited

Examples: Free sample, white paper, video, online calculator/application, stunt

Earn your way into distribution Don’t think of it as “Free” marketing Look for specialized networks or “celebrity” bloggers that don’t often get pitched Rate the value of each participant and determine the pitch Determine Distribution Plan

Earn your way into distribution

Don’t think of it as “Free” marketing

Look for specialized networks or “celebrity” bloggers that don’t often get pitched

Rate the value of each participant and determine the pitch

Determine Distribution Plan Think in terms of most efficient coverage Examples: Pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn build a presence on targeted social networks Great Content + Great Distribution=Great Word of Mouth

Think in terms of most efficient coverage

Examples: Pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn build a presence on targeted social networks

Great Content + Great Distribution=Great Word of Mouth

Word of Mouth / Social Media Case Study Shizuka Spa – aka “The Bird Poop Facial”

Located in Midtown Manhattan Cosmetology & skin care with “Eastern Holistic Knowledge” Featured in international media including Marie Claire, Shape, Vogue, and Harpers Bazaar Shizuka New York

Located in Midtown Manhattan

Cosmetology & skin care with “Eastern Holistic Knowledge”

Featured in international media including Marie Claire, Shape, Vogue, and Harpers Bazaar

Following Word of Mouth program: Mention on Jay Leno Mention on CNN Home page of CNN.com E! “The Soup” The Hollywood Reporter Shizuka New York

Following Word of Mouth program:

Mention on Jay Leno

Mention on CNN

Home page of CNN.com

E! “The Soup”

The Hollywood Reporter

Highlighting “Bird Poop Facials” With a Compelling Hook

Highlighting “Bird Poop Facials”

SEO Press Release Blogger Outreach Video Social Networks The Right Channels

SEO Press Release

Blogger Outreach

Video

Social Networks

Branding and awareness Increased site traffic New clients And Goals

Branding and awareness

Increased site traffic

New clients

SEO Press Release

SEO Press Release 1,250 Pickups

SEO Press Release 221,000 Results

SEO Press Release Google News results were at two at the beginning of May and are now at 433

Google News results were at two at the beginning of May and are now at 433

Identify bloggers in key categories: Already talking Skin Care Pop Culture News of the Weird Blogger Outreach

Identify bloggers in key categories:

Already talking

Skin Care

Pop Culture

News of the Weird

Read the blog! Clearly identify who you are Tailor your message Provide only relevant content Ask yourself again before you hit “send” Blogger Outreach

Read the blog!

Clearly identify who you are

Tailor your message

Provide only relevant content

Ask yourself again before you hit “send”

Blogger Outreach 1,513 Posts

Blogger Outreach

Spoof interview produced Uploaded to YouTube Embedded in press release Sent to bloggers Video

Spoof interview produced

Uploaded to YouTube

Embedded in press release

Sent to bloggers

Video The YouTube Geisha Facial video – 16,000+ views

The YouTube Geisha Facial video – 16,000+ views

Use social networks to connect with influencers, reporters and consumers: StumbleUpon Mixx Digg MySpace Social Networks

Use social networks to connect with influencers, reporters and consumers:

StumbleUpon

Mixx

Digg

MySpace

Social Networks 46% of site traffic in May and June came from Social Networks, including StumbleUpon, Mixx, YouTube and Digg

46% of site traffic in May and June came from Social Networks, including StumbleUpon, Mixx, YouTube and Digg

Site traffic Inbound links Web results Other Results

Site traffic

Inbound links

Web results

Site Traffic From March to June traffic increased more than 60% Traffic increased from all sources Inbound links increased from 529 to 1,326

From March to June traffic increased more than 60%

Traffic increased from all sources

Inbound links increased from 529 to 1,326

Web Results Ice Rocket web results were at 3,960 at the beginning of May and are now up to 20,700

The “We Know It Works”

Start with a strategic goal more sales, leads, or media awareness Break those into measurable “micro-goals” inbound links, website traffic, blogger mentions Create a baseline scorecard Correlate progress against the strategic against progress on “micro-goals” Measurement Summary

Start with a strategic goal

more sales, leads, or media awareness

Break those into measurable “micro-goals”

inbound links, website traffic, blogger mentions

Create a baseline scorecard

Correlate progress against the strategic against progress on “micro-goals”

Attendance and enthusiasm are half the game Don’t play in the space if you aren’t going to participate! Dedicate time to making this work Bring wine Seek first to understand, then to be understood The conversation is going on right now, the only decision is if you will be involved Get Social Today

Attendance and enthusiasm are half the game

Don’t play in the space if you aren’t going to participate!

Dedicate time to making this work

Bring wine

Seek first to understand, then to be understood

The conversation is going on right now, the only decision is if you will be involved

www.webbedmarketing.com @bbalderaz [email_address] For More Information

www.webbedmarketing.com

@bbalderaz

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