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Transcript

  • 1.  
  • 2. What it is Social media is any tool that lets you share information and network with others.
  • 3. What it is • Blogging • Micro-blogging • Social networks • Video sharing • Photo sharing • Chat Rooms • Podcasts • Virtual worlds • Wikis • Mobile
  • 4. What are people doing? 1. Watching videos (83%) 2. Reading blogs (73%) 3. Viewing shared photos (63%) 4. Using a social network (57%) 5. Commenting on blogs (55%) Source: Universal McCann Wave 3 (April 2008)
  • 5. Why should an agency care?
    • It’s changing how marketing works
    • It’s an affordable way to get results
    • It’s growing insanely fast
    • Clients will turn to us for answers
  • 6. Why should an agency care? According to a 2008 survey of CMOs: “ 45% of respondents have switched agencies (or plan to switch) for one with greater digital knowledge.” Source: “The Future of Advertising,” Tim Brunelle (Sept. 2008)
  • 7. Blogs
  • 8. What are they? Blogs are regularly updated Web sites, usually featuring comments and links.
  • 9. Why should you care? Blogs are now a standard source of news and info 77 million+ Americans visit blogs 346 million blog readers worldwide Source: Technorati State of the Blogosphere 2008
  • 10. Why should you care? Blogs are a two-way street for marketers: Lead the discussion on our blogs Join the discussion on theirs
  • 11. Where did blogs come from? 1967 — Internet is born 1979 — First discussion boards 1992 — First Web site
  • 12. Isn’t it beautiful?
  • 13. Where did blogs come from? 1994 — First online diaries 1997 — Term "WebLog" is coined 1998 — Open Diary becomes the first WebLog tool 1999 — "Weblog" becomes "blog"
  • 14. Where did blogs come from? 1999 — LiveJournal 1999 — Blogger 2001 — Movable Type 2003 -- WordPress 2006 — Twitter
  • 15. Why blogs were a big deal • Blogs changed the way people saw the Web •  You can create, react, communicate • For the first time ever, anyone could make content for a global audience
  • 16. Today’s blogosphere • 77% of active Internet users read blogs • 133 million blogs created since 2002 • Roughly half of all bloggers are over 35 Source: Technorati State of the Blogosphere 2008
  • 17. What are the most-read blogs in America?
  • 18. What are the most-read blogs in America? 1. Huffington Post 2. TechCrunch 3. Gizmodo 4. Engadget 5. Boing Boing
  • 19. What are the most-read blogs in America? The Social Path is No. 148,031
  • 20. How are businesses using blogs?
  • 21. Doing it right Why it’s great: Funny Charming Fits the brand
  • 22. Doing it right Why it’s great: Candid Responsive Sincere
  • 23. Doing it right Why it’s great: Unfiltered Entertaining Insightful
  • 24. Doing it wrong • Fake blogs • Created and forgotten blogs • Commenters locked out
  • 25. When a biz should blog • You consistently have something to say • The writer has authority • You're willing to be candid • There's something in it for the readers
  • 26. When a biz shouldn’t blog • No one can write • You're just rehashing press releases • There's no motivation to read it
  • 27. Blogger outreach One-third of bloggers have been approached to be brand advocates. Source: Technorati State of the Blogosphere 2008
  • 28. Blogger outreach More people read personal blogs than any other type of blog. Source: Universal McCann Wave 3 (April 2008)
  • 29. Why reach out to blogs? •  Bloggers are influential even beyond their blogs •  A little time and money goes a long way • 8 of 10 bloggers post product reviews • Search engines love blogs
  • 30. Why reach out to blogs? HP’s “31 Days of the Dragon” Campaign • Gave laptops to 31 bloggers •  Laptops then given away to readers • 84% increase in HDX Dragon sales • 10% increase in overall PC sales
  • 31. Keys to connecting with bloggers • Honesty • Limited expectations • Knowledge of the blogger
  • 32. Keys to connecting with bloggers
  • 33. Micro-blogging
  • 34. What is it? Brief posts about your opinions or your life, shared with the world.
  • 35. Why should you care? Sites like Twitter are revolutionizing how people and businesses communicate. Seriously.
  • 36. What is Twitter?
  • 37. What is Twitter?
  • 38. What is Twitter? Users post brief messages of 140 characters or less. You choose whom you follow, but anyone can respond to you.
  • 39. Other micro-blogging sites • Jaiku • Friendfeed • Pownce • Identi.ca • Facebook/MySpace statuses
  • 40. Other micro-blogging sites By May 2007, just over a year after Twitter’s launch, there were more than 110 similar sites worldwide. Source: Wikipedia
  • 41. Posts can be stupid
  • 42. Or funny
  • 43. Or informative
  • 44. How businesses use Twitter
  • 45. How businesses use Twitter • Comcast: Proactive customer service • Southwest: PR, promotions and support • H&R Block: Finding new customers •  Dell: Multiple accounts for customer service (“richardatDELL”, etc.)
  • 46. Keys to using Twitter for biz • Have a plan • Have personality (and a real name) • Use Twitter Search to pay attention •  Talk to contacts even when they don’t need you for something
  • 47. Social networks
  • 48. What are they? Sites that connect people with shared interests, backgrounds, disturbing fetishes, etc.
  • 49. Why should you care? Social networks have become the hubs of people's online lives. They may visit lots of sites, but their networks are where they live.
  • 50. What’s the most popular social network in the U.S.?
  • 51. Social networks in the U.S. Source: Hitwise analytics, August 2008
  • 52. What’s the fastest growing social network in the U.S.?
  • 53. Social network growth in the U.S. Source: Hitwise analytics, August 2008
  • 54. Pros of MySpace • Still No. 1 in U.S. — for now • Great for music and arts • Ideal medium to target young consumers • More customizable options for advertisers
  • 55. Pros of Facebook • Cleaner look and navigation • Young professional crowd • Cheap and easy targeted ads • Several great tools for businesses and nonprofits • May soon surpass MySpace in daily traffic
  • 56. How we can use Facebook • Pages Let users become “fans”
  • 57. How we can use Facebook • Applications Create branded tools, games, etc.
  • 58. How we can use Facebook • Causes An application designed to give powerful tools and resources to nonprofits.
  • 59. How we can use Facebook • Targeted ads Very cheap and very easy.
  • 60. Some other sites to try Google Alerts Get real-time updates by e-mail whenever someone mentions you, a client, or any term at all.
  • 61. Some other sites to try Google Reader Get all your favorite blogs in one place by using RSS feeds.
  • 62. Some other sites to try Delicious.com Bookmark sites, videos, articles, etc. and pull them up from any computer
  • 63. Some other sites to try TheSocialPath.com Shameless plug: We try to keep people updated on social media trends without getting bogged down in jargon.
  • 64. A few closing thoughts Why is social media so scary? • It breaks down the walls • It’s filled with moving targets • There are still a lot more questions than answers
  • 65. A few closing thoughts But… • It’s easier than you think • Education erases fear • We’re the right people for the job
  • 66. Thanks for your time.
      • [email_address]
      • Twitter.com/griner
      • TheSocialPath.com