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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)
Doing it right Why it’s great: Funny Charming Fits the brand
Doing it right Why it’s great: Candid Responsive Sincere
Doing it right Why it’s great: Unfiltered Entertaining Insightful
Doing it wrong • Fake blogs • Created and forgotten blogs • Commenters locked out
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
When a biz shouldn’t blog • No one can write • You're just rehashing press releases • There's no motivation to read it
Blogger outreach One-third of bloggers have been approached to be brand advocates. Source: Technorati State of the Blogosphere 2008
Blogger outreach More people read personal blogs than any other type of blog. Source: Universal McCann Wave 3 (April 2008)
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
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
Keys to connecting with bloggers • Honesty • Limited expectations • Knowledge of the blogger
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.)
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
What are they? Sites that connect people with shared interests, backgrounds, disturbing fetishes, etc.
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.
What’s the most popular social network in the U.S.?
Social networks in the U.S. Source: Hitwise analytics, August 2008
What’s the fastest growing social network in the U.S.?
Social network growth in the U.S. Source: Hitwise analytics, August 2008
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
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
How we can use Facebook • Pages Let users become “fans”
How we can use Facebook • Applications Create branded tools, games, etc.
How we can use Facebook • Causes An application designed to give powerful tools and resources to nonprofits.
How we can use Facebook • Targeted ads Very cheap and very easy.
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.
Some other sites to try Google Reader Get all your favorite blogs in one place by using RSS feeds.
Some other sites to try Delicious.com Bookmark sites, videos, articles, etc. and pull them up from any computer
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.
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
A few closing thoughts But… • It’s easier than you think • Education erases fear • We’re the right people for the job