What it is Social media is any tool that lets you share information and network with others.
What it is •  Blogging •  Micro-blogging •  Social networks •  Video sharing •  Photo sharing •  Chat Rooms •  Podcasts • ...
What are people doing? 1. Watching videos (83%) 2. Reading blogs (73%) 3. Viewing shared photos (63%) 4. Using a social ne...
Why should an agency care? <ul><li>It’s changing how marketing works </li></ul><ul><li>It’s an affordable way to get resul...
Why should an agency care? According to a 2008 survey of CMOs: “ 45% of respondents have switched  agencies (or plan to sw...
Blogs
What are they? Blogs are regularly updated Web sites, usually featuring comments and links.
Why should you care? Blogs are now a standard source of news and info 77 million+ Americans visit blogs 346 million blog r...
Why should you care? Blogs are a two-way street  for marketers: Lead the discussion on our blogs Join the discussion on th...
Where did blogs  come from? 1967 — Internet is born 1979 — First discussion boards 1992 — First Web site
Isn’t it beautiful?
Where did blogs  come from? 1994 — First online diaries 1997 — Term &quot;WebLog&quot; is coined 1998 — Open Diary becomes...
Where did blogs  come from? 1999 — LiveJournal 1999 — Blogger 2001 — Movable Type 2003 -- WordPress 2006 — Twitter
Why blogs were a big deal •  Blogs changed the way people saw the Web •  You can create, react, communicate •  For the fir...
Today’s blogosphere •  77% of active Internet users read blogs •  133 million blogs created since 2002 •  Roughly half of ...
What are the most-read blogs in America?
What are the most-read blogs in America? 1. Huffington Post 2. TechCrunch 3. Gizmodo 4. Engadget 5. Boing Boing
What are the most-read blogs in America? The Social Path is No. 148,031
How are businesses  using blogs?
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 candi...
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 Blogosp...
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 •  ...
Why reach out to blogs? HP’s “31 Days of the Dragon” Campaign •  Gave laptops to 31 bloggers •  Laptops then given away to...
Keys to connecting  with bloggers •  Honesty •  Limited expectations •  Knowledge of the blogger
Keys to connecting  with bloggers
Micro-blogging
What is it? Brief posts about your opinions or your life, shared with the world.
Why should you care? Sites like Twitter are revolutionizing how people and businesses communicate.  Seriously.
What is Twitter?
What is Twitter?
What is Twitter? Users post brief messages of 140 characters or less. You choose whom you follow, but anyone can respond t...
Other micro-blogging sites •  Jaiku •  Friendfeed •  Pownce •  Identi.ca •  Facebook/MySpace statuses
Other micro-blogging sites By May 2007, just over a year after Twitter’s launch, there were more than 110 similar sites wo...
Posts can be stupid
Or funny
Or informative
How businesses use Twitter
How businesses use Twitter •  Comcast:  Proactive customer service •  Southwest:  PR, promotions and support •  H&R Block:...
Keys to using Twitter for biz •  Have a plan •  Have personality (and a real name) •  Use Twitter Search to pay attention ...
Social networks
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 the...
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 •  ...
Pros of Facebook •  Cleaner look and navigation •  Young professional crowd •  Cheap and easy targeted ads •  Several grea...
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...
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 get...
A few closing thoughts Why is social media so scary? •  It breaks down the walls •  It’s filled with moving targets •  The...
A few closing thoughts But… •  It’s easier than you think •  Education erases fear •  We’re the right people for the job
Thanks for your time. <ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter.com/griner </li></ul></ul><ul><ul><li...
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Social Media

  1. 2. What it is Social media is any tool that lets you share information and network with others.
  2. 3. What it is • Blogging • Micro-blogging • Social networks • Video sharing • Photo sharing • Chat Rooms • Podcasts • Virtual worlds • Wikis • Mobile
  3. 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)
  4. 5. Why should an agency care? <ul><li>It’s changing how marketing works </li></ul><ul><li>It’s an affordable way to get results </li></ul><ul><li>It’s growing insanely fast </li></ul><ul><li>Clients will turn to us for answers </li></ul>
  5. 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)
  6. 7. Blogs
  7. 8. What are they? Blogs are regularly updated Web sites, usually featuring comments and links.
  8. 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
  9. 10. Why should you care? Blogs are a two-way street for marketers: Lead the discussion on our blogs Join the discussion on theirs
  10. 11. Where did blogs come from? 1967 — Internet is born 1979 — First discussion boards 1992 — First Web site
  11. 12. Isn’t it beautiful?
  12. 13. Where did blogs come from? 1994 — First online diaries 1997 — Term &quot;WebLog&quot; is coined 1998 — Open Diary becomes the first WebLog tool 1999 — &quot;Weblog&quot; becomes &quot;blog&quot;
  13. 14. Where did blogs come from? 1999 — LiveJournal 1999 — Blogger 2001 — Movable Type 2003 -- WordPress 2006 — Twitter
  14. 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
  15. 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
  16. 17. What are the most-read blogs in America?
  17. 18. What are the most-read blogs in America? 1. Huffington Post 2. TechCrunch 3. Gizmodo 4. Engadget 5. Boing Boing
  18. 19. What are the most-read blogs in America? The Social Path is No. 148,031
  19. 20. How are businesses using blogs?
  20. 21. Doing it right Why it’s great: Funny Charming Fits the brand
  21. 22. Doing it right Why it’s great: Candid Responsive Sincere
  22. 23. Doing it right Why it’s great: Unfiltered Entertaining Insightful
  23. 24. Doing it wrong • Fake blogs • Created and forgotten blogs • Commenters locked out
  24. 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
  25. 26. When a biz shouldn’t blog • No one can write • You're just rehashing press releases • There's no motivation to read it
  26. 27. Blogger outreach One-third of bloggers have been approached to be brand advocates. Source: Technorati State of the Blogosphere 2008
  27. 28. Blogger outreach More people read personal blogs than any other type of blog. Source: Universal McCann Wave 3 (April 2008)
  28. 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
  29. 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
  30. 31. Keys to connecting with bloggers • Honesty • Limited expectations • Knowledge of the blogger
  31. 32. Keys to connecting with bloggers
  32. 33. Micro-blogging
  33. 34. What is it? Brief posts about your opinions or your life, shared with the world.
  34. 35. Why should you care? Sites like Twitter are revolutionizing how people and businesses communicate. Seriously.
  35. 36. What is Twitter?
  36. 37. What is Twitter?
  37. 38. What is Twitter? Users post brief messages of 140 characters or less. You choose whom you follow, but anyone can respond to you.
  38. 39. Other micro-blogging sites • Jaiku • Friendfeed • Pownce • Identi.ca • Facebook/MySpace statuses
  39. 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
  40. 41. Posts can be stupid
  41. 42. Or funny
  42. 43. Or informative
  43. 44. How businesses use Twitter
  44. 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.)
  45. 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
  46. 47. Social networks
  47. 48. What are they? Sites that connect people with shared interests, backgrounds, disturbing fetishes, etc.
  48. 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.
  49. 50. What’s the most popular social network in the U.S.?
  50. 51. Social networks in the U.S. Source: Hitwise analytics, August 2008
  51. 52. What’s the fastest growing social network in the U.S.?
  52. 53. Social network growth in the U.S. Source: Hitwise analytics, August 2008
  53. 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
  54. 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
  55. 56. How we can use Facebook • Pages Let users become “fans”
  56. 57. How we can use Facebook • Applications Create branded tools, games, etc.
  57. 58. How we can use Facebook • Causes An application designed to give powerful tools and resources to nonprofits.
  58. 59. How we can use Facebook • Targeted ads Very cheap and very easy.
  59. 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.
  60. 61. Some other sites to try Google Reader Get all your favorite blogs in one place by using RSS feeds.
  61. 62. Some other sites to try Delicious.com Bookmark sites, videos, articles, etc. and pull them up from any computer
  62. 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.
  63. 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
  64. 65. A few closing thoughts But… • It’s easier than you think • Education erases fear • We’re the right people for the job
  65. 66. Thanks for your time. <ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter.com/griner </li></ul></ul><ul><ul><li>TheSocialPath.com </li></ul></ul>
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