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SPACC Social Media Presentation


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Saint Paul Area Chamber of Commerce
Social Media Presentation 12/4/09

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SPACC Social Media Presentation

  1. 1. Presentation Social Media: People are Talking How to Choose Social Media for Business Success! December 4, 2009
  2. 2. Question <ul><li>What do you think of when someone says Social Media ? </li></ul>
  3. 3. Confession <ul><li>You are NOT going to walk away today knowing the right tool to achieve your corporate marketing, branding, and selling goals. </li></ul>
  4. 4. Who, What & Where What is Social Media?
  5. 5. What is Social Media? <ul><ul><li>Social media is a shift in how people discover, read and share news, information and content. </li></ul></ul>
  6. 6. Why Should You Care? <ul><li>Your customers are empowered </li></ul><ul><ul><li>THEY ARE TALKING AND THEY TRUST EACH OTHER MORE THAN THEY TRUST YOU! </li></ul></ul><ul><ul><li>3 out of 4 Americans use social technology (Forrester, The Growth Of Social Technology Adoption, 2008) </li></ul></ul><ul><ul><li>Time spent on social networks is growing at 3x the overall internet rate, accounting for 10% of all internet time. (Nielsen, Global Faces & Networked Places, 2009) </li></ul></ul><ul><ul><li>Online word-of-mouth (WOM) is second only to in-person recommendation in influencing a purchase. </li></ul></ul>
  7. 7. Why Should I Care? <ul><li>Less effective marketing & advertising </li></ul><ul><ul><li>MARKETING SPEAK IS SOUNDING PHONY. WE ARE SEEING A FUNDAMENTAL SHIFT IN HOW PEOPLE MAKE DECISIONS TO BUY. </li></ul></ul><ul><ul><li>TIVO / Online video consumption </li></ul></ul><ul><ul><li>Can/SPAM, Opt Out </li></ul></ul><ul><ul><li>Do Not Call Registries </li></ul></ul><ul><ul><li>In 2008, eight in 10 holiday shoppers reportedly read web reviews of products, a number likely to increase this season. (Jupiter Research) </li></ul></ul><ul><ul><li>Consumers expect transparency, not perfection </li></ul></ul>
  8. 8. Why Should I Care? <ul><li>Real Time Internet (Information & Search) </li></ul><ul><ul><li>AFTER TWITTER EVERYTHING CHANGED </li></ul></ul><ul><ul><li>Bing and Google announce they will start Indexing and showing Tweets in Search results </li></ul></ul><ul><ul><li>Users will be able to see up to the minute information on any brand….what’s being said right now. </li></ul></ul><ul><ul><li>This will be a key component to helping your brand/business be found and findable online </li></ul></ul>
  9. 9. Social Media is Changing Everything <ul><li>Hot </li></ul><ul><li>Being Helpful </li></ul><ul><li>Useful </li></ul><ul><li>How can I help you, Mr. Yamamoto? </li></ul><ul><li>How can I help you, Mr. Yamamoto? </li></ul><ul><li>Relevance </li></ul><ul><li>Not </li></ul><ul><li>The Big Idea </li></ul><ul><li>Push </li></ul><ul><li>Demographics </li></ul><ul><li>Focus Groups </li></ul><ul><li>Noise </li></ul>
  10. 12. The Basics Who’s Using Social Media and For What?
  11. 13. Your Audience is Online <ul><li>1.6B internet users worldwide </li></ul><ul><ul><li>Neilsen Internet Usage and World Population Statistics are for June 30, 2009 </li></ul></ul><ul><li>80 % of Americans have a computer in their home and nearly 92% of those households have internet access </li></ul><ul><li>92% of households with annual incomes over $70K are internet subscribers 2 </li></ul><ul><li>63% of all US Households have high-speed Internet Access 3 </li></ul>
  12. 14. Your Audience is Using Social Networks Source: eMarketer, “Social Network Marketing Ad Spending and Useage”, December 2007; BusinessWeek “Generation MySpace is Getting Fed Up”, February 7, 2008 comScore, social media advertising Aug. 2009 Pew Internet and American Life Project survey, conducted Aug. 18 – Sept 14, 2009 1 <ul><li>Social Networks are Not Just a Teen Fad </li></ul><ul><ul><li>37% of US adult Internet users and 70% of teens use Social Networks </li></ul></ul><ul><ul><li>Nearly 50% of all page views on the web are on social networking sites </li></ul></ul>2 <ul><li>Advertisers are There Already </li></ul><ul><ul><ul><ul><li>13.8 billion impressions which adds up to over 25% of all online display advertising was on social media sites in August 2009. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$1.2 Billion will be spent in 2009 on social media advertising </li></ul></ul></ul></ul>3 <ul><li>Demographics are moving toward society as a whole </li></ul><ul><ul><li>Largest growing demographic of Facebook is 40+ women </li></ul></ul><ul><ul><li>YouTube demographics mirror US as a whole </li></ul></ul><ul><ul><li>Twitter’s average age is 31 </li></ul></ul>
  13. 15. How Can Social Media Help <ul><li>Gain brand awareness </li></ul><ul><li>Increasing leads </li></ul><ul><li>Sell stuff </li></ul><ul><li>Improve customer service </li></ul><ul><li>Develop a better product </li></ul><ul><li>Find the best talent </li></ul>
  14. 16. Nice promotional and social tie in Gain brand awareness
  15. 17. Gain Brand Awareness
  16. 28. Two Local Stories Increasing leads
  17. 29. Increase Leads
  18. 35. Increase Leads
  19. 37. Not so local examples Sell stuff
  20. 38. Sell Stuff
  21. 43. The Good, The Bad & The Ugly Improve customer service
  22. 44. Improve Customer Service
  23. 48. Listening Posts Develop a better product
  24. 50. Build a Better Product
  25. 52. Looking for ideas and initiative Find the Best Talent
  26. 54. Find the Best Talent
  27. 57. Start with Listening How to Get Started
  28. 58. STEP 1 <ul><li>Listen… Listen … Listen </li></ul><ul><li>Tools (Google Alerts, Radian 6, SM2, Search, Twitter) </li></ul><ul><li>Set up your own profiles to learn </li></ul>
  29. 59. STEP: 2 <ul><li>Make a Plan </li></ul><ul><ul><li>Define your audience </li></ul></ul><ul><ul><li>Find out where they are </li></ul></ul><ul><ul><li>Determine why you want to ENGAGE with them </li></ul></ul><ul><ul><li>Determine what you want to LEARN from them </li></ul></ul><ul><ul><li>Remember this is not MARKETING in the traditional sense. </li></ul></ul>
  30. 60. STEP 3 <ul><li>Create your community </li></ul><ul><ul><li>Based on plan and strategy, not the tools </li></ul></ul><ul><ul><li>Don’t just set up a Facebook site because everyone says you have to have it. </li></ul></ul>
  31. 61. STEP 4 <ul><li>Engage your community (it’s 24x7) </li></ul><ul><ul><li>Have an editorial plan </li></ul></ul><ul><ul><li>Have a crisis plan </li></ul></ul><ul><ul><li>Be spontaneous </li></ul></ul><ul><ul><li>Staff it </li></ul></ul>
  32. 62. If Not for Your Company….Maybe for YOU! <ul><li>If you are a professional, this will help make you easier to find online </li></ul><ul><li>If you have a website that promotes your business, social media publishing will help your website visibility </li></ul><ul><ul><li>Do a search on your name – are you happy with what you see? </li></ul></ul><ul><ul><li>Social media publishing can help with your overall positioning in the marketplace </li></ul></ul>
  33. 63. How to Get Started <ul><li>LinkedIn </li></ul><ul><ul><li>Pull out a resume to build your profile </li></ul></ul><ul><ul><li>Get a friend or two to right a recommendation for you </li></ul></ul><ul><ul><li>Use industry keywords to help get you visibility </li></ul></ul><ul><ul><li>Search to see you any industry organization you already belong to has a presence and join </li></ul></ul><ul><ul><li>Join a new group </li></ul></ul><ul><ul><li>Contribute questions and answers now and then </li></ul></ul><ul><ul><li>Add your company </li></ul></ul>
  34. 64. YouTube or Flickr <ul><li>If you have photos or video that you can publish add them to Flickr and YouTube </li></ul><ul><li>Easy to open account </li></ul><ul><li>Make sure to tag your images with tags (one word identifiers of what images/videos are or are about) </li></ul>
  35. 65. Social Media Analytics Measuring Success
  36. 66. Best Practices and ROI <ul><li>There are beginning to be case studies of success in social media and the ROI models are just being formed </li></ul><ul><li>Give me your card or email me and I’ll send you the Forrester ROI excel worksheet… </li></ul>
  37. 67. Social Media Monitoring Tools
  38. 72. If Nothing Else….Remember This <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> try { var pageTracker = _gat._getTracker(&quot;UA-7323138-1&quot;); pageTracker._trackPageview(); } catch(err) {}</script>
  39. 76. Thank You for Participating
  40. 77. Thank You! <ul><li>Lisa Helminiak </li></ul><ul><li>Principal | Strategist </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>View a copy of this presentation at </li></ul><ul><li>Thank you to Jim Poole and the James J. Hill Library ( </li></ul>
  41. 78. Bonus Material
  42. 80. Twitter <ul><li>Micro-blogging </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Immediate search and general feedback on a subject </li></ul></ul><ul><ul><li>Establishing expertise and following experts in your field </li></ul></ul><ul><ul><li>PR – I’ve connected with journalists in a way I’ve never been able to before. </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Professional but more casual </li></ul></ul><ul><ul><li>Don’t recommend posting what you had for breakfast. Post useful information, such as a good article you’ve just read. </li></ul></ul><ul><ul><li>Some spammers (but you don’t have to follow them) </li></ul></ul>
  43. 81. Twitter <ul><li>Who’s There </li></ul><ul><ul><li>Journalists/News Media </li></ul></ul><ul><ul><li>Business Leaders – I see most vertical represented </li></ul></ul><ul><ul><li>Politicians & Entertainers </li></ul></ul><ul><ul><li>Interest Groups </li></ul></ul><ul><ul><li>Almost Everybody (Mainstream) and getting younger </li></ul></ul>
  44. 82. Twitter Tools <ul><li> = running commentary/art project </li></ul><ul><li> = Crowd sourcing of URLs being talked about on Twitter </li></ul><ul><li> = recommendations on who is Tweeting things you might be interested in </li></ul><ul><li> </li></ul><ul><li> = Twitter organization software </li></ul><ul><li>iTwitter = iPhone application that will allow you to Tweet from your phone = good for publishing info from a meeting or conference </li></ul>
  45. 85. Facebook <ul><li>Social Networking Site ( Started as College Alumni Membership Site) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Socializing with family and friends </li></ul></ul><ul><ul><li>More recently has been used for business </li></ul></ul><ul><ul><li>Advertising and targeting information to specific users </li></ul></ul><ul><ul><li>Create company pages </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Very casual </li></ul></ul><ul><ul><li>Struggle going on between Friends and Family use and Business use </li></ul></ul><ul><ul><li>Full control of content you see, people you connect with </li></ul></ul><ul><ul><li>Has taken some heat for not allowing people to delete profiles & other privacy matters. </li></ul></ul>
  46. 86. Facebook <ul><li>Who’s There </li></ul><ul><ul><li>Your neighbors </li></ul></ul><ul><ul><ul><li>(#1 Social Networking site based on monthly unique site visitors) </li></ul></ul></ul>
  47. 87. Create Applications to Sell or Support your Brand
  48. 88. Facebook Apps
  49. 91. Flickr <ul><li>Photo Sharing and Geo-targeting (owned by Yahoo) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Storing images you want to publish on other web properties such as (your website, social media sites, Google maps, etc) </li></ul></ul><ul><ul><ul><li>Categorizing images and organizing them around meta data </li></ul></ul></ul><ul><ul><li>Sourcing images to use in your materials </li></ul></ul><ul><ul><li>PR – Publish images for media </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Professional to social </li></ul></ul><ul><ul><li>Photo focused, not editorial </li></ul></ul>
  50. 92. Flickr <ul><li>Who’s There </li></ul><ul><ul><li>Less about groups, more individuals </li></ul></ul><ul><ul><li>Professional photographers </li></ul></ul><ul><ul><li>Almost Everybody (Mainstream) </li></ul></ul><ul><ul><li>Host images on Flickr but show them on your own site </li></ul></ul><ul><ul><ul><li>See example ( </li></ul></ul></ul>
  51. 95. MySpace <ul><li>Social Networking Site </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Socializing with family and friends </li></ul></ul><ul><ul><li>Keeping up with music or popular entertainment </li></ul></ul><ul><ul><li>Advertising and targeting information to specific users </li></ul></ul><ul><ul><li>MySpace Music is the area growing fastest on MySpace </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Very casual, not professional </li></ul></ul><ul><ul><li>Users can customize their own page, so there’s lots of ugliness out there </li></ul></ul><ul><ul><li>Full control of content you see, people you connect with </li></ul></ul>
  52. 96. MySpace <ul><li>Who’s There </li></ul><ul><ul><li>All about socializing </li></ul></ul><ul><ul><li>Much about music and popular culture </li></ul></ul><ul><ul><li>June 2006, MySpace was the most popular social networking site in the United States. </li></ul></ul><ul><ul><li>According to comScore, MySpace was overtaken internationally by main competitor Facebook in April 2008, based on monthly unique visitors. </li></ul></ul>
  53. 98. MySpace Apps <ul><li>MySpace Mobile </li></ul><ul><li>MySpace News </li></ul><ul><li>MySpace Classifieds </li></ul><ul><li>MySpace Karaoke </li></ul><ul><li>MySpace Polls </li></ul><ul><li>MySpace Forums </li></ul>
  54. 100. Ning <ul><li>Social Networking Site ( White Label Site – Start Your Own) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Create your own social network </li></ul></ul><ul><ul><li>Interest area networking </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>You create the tone </li></ul></ul><ul><ul><li>Administrators can customize their own page but there are design controls (more like LinkedIn) </li></ul></ul><ul><ul><li>Full control of content you see, people you connect with </li></ul></ul><ul><ul><li>Can be a closed network or open depending on need </li></ul></ul>
  55. 101. Ning <ul><li>Who’s There </li></ul><ul><ul><li>The people you invite </li></ul></ul>
  56. 104. YouTube <ul><li>Video Sharing and Rating Site ( owned by Google) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Publishing video off your site where people can find it </li></ul></ul><ul><ul><li>Can set up a “channel” of content </li></ul></ul><ul><ul><li>Organizing and publishing video content that can be imbedded in your site with a YouTube player </li></ul></ul><ul><ul><li>Advertising and targeting information to specific users </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Casual to professional, depending on the content you are looking for </li></ul></ul><ul><ul><li>User can rate content – shown by popularity </li></ul></ul><ul><ul><li>Levels of publishing (advertiser, affiliate, member) </li></ul></ul>
  57. 105. YouTube <ul><li>Who’s on There </li></ul><ul><ul><li>Everyone (mirror demographic of the current U.S. Population) </li></ul></ul>
  58. 106. YouTube Channels <ul><li>User Channel (Sign up for a user channel today) </li></ul><ul><li>Affiliate Channel </li></ul><ul><li>Advertiser Channel </li></ul>
  59. 110. LinkedIn <ul><li>Professional Networking Site </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Staying connected with former clients, colleagues, work connections </li></ul></ul><ul><ul><li>Keeping up to date on where people are working </li></ul></ul><ul><ul><li>Prospecting, hiring and promoting an expertise </li></ul></ul><ul><ul><li>Online resume and Developing a company profile </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Very professional, focused on work </li></ul></ul><ul><ul><li>Had minimal connectivity tools until the last few years. </li></ul></ul><ul><ul><li>Full control of content you see, people you connect with </li></ul></ul><ul><ul><li>Creates company pages based on individual listings from employees </li></ul></ul>
  60. 111. LinkedIn <ul><li>Who’s On There </li></ul><ul><ul><li>Professionals </li></ul></ul><ul><ul><li>Companies </li></ul></ul><ul><ul><li>Professional Organizations </li></ul></ul><ul><ul><li>Recruiters </li></ul></ul>
  61. 112. LinkedIn Apps <ul><li>Create your reading list </li></ul><ul><li>Post questions to your connections </li></ul><ul><li>Join professional groups or establish one </li></ul><ul><li>Publish presentations </li></ul><ul><li>Use Tripit tool to let people know where you are </li></ul>