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What is social media?

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Originally presented in November 2010 as part of the CIB Sessions.

Published in: Business
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What is social media?

  1. 1. WHAT IS SOCIALMEDIA
  2. 2. VARIOUSDEFINITIONS
  3. 3. Socialmediausesweb-basedtechnologiestoturn communicationintointeractivedialogues VARIOUSDEFINITIONS
  4. 4. AgroupofInternet-basedapplicationsthatbuildon theideologicalandtechnologicalfoundationsof Web2.0,whichallowsthecreationandexchangeof user-generatedcontent VARIOUSDEFINITIONS
  5. 5. Anumbrellatermthatdefinesthevariousactivitiesthat integratetechnology,socialinteractionandthe constructionofwords,pictures,videosandaudio VARIOUSDEFINITIONS
  6. 6. Businessesalsorefertosocialmediaas consumer-generatedmedia(CGM) VARIOUSDEFINITIONS
  7. 7. INREALITY...
  8. 8. Thinkofregularmediaasaone-waystreetwhereyoucanread anewspaperorlistentoareportontelevision,butyouhave verylimitedabilitytogiveyourthoughtsonthematter INREALITY...
  9. 9. Socialmedia,ontheotherhand,isatwo-waystreet thatgivesyoutheabilitytocommunicatetoo INREALITY...
  10. 10. THETOOLS Socialmediacantakemanydifferentforms, including:
  11. 11. Internetforums THETOOLS e.g.Buildingforum,RIBAnet,PropertyNetwork, TheConstructionIndex
  12. 12. Socialnetworking THETOOLS e.g.Facebook,LinkedIn,TheConstruction Network,Mumsnet,Ning
  13. 13. Blogs THETOOLS e.g.Blogger,ExpressionEngine,Wordpress, CNplus,RIBAblogs
  14. 14. Microblogging THETOOLS e.g.Twitter,Yammer
  15. 15. Wikis THETOOLS e.g.Wikipedia,RIBApedia
  16. 16. Pictures THETOOLS e.g.Flickr,Photobucket
  17. 17. Video THETOOLS e.g.YouTube,Vimeo
  18. 18. Social bookmarking THETOOLS e.g.StumbleUpon,Zootool
  19. 19. WHEREAREWENOW?
  20. 20. IfFacebookwasacountryitwouldbethethirdmostpopulated intheworld,aheadoftheUnitedStates –withonlyIndiaandChinabeingmorepopulated WHEREAREWENOW?
  21. 21. WHEREAREWENOW? 500billionMinutesarespentonFacebookeverymonth –upfrom150billionin2009
  22. 22. WHEREAREWENOW? 2billionYouTubevideosviewedperday –twiceasmanyastherewerein2009
  23. 23. WHEREAREWENOW? 4billionimageshostedonFlickr
  24. 24. WHEREAREWENOW? 95%ofcompaniesnowuseLinkedIntofindandattract (andprobablyvet)employees -59%useFacebookand42%useTwitter
  25. 25. WHEREAREWENOW? 27milliontweetsperdayonTwitter -8xthevolumecomparedto2009
  26. 26. WHEREAREWENOW? 2100ArchitectureGroups onLinkedIn
  27. 27. WHEREAREWENOW? 2100ArchitectureGroups onLinkedIn 3700Construction GroupsonLinkedIn
  28. 28. WHEREAREWENOW? 108 Architecture,Engineer &Constructor(AEC) groupsonLinkedIn 2100ArchitectureGroups onLinkedIn 3700Construction GroupsonLinkedIn
  29. 29. WHEREAREWENOW? 108 Architecture,Engineer &Constructor(AEC) groupsonLinkedIn 2100ArchitectureGroups onLinkedIn 3700Construction GroupsonLinkedIn 1309Memberson BuildingNetwork
  30. 30. WHEREAREWENOW? 108 Architecture,Engineer &Constructor(AEC) groupsonLinkedIn 2100ArchitectureGroups onLinkedIn 3700Construction GroupsonLinkedIn 4057 Memberson TheProperty Network 1309Memberson BuildingNetwork
  31. 31. WHEREAREWENOW? 108 Architecture,Engineer &Constructor(AEC) groupsonLinkedIn 2100ArchitectureGroups onLinkedIn 3700Construction GroupsonLinkedIn 4057 Memberson TheProperty Network 1309Memberson BuildingNetwork 1637 MembersonThe Construction Network
  32. 32. WHEREAREWENOW? Sufficetosaythatthistypeofactivityisheretostay,especially forthegenerationthat’scomingintoemploymentnow -morethanhalfthehumanraceisundertheageof30
  33. 33. Thewayweaccesstheinternetandsocialmediaisevolvingquicklyaswenowhaveaccesswhereverweareviasmartphonesandtablets (iPhone,Blackberry,AndroidandiPad) WHEREAREWENOW?
  34. 34. WHATDOESITMEAN?
  35. 35. WHATDOESITMEAN? Firsttherewasprintmedia Thentherewastheinternet Nowthereissocialmedia Allofwhichrequirethedeliveryofqualitycontent
  36. 36. WHAT’STHE DIFFERENCE?
  37. 37. WHAT‘STHEDIFFERENCE? Transparent Inclusive Immediate Vibrant Awayforpeopletotalkaboutyourbrandatanytimeofthedayornight Authentic Consumer-driven
  38. 38. WHYDOIT?
  39. 39. Becausevisitingsocialsitesisnowthe3rdmostpopularonline activity–aheadofpersonalemail WHYDOIT?
  40. 40. Withtheincreaseinemailandalackofexhibitions,people requiremoreofaninteraction-albeitelectronically WHYDOIT?
  41. 41. Cangiveapersonalitytothebrand thatacorporatewebsitewon’t WHYDOIT?
  42. 42. Immediate,responsiveandcollaborative WHYDOIT?
  43. 43. ImproveyourSEO WHYDOIT?
  44. 44. Isagreatwaytogaugebrandperceptionona dailybasisandtobeabletocounteranynegativity WHYDOIT?
  45. 45. Seeitasanaturalextensiontoyour publicrelations customerservice loyaltybuilding collaboration networking thoughtleadership ...andcustomeracquisition WHYDOIT?
  46. 46. Youcaneitherbepartofitorignoreit, WHYDOIT? butbewarned,yourcompetitorsareprobablyalreadydoingit!!
  47. 47. ARECENTSURVEY STATESTHAT...
  48. 48. Morethanathird(39percent)ofsmallfirmsreported thattheyusedsocialmediaformarketinglastyear, accordingtoanewreport ARECENTSURVEYSTATESTHAT...
  49. 49. AmericanExpressOPEN's"SmallBusinessMonitor" reportfortheautumnhasrevealedthatFacebook remainsthemostpopularwithsmallbusinessowners ARECENTSURVEYSTATESTHAT...
  50. 50. Overaquarter(27percent)thatusedsocialmedia claimedtouseFacebook ARECENTSURVEYSTATESTHAT...
  51. 51. Thisiscomparedtounderoneintenfortheprofessional networkLinkedIn(9percent),8percentforTwitterand fivepercentthatusedabloginstead ARECENTSURVEYSTATESTHAT...
  52. 52. Themainreasoncitedbybusinessownerswasto increaseexposurefortheirbusiness,while15percent wantedtodrivetraffictotheirsite ARECENTSURVEYSTATESTHAT...
  53. 53. SOMEGUIDELINES
  54. 54. GoogleAlerts Tweetdeck RSS SOMEGUIDELINES
  55. 55. Facebook Twitter LinkedIn YouTube TheConstructionNetwork BuildingForum Blog SOMEGUIDELINES
  56. 56. Reach Buzz Sentiment Influence Whatmatterstothebusiness SOMEGUIDELINES
  57. 57. WHAT IS SOCIALMEDIA
  58. 58. DELIVERABLES Websitevisitors Leads Customers »»»
  59. 59. DELIVERABLES Givesyourcompanyasocialfacethatcanenhance thecorporateposition Offersaninsightintoacompany’sphilosophyand personality Provides‘fans’withthebackstorytocompany initiativesanddevelopments -awindowintobehindthescenesactivity
  60. 60. DELIVERABLES Aplatformforfeedbackanddiscussion Updatescanbetimely-asthe‘non’professional (notunprofessional)contentallowsforquicker turnaround Frequency,ascontentcanbedevelopedon relativelysmallbudgets
  61. 61. DELIVERABLES Goodexample: Tritonshowers
  62. 62. DELIVERABLES Positioning-presentsanorganisationasauthoritativeandabletoinform othersofdevelopmentswithinitsfieldofexpertise Givesaperceptionofpace–ofcontinualinnovationandforwardthinking Commenting Campaigning Engagement Usingbitesizepiecesofpre-generatedcontent
  63. 63. DELIVERABLES Goodexample: SuButcher
  64. 64. DELIVERABLES CreateYouTubechannel Upload Corporatevideos Trainingvideos Sitevisits Employeevideos Uservideos LinkedtoFacebook BroadcastviaTwitter
  65. 65. DELIVERABLES Goodexample: RIBA
  66. 66. DELIVERABLES Therearecurrently126millionblogsontheinternet Blogsrequirecommitment,evenifanelementis managedbyathirdpartyi.e.anagency Adefinitepersonalityisrequired Caution
  67. 67. DELIVERABLES Demonstrateauthority Proveindustryleadership Voiceopinion Giveanswers Supportyourmarketingcampaigns Encouragefeedbackandcomment However,greatto
  68. 68. DELIVERABLES Goodexample: FionaRussell-Horne
  69. 69. DELIVERABLES Goodexample: CIBLimited
  70. 70. GETTINGSTARTED
  71. 71. Establishinggoals Determiningsocialmediachannels Mappingresponsibilities Settingup/customisingchannels Settingupcontentstrategy GETTINGSTARTED
  72. 72. Settingmetrics Settingupengagementframework Developingsocialmediapolicy Publishingcontent Monitoringandmeasurement GETTINGSTARTED
  73. 73. Anadditionaldistributionchannelforexistingactivity Signposting Asimpleextensiontoyourmarketingactivity Linkstopressreleases Casestudyphotolibrary Postingadvertisingcampaigns Linkstoon-linepresence GETTINGSTARTED
  74. 74. Portrayingapersonality Creatinga‘backstory’ NB:rememberFacebook! Interviewingkeypersonnel Sitevisits Coverageofexhibitions,conferencesandevents Fullyintegratedcampaigns Callstoaction Customerinteraction GETTINGSTARTED
  75. 75. Extensionofcustomerservices Pro-activecommunications Following Re-tweeting Replying #tagging Searchterms Trendingterms Havingaconversation! GETTINGSTARTED
  76. 76. Utiliseexistingcommunicationschannels -website,advertising,PR,directmail Onstationery,emailsignatures Involve/incentivisestaff Competitionsonandoff-line GETTINGSTARTED
  77. 77. PRACTICEWHATYOU PREACH
  78. 78. Startfollowing@catherinet_cib onTwittertonightandwina mysteryprize… PRACTICEWHATYOUPREACH Firstfivepeopleto‘like’theCIBCommunications, LeatherheadpageonFacebooktomorrowwillwin abottleofchampagne
  79. 79. WHATNOW? Speaktous: 01372371800 www.cibcommunications.co.uk

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