Social Media for SAS User Groups April 2010

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A presentation I gave at SAS Global Forum 2010 to a group of user group leaders. It includes a high-level overview of social media trends, and specifics about how particular social channels could be used to communicate and engage with SAS users.

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Social Media for SAS User Groups April 2010

  1. 1. Social Media forSAS User Groups<br />Dave Thomas<br />@DavidBThomas<br />SAS Social Media Manager<br />April 2010<br />#sgf10<br />
  2. 2. Who is your audience now?<br />Who will be your audience in 2019?<br />What about 2029? 2039?<br />
  3. 3.
  4. 4. Social Media<br />Social media maybe a phenomenon,but it is not a fad.<br />It has already changed the way people(and companies) communicate.<br />
  5. 5. Social Media <br />Social Media:<br />All the different Web-based tools people use to communicate, share and collaborate, including:<br /><ul><li>blogs
  6. 6. microblogging (Twitter)
  7. 7. social networks (LinkedIn, Facebook, Orkut)
  8. 8. video sharing (YouTube, Vimeo, Blip.tv)
  9. 9. Wikipedia and Google Knol
  10. 10. photo sharing (Flickr, Picasa)
  11. 11. podcasts
  12. 12. social bookmarking (Del.icio.us, Digg)</li></li></ul><li>Social Media <br />Social Media:<br />All the different Web-based tools people use to communicate, share and collaborate, including:<br /><ul><li>blogs
  13. 13. microblogging (Twitter)
  14. 14. social networks (LinkedIn, Facebook, Orkut)
  15. 15. video sharing (YouTube, Vimeo, Blip.tv)
  16. 16. Wikipedia and Google Knol
  17. 17. photo sharing (Flickr, Picasa)
  18. 18. podcasts
  19. 19. social bookmarking (Del.icio.us, Digg)</li></li></ul><li>
  20. 20. Social Networks <br /><ul><li>More than 400 million active Facebook users
  21. 21. (January 2009: 150 million)
  22. 22. About 70% of Facebook users are outside the United States
  23. 23. Active SAS groups on Facebook,LinkedIn, Orkut and more</li></ul>Sources: Pew Research, Jan. 2009Facebook, Feb. 2010<br />
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28. <ul><li>752% growth in 2008 and131% percent growth inMarch 2009, with 9.3 millionunique U.S. visitors
  29. 29. Individuals, brands, journalists, political candidates, celebrities and more are “tweeting”</li></ul>Source: Mashable.com, Jan. 2009<br />
  30. 30. Dell has had sales of more than $3 million through its @DellOutlet Twitter account<br />
  31. 31. Video<br />YouTube has more than 300 million viewers worldwide<br />83% of Internet users watch video online<br />In Sept 2009, there were more videos watched on YouTube in the US (10.3 B) than searches performed on Google (9 B)<br />Sources: YouTube, Oct. 2009Universal McCann, July 2009Search Engine Watch, Oct. 2009<br />
  32. 32.
  33. 33. “Meanwhile, within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’ stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars.”<br />Times of London, July 22, 2009<br />
  34. 34. “Google has quietly been launching a social network right under our own chins.”<br />Jeremiah Owyang<br />
  35. 35. Google Wave <br />
  36. 36. Google Buzz<br />
  37. 37. Google Sidewiki<br />
  38. 38. Location-based applications<br />
  39. 39. So what?<br />
  40. 40. Question: Which of the following Web sites do you visit to network with professionals?*<br />2008: n= 533 2009: n=265<br />Other sites were not included in the 2008 survey. <br />
  41. 41. Social media at SAS<br />
  42. 42. SAS fans are active in a variety of places online<br />
  43. 43. What can you doto reach them?<br />
  44. 44. Key Concept:<br />Home Base and Outposts<br />
  45. 45. Twitter<br />Facebook<br />LinkedIn<br />YouTube<br />blog<br />Web page<br />
  46. 46. Four keys to success in social media<br />
  47. 47. Keep it up<br />Social media is not a quick fix. Establishing a presence takes time.<br />
  48. 48. Keep it active<br />Social media is about community, sharing and immediacy. Contribute on a regular basis and keep your content fresh.<br />
  49. 49. Keepit real<br />Social media is a toolbox, not a strategy. Your activities must tie directly to established goals and objectives.<br />
  50. 50. Gear your efforts toward what your audience cares about...<br />Keep it relevant<br />…not what youcare about.<br />
  51. 51. What exactly are we talking about?<br />
  52. 52. Sources: Universal McCann, March 2008 BuzzLogic, Oct. 2008<br />Blogs <br /><ul><li>346,000,000 people globally read blogs
  53. 53. 47% of online consumers read blogs
  54. 54. 50% of blog readers find them useful for making purchase decisions</li></li></ul><li>20+ customer blogs about SASin English<br />
  55. 55. Blogs: the advantages<br />Personal and timely<br />Support your Web site<br />Build your reputation by providing value<br />
  56. 56. Blogs: the challenges<br />Need to be active<br />Need to be promoted<br />Invite comments and sometimes criticism<br />
  57. 57. What user groups can do <br />Search key terms on Google Blog Search.<br />Determine your unique value.<br />Find excited bloggers to contribute.<br />Repurpose content you’re already creating.<br />Start a free blog on Wordpress and try it out.<br />
  58. 58. Social Networks <br /><ul><li>More than 350 million active Facebook users
  59. 59. About 70% of Facebook users are outside the United States
  60. 60. Active SAS groups on Facebook,LinkedIn, Orkut and more</li></ul>Sources: Pew Research, Jan. 2009Facebook, Jun. 2009<br />
  61. 61.
  62. 62. <ul><li>The most prominent business networking site
  63. 63. More than 30 million active users
  64. 64. More than 100 SAS-related groups</li></li></ul><li>
  65. 65.
  66. 66. Social networks: the advantages<br />Building relationships<br />Personalizing your business life, and vice versa.<br />Presenting your expertise (LinkedIn Groups and Discussions)<br />Creating a presence with global reach, with a minimum of resources.<br />
  67. 67. Social networks: the challenges<br />Hard to prospect without sounding spammy<br />Some companies and government agencies block access to social networks.<br />It can be hard to stand out as reputable.<br />Lots of noise.<br />
  68. 68. What user groups can do<br />Create a LinkedIn group.<br />Connect with your members.<br />Connect with other user groups.<br />Watch what organizations like yours are doing.<br />Share news and information.<br />Do the same thing on Facebook.<br />
  69. 69. <ul><li>752% growth in 2008 and131% percent growth inMarch 2009, with 9.3 millionunique U.S. visitors
  70. 70. Individuals, brands, journalists, political candidates, celebrities and more are “tweeting”</li></ul>Source: Mashable.com, Jan. 2009<br />
  71. 71. Lots of SAS people on Twitter<br />
  72. 72. SAS GlobalForum 2009<br />Twitter hashtag (#sgf09) saw more than 500 tweets during the event and more than 1,000 total. Majority of tweets came from non-SAS people.<br />
  73. 73. Twitter: the advantages<br />Short, quick and immediate<br />Supports other channels (web site, blog)<br />Hashtags allow for events, conferences and issues.<br />Twitter search can show you who’s talking about what.<br />
  74. 74. Twitter: the challenges<br />Twitter can’t be your only social media channel.<br />It’s not the place for hard sell and marketing.<br />It’s a firehose.<br />
  75. 75. What user groups can do<br />Create a Twitter account.<br />Connect with your members.<br />Connect with other user groups.<br />Watch what organizations like yours are doing.<br />Share news and information.<br />Promote your other online presences.<br />
  76. 76. Video<br />YouTube has more than 300 million viewers worldwide<br />83% of Internet users watch video online<br />In Sept 2009, there were more videos watched on YouTube in the US (10.3 B) than searches performed on Google (9 B)<br />Sources: YouTube, Oct. 2009Universal McCann, July 2009Search Engine Watch, Oct. 2009<br />
  77. 77. SAS New Media and country offices are uploading video to YouTube<br />
  78. 78. Video: the advantages<br />YouTube is becoming a major search tool.<br />Video can be a personal, immediate and enjoyable way to communicate.<br />Small, inexpensive, simple-to-use video cameras make it easy to capture and share events.<br />
  79. 79. Video: the challenges<br />It’s easy to make videos; it’s hard to make good videos.<br />It’s nearly impossible to make a video “go viral.”<br />Video is not a good medium for sharing extensive, in-depth information.<br />
  80. 80. What user groups can do<br />Think about the search aspect – what do you want someone to find if they search for you?<br />Shoot video highlights of your meetings.<br />Interview your members.<br />Shoot promotional videos for your events.<br />Promote videos in other channels.<br />Leverage the video SAS creates.<br />
  81. 81. Social search<br />“… the most relevant content presented by the search engines will include, and perhaps prioritize, recommendations and referrals from our social graph. What social search means for marketers now, however, is this: If you do not start now building a network of fans, followers and friends who trust you, your company or your brand, you may quickly become irrelevant in not just social media, but in search too.”<br />“What social search means to your business”by Jason Falls, Nov. 2009<br />
  82. 82. Where to now?<br />
  83. 83. <ul><li>Ask your users where they are.
  84. 84. Join LinkedIn, Facebook, Twitter, YouTube and find the relevant blogs in your area.
  85. 85. See what other user groups are doing.
  86. 86. Connect with them.
  87. 87. Read, follow, listen and understand.
  88. 88. Start to participate.
  89. 89. Let us know how it goes.</li></li></ul><li>Questions?<br />
  90. 90. Connect with me <br />http://dbthomas.com<br />Dave.Thomas@sas.com<br />Twitter.com/DavidBThomas<br />LinkedIn.com/in/dbthomas<br />Blogs.sas.com/socialmedia<br />Delicious.com/davidbthomas<br />Photo: Re-ality, http://www.flickr.com/photos/re-ality/<br />
  91. 91. Copyright © 2006, SAS Institute Inc. All rights reserved.<br />
  92. 92. Other than my own, the photos in this presentation were sourced via www.creativecommons.org and Flickr, and are licensed under Creative Commons. My sincere thanks.<br /> Cambridge Horizon by Andrew Stawarz<br /> The Boy with the BlackBerry by David B. Thomas<br /> Happy 50th birthday hula hoop by Tony the Misfit<br /> My Social Network by Luc LeGay<br /> Metro Audience by liz noise<br /> RaygunGothic Rocketship by greenmelinda<br /> Solar System Montage of Voyager Images from NASA/courtesy of nasaimages.org<br /> Keys by Bohman<br /> Juggling Swords and Chainsaws by morbuto<br /> Active Boy by David B. Thomas<br /> Beautiful Tools by geishaboy500<br /> Bullseyeby jessehogie<br /> Apples and Oranges by thebusybrain<br /> Keyboard Blur by striatic<br /> The Real Impact of Social Networking at Work by Robert S. Donovan<br /> YouTube and Joost by thms.nl<br /> Speedy’sat the Grand Canyon by David B. Thomas<br /> PuntoInterrogativo by Silgeo<br /> Too Many Cables by re-ality<br />TahbesSyncro Camera by John Kratz<br />Photo credits<br />

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