A FUNDAMENTAL SHIFTEvery two days we create as much information as wedid from the dawn of civilization until 2003. – EricSchmidt, CEO of Google. “I spend most of my time assuming the world is not ready for the technology revolution that will be happening to them soon.” – Schmidt, Aug. 2010 This video by Socialnomics is a good place to start.
SOME STATS IN 30 SECONDS FLATThere are more than 1 billionFacebook users. That’s 1/6 of theworld’s population.50% of people are active on socialmedia at least once a day.There are more than 300 millionpeople on Twitter. 46% of businesses use new media for advertising.Social media accounts for every 1in 6 minutes in the U.S. 66% of users say new media has made them more loyal to a brand.The second largest demographicon Facebook is 55-year-oldwomen. 77% of the Internet reads blogs.
NEW MEDIA STEREOTYPESEveryone has an idea of what social media is.Blogging is for celebrity news junkies and vapidfashionistas.Twitter’s for self-absorbed narcissists and theirsandwiches.Facebook is only used for things like...
THIS. To be fair, Facebook WAS created because of college girls... Mark Zuckerburg followed in the footsteps of many great men who changed the world mostly to get noticed by women.
OR THIS... Baby photos DO account for a lot of pictures posted to Facebook... But that is merely a testament for how useful social media can be in bringing families together.
OR (UGH) THIS. While social media can be used for all of these things and more (just ask former Rep. Anthony Weiner. Or Bret Farve...)“Welcome to the gun show.”
IT CAN BE A WHOLE LOT MORE...New media gives everyone the power of masscommunication and creates a digital common.Everyone is a broadcaster, an editor and a contentcreator (to some extent). What separates the good fromthe bad is how well you can do those things...
DEVIL’S IN THE DETAILSSome terms that will be useful for you to remember: The jargon The ideas Tweet Digital common Status update Attention economy Page vs. account Media Storm Blog post Social TV Tagging New vs. social media
FOUR IMPORTANT CONCEPTS1) For the ﬁrst time communication is many to many(rather than few to many).2) Message consumers are also producers.3) The Internet facilitates unprecedented organizationand coordination. (Think Susan Komen For The Cure...)4) The Internet age has just begun...
SO WHAT’S THAT MEAN TO ME?New media offers you anopportunity to market your It boosts your exposurebusiness. (improving the likelihood of tradition mediaAnd provide customer coverage.)support. And gives you top-of-mindAnd gather information. awareness in a targetedAnd ideas. audience.And protect yourreputation.
BUT FIRST, A LITTLE ABOUT ME...WSU grad, printjournalism experienceand new mediaentrepreneur.Nominated forGWATA’s A few links:Entrepreneur of the Wenatchee World articleYear Award 2012. Icicle TV piece The Knife Blog
THE BASICS: EXPERIENCE MARKETINGHere are some speciﬁcs aboutindividual platforms. This is justa broad overview.Each have their strengths. Theimportant thing to realize is thatyou’re like a carpenter – youshould use the whole toolboxwhen building a deck.Key tenant? A good social mediapresence is like a goodscrapbook. It’s the best of life!
FACEBOOK Facebook sets the bar for every other social site in the world. It is the Galactic Empire of the digital universe... If Facebook were a country it’d be 3rd biggest in the world.The 35+ demo now represents 30% of Its founder, Mark Zuckerberg, isFacebook’s users. the world’s youngest billionaire and one of the most powerful71% of the U.S. audience is on people on the planet.Facebook. Launched in 2004, it now has 157% of people talk to more people billion users and counting.online than in real life.
TIMELINEThere are two main types of pages:business pages and personal accounts.Becoming “friends” means connectingpersonal accounts. Becoming a “fan”means having clicked “like” on anorganization’s page (an importantdistinction).Timeline business pages are the newaddition (rolled out on Wednesday) andwill yet again revolutionize the way wemarket to our customers via socialmedia. The Zuck’s dog Beast has more than 250,000 fans.
TWITTER “Facebook is for the people you know and hate. Twitter is for those you’ve never met but love.”Twitter is a broadcast medium.You send messages to a group in140 characters or less.At its most basic, it’s a statusupdate service.While Facebook is relationship-driven, Twitter is dialogue driven.People connect over commoninterests rather than experiences. Kogi Korean BQQ Truck in L.A. has more than 92,000 followers who pay attentionThere are tweeting babies, to the truck as it tweets its location everytweeting ball players and day around lunchtime. In minutes peopletweeting politicians. Even cows! are lined up around the block.
BLOGGING: THEATTENTION ECONOMY Two main blogging platforms, WordPress and Blogger. Blogs are a good home for any PR writing and a showcase for your business. The important things are consistencyStories are currency in the and longevity. This is a marathon, not anew media world. It’s an sprint.attention economy. Sharestories. Build social capital. Examples: Caffe Mela, The Knife andCreate advocates. mine.
SO LET’S GET STARTED!Starting a blog.Making a Facebook page.Setting up a twitter account.Starting a LinkedIn account.Incorporating your smartphone (if you have one).
BRANDS THAT GET IT Old Spice, Red Bull and Skittles all have highly successful new media marketing campaigns. Converse Shoes, the brand with the most fans on Facebook (40 million), got there by fostering conversation. “We listen more than talk,” Chief Marketing Ofﬁcer Geoff Cottrill.Starbucks grew their This Super Bowl ad by Volkswagen following in a very already had nearly 100,000 views organic way by on YouTube the day before the strategically setting game. Afterward those numbers out to do so. skyrocketed.
YOUTUBE/VIMEO With millions of YouTube users globally, there are roughly 24 videos uploaded every minute. YouTube is the Internet’s second-largest search engine, ranking behind Google. Vimeo is YouTube’s cool younger Good video content is dynamic, brother. It provides more advanced visually stimulating and if done features and a sleeker design. right, adds great value to your marketing efforts. Vimeo video quality is higher and the Here’s an example of good video paid Pro accounts offer worthwhilecontent and here’s one of less than perks. stellar content.
MORE SITESPinterestLinkedInDropboxBitlyHootSuiteMySpace (j/k)
FLICKRLargest photo sharingsite on the Internet.Free accounts giveusers 100 MB of freestorage and private A picture tells a thousand words and a good Flickr account can really help telland public settings for your business’ story with minimal effort.their images. Here’s an example of a well-tended Flickr account from the Wenatchee AppleSox.
FROM CREATOR TO CURATORDon’t think that you need tobe constantly creatingoriginal content.In this digital age where weall create so much content itis as important to ﬁndrelevant content and pass iton as it is to create originalcontent.
CREATING ADVOCATESThe. Single. Most. Important. Aspect.ofnewmediamarketing.Mission Ridge “Votes for Vids” Facebook contest. Thedifference between posting and engagement.Creating advocates: Leadership lessons from theDancing Guy at Sasquatch.
GOOD LOCAL EXAMPLESMcGlinn’s Public HouseCaffe MelaChildren’s Dentistry of Wenatchee