What Is Social Media


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Presentation I gave to representatives from USA Triathlon and other Olympic bodies in March 2009.

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What Is Social Media

  1. 1. What Is Social Media!? What it is, why it is important, and how to get started March 28, 2009 by Jason Peck http://www.jasonfpeck.com http://www.hwy24.com
  2. 2. What is Social Media?! <ul><li>Social Media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. (Source: Wikipedia) </li></ul>
  3. 3. What is it really… <ul><li>People having conversations online </li></ul><ul><li>It’s the tools and content that enable these conversations </li></ul>
  4. 4. Social Media is Powered by… Communication Collaboration Multimedia <ul><li>Blogs </li></ul><ul><li>Forums </li></ul><ul><li>Social networking sites </li></ul><ul><li>Microblogs </li></ul><ul><li>Wikis </li></ul><ul><li>Social news </li></ul><ul><li>Social bookmarking </li></ul><ul><li>Opinion sites </li></ul><ul><li>Video-sharing </li></ul><ul><li>Photo-sharing </li></ul><ul><li>Audio-sharing </li></ul><ul><li>Live streaming </li></ul>
  5. 5. Social Media Definitions <ul><li>Blog - a website for personal or business use that has regular entries consisting of opinions, analysis, news, pictures and/or video </li></ul><ul><li>Why Blog? </li></ul><ul><ul><li>Showcase knowledge </li></ul></ul><ul><ul><li>Become a trusted authority </li></ul></ul><ul><ul><li>Build relationships </li></ul></ul><ul><ul><li>Improve search rankings </li></ul></ul>
  6. 6. Social Media Definitions <ul><li>Microblog - platform for real-time updates and content from various sources (computer or phone-based) </li></ul><ul><li>Why? </li></ul><ul><ul><li>Share interesting content </li></ul></ul><ul><ul><li>Drive traffic </li></ul></ul><ul><ul><li>Build relationships and earn trust </li></ul></ul>
  7. 7. Social Media… <ul><li>IS… </li></ul><ul><li>Transparent </li></ul><ul><li>Authentic </li></ul><ul><li>Engaging </li></ul><ul><li>Human-powered </li></ul><ul><li>Fast! </li></ul><ul><li>IS NOT! </li></ul><ul><li>Fake </li></ul><ul><li>Controlled </li></ul><ul><li>Static </li></ul><ul><li>A fad </li></ul>
  8. 8. How Did We Get Here?
  9. 9. Past <ul><li>Communication and collaboration was difficult and/or expensive </li></ul>
  10. 10. Some History <ul><li>1997 - SixDegrees.com </li></ul><ul><li>1999 - LiveJournal </li></ul><ul><li>2002 - Friendster </li></ul><ul><li>2003 - MySpace, LinkedIn </li></ul><ul><li>2004 - Flickr </li></ul><ul><li>2005 - YouTube, Facebook </li></ul><ul><li>2006 - Twitter </li></ul>
  11. 11. Present <ul><li>Online tools allow us to easily connect, communicate and collaborate </li></ul>*image source: http://vizedu.com/2009/03/what-is-social-media/
  12. 12. The Proof <ul><li>73% of active online users have read a blog </li></ul><ul><li>45% have started their own blogs </li></ul><ul><li>57% have joined a social network </li></ul><ul><li>83% have watched videos online </li></ul>*Universal McCann Comparative Study on Social Media Trends, April 2008
  13. 13. Each minute… <ul><li>15 hours of video </li></ul><ul><li>5,000 new pictures </li></ul>*source: http://www.techcrunch.com/2009/01/30/youtubes-chad-hurley-we-have-the-largest-library-of-hd-video-on-the-internet/ and http://www.flickr.com/photos/
  14. 14. More Proof <ul><li>200 million+ users </li></ul><ul><li>1000%+ growth rate in last year </li></ul><ul><li>7 million unique visitors/month </li></ul>*source: http://www.allfacebook.com/2009/03/facebook-200-million/ and http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success/
  15. 15. Even More Proof <ul><li>Social networks and blogs are more popular than email </li></ul>
  16. 16. A Fundamental Shift <ul><li>All these tools and conversations represent a fundamental shift in the way we communicate </li></ul><ul><li>This is affecting ALL business </li></ul>
  17. 17. Why Should You Care? <ul><li>“ W e are in the social media space because at the heart of our company we very much believe that the consumer is boss.” – Susan Ross, Brand Manager P&G </li></ul>
  18. 18. People Are Talking <ul><li>People talk about things, ideas and companies they love and hate </li></ul><ul><li>These conversations are visible AND influential </li></ul><ul><li>If you don’t listen and participate, your competitors will </li></ul>
  19. 19. Why Should You Care? <ul><li>Only 14% of people trust ads </li></ul><ul><li>But 78% trust recommendations of other consumers </li></ul><ul><li>Huge opportunity to listen, get involved, establish relationships and build trust </li></ul>Social Media Marketing (great, ANOTHER buzz word) Nielsen “Trust in Advertising” Report, 2007
  20. 20. Social Media Marketing <ul><li>When companies take a human approach to marketing by participating in conversations with their audiences </li></ul><ul><li>Engage customers on their own turf to help solve problems and find information </li></ul><ul><li>Turn relationships into a competitive advantage </li></ul>
  21. 21. 6 Principles <ul><li>Listen </li></ul><ul><li>Engage </li></ul><ul><li>Enable </li></ul><ul><li>Share </li></ul><ul><li>Reward </li></ul><ul><li>Participate </li></ul>
  22. 22. Business Benefits <ul><li>Decreased phone calls/emails to customer support </li></ul><ul><li>Share info (and respond to crisis situations) quickly </li></ul><ul><li>Instant feedback on ideas/products </li></ul><ul><li>Increased brand awareness </li></ul><ul><li>Reach a new audience </li></ul><ul><li>Increased traffic and search engine rank </li></ul><ul><li>Extend sponsorships </li></ul><ul><li>Build relationships, increased trust = increased sales </li></ul>
  23. 23. More Business Benefits <ul><li>Build better work relationships </li></ul><ul><li>Better collaboration on projects </li></ul><ul><li>Hiring benefits - find better candidates faster </li></ul><ul><li>Generate new business </li></ul><ul><li>Better relationships, increased trust = increased sales </li></ul>
  24. 24. Businesses Getting Involved <ul><li>63% plan to increase spending on social media marketing this year </li></ul>
  25. 25. Participation, Not Advertising <ul><li>43% of social network users never clicked on ads, and only 11% of those who did actually purchased anything (2008 IDC Study) </li></ul><ul><li>Participation is the new marketing </li></ul>
  26. 26. Dell and Social Media <ul><li>Blog: Direct2Dell </li></ul><ul><li>Launched in 2006 </li></ul><ul><li>Purpose: Give customers a place to share their thoughts, ask questions, and tell us what we can improve on </li></ul><ul><li>Results: about 3-5 million unique views per month </li></ul><ul><li>27% decrease in negative blog posts (49%- 22%) in about one year </li></ul>http://nowisgone.com/2007/10/18/dells-incredible-turnaround /
  27. 27. Dell and Social Media <ul><li>Uses Twitter to promote deals, answer questions and connect with customers </li></ul><ul><li>$1 million in revenue in one year from DellOutlet account </li></ul><ul><ul><li>250k+ followers as of 3/29/09 </li></ul></ul><ul><li>30+ corporate accounts </li></ul>Sources: http://www.dell.com/twitter and http://www.internetnews.com/webcontent/article.php/3790161/What+Keeps+Twitter+Chirping+Along.htm#
  28. 28. Dell and Social Media <ul><li>Social Media for Small Business Page </li></ul><ul><ul><li>33,000+ fans </li></ul></ul><ul><li>Facebook Graffiti Campaign </li></ul><ul><ul><li>7,000 grafittis created in one week </li></ul></ul><ul><ul><li>Over 1 million votes </li></ul></ul><ul><ul><li>But, areas for improvement </li></ul></ul>http://www.facebook.com/dellsocialmedia and http://www.web-strategist.com/blog/2008/03/24/case-study-dissecting-the-dell-regeneration-graffiti-facebook-campaign/
  29. 29. NBA and Social Media <ul><li>NBA Twitter Account - 180k+ followers </li></ul><ul><ul><ul><li>NBAStore Account - 300+ followers </li></ul></ul></ul><ul><li>NBA on Facebook - almost 620k fans </li></ul><ul><li>NBA on YouTube - about 110k subscribers </li></ul><ul><li>Still, areas for improvement </li></ul><ul><ul><li>Reward fans </li></ul></ul><ul><ul><li>Involve sponsors </li></ul></ul>http://twitter.com/nba and http://www.facebook.com/nba and http://www.youtube.com/nba
  30. 30. How To Get Involved - 8 Steps <ul><li>Listen and learn </li></ul><ul><li>Set goals </li></ul><ul><li>Choose what to measure </li></ul><ul><li>Involve employees </li></ul><ul><li>Create a strategy </li></ul><ul><li>Pick tools </li></ul><ul><li>Participate, don’t promote </li></ul><ul><li>Measure results and tweak </li></ul>
  31. 31. Profile Set Up and Best Practices <ul><li>Set up profiles with basic info about organization, logo and link to website </li></ul><ul><li>Based on goals, create strategy for content </li></ul><ul><li>Connect profiles to each other and your main website </li></ul><ul><li>Do searches for people and content that relate to you and interact with them </li></ul><ul><li>Keep content fresh and updated </li></ul><ul><li>Drive people back to your site </li></ul>
  32. 32. Have Questions? Need Help? <ul><li>You can reach me at [email_address] </li></ul>
  33. 33. Additional Reading <ul><li>Shameless Plug - http://www.jasonfpeck.com - My blog about sports and social media </li></ul><ul><li>Social Media 101 by Michael Coffey - http://www.slideshare.net/Coffeyhouse1/social-media-101-1066351?src=related_normal&rel=241446 </li></ul><ul><li>What the F**K is Social Media? By Marta Kagan - http://www.slideshare.net/mzkagan/what-the-fk-social-media </li></ul>