Harnessing The Power Of Social Media May 2008

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A workshop presentation on "how to" Web 2.0 and social media with lots of case study examples from Cisco, Prescient Digital Media, and others.

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Harnessing The Power Of Social Media May 2008

  1. 1. The Wisdom of Crowds © 2008 Prescient Digital Media www.PrescientDigital.com Harnessing the Power of Influencers By Toby Ward, Prescient Digital Media
  2. 2. The power of ‘group’ <ul><li>Jellybeans in a jar: the average guess of all the guesses is almost always closer than the closest guess </li></ul>
  3. 3. Google ‘gets it’ <ul><li>Utilizes page rankings to gather collective intelligence </li></ul>
  4. 4. The crowd is the influencer
  5. 5. Social media / Web 2.0 <ul><li>Promote networks of relationships </li></ul><ul><li>Transforms users into publishers </li></ul><ul><li>Discuss, share & collaborate </li></ul><ul><li>From one to many -> many to many </li></ul>
  6. 6. Web 2.0 (adapted from Shel Holtz) <ul><li>Conversation-enabled publishing platforms </li></ul><ul><ul><li>Blogs, podcasts, Technorati </li></ul></ul><ul><li>Social networks </li></ul><ul><ul><li>Facebook, LinkedIn, MySpace </li></ul></ul><ul><li>Social bookmarking </li></ul><ul><ul><li>Delic.io.us, Digg, StumbleUpon </li></ul></ul><ul><li>Democratized content networks </li></ul><ul><ul><li>Wikipedia, Yahoo! Groups, MyStarbucksIdea </li></ul></ul><ul><li>Presence networks (micro-blogging) </li></ul><ul><ul><li>Jaiku, Twitter, Pownce </li></ul></ul><ul><li>Content sharing sites </li></ul><ul><ul><li>YouTube, Flickr, ePinions.com </li></ul></ul><ul><li>Virtual networking platforms </li></ul><ul><ul><li>Second Life, There.com </li></ul></ul>
  7. 7. Social media revolution <ul><li>6 of the Top 10 most visited sites on the Internet (Feb 2008) </li></ul><ul><li>Source: Alexa.com </li></ul><ul><li>Yahoo! </li></ul><ul><li>YouTube </li></ul><ul><li>Windows Live </li></ul><ul><li>Google </li></ul><ul><li>Myspace </li></ul><ul><li>Facebook </li></ul><ul><li>MSN </li></ul><ul><li>Hi5 </li></ul><ul><li>Wikipedia </li></ul><ul><li>Orkut </li></ul>
  8. 8. Brodeur/OmniComm Study <ul><li>61% of reporters say blogs affect story tone </li></ul><ul><li>50% say blogs influence editorial copy </li></ul><ul><li>Three-quarters get story ideas from blogs </li></ul><ul><li>20% spend at least an hour per day reading blogs </li></ul>
  9. 9. Corporate Reputation <ul><li>The sum total perception of consumer’s total interactions with the company </li></ul><ul><li>Includes: </li></ul><ul><ul><li>the intangibles that bridge a product or service promise </li></ul></ul><ul><ul><li>the customer’s demand </li></ul></ul><ul><ul><li>customer’s opinion of that promise </li></ul></ul><ul><li>The Internet is one of the most important touch points </li></ul>
  10. 10. Tapping the buzz <ul><li>McKinsey has found that 54% of all sales are influenced by buzz marketing (or a lack thereof) </li></ul><ul><li>Word of mouth is more powerful and technology accelerates word of mouth 1 </li></ul><ul><ul><li>1 Mark Hughes - Buzzmarketing.com - 2004-2005 </li></ul></ul><ul><ul><li>2 Renee Dye - McKinsey & Company, “The Buzz on Buss” 2001 </li></ul></ul>
  11. 11. Reputation = Money $$$$ <ul><li>Over 90% of analysts agree: </li></ul><ul><ul><li>If a company fails to look after its reputation it will ultimately suffer financially too . </li></ul></ul><ul><li>The most reliable information sources : </li></ul><ul><ul><li>company websites </li></ul></ul><ul><ul><li>customer research </li></ul></ul><ul><li>Source: Hill & Knowlton, Return on Reputation </li></ul>
  12. 12. Failure to communicate <ul><li>The failure to provide appropriate information will lead to negative ratings: </li></ul><ul><ul><li>90% saying that it is fairly likely/very likely/or certain to </li></ul></ul><ul><li>Source: Hill & Knowlton, Return on Reputation </li></ul>
  13. 13. “ We don’t own the news any more.” -BBC
  14. 14. RedCross.org <ul><li>Blog postings mentioning “Red Cross” increased by 10 to 20 times after Katrina (source: Intelliseek Blogpulse) </li></ul><ul><li>Redcross.org visits jumped to more than 1 million visits – more than 32x the avg. daily </li></ul><ul><li>In a few days donations through the website topped $100 million </li></ul>
  15. 20. Intranet Blog <ul><li>In 400 days, from zero to 4,000 people per day </li></ul><ul><li>Dramatically improved Google rankings </li></ul><ul><ul><li>Prescient is now #1 in the World for: </li></ul></ul><ul><ul><ul><li>“ intranet consultant” and “intranet consulting” </li></ul></ul></ul><ul><li>More than 2,300 links </li></ul><ul><li>Up to 12,000 page view per day </li></ul><ul><li>Increased corporate consulting revenue by 40% </li></ul><ul><li>Primary source for many Fortune 500 clients including HSBC, RBC and Nintendo </li></ul>
  16. 21. Flogging <ul><li>A fake blog used as sales tool </li></ul><ul><li>Walmarting Across America </li></ul><ul><li>Written by two Walmart “fans” </li></ul><ul><li>Drove RV across US blogging about Walmarts </li></ul><ul><li>Later revealed they were paid </li></ul><ul><li>All cooked-up by Edelman PR </li></ul><ul><li>http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm </li></ul>
  17. 22. WalMart employees weigh-in “… have watched the company go from a family oriented environment to “who gives a crap make us more money environment.”
  18. 23. Podcasting <ul><li>Many TV and most radio programs now provide podcast versions </li></ul><ul><li>Microsoft, GM and Volvo and many others </li></ul>
  19. 24. “Five Minutes with …” <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
  20. 25. Wiki <ul><li>Wikis allow everyone to participate </li></ul><ul><li>Wiki is stripped down CMS </li></ul><ul><li>Any user can edit any other’s text </li></ul>
  21. 26. Wikipedia.org <ul><li>9 million files, 75,000 active authors, 250 languages </li></ul>
  22. 28. Wiki-based intranet: Placemaking
  23. 30. Facebook <ul><li>Facebook quick Facts: </li></ul><ul><ul><li>Active users: 70 million </li></ul></ul><ul><ul><li>Monthly new user average: 4 million </li></ul></ul><ul><ul><li>Daily new user average: 200,000 </li></ul></ul><ul><ul><li>Page views: Over 15 billion per month </li></ul></ul><ul><ul><li>Searches: Over 500 million per month </li></ul></ul><ul><ul><li>Largest networks: London , UK 1,632,273 and Toronto , Canada 933,960 </li></ul></ul><ul><ul><li>Traffic rank: 7 th most visited website </li></ul></ul><ul><ul><li>Photos: 2.7 billion </li></ul></ul>
  24. 32. Join the discussion – TripAdvisor.com
  25. 34. YouTube Power
  26. 35. Dove Evolution <ul><li>One of the Top 15 most-linked-to videos among bloggers ( Technorati ) </li></ul><ul><li>Featured segments on TV shows including: </li></ul><ul><ul><li>&quot;The View&quot; </li></ul></ul><ul><ul><li>&quot;Ellen&quot; </li></ul></ul><ul><ul><li>CNN </li></ul></ul><ul><ul><li>&quot;Entertainment Tonight&quot; </li></ul></ul><ul><ul><li>&quot;Geraldo&quot; </li></ul></ul><ul><li>Won best commercial of the year at Cannes </li></ul>
  27. 36. Presence - Twitter
  28. 37. Social Bookmarking
  29. 40. Who’s talking about / blogging you? <ul><li>Search the blog services: </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Bloglines </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><li>Search the message boards: </li></ul><ul><ul><li>Yahoo! </li></ul></ul><ul><ul><li>AOL </li></ul></ul><ul><ul><li>MSN </li></ul></ul><ul><ul><li>epinions.com </li></ul></ul><ul><ul><li>CNET </li></ul></ul><ul><li>Search the bookmarking sites: </li></ul><ul><ul><li>Deli.cio.us </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Slashdot </li></ul></ul>
  30. 41. Who’s monitoring the discussion? <ul><li>If you don’t have the staff to monitor these services, how do you know what’s being said? </li></ul>
  31. 43. Other Tools <ul><li>Hitwise's search term analysis - type a phrase and it will list the sites that receive the most traffic and their % share </li></ul><ul><li>WhoLinksToMe.com – type in your URL and find out what websites link to your website </li></ul><ul><li>WordTracker – competitive analysis tool to seek out the best keywords based on over 300 million keyword phrases </li></ul><ul><li>CNW – tracking services </li></ul>
  32. 44. Best Practices <ul><li>Planning – the essential requisite </li></ul><ul><li>Leadership sets the tone </li></ul><ul><li>Engaging the audience </li></ul><ul><li>Evolution, not revolution (pilot) </li></ul><ul><li>Benchmark and cherry-pick from the leaders </li></ul><ul><li>Monitor the conversation </li></ul><ul><li>Keep pace with the trends and best practices </li></ul><ul><li>Measure, measure, measure </li></ul>
  33. 45. Measures <ul><li>Sales </li></ul><ul><li>Lead conversion </li></ul><ul><li>Google rankings </li></ul><ul><li>Cost savings </li></ul><ul><li>Links to you </li></ul><ul><li>Traffic (visits, page views) </li></ul><ul><li>Good vs Bad Conversation (monitoring) </li></ul><ul><li>User satisfaction / employee engagement </li></ul>
  34. 46. Project Methodology
  35. 47. Toby Ward, Prescient Digital Media Ph: 416.926.8800 email: toby@prescientdigital.com www.IntranetBlog.com www.GetStrat.com www.PrescientDigital.com http://blog.ragan.com/contentmatters/ http://intranetreport.libsyn.com/ Facebook: “Intranet Global Forum”

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