Social Media Introduction


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-By Clay McDaniel
Created for MSFT Alum and SMCSeattle Social Media 101 event at UW on Sept 16, 2010.

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Social Media Introduction

  1. 1. Social Media 101 A work session for MSA members, programmed by SMC Seattle! September 16, 2010
  2. 2. Welcome! <ul><li>~5:00 – ~5:30 Introductory Remarks & Context-Setting </li></ul><ul><li>~5:30 – 6:00 Coffee / Connecting Break </li></ul><ul><li>6:00 – ~8:00 Breakout Sessions </li></ul><ul><li>~8:00 Wrap-Up! </li></ul>
  3. 3. Who’s Here? <ul><li>A LOT of you!... </li></ul><ul><li>+ </li></ul><ul><li>All of us  … </li></ul><ul><ul><li>Maya Bisineer </li></ul></ul><ul><ul><li>Brian Westbrook </li></ul></ul><ul><ul><li>Jeff Shuey </li></ul></ul><ul><ul><li>Shauna Causey </li></ul></ul><ul><ul><li>Ethan (Allyis)  </li></ul></ul><ul><ul><li>Paolo Tosolini </li></ul></ul><ul><ul><li>Wil Merritt </li></ul></ul><ul><ul><li>Madhu Singh </li></ul></ul><ul><ul><li>Venkat Balasubramanium </li></ul></ul><ul><ul><li>… and Others! </li></ul></ul>
  4. 4. Who Am I? <ul><li>“ Hi, I’m Clay – Damn glad to meet you!” </li></ul><ul><li>Managing Director at Spring Creek Group </li></ul><ul><li>5 years working in this field; 10 years+ in interactive consumer marketing </li></ul><ul><li>Microsoft alum </li></ul><ul><li>@claymcdaniel / @springcreekgrp + + +… </li></ul><ul><li>MSA member and Board member! </li></ul><ul><li>..... And Social Media Club Seattle Board member! </li></ul>
  5. 5. A Little Context: This is an exciting time…
  6. 6. The Big Picture Early 20 th century Mid 20 th century 1970’s / ‘80’s ~1985 – recently 1995 – now(ish) RIGHT NOW!
  7. 7. Social Media Has Opened an Enormous ‘Gap’ in Traditional Customer Awareness and Support Business Models… But This Also Creates an Opportunity! Customer Service / Reputation Management Outbound Marketing/ PR / Advertising Product Research & Customer Insights
  8. 8. Lucky YOU / Us! <ul><li>You are already living & working in one of the true hotbeds of social media technology and professional services innovation. </li></ul>
  9. 9. Social Media Marketing So What’s All the Fuss About?
  10. 10. Social Media Applications / Sites / Services You Probably Know…
  11. 11. And just a few more….
  12. 12. However, BEWARE the hype! Page
  13. 13. (Hmm. Perhaps You Remember this?...) Page
  14. 14. Facts! <ul><li>Social media is changing the way people interact with each other… </li></ul><ul><li>… and the way customers interact with companies. </li></ul><ul><li>And therefore the way companies can interact with their customers! BUT, only if they commit to spending a little time on it. </li></ul>Page
  15. 15. Fallacies, Falsehoods and Fiction: <ul><li>“ Social media marketing is…” </li></ul><ul><ul><li>A panacea (i.e. “magical solution to all problems”) </li></ul></ul><ul><ul><li>A great performance marketing (i.e. direct response) channel </li></ul></ul><ul><ul><li>“ Free” </li></ul></ul><ul><ul><li>A replacement for good PR </li></ul></ul><ul><ul><li>Easy </li></ul></ul><ul><ul><li>Able to create nearly immediate 20% site traffic lift </li></ul></ul><ul><ul><li>“… the next big thing…” </li></ul></ul>Page
  16. 16. The reality… Horsepuckey. These Are The Same Thing… [Truism: Happy Customers Never “Engage”…] Page
  17. 17. Why Is Social Media Important to Businesses? Page
  18. 18. Why Is Social Media Important to Businesses? Page
  19. 19. <ul><li>More than 400 million active users </li></ul><ul><li>50% of active users log on to Facebook in any given day </li></ul><ul><li>More than 35 million users update their status each day </li></ul><ul><li>More than 60 million status updates posted each day </li></ul><ul><li>More than 3 billion photos uploaded to the site each month </li></ul><ul><li>More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week </li></ul><ul><li>More than 3.5 million events created each month </li></ul><ul><li>More than 3 million active Pages on Facebook </li></ul><ul><li>More than 1.5 million local businesses have active Pages on Facebook </li></ul><ul><li>More than 20 million people become fans of Pages each day </li></ul><ul><li>Pages have created more than 5.3 billion fans </li></ul><ul><li>Source – </li></ul>
  20. 20. <ul><li>#4 Largest Site on the Internet </li></ul><ul><li>#1 Largest video site on the web </li></ul><ul><li>300MM Worldwide Visitors a Month </li></ul><ul><li>100 Million Visitors per Month </li></ul><ul><li>5 Billion Video Streams Every month – 40% of all videos online </li></ul><ul><li>(Do the Math – 5 Billion / 300 million worldwide visitors = 17 streams a month per person) </li></ul><ul><li>15 Hours of video uploaded every minute </li></ul><ul><li>Did you know:  Back In August 2008, youtube became the #2 search engines over Yahoo on Web (#1 is Google) </li></ul>
  21. 21. An Illustrative Case Study
  22. 22. Skittles: “Taking the Red Pill…” <ul><li>Skittles (or, more likely, their AOR) had a good idea: “Let’s completely give over our website to our community!” </li></ul><ul><li>Key Questions: </li></ul><ul><li>Were They “True Believers”? </li></ul><ul><li>Or Were They Just Seeking the Truth? </li></ul><ul><li>Or was it a Marketing Gimmick? </li></ul><ul><li>Who Knows. </li></ul><ul><li>Let’s See How it Went…. </li></ul>Page
  23. 23. Day 1: “Aren’t We Clever?!?!” Page
  24. 24. Day 2: “Retreat, Retreat!” Page
  25. 25. Day 3: “RT @Houston: Problem!” September 22, 2010 Page
  26. 26. Day 4: The People Have Spoken… Page
  27. 27. Your Task: Get Strategic About The Opportunity, Challenges, and Role of Social Media in Your Organization
  28. 28. Ask, “Where is the Opportunity?” <ul><li>Inactive </li></ul><ul><li>Avoid what customers and competitors are saying about you online </li></ul><ul><li>Allow competitors to control the conversation about your industry and brand </li></ul><ul><li>Ignore influential authors who may be able to champion your messages </li></ul><ul><li>Watch </li></ul><ul><li>Listen to what your customers are saying about you </li></ul><ul><li>Track changes in customer perception </li></ul><ul><li>Monitor competitors in space </li></ul><ul><li>Leverage data to understand landscape </li></ul><ul><li>React </li></ul><ul><li>Respond to negative attacks </li></ul><ul><li>Correct factual errors </li></ul><ul><li>Stop competitors from gaining share of voice </li></ul><ul><li>Compare competitors and analyze partners </li></ul><ul><li>Utilize a blog to complement “traditional” PR & Comm efforts </li></ul><ul><li>Engage </li></ul><ul><li>Provide resources for bloggers to share your message </li></ul><ul><li>Identify and leverage influencers </li></ul><ul><li>Create active competitive analysis strategy </li></ul><ul><li>Reach out to key bloggers </li></ul><ul><li>Activate </li></ul><ul><li>Push content and stories to influencers and fans </li></ul><ul><li>Motivate your ardent supporters and fans to spread the brand love on their own </li></ul><ul><li>Let community have first look at materials, commercials and other creative </li></ul><ul><li>Drive </li></ul><ul><li>Manage message and comment boards for customer groups </li></ul><ul><li>Maintain and grow thought-leadership presence where it matters most </li></ul><ul><li>Develop & drive industry blogs that put company in positive light </li></ul>About Us About Spring Creek Group
  29. 29. More Resources & Learning… <ul><li>Attend SMC Seattle & Social Media Breakfast events! </li></ul><ul><li>Use / Try / Experiment personally with new tools, services, sites </li></ul><ul><li>Mashable, MarketingProfs, etc. </li></ul><ul><li>Slideshare! </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>+ many many others… </li></ul></ul>
  30. 30. MOST IMPORTANTLY…. <ul><li>Go Forth, Learn, and GET INVOLVED! </li></ul><ul><li>[Hint: Your Career – and Customers – May Depend Upon It!] </li></ul>
  31. 31. Thank YOU! Have fun… <ul><li>~5:00 – ~5:30 Introductory Remarks & Context-Setting </li></ul><ul><li>~5:30 – 6:00 Coffee / Connecting Break </li></ul><ul><li>6:00 – ~8:00 Breakout Sessions </li></ul><ul><li>~8:00 Wrap-Up! </li></ul>