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Social media threat or promise


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Is social media a threat, opportunity or both for trade and professional associations?

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Social media threat or promise

  1. 1. Social Media: Threat or Promise? Google+ Facebook Twitter LinkedIn ‘ Freemium’ model Private Social Networks Mobile Privacy
  2. 2. , ,, aSmallWorld, Bebo , Blue Dot, Bolt,, Buzznet, CarDomain , Consumating, Couchsurfing , Cyworld, Dandelife, DeadJournal, DontStayIn, Doostang, Ecademy , eSPIN, Facebook , Faceparty, Flickr, Flirtomatic, Fotki, Friends Reunited , Gaia Online,, GoPets,, , Hyves, imeem, G o o g l e + , Infield Parking , iWiW, Joga, Bonito, , LibraryThing, LinkedIn , LiveJournal, LunarStorm, MEETin,, Mixi, MOG, Multiply, My Opera Community , myYearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven, Pownce, RateItAll ,, Searchles, Sconex, Shelfari ,Soundpedia, Sportsvite , Studivz, TagWorld, TakingITGlobal, The Doll Palace, The Student Center , Threadless,,, TWITTER , WebBiographies, Windows Live Spaces , Woophy, XING , Xuqa, Yelp Social Media is Pervasive
  3. 3. An overview of Global Social Media
  4. 4. An overview of Global Social Media
  5. 5. <ul><li>Horses for Courses… </li></ul><ul><li>Facebook dominates, but not everywhere… </li></ul><ul><li>Mixi in Japan, </li></ul><ul><li>V Kontakte in Russia </li></ul><ul><li>Orkut in Brazil </li></ul><ul><li>Qzone & RenRen in China </li></ul>
  6. 6. This map of the world was drawn by Facebook data structuring intern Paul Butler using only relationship connections between 10 million Facebook friends. Note that Brazil, Russia and China are not as illuminated. This is because other social networks dominate those countries.
  7. 7. Africa 3,066,749 Asia 13,840,234 Europe 23,183,101 Latin America 8,702,423 Middle East 2,578,597 North America 48,404,258 Oceana 2,371,462 Country Examples: India 9,114,910 China 1,085,343 Brazil 3,623,137 100 Million!
  8. 8. How global is social media….? LinkedIn, the preferred platform for white collar professionals: +100 Million Members in over 200 countries and territories More than half located outside the US There were nearly two billion people searches on LinkedIn in 2010. A new member every second…
  9. 9. The “Big 3” <ul><li>LinkedIn – 100 Million members, primarily white collar professionals, more than 50% outside US </li></ul><ul><li>Facebook – 600 Million members, broad demographic, primarily personal/social use </li></ul><ul><li>Twitter – 200 Million users posting 65 million Tweets and 800,000 search queries a day </li></ul><ul><li>The main issue is segmentation, picking the right platforms for your target audiences. </li></ul>
  10. 10. Others? <ul><li>When should you be looking at other platforms? </li></ul><ul><li>For localization (language, context, brand and critical mass). </li></ul><ul><li>Caution: </li></ul><ul><li>Have a solid plan for social media in your home market before trying to tackle a niche platform in another language/culture </li></ul>
  11. 11. Opportunities: How to get more Members <ul><li>Leverage existing Networks and Groups </li></ul><ul><li>Publish – research reports, white papers, blogs </li></ul><ul><li>Recruit thought leaders and the highly connected </li></ul><ul><li>“ Freemium” model – try then buy </li></ul><ul><li>Member get a member… </li></ul>
  12. 12. Opportunities: How to get more customers <ul><li>All of the above and … </li></ul><ul><li>Market segmentation and research prospects </li></ul><ul><li>Position the association as the trusted source </li></ul><ul><li>Developing countries and markets are hungry for certification and credentials </li></ul>
  13. 13. Threat or Opportunity? Existing Networks Example for “Radiology” 78 groups on LinkedIn. Groups on “Ning” Representing thousands of potential members.
  14. 14. Threat or Opportunity? Existing Networks “ DoctorsHangout” has many Indian members
  15. 15. Threat or Opportunity? Existing Networks SERMO is a free to join network of more than 120,000 physicians.
  16. 16. Opportunity: segment and market Advanced People Search with LinkedIn Can include key words, postcode, size of company, job title, language, seniority level and more.
  17. 17. Opportunity: segment and market Highly Targeted. Gives you access and content. Helps to identify other groups and communities Gives you a contact on which to build more relationships.
  18. 18. Opportunity: segment and market Facebook Advertising Pay by click or impressions Segmentation less fine tuned (pre-selected “Likes and Interests”
  19. 19. Threat or Opportunity? “Freemium” model Membership is open and “free” on LinkedIn or Facebook. Members must be paid up in good standing to access the SfN private members only network.
  20. 20. Threat or Opportunity? Blogs and experts Many experts hosts blogs and are a source of information and/or expertise.
  21. 21. Social Media: Threat or Opportunity? <ul><li>Opportunities: </li></ul><ul><li>Communicate with Members </li></ul><ul><li>Recruit new members </li></ul><ul><li>Reach a wide audience </li></ul><ul><li>Tools are free or inexpensive </li></ul><ul><li>Easy to get started </li></ul><ul><li>Able to involve more people </li></ul><ul><li>Leverages “Word of Mouth” </li></ul><ul><li>Engages younger members </li></ul><ul><li>Threats: </li></ul><ul><li>Low barrier for new competitors </li></ul><ul><li>New forms of legal risk </li></ul><ul><li>Hard to measure results/ROI </li></ul><ul><li>Adds new layers of complexity </li></ul><ul><li>Rapidly changing tools </li></ul><ul><li>Hard to control brand /image </li></ul><ul><li>Requires dedicated resources </li></ul><ul><li>Changes member expectations </li></ul>
  22. 22. Discussion <ul><li>What is your experience? </li></ul><ul><li>Do you have a plan? </li></ul><ul><li>Who “owns” social media in your organization? </li></ul><ul><li>Do you use social media to research target markets? Competitors? </li></ul>
  23. 23. <ul><li>Looking for free resources? </li></ul><ul><li>Online Community Management Guidelines </li></ul><ul><li>LinkedUsers – A LinkedIn group for community owners and managers </li></ul><ul><li>Social Media Use Surveys and Reports </li></ul><ul><li>Go to and click on “Request for Information” to get free research reports and whitepapers… </li></ul>