Spur Digital Social Media101 (P Mc Conathy) (Tin180 Com)


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  • Social media is more an approach, a philosophy to online marketing than it is a straight forward vehicle.
  • 1 min
  • Overlays are how web users think of web 1.0 vs. web 2.0
  • - Companies savvy to web 2.0 are visitor-centric, which is prospect, customer, etc. centric - You have to become a geniune member of a community or your risk ranges from little/mediocre success to a ruined reputation and abandonment - The momentum to give visitors a voice in the exchange/transaction has already built up to a point where they expect it. Visitors choose because they have so much to choose from (next slide).
  • 03/14/10
  • The options are endless and it’s dizzying…
  • - Categories to be highlighted in following slides - Factoid: who knows what this is? - hmmm….
  • - Next to Google (responsible for 90+ percent of traffic for many if not most sites these days), social engines rank #2 for sources of traffic for many. - This is how you get into those social engines
  • http://videos.my76video.com/ViewClips/tabid/69/Default.aspx?ItemId=29&Page=2
  • Don’t try to create your own social media platform unless that is your business. Leverage a real platform and focus on your business.
  • If you don’t manage your reputation, you aren’t there to manage crisis control like in the case of Dell’s batteries exploding. No comment is a way to burn your brand.
  • If you don’t manage your reputation, you aren’t there to manage crisis control like in the case of Dell’s batteries exploding. No comment is a way to burn your brand.
  • Spur Digital Social Media101 (P Mc Conathy) (Tin180 Com)

    1. 1. Social Media Landscape Introduction to Social Media Fundamentals - Confidential -
    2. 2. Agenda <ul><li>Online Vehicles </li></ul><ul><li>Web 1.0 vs. Web 2.0 </li></ul><ul><li>Media Consumption </li></ul><ul><li>Categories </li></ul><ul><li>Passive vs. Active Social Media Strategy </li></ul><ul><li>Dos & Donts </li></ul><ul><li>Targeting & Measurement </li></ul>
    3. 3. Online Vehicles <ul><li>Holy Trinity of Online Advertising </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Display </li></ul></ul><ul><ul><li>Social Media </li></ul></ul>
    4. 4. <ul><li>How did Web 2.0 come about? </li></ul><ul><li>A realization that the only way to further increase success on the web (engagement, response and conversion) is to give the target audience (community) some say in the exchange. </li></ul><ul><li>Social Media evolved from early ratings sites for software, amazon.com suggestions, etc. </li></ul>
    5. 5. Web 1.0 vs. Web 2.0 PASSIVE SELFISH PARANOID SIMPLE CONTROLLING DULL!! INTERACTIVE GENEROUS PARTICIPATORY ADVANCED FEATURES BECOMING A MEMBER (peer-to-peer) ENGAGING! Web 2.0 is about…  Web 1.0 was about… broadband dialup bandwidth costs hardware costs APIs screen scraping web applications web forms sharing owning tags taxonomy RSS portals blogs home pages peer to peer  client-server communities  companies writing  reading
    6. 6. Web 2.0 <ul><li>Company-centric  Visitor-centric </li></ul><ul><li>Genuine member of communities </li></ul><ul><li>It’s about letting the visitor choose </li></ul><ul><li>Many if not most of your visitors know more about the web than you do </li></ul>
    7. 7. Media Consumption is Changing <ul><li>Interactive now accounts for >30% of media time (1) </li></ul><ul><ul><li>TV = 35%, Radio = 12%, Print = 9% </li></ul></ul><ul><ul><li>Gen Y (<26): 12 hours per week (vs. 10 hrs TV) (2) </li></ul></ul><ul><ul><li>Gen X (27-40): 9 hours per week </li></ul></ul><ul><li>“ Communitainment” is new model for internet usage </li></ul><ul><ul><li>Community, Education and Entertainment </li></ul></ul><ul><ul><li>Over 10 years, >50% of Internet usage will be “Communitainment” </li></ul></ul><ul><li>Social Media is the platform for communitainment </li></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Interactive discussions </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><li>User Generated Content is the medium </li></ul><ul><ul><li>Blogs / Discussions </li></ul></ul><ul><ul><li>Photo sharing </li></ul></ul><ul><ul><li>Video sharing </li></ul></ul><ul><li>Credit Suisse 2006 </li></ul><ul><li>MultiChannel News 2006 </li></ul>
    8. 8. Trust in Peers Trumps All Other Sources Online Consumers Turn to Friends or Acquaintances for Information 83% 49% 37% 30% 60% 52% 50% 63% 69% 75% Source: Forrester’s NACTAS Q3 2006 Media & Marketing Online Survey. * Opinion of friend or acquaintance using product or service Review in newspaper, in a magazine, or on TV Information on the manufacturer’s Web site A review by a known expert Consumer reviews on a retailer’s site Consumer reviews by users of a content site Information at online consumer opinion sites Online reviews by editors of content sites Information in chat rooms discussion boards An online review by a blogger
    9. 10. Social Media Categories <ul><li>Networks </li></ul><ul><li>News </li></ul><ul><li>Bookmarking Services (tagging)  </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Answering Sites </li></ul><ul><li>Forums & Message Boards </li></ul>TAG CLOUD: size reflects popularity
    10. 11. Social Network Examples <ul><li>MySpace </li></ul><ul><li>Facebook </li></ul><ul><li>Live Journal </li></ul><ul><li>TagWorld </li></ul><ul><li>Disney XD </li></ul><ul><li>Toyota Prius </li></ul><ul><li>MSN Groups </li></ul><ul><li>Yahoo 360 </li></ul>
    11. 12. Social Engines (Social News) <ul><li>Digg </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Reddit </li></ul><ul><li>Newsvine </li></ul><ul><li>I-Am-Bored </li></ul><ul><li>Searchmob </li></ul><ul><li>Shoutwire </li></ul><ul><li>Bringr </li></ul><ul><li>You may have seen these before… </li></ul>
    12. 13. Social Bookmarking <ul><li>Store your bookmarks in one place. Share, recommend, discover and rate them. </li></ul><ul><li>de.licio.us </li></ul><ul><li>Diigo </li></ul><ul><li>Furl </li></ul><ul><li>ma.gnolia.com </li></ul><ul><li>TekTag </li></ul><ul><li>Linklog </li></ul><ul><li>CloudyTags </li></ul><ul><li>Spurl </li></ul>
    13. 14. Video Sharing <ul><li>YouTube </li></ul><ul><li>Jumpcut </li></ul><ul><li>Joost </li></ul><ul><li>Crackle </li></ul><ul><li>Revver (tracks viral activity of video sharing) </li></ul><ul><li>Blip.TV (producers earn ad revenue) </li></ul><ul><li>VideoEgg (video ad network) </li></ul><ul><li>Daily Motion </li></ul><ul><li>my76video.com (ConocoPhillips) </li></ul><ul><li>campaignforrealbeauty.com (Dove) </li></ul>
    14. 15. Photo Sharing <ul><li>Flickr </li></ul><ul><li>Picasa </li></ul><ul><li>Photobucket </li></ul><ul><li>Webshots Community </li></ul><ul><li>Kodak Gallery </li></ul><ul><li>ImageShack </li></ul><ul><li>SnapFish </li></ul>
    15. 16. Social Answering Sites <ul><li>Yahoo! Answers </li></ul><ul><li>Answers.com </li></ul><ul><li>Linked In Answers </li></ul><ul><li>Questionville </li></ul><ul><li>Askville </li></ul>
    16. 17. Category Summary <ul><li>Networks </li></ul><ul><li>News </li></ul><ul><li>Bookmarking Services (tagging)  </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Answering Sites </li></ul><ul><li>Forums & Message Boards </li></ul>
    17. 18. Active vs. Passive Approach* <ul><li>Active Approach </li></ul><ul><ul><li>Suitable for content that isn’t “promotable” </li></ul></ul><ul><ul><li>Strategy: create content that IS “promotable” and likely to be shared and passed on by users </li></ul></ul><ul><ul><li>Critical path: Community involvement is a necessity - build up profile(s), grow friends lists and interact/contribute via editorial, content submissions, commenting and voting. </li></ul></ul><ul><li>Passive Approach </li></ul><ul><ul><li>Suitable for sites with abundant, varied, valuable content </li></ul></ul><ul><ul><li>Strategy: add “share this” links on content pages and let your visitors do your marketing </li></ul></ul><ul><ul><li>Critical path: discover the best bookmarking and news communities for the kind of content being published </li></ul></ul><ul><li>* Source: http://www.toprankblog.com/2007/10/is-your-social-media-marketing-strategy-passive-or-active/ </li></ul>
    18. 19. Social Media Campaigns – Transparency <ul><li>Don’t try to go against the grain </li></ul><ul><ul><li>Countless Fortune 500 companies try to control the situation and it almost always backfires. </li></ul></ul><ul><li>Embrace social media for what it is or pay the price </li></ul><ul><ul><li>The Fortune 500 companies that allow social media to work for them (Dove) usually succeed vs. faking a social media environment (Wal-Mart & Sony) and advertising to the audience. </li></ul></ul><ul><li>The Secret? </li></ul><ul><ul><li>Trust. Become a member of the community, engage them, listen to what they want and act on the information. </li></ul></ul>
    19. 20. <ul><li>by Hugh Macleod at gapingvoid.com </li></ul>
    20. 21. Tracking & Measurement <ul><li>What are the “right” metrics? </li></ul><ul><ul><li>Exposure to media and/or web site </li></ul></ul><ul><ul><ul><li>Impressions </li></ul></ul></ul><ul><ul><ul><li>Clicks / Visits </li></ul></ul></ul><ul><ul><ul><li>Page views </li></ul></ul></ul><ul><ul><ul><li>Referrers / Sources </li></ul></ul></ul><ul><ul><ul><li>New vs. Returning </li></ul></ul></ul><ul><ul><ul><li>Frequency </li></ul></ul></ul><ul><ul><li>Level of Engagement </li></ul></ul><ul><ul><ul><li>Pages viewed per visit </li></ul></ul></ul><ul><ul><ul><li>Time on site </li></ul></ul></ul><ul><ul><ul><li>Reading blogs / Participating in discussions </li></ul></ul></ul><ul><ul><ul><li>Viewing Videos or Photos </li></ul></ul></ul><ul><ul><ul><li>Uploading content </li></ul></ul></ul><ul><ul><ul><li>Telling friends / Rating products </li></ul></ul></ul><ul><ul><ul><li>Inquiries / Registrations </li></ul></ul></ul><ul><ul><ul><li>Transactions </li></ul></ul></ul>
    21. 22. Get Started Today <ul><li>Join Social Networks </li></ul><ul><ul><li>LinkedIn, Facebook, Myspace, etc. </li></ul></ul><ul><li>Network, Observe & Participate </li></ul><ul><li>Search for products and services and notice how companies get involved </li></ul><ul><li>www.go2web20.net </li></ul>
    22. 23. Contact Information <ul><li>Rob Van Slyke </li></ul><ul><li>713-357-7119 </li></ul><ul><li>[email_address] </li></ul>