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New Castle County Keynote Slideshare


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Presentation on basic social media channels and use in business

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New Castle County Keynote Slideshare

  1. 1. Connecting With Customers Using The Power of Social Media to Enhance Your Business Whitney Hoffman Hoffman Digital Media
  2. 2. Changing Marketplace Old ways of getting new business may not be as effective Competition is stronger and not just local Word Of Mouth carries farther than ever before What can you do to stand out?
  3. 3. Changing Marketplace NPR/Frontline Story- Re-employment difficult due to culture shift People find out about you long before you ever meet....or not. Reputation management is more important than ever
  4. 4. The New PR Is PR - Public Relations? Is PR -Personal Record?
  5. 5. It’s Both
  6. 6. Trust
  7. 7. Megaphones Don’t Work You no longer control the entire message
  8. 8. They’re Shouting Back
  9. 9. Imagine all your friends got phones for the first time... Are you going to sit around all day waiting for a letter? Or are you going to go out and get a phone?
  10. 10. The New Telephone Connecting with Customers - The New Golf Course
  11. 11. Channels are on 24 x 7
  12. 12. Cafe-Shaped Conversations
  13. 13. Tribe Identity
  14. 14. Visualizing the Social Graph
  15. 15. Looking for the Sweet Spot
  16. 16. Relevancy to you, to your customers
  17. 17. This is Not Fringe Anymore This is Mainstream, Main Street
  18. 18. Mobile Quick Facts from Pew (Pew By 2020, they predict that a mobile device will be the primary connection tool for most people in the world.
  19. 19. Pew Stats More people are accessing the ‘net on a mobile device. One- third of Americans (32%) use a cell phone or Smartphone to access the internet for emailing, instant-messaging, or information-seeking. Up by one-third since December 2007 On the typical day, nearly one-fifth (19%) of Americans use the internet on a mobile device, up from 11% in December 2007. That’s a growth of 73% in the 16 months
  20. 20. iPhone introduced 6/07 Within 2 yrs- 25% of marketplace and growing
  21. 21. Amanda Lenhart: The Democratization of Online Social Networks
  22. 22. Online social network users circa 2009 Democratization of online social networks • Urban tilt has disappeared – though rural areas still lag slightly (age) – 29% of SNS users live in urban areas vs. 30% of internet users – 56% of SNS users live in the suburbs, 52% of net users do – 15% of SNS users live in rural areas, 18% of internet users • Still no regional differences • Now no differences in likelihood of full-time employment (54% SNS vs. 53% internet users) • Education levels look like internet using population • SNS users just as likely to have bbd as all net users Amanda Lenhart: The Democratization of Online Social Networks
  23. 23. Online social network use circa 2009 (2) • Skews more female (54% female vs. 46% male) • In the SNS population – younger adults make up a slightly greater proportion of the SNS using population than in 2005. – 18-24 year olds are 28% of the social networking population, but 16% of the internet using population – 25-34 year olds are 29% of SNS using population, but 20% of the online population – 35-44 yos are 22% of the SNS population and 20% of the internet population – 45-54 yos are 13% of the SNS population and 20% of the internet using population – 55-64 yos are 6% of the SNS population and 14% of the internet using population – 65+ make up 3% of the SNS population and 9% of the internet using population Amanda Lenhart: The Democratization of Online Social Networks
  24. 24. Media Age on Popular Social Networks Twitter - 31 yrs. MySpace- 26 yrs. down from 27 LinkedIn- 39 yrs. down from 40 Facebook- 33 yrs., up from 26 in May, 2008. Pew Internet & American Life Project, Oct 21, 2009
  25. 25. Summary Social media adopters are Urban and Suburban more than Rural. 80% of participants in social media are 18 to 44 years old. 18-34’s still have highest rate of adoption, but big influx of older people into the SM sphere, esp. on Facebook
  26. 26. Step1 Your Online Presence
  27. 27. Google is Everywhere Optimize Google Local First
  28. 28. Step Two
  29. 29. Using Tools to Listen 1. Google Alerts 2. Twitter search 3. Blog Search
  30. 30. iGoogle can be your Newspaper
  31. 31. Where is Your Community? Where are Your Customers? Connecting Where It’s Relevant to Them
  32. 32. Don’t Forget to Ask Them Connect in Preferred Channels
  33. 33. Don’t Worry About Them All....
  34. 34. LinkedIn- Rolodex on Steroids
  35. 35. LinkedIn- Your Resume and Recommendations Online
  36. 36. Expanding and Visualizing Your Network
  37. 37. Twitter
  38. 38. Facebook
  39. 39. MySpace
  40. 40. MySpace
  41. 41. These Are Your Billboards
  42. 42. Integration of Channels
  43. 43. 2009 Blogging Stats • Blogging grew by 68% in 2008 • 346 Million worldwide read blogs • 77% of active web users read blogs • 184 million report starting blogs •
  44. 44. Demographics of Bloggers • 51% male, 49% female • 58% 35+ years old, 42% 18-34 • 74% are college educated • over 120,000 new blogs created daily
  45. 45. Own Your Own Domain • Blog can be added on to existing website- ie. or • Can make any domain a blog/website
  46. 46. Things you’ll need to consider • Who will be that public face? • Do they have the ability/authority to solve problems? • Frequency of Updates • The “reason” to blog
  47. 47. Why Blog for Business?
  48. 48. The Face (and voice) of Your Brand Network Solutions, Shashi Bellamkonda The Social Media Swami
  49. 49. Widgets, Blogrolls and More You can add badges, widgets and other tools to your blog (or regular website) to integrate your social media presence online When integrating, keep audiences in mind- do you want twitter posting to Facebook and your blog? Your Blog to Facebook?
  50. 50. And you can get:
  51. 51. Other Important Tools
  52. 52. Social Bookmarking: Develop Your Library
  53. 53. Check Out What Friends are Reading
  54. 54. Google Reader- Manage Subscriptions
  55. 55. HARO- Help a Reporter Out Be your own Marketing Department Become an expert Become a resource Help out reporters, help out your business
  56. 56. Competitive Intelligence SEOMoz,,, Quantcast- How well are you doing, and how well are your competitors doing? Search for trends in to see if you can produce timely or seasonally relevant content Google Adwords- art into itself. Can be pricey- all competitively based.
  57. 57. Creating Communities This is a long term versus short term strategy People come to you because of content and added value Grows network, fans, evangelists Must give them something to do- keep it fresh or it dies
  58. 58. So..... Build a group of fans and customers; Make it interactive and fun Stickiness- 10 rabid fans may be better than 50 who don’t really care Ze Frank- Give people something to do Find a way to make a difference- Add Value
  59. 59. It’s All About the Connections
  60. 60. Summing It Up
  61. 61. Free Reports from Forrester
  62. 62. Taking Aim at Your Goals
  63. 63. The End
  64. 64. Contact Info: Whitney Hoffman Hoffman Digital Media Twitter: @whitneyhoffman, @ldpodcast Facebook: Whitney Hoffman Google Voice: (302) 482-4599 Mobile: (302) 562-6507 URL: