Introduction to Social Media

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• Brief intro to different types of social sites (traditional social networks, social news, social bookmarking, blogging communities, lifestreaming, location based, document/collaboration, etc…)
• Reasons for businesses to engage in social media
• Case studies on Dell, Nike+ and a few other smaller innovative examples

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Introduction to Social Media

  1. 1. Introduction to Social Media Amit Klein June ’09 www.amitklein.com twitter.com/amitklein
  2. 2. “Social Media is a conversation supported by online tools” ~ Kelsey Ruger
  3. 3. Agenda • What is Social Media? • Why engage in Social Media? • Case Studies • Dell • Nike+ • Brief look at other innovative examples
  4. 4. What is Social Media?
  5. 5. What is Social Media?
  6. 6. What is Social Media?
  7. 7. Why Engage in Social Media?
  8. 8. “Businesses will increasingly use social media to get closer with customers… It is getting too expensive and inconvenient to meet face-to-face in the real world, there will be more efforts to bring the conversation … to virtual communities.” - Shel Israel
  9. 9. Why engage in Social Media? • Increasing Sales/Conversions (benefits not always immediately tangible) • Improving Reputation • Increasing Brand Awareness • Building Relationships
  10. 10. Case Study - Dell
  11. 11. In the year and a half between 2006 and 2007 negative online postings about Dell dropped from 49% to 22% - Adweek * http://www.adweek.com/aw/content_display/news/digital/e3i1751753614c1db778979604e004b8d1c
  12. 12. Dell – Improving Reputation • Monitor • 15,000 blog posts written daily about Dell (using Visible Technologies) • Respond • Dell launched first blog Direct2Dell • Uncensored comments, real people, human voices • Empower • Allow community members to answer problems in forums • IdeaStorm.com: Suggest ideas (10k+), vote (650k+), see results
  13. 13. Dell – Improving Reputation • Today • 12+ company blogs in 5 languages • 35 community ambassadors • 30+ corporate twitter accounts
  14. 14. Dell – Increasing Sales • Dell has made $3mil in 2 years as a result of delloutlet on Twitter (650k followers) • Send coupons, clearance events, new arrival information
  15. 15. Case Study – Nike+
  16. 16. Nike’s market share (running shoes) jumped from 48% in 2006 to 61% in 2008… A significant amount of the growth comes from Nike+ - BusinessWeek * http://www.businessweek.com/magazine/content/08_46/b4108074443945.htm
  17. 17. Nike Plus – Building Relationships Nike has sold 1.8 million Nike+ devices
  18. 18. Nike Plus – Building Relationships
  19. 19. Nike Plus – Building Relationships • Nike Plus community website: • tracks each run, pace, distance • comparison with other runs, runners • offline running communities • Competitions – Human Race 10k Run (800k people) • Blogging Network • Flickr (4,000+ photos for Human Race) • Youtube (1,000+ videos for Nike Plus) • Next up: http://ballersnetwork.com/
  20. 20. Additional Examples
  21. 21. Additional Examples • Will it Blend? – 7mil+ views on YouTube • Best Job in The World – Huge PR Coverage • Cadbury “Operation Goo” – Viral Contest • Target Bullseye – Charity donations • GoodStorm – Widget based affiliate sales • Seaworld - Appvertisement
  22. 22. Assignment Teams of 2: Pick a product, come up with three slides: Brief Overview, Who should use this product?, Example of business/individual using effectively Disqus Brightkite SocialText Uservoice Tumblr Zvents BackType iLike Yammer AddThis CommentSniper TipJoy NowPublic Ning Scribbd FriendFeed Alltop

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