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Introduction to social media and the value it can deliver to marketers

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  1. 1. Social Media What’s the value proposition? Barbara Bix, BB Marketing Plus
  2. 2. Here are some examples
  3. 3. Fast response to Haiti crisis • Twitter posts raised more than $21 million within days • Meetups following suit • Social media helps match news photos to those of the missing. – Promotion, aggregation,From Haiti Earthquake SupportCenter tagging
  4. 4. Affect on politics • Obama raised 87% of his funds through social media (Resource Nation) • Social media poll predicted Brown win on January 14Larry Kim’s Search Engine Journal (WordStream Internet(Brown pulls ahead in liberalCambridge Marketing Blog)
  5. 5. Business outcomes • “Dewmocracy” • In June, Dell surpassed $3 million in sales via one of its Twitter accounts1 • Cisco found that 43% of visits to online support forum obviate need for more expensive conventional support1 • Ebay reports that participants in online communities spend 54%1. Read Write Web more than non-community users.1
  6. 6. What are youhoping to get out of tonight’s session?
  7. 7. What is social media?• User-published content• Highly interactive – Posts – Comments on those posts• Set of technologies for sharing information
  8. 8. Social media offers many forums
  9. 9. It’s all about influence • Social media helps you become more influential • What affects influence? – Level of connection – Authority – Content – Timing
  10. 10. Networks are at the hub • They serve as home base • Examples include: – Linked In – Facebook • Use them to: – Keep track of your contacts – Cultivate and leverage relationships – Share contacts and information
  11. 11. Microblogs serve as headlines • Examples include: – Twitter – Status bars • Scan them to stay current • Follow links to delve deeper • Post to: – Share news and insights – Stay top of mind
  12. 12. Blogs educate and persuade • Use them to influence – Comment on others’ blogs – Write your own • Become a curator – Reference others’ content – But, add your own twist • Also use to get found
  13. 13. Communities facilitateinformation exchange among peers• Use them to stay current and connected• Examples: – LinkedIn groups – Facebook groups – Specialty networks • Sermo for MDS • Wikibon for CIOs
  14. 14. Review sites provide insightsfrom those with experience • About companies ( • About people (LinkedIn references) • About books (Amazon) • About social media (Bookmarking sites)
  15. 15. Plusplatforms • Share presentationsfor sharing (Slideshare)non- • Videostextual (YouTube)media • Photos (Flickr) • Audio (Podcasts)
  16. 16. Reapthe benefits of social media
  17. 17. • Subscribe to topical blogs • Join topical communities • Set up searches to monitor industry or company news • Identify and “Follow”Keep your thought leadersfinger on the • Look at trending topicspulse
  18. 18. Establish useful new connections • Figure out who you need in your network • Search for former friends and colleagues on social forums • Identify valuable new contacts – Through Linked In connections – When they post in areas of interest on Twitter or communities • Add them to your network
  19. 19. Strengthen existingrelationships• Read and acknowledge others’ status• Broadcast their insights • Reply (@) • Retweet others’ posts (RT)• Answer others’ questions• Share great content• Post if and only if you have something of interest to say
  20. 20. Get the help you need to doyour job • Trusted advice available on demand • Consult: – Connections – Communities – Blogs –Q&A – Review sites
  21. 21. Stay top of mind• Networks keep you connected with friends and colleagues• Post periodically to all the venues you frequent
  22. 22. Enhance your brand • Associate your profile with your interests and capabilities thru: – The summary on your profiles – The connections in your network – The content you post • Tweets, blog entries, status updates • Linked in applications (SlideShare, book lists, blogs, etc.) • Become the “go to” source by getting the skinny first
  23. 23. The value of social media isdata plus relationships • Knowledge is power • Deep insights increase that value • It takes relationships to: – Add the right perspectives – Open doors
  24. 24. Manage your reputation • Use Google alerts, Twitter mention, etc. • You can’t control what people say • You can notice and follow up
  25. 25. Get started today
  26. 26. 6 steps to success • Assess • Get up to speed • Plan • Execute • Measure • Report
  27. 27. Management will want answers • How does this fit into the overall strategy? • What will it cost? • What if it gets out of hand? • How will we demonstrate ROI? • When will we see results?
  28. 28. What’s your game plan? • Figure out everything on your own? • Purchase a workshop or consulting services to jumpstart the process? • Get expert guidance at each stage, but do the heavy lifting yourself? • Outsource part or all of the work?
  29. 29. Help is available• Online resources• Hire a surrogate• Use a consultant• Engage an agency
  30. 30. Case Study• Assess• Get up to speed• Plan• Execute• Measure• Report
  31. 31. Summary• We’re all still pioneers• Social media is here to stay• It’s just a question of the best use for your organization• It’s a major investment• It gets results
  32. 32. Barbara Bix, Managing Principal BB Marketing Plus • Help clients determine what their customers want—and do it their way • Follow me on social media – Blog: – Twitter: @bbmarketingplus • Refer or hire BB MarketingPlus –
  33. 33. Questions?