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Social Media 101

This is a Social Media overview focusing less on the individual social media tools or platforms and more on how social media came to be and why it is relevant. Getting this perspective should help provide a foundation for understanding the platform choices we all have including the new ones that appear every day.

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Social Media 101

  1. 1. Social Media 101. Listen. Engage. Grow. Prepared for 04.08.09
  2. 2. Founded in 1950. Locations: Minneapolis, Chicago. 43 employees, 11 growth catalysts. Bolin at a Glance
  3. 3. Growth Catalysts? <ul><li>Bolin catalyzes growth by combining the strategic rigor of business consulting with a color-outside-the-lines agency attitude. </li></ul><ul><li>Some of us grew up on the agency side, while others have led marketing teams in small upstarts and Fortune 500 corporations alike. </li></ul><ul><li>Agencies build brands – we build business. Business consultants shape strategy – we turn strategy into reality. </li></ul>
  4. 4. <ul><ul><li>Paul Saarinen Digital Culture Advisor </li></ul></ul><ul><ul><li>Paul is a recognized and sought after thought leader in the search marketing and social media space where he introducing the idea of Search 2.0. Prior to Bolin, Paul was principal of brand strategy firm Brand & Butter, where he developed interactive strategies for Best Buy, LG Electronics, Apple, Electronic Arts, Capcom and DreamWorks Pictures. As member of MarchFirst's direct response team, he developed best practices in e-mail and online media campaigns. </li></ul></ul><ul><ul><li>Kathleen Krantz Digital Media Supervisor </li></ul></ul><ul><ul><li>Kathleen came to Bolin after 3 years at MRM Worldwide where she was an Interactive media planner on General Mills and National City Bank accounts as well as the subject matter expert in social media. Kathleen now manages digital media and paid search for Bolin clients including Radisson, JVC and Bloomington CVB. She is a member of the up and coming local interactive media group i612. </li></ul></ul><ul><li>Dane Hartzell Digital President , Growth Catalyst </li></ul><ul><li>As former interactive and direct marketing manager for Andersen Windows, Dane won the Web Marketing Award for Best Home Building Website. As the Director of E-Marketing for the world’s leading ecommerce provider, Digital River, he designed and merchandised global ecommerce sites for Nabisco, Symantec, Novell, McAfee, Motorola, H&R Block, 3M, Siemens and Polaris. Dane now leads the Bolin growing interactive team. </li></ul><ul><li>. </li></ul>Our People
  5. 5. It’s a New World.
  6. 6. Our Perspective: Atomize The past The present and future
  7. 7. Our Perspective: Energize Awareness
  8. 8. Our Perspective: Empower Consumers
  9. 9. Social Media is… <ul><li>content (words, photos and videos) created by people using online platforms (Facebook, YouTube, Twitter) intended to facilitate communications </li></ul>
  10. 10. Why is Social Media popular? “ Person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed.” “ © Annual Edelman Trust Barometer survey
  11. 11. Example Platforms <ul><li>The big dogs </li></ul>
  12. 12. Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?
  13. 14. 15 million accounts. 1% create 99% of the content. Source:
  14. 15. Giving people the power to share and make the world more open and connected. With almost 200 million users… “ Facebook is rapidly becoming the Web’s dominant social ecosystem and an essential personal and business networking tool” New York Times
  15. 17. Parents and professionals are rapidly adopting Facebook.
  16. 18. So many platforms, so little time Source: Social Media Starfish; Robert Scoble and Darren Barefoot
  17. 19. Social Media Rules <ul><li>There are no rules so prepare for the consequences if your are a jerk </li></ul><ul><li>People who are helpful, transparent and real seem to have better luck </li></ul><ul><li>See Rule Breakers article: </li></ul><ul><li> </li></ul>
  18. 20. Is Social Media Free? <ul><li>Yes or No </li></ul>
  19. 21. Social Media Planning <ul><li>Define your business objective </li></ul><ul><li>Listen and learn </li></ul><ul><li>Discern a strategy </li></ul><ul><li>Execute </li></ul><ul><li>Measure & optimize </li></ul>
  20. 22. Levels of Listening <ul><li>Free: Google Alerts </li></ul><ul><li>Affordable: Techrigy SM2 </li></ul><ul><li>Expensive: Nielsen BuzzMetrics </li></ul>
  21. 23. Are you listening?
  22. 24. Planning Hierarchy & Measurements
  23. 25. Platforms for Engagement <ul><li>One Size Does Not Fit All </li></ul>
  24. 28. Sharing and Bookmarking
  25. 32.
  26. 34.
  27. 35. <ul><li>[green giant ppc ad from Dane] </li></ul>
  28. 36. Contact <ul><li>Dane Hartzell </li></ul><ul><li>President & Growth Catalyst </li></ul><ul><li>Bolin Digital </li></ul><ul><li>[email_address] </li></ul><ul><li>612.374.1200 </li></ul><ul><li>google: Dane Hartzell </li></ul><ul><li>twitter: ItsDane </li></ul><ul><li> </li></ul><ul><li>Blog: </li></ul>Paul Saarinen Digital Culture Advisor Bolin Digital [email_address] 612.236.0746 twitter: TaulPaul Blog: