Introduction To Social Media MBA Class At Webster University


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This is the introduction to social media class that I presented for Jim Shankle's MBA class at Webster University

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  • Introduction To Social Media MBA Class At Webster University

    1. 1. Collin Condray<br /><br /><br /><br />9/14/2010<br />An Introduction To Social Media<br />
    2. 2. Introductions<br />2<br />
    3. 3. Collin Condray<br />3<br />Web developer<br />MBA from the U of A<br />Category Manager<br />Director of Retail Social Media<br />Digital Strategist at Saatchi & Saatchi X<br />
    4. 4. Please Ask Questions!<br />4<br />
    5. 5. Excellent Resources<br />5<br />Groundswell and Trust Agents<br />
    6. 6. What Is Social Media/Social Networking?<br />6<br />
    7. 7. What Is Social Media?<br />7<br />AKA Social Networking AKA Web 2.0<br />Twitter and Facebook<br />These are the technologies.<br />
    8. 8. What is Social Media?<br />“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” <br /> - Groundswell<br />8<br />
    9. 9. What Is Social Media?<br />9<br />Social media networking is no different than regular networking.<br />Same rules in How to Win Friends and Influence People apply.<br />
    10. 10. What Is Social Media?<br />10<br />Public reactions to entire networks, unlike email which is only between two participants.<br />Even once closed networks like Facebook are revealing more to the public.<br />
    11. 11. Why Should I Care About Social Media?<br />11<br />
    12. 12. The Social Media Revolution<br />12<br />
    13. 13. Why Should I Care About Social Media?<br />13<br />The always on power of networking <br />Help others and get help. Crowdsourcing. <br />“All of us are smarter than one of us.”<br />
    14. 14. What Forms Of Social Networking Are There?<br />14<br />
    15. 15. People Creating<br />15<br />
    16. 16. How They Work - Blogs<br />16<br />Mostly text and similar to a journal but contains written content, links, reader comments, and pictures.<br />Many services (WordPress, Blogspot, Blogger, Posterous, Tumblr) allow users to participate for free.<br />
    17. 17. How They Work - Podcasts<br />17<br />Audio and video files typically available through subscribing to a service like Apple’s iTunes.<br />They typically live on a web site or blog that allows comments.<br />Can be created easily with off the shelf software or with a smart phone.<br />
    18. 18. How They Work – Video/Photos<br />18<br />Users create videos or take pictures and upload them to their respective sites.<br />No cost to upload. Can store a limited (but not restrictive) amount of media<br />
    19. 19. How They Challenge Existing Players<br />19<br />Blogs are unregulated so anything goes.<br />No editors.<br />Fact and opinion are mixed. Rumors are reported, and conflicts of interest are not disclosed.<br />
    20. 20. People Connecting<br />Social Networking (LinkedIn, Twitter, Facebook)<br />20<br />
    21. 21. Social Networking in Plain English<br />21<br />
    22. 22. How They Work<br />22<br />Profiles<br />Brief description of who they are<br />Where they live<br />What they like<br />Where they work<br />
    23. 23. How They Work<br />23<br />Friends<br />Friend requests<br />Friends can see more of the interactions<br />
    24. 24. How They Challenge Existing Players<br />24<br />They take attention away from other activities such as TV.<br />They enable people to collaborate who would have never met before.<br />
    25. 25. People Collaborating<br />25<br />
    26. 26. How They Work<br />26<br /><ul><li>Wikis – sites that house content generated and edited by multiple users.
    27. 27. Examples
    28. 28. Wikipedia
    29. 29. Conservapedia
    30. 30. wikiHow
    31. 31. The community keeps order by watching the content and ideals of the community.</li></li></ul><li>How They Work<br />27<br />Open Source Software – Software generated by interested groups of programmers<br />Examples:<br />Linux<br />OpenOffice<br />Apache<br />Firefox<br />Wikis<br />
    32. 32. How They Challenge Existing Players<br />28<br />The users highlight or build what they think is important not what a company thinks is important.<br />Example: Nike’s page has a section on their alleged human rights abuses.<br />
    33. 33. People Reacting to Each Other<br />Forums, Ratings, and Reviews<br />29<br />
    34. 34. How Do People Use Social Media?<br />Forums (e.g. Yahoo and Google Groups)<br />Bypass official reviewers. Anyone can point out flaws in what you’re doing.<br />30<br />
    35. 35. How Do People Use Social Media?<br />Ratings (eBay seller ratings)<br />Reviews (Amazon product reviews, Rotten Tomatoes movie reviews)<br />31<br />
    36. 36. How They Challenge Existing Players<br />32<br />Takes commentary from the hands of “experts” and gives the customers the opportunity to have their say.<br />A single customer can criticize any one thing that has gone wrong (e.g. there’s a fly in my soup, the hotel smells funny, the video is boring).<br />
    37. 37. People Organizing Content<br />Tagging<br />33<br />
    38. 38. How They Work<br />34<br />Taxonomy vs. Folksonomy<br />In a taxonomy, everything has its own spot defined by the experts.<br />Example: In the taxonomy of species, Homo sapiens is a mammal, while Tyrannosaurus rex is a reptile<br />
    39. 39. How They Challenge Existing Players<br />35<br />Organizations have no control over how they are tagged.<br /> was labeled fake.<br />
    40. 40. Accelerating Consumption<br />RSS and Widgets<br />36<br />
    41. 41. How Do People Use Social Media?<br />Accelerating consumption<br />RSS (Really Simple Syndication)<br />Widgets (Toys R Us)<br />37<br />
    42. 42. How They Work<br />38<br />RSS has two elements.<br />A transmitter that sends a feed of new items generated by a site (blog posts, Flickr photos).<br />A receiver that displays the items in an organized fashion.<br />
    43. 43. How They Challenge Existing Players<br />39<br />Do not directly threaten institutional power, but they do accelerate the consumption of media.<br />
    44. 44. Social Technographic Profiles<br />40<br />
    45. 45. Creators<br />41<br />24% of online Americans<br />Publish a blog<br />Publish their own webpage<br />Upload created video<br />Upload audio/music they created<br />Write articles or stories and post them<br />
    46. 46. Conversationalist<br />42<br />33% of online Americans<br />Update status on a social networking site<br />Post updates on Twitter<br />
    47. 47. Critics<br />43<br />37% of online Americans:<br />Post ratings/reviews of products or services<br />Comment on someone else’s blog<br />Contribute to online forums<br />Contribute to/edit articles in a wiki<br />
    48. 48. Collectors<br />44<br />20% of online Americans:<br />Use RSS feeds<br />Ad tags to web pages or photos<br />“Vote” for web sites online<br />
    49. 49. Joiners<br />45<br />59% of online Americans<br />Maintain profile on a social networking site<br />Visit social networking sites<br />
    50. 50. Spectators<br />46<br />70% of online Americans<br />Read blogs<br />Watch video from other users<br />Listen to podcasts<br />Read online forums<br />Read customer ratings/reviews<br />
    51. 51. Inactives<br />47<br />17% of online Americans<br />None of the previous activities<br />My Mom<br />
    52. 52. Creating a social media strategy-How do I get started?<br />Listen, Engage, Measure<br />48<br />
    53. 53. Listen<br />49<br />Google<br />Dedicated software (e.g. Radian6, ScoutLabs, Nielsen BuzzMetrics)<br />Blog search engines<br /><br />
    54. 54. Listen<br />50<br />What are your customers saying about you?<br />Is it good or bad?<br />Is there anyone already passionate about your brand or industry?<br />
    55. 55. Engage<br />51<br />POST<br />People<br />Objectives<br />Strategy<br />Technology<br />
    56. 56. People<br />52<br />What are your customers ready for?<br />Technographic Profile<br />Make sure your target audience is ready for what you throw at them. <br />
    57. 57. Objectives<br />53<br />What are your goals?<br />Listening – better understand your customers.<br />Get insights from your customers to help make marketing and product development decisions. <br />
    58. 58. Objectives<br />54<br />What are your goals?<br />Talking/broadcasting – spread your message.<br />Make an existing digital marketing initiative (banner/search ads) more interactive.<br />
    59. 59. Objectives<br />55<br />What are your goals?<br />Supporting – help your customers support each other.<br />Effective for companies that have high support costs or to connect with cohesive groups that already exist.<br />
    60. 60. Strategy<br />56<br />What change do you want your customers to make?<br />Carry messages to others<br />Engage more with your organization.<br />
    61. 61. Technology<br />57<br />What social media tools should you use or build?<br />Use the previous steps to decide what technology fits best.<br />
    62. 62. Measure<br />58<br />Number of followers on social media networks<br />Number of posts, comments, Tweets, etc.<br />Key influencers, who already have a following that is talking about you<br />Share of conversation<br />
    63. 63. Closing Comments<br />59<br />
    64. 64. Get Involved<br />60<br />Be there – you can’t talk to your customers without being in the game.<br />
    65. 65. Get Involved<br />61<br />Be connected – build an army<br />
    66. 66. Get Involved<br />62<br />Be humble – People connecting together are a hugely powerful force. They can be more powerful than your organization.<br />
    67. 67. Questions?<br />
    68. 68. Collin Condray<br /><br /><br /><br />Thank you!<br />