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Getting past to hype, to the ROI of social media

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  1. 1. Social Media Primer Putting Aside the Hype – How to Leverage Web 2.0 for Measurable ROI July 2010
  2. 2. What is Social Media? Social media is an umbrella term that defines the various activities that integrate technology , social interaction , information exchange , and the sharing of words, pictures, videos and audio . This interaction, and the manner in which information is presented, often results in the creation of communities of like-minded individuals .
  3. 3. Why Social Media is Relevant When asked by the FBI why he robbed banks, Willie Sutton simply replied, "Because that's where the money is . "
  4. 4. Living in an Online World <ul><li>Over 1 billion people over the age of 15 online worldwide . (ComScore, Jan. 09) </li></ul><ul><li>183 million U.S. Internet users watched video in May 2010 (Comscore) </li></ul><ul><li>Over 193 million domain names registered worldwide (March 2010, VeriSign) </li></ul><ul><li>Facebook has grown to more than 400 million users (June 2010) </li></ul><ul><li>The average Facebook user spends 55 minutes per day in the site, and the social network’s fastest-growing demographic are those 35 and older (Nielsen) </li></ul><ul><li>Users upload 24 hours of new video content to YouTube every minute (Mashable) </li></ul><ul><li>LinkedIn has over 70 million users, 50% from outside the U.S. (June 2010, LinkedIn) </li></ul><ul><li>Twitter has more than 105 million users who send 55 million tweets per day (April 2010, Twitter) </li></ul>
  5. 5. Winners and Losers Newspaper employee buyouts and layoffs in the United States, Editor & Publisher Magazine
  6. 6. Measurable Social Media Applications <ul><li>Lead generation </li></ul><ul><li>Customer Support </li></ul><ul><li>Enterprise sales support </li></ul><ul><li>Competitive intelligence gathering </li></ul><ul><li>Deal capture </li></ul><ul><li>Distribution partner identification and cultivation </li></ul><ul><li>Search engine optimization (SEO) </li></ul><ul><li>Executive visibility and thought leadership </li></ul><ul><li>Reputation management </li></ul><ul><li>Employee recruitment </li></ul><ul><li>Team, culture and morale building </li></ul>
  7. 7. Proven Social Media Tactics <ul><li>Executive Blogging and Promotion </li></ul><ul><li>Blogger Relations </li></ul><ul><li>Social Network Engagement (LinkedIn, Facebook, etc.) </li></ul><ul><li>New Media Utilization (YouTube, Twitter, widgets, etc.) </li></ul><ul><li>Community Creation (GovLoop, Break Down the Walls) </li></ul>
  8. 8. The Foundation of Social Media is Content <ul><li>Engage </li></ul><ul><li>Educate </li></ul><ul><li>Entertain </li></ul>
  9. 9. Easing into Social Media <ul><li>Establish strategic objectives and evaluation benchmarks </li></ul><ul><li>Define a content strategy and editorial mission </li></ul><ul><li>Select social media tactics and tools for distribution, promotion and engagement </li></ul><ul><li>Execute…develop content once and distribute through multiple channels – and stick with it! </li></ul><ul><li>Measure against benchmarks (i.e. readership, SEO, lead generation, sales cycle marketing, etc.) </li></ul>
  10. 10. Social Media Campaign Framework Web Property #1 Corporate Site Web Property #2 Executive Blog Social Network Engagement Blogger Relations Executive Blog Promotion Key Word Evaluation New Media Utilization Pay Per Click Ads
  11. 11. 3 Phases of Social Media Maturation <ul><li>Pockets of Innovation – who are the champions in the organization? </li></ul><ul><li>Bridging to Pervasive – success attracts attention and broadens interest </li></ul><ul><li>The Last Mile – the toughest phase, be ready to experiment with various tactics, be transparent, don’t be afraid to try things that may not work </li></ul>