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Social Media 101 for Marketers How the Social Web is Changing the  Way we Communicate – and More  (in 20 slides) © 2009 Ma...
Social Media – What is it? <ul><li>Migration of Human Social  </li></ul><ul><li>Behavior Online </li></ul><ul><li>(Faceboo...
Where We Hang Out Online 06/07/09 © 2009 Magus Consulting  - Creative Commons (Attribution Required) Networking Community/...
What Happens When We Hang Out  Online Instead Of In Person? <ul><li>Inexpensive, easy tools mean we can create stuff for e...
What Happens When We Hang Out  Online Instead Of In Person?  (Part II) <ul><li>We influence each other’s opinions and deci...
Opportunity? <ul><li>Our “new Hang Out spots” create </li></ul><ul><ul><li>New Public Relations Opportunities </li></ul></...
The Marketer’s World is Changing <ul><li>Audiences are responding to messages  </li></ul><ul><li>“ pushed” at them by  pus...
So What Works Best? <ul><li>Search & Search Advertising </li></ul><ul><li>Opt-In Communications  </li></ul><ul><ul><li>ema...
Um…. What Does This Have To Do with Social Media? <ul><li>Social Media is a big reason marketing is changing. The web used...
What to do off the podium?  <ul><li>How do you know if you’re ready to party? </li></ul><ul><ul><ul><li>You Exist  (Nonexi...
That Wasn’t Very Helpful? Let me Translate 06/07/09 © 2009 Magus Consulting  - Creative Commons (Attribution Required) <ul...
1 st  Things 1 st : A Staged Approach 06/07/09 © 2009 Magus Consulting  - Creative Commons (Attribution Required) <ul><ul>...
CAUTION: <ul><li>Don’t start talking  (Stage 3) </li></ul><ul><li>If you only exist  </li></ul><ul><li>as a bunch of marke...
Return on Investment? <ul><li>ROI requires predictability and clarity, which we don’t have yet, so what can you do? </li><...
But wait…. What about <ul><li>Blogs? </li></ul><ul><li>Wikis? </li></ul><ul><li>RSS? </li></ul><ul><li>Widgets? </li></ul>...
Technology Tools are fungible and changing rapidly, don’t get hung up on them <ul><li>Blogs : “date-driven journal style” ...
Wow, that was easy! <ul><li>Not really…. </li></ul><ul><li>Social Media Is a  </li></ul><ul><li>Symptom and a Cause </li><...
Deeper Undercurrent Trends….. <ul><li>Demotion of geographic relevance  </li></ul><ul><li>Reduced cost of digital producti...
…  are affecting things beyond    products and services <ul><li>Identity & Attention </li></ul><ul><ul><li>Transparency is...
Bigger Takeaway <ul><li>This is more than a communications exercise. </li></ul><ul><li>More and more, successful  marketin...
I could go on… <ul><li>But don’t you think that’s enough for one slide deck? </li></ul>06/07/09 © 2009 Magus Consulting  -...
See you at the party? <ul><li>Dana Theus </li></ul><ul><li>Web Site:  www.MagusConsulting.com </li></ul><ul><li>Blog:  www...
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Social Media 101 for Marketers

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My answer to the marketer's question "What is Social Media and why do I care?". A look at social media, the challenges it provides the marketing profession and the undercurrent trends of which social media is a mere symptom.

Published in: Business

Social Media 101 for Marketers

  1. Social Media 101 for Marketers How the Social Web is Changing the Way we Communicate – and More (in 20 slides) © 2009 Magus Consulting - Creative Commons (Attribution Required)
  2. Social Media – What is it? <ul><li>Migration of Human Social </li></ul><ul><li>Behavior Online </li></ul><ul><li>(Facebook, Twitter, myspace etc. are all just places to </li></ul><ul><li>“ hang out” and be social. </li></ul><ul><li>They’re the new “happy hour”….) </li></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  3. Where We Hang Out Online 06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) Networking Community/Sharing 140+ million users, 4 th largest trafficked site on the web 5.5 million users, 500% growth in 2008, 3 million tweets/day 30+ million users, $109k avg income 70,000+ videos 13 hours of video uploaded every minute 6 th largest audience on the Internet Keeping in touch
  4. What Happens When We Hang Out Online Instead Of In Person? <ul><li>Inexpensive, easy tools mean we can create stuff for each other </li></ul><ul><ul><li>experts call this ‘user generated content’ (UGC) </li></ul></ul><ul><ul><li>60% of Internet users view UGC (eMarketer 2/09) </li></ul></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) http://www.youtube.com/user/MomokoHime The Best Fighting StickFigure Video Ever! ... 1.3 million views YouTube calls itself the “#1 entertainment site on the web ” 3 Million visitors per day for photo sharing
  5. What Happens When We Hang Out Online Instead Of In Person? (Part II) <ul><li>We influence each other’s opinions and decisions – publicly (which then influences even more people and etc….) </li></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  6. Opportunity? <ul><li>Our “new Hang Out spots” create </li></ul><ul><ul><li>New Public Relations Opportunities </li></ul></ul><ul><ul><li>New Word of Mouth Marketing Opportunities </li></ul></ul><ul><ul><li>New Publication Channels </li></ul></ul><ul><ul><li>New Advertising Channels </li></ul></ul><ul><li>But…. </li></ul><ul><ul><li>“ Traditional” Online advertising doesn’t perform as well on social sites, despite high traffic, sporting clickthrough rates 28% below ‘regular’ web sites. (IDC 11/08). </li></ul></ul><ul><ul><li>What’s that about? </li></ul></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  7. The Marketer’s World is Changing <ul><li>Audiences are responding to messages </li></ul><ul><li>“ pushed” at them by pushing back </li></ul><ul><ul><li>We can entertain ourselves better than ever before (see above) </li></ul></ul><ul><ul><li>If we don’t like what you say, we complain loudly and in public: (e.g., Motrin Moms) </li></ul></ul><ul><li>Information Overload is a reality </li></ul><ul><ul><li>Opt-in Email open rates are down </li></ul></ul><ul><ul><li>in ’08 for the first time (eMarketer 1/09) </li></ul></ul><ul><ul><li>Email marketing is practically irrelevant among high school and college students (eMarketer 12/08) </li></ul></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  8. So What Works Best? <ul><li>Search & Search Advertising </li></ul><ul><li>Opt-In Communications </li></ul><ul><ul><li>email still works & RSS is used by over a quarter of Internet users </li></ul></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) Google is estimated to receive 2 Billion searches/day
  9. Um…. What Does This Have To Do with Social Media? <ul><li>Social Media is a big reason marketing is changing. The web used to be like a lecture. Social Media technology’s arrival was like opening the bar in the lobby. People started to party! </li></ul><ul><li>Your audience now plays an active role in their own online experience by relating to each other as much or more than relating to YOU. </li></ul><ul><li>If you want their attention you must get off the podium and: </li></ul><ul><ul><li>Relate to them personally </li></ul></ul><ul><ul><ul><ul><li>AND/OR </li></ul></ul></ul></ul><ul><ul><li>Give them something they want </li></ul></ul><ul><ul><li>to relate to each other about </li></ul></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  10. What to do off the podium? <ul><li>How do you know if you’re ready to party? </li></ul><ul><ul><ul><li>You Exist (Nonexistent people can’t socialize) </li></ul></ul></ul><ul><ul><ul><li>You Listen (How can you socialize if all you do is yell?) </li></ul></ul></ul><ul><ul><ul><li>You Dialog (Listen. Talk. Listen. Talk. – Try it!) </li></ul></ul></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  11. That Wasn’t Very Helpful? Let me Translate 06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) <ul><ul><ul><li>You Exist </li></ul></ul></ul><ul><ul><ul><ul><li>Your WebSite IS Your Identity (Will people want to talk to you?) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Your Behavior IS Your Credibility (B2C: Would you chat with you after work? B2B: Would you chat with you at work?) </li></ul></ul></ul></ul><ul><ul><ul><li>You Listen </li></ul></ul></ul><ul><ul><ul><ul><li>Monitor blogs, Twitter, Forums– where your audience is </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What do people say about you? What do they say to each other? </li></ul></ul></ul></ul></ul><ul><ul><ul><li>You Dialog </li></ul></ul></ul><ul><ul><ul><ul><li>Choose your representatives (not spokespeople) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Support them and give them ways to engage as humans </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Blogs - Facebook – Customer Support Communities etc. </li></ul></ul></ul></ul>
  12. 1 st Things 1 st : A Staged Approach 06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) <ul><ul><ul><li>Passive Existence </li></ul></ul></ul><ul><ul><ul><ul><li>Make sure your website is YOU (Staff listed? True Vision/Values?) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Make sure people can find you </li></ul></ul></ul></ul><ul><ul><ul><ul><li>and enable them to share your stuff in the social stream </li></ul></ul></ul></ul><ul><ul><ul><li>Active Support </li></ul></ul></ul><ul><ul><ul><ul><li>Enhance your offline efforts with social elements where your audience congregates socially (Don’t know? Find out.) </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E.g., Promote an event through email and a Facebook Fan Page. </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Active Engagement </li></ul></ul></ul><ul><ul><ul><ul><li>Get your brand representatives talking </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Give them goals, training and a messaging plan and let them blog, tweet, post video, podcast and otherwise mingle at the party. </li></ul></ul></ul></ul>Yes, this is intentionally passive. See next slide. #1 #2 #3
  13. CAUTION: <ul><li>Don’t start talking (Stage 3) </li></ul><ul><li>If you only exist </li></ul><ul><li>as a bunch of marketing </li></ul><ul><li>messages (Stage 1) </li></ul><ul><li>This is considered- </li></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) Unauthentic. Opaque (as opposed to transparent). Disingenuous. Rude. People will notice and assume the worst and/or say bad things about you.
  14. Return on Investment? <ul><li>ROI requires predictability and clarity, which we don’t have yet, so what can you do? </li></ul><ul><li>Track/analyze the indicators of success: </li></ul><ul><ul><li>Web traffic, click-throughs </li></ul></ul><ul><ul><li>RSS/Newsletter subscriptions </li></ul></ul><ul><ul><li>Offer redemptions </li></ul></ul><ul><ul><li>digital mentions </li></ul></ul><ul><ul><li>Online conversions </li></ul></ul><ul><ul><li>Downloads </li></ul></ul><ul><ul><li>Shares </li></ul></ul><ul><ul><li>Customer surveys </li></ul></ul><ul><ul><li>Related revenue </li></ul></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) Together, these tell a story – are people talking about and with you? Your competitors? How much is that worth? Adjust as necessary.
  15. But wait…. What about <ul><li>Blogs? </li></ul><ul><li>Wikis? </li></ul><ul><li>RSS? </li></ul><ul><li>Widgets? </li></ul><ul><li>Web 2.0? </li></ul><ul><li>All that other stuff I don’t understand? </li></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  16. Technology Tools are fungible and changing rapidly, don’t get hung up on them <ul><li>Blogs : “date-driven journal style” web pages </li></ul><ul><ul><li>Stand alone & in communities </li></ul></ul><ul><li>Wikis : Community Authoring </li></ul><ul><ul><li>Stand alone & in communities </li></ul></ul><ul><li>RSS : a web page update broadcast </li></ul><ul><ul><li>Attached to a web page, read by RSS readers and software </li></ul></ul><ul><li>Widget: A self-contained web application </li></ul><ul><ul><li>Dynamic content to be added to any web page </li></ul></ul><ul><li>Web 2.0 : Ignore this. It’s just marketing hype. </li></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required) Find out where your audience is and use the appropriate tools and communities to meet them there
  17. Wow, that was easy! <ul><li>Not really…. </li></ul><ul><li>Social Media Is a </li></ul><ul><li>Symptom and a Cause </li></ul><ul><li>Of </li></ul><ul><li>Greater Things </li></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  18. Deeper Undercurrent Trends….. <ul><li>Demotion of geographic relevance </li></ul><ul><li>Reduced cost of digital production </li></ul><ul><li>Powerful, easy personal production tools </li></ul><ul><li>Shifts in news origination </li></ul><ul><li>Exponentially growing personal social graphs </li></ul><ul><li>Shifts in public opinion dynamics </li></ul><ul><li>Personal information overload </li></ul><ul><li>Increased vulnerability – personal and organizational </li></ul><ul><li>Increased tracking, data mining and trendspotting </li></ul><ul><li>Interoperability standards in software, networking and data sharing </li></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  19. … are affecting things beyond products and services <ul><li>Identity & Attention </li></ul><ul><ul><li>Transparency is a fact and authenticity is required </li></ul></ul><ul><ul><li>Personal branding and public self-discovery create citizen celebs </li></ul></ul><ul><ul><li>Privacy and identity concepts are changing and risky </li></ul></ul><ul><li>Power Shifts & Accountability </li></ul><ul><ul><li>Squeaky customer wheel hurts business big time </li></ul></ul><ul><ul><li>Fandom redefines brand enthusiasm – untapped opportunity </li></ul></ul><ul><ul><li>Grassroots mobilization topples giants, creates miracles </li></ul></ul><ul><li>Business Model Adjustments </li></ul><ul><ul><li>Citizen journalism threatens the Fourth Estate </li></ul></ul><ul><ul><li>Crowdsourcing enables entrepreneurialism, boggles big guys </li></ul></ul><ul><ul><li>Competing with FREE </li></ul></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  20. Bigger Takeaway <ul><li>This is more than a communications exercise. </li></ul><ul><li>More and more, successful marketing will be an underpinning of successful business : </li></ul><ul><ul><li>Dynamic, Real-time & Responsive Brand Experience </li></ul></ul><ul><ul><ul><li>Not “Brand Image” </li></ul></ul></ul><ul><ul><li>People still pay for </li></ul></ul><ul><ul><li>what they value </li></ul></ul><ul><ul><ul><li>Who has the insight to </li></ul></ul></ul><ul><ul><ul><li>isolate what that is? </li></ul></ul></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  21. I could go on… <ul><li>But don’t you think that’s enough for one slide deck? </li></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)
  22. See you at the party? <ul><li>Dana Theus </li></ul><ul><li>Web Site: www.MagusConsulting.com </li></ul><ul><li>Blog: www.Member-to-Member.com </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @dtheus </li></ul>06/07/09 © 2009 Magus Consulting - Creative Commons (Attribution Required)

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