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Social mediabusiness v2.0


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Presentation given to the Lenexa Chamber of Commerce Lunch and Learn program on 4/15/2010

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Social mediabusiness v2.0

  1. 1. Social Media & Business Lenexa Chamber of Commerce April 15th, 2010
  2. 2. Agenda <ul><li>Introductions </li></ul><ul><li>Definition </li></ul><ul><li>Stats </li></ul><ul><li>What is.. </li></ul><ul><li>How to get started </li></ul><ul><li>Tips </li></ul><ul><li>Q & A </li></ul>
  3. 3. Introductions Dustin Jacobsen Director of Social Media & Technology, Barkley Andy Huckaba President, Huckaba & Associates
  4. 4. Social Media Revolution
  5. 5. What is Social Media? Social media is another communications strategy, like advertising, PR and interactive, except different
  6. 6. Social Media Defined Social media is platforms (Facebook, Twitter, blogs) that enable engagement with and among consumers to create endorsement and evangelism for your brand.
  7. 7. Social Media Explained Visually
  8. 8. Top Social Networks
  9. 9. US Social Network Traffic
  10. 11. Stats, stats, more stats <ul><li>Facebook has 400+ million users (2/2010) </li></ul><ul><ul><li>40% growth in the past 6 months, 7% of all web traffic </li></ul></ul><ul><ul><li>5+ billion pieces of content (links, pics, stories, etc) shared each week </li></ul></ul><ul><ul><li>100 million access via mobile device </li></ul></ul><ul><li>Twitter has 75+ million global users </li></ul><ul><ul><li>2.5-3 million tweets per hour (4/2010) </li></ul></ul><ul><li>LinkedIn has 50+ million global users </li></ul><ul><li>Flickr hosts more than 4 billion images </li></ul><ul><li>70% of bloggers are organically talking about brands on their blog. </li></ul><ul><li>38% of bloggers post brand or product reviews. </li></ul>
  11. 12. Social Core System
  12. 13. PAID MEDIA (Brand Leverages) OWNED MEDIA (Brand Controls) EARNED MEDIA (Customer Controls) Display ads Paid search Sponsorships Facebook Fanpage Web site Twitter profile Blog posts News coverage Fan videos
  13. 15. Blogs <ul><li>Wordpress , TypePad , Movable Type , Blogger , Tumblr </li></ul>
  14. 16. What is a Blog? <ul><li>The term Blog is a shortened version of &quot;We b log ” - a regularly updated website based around a subject that the blog owner (or owners) would like to talk about </li></ul><ul><li>Blogs are about: </li></ul><ul><ul><li>Sharing thoughts and ideas in an expansive and unstructured way </li></ul></ul><ul><ul><li>Creating awareness of and creating new links to an existing website </li></ul></ul><ul><ul><li>Promoting products, increasing on-line presence and gaining customer feedback </li></ul></ul>
  15. 17. What is Twitter ? <ul><li>A social networking tool that can help improve your customer service, promote events and create new contacts in your industry </li></ul><ul><li>Twitter is about: </li></ul><ul><ul><li>Creating BUZZ </li></ul></ul><ul><ul><li>Real Time News Channel </li></ul></ul><ul><ul><li>Status Update </li></ul></ul><ul><ul><li>Instant Social Messaging Connect with Audience </li></ul></ul><ul><ul><li>Information Tool </li></ul></ul>
  16. 18. Over 1.7 million views on YouTube, 10 million views of Plain English series
  17. 19. What is Facebook ? <ul><li>A Social Networking service, started in 2006, that allows people to share information easily using computers or mobile internet devices.  </li></ul><ul><li>Facebook is about: </li></ul><ul><ul><li>Connecting with “Friends & Family” </li></ul></ul><ul><ul><li>Personal Engagement </li></ul></ul><ul><ul><li>Sharing pictures, events, life </li></ul></ul><ul><ul><li>Various privacy settings (friends, groups, everyone, search engines) </li></ul></ul>
  18. 20. What is YouTube ? <ul><li>Founded in February 2005 and has become one of the most popular video portals in the world. </li></ul><ul><li>YouTube is about: </li></ul><ul><ul><li>Branding - build a channel, brand videos & promote </li></ul></ul><ul><ul><li>Leveraging the Viral nature of YouTube spreading the videos to a large number of people </li></ul></ul><ul><ul><li>Allowing users to submit as well as search for videos </li></ul></ul>
  19. 21. What is Yelp ? <ul><li>Yelp was founded in 2004 </li></ul><ul><li>Mission: connect people with great local businesses </li></ul><ul><li>Top 100 website with 31 million unique monthly visitors (March 2010) </li></ul><ul><li>Over 10 million local reviews </li></ul><ul><li>Over 1.25 million iPhone app installs (also available for BlackBerry, Palm Pre, Android and mobile web) </li></ul>
  20. 22. Yelp
  21. 23. What about Negative Reviews? <ul><li>Don’t worry </li></ul><ul><li>Majority are positive (80%) </li></ul><ul><li>Highlight areas for growth, including product development </li></ul><ul><li>You probably already know about most of them </li></ul><ul><li>Reviews / word of mouth happen, with or without you </li></ul>Don’t Be Afraid of Negative Reviews
  22. 24. How to Get Started <ul><li>Listen & Learn </li></ul><ul><ul><li>Identify who, what, where, volume & sentiment </li></ul></ul><ul><li>Plan </li></ul><ul><ul><li>Social media policy, monitoring & response, proactive engagement </li></ul></ul><ul><li>Engage </li></ul><ul><ul><li>Implementation of the plan, including integration with other systems, digital properties and business processes </li></ul></ul>
  23. 25. Them, Not Us <ul><li>The best advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first. </li></ul>
  24. 26. Be Where the Consumers Are <ul><li>Find your evangelists. Know where your target consumers congregate and converse. Contribute to those communities and conversations first. </li></ul>
  25. 27. Show Signs of Life <ul><li>Integrate and promote social content throughout your online and offline presence. </li></ul>
  26. 28. Action Trumps Eyeballs <ul><li>Aim for engagement, endorsement and evangelism. Design for action and interaction. Think hearts and minds, not just eyeballs. </li></ul>
  27. 29. Connect & Collect <ul><li>Use every appropriate conversation to collect information that will make the relationship more personal and special. </li></ul>
  28. 30. Tips & Rules <ul><li>The 1% Rule </li></ul><ul><li>The 2-4X Rule </li></ul><ul><li>The New Media / New Pipes Rule </li></ul><ul><li>The Martha Stuart Rule </li></ul><ul><li>The Power of Weak Links Rule </li></ul><ul><li>The Feed the Fire Rule </li></ul><ul><li>The More Things Change Rule </li></ul><ul><li>Horse Before the Cart Rule </li></ul><ul><li>The PR Pitfalls Rule </li></ul><ul><li>The Customer Service Rule </li></ul>
  29. 31. Keep in Mind <ul><li>Audience size doesn’t prove influence on Twitter </li></ul><ul><li>Your employees and customers are your most valuable asset. Work with them - not against </li></ul><ul><li>Don’t ignore your existing digital properties - website, email </li></ul><ul><li>Cross pollinate </li></ul>
  30. 32. Contact <ul><li>Andy Huckaba - President, Huckaba & Associates </li></ul><ul><ul><li>Email: </li></ul></ul><ul><ul><li>Phone: (913) 485-3210 </li></ul></ul><ul><ul><li>Twitter – </li></ul></ul><ul><ul><li>Facebook – </li></ul></ul><ul><ul><li>LinkedIn – </li></ul></ul><ul><ul><li>Blog – </li></ul></ul><ul><ul><li>Website – http:// </li></ul></ul>
  31. 33. Contact <ul><li>Dustin Jacobsen - Director of Social Media & Technology, Barkley </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Phone: (816) 423-6063 </li></ul></ul><ul><ul><li>Twitter – </li></ul></ul><ul><ul><li>Facebook – </li></ul></ul><ul><ul><li>LinkedIn – </li></ul></ul><ul><ul><li>Blog – </li></ul></ul><ul><ul><li>Website – </li></ul></ul>
  32. 34. Appendix <ul><li>The CMO’s Guide to the Social Media Landscape </li></ul><ul><li>The 10 Essential Rules for Brands in Social Media </li></ul><ul><li>The Conversation Prism </li></ul><ul><li>Mashable - The Social Media Guide </li></ul><ul><li>20+ Amazing Social Media Stats </li></ul><ul><li>Facebook Press Room: Statistics </li></ul><ul><li>The Age of Social Networks </li></ul>
  33. 35. Thanks! <ul><li>Q&A </li></ul>