Social Media 301


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A comprehensive look at the leading social media channels of early 2010...which means read it now, for it will expire before we know it!

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Social Media 301

  1. 1. Social Media 301
  2. 2. What is SM? “THE VOICE” Whose? Wherever. Whenever. Whatever. Ad Infinitum © Chris Lohman, Saint Street LLC. 2
  3. 3. Seriously? •10 billion Tweets – Mar „10 •450 million active Facebook users – 3rd biggest country •Jan: 173 million people – 33,200,000,000 videos •1 new LinkedIn member every second •150MM blogs; 2 new blogs per second © Chris Lohman, Saint Street LLC. 3
  4. 4. But why do we? Hobby time… To Listen… My people… L O N E L y… © Chris Lohman, Saint Street LLC. 4
  5. 5. The all POWERFUL voice “Social media expert” “Early adopter” “Propagator” “Pundit” “Viral instigator” “Media Maven” “Brand antagonist” “FOB” “Influencer” © Chris Lohman, Saint Street LLC. 5
  6. 6. HEY! What now? 1 • Smartphone: >50% SM Foursquare • 200k iPhone apps Twitter Facebook Myspace 2 Friendster MMS SMS Online advertising Internet TV Radio 1? Print © Chris Lohman, Saint Street LLC. 6
  7. 7. …conclusion teaser “For your biz” Learn to listen Learn to learn Learn to plan Learn to integrate & engage Learn to analyze Learn to adopt Repeat. © Chris Lohman, Saint Street LLC. 7
  8. 8. My Facebook •Class reunion •Email •Instant Message •Media sharing •Hard News •Soft News •The Trades •Coupons/New releases •Photo albums •Casual games •Pundit or Commenter •Craig‟s List •Evite •Twitter • © Chris Lohman, Saint Street LLC. 8
  9. 9. Your Facebook Fan Page •Product tease •Q&A •Listen & respond •Customer service •Casual games •Contests/sweeps •Media •Polling •RSS •Twitter •Direct sales •Loyalty program •Evite © Chris Lohman, Saint Street LLC. 9
  10. 10. Bye Bye Woody © Chris Lohman, Saint Street LLC. 10
  11. 11. 40% 45% - 1-5 retention followers Most drop 4% >100 1st month ________ _______ 42% 55% no Tweets women 4% >500 45% ________ 18-34 30% 50% conversational no college 30% babble 10% Self-promo
  12. 12. Oh , what do you mean to me? For Chris Lohman – Catch & Pitch For you – Pitch & Catch •Follow the trades •Listen – on stream, Twitter Search (you •Follow my friends and competitors) •Follow my beloved Huskies •Respond – good & bad; always timely, •Follow for client intelligence authentic and REAL •YELP -share •Share – relevant and informative •Market* – releases, promos, “VIP” info *25%, but you audience will dictate
  13. 13. April 14th 10:21am-10:43am © Chris Lohman, Saint Street LLC. 13
  14. 14. Are You ? Your biz? 65,000,000 possible business resources Personal •Network •Update and promote profile – “share” & follow •Participate Q&A and Groups •Recommendations & Introductions Company Profile Biz •HR Driver -Accenture HR: LinkedIn decreases the time it takes to fill positions by nearly 50% •Set-up Corp Group(s) -Discussions Corp Group -Customer feedback © Chris Lohman, Saint Street LLC. 14
  15. 15. “Lo-So” Local-Social, Geo-Local, Geo-Social •Geo-location & targeting via GPS •Sharing , Connecting & Discovery •THE GAME??? •Awards – badges, items, and incentives •The future of targeted promotions & “specials” © Chris Lohman, Saint Street LLC. 15
  16. 16. Media Sharing & Social Bookmarking
  17. 17. YouTube Happy 5th Birthday! 2,000,000,000 videos viewed per day © Chris Lohman, Saint Street LLC. 17
  18. 18. Review Sites Hot or not? © Chris Lohman, Saint Street LLC. 18
  19. 19. Where else? Social Buying Reference Webcasting Creative Expression Random web chat Chatroulette © Chris Lohman, Saint Street LLC. 19
  20. 20. B-to-B Is Social Media for me? You are a SME! •Blog(s) •Online editorial & participation •SM monitoring & engagement • Openly encourage candid & authentic conversations © Chris Lohman, Saint Street LLC. 20
  21. 21. SM Monitoring & Engagement © Chris Lohman, Saint Street LLC. 21
  22. 22. Rules of Engagement ~A Proven Process~ 1. Search 2. Listen 3. Learn 4. Plan & Procedures 5. Build 6. Test/Personas 7. ENGAGE Visible Technologies 8. Listen 9. Learn 10.Plan 11.Test 12.ENGAGE radian6 © Chris Lohman, Saint Street LLC. 22
  23. 23. Rules of Engagement ~A Proven Approach~ 1. Be human 2. Transparency: WOMMA 3. Join & Fit In 4. Short & Sweet 5. Empathy is key 6. Stay intune 7. No hard sell 8. Take the convo offline 9. Stop before you GO 10.Trial & Error & Trial © Chris Lohman, Saint Street LLC. 23
  24. 24. Engagement Cases •Burson-Marsteller: The Experts •PETA •Ugh, oh – SF billboard •From “firm” to common sense •Room 1284 has bed bugs •Westin=Luxury; Sheraton=Value •Free wifi • © Chris Lohman, Saint Street LLC. 24
  25. 25. Case Studies © Chris Lohman, Saint Street LLC. 25
  26. 26. 1.1MM •April ‟06 780k •PR Newswire – Best Blog “Assigned ‟07 & ‟08 Seating” •$1MM in sales “Too Pretty •Instant focus group to Fly” •Customer service -2.2MM views -Hundreds of fan submissions •Unsolicited employee and customer engagement & CS © Chris Lohman, Saint Street LLC. 26
  27. 27. “The” Kevin Smith 1.6MM 330k “IF YOU LOOK LIKE ME, YOU MAY BE EJECTED FROM @SOUTHWESTAIR” “Dear @SouthwestAir, I’m on another one of your planes, safely seated & buckled-in again, waiting to be dragged off in front of the normies. (accompanied by a Twitpic)” Sat, 2/13 2/14 – 2/15 Tweets @ThatKevinSmith hey Kevin! I’m so sorry for your experience tonight! Hopefully we can make things right, 2/18 – 2:16 --- My Boring Ass Life please follow so we may DM! “I don’t want their money. I just want them to admit they “BLEEP” 2/14 3p - Nuts up…their stupid policy is “BLEEP” “Our heartfelt apologies to you…we are sincerely sorry…attempted to up…and they’re sorry…her apology contact you via twitter and a is crap!” personal phone call… © Chris Lohman, Saint Street LLC. 27
  28. 28. Objective: Public Awareness and Out Recruit MSFT, Amazon, & Google Budget: $45,000 – 3 months Solution: Beat the Man Down -Adver-game featuring multiple contests & Forum (Open) Outcome: 1,500 resumes, 75 interviews, 18 hires Cost per hire - $2,500 Added Benefits: Technology, Ad Trade and Local Media Coverage; multiple awards;>2.6MM game plays across 25+ game syndication sites Irony: Acquired by MSFT 12 months later © Chris Lohman, Saint Street LLC. 28
  29. 29. SM 301 The #1 Lesson We truly know only what we know. So don’t be afraid to ask. And often. © Chris Lohman, Saint Street LLC. 29
  30. 30. Crib Sheet Primary Secondary Additional Site Description Business Case Business Case Business Case #1 Social Media Site – Customer/Brand community – Engagement through Customer service and 450MM users, most active open dialog of likes and content distribution, virtual focus group dislikes and Fan participation discussions, polls, etc. Engagement tool for current Quick sharing of targeted #1 Micro Blogging Site – and prospective customers; content, including 3rd Competitive research 110MM users, most inactive including customer support party content and tool incentives/corp info Upload video content which #1 type of media content Free and reliable #1 Media Sharing Site – visually shares the authentic shared virally across all embed video player for 120-130MM unique viewers and human personality of SM and online sites corporate blogs your company #1 Business-Centric HR - most important social Create a “Brand Group” – SME‟s can engage on Networking Site – 60 MM media site for reaching start discussions and behalf of company in members prospective hires share news and relevant Q &A and forums info #1 Geo-Location Focused Loyalty play for B&M – small Corporations can Eventually inclusion of App where people check-in mom & pop biz as well as the participate by providing bounce-backs and to brick and mortar “Starbucks” of the world incentives to players – geo-loco locations - >2MM users incase and Swimspot targeted offers #1 Social Networking, User Review and Local Search Ensure business listing is Customer Service: Announce promotions Website – 30-40MM accurate and comprehensive Respond to negative (and and incentives monthly visitors positive) reviews #1 Fastest growing niche Paid contest sponsorship Affiliate marketing and/or creative expression site – for quick seasonal SEO product presence 30-40MM monthly visitors awareness © Chris Lohman, Saint Street LLC. 30