2. What is Social Media? Media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues.
9. Web 2.0 Web Applications that facilitate interactive information sharing, interoperability, user-centered design Creator Or just a Viewer Social-networking sites, blogs, wikis, video-sharing sites, hosted services.
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12. Web 2.0 “Participatory Web" not just an “information-source” Rich user experience, dynamic content, web standards and scalability. Openness, freedom and collective intelligenceby way of user participation
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14. Social vs. Industrial MediaPublisher’s Aspect Reach Accessibility Usability Recency Permanence
20. Social Media Marketing Process of promoting business through social media channels. Low-cost promotional methods Provide large numbers of links and huge amount of traffic. Companies manage to get massive attention.
27. Social Media Campaigns Bringing target user to the fan page on social networking sites like ‘facebook’ Getting positive publishing on major blogs Generating large number of tweets Recruiting Ambassadors
28. FORD Fiesta Campaign 100 Fiestas to 100 people selected from 4,000 applicants Use the cars for six months Share their experiences through YouTube, Flickr, Facebook and Twitter accounts Ford created for the campaign
29. Key Results from Gang of Girls campaign case study are: • Total Registrations on Gang of Girls– 7,28,461 • Avg Monthly Page Views – 30,00,000 • Avg Monthly Hits – 1,20,00,000 • Avg Monthly Unique Visitors – 97,086 • Total Number of Gangs– 42,934 • Average Visit Length – 11.06 minutes
30. What Matters in this jungle of voices……. Genuine building of authority. Becoming a thought leader and value provider Participating not just Communicating Building "Top of mind” awareness Purposeful and carefully designed social media strategy
40. AND SORRY FOR USING YOUR PERSONAL STUFF WITHOUT PERMISSION
Editor's Notes
What is media?Publishing content and making it reach to the audience.
The term Web 2.0 is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design,[1] and collaboration on the World Wide WebA Web 2.0 site gives its users the free choice to interact or collaborate with each other in a social media dialogue as creators (prosumer) of user-generated content in a virtual community, in contrast to websites where users (consumer) are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social-networking sites, blogs, wikis, video-sharing sites, hosted services.
more than just retrieve informationWeb 2.0 the "participatory Web"[18] and regards the Web-as-information-source as Web 1.0.he characteristics of Web 2.0 are: rich user experience, user participation, dynamic content, metadata, web standards and scalability. Further characteristics, such as openness, freedom[21] and collective intelligence[22] by way of user participation, can also be viewed as essential attributes of Web 2.0.
Reach - both industrial and social media technologies provide scale and enable anyone to reach a global audience.Accessibility - the means of production for industrial media are typically owned privately or by government; social media tools are generally available to anyone at little or no cost.Usability - industrial media production typically requires specialized skills and training. Most social media does not, or in some cases reinvent skills, so anyone can operate the means of production.Recency - the time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses; only the participants determine any delay in response). As industrial media are currently adopting social media tools, this feature may well not be distinctive anymore in some time.Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing.
Businesses refer to social media as consumer-generated media (CGM). Social media utilization is believed to be a driving force in defining the current time period as the Attention Age"Attention economics" today is primarily concerned with the problem of getting consumers to consume advertising. Traditional media advertisers followed a model that suggested consumers went through a linear process they called AIDA - Attention, Interest, Desire and Action. Attention is therefore a major and the first stage in the process of converting non-consumers. Since the cost to transmit advertising to consumers is now sufficiently low that more ads can be transmitted to a consumer than the consumer can process, the consumer's attention becomes the scarce resource to be allocated.
Ford recently handed 100 Fiestas to 100 people selected from 4,000 applicants. These "agents" — that’s what Ford calls them — get to use the cars for six months in exchange for completing monthly "missions" with different themes. They’ll share their experiences through YouTube, Flickr, Facebook and Twitter accounts Ford created for the campaign. Read More http://www.wired.com/autopia/2009/04/how-the-fiesta/#ixzz137dNoleF
As the 2010 Trust Study indicates, it is most effective if marketing efforts through social media revolve around the genuine building of authority. Someone performing a "marketing" role within a company musthonestly convince people of their genuine intentions, knowledge, and expertise in a specific area or industry through providing valuable and accurate information on an ongoing basis without a marketing angle overtly associated. If this can be done, trust with, and of, the recipient of that information – and that message itself – begins to develop naturally. This person or organization becomes a thought leader and value provider - setting themselves up as a trusted "advisor" instead of marketer. "Top of mind awareness" develops and the consumer naturally begins to gravitate to the products and/or offerings of the authority/influencer. As a result of social media – and the direct or indirect influence of social media marketers – today, consumers are as likely – or more likely – to make buying decisions based on what they read and see in platforms we call "social" but only if presented by someone they have come to trust. That is why a purposeful and carefully designed social media strategy has become an integral part of any complete and directed marketing plan but must also be designed using newer "authority building" techniques.[15]
Be Genuine and Authentic – Social media is not sales territory. It’s not “the field” and it’s not a place to go out and pitch you product. You have to be genuine, sincere and authentic. Just be you! simple as that. Be you and connect with people. Find common ground and build relationships with a ton of people based on that common ground. When you are genuine and authentic you will build better relationships faster and social media will work better for you as a whole.Be Giving – Social media is a great way to not only connect with you target market and customers but it is also a place to give to them. You can give so much value to them and their lives. There are a few ways to be giving and give value to them. One way is to retweet any tweets that you like, when someone like yourself tweets for someone on twitter who isn’t known that well they notice it and really appreciate it. Another way to be giving is to create valuable content for your target market (like i’m doing now) and share it with your followers in social media. I teach people how to use social media to grow their brand, improve their marketing and drive more traffic and here I am blogging about it!Move them through the process – Social media is great but it also has it’s “limits” so one thing you want to do is use social media as a ground to make the first initial contact and keep building that relationship. The process you want to move them through is Know > Like > Trust. Get to know people, specifically your target market. Get to like them! be interested in them and their lives and read their tweets. Over time people will know like and trust you if you get to know like and trust them. They know that you care about them and are friends with them if you are always connecting with them, sharing their tweets and there to build a relationship. Keep doing that and the amount of high quality targeted relationships that you build will grow and your followers will be more responsive to take the next step like subscribe to your newsletter or your blog or whatever. Remember that after social media there is a “next step” so move people through your process by sharing what will help them with them but don’t do it directly… just share information in social media like you always do!
