Social Media 101

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A very top-level, introductory presentation to social media and why businesses and organizations need to be aware of how it could potential affect the way they and their markets communicate.

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Social Media 101

  1. 1. Social Media 101: An Introduction Luke Gibbs :: Account Coordinator
  2. 2. Social Medi-what? <ul><li>Wikipedia says: </li></ul><ul><li>“ Social media is content created by people using highly accessible publishing technologies; a shift in how people discover, read and share news, information and content . Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business .” </li></ul>
  3. 3. An Introduction – Social Media is… :: Blogs :: Micro-blogs :: Social Networks :: Community Platforms :: Content Sharing/Gathering :: Social Bookmarking [Digg] :: Any application/platform that encourages discussions, sharing and various user-generated content
  4. 4. An Introduction – Blogs :: Blogger, WordPress, Xanga, Tumblr, TypePad :: Sub-page of main website :: Place to let your organization’s “hair down” :: Can and SHOULD be targeting niche markets :: Opens communication bridge :: Turning out to be GREAT for SEO :: Get yourself published/added credibility :: Research, outline, think critically/analytically/authentically
  5. 6. An Introduction – Micro-blogging :: Jaiku, Yammer, Tumblr, Microsoft Vine [beta] :: …and, of course, Twitter
  6. 7. An Introduction – Micro-blogging Twitter :: Network with like-minded people in your region, industry, company, etc. :: Great tool for proactive, Johnny-on-the-spot customer service :: Monitor what’s being said about you and your industry [search.twitter.com] :: Generate leads :: Drive traffic to company website [PBC Silver Addy on Salem, OR blog] :: Listen [Grow Bigger Ears], Follow, Engage
  7. 8. An Introduction – Social Networks :: Facebook , LinkedIn, Ning, Yelp
  8. 9. An Introduction – Social Networks :: Facebook , LinkedIn, Ning, Yelp :: Outposts of your company :: Online roladex :: Boost in search rankings :: VERY targeted ads :: Makes your corporate entity seem more personable :: Social networks are full of people who want to NETWORK :: Dilemma – Page vs Profile
  9. 10. An Introduction – Community Platforms :: Dell [www.ideastorm.com], Starbucks [www.mystarbucksidea.com]
  10. 11. An Introduction – Community Platforms :: Trouble finding where users are talking about you? Create a central forum for them to talk :: Allows voice of consumer to impact the customer experience :: Pushing content vs encouraging conversations [blogs vs community platforms] :: Instead of pushing content, push thinktanks, surveys, questionnaires, calls to action, etc. :: LISTEN, LISTEN, LISTEN – Not going after millions , just the right 10,000 :: Let users know you are listening, but don’t pitch
  11. 12. An Introduction – Content Sharing Sites :: Includes video sharing [YouTube], image/ presentation sharing [Flickr, Slideshare], knowledge sharing [Wikipedia], and more :: YouTube - Most famous source of viral marketing [Blendtec] - Easy to use; need an account and a webcam - Great place to host videos for your website/blog - Über-creativity needed nowadays; as always, target your niche [tags]
  12. 13. Why should you care about social media? <ul><li>:: 13 hours </li></ul><ul><li>:: 100,000,000 </li></ul><ul><li>:: 13,000,000 </li></ul><ul><li>:: 3,600,000,000 </li></ul><ul><li>:: 1382% </li></ul><ul><li>:: 5,000,000,000 </li></ul><ul><li>:: 1,000,000,000 </li></ul><ul><li>* As presented in ‘What the F**ck is Social Media’ </li></ul><ul><li>video uploaded to YouTube every minute </li></ul>- videos viewed per day <ul><li>articles on Wikipedia </li></ul><ul><li>photos on Flickr </li></ul><ul><li>Twitter monthly growth rate this year </li></ul><ul><li>Minutes spent on Facebook every day </li></ul><ul><li>Content shared on Facebook every day </li></ul>
  13. 14. So what’s the endgame? <ul><li>Social media marketing , of course: </li></ul><ul><li>“ An engagement with online communities to generate exposure, opportunity and sales. The number-one advantage is generating exposure for the business, followed by increasing traffic and building new business partnerships.” </li></ul>
  14. 15. So how do I convince my boss to pay me to play on Facebook and YouTube all day? <ul><li>:: Masses have grown accustomed to—and annoyed by—interruptive advertising [clutter has birthed hulu.com, DVR, etc.] </li></ul><ul><li>:: Organic search—need to exist where people are looking [voluntarily], communicating [voluntarily] and researching [voluntarily] </li></ul><ul><li>:: System of measuring whether employees work or not is still very 1950s </li></ul><ul><li>- Butt in chair? 37 cold calls </li></ul><ul><li>made? 58 emails sent? </li></ul><ul><li>Pack it in, gents… </li></ul><ul><li>it’s been a good day. </li></ul>
  15. 16. Now that you’ve made the boss mad… :: Case studies go a long way - Dell, Ford, Zappos…yadda, yadda, yadda - Blendtec, Pink Cake Box, Optometrist…very cool :: Strategy Alignment - Branding - Sales leads [social media CAN convert!] - Organic SEO [blogs] - Customer service - Product marketing - and on and on and on and on and on and on…
  16. 17. Your basic pros/cons list :: Pros - Ability to reach alternate audiences - Build brand loyalty - Improve your products and services - Better understanding of your target audience - Very cost efficient [not always entirely true] - Generate positive exposure +
  17. 18. Your basic pros/cons list :: Cons - VERY TIME CONSUMING—most overlooked - Presence must be exciting, interesting, yet relevant - Relinquish control [who honestly thinks they have it?] - Risk brand liquidation - ROI is delayed, unclear, non-measurable [hardest con to overcome] - Common myths – Paul Gillin • “ People will go negative”, “ROI is undefined”, “It’s a fad” -
  18. 19. Armed with knowledge and your boss’s blessing—if you haven’t already… :: Figure out what you want to be when you grow up. - Sales conversions? TOM awareness? Brand loyalty? SEO? :: Identify your audience. - Who will honestly care if you start Tweeting? :: Know your capabilities. - If it’s just you and Bob the Intern, be realistic. - To thine own self be true – just like front line employees, make sure social media reps are well- versed in the organization’s brand. STRATEGIZE
  19. 20. Armed with knowledge and your boss’s blessing—if you haven’t already… :: As Curly from City Slickers would say, “It’s all about one thing…and that’s for you to figure out.” What’s your one thing? What separates you? :: Success—what is it to you? New web visitors? Increased brand recognition? Increased sales? :: Don’t dive into the 4 ft pool—people will know you made a poor decision. STRATEGIZE
  20. 21. And then…GROW BIGGER EARS! :: Find out where people are talking about: - Your organization - You personally [if you’re closely tied to your org] - Your industry - Your markets - Your product - Your product’s shortcomings [yes, they exist and yes, you probably know what they might be] - Your mother [in case you’re curious] :: search.twitter.com, blogsearch.google.com, google alerts
  21. 22. And then…GROW BIGGER EARS! :: Respond to conversations already in place [tweeting, commenting on status updates, adding a pithy comment to a blog article] :: Become a regular :: Bring wine to the picnic :: Many tools—paid and free—to help you monitor your online reputation [Radian6, Buzzlogic, Trackur, Brands Eye] [Google Alerts, Technorati, Twitter/Tweetdeck, Trendrr, BoardTracker]
  22. 23. Now grow your empire :: Stabilize your presence on 2-3 social medias; integrate; get comfortable; venture outward; establish yourself as an expert :: Home>Outposts>Frontier [Kyle Lacy] :: Keep your focus on relevant communities, medias :: ENLIST! Co-workers*, clients, family, friends, people you meet at conferences… :: Be yourself and trust in the living, breathing entity that is social media…it isn’t going anywhere. :: Pocket the pitch; engage with earnest interest and goal of self-betterment; brand loyalty will develop and sales will come.
  23. 24. Moving forward in a connected world :: Web 3.0 – Semantic web [not about who has the MOST information, who has the BEST information] :: Consumers will seek immediate fulfillment of needs :: Integrate social media with already standing marketing and PR strategies - Marketing at the point of need 3 . 0 NO!
  24. 25. Moving forward in a connected world :: Mass communication  Mass customization Questions? Comments? [email_address] @LkeGibbs

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