Vistage Social Media Presentation


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Learn how Social Media can fit into your business strategy

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  • Lisa
  • Lisa
  • Sources: 1. comScore Releases 2007 “US Search Internet Year in Review,”, Jan 2007 2. Leichtman Research Group, June 2007 3. PEW, Data Memo “ Search Engine Use” August 6, 2008
  • Definition: social network- an association of people drawn together by family, work or hobby. A social networking site (SNS), which is most of what we’re talking about (MySpace, Facebook, miGente) is: A Web site that provides a virtual community for people interested in a particular subject or just to "hang out" together . Members create their own online "profile" with biographical data, pictures, likes, dislikes and any other information they choose to post. They communicate with each other by voice, chat, instant message, videoconference and blogs, and the service typically provides a way for members to contact friends of other members. One can find dating sites, friendship sites, sites with a business purpose and hybrids that offer a combination of these. Globally, hundreds of millions of people have joined one or more social networking sites. YouTube is a web site with social networking features ( it has personal profile page or “channel page” and enables friending) These are three reasons why advertisers should care about these sites …
  • Lisa
  • Vistage Social Media Presentation

    1. 1. Social Media: People are Talking How can we use it to improve our businesses? September 15, 2009
    2. 2. Agenda <ul><li>Social Media and Business </li></ul><ul><li>What is Social Media? </li></ul><ul><li>Who’s Using It and For What </li></ul><ul><li>How to Get Started </li></ul><ul><li>Measuring Success </li></ul><ul><li>Questions? </li></ul>
    3. 3. Who, What & Where What is Social Media?
    4. 4. What is Social Media? <ul><li>Social media is information content created by people using highly accessible and scalable publishing technologies, such as </li></ul><ul><ul><li>Traditional blogs (I CAN’T BELIEVE I’M USING TRADITIONAL ASSOCIATED WITH THE WORD BLOG) </li></ul></ul><ul><ul><li>Micro blogs (Twitter) </li></ul></ul><ul><ul><li>Multimedia social networking sites such as LinkedIn, Facebook and MySpace </li></ul></ul><ul><ul><li>Photo or video sharing sites like YouTube or Flickr. </li></ul></ul>
    5. 5. What is Social Media? <ul><ul><li>Social media is a shift in how people discover, read and share news, information and content. </li></ul></ul>
    6. 6. What is Social Media? <ul><li>Transforms traditional communication from a monologue (one to many) into dialog (many to many) </li></ul><ul><ul><li>Represents the democratization of information, transforming people from content readers into publishers. </li></ul></ul>
    7. 7. Okay: What’s the Real Deal? <ul><li>Empowerment of your customers </li></ul><ul><ul><li>THEY ARE TALKING AND THEY TRUST EACH OTHER MORE THAN THEY TRUST YOU! </li></ul></ul><ul><li>Less effective advertising </li></ul><ul><ul><li>MARKETING SPEAK IS SOUNDING PHONY. WE ARE SEEING A FUNDAMENTAL SHIFT IN HOW PEOPLE MAKE DECISIONS TO BUY. </li></ul></ul><ul><li>“Sounding Human” </li></ul><ul><ul><li>IF CONSUMERS DON’T GET AN AUTHENTIC, CONSIDERED RESPONSE, THEY REBEL </li></ul></ul><ul><li>Timing is Important </li></ul><ul><ul><li>AFTER TWITTER EVERYTHING CHANGED </li></ul></ul>
    8. 8. THIS IS A BIG DEAL!!!!
    9. 9. Social Media is Changing Everything <ul><li>Hot </li></ul><ul><li>Being Helpful </li></ul><ul><li>Useful </li></ul><ul><li>How can I help you, Mr. Yamamoto? </li></ul><ul><li>How can I help you, Mr. Yamamoto? </li></ul><ul><li>Relevance </li></ul><ul><li>Not </li></ul><ul><li>The Big Idea </li></ul><ul><li>Push </li></ul><ul><li>Demographics </li></ul><ul><li>Research </li></ul><ul><li>Noise </li></ul>
    10. 10.
    11. 13. Why Should I Care Who’s Using It and For What?
    12. 14. Potential Members are Online <ul><li>1.3B internet users worldwide </li></ul><ul><li>Nearly 75% of US Households subscribe to an internet service </li></ul><ul><li>92% of households with annual incomes over $70K are internet subscribers 2 </li></ul><ul><li>55% of all US Households have high-speed Internet Access 3 </li></ul>
    13. 15. About Social Networks Source: eMarketer, “Social Network Marketing Ad Spending and Useage”, December 2007; BusinessWeek “Generation MySpace is Getting Fed Up”, February 7, 2008 1 <ul><li>Social Networks are Not Just a Teen Fad </li></ul><ul><ul><li>37% of US adult Internet users and 70% of teens use Social Networks </li></ul></ul><ul><ul><li>Nearly 50% of all page views on the web are on social networking sites </li></ul></ul>2 <ul><li>Advertisers are There Already </li></ul><ul><ul><ul><ul><li>Online spending on Social Network advertising will grow 75% in 2008 to $2.2 billion </li></ul></ul></ul></ul>3 <ul><li>Demographics are moving toward society as a whole </li></ul><ul><ul><li>Largest growing demographic of Facebook is 40+ women </li></ul></ul><ul><ul><li>YouTube demographics mirror US as a whole </li></ul></ul>
    14. 17. Twitter <ul><li>Micro-blogging </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Immediate feedback on a subject </li></ul></ul><ul><ul><li>Establishing expertise and following experts in your field </li></ul></ul><ul><ul><li>PR – I’ve connected with journalists in a way I’ve never been able to before. </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Professional but more casual </li></ul></ul><ul><ul><li>Don’t recommend posting what you had for breakfast. Post useful information, such as a good article you’ve just read. </li></ul></ul><ul><ul><li>Some spammers (but you don’t have to follow them) </li></ul></ul>
    15. 18. Twitter <ul><li>Who’s There </li></ul><ul><ul><li>Journalists/News Media </li></ul></ul><ul><ul><li>Business Leaders – I see most vertical represented </li></ul></ul><ul><ul><li>Politicians & Entertainers </li></ul></ul><ul><ul><li>Interest Groups </li></ul></ul><ul><ul><li>Almost Everybody (Mainstream) </li></ul></ul>
    16. 19. Twitter Tools <ul><li> = running commentary/art project </li></ul><ul><li> = Crowd sourcing of URLs being talked about on Twitter </li></ul><ul><li> = recommendations on who is Tweeting things you might be interested in </li></ul><ul><li> </li></ul><ul><li> = Twitter organization software </li></ul><ul><li>iTwitter = iPhone application that will allow you to Tweet from your phone = good for publishing info from a meeting or conference </li></ul>
    17. 20.
    18. 23. Facebook <ul><li>Social Networking Site ( Started as College Alumni Membership Site) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Socializing with family and friends </li></ul></ul><ul><ul><li>More recently has been used for business </li></ul></ul><ul><ul><li>Advertising and targeting information to specific users </li></ul></ul><ul><ul><li>Create company pages </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Very casual </li></ul></ul><ul><ul><li>Struggle going on between Friends and Family use and Business use </li></ul></ul><ul><ul><li>Full control of content you see, people you connect with </li></ul></ul><ul><ul><li>Has taken some heat for not allowing people to delete profiles </li></ul></ul>
    19. 24. Facebook <ul><li>Who’s There </li></ul><ul><ul><li>Your neighbors </li></ul></ul><ul><ul><ul><li>(#1 Social Networking site based on monthly unique site visitors) </li></ul></ul></ul>
    20. 26. Facebook Apps
    21. 29. Flickr <ul><li>Photo Sharing and Geo-targeting </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Storing images you want to publish on other web properties such as (your website, social media sites, Google maps, etc) </li></ul></ul><ul><ul><ul><li>Categorizing images and organizing them around meta data </li></ul></ul></ul><ul><ul><li>Sourcing images to use in your materials </li></ul></ul><ul><ul><li>PR – Publish images for media </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Professional </li></ul></ul><ul><ul><li>Photo focused, not editorial </li></ul></ul>
    22. 30. Flickr <ul><li>Who’s There </li></ul><ul><ul><li>Less about groups, more individuals </li></ul></ul><ul><ul><li>Professional photographers </li></ul></ul><ul><ul><li>Almost Everybody (Mainstream) </li></ul></ul><ul><ul><li>Host images on Flickr but show them on your own site </li></ul></ul><ul><ul><ul><li>See example ( </li></ul></ul></ul>
    23. 33. MySpace <ul><li>Social Networking Site ( Started as College Alumni Membership Site) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Socializing with family and friends </li></ul></ul><ul><ul><li>Keeping up with music or popular entertainment </li></ul></ul><ul><ul><li>Advertising and targeting information to specific users </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Very casual, not professional </li></ul></ul><ul><ul><li>Users can customize their own page, so there’s lots of ugliness out there </li></ul></ul><ul><ul><li>Full control of content you see, people you connect with </li></ul></ul>
    24. 34. MySpace <ul><li>Who’s There </li></ul><ul><ul><li>All about socializing </li></ul></ul><ul><ul><li>Much about music and popular culture </li></ul></ul><ul><ul><li>June 2006, MySpace was the most popular social networking site in the United States. </li></ul></ul><ul><ul><li>According to comScore, MySpace was overtaken internationally by main competitor Facebook in April 2008, based on monthly unique visitors. </li></ul></ul>
    25. 36. MySpace Apps <ul><li>MySpace Mobile </li></ul><ul><li>MySpace News </li></ul><ul><li>MySpace Classifieds </li></ul><ul><li>MySpace Karaoke </li></ul><ul><li>MySpace Polls </li></ul><ul><li>MySpace Forums </li></ul>
    26. 38. Ning <ul><li>Social Networking Site ( White Label Site – Start Your Own) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Create your own social network </li></ul></ul><ul><ul><li>Interest area networking </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>You create the tone </li></ul></ul><ul><ul><li>Administrators can customize their own page but there are design controls (more like LinkedIn) </li></ul></ul><ul><ul><li>Full control of content you see, people you connect with </li></ul></ul>
    27. 39. Ning <ul><li>Who’s There </li></ul><ul><ul><li>The people you invite </li></ul></ul>
    28. 42. YouTube <ul><li>Video Sharing and Rating Site ( now owned by Google) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Publishing video off your site where people can find it </li></ul></ul><ul><ul><li>Can set up a “channel” of content </li></ul></ul><ul><ul><li>Organizing and publishing video content that can be imbedded in your site with a YouTube player </li></ul></ul><ul><ul><li>Advertising and targeting information to specific users </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Casual to professional, depending on the content you are looking for </li></ul></ul><ul><ul><li>User can rate content – shown by popularity </li></ul></ul><ul><ul><li>Levels of publishing (advertiser, affiliate, member) </li></ul></ul>
    29. 43. YouTube <ul><li>Who’s on There </li></ul><ul><ul><li>Everyone (mirror demographic of the current U.S. Population) </li></ul></ul>
    30. 44. YouTube Channels <ul><li>User Channel (Sign up for a user channel today) </li></ul><ul><li>Affiliate Channel </li></ul><ul><li>Advertiser Channel </li></ul>
    31. 48. LinkedIn <ul><li>Professional Networking Site </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Staying connected with former clients, colleagues, work connections </li></ul></ul><ul><ul><li>Keeping up to date on where people are working </li></ul></ul><ul><ul><li>Prospecting, hiring and promoting an expertise </li></ul></ul><ul><ul><li>Developing a company profile </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Very professional, focused on work </li></ul></ul><ul><ul><li>Had minimal connectivity tools until the last few years. </li></ul></ul><ul><ul><li>Full control of content you see, people you connect with </li></ul></ul><ul><ul><li>Creates company pages based on individual listings from employees </li></ul></ul>
    32. 49. LinkedIn <ul><li>Who’s One There </li></ul><ul><ul><li>Professionals </li></ul></ul><ul><ul><li>Companies </li></ul></ul><ul><ul><li>Professional Organizations </li></ul></ul><ul><ul><li>Recruiters </li></ul></ul>
    33. 50. LinkedIn Apps <ul><li>Create your reading list </li></ul><ul><li>Post questions to your connections </li></ul><ul><li>Join professional groups or establish one </li></ul><ul><li>Publish presentations </li></ul><ul><li>Use Tripit tool to let people know where you are </li></ul>
    34. 51. Start with LinkedIn, Flickr & YouTube How to Get Started
    35. 52. STEP 1 <ul><li>Listen… Listen … Listen </li></ul><ul><li>Tools (Google Alerts, Radian 6, SM2, Search, Twitter) </li></ul><ul><li>Set up your own profiles to learn </li></ul>
    36. 53. STEP: 2 <ul><li>Make a Plan </li></ul><ul><ul><li>Define your audience </li></ul></ul><ul><ul><li>Find out where they are </li></ul></ul><ul><ul><li>Determine why you want to ENGAGE with them </li></ul></ul><ul><ul><li>Determine what you want to LEARN from them </li></ul></ul><ul><ul><li>Remember this is not MARKETING in the traditional sense. </li></ul></ul>
    37. 54. STEP 3 <ul><li>Create your community </li></ul>
    38. 55. STEP 4 <ul><li>Manage your community (it’s 24x7) </li></ul>
    39. 56. If Not for Your Company….Maybe for YOU! <ul><li>If you are a professional, this will help make you easier to find online </li></ul><ul><li>If you have a website that promotes your business, social media publishing will help your website visibility </li></ul><ul><ul><li>Do a search on your name – are you happy with what you see? </li></ul></ul><ul><ul><li>Social media publishing can help with your overall positioning in the marketplace </li></ul></ul>
    40. 57. How to Get Started <ul><li>LinkedIn </li></ul><ul><ul><li>Pull out a resume to build your profile </li></ul></ul><ul><ul><li>Get a friend or two to right a recommendation for you </li></ul></ul><ul><ul><li>Use industry keywords to help get you visibility </li></ul></ul><ul><ul><li>Search to see you any industry organization you already belong to has a presence and join </li></ul></ul><ul><ul><li>Join a new group </li></ul></ul><ul><ul><li>Contribute questions and answers now and then </li></ul></ul><ul><ul><li>Add your company </li></ul></ul>
    41. 58. YouTube or Flickr <ul><li>If you have photos or video that you can publish add them to Flickr and YouTube </li></ul><ul><li>Easy to open account </li></ul><ul><li>Make sure to tag your images with tags (one word identifiers of what images/videos are or are about) </li></ul>
    42. 59. Social Media – Is it the right strategy Case Studies
    43. 60. Earth Kind Product <ul><li>Perfect for Social Media </li></ul><ul><li>Need: Building General Awareness, Acquisition and Sales </li></ul><ul><li>Opportunity : Green is in and safety and health are hot topics. There are lots of bloggers about both green products and new products on the market. Green is a prevalent theme throughout social media platforms. </li></ul><ul><li>Pitfalls : Not sticking with it. Not having a strong enough brand presence to attract attention. </li></ul>
    44. 61. Recommendation <ul><li>Consider developing a pest repellent blog or finding one to post to as a regular commentator – become the expert! </li></ul><ul><li>Flickr account to show product images </li></ul><ul><li>Facebook – connect it to your twitter account, fan other earth-friendly pages, look at what JC Penny is doing to gain fans (offers, contests, rewards) </li></ul><ul><li>Twitter – follow every “green” poster you can and send out links to your blog or Facebook pages </li></ul>
    45. 69. Great Clips Franchises <ul><li>Finding Your Specific Audience </li></ul><ul><li>Need: Building Awareness with influencers and promote qualified inquiry </li></ul><ul><li>Opportunity : Lots of franchising blogs out there. Influencing the influencers. Also, look at ways to support your current franchises through internal tools like Yahoo Ask/Headmix. Build staff credibility on LinkedIn </li></ul><ul><li>Pitfalls : Twitter and Facebook may not the best use of time other than driving traffic to supportive blog posts. </li></ul>
    46. 70. Recommendation <ul><li>Connect with and post with important franchise bloggers - post as a regular commentator – become the expert! </li></ul><ul><li>Facebook – find ways to reward Great Clips fans/staff already out there </li></ul><ul><li>Twitter – follow every “franchise/business/job opportunity” poster and send out links to supportive blog posts and your site. </li></ul><ul><li>Consider starting an internal social network to share franchise best practices across owners (Ning/Headmix) </li></ul>
    47. 81. Social Media Analytics Measuring Success
    48. 82. Best Practices and ROI <ul><li>There are beginning to be case studies of success in social media but the ROI models are not there yet. </li></ul><ul><li>Case Study List Available - </li></ul>
    49. 86. If Nothing Else….Remember This <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> try { var pageTracker = _gat._getTracker(&quot;UA-7323138-1&quot;); pageTracker._trackPageview(); } catch(err) {}</script>
    50. 91. There Are Lots of Vendors Out There
    51. 92. Thank You for Participating
    52. 93. Thank You! <ul><li>Lisa Helminiak </li></ul><ul><li>Principal | Strategist </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>View a copy of this presentation at </li></ul>