Social Media Intro


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Here\'s a brief overview of ClearVision\'s Social Media Philosophy

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Social Media Intro

  1. 1. Social Media Deliver Value Connect with Customers ClearVision Consulting
  2. 2. What is Social Media? A set of web-based tools Social Networks – Facebook, MySpace, LinkedIn Blogs Microblogs – Twitter Podcasts Wikis Social Bookmarking Image/Video Sharing – YouTube, Flickr RSS Feeds – Real Simple Syndication Virtual Worlds – Second Life Mobile – Apps, Texting, Browsing Collectively referred to as Web 2.0 ClearVision Consulting
  3. 3. What is Social Media? A change in the way we communicate with stakeholders and a change in the way they communicate with each other Web 1.0 was an online brochure Web 2.0 facilitates communication and collaboration Allows stakeholders to move seamlessly between audience and author Allows stakeholders to consume information in the format they choose – text, video, audio and more ClearVision Consulting
  4. 4. What is Social Media? The realization that our organization’s reputation rests in the hands of our stakeholders Customers and potential customers expect “whitewashed” communication from organizations Social media tools allow customers to share the “unvarnished truth” about our organization Social media tools enable customer-to-customer communication Necessitates our participation in framing the discussion ClearVision Consulting
  5. 5. What is Social Media? The various electronic tools, technologies and applications that facilitate interactive communication and content exchange, allowing the user to move back and forth easily between the roles of audience and author. These tools are underscored by a significant cultural shift towards more open, transparent and collaborative user experiences – ClearVision Consulting
  6. 6. The Growth of Social Media Facebook has surpassed Google as the top source for driving traffic to information portals – Compete Inc Facebook added 200 million users between April 2009 and February 2010 (users now total > 400 million) - Facebook The average user spends 55 minutes on Facebook daily – Facebook More than 20 million users become fans of Facebook Fan Pages daily. Facebook Fan Pages have, in aggregate, 5.3 billion fans - Facebook The fastest growing demographic in Facebook membership is those 35 years and older - Facebook 20% of Tweets (Twitter) mention brands or products – Penn State College of Information Systems and Technology Twitter has a yearly growth rate of 1,382%, from February 2008 to February 2009 – LinkedIn site traffic has grown 319% since 2007 – New Media Lab 45% increase in video ads in 2009 – emarketer ClearVision Consulting
  7. 7. The Growth of Social Media grew 68% in 2008 – New Media Lab 37% of bloggers have been quoted in traditional media – New Media Lab 74% of bloggers are college graduates – New Media Lab American bloggers spend 3.5 times more time on the web than watching TV – New Media Lab Just over one quarter of the Inc. 500 reported social media was very important to their business/marketing strategy in 2007. That number has increased to 44% just one year later. – The University of Massachusetts Dartmouth Center for Marketing Research The Society for New Communications Research recently published their report titled, “New Media, New Influencers & Implications for Public Relations” that provides several case studies illustrating how social media has benefited organizations like the American Red Cross, the Mayo Clinic and Quicken Loans. Among their findings, “Social media is rapidly becoming a core channel for disseminating information. Fifty- seven percent of this group of early social media adopters reported that social media tools are becoming more valuable to their activities, while 27% reported that social media is a core element of their communications strategy.” ClearVision Consulting
  8. 8. Why Social Media Works Stakeholders need a voice The Widespread Marginalization of Customers IVRs Outsourced Call Centers Social media communication is truly democratic The social media platform brings its own balance Contributors set their own level of engagement Contributors use the medium they prefer ClearVision Consulting
  9. 9. Why Social Media Works Social media is all about relationships People would rather do business with friends Social media presents a 360-degree view of people and companies Social media “front loads” the relationship building process Social media helps you identify common values Social media enables people and companies to “deliver value first” Social media enables organizations to communicate with stakeholders in the “stakeholder’s language” ClearVision Consulting
  10. 10. Why Social Media Works Social media enables organizations to build relationships one at a time in front of thousands of people Social media allows customer-to-customer communication witnessed by the organization ClearVision Consulting
  11. 11. What Social Media Won’t Do Compensate for a lousy product or service Reward you for showing up Allow you to abandon all other marketing and sales activities ClearVision Consulting
  12. 12. What Makes Our Approach Unique We believe in an “All of the Above” approach How should stakeholders be able to contact your organization? – Any way they want Let’s say it works, what is your ROI on this? No outsourcing Outsourcing your social media work is like outsourcing dating Relationships aren’t built through third parties Social media is a holistic, company-wide activity, not a marketing activity ClearVision Consulting
  13. 13. What Makes Our Approach Unique Deliberate and measured We combine a targeted message with an organic communication style Your organization will be discussed in social media. It’s in your best interest to frame the discussion Careful medium selection Inside the firewall Some of the most valuable uses for Web 2.0 tools are inside the organization End-to-end knowledge management Educate on managing social media in the enterprise ClearVision Consulting
  14. 14. What Makes Our Approach Unique No cycle of dependence We are educators in social media We want to be an ongoing conduit for social media ideas and expertise, but want you to manage your own social media destiny Each organization has its own personality – consequently it should have its own social media strategy We have a structured, deliberate approach to help you build your strategy We have a broad range of tools to employ However, we have no canned strategy or template that makes each client look like a carbon copy of the previous one ClearVision Consulting