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Social Networking


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My presentation at the Orlando Marketing Bootcamp. This was the Social Networking section of a 4-week marketing class

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Social Networking

  1. 5. <ul><li>Connecting with others via sharing content </li></ul>
  2. 6. <ul><li>Social Networking is anywhere people are talking online. From a corporate perspective, what you are interested in - is where people are talking about you and are talking about the topics you care about (competitor brands, issues that involve your brand). </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Amazon (customer ratings and reviews) </li></ul></ul><ul><ul><li>Blogs (big place where people talk about things - voicing opinions, posting comments) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
  3. 10. <ul><li>Exposure to your target audience </li></ul><ul><ul><li>Build brand awareness - help improve how people view your brand. </li></ul></ul><ul><ul><li>Your customers are online already talking about you or your competition - voicing opinions, posting comments </li></ul></ul><ul><ul><li>Get insights not available any other way. </li></ul></ul><ul><li>Interact with your target audience </li></ul><ul><ul><li>Deeper engagement with customers. (An easier way than other methods like comment cards, focus groups). With the new online way, you have an opportunity to be responsive. </li></ul></ul><ul><ul><li>Can provide more scalable ways of supporting your customers. </li></ul></ul><ul><li>Share your business personality </li></ul><ul><ul><li>Show a more personal, human side to your business </li></ul></ul>
  4. 12. <ul><li>When you pay attention to what people are saying online, you can make product improvements. </li></ul><ul><li>Example - Dell has a site called idea storm where people send their ideas and people vote on them. It is a useful way for Dell to find out what their customers like - and they get market research for free and from their customers! </li></ul>
  5. 13. United Breaks Guitars <ul><li>Song about United Airlines breaking musician’s guitar, June 2009 </li></ul><ul><li>Within 4 days, United stock plunged by 10% ($180 million) </li></ul><ul><li>Within 10 days, over 3 million views, 14,000 comments </li></ul>
  6. 14. Levels of Involvement <ul><li>Creators who publish  18% </li></ul><ul><li>Critics who comment  25% </li></ul><ul><li>Collectors who organize  12% </li></ul><ul><li>Joiners who participate  25% </li></ul><ul><li>Spectators who consume  48% </li></ul><ul><li>Source: Groundswell by Li & Bernoff, 2008, see </li></ul>
  7. 15. <ul><li>One – To – One </li></ul><ul><ul><li>Focus on connecting and sharing with individuals </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>Share multi-formatted interests </li></ul></ul></ul><ul><ul><ul><li>Form groups, causes, and pages </li></ul></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><ul><li>Still large for college-age and younger </li></ul></ul></ul><ul><ul><ul><li>Thriving art niches, especially music </li></ul></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><ul><li>Professional profile (résumé) </li></ul></ul></ul>
  8. 16. <ul><li>One – To – Many </li></ul><ul><ul><li>One person publishes content, many receive it through connections (RSS, “friend”, “follow”, email, bookmark) </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><ul><li>50% Americans read blogs </li></ul></ul></ul><ul><ul><ul><li>Written about general topics ( </li></ul></ul></ul><ul><ul><ul><li>Fan / hobbyist sites ( </li></ul></ul></ul><ul><ul><ul><li>Corporate blogs - CEO of Sun ( </li></ul></ul></ul><ul><ul><ul><li>All of these are ways about learning about your customer, providing information to your customer and then letting them have conversations about you. </li></ul></ul></ul>
  9. 17. <ul><li>One – To – Many </li></ul><ul><ul><li>Microblogs – values brevity and speed </li></ul></ul><ul><ul><ul><li>Twitter – fast, 140 character max status/share text </li></ul></ul></ul><ul><ul><ul><li>TwitPic – mobile phone photo blog, integrates with Twitter </li></ul></ul></ul><ul><ul><ul><li>Tumblr – media-rich, quick posting blog </li></ul></ul></ul><ul><ul><ul><li>FriendFeed – short, media-rich posts with commenting and importing </li></ul></ul></ul><ul><ul><li>Social Media Publishing – audio, video, photo </li></ul></ul><ul><ul><ul><li>Flickr has over 3 Billion photos </li></ul></ul></ul><ul><ul><ul><li>YouTube has over 6 Billion videos </li></ul></ul></ul><ul><ul><ul><li>iTunes has over 20 Million podcasts </li></ul></ul></ul>
  10. 18. <ul><li>Many – To – Many </li></ul><ul><ul><li>Multi-authored blogs </li></ul></ul><ul><ul><ul><li>Often follows a magazine model – multiple authors covering beats ( </li></ul></ul></ul><ul><ul><li>Discussion Boards, Chat Rooms, Email Groups </li></ul></ul><ul><ul><ul><li>Grouped into forums on topic, moderated ( </li></ul></ul></ul><ul><ul><ul><li>Discussions start with a question/comment from a member and the community replies ( </li></ul></ul></ul><ul><ul><li>Collaboration sites </li></ul></ul><ul><ul><ul><li>Community members create a “living document” or website by making edits live on the site ( </li></ul></ul></ul><ul><ul><li>Niche Communities </li></ul></ul><ul><ul><ul><li>Sites that combine multiple discussion channels ( </li></ul></ul></ul>
  11. 19. <ul><li>Share – And – Save </li></ul><ul><ul><li>These sites specialize in users recommending web pages or products by submitting, voting, reviewing, and/or saving them for later </li></ul></ul><ul><ul><li>Social Voting Sites – Digg & StumbleUpon </li></ul></ul><ul><ul><ul><li>Submit any webpage to the service </li></ul></ul></ul><ul><ul><ul><li>Members vote (“digg” or “stumble”) approved pages </li></ul></ul></ul><ul><ul><ul><li>Most voted sites send high volume traffic </li></ul></ul></ul><ul><ul><li>Social Bookmarking – Delicious </li></ul></ul><ul><ul><ul><li>Bookmark, describe, and tag favorite webpages </li></ul></ul></ul><ul><ul><ul><li>28% of all Americans have tagged or bookmarked content </li></ul></ul></ul><ul><ul><li>Reviews and Ratings </li></ul></ul><ul><ul><ul><li>TripAdvisor, Epinions, Amazon, Yelp - all give opportunities for people to write reviews of brands, products, or locations </li></ul></ul></ul>
  12. 20. Where Social Media Sites Rank in the US <ul><li># 3. Facebook </li></ul><ul><li># 4. YouTube </li></ul><ul><li># 5. MySpace </li></ul><ul><li># 11. Blogger </li></ul><ul><li># 13. Twitter </li></ul><ul><li># 14. Amazon </li></ul><ul><li># 18. Flickr </li></ul><ul><li># 20. WordPress </li></ul><ul><li># 27. LinkedIn </li></ul><ul><li># 41. Digg </li></ul><ul><li># 50. Answers </li></ul><ul><li># 69. Ning </li></ul><ul><li>~ according to Alexa Internet, Inc, June 2009 </li></ul>
  13. 22. <ul><li>What are your goals? </li></ul><ul><li>What are the guidelines? - Help by setting up some real clear guidelines. </li></ul><ul><li>What will you measure? - Based on your goals, you should be able to come up with a set of measurements. </li></ul>
  14. 23. <ul><li>You can do searches or look at third party recommendations. </li></ul><ul><li>Look at Google Groups. </li></ul><ul><li>You can subscribe to RSS Feeds. </li></ul><ul><li>Can hire a firm to research and tell you. </li></ul>
  15. 24. <ul><li>Be authentic and add value - be a part of the community and not there for the advertisement </li></ul><ul><li>Join the conversation and add value (start as a lurker first, watching and learning what goes on). </li></ul><ul><li>Be responsive </li></ul><ul><li>Know you can’t control the community </li></ul><ul><li>Watch for pitfalls. </li></ul><ul><li>If you get involved, recognize that this is a commitment. If you get involved - stay involved. </li></ul>
  16. 25. <ul><li>Start the conversation </li></ul><ul><ul><li>Inform, publish, announce, plan </li></ul></ul><ul><li>Listen and Connect to the conversation </li></ul><ul><ul><li>Fans, competitors, clients </li></ul></ul><ul><li>Be Personable </li></ul><ul><ul><li>Be yourself </li></ul></ul>
  17. 26. <ul><li>For more information about Social Media Strategy and other marketing tactics, feel free to contact: </li></ul><ul><ul><li>Insight Marketing Group at </li></ul></ul><ul><ul><li>Orangejack LLC at </li></ul></ul>