Get Social


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Sam provides a crash course on social media

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Get Social

  1. 1. get social Sam Levin 9.16.2009 Wednesday, September 16, 2009 1
  2. 2. social media is not... Global dominance Quick riches Cure/panacea to ailments Derail competition Wednesday, September 16, 2009 2
  3. 3. yet, social media is about... engaging with audience building conversations creating a voice tapping into the next generation of mobile consumers Wednesday, September 16, 2009 3
  4. 4. ready for (social) upgrade... Wednesday, September 16, 2009 4
  5. 5. awareness >buzz>leads: sales! (ie: Retail Store iPhone launch) Wednesday, September 16, 2009 5
  6. 6. placed within syndicated shows Wednesday, September 16, 2009 6
  7. 7. brands>conversation<interaction online radio, social media, iPhone affinity sites ppMinute Wednesday, September 16, 2009 7
  8. 8. placed/tagged onto photo sites Wednesday, September 16, 2009 8
  9. 9. brand positioning/voice iPhoneDeveloperCamp2 Teens In Tech Conference iPhoneLive Wednesday, September 16, 2009 9
  10. 10. social media and shopping Retailers join consumers in the online conversation Consumers' use of social media is altering the way stay relevant, decisions. To To they make purchase retailers must staydetermine how determine how relevant, retailers must to incorporate social media, such as social networks and to incorporate social media, such as social networks andinto into their marketing blogs, blogs, their marketing strategies. strategies. Wednesday, September 16, 2009 10
  11. 11. social network user demographic Social Network User Demographics Adults constitute the bulk of social networkers, but use still skews young. The share of adult Internet users The share of adult Internet users who have a profile on an online social network site has more than quadrupled since 2005, from 8% to on an online who have a profile 35%, according to a November–December 2008 Pew Internet & social network site has more than American Life Project survey.  quadrupled since 2005, from 8% Pew said adults still make up the bulk of social to 35%... networking site users. But younger online adults were much more likely than their older counterparts to use social networks, with three-quarters of those ages 18 to 24 using the sites, compared with just 7% of Internet users ages 65 and older. Wednesday, September 16, 2009 11
  12. 12. “ What we would like to do is dial back on our paid media in favor of social channels. ” “That's a devastating statement for traditional advertising, but it also shows how powerful a marketer who is deeply immersed in social media is finding it to be...” Chris Curtin vice president of digital strategy for Hewlett-Packard Wednesday, September 16, 2009 12
  13. 13. “...Blogs had the highest rate of engagement, with 54% of the US Internet user base consuming this content. Social network users made up 41.2% of the US Internet population in 2008, while user-generated video viewers represented 36% of users. Wiki content was consumed by approximately 34% of US Internet users...” eMarketer, Jan 2009 Wednesday, September 16, 2009 13
  14. 14. Twitter; What’s the deal? how it works Wednesday, September 16, 2009 14
  15. 15. social media = the multiplier effect connecting with key influencers Wednesday, September 16, 2009 15
  16. 16. tweetreach = real world tracking TweetReach: Results for western digital tweetup 6/9/09 12:07 PM western digital tweetup Go » Use something distinctive you've tweeted like a phrase, url, or hashtag. Help... Your Twitter profile goes here! Boost your Twitter popularity by promoting your profile on dozens of Twitter applications. Click here to become a Featured User. Become a sponsor at Tweet These Results TweetReach for western digital tweetup Reached 21,812 people via 36 tweets Searching a maximum of 50 tweets Tweet Types Exposure: 72,777 Impressions Each pie slice shows how many people saw how many tweets Impressions Contributed by kyeung808: Pics from last night's tweetup at Rickshaw Bagworks w/Western 22 Twitterers Digital #wdtv @wdtweetup danielbru 25,974 4 days ago lauralovesart 19,326 kyeung808 7,348 Jennicricket: headed to 22nd st for western digital tweetup, hope there's food. krystyl 5,874 5 days ago clairesays 3,368 adamjackson 2,977 sukhjit 1,996 on3nightstan: At the Western Digital Tweetup at Rickshaw Bagworks. Free pizza? Yes plz. yoadrienne 1,345 5 days ago samlevin 919 letsgoduke 695 jteiser: @ Rickshaw Bagworks @ a Western Digital tweetup organized by MarieADomingo 686 @samlevin. on3nightstan 489 5 days ago YorkandChapel 477 Jennicricket 469 lauralovesart: we have lift-off! on my way to Western Digital WD TV HD Media travismurdock 241 Player Tweetup at Rickshaw Bagworks! see you there???? teddysf 201 5 days ago jasonmancebo 159 Wednesday, September 16, 2009 secretsushi 106 16
  17. 17. 40 of the Best Twitter Brands and the People Behind Them Mashable, Feb 2009 sampling: Ford Comcast Chevrolet Zappos GM DELL Chicago Bulls Luxor Hotel Jet Blue Marriott Hertz Carnival Cruises Southwest Airlines Wednesday, September 16, 2009 17
  18. 18. the best chief executives are nothing if not efficient and what’s more efficient than 140 character memos? BusinessWEEK, Jan 2009 corp/followers DIGG 100k TechCrunch 30k Robert Scoble 95k 1938 media 7k Guy Kawasaki 170k GeekBrief TV 50k Wine Library 35k Zappos 1.2M Daniel Brusilovsky 5k Wednesday, September 16, 2009 18
  19. 19. Wednesday, September 16, 2009 19
  20. 20. “these days not having an iPhone App is like not having a URL” Wednesday, September 16, 2009 20
  21. 21. 30 million iPhones 1B downloads 70,000 Apps Wednesday, September 16, 2009 21
  22. 22. • leverage iPhone community/co branding opportunities • use iPhone as a viral weapon Wednesday, September 16, 2009 22
  23. 23. 7 ways to go viral 7 ways to go viral 1. Communication Messaging 4. Platforms Consider Ebay: perhaps the best example of a strong franchise where use of a platform drives further adoption in a virtuous cycle. Get your users to do something that involves others in a way that engages them to use the platform. Then get them involved in building the community. within communities and networks has driven virality 5. UGC for companies like Skype, Facebook, MySpace, and even Fax machines. Since you can’t communicate User generated content can result in high with others who have the tool until you get it, levels of traffic and drives results in organic search. communication works to drive virality where the YouTube, Wikipedia and Yelp are probably the best medium requires some sort of membership. examples of this. 2. Invitations Make it easy for users to invite all their friends. Give the membership reasons 6. Emotional Connections Countless Facebook and OpenSocial applications to send messages to friends for something other than have taken advantage of surveys, comparisons and invitations to join. Possibly even make it hard for them other fun games designed to drive virality. Big growth not to. Email, IM, VM and community apps. can be realized from getting users to input some data and gave them information about themselves (whether 3. Widgets it be an IQ test, which sort of Superhero you are, or Reid Hoffman refers to this contact info on old friends). as “invading a community”. Rockyou, Slide, Photobucket and a host of others have done a great job here. Increased penetration in an existing community makes it more likely that a new user will 7. Paid There have been several businesses that successfully grew by paying both new and inviting see one of your widgets and want to get something similar. Increasing returns to scale means that the big users. The economics can make this more difficult for get bigger faster. The challenge here is in effectively media models than commerce models. However, it can seeding distribution of widgets amongst opinion drive a lot of new adoption and did for AllAdvantage leaders and early adopters etc. and Paypal. Connecting Ideas with Audiences SECRETS TO EFFECTIVE INTERNET MARKETING 02.26.09 page 6 Wednesday, September 16, 2009 23
  24. 24. who/what to read • Web Strategy, Jeremiah Owyang: http://www.web- • Smartbrief on Social Media: socialmedia/category/social-media-101 • eMarketer: • She’s Connected: • Social Media Insider: • Alltop, Guy Kawasaki: Wednesday, September 16, 2009 24
  25. 25. news and events News and Events 1. Pre-seed credibility with coverage by leading tech press. 2. Create pre-launch buzz. 3. Get reviews by early adopters and key influencers. 4. Blogger sites, both grass roots consumer and broadly relevant industry opinion makers. 5. Create links from stories and discussion groups from media to build on search results. 6. Build worldwide audience numbers through influencers. 7. Find a voice with consumer-oriented mainstream media. 8. Founder interviews build credibility and funding options. Connecting Ideas with Audiences SECRETS TO EFFECTIVE INTERNET MARKETING 02.26.09 page 7 Wednesday, September 16, 2009 25
  26. 26. social media: strategy and process Setting up the Process and Plan 6-12 month Plan Increase visibility across social networks to drive awareness, traffic to web site, partner sites, lift demand >Pick Key Products from your products/services >Identify/Understand Messages/Audience >Create Tactical Plan to Achieve Results >Measure Effectiveness, Refine and Evolve Wednesday, September 16, 2009 26
  27. 27. ideas • Social Media Focused: Twitter, Facebook, YouTube, Ning, flickr, etc • tap into iPhone community • Coordinate w/MarCom (PR/Events/Ads) - eNewsletter, Blog, SMS, Partner (Retailer) Communication • additional in kind sponsorships, Tweetups • attending trade events and marketing with related companies Wednesday, September 16, 2009 27
  28. 28. get social 2009 streams, blogs, interactive engagement = active & passionate consumers Wednesday, September 16, 2009 28
  29. 29. get social ichat/aim/tokbox: samlevin Wednesday, September 16, 2009 29