The document discusses the shift from traditional to social media and how brands are losing control of their message. It provides examples of popular social media platforms like Facebook, LinkedIn, Twitter, YouTube and Delicious. It emphasizes developing a digital strategy using these different platforms to engage customers and move them through the purchasing process.

1. Web 2.0 in 2011

3. What is a social network, and how they are different Some examples of social media tools The shift – ie, what now?

4. What is a social network?

5. For an individual, the value is in the community For a brand, the value is in harnessing the community

6. Social media is about a change in behavior A convergence, where online stopped being about ‘websites’ and started being about experiences

7. TRADITIONAL MEDIA SOCIAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer

8. Who has time for all this? 2 nd Law of Social Networking

9. MOBILE ARRIVES: A MIXED BLESSING

10. Smartphone Penetration 31% of mobile users have a smartphone 73.3 million people 69% of US smartphone owners downloaded a mobile app 74% of men 62% of women Those ages 35 to 44 were most likely to have downloaded an app… Followed closely by those ages 18 to 24 Source: eMarketer

11. Holiday 2010: Most Mobile ever 25% used their smartphones to shop for gifts, compare prices, and research product reviews 36% used them in stores Black Friday 2009: shoppers using mobile devices accounted for just 0.1% of visits to retail websites Mobile purchases on the rise Source: Coremetrics

12. eBay Mobile Purchases grew eBay mobile sales grew 134% over last year Record $13M in Gross Mobile Sales on Sunday 12/12, up 38% over cyber Monday

13. New Mobile Apps for Holiday 2010 JCPenney app featured mobile commerce site, iAd games, location based check-in, coupons Walmart app targeted budget-conscious consumers by presenting deals and money-saving tips that are updated daily

14. What Shoppers Want from Retail Apps 42%: Instant Coupons Source: eMarketer

15. What Shoppers Want from Retail Apps: 42%: Money-off Coupons Source: eMarketer

16. BUT WAIT

17. Why this matters People like to share. So we ’re not in control. Of the brand, or the message, or the consumer Here are some of the tactics that are making us lose control.

19. Facebook has over 750 million members 50% of all Canadians have a profile! Source: http://www.facebook.com/press/info.php?statistics

20. Facebook Connects us to people we know.

21. Facebook builds a social graph based on likes and connections.

24. Facebook stats

25. Fan engagement - users on the page

26. Demographics

27. Facebook for market research

29. LinkedIn – business social network. LinkedIn is an interconnected network of professionals from around the world, representing 170 industries and 200 countries. You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals. What are yours?

30. Should you care? Google yourself (or senior staff) Then imagine that after a new business meeting, a potential business partner does the same thing.

33. Your Professional Brand- Profile Page Include a photo of yourself Create a personalized public URL Include link to your company Showcase your activity, your Twitter feed, delicious feed, Facebook page .

34. Share Your Expertise - Answers

35. Answer categories

36. Proving expertise

37. Groups 16 Connect with industry experts and like-minded professionals to gather insight and feedback Follow and share topical news Credibly expand your business network and uncover opportunities

38. Polls 17

39. Applications Apps synch with your profile. Slideshare is one such app. My LinkedIn profile has my Slideshare presentations

40. Company Page

42. LinkedIn/skills

44. 10 Tips for Using LinkedIn Complete your profile to 100% Describe specific work experiences Choose your public URL and share it Connect to people Give and get recommendations from trusted colleagues – or presenters you like Find answers or ask questions Participate in relevant groups Tell LinkedIn Today your interests Follow your customer’s page to get updates Visit www.learn.linkedin.com for more tools

46. “ We came across the word "twitter," and it was just perfect. The definition was "a short burst of inconsequential information," and "chirps from birds." And that ’ s exactly what the product was. ” —Jack Dorsey

47. Listen

50. Creating a bio Twitter asks for a 160 character bio. A one-floor elevator speech for you and your skills. Yours bio should be: Focused Exceptional Genuine

52. Delicious Social bookmarking is the solution to never having to e-mail a link home. It ’s also a way to prove smarts.

54. Now consider how your individual smarts can work for a brand. Every single one of your bookmarks can appear on your website under the heading “What we are reading”. Delicious

55. How it i s done Read a relevant article in the NY Times. Save the article to Delicious bookmarks. Give it a unique tag. The website searches Delicious for anything with the unique tag and adds it under “News”. It is a continuously updated what ’s new section of the website

59. There are hundreds of places to post videos online – we’re going to talk about YouTube Think of it as a place to share knowledge

60. Interviews Vlogging (a not very fancy way of saying video blogging) Video on YouTube is device agnostic

65. A secure social network for $400 a year

66. The shift

67. What now? Understand people you want to talk to using social media. Understand that there are more ‘websites’ than just your .com Have a plan for each website in the path to purchase This is digital real-estate that you have some control over, where people can talk back

69. Develop a digital strategy whereby your website works with other digital assets. Create shareable content (or share content). And move people from learner to shopper to buyer.

70. Digital Media Process Discovery Strategic Development Implementation Validation

71. Discovery Review all content from the brand – what assets exists? What can be repurposed? Analyze what the category is doing Devise strategies to engage target market, both existing customers and new customers

72. Strategic Development From listening, gain insight into the target markets. Create a social media strategy. Elements include: Customized Social graph (see next slide)

73. Social Media Search Blogs Social Bookmarking Left blank to be filled in as needed In-store website

74. Implementation Once you have developed a strategy, the plans for the various strategic initiatives can be crafted and refined. The creative approach can be refined – will there be a content calendar? How does it all fit with other marketing tactics?

75. Validation Social media offers almost instantaneous validation We can learn from how people respond to the campaign, and change it as necessary.

76. Re-Discovery Regardless of the idea, ensure you are testing.

77. Contact Matt Hames Social media strategist 716.817.3076 People like to share Twitter.com/mhames