Calibersocialmedia9 16

Social Media Workshop
How to build your business online.

Northern Pima County Chamber Workshop
9-17-09

WHAT WILL I LEARN TODAY?

WHAT social media is
WHO is using social media
HOW to use social media to
communicate and build relationships

WHY some businesses have been
successful in using social media

Copyright 2009 The Caliber Group

WHAT IS SOCIAL MEDIA?
Web-based media

New communication tools and channels

Where conversations are taking place


IS SOCIAL MEDIA HERE TO STAY?
Two out of three Internet users on the planet visit social networks.

66.8% of Internet users have used social networks. 65.1% have used e-mail.

Social network use is growing twice as fast as other Internet sectors such as
search, PC software and e-mail.

93% of social media users believe a company should use social media.

85% of social media users believe that a company should go further than just
having a presence on social sites and should also interact with its customers.


Traditional media Social media allows for
“pushes” information to “push and pull” of
its audience on a delayed information and instant
schedule. updates.

TRADITIONAL MEDIA APPROACH SOCIAL MEDIA APPROACH


Traditional media Social media
measures the measures
media’s engagement,
effectiveness loyalty, advocacy &
- reach trust
- frequency - sentiments
- impressions - comments
- feedback
- relationships
- mentions


“The people are
taking control”
- Rupert Murdoch


Social Media =
new marketing tools & channels

Approach it with strategies and goals
just as you would any other marketing medium


TYPES OF SOCIAL
MEDIA
DEFINED

SAM BRACE
PR & Social Media Manager

TYPES OF SOCIAL MEDIA

Blogs Micro-blogs Forums

Networks Online Games Wikis

Media Sharing Social Tags Aggregators


TYPES OF SOCIAL MEDIA: BLOGS

Blogs Blogs combine text, links
to outside images and
sources.

Blogs organize information
from the personal perspective.

Blogs can turn users into
journalists and publishers,
generating loyal followers.



Blogs Important Statistics to Remember:
•More than 200,000,000 blogs worldwide and
more than 1 million posts are written every day

•34% of bloggers post opinions about products &
brands

•54% of bloggers post content or tweet daily

•Wordpress 2.8 has been downloaded 4.8+
million times, as of Aug. 24, 2009

•Blogger.com has averaged 29+ million unique
visitors each month in 2009, Wordpress.com has
averaged 24+ million


TYPES OF SOCIAL MEDIA: MICRO-BLOGS

Micro-blogs Microblogs brieﬂy combine text
and outside links.

Microblogs can range from the
simple: “What am I doing?” to
business topics.

Microblogs are on a person-to-
person level, sharing information
between each user.



Micro-blogs Important Statistics to Remember:
• Twitter is most popular micro-blogging
service, with 23.3 million unique visitors in
July 2009

• Twitter grew 1,382% between February 2008
and February 2009. It is expected to have over
100 million users in 2010, 250 million in 2011.

•Around three million tweets are posted on
Twitter every day

• Ashton Kutcher and Ellen Degeneres have
more Twitter followers than the entire
populations of Oklahoma, Iowa and Utah



Micro-blogs Important Statistics to Remember:
• 80% of Twitter usage is on mobile devices.

•54% of Fortune 100 companies have a Twitter
presence.

•For the companies that use only one social
media platform, 76% of them use Twitter as their
preferred choice.

•Nearly 55% of Twitter users use something else
other than Twitter.com to tweet. The most
popular client is Tweetdeck.


TYPES OF SOCIAL MEDIA: FORUMS

Forums Internet forums host threaded
discussions on particular topics.

Internet forums are also known a
message boards.

Internet forums are the modern
equivalent of a bulletin board.



Forums Important Statistics to Remember:
• 11.3k people download phpbb’s software
each month.

• 16.1k people download vBulletin’s software
each month.

• Millions of people use phpbb’s software daily
to communicate with each other.

• Organizations big and small use Internet
forums.

• Pre-teens to older adults use forums.


TYPES OF SOCIAL MEDIA: NETWORKS

Networks Social networks build online
communities who share interest
or want to explore others’
interests.

More than 35% of adult Internet
users have a social network
proﬁle, compared to 8% in
2005.

75% of 18-24 year-olds use social
networks to communicate, compared
to 7% of 65+ adults.



Networks Important Statistics to
Remember about Facebook:
• Facebook added 100 million users in less than 9
months
•If Facebook were a country it would be the
world’s 4th largest between the United States and
Indonesia
• 55-66 females are fastest growing segment over
past 120 days
• More than 1.5 million pieces of content are
shared on Facebook daily, 1 trillion weekly.
•There are more than 168k people in the Tucson
network on Facebook.



Remember about LinkedIn:
•7 million unique visitors in July 2008, 13.1 million
a year later.

•80% of users have college or post-graduate
degrees.

•80% of companies use social networks in their
job assessment, 95% of those use LinkedIn.

•Users with personal incomes between $200K-
$350K are seven times more likely than others to
have over 150 connections



Remember about MySpace:
•MySpace is the second largest social network,
experiencing 60 million+ unique users monthly

•Generation Z (13-to-14-year-old) social network
users were more likely to use MySpace than
Facebook.

•61% of 13- to 17-year-olds have a personal
profile on MySpace

•On average, 300,000 new people sign up to the
site every day


TYPES OF SOCIAL MEDIA: ONLINE GAMES

Online Games Even games and other virtual
entertainment platforms are
social media.

Brings together
conversations, community,
groups, events and
advertising into one setting.



Online Games Important Statistics to
Remember:
• Second Life has more than 15 million
registered users, registering 380 million
hours in second quarter of 2009.
• Online games have younger audiences:
13-17 largest demographic and 18-34
second largest
• 51% of Second Life users are male,
57% of World of Warcraft users are
male
• Less than 50% of online game users
have college or post-graduate
degrees


TYPES OF SOCIAL MEDIA: MEDIA SHARING

Media Sharing Allows you to upload and share
multimedia content such as photos,
videos, music and artwork.

Many media sharing sites are used
by bloggers as content repositories.

A large portion of content is user-
generated.



Media Sharing Important Statistics to
Remember:
•62% of adult internet users have watched video
on video-sharing sites, up from just 33% who
reported this in December 2006

•Media sharing sites have equal male/female
demographics

•YouTube is the second largest search
engine in the world.

•Fastest growing segment: 35-49


TYPES OF SOCIAL MEDIA: WIKIS

Wikis Wikis allow anybody to contribute or
edit content.

Wikipedia, a collaborative
encyclopedia, is one of the
best-known Wikis.

Wiki means “fast” in Hawaiian, but
has been expanded to “What I Know
Is.”



Wikis Important Statistics to Remember:
• If you were paid $1 for every time an article was
posted on Wikipedia you would earn $156.23 per
hour

• Facebook users translated the site from English
to Spanish via a Wiki in less than 4 weeks

• Largest demographic of Wikipedia
users: 18-34 (38%), PBWorks 35-49 (37%)

• More males than females use Wikis, ranging
from 53-55% of Internet population


TYPES OF SOCIAL MEDIA: SOCIAL TAGS

Social Tags Social tags manage compiled
information and can help drive
traffic to your page/content

28% of Online Americans have
used the Internet to tag content

Facebook is the most popular
service to tag/share content on



Social Tags Important Statistics to Remember:
• Digg, Delicious and StumbleUpon’s
users are predominately male

• Digg is the #3 referring source of
audience traffic to the New York Times

• Fastest growing segment: 35-49

• Largest user demographic: 35-49 or
18-34, depending on service


TYPES OF SOCIAL MEDIA: AGGREGATORS

Aggregators Social network aggregators
bring proﬁles into one spot to
follow friends, join bookmarks
and combine messages.

FriendFeed is the most popular
service available, averaging
950k+ unique visitors each
month


TYPES OF SOCIAL MEDIA: AGGREGATORS


How businesses
use these tools.
CASE STUDIES


CASE STUDIES: BLOGS

Best Western Hotels:
Travel Blogging
SITUATION: The hotel chain wanted to
increase sales by providing travel tips
and deals through informative content.


CASE STUDIES: BLOGS


CASE STUDIES: BLOGS

Travel Blogging
SOLUTION: A blog was created where
travel writer Amy Graff shares her
experiences first hand – business and
family trips alike.

Best Western ensured their role in the
blog was transparent and didn’t
influence her opinions.


CASE STUDIES: BLOGS

Travel Blogging
RESULTS: Best Western customers can
ﬁnd out information on travel costs
outside of the hotel room.

Amy provides great content and a
place to start dialogue about travel.

The site has grown 50% since
debuting and Best Western has
another place to market their hotels.

CASE STUDIES: BLOGS

Kenneth Cole:
Social Issue Blogging
SITUATION: The brand has been active in
addressing social and political issues for
more than 25 years.

Company executives wanted a place
where the brand could enhance that
image and bring fashion-conscious
activists into one place.


CASE STUDIES: BLOGS

Kenneth Cole:
SOLUTION: The company created a blog
called AWEARNESS where social views and
information could be explored.

Multiple authors could post, many types
of media could be shared and content
could be found through search engines.


CASE STUDIES: BLOGS

Kenneth Cole:
RESULTS: Since debuting, AWEARNESS
receives 9,000+ unique visitors each
month.

Kenneth Cole and other selected bloggers
speak directly to customers about issues
they mutually care about.

Sundance Channel and PBS recently
signed agreements to highlight
programming on AWEARNESS.

CASE STUDIES: MICRO-BLOGS

Hewlett Packard:
Twitter Scavenger Hunt
SITUATION: BlogHer 2008 was a national
conference for women in the blogging
industry. HP was one of the sponsors.

The company wanted a way to get these
socially-active bloggers excited about
their brand and potentially blog/tweet
about their experiences.



Hewlett Packard:
SOLUTION: The company developed a
scavenger hunt.

Workshop attendees could follow a HP
Twitter account for clues to get prizes
such as laptops, ﬂash drives and printers.



Hewlett Packard:
RESULTS:
Many woman bloggers posted about the
promotion, calling it “innovative” and
“creative.”

The promotion brought increased traffic
to HP’s Web site.

HP was branded as having great products
toward the end of the year – holiday
purchasing season.


Avenue Coffee
Twitter Store Opening
SITUATION
Avenue Coffee was a new coffee shop on a street
with other established stores with dedicated
followers.

The store needed a way to separate itself on
opening day.



Avenue Coffee
SOLUTION
The store owners began following Tucson
Twitter users with large followings and tweeted
about coffee, letting them know about their
expected opening day.

The owners also gave updates on when they installed
their signs, painted their walls and finished their
inspections.



Avenue Coffee
RESULTS
• The store received 220 customers on its first day.158 of
them (72%) heard about the shop through Twitter.
• The owners also offered a free cup of coffee to any of
their Twitter followers. Thirty three of their 676 followers
(5%) came in to try out a drink.
• The response from Twitter users was predominately
positive. Word-of-mouth helped bring more customers
throughout the week.



COOP Ale Works
Beer Induction Tweetup
SITUATION
The Oklahoma City-based craft brewery started in 2008
and 8 months later, had prepared the release of its first
batch of beers.

Both owners looked for a novel way to build buzz and get
bars to carry their ales.



COOP Ale Works
SOLUTION
The company hosted a Tweetup dubbed “The Oklahoma
City Social Rave,” offering tastings prior to the official
release to ensure a “hopping” occasion.

They enlisted fellow entrepreneurs to help promote,
developed a hash tag term (#OKCsocialrave), built
suspense and designated the event as “members only.”



COOP Ale Works
RESULTS
130+ people attended OKCsocialrave and the event
became the 9th most popular trending topic on Twitter
that day.

COOP Ale Works sold 1,034 servings of brews via retail
establishments in the first week of release.

Bars that COOP Ale Works had not solicited ordered their
beer because of tweet-up attendees independently
requesting that the bars do so.



Frito-Lay Tostitos
Facebook Campaign
SITUATION
Tostitos wanted to develop a campaign to build
brand awareness around their Fiesta Bowl
sponsorship with college football fans.


CASE STUDIES: NETWORKS



Frito-Lay Tostitos
Facebook Campaign
SOLUTION
The company developed a campaign where fans
would compete against each other to give the
winner’s school a $100,000 scholarship.

They developed a Facebook application, areas to
post fan photos and then put contestants on a
cross-country challenge.



Frito-Lay Tostitos
Facebook Campaign
RESULTS
• 17,779 people became fans of the Facebook page in
one month.

• 56,531 page views, 39,477 unique visitors.

• 1098 entries with photos for the contest.

• Tostitos hit their target demographic of current
and recent college students.



3M Canada
Introducing Scotch Shoe
SITUATION
3M Canada wanted to rejuvenate its Scotch
Tape brand and developed a product for its
female target market – The Scotch Shoe.

Budget constraints, however, forced the
company to get even more creative in promoting
the new product.



3M Canada
SOLUTION
The company launched a Facebook
campaign because of cost, female-user
percentage and access to interest data.

They spurred awareness through user-
generated content, gift card contests and
engagement advertisements.



3M Canada
RESULTS
The campaign generated more than 2,000
fans, nearly 200 positive wall comments,
more than 1.5 million ad impressions
and 300k clicks.

The Shoe sold out in stores almost
immediately.

CASE STUDIES: ONLINE GAMES

Mexican Tourism Board
Second Life Campaign
SITUATION
The board wanted the Pyramid at Chichén Itzá to become
one of the new 7 Wonders of the World by showcasing its
features and history.



SOLUTION
The board created a replica of the pyramid and
mechanisms for Second Life users to vote for it as a new
wonder.

This included a sweat lodge and audio tours.



RESULTS
• More than 33,000 users visited it on launch day.
• 10,000 average visits per day to the replica following the
launch.
• Received national and international media coverage.
• Became one of the new seven world wonders, ranking
third among the winning seven.


CASE STUDIES: WIKIS

Webmonkey
Archived Content Revival
SITUATION
Webmonkey, a popular online tutorial was purchased by
Condé Nast Publications for their Wired Magazine
franchise.

The owners didn’t want to lose years of content they had
written for amateur Web developers.


CASE STUDIES: WIKIS


CASE STUDIES: WIKIS

Webmonkey
SOLUTION
The publishers developed Webmonkey into a wiki format
where users could update older articles.

New information would replace dated material, keeping all
content fresh and relevant.


CASE STUDIES: WIKIS

Webmonkey
RESULTS:
Traffic increased from 175,904 to 330,406 unique
visitors.
Positive press from older tech bloggers about
reviving older, loved content.
Developers have a place they can go to access up-
to-date programming information.


CASE STUDIES: MEDIA SHARING

Domino’s Pizza
Crisis Communications
SITUATION
Two Domino’s employees posted a video of
themselves on YouTube – criminally tampering with
food.

The general public called Domino’s food safety into
question.



Domino’s Pizza
SOLUTION
Domino’s executives decided to quickly address the
situation through social media – where the video has
originally been posted and spread.



Domino’s Pizza
RESULTS
• Positive articles and posts came out about
Domino’s quick response.

• Viewers surveyed about their interest in Domino’s
was overwhelmingly positive after viewing the
apology video.

• Users felt the CEO’s response was effective or
somewhat effective, with only 9% calling it
“ineffective”


Home Depot
Deﬁning Brand
SITUATION
Home Depot was becoming one of many home
improvement stores in the U.S. market.

Negative articles were damaging their reputation,
causing customers to choose a competitor for their
project materials.



Home Depot
Deﬁning Brand
SOLUTION
The company decided to make homedepot.com a
place for information, but not the only place.

They developed videos that explain how to complete
improvement projects step-by-step, directly
engaging their customer.



Home Depot
Deﬁning Brand
RESULTS
• Customer and media response was positive,
offering candid discussion.

• Home Depot developed a way for associates and
executives to listen to customers in a cost-effective
way.

• Home Depot’s YouTube channel has more than
200,000+ views, some videos have more than
20,000+ views.

CASE STUDIES: SOCIAL TAGS

The Nature Conservancy
Social News Sharing
SITUATION
The organization created a site called Everyday
Environmentalist for people looking for green living
tips and trends.

They wanted more people reading the staff and
contributing blogger content.



Social News Sharing
SOLUTION
Staff members began posting relevant articles from
the site on digg.com.

It took less than ﬁve minutes to post each piece.



Social News Sharing
RESULTS
• 18,000+ visitors to Everyday Environmentalist
within one hour, 300+ per second, 76,000+ per
day.
• Motivated comments – 2,200+ total diggs and
600+ total comments from users.
• Increased organic search engine position.
• Increased links from credible blogs such as
Huffington Post, Mental Floss, Cisco.


How will you start
your conversation?
PLAN YOUR STRATEGY

LINDA WELTER COHEN
Chief Executive Officer

STEPS TO A SOCIAL MEDIA PLAN

• GOALS What are your goals and objectives? (sales,
awareness, loyalty)
• STRATEGY Set your strategy and then choose
your Social Media tools (Twitter, Facebook, blog,
etc..)
• VOICE Find the person(s) in your company
that has a passion for the work and let them be
the “voice” of the company
• LISTEN Enter the conversation, listen &
respond. Be genuinely helpful and authentic.

• METRICS How will you deﬁne success? (# of
followers, mentions, fans, share of voice, web
traffic, etc.)


INTEGRATING SOCIAL MEDIA INTO YOUR BUSINESS

• CREATE: a social media policy for your team that
sets guidelines or principles of communicating
online.
--------------------------------------------
• INTRODUCE: the purpose for social media
---------------------------------
• PLACE: responsibility for what employees write
• BE: authentic
• CONSIDER: your audience
• EXERCISE: good judgment
• UNDERSTAND: the concept of community
• RESPECT: copyrights and fair use
• REMEMBER: to protect conﬁdential information
• BRING: value
• STAY: productive


Social Media Workshop
How to build your business online.

For a copy of this presentation: WWW.CALIBERGROUP.COM

Follow us on Twitter: @CALIBERGROUP

Leave a comment on our blog: CALIBERPULSE.COM

Follow us on Facebook: FACEBOOK.COM/CALIBERGROUP

Contact us about our Social Media Boot Camps: (520) 795-4500

Source data provided by: China Internet Information Center,
Universal McCann, ClickZ Stats, Wordpress, Compete,
Sysomos, Harvard Business, Twitter and 2008 U.S. Census
Bureau Data, Socialnomics, Burson-Marsteller, Sysomos,
Mashable, Facebook, Inside Facebook Blog, LinkedIn,
Jobvite, Anderson Analytics, Cox Communications, Knol,
Quantcast, Wikipedia, Techcrunch, Pew Internet, TGDaily,
Quantcast, Pew Internet, ShareThis, Microsoft, Nielsen.


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