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CSI Columbus Social Media Presentation 020810
The document provides an overview of online social media. It discusses the rise of social media and how it has impacted communication. It then covers several major social media platforms like Facebook, LinkedIn, Twitter, blogs, and more. Specific statistics and tips are given for how companies can utilize each platform strategically in their marketing and public relations efforts.
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CSI Columbus Social Media Presentation 020810
- 1. Online Social Media Online Social Media Kimberly Kayler, CPSM, CSI President Constructive Communication, Inc. Constructive Communication Inc CSI – Columbus Chapter
- 2. Online Social Media This program is a registered educational program with the Construction Specifications Institute of Alexandria, VA. The content within the program is not created or endorsed by CSI nor should the content be construed as an approval of any product, building method, or service. Information on the specific content can be addressed at the conclusion on the program, by the Registered Provider. Columbus Chapter f C l b Ch t of CSI i a R i t d P id with th C is Registered Provider ith the Construction t ti Specifications Institute Construction Education Network (CEN). Credit earned for completing this program will automatically be submitted to the CSI CEN. Completion certificates can be obtained by contacting the Provider directly. This logo and statement identify Provider programs registered with CSI CEN and are limited to the educational program content. CSI – Columbus Chapter
- 3. Online Social Media Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures. CSI – Columbus Chapter
- 4. Online Social Media “Social Computing is not a fad. Nor is it something that will pass you or your company by. Gradually, Social Computing will impact almost every role, at every p y , y kind of company, in all parts of the world.” CSI – Columbus Chapter
- 5. Online Social Media Introduction • Social media is about dialogue, two-way discussions that b i g people t g th i di i th t bring l together in order to discover and share information. • Users control the messages companies can messages, influence those messages • Social media is anything that uses the Internet y g to facilitate conversations between people IF YOU DON’T ENGAGE, YOUR COMPETITION WILL! CSI – Columbus Chapter
- 6. Online Social Media Facts • The top 25 sites have 300 million users/month / th • 3 out of 4 Americans use social technology • 57% of adults have joined a social network, making it the number one platform for creating and sharing content • In 1999, number one reason we got on the Internet was porn Now it is social media porn. media. CSI – Columbus Chapter
- 7. Online Social Media Years to reach 50 million users: • Radio: 38 years • TV 13 years TV: • Internet: 4 years • iP d 3 years iPod: • Facebook: added 100 million users in less than 9 months! • iPod Application downloads: 1 billion in 9 months! • In the future, we won’t search for news and products….they will find us CSI – Columbus Chapter
- 8. Online Social Media How does this apply to business? • 93% of Americans believe a company should have a social media presence • 85% believe a company should not only be present, but also interact with its consumers via social media • 56% of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment 2008 Cone Business in Social Media Study CSI – Columbus Chapter
- 9. Online Social Media Changing World • Consumers/journalists going online to find news and information • 89% of Internet users worldwide used search engines to find information • 76% look up news online • 89% of journalists read blogs for story research, research 65% turn to Facebook and LinkedIn, 52% hit micro-blogging sites like Twitter, and 61% use Wikipedia (source: Cision and George Washington University). CSI – Columbus Chapter
- 10. Online Social Media CCI Survey Results • 75% of respondents personally interact with social media regularly, while 80% of i l di g l l hil f companies rarely interact with social media • The most popular outlet for companies was LinkedIn with 62.5% • 90% of respondents said their company does not p p y have a social media policy • 76% said online social media is a critical medium but 60% said they rarely participate from a corporate perspective. CSI – Columbus Chapter
- 11. Online Social Media Cision Study • Journalists file 48 stories a week for the 24- by-7 li b 7 online news cycle; th are l they interacting with 26 sources though they only meet in person with 4 • Reporters said their most useful interactions with PR professionals continue to be based on personal relationships. CSI – Columbus Chapter
- 12. Online Social Media Marketing is Changing Traditional Evolving Branding eMarketing Advertising Search Engine Optimization Search Engine Marketing Direct Marketing Social Networking S Sales Promotion Syndication Collateral Broadcasting Trade Shows Events CSI – Columbus Chapter
- 13. Online Social Media But strategy is still needed • Don’t jump to tactics- Do a SWOT Analysis • Social media requires strategy like any other marketing tool • Create buyer personas of target audience to better understand where to focus efforts • St thinking campaigns, start thi ki Stop thi ki i t t thinking strategy!!! • S l ti needs to meet audience needs Solution d t t di d • Be accessible! CSI – Columbus Chapter
- 14. Online Social Media Wikipedia CSI – Columbus Chapter
- 15. Online Social Media Wikipedia • Build up history of reliability • Always use credible sources and footnote • Straight facts, not opinion! Cite often! • 684 million yearly visitors • 75,000 active contributors working on 13 million articles in 250 languages • Studies show it’s more accurate than Encyclopedia Britannica! • 78 percent of articles are non-English. CSI – Columbus Chapter
- 16. Online Social Media Wikipedia • 2.5 million articles in English and growing • Improve search but keep it neutral • Requires content to be in HTML format • Monitor regularly in case of issues • Use for professional use • Wikipedia community is passionate about quality • It is an open-ended project, a work in progress CSI – Columbus Chapter
- 21. Online Social Media Wikis CSI – Columbus Chapter
- 22. Online Social Media Wikis • Used to communicate internally and externally, often called a “ h t ll ft ll d “sharepoint” i t” • Go in and edit and contribute just like Wikipedia Wiki di • Ongoing process of collaboration •I t Intranet and k t d knowledge management systems l d t t • All users edit any page or create new pages CSI – Columbus Chapter
- 24. Online Social Media Facebook CSI – Columbus Chapter
- 25. Online Social Media Facebook • Started so guys could pick up girls at Harvard • 250 million active users, growing every d illi ti i day • 2nd most trafficked site in world •AAverage user h 100 f i d g has friends • 2.6 billion minutes are spent each day • More than 4 million users become fans daily • Users share more than 1 billion forms of content each week • Site membership grew 85 percent in 2008 CSI – Columbus Chapter
- 26. Online Social Media Facebook • Suggest fan pages rather than groups • Use as a snapshot of internal culture/life • Often for personal rather than professional use • 85% are 18-24, 55 65 year old f 18 24 55-65 ld females is fastest l i f growing age group • #2 site behind Google • 5 billion minutes spent on Facebook each day! • If Facebook were a country, it would be the 8th country most populated in the world, ahead of Japan CSI – Columbus Chapter
- 28. Results: ACI has tripled the applications for scholarships since applications for scholarshipssince creating their Facebook group. They met their goal and share the link on emails, website and newsletters.
- 35. Online Social Media MySpace CSI – Columbus Chapter
- 36. Online Social Media MySpace • Oldest social networking site • 43 million users illi • More than half of MySpace users are 35+ • 8 million artists and b d illi ti t d bands • Has many bugs and hackers • Not user friendly user-friendly • Declining significantly in popularity • Recently laid off employees and declared itself as a start-up due to decline in users CSI – Columbus Chapter
- 38. Online Social Media Online Forums CSI – Columbus Chapter
- 39. Online Social Media Online Forums • Monitor and be aware of what is out there • Check out Ask Yahoo and Vark.com • Also, on Ning, there are a couple of AEC groups that are becoming popular CSI – Columbus Chapter
- 44. Online Social Media LinkedIn CSI – Columbus Chapter
- 45. Online Social Media LinkedIn • Professional relationships and networking •SSummer 2009: 47 million registered users, 2009 illi gi t d spanning 170 industries. • Average: Male, 41, makes $ g , , $100k • Use Answers section and join Groups • Contribute to the conversations! • LinkedIn profile is similar to a resume • Can post jobs within groups or in Job section • 80% of companies are using Li k dI as th i f i i LinkedIn their primary tool to find employees! CSI – Columbus Chapter
- 46. Online Social Media LinkedIn • Some reporters now use the Answers section • Add a personal note when adding connections • Paste email footer in the bottom of LinkedIn messages •Linkedin Keywords, March 2009: •807 Architecture •1,083 Construction •3,945 Engineering 3 945 CSI – Columbus Chapter
- 50. More than 7.75MILLION visitors each day!
- 51. Online Social Media Case Study • The International Grooving & Grinding Association C A i ti Communications C i ti Committee itt • Have created a LinkedIn Group to test how they ill th will use with members ith b • This is a great way to help stakeholders understand how to use before launching a group CSI – Columbus Chapter
- 52. Online Social Media CSI– Columbus Chapter
- 53. Online Social Media Case Study • Concrete Industry Management (CIM) is a degree program at six universities across d t i i iti the nation • C t d a Li k dI g Created LinkedIn group f students, for t d t professors and board members • The group was launched late August and already has 174 members CSI – Columbus Chapter
- 54. Online Social Media CSI– Columbus Chapter
- 57. Online Social Media Twitter CSI – Columbus Chapter
- 58. Online Social Media Twitter • Concept of microblogging: 140 characters • A k What are you d i g? Asks: Wh t doing? • Twitter messages: 3 million/day • Total Users: 1 million • Follow many people and be followed • Search.twitter.com is a great monitoring tool g g • Join in the conversation and retweet often • Answer question immediately • Employees are your best PR tool, let them talk but give them boundaries CSI – Columbus Chapter
- 59. Online Social Media Twitter • If someone is talking to you, respond • B sure t add bi photo and URL i profile Be to dd bio, h t d in fil section • Change design background colors and upload your company logo • Decide if you are g g to be the company or y going p y an employee • Write in headlines! • Check how you are doing on TwitterGrader.com CSI – Columbus Chapter
- 60. Online Social Media Twitter • Search.Twitter.com= your secret weapon. Use advanced search t narrow! d d h to ! • Use hashtags to facilitate conversations • Embed Twitter in your website/email signature • Follow and be followed! • Quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build g relationships with customers, partners and other people who care about your company CSI – Columbus Chapter
- 61. Online Social Media Twitter • Use Twitter to talk to reporters • Wh users are angry, meet th i needs When g t their d • Think in terms of the passion you create • HootSuite lets you manage many accounts • Better for B2B= Technical info is not easily found online whereas B2B info is easy to find • Use keyword-rich tweets • Ask what your audience wants and deliver •R l Replaced email as a way t i t d d il to introduce and start d t t dialogue CSI – Columbus Chapter
- 63. Online Social Media CSI– Columbus Chapter
- 69. Online Social Media Blogs CSI – Columbus Chapter
- 70. Online Social Media Blogs • There are approximately 200 million blogs and 346 million people who read bl d illi l h d blogs • Blogger.com or Wordpress.com are free • Use Google Analytics, Technorati to measure • Use keywords so target audience can find • Add pictures, videos, short and long articles • Blogs have readerships that are larger than daily newspapers CSI – Columbus Chapter
- 71. Online Social Media Blogs • People find most blogs through organic search. Readers are searchers! • Use keywords wisely. Title blog wisely • Build and initiate relationships •HHave good tagline and name d li d • Employee blogs are 5 times more credible than CEO blogs g • Tell a Story • Create a Policy for Employees • Measure results • Most popular blogs have 50k-100k views a day CSI – Columbus Chapter
- 72. Online Social Media Blogs • Identify employees who are genuinely enthusiastic about th opportunity t th i ti b t the t it to blog: • Passionate about their work/product • Enjoy sharing with others • Risk takers • Goal oriented and ambitious • Have a sense of humor • Receptive to feedback • Doesn’t have to have great writing skills CSI – Columbus Chapter
- 73. March 2009: 43,000 visits, 120,000 page views from people in 60 views from peoplein 60 countries. More than 1,000 comments posted
- 76. Online Social Media Technorati CSI – Columbus Chapter
- 77. Online Social Media Technorati • Highlight and distribute online conversation • Introduce millions to social media content • Information source for your blog • Monitor authority and what is being said about your company CSI – Columbus Chapter
- 78.
- 79. Online Social Media Digg CSI – Columbus Chapter
- 80. Online Social Media Digg • Share content from anywhere on the web • Influential professionals who are active online • Similar to Digg is Redditt, StumbleUpon, Squidoo and Knol…all are sharing content CSI – Columbus Chapter
- 82. Online Social Media Flickr CSI – Columbus Chapter
- 83. Online Social Media Flickr • By June 2009, hosted more than 3.6 billion images, roughly one photo per every 2 i hl h t people on the planet • Online h t O li photo management g t • Control who can see, who can organize • Share photos Sh h t • Improve chances of someone finding you • Reporters might come here to find pictures of your company CSI – Columbus Chapter
- 86. Online Social Media You Tube Record. Record Then Share CSI – Columbus Chapter
- 87. Online Social Media YouTube • More than 142 million U.S. users watch an average of 80 videos per month • Americans spend a total of 558 million hours watching online videos online each month • Online views can grow sales by 500% • People like to see videos, so share • Need to monitor d • 412.3 years is the length of time it would take to view every YouTube video • 13 hours is the amount of video uploaded every minute CSI – Columbus Chapter
- 93. Online Social Media Slideshare CSI – Columbus Chapter
- 94. Online Social Media Slideshare • Allows you to share presentations and documents with everyone. d t ith • Improves SEO and tracks number of views. • Great way to improve views of important documents and presentations. CSI – Columbus Chapter
- 95. Online Social Media CSI– Columbus Chapter
- 96. Online Social Media CSI– Columbus Chapter
- 97. Online Social Media Delicious CSI – Columbus Chapter
- 98. Online Social Media Delicious • Social bookmark sharing • Allows users to tag, save, manage and share web pages from a centralized source. • With emphasis on the power of the community, Delicious improves how people discover remember and share on discover, the Internet. CSI – Columbus Chapter
- 100. Online Social Media Podcasts CSI – Columbus Chapter
- 101. Online Social Media Podcasts • Podcasts=Broadcasts • Audio or File Sharing • Example: iTunes • More useful for B2B than B2C, but does not have a high success rate CSI – Columbus Chapter
- 103. Online Social Media Really Simple Syndication- RSS Syndication CSI – Columbus Chapter
- 104. Online Social Media Really Simple Syndication-RSS Syndication RSS • Used within the next 12 months by 63% of consumer product marketers d t k t • 65% media and communications marketers • 37% financial service marketing • 38% equipment companies • Google Reader • Improves search • Rich Site Summary CSI – Columbus Chapter
- 105. Online Social Media Search Engine Optimization- SEO Optimization CSI – Columbus Chapter
- 106. Online Social Media Search Engine Optimization- SEO Optimization • 42% of search users click the top ranking link • 8% click the second ranking link • 40% of SEO campaigns aware of their ROI achieve returns in excess of 500% CSI – Columbus Chapter
- 107. Online Social Media Google AdWords CSI – Columbus Chapter
- 108. Online Social Media Google AdWords • Adwords.google.com • Partnered with thousands of outlets to sponsor keywords on sites (i.e., New York Times) Ti ) • Google has 77% of market share of search • 65% b i research on search engines begin h h i • 68% of all Internet users never click on ads • Less than 1/6 of online users drive 80% of advertising clicks CSI – Columbus Chapter
- 109. Online Social Media Google Alerts CSI – Columbus Chapter
- 110. Online Social Media Google Alerts • Sign up to receive a daily email about a topic or k keywordd • Monitor what is being said about your company • G t google.com, then go to t right, click Go to l th t top i ht li k “more”, then click on “even more” and top left is the alerts button CSI – Columbus Chapter
- 112. Online Social Media Other Sites to be Aware of • Gather: social network for NPR • Jigsaw: business card directory – trade your card for a business you need • Meetup: strives to connect people using the web to get off the web • Ph t b k t photo conglomeration site Photobucket: h t l ti it • Propeller: Digg-like social news site • Sermo: seeks to connect doctors CSI – Columbus Chapter
- 113. Online Social Media Other Sites to be Aware of • Squidoo: allows users to register and create a page or lens about an area of interest • ThisNext: social shopping service, members recommend favorite products and help others • Utterz: post pictures and videos to blogs from your cell phone • Forums: are a great place for people to comment and share information on the web CSI – Columbus Chapter
- 114. Online Social Media Other Sites to be Aware of • VisiblePath: provides several layers of affiliation and differentiation based on a member s member’s personal knowledge of a contact • Yelp: how the Yellow Pages met social media. Contains prolific member reviews and is known for quality and honesty • Zillow: resource for real estate agents and homeowners to access statistics and tools • Digsby: allows you to compile all email and social networks into one site • Ning: similar to Facebook CSI – Columbus Chapter
- 116. Online Social Media Getting Started • If you decide to start up a social networking page f your company you need t for d to: • Maintain constantly • Update regularly • Invite others to join • Facilitate conversations • Post jobs and internships • Post news links • Upload pictures CSI – Columbus Chapter
- 117. Online Social Media Getting Started • If you create a page, provide a link to it on your website • Stay active with your audience DAILY • Alternate option is to advertise on these sites, then you don’t have to regularly update • Disclosure is permanent • We are still in infantile stage g • Losing by not contributing. Don’t be private • Create a great online newsroom for buyers and journalists • Focus on no more than 2 online tools to start CSI – Columbus Chapter
- 118. Online Social Media Getting Started • Engage and personalize = Dialogue • Join online communities where you want to talk (community, sports club, recent grads) • Like a dinner party don’t talk the whole time party, time, listen and participate, too! • Dive in! The more we dive in, the less unfamiliar it feels! • Companies must drive p p to p p people purchase with great online content • Content drives action! CSI – Columbus Chapter
- 119. Online Social Media Tips • Don’t fear negativity. Fear of loss of control was cited by nearly 47% of the 260 marketers • Be willing to admit fallibility • When searching, think like the customer. g, • Engage, don’t sell • Don’t pester, people want participation, not propagandad • Deliver content at the precise moment your audience needs it TWI Surveys for the Society for New Communications Research CSI – Columbus Chapter
- 120. Online Social Media FTC Ruling • The new rules state that, when endorsing a product or service, you must: • Disclose when you are being compensated-- whether you are being paid for the endorsement and/or have been give free sample of the product (traditionally known as "not-for-resale" copies). • Be truthful in your statements and make sure statements--and they can be substantiated. • Speak from actual experience--meaning you can t can't just regurgitate the sponsor s sponsor's marketing speak if it isn't an actual experience, opinion or belief of your own. CSI – Columbus Chapter
- 121. Online Social Media How to Gain Followers • Add to your business card • Add to end of email signature • Add to company website • Add to blog • Add to Newsletter • Add to advertising efforts • Share all outlets that you are using on each y g CSI – Columbus Chapter
- 122. Online Social Media Characteristics of a Good Profile 1. Strong profile visibility: develop brand recognition 2. Active participation: have continuous presence 3. Practice reciprocity: win-win outcomes 4. Effective communication: conversations 5. Support the community: put before self 6. Provide value above all: gain trust and g attention 7. Demonstrate Integrity CSI – Columbus Chapter
- 123. Online Social Media CSI– Columbus Chapter
- 124. Online Social Media CSI– Columbus Chapter
- 125. Online Social Media Best Practices • Employees need to understand that what is posted out there can not be taken back • Talk to your employees and remind them that they are representing you • If you do create a page for your company, monitor it regularly, start discussions, add events…etc. events etc • Give users content that describes problems then provides details on how to solve • Be a thought leader through E-books, newsletters, whitepapers CSI – Columbus Chapter
- 126. Online Social Media Online Social Media Objectives • Make a sale • Request a sales contact • Request more information • Download an informational white paper • Download product specs • Create awareness of a new product • Renew awareness of an existing product gp CSI – Columbus Chapter
- 127. Online Social Media Online Social Media Objectives • Identify new prospects • Inform existing customers of an upgrade • Create or alter a brand image • Counteract negative publicity • Deposition a competitor • Generate advertising revenue • Raise awareness with investors • Raise awareness with the media CSI – Columbus Chapter
- 128. Online Social Media ROI • Define the Return or expected results • D fi th I Wh t’ th i Define the I: What’s the investment? t t? • Understand your audience and what motivates them • Define the metrics- what you want to become • Determine what you are benchmarking against y • Pick an outlet and research it fully • Analyze results, take insight then action and measure again CSI – Columbus Chapter
- 129. Online Social Media Policies • Educate employees and self • Policy should state how employees are expected to engage. • Stay transparent by using real name and the company. • W it what th k Write h t they know, stay consistent, j i i t i t t join in the conversation, add value, create excitement and be a leader leader. CSI – Columbus Chapter
- 130. Online Social Media Policies • Employee should stick to their area of expertise and provide i di id l ti d id individual perspectives on what is going on at the company • Post meaningful and respectful comments • Always pause and think before posting • Respect proprietary information and content • Bl ki g access does not prevent staff f Blocking d t t t ff from posting material CSI – Columbus Chapter
- 131. Online Social Media Policies • Respect confidentiality • When disagreeing with others, keep it polite and appropriate • Comply with copyright, fair use, and financial disclosure laws • Wh in d bt about posting content, get When i doubt b t ti t t t permission CSI – Columbus Chapter
- 132. Online Social Media Policies • Employees are responsible for the content they th produce. d • Decide if employees allowed to use this medium while at work. di hil t k • Admit a mistake if necessary • If promoting online conversations, sign up f ti li ti i for monitoring system such as Radian6, Cision or Vocus Vocus. CSI – Columbus Chapter
- 133. Online Social Media Crisis Management • Actively monitor •RRespond quickly: within h d i kl ithi hours • Respond at the flashpoint: where audience is communicating before anywhere else • Educate employees: all employees should have online social media training g • Foster a positive culture: if employees are happy, they’re less likely to tear down the company h • Set clear guidelines: create a policy CSI – Columbus Chapter
- 134. Online Social Media Monitor Online Conversations • Vocus: $1,250 per month. Includes all monitoring, monitoring news clipping and distribution of press releases • Radian6: $600 per month. Allows monitoring of blogs, news, twitter and working on Facebook. • Cision: $695 per month Uses Radian6 platform month. • PR Newswire: $450 per month and includes blogs, news, forums, Twitter, photos and video sites and Social Media such as Facebook • Integrate PR, security and HR to respond CSI – Columbus Chapter
- 135. Online Social Media Monitor Online Conversations • Backytype.com • Bl g l Blogpulse.com: searches bl g h blogs • Boardreader.com: searches message boards, forums, videos and Twitter , • icerocket.com: searches blogs, news, MySpace, Twitter, images •SSocialmention.com and C ll l d Collecta.com are great tools • Sitevolume com xenureturns.com, Sitevolume.com, xenureturns com summize.com, twemes.com, twinfluence.com CSI – Columbus Chapter
- 136. Online Social Media Monitor Online Conversations • Top performing companies were nearly 7 times as likely as poor performers to use social media monitoring tools • Nearly two-thirds of the top performers had two thirds formal monitoring programs in place and 42 percent were actively listening to detect d t t early warning of th t t th i l i g f threats to their brands. • 20% of the content influences 80% of the decisions Source: Word of Mouth Marketing Association Study CSI – Columbus Chapter
- 137. Online Social Media It s It’s All About Dialogue “If you’re not part of the conversation, then you re you’re leaving it to others to answer questions and provide information, whether it’s accurate or incorrect. Or, even worse, you may be leaving it up to y p your competition to j p in to become the p jump resource for the community. Yes, there will be negative comments. Yes, you’ll invite unsolicited f feedback. Yes, p p will q , people question y your intentions. Negativity will not go away simply because you opt out of participating. Negative commentary, at the very least, is truly an y y y opportunity to change the perception that you did or didn’t know existed.” CSI – Columbus Chapter
- 138. Online Social Media Thank You! Kimberly Kayler kkayler@constructivecommunication.com 614.873.6706 Visit www.aecsocialmedia.com CSI – Columbus Chapter