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Social Media Marketing Introduction Guide
- 1. Media Social Marketing An Introduction to Social Media Marketing By Jody Chandler JodyChandler.com
- 2. “ Being successful at social media is a low-cost, high energy marketing strategy that brings immediate results.” “ The Whuffie Factor, Using the Power of Social networks to Build Your Business” by Tara Hunt.
- 3. Business Owners fear and underestimate the power of social media. intrigued or are captivated or
- 4. What is Social Media? SOCIAL MEDIA IS, AT ITS MOST BASIC SENSE, A SHIFT IN HOW PEOPLE DISCOVER , READ , AND SHARE NEWS, INFORMATION AND CONTENT. IT'S A FUSION OF SOCIOLOGY AND TECHNOLOGY, TRANSFORMING MONOLOGUE ( ONE TO MANY ) INTO DIALOG ( MANY TO MANY .) HTTP://WWW.WEBPRONEWS.COM/USER/BRIAN-SOLIS ? Social Media is people having conversations online.
- 5. Where is this Communication Taking Place? Wikis News Feeds j RSS Widgets Blogs Microblogs Online Chat Social Networks Social Bookmarks Message Boards Video Sharing Sites Photo Sharing Sites Podcasts Virtual Worlds
- 6. 400 Million Users Worldwide
- 7. A January 2009 Compete.com study ranked Facebook as the most used social network by worldwide monthly active users.
- 8. 15 Million Articles Published
- 9. Its 15 million articles (over 3.2 million in English) have been written collaboratively by volunteers around the world, and almost all of its articles can be edited by anyone with access to the site.
- 10. 1 Billion Uploaded Videos
- 11. YouTube is another site where millions of people are participating just to be apart of their community and the world at large. People are making connections and sharing their views of the world not to increase their monetary capital but to increase their social capitol. It’s like networking on steroids. Uber Networking!
- 12. 2 Billion Google Searches Daily
- 13. We all know Google it’s turned into a common verb as apposed to a proper noun. You Know, “ Just Google it .” Facebook has evolved into the same, “ Just Facebook me .”
- 14. 100 Million Users Worldwide
- 15. Twitter is more of an information network. It tells people what they care about as it is happening in the world.
- 16. 100 Followers 100 Followers Socialnomics By Eric Qualman The Power of Twitter
- 17. Why should your business care?
- 18. 94% of people with a household income of $75,000 + use the Internet. 74% of Adults in the US use the Internet. Pew Research Center
- 19. Reason #1 to get on board “ Social network site” has passed, for the first time ever, the most lucrative and number one most searched word in the world, “porn.” Searching “social network sites” has increased about 20%, in the last year, while “porn” searches are down 10% . Mediaconvergence.org
- 20. Social Media is Not a Fad! It is a fundamental shift in the way we communicate!
- 21. The old communication model is Bullhorn Marketing .
- 22. The average person is exposed to 3,000 advertising messages per day! --Newspaper Association of America Only 18% of TV ad campaigns generate positive ROI! --MonicaObrian.com The most popular television programs have the least-watched Commercials. --TiVO
- 23. Trust Is Key!
- 25. Reason #2 to get on board 90% of people trust the recommendations of their peers! “ Neilson Online Global Consumer Survey.” Neilson, April2007
- 26. “ I Care More about What My Neighbor Thinks than What Google Thinks!” --Socialnomics By Eric Qualman
- 27. 15% of consumers rely on advertising for recommendations on products and services. Source: Socialnomics Quealy, “Interview: John Gerzema”
- 28. 15% vs. 90% ?
- 29. Who are your consumers really listening to? Your ads or their online communities?
- 30. “ The popular belief that people only take the time to post something when they want to vent or discuss a bad experience is simply not true; at least in our experience. The majority of over 20 million reviews and opinions we have received on TripAdvisor.com are positive ones . People are simply compelled to give back to a community that has given to them.” - Steve Kaufer, CEO of TripAdvisor
- 31. The New Communication model is Dialogue .
- 32. It IS…
- 34. It Is NOT…
- 36. Reason #3 to get on board PEOPLE ARE TALKING ABOUT YOUR BRAND- RIGHT NOW !
- 37. They have enough opportunities…
- 39. There are 77.7 Million unique visitors in the U.S. to various blogs. – ComScore.com
- 40. 73% of Internet users have read a blog. 45% have started a blog. --Universal McCann Survey
- 41. 34% of people post opinions about products and brands on their blog. 36% think more positively about companies who have blogs . --Universal McCann Survey
- 42. Reason #4 to get on board Social Media is only going to grow, and as such it will become a critical factor in the success or failure of any business .
- 43. People continue to spend more time on social networking and blog sites than ever before, with total minutes increasing 82% year-over-year and the average time per person increasing 67% year-over-year . May 2009 data from Nielsen Online
- 44. Reason #5 to get on board Newpolitics.net
- 45. They wield $250 Billion per year in direct spending power. Millenials spend more than 16 hours/week online . – readwriteweb.con
- 46. 96% of them have joined a social network. – readwriteweb.con They have an average of 53 online friends.
- 47. Facebook is growing faster with women than men in almost every age group.
- 48. Remember: 74% of Adults in the US use the Internet.
- 49. What do all of these groups have in common?
- 50. They don’t care about your ad.
- 51. They care about what their friends think!
- 52. Socializing The best communicators start as the best listeners. Turn the bullhorn around!
- 53. The goal is not to control the conversation. The goal is to inspire , enable , influence and engage . Socializing
- 54. The Key to being Successful in Social media is… Listen . Participate. Create Opportunities. Give.
- 55. Listen. Immerse yourselves in conversations. Messages are not conversations. “ Buy My Stuff”
- 56. Participate. Remember it is a dialogue not a monologue. “ ME, ME, ME,ME”
- 57. Create opportunities for people to feel ownership of your brand and give until your face hurts. Because in social media the more you give the more you get.
- 58. And finally a word of warning!
- 59. In the world of social media honesty is the only policy . Open , honest , authentic dialogue is key to becoming successful in social media. Open Honest Authentic
Editor's Notes
- I’m really excited to be talking about something that I am really passionate about- and that is social media and marketing. I really believe that social media is the new frontier in business marketing. And I hope that after this presentation you catch a little bit of my excitement and at the very least you learn a little about the amazing opportunities that social media can bring to your business. According to “
- Integrating social media in a methodical and logical way is a new concept. Many small businesses leave social media up to the intern or younger employees. Business owners may fall into three different categories when it comes to how involved they choose to be in social media marketing. (Slide) I am absolutely captivated by social media. I read books on the topic, join in online conversations and anticipate what lies around the corner and in the future. You may want to ask yourself where you fit in, where you are now and where you want to be after this presentation.
- What is social media (Read slide) Simply put (read slide)
- So where is this communication taking place? (Read slide) Just to name a few.
- Facebook- A January 2009 Compete.com study ranked Facebook as the most used social network by worldwide monthly active users, followed by MySpace . [17] Entertainment Weekly put it on its end-of-the-decade 'best-of' list, saying, "How on earth did we stalk our exes, remember our co-workers' birthdays, bug our friends, and play a rousing game of farmville before Facebook?“ Believe it or not Facebook has only been around three years, since September 2006.
- Wikipedia is a collaborative project by the non-profit Wikimedia. What is so amazing to me and a testament to the social media environment is its 15 million articles (over 3.2 million in English ) have been written collaboratively by volunteers around the world, and almost all of its articles can be edited by anyone with access to the site. In the past history has been litterly written by few with a limited point of view. The people of the world with their varied backgrounds and experiences are now writing history.
- Youtube Again another site where millions of people are participating just to be apart of their community and the world at large. People are making connections and sharing their views of the world not to increase their monetary capital but to increase their social capitol. It’s like networking on steroids. Uber Networking!
- We all know google it’s turned into a common verb as apposed to a proper noun. You Know, Just google it. Facebook has evolved into the same, Just facebook me.
- Twitter is more of an information network. It tells people what they care about as it is happening in the world. On March 2010, Twitter has recorded a 1,500 % growth in the number of registered users, the number of its employees has grown 500 percent, On April 13, 2010, the service, which had been known for having no advertisements on the site, announced a plan for including advertising Rather than showing traditional ads, the site announced that companies would be able to purchase 'promoted tweets', which would be targeted at certain people, depending on their searches on the site, an idea famously used by Google . One of the most famous business Twitter users is Dell, which has reported that that $9m of its 2009 sales came directly through Twitter and Facebook combined. [168] It has been argued that smaller businesses also benefit from using Twitter, since they can compete on equal terms with larger businesses within the Twitter platform. [169]
- Let me show you a calculation based on the average number of people that a person on Twitter has following them to show the you the importance of social media. In traditional brick and morter marketing if a consumer had a bad experience he or she would tell 6-10 people about it. So Today, the average person on Twitter follows 100 people. If you take that number and assume that 10 percent of the people following that twitter account will pass along their message that their friend was treated poorly or hated your chicken sandwich then you get Ten people who are influenced directly. If those 10 also have 100 followers and only 5% pick it up then another 50 individuals will be influenced indirectly, and so goes on down the line. That’s quite an impact one that can happen in a matter of minutes. Word of mouth marketing, something that all businesses depend on happens in an instant in an enormous scale- compared to the past. This is just one example as to why it is so important to be in the social media game. At the very least a business owner can receive free marketing research and at the most a business can influence and control the messages that go out into the world and more importantly their customers communities.
- Let me start off with some basic stats.
- (Read slide) Those are huge numbers!
- (Read slide) Social media is the increasing in usage that doesn’t seem to stop or steady. Some of the most used social media sites include…
- Read slide
- Read slide
- According to Tivo- (Read Slide) MonicaO’brian.com reports that (read slide) Consumers are inundated with messages. According to the Newspaper association of America quote “Not too long ago, the average American was exposed to over three thousand advertising messages in the average day. Today, you get that many before breakfast! Everyone is trying to build a brand. This season, the networks have added one more minute of commercials per half-hour, and that is just the beginning. Have you seen the ads in golf holes (talk about hidden persuaders), in bathroom stalls, on grocery register receipts and even in the sand on the beach?” end quote.
- And in my opinion the most important aspect of marketing, trust! Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent of consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. According to Jonathan Carson, President of Online, International, for the Nielsen Company. quote “The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly” end quote However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. What I’ve researched and read makes me come to the conclusion that in the near future people will no longer look to your website, but rather to your social media site to see what people are saying. This exchange will benefit us all. But businesses who do not value customers and focus on building their monetary capital like focusing on their BMW payment instead of building their social capital will fail. I promise- If you build your social capitol- money will follow and it will be abundant and consistent. Trust is key here. We are business owners and consumers and we are sick of getting ripped off. And that leads me to my next theory. The Subway Theory. I love Subway as a brand and their yummy sandwiches. What I love about them is their transparency and I swear that this is why there are so successful. How many times has someone said that they would give you X but instead they gave you y. Not at Subway.
- (Read slide) A few years ago, If I wanted to make a big purchase I would get the advice from a pretty small group of people, family, friends and co-workers. Today I have a social network full of people who will give me advice on my purchasing decisions. Even my most distant acquaintance on facebook or a stranger on Amazon has more influence over my buying decisions than an Advertisement or sales person has.
- (Read slide) The future of social media and search engines goes hand in hand. Read slide
- Read slide
- Who are consumers really listening to? Your ads or their online communities?
- According to Steve Kaufer, CEO of tripadvisor.com- read slide
- (Read Slide) It is…
- (Read slide) It is not…
- Read slide
- Read slide. There are enough opportunities… next slide.
- All of these icons represent an opportunity for a conversation about your product or service. For example, blogger.com…
- Read slide- Since Blogger.com was launched in 1999, blogs have reshaped the web, impacted politics, shaken up journalism, and enabled millions of people to have a voice and connect with their communities. Blogs are in mainstream media world-wide and are a collective rival to traditional media there are 184m bloggers world-wide, China has the largest blogging community in the world with 42m bloggers
- According to a 2008 universal mccann survey (read slide)
- Blogs have strong impacts over a brand’s reputation The Universal Mccan survey states (read slides)
- Read slide May 2009 data from Nielsen Online shows that people continue to spend more time on social networking and blog sites than ever before, with total minutes increasing 82 percent year-over-year and the average time per person increasing 67 percent year-over-year in May 2009.
- This year the millennial generation those born in the 1980s and 1990s outnumber the largest demographic in the us the baby boomer generation with 83 million millenials and 73 million bb. And trust me everyone born in this time will be digital natives.
- Read slides
- Read slide They are the largest group but they are not the only group that is online. Everyone is using the Internet and social networks.
- Facebook is growing faster with women than men in almost every age group. Women comprise 56.2% of Facebook’s audience, up from 54.3% late last year. The fastest demographic on facebook is women over 55 years old. And the common thread to all of these people is.
- Read slide my
- To Listen , immerse yourselves in conversations. Messages are not conversations. Participate. Remember it is a dialogue not a monologue. Create opportunities for people to feel ownership of the brand and give until your face hurts. Because in social media the more you give the more you get.
- Read slide