• Brief intro to different types of social sites (traditional social networks, social news, social bookmarking, blogging communities, lifestreaming, location based, document/collaboration, etc…) • Reasons for businesses to engage in social media • Case studies on Dell, Nike+ and a few other smaller innovative examples

1. Introduction to Social Media
Amit Klein
June ’09
www.amitklein.com
twitter.com/amitklein

2. “Social Media is a conversation supported
by online tools”
~ Kelsey Ruger

3. Agenda
• What is Social Media?
• Why engage in Social Media?
• Case Studies
• Dell
• Nike+
• Brief look at other innovative examples

4. What is Social Media?

5. What is Social Media?

6. What is Social Media?

7. Why Engage in Social Media?

8. “Businesses will increasingly use social media to get
closer with customers… It is getting too expensive
and inconvenient to meet face-to-face in the real
world, there will be more efforts to bring the
conversation … to virtual communities.”
- Shel Israel

9. Why engage in Social Media?
• Increasing Sales/Conversions
(benefits not always immediately tangible)
• Improving Reputation
• Increasing Brand Awareness
• Building Relationships

10. Case Study - Dell

11. In the year and a half between 2006 and 2007 negative
online postings about Dell dropped from 49% to
22%
- Adweek
* http://www.adweek.com/aw/content_display/news/digital/e3i1751753614c1db778979604e004b8d1c

12. Dell – Improving Reputation
• Monitor
• 15,000 blog posts written daily about Dell (using Visible
Technologies)
• Respond
• Dell launched first blog Direct2Dell
• Uncensored comments, real people, human voices
• Empower
• Allow community members to answer problems in forums
• IdeaStorm.com: Suggest ideas (10k+), vote (650k+), see
results

13. Dell – Improving Reputation
• Today
• 12+ company blogs in 5 languages
• 35 community ambassadors
• 30+ corporate twitter accounts

14. Dell – Increasing Sales
• Dell has made $3mil in 2 years as a result of delloutlet on
Twitter (650k followers)
• Send coupons, clearance events, new arrival information

15. Case Study – Nike+

16. Nike’s market share (running shoes) jumped from 48%
in 2006 to 61% in 2008… A significant amount of the
growth comes from Nike+
- BusinessWeek
* http://www.businessweek.com/magazine/content/08_46/b4108074443945.htm

17. Nike Plus – Building Relationships
Nike has sold 1.8 million Nike+ devices

18. Nike Plus – Building Relationships

19. Nike Plus – Building Relationships
• Nike Plus community website:
• tracks each run, pace, distance
• comparison with other runs, runners
• offline running communities
• Competitions – Human Race 10k Run (800k people)
• Blogging Network
• Flickr (4,000+ photos for Human Race)
• Youtube (1,000+ videos for Nike Plus)
• Next up: http://ballersnetwork.com/

20. Additional Examples

21. Additional Examples
• Will it Blend? – 7mil+ views on YouTube
• Best Job in The World – Huge PR Coverage
• Cadbury “Operation Goo” – Viral Contest
• Target Bullseye – Charity donations
• GoodStorm – Widget based affiliate sales
• Seaworld - Appvertisement

22. Assignment
Teams of 2: Pick a product, come up with three slides: Brief Overview, Who should use
this product?, Example of business/individual using effectively
Disqus Brightkite
SocialText Uservoice
Tumblr Zvents
BackType iLike
Yammer AddThis
CommentSniper
TipJoy
NowPublic
Ning Scribbd
FriendFeed Alltop