This document provides an overview of social media and its uses for marketing and business. It discusses popular social media tools like Facebook, Twitter, blogs, podcasts and videos and how they can be used to engage customers, build communities, and gain a competitive advantage. It emphasizes that social media is about building relationships and relevance over time, not just tactics, and recommends developing a strategy to measure success based on goals like sales, engagement, retention or influence. It also cautions that social media requires a long-term time commitment to see benefits and balancing participation with other work.

1. Social Media 101
Pro PT- Using Social Media
For Marketing and Business

2. What We’ll Cover
What is Social Media?
Why should we consider a social media/new
media strategy?
What are the most popular tools, and how can
we use them?
Using social media for competitive advantage

3. Things to Keep in
Mind
Relevance is most important
Strategy versus Tactics- Have to have a plan, and
then use tools wisely to get you there. Adjust
tools and plan as necessary.

4. What is New Media?
Digital, computerized and networked
communication
websites, blogs, wikis, podcasts, video-podcasts,
forums, e-books- even e-mail- could all be
considered New Media

5. What is Social
Media?
Social media is comprised of internet & mobile
technologies that enhance/enable
communication between individuals or
groups.
Facebook, Twitter, Skype, ooVoo, del.icio.us,
StumbleUpon, & Digg; Flickr, Picassa, Ning,
LinkedIN, Plurk, Ustream, YouTube, Qik and
more are all social media sites.

6. What’s The
Big Deal?
New ways of
communication allows
collaboration over distance
and time; this can be used
strictly for social or
community-building
purposes, or also for
business purposes.
Examples- Comcast Cares;
Tribes; LINUX

7. Who Are We Talking
About?
Hint: not just these guys...

8. Facts From Pew
Research
62% of people employed full or part-time can be considered
networked workers
85% own a desktop; 61% own a laptop and 93% own a cell
phone
27% own a blackberry, palm or other digital assistant
These numbers are growing monthly....

9. First Things First
Quick Facts from Pew (Pew
Internet.org) & Forrester
research
By 2020, they predict that a
mobile device will be the
primary connection tool for
most people in the world.

12. What are they doing online??
21%
37%
19%
35%
69% (up from
48% in ’07
25% (down
from 44% in ’07)
Source- Forrester Research; 2008

13. Content Creation: Age
80
60
Percentage
40
20
0
Ages 12-17 Ages 18-29 Ages 30-38 Ages 39-48 Ages 49-60 Ages 61-69 Ages 70+
Internet users Total population
13

16. Where do people get their
information?
Websites
Friends
Blogs

17. How Popular is this
stuff?
The share of adult internet users who have a profile on an online
social network site has more than quadrupled in the past four
years -- from 8% in 2005 to 35% at the end of 2008.
Nielsen Online reports that Twitter grew 1,382% year-over-year in
February, 2009, registering a total of just more than 7 million
unique visitors in the US for the month. This is also a month to
month increase from 4.5M in Jan to 7 M in Feb- a 50% increase in
traffic.

18. Search Engines
Search Engines, Search Engine Optimization and
Search Engine Marketing are “Ground Zero”
Search determines who will find you online,
including the press, investors, competitors and/
or customers doing research

19. Everyone has Global Reach
Google Analytics

20. And you can know where
they’re coming from

21. Google
Google Alerts- get notified when something
shows up on web, news, blogs
Google reader- curate your own newspaper;
Social media dashboard
Gmail- threaded conversations, IM, integrated
with Documents for cloud computing, easy
polls, etc.
Google Forms- Cheapest Polls ever

23. Web 2.0- Not just for
geeks anymore!

25. Information Overload
There are tons of social media sites- we’ll
concentrate on the most popular
It’s important to remember each one has it’s
own culture and community, just like any off-
line community you might belong to.
We’ll discuss each, its features and
advantages/disadvantages

26. Twitter

27. ADVANTAGES
Small, short messages; great way to draw attention to another piece of
content, ie. blog post, offer, etc.
“microblogging”
great for customer service- Comcast cares, Best Buy, Rick Sanchez on
CNN, NPR
Great news source
Good way to “crowdsource” information, take an instant poll
Very popular mobile apps; real time reporting (CES)

30. Disadvantages
Limited to 140 characters, must shorten most
URLs
Not a place for traditional advertising; more
peripheral awareness and conversations
SPAM has a toxic effect- must be careful where
you tread
Sometimes hard to get to know your own
community on Twitter- who to follow and why?

31. Facebook

32. Advantages
Billboard for your personal and work lives
Social by nature; things to do and share - 60M subscribers 12/08
Allows you to bookmark articles and share interesting items with
friends; can connect things like Twitter and NYT to Facebook and
automatically update without ever entering the site
Ease of targeting ads
May be a great way to create a local community, support, client
connections for fun events

33. Level of Engagement
Facebook has a
significantly older
population spending
extended time on the
site

37. Disadvantages
Mostly social, little business
Great way to organize events and meetups, not
as good for putting together more professional
meetings
More and more companies are starting to
advertise here- highly localized targets

38. MySpace

39. Pros and Cons
Popular particularly
for younger people,
promoting music,
bands
Tends to appeal to a
more ethnically and
economically diverse
population
Facebook has caught
up in terms of
Popularity at 60M

41. Blogs
Great place for sharing information
Great for SEO
Great for building a community
Cheap and easy
RSS feeds- subscription to keep up with others
in field

42. “Audience” Blogs

46. Disadvantages
Requires schedule, regular content for
improving SEO
Need to say something or provide value
Requires a regular commitment to be effective
long term.
No guarantees of instant popularity- long term
strategy, like a newspaper column- need to

47. Technorati- Blog search

48. Podcasts, Video
Podcasts
Shares information in multimedia format
Subscriptions- building an audience
Know the difference between Show & Tell
Production values count (to some extent)
Curating information- be a resource people go
to for information

49. Advantages/Disadvantages of
Podcasting
People process auditory language much faster
than reading or writing
Video requires two sense at once- bulkier and
harder to access in mobile format
Can you create engaging material that helps
people learn and delivers value?
Long tail of information- can be independent
of time and location

50. Long Tail of Content

51. It creates a resource
with sticking power...

52. Online Video Sites
Ability to broadcast video as it happens- your
own TV channel- Ustream, BlogTV, 12seconds,
Qik, Seesmic and more.
Broadcast out to multiple sites through
Tubemogul + Analytics- YouTube, blip.tv,
Veoh, Viddler, mDialog and more.
Longtail business opportunities- helps get the
word out there

53. LinkedIN
Resume and Business related online
networking
Good not only for personal job search, but
established business connections- keeps people
updated as to your status
One hour layoff to interview story
Allows you to visualize connection others have

54. SEO of Social Media
Fresh content means better SEO
Tagging and meta-tags; linking out is very important
Data from certain sites shows up preferentially (EDU,
GOV)
Metrics of success
By commenting on other sites, can build inbound links

55. Creating
Communities
This is a long term versus short term strategy
People come to you because of content and
added value
Grows network, fans, evangelists
Must give them something to do- keep it fresh
or it dies

56. Fish Where the Fish Are

57. Patient Education
• 2007 Jupiter Survey showed 69% of physicians did
searches online for patient education materials, and
37% exchanged emails with patients.

58. Translating Information
into Action
• Give people simple tools that work
• Make it fun
• Make it meaningful or rewarding
• Make it social- podcasts, videos, slideshare

59. Physician Use of Web and
Mobile Technology
• 54% of US Physicians own a PDA or Smartphone.
70% are predicted to own one by 2011. (Manhattan Research,
9/08)
• 20% have adopted EHR and adoption of smart
phones will increase EHR adoption (hand in hand)
• 90% of Online physicians use literature databases,
83% online journals, 73% physician portals, 61%
government websites, 41% manufacturer’s websites,
and 37% medical or professional blogs (Jupiter Research (part of Forrester,
9/08)

60. Competitive
Intelligence
SEOMoz, Alexa.com,
Compete.com, Quantcast- How
well are you doing, and how
well are your competitors
doing?
Search for trends in
trends.google.com to see if you
can produce timely or
seasonally relevant content
Google Adwords- art into itself. Can be
pricey- all competitively based.

61. Your Morning Paper/
dashboard

62. Possible Issues
Much of the communication is in public, and you are
accountable for it forever (internet wayback machine)
Privacy issues are a concern
Since many messages are short, nuance can be lost- choose
your mode of communication carefu&y

67. Social Media Strategy
Figure out what success means to you- Sales?
Customer engagement? Customer retention?
Influence? Increased SEO? Reputation?
What do you want to measure? Subscribers?
Friends? Followers? Clients?
Customer Relations Management &
Community are great SM goals

68. Balancing Act
Signing up for Social networks is free- but time to participate has a
cost. Make sure social networking doesn’t become Social NotWorking.
Community building is a long term, not short term strategy and will
take patience.
Global and Local Reach
What do you want to be known for? What is your core story?
Make your case for your brand through Social Media

69. Chief benefit of Social Media- The
Customer Relationship, Branding &
Awareness

72. Social Media Laboratory
Experiment, Tweek,
Try Again

73. The End

74. Current State
of PHR
-Increasing interest in PHR in
US- 72.5 million, despite
adoption of 7.3 million to date

75. Changing the way we
Access Information
By 2020, they predict that a
mobile device will be the
primary connection tool for
most people in the world.