This document discusses the rise of social media and provides guidance on how SAS user groups can leverage various social media platforms. It outlines popular social media tools like blogs, social networks, Twitter, video sharing and social search. It emphasizes that social media is not a fad and has changed communication. The document advises user groups to establish an active online presence across multiple channels to engage their current and future audiences. It stresses the importance of keeping content relevant, frequent and tied to goals.

1. Social Media forSAS User Groups Dave Thomas @DavidBThomas SAS Social Media Manager April 2010 #sgf10

2. Who is your audience now? Who will be your audience in 2019? What about 2029? 2039?

4. Social Media Social media maybe a phenomenon,but it is not a fad. It has already changed the way people(and companies) communicate.

6. microblogging (Twitter)

7. social networks (LinkedIn, Facebook, Orkut)

8. video sharing (YouTube, Vimeo, Blip.tv)

9. Wikipedia and Google Knol

10. photo sharing (Flickr, Picasa)

11. podcasts

13. microblogging (Twitter)

14. social networks (LinkedIn, Facebook, Orkut)

15. video sharing (YouTube, Vimeo, Blip.tv)

16. Wikipedia and Google Knol

17. photo sharing (Flickr, Picasa)

18. podcasts

21. (January 2009: 150 million)

22. About 70% of Facebook users are outside the United States

23. Active SAS groups on Facebook,LinkedIn, Orkut and moreSources: Pew Research, Jan. 2009Facebook, Feb. 2010

29. Individuals, brands, journalists, political candidates, celebrities and more are “tweeting”Source: Mashable.com, Jan. 2009

30. Dell has had sales of more than $3 million through its @DellOutlet Twitter account

31. Video YouTube has more than 300 million viewers worldwide 83% of Internet users watch video online In Sept 2009, there were more videos watched on YouTube in the US (10.3 B) than searches performed on Google (9 B) Sources: YouTube, Oct. 2009Universal McCann, July 2009Search Engine Watch, Oct. 2009

33. “Meanwhile, within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’ stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars.” Times of London, July 22, 2009

34. “Google has quietly been launching a social network right under our own chins.” Jeremiah Owyang

35. Google Wave

36. Google Buzz

37. Google Sidewiki

38. Location-based applications

39. So what?

40. Question: Which of the following Web sites do you visit to network with professionals?* 2008: n= 533 2009: n=265 Other sites were not included in the 2008 survey.

41. Social media at SAS

42. SAS fans are active in a variety of places online

43. What can you doto reach them?

44. Key Concept: Home Base and Outposts

45. Twitter Facebook LinkedIn YouTube blog Web page

46. Four keys to success in social media

47. Keep it up Social media is not a quick fix. Establishing a presence takes time.

48. Keep it active Social media is about community, sharing and immediacy. Contribute on a regular basis and keep your content fresh.

49. Keepit real Social media is a toolbox, not a strategy. Your activities must tie directly to established goals and objectives.

50. Gear your efforts toward what your audience cares about... Keep it relevant …not what youcare about.

51. What exactly are we talking about?

53. 47% of online consumers read blogs

55. Blogs: the advantages Personal and timely Support your Web site Build your reputation by providing value

56. Blogs: the challenges Need to be active Need to be promoted Invite comments and sometimes criticism

57. What user groups can do Search key terms on Google Blog Search. Determine your unique value. Find excited bloggers to contribute. Repurpose content you’re already creating. Start a free blog on Wordpress and try it out.

59. About 70% of Facebook users are outside the United States

60. Active SAS groups on Facebook,LinkedIn, Orkut and moreSources: Pew Research, Jan. 2009Facebook, Jun. 2009

63. More than 30 million active users

66. Social networks: the advantages Building relationships Personalizing your business life, and vice versa. Presenting your expertise (LinkedIn Groups and Discussions) Creating a presence with global reach, with a minimum of resources.

67. Social networks: the challenges Hard to prospect without sounding spammy Some companies and government agencies block access to social networks. It can be hard to stand out as reputable. Lots of noise.

68. What user groups can do Create a LinkedIn group. Connect with your members. Connect with other user groups. Watch what organizations like yours are doing. Share news and information. Do the same thing on Facebook.

70. Individuals, brands, journalists, political candidates, celebrities and more are “tweeting”Source: Mashable.com, Jan. 2009

71. Lots of SAS people on Twitter

72. SAS GlobalForum 2009 Twitter hashtag (#sgf09) saw more than 500 tweets during the event and more than 1,000 total. Majority of tweets came from non-SAS people.

73. Twitter: the advantages Short, quick and immediate Supports other channels (web site, blog) Hashtags allow for events, conferences and issues. Twitter search can show you who’s talking about what.

74. Twitter: the challenges Twitter can’t be your only social media channel. It’s not the place for hard sell and marketing. It’s a firehose.

75. What user groups can do Create a Twitter account. Connect with your members. Connect with other user groups. Watch what organizations like yours are doing. Share news and information. Promote your other online presences.

76. Video YouTube has more than 300 million viewers worldwide 83% of Internet users watch video online In Sept 2009, there were more videos watched on YouTube in the US (10.3 B) than searches performed on Google (9 B) Sources: YouTube, Oct. 2009Universal McCann, July 2009Search Engine Watch, Oct. 2009

77. SAS New Media and country offices are uploading video to YouTube

78. Video: the advantages YouTube is becoming a major search tool. Video can be a personal, immediate and enjoyable way to communicate. Small, inexpensive, simple-to-use video cameras make it easy to capture and share events.

79. Video: the challenges It’s easy to make videos; it’s hard to make good videos. It’s nearly impossible to make a video “go viral.” Video is not a good medium for sharing extensive, in-depth information.

80. What user groups can do Think about the search aspect – what do you want someone to find if they search for you? Shoot video highlights of your meetings. Interview your members. Shoot promotional videos for your events. Promote videos in other channels. Leverage the video SAS creates.

81. Social search “… the most relevant content presented by the search engines will include, and perhaps prioritize, recommendations and referrals from our social graph. What social search means for marketers now, however, is this: If you do not start now building a network of fans, followers and friends who trust you, your company or your brand, you may quickly become irrelevant in not just social media, but in search too.” “What social search means to your business”by Jason Falls, Nov. 2009

82. Where to now?

84. Join LinkedIn, Facebook, Twitter, YouTube and find the relevant blogs in your area.

85. See what other user groups are doing.

86. Connect with them.

87. Read, follow, listen and understand.

88. Start to participate.

90. Connect with me http://dbthomas.com Dave.Thomas@sas.com Twitter.com/DavidBThomas LinkedIn.com/in/dbthomas Blogs.sas.com/socialmedia Delicious.com/davidbthomas Photo: Re-ality, http://www.flickr.com/photos/re-ality/

91. Copyright © 2006, SAS Institute Inc. All rights reserved.

92. Other than my own, the photos in this presentation were sourced via www.creativecommons.org and Flickr, and are licensed under Creative Commons. My sincere thanks. Cambridge Horizon by Andrew Stawarz The Boy with the BlackBerry by David B. Thomas Happy 50th birthday hula hoop by Tony the Misfit My Social Network by Luc LeGay Metro Audience by liz noise RaygunGothic Rocketship by greenmelinda Solar System Montage of Voyager Images from NASA/courtesy of nasaimages.org Keys by Bohman Juggling Swords and Chainsaws by morbuto Active Boy by David B. Thomas Beautiful Tools by geishaboy500 Bullseyeby jessehogie Apples and Oranges by thebusybrain Keyboard Blur by striatic The Real Impact of Social Networking at Work by Robert S. Donovan YouTube and Joost by thms.nl Speedy’sat the Grand Canyon by David B. Thomas PuntoInterrogativo by Silgeo Too Many Cables by re-ality TahbesSyncro Camera by John Kratz Photo credits