Social Media Intro

Social Media

Deliver Value
Connect with Customers

ClearVision Consulting
info@consultclearvision.com

What is Social Media?
A set of web-based tools
Social Networks – Facebook, MySpace, LinkedIn
Blogs
Microblogs – Twitter
Podcasts
Wikis
Social Bookmarking
Image/Video Sharing – YouTube, Flickr
RSS Feeds – Real Simple Syndication
Virtual Worlds – Second Life
Mobile – Apps, Texting, Browsing
Collectively referred to as Web 2.0


A change in the way we communicate with
stakeholders and a change in the way they
communicate with each other
Web 1.0 was an online brochure
Web 2.0 facilitates communication and collaboration
Allows stakeholders to move seamlessly between
audience and author
Allows stakeholders to consume information in the
format they choose – text, video, audio and more


The realization that our organization’s reputation
rests in the hands of our stakeholders
Customers and potential customers expect
“whitewashed” communication from organizations
Social media tools allow customers to share the
“unvarnished truth” about our organization
Social media tools enable customer-to-customer
communication
Necessitates our participation in framing the
discussion


The various electronic tools, technologies and
applications that facilitate interactive
communication and content exchange, allowing
the user to move back and forth easily between
the roles of audience and author. These tools
are underscored by a significant cultural shift
towards more open, transparent and
collaborative user experiences – apha.org


The Growth of Social Media
Facebook has surpassed Google as the top source for driving traffic to
information portals – Compete Inc
Facebook added 200 million users between April 2009 and February 2010
(users now total > 400 million) - Facebook
The average user spends 55 minutes on Facebook daily – Facebook
More than 20 million users become fans of Facebook Fan Pages daily.
Facebook Fan Pages have, in aggregate, 5.3 billion fans - Facebook
The fastest growing demographic in Facebook membership is those 35
years and older - Facebook
20% of Tweets (Twitter) mention brands or products – Penn State College
of Information Systems and Technology
Twitter has a yearly growth rate of 1,382%, from February 2008 to February
2009 – thatagency.com
LinkedIn site traffic has grown 319% since 2007 – New Media Lab
45% increase in video ads in 2009 – emarketer


The Growth of Social Media
Blogger.com grew 68% in 2008 – New Media Lab
37% of bloggers have been quoted in traditional media – New Media Lab
74% of bloggers are college graduates – New Media Lab
American bloggers spend 3.5 times more time on the web than watching TV – New
Media Lab
Just over one quarter of the Inc. 500 reported social media was very important to
their business/marketing strategy in 2007. That number has increased to 44% just
one year later. – The University of Massachusetts Dartmouth Center for Marketing
Research
The Society for New Communications Research recently published their report titled,
“New Media, New Influencers & Implications for Public Relations” that provides
several case studies illustrating how social media has benefited organizations like the
American Red Cross, the Mayo Clinic and Quicken Loans. Among their findings,
“Social media is rapidly becoming a core channel for disseminating information. Fifty-
seven percent of this group of early social media adopters reported that social media
tools are becoming more valuable to their activities, while 27% reported that social
media is a core element of their communications strategy.”


Why Social Media Works
Stakeholders need a voice
The Widespread Marginalization of Customers
IVRs
Outsourced Call Centers
Social media communication is truly democratic
The social media platform brings its own balance
Contributors set their own level of engagement
Contributors use the medium they prefer


Social media is all about relationships
People would rather do business with friends
Social media presents a 360-degree view of people and
companies
Social media “front loads” the relationship building process
Social media helps you identify common values
Social media enables people and companies to “deliver
value first”
Social media enables organizations to communicate with
stakeholders in the “stakeholder’s language”


Social media enables organizations to
build relationships one at a time in front of
thousands of people
Social media allows customer-to-customer
communication witnessed by the
organization


What Social Media Won’t Do
Compensate for a lousy product or service
Reward you for showing up
Allow you to abandon all other marketing
and sales activities


What Makes Our Approach Unique
We believe in an “All of the Above” approach
How should stakeholders be able to contact your
organization? – Any way they want
Let’s say it works, what is your ROI on this?
No outsourcing
Outsourcing your social media work is like
outsourcing dating
Relationships aren’t built through third parties
Social media is a holistic, company-wide activity,
not a marketing activity


Deliberate and measured
We combine a targeted message with an organic communication
style
Your organization will be discussed in social media. It’s in your
best interest to frame the discussion
Careful medium selection
Inside the firewall
Some of the most valuable uses for Web 2.0 tools are inside the
organization
End-to-end knowledge management
Educate on managing social media in the enterprise


No cycle of dependence
We are educators in social media
We want to be an ongoing conduit for social media ideas and
expertise, but want you to manage your own social media
destiny
Each organization has its own personality –
consequently it should have its own social media
strategy
We have a structured, deliberate approach to help you build your
strategy
We have a broad range of tools to employ
However, we have no canned strategy or template that makes
each client look like a carbon copy of the previous one


Social Media Intro

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