This document provides an overview of social media and how businesses can use various social media platforms. It discusses what social media is, who is using various platforms like Facebook, Twitter, YouTube and LinkedIn, and how tones and audiences differ across networks. The document then gives advice on how businesses can get started on social media, including setting up profiles on LinkedIn, Flickr and YouTube to share content and expertise. It emphasizes measuring success through online analytics.

1. Social Media: Passing Fad or Business 2.0?
May 1, 2009

2. Agenda
Social Media and Business
» What is Social Media?
» Who’s Using It and For What
» How to Get Started
» Measuring Success
» Questions?

3. Who, What & Where
What is Social Media?

4. What is Social Media?
» Social media is information content created by people using
highly accessible and scalable publishing technologies, such as
blogs, photo or video sharing sites like YouTube or Flickr.

5. What is Social Media?
» Social media is a
shift in how people
discover, read and
share news,
information and
content.

6. What is Social Media?
» Transforms traditional
communication from a
monologue (one to many)
into dialog (many to many)
+ Represents the
democratization of
information, transforming
people from content readers
into publishers.

10. Why Should I Care
Who’s Using It and For What?

11. 11
Potential Members are Online
» 1.3B internet users worldwide
» Nearly 75% of US Households
subscribe to an internet service
» 92% of households with annual
incomes over $70K are internet
subscribers2
» 55% of all US Households have
high-speed Internet Access3

12. About Social Networks
1
Social Networks are Not Just a Teen Fad
• 37% of US adult Internet users and 70% of teens use Social Networks
• Nearly 50% of all page views on the web are on social networking sites
2
Advertisers are There Already
• Online spending on Social Network advertising will grow 75% in 2008 to $2.2
billion
3
Demographics are moving toward society as a whole
• Largest growing demographic of Facebook is 40+ women
• YouTube demographics mirror US as a whole
Source: eMarketer, “Social Network Marketing
Ad Spending and Useage”, December 2007;
BusinessWeek “Generation MySpace is Getting
Fed Up”, February 7, 2008

14. Twitter
» Micro-blogging
» Good for:
+ Immediate feedback on a subject
+ Establishing expertise and following experts in your field
+ PR – I’ve connected with journalists in a way I’ve never been able to before.
» Tone
+ Professional but more casual
+ Don’t recommend posting what you had for breakfast. Post useful information,
such as a good article you’ve just read.
+ Some spammers (but you don’t have to follow them)

15. Twitter
» Who’s One There
+ Journalists/News Media
+ Business Leaders – I see most vertical represented
+ Politicians & Entertainers
+ Interest Groups
+ Almost Everybody (Mainstream)

16. Twitter Tools
» http://twistori.com = running commentary/art project
» http://twitturly.com/ = Crowd sourcing of URLs being talked about
on Twitter
» http://whoshouldifollow.com = recommendations on who is
Tweeting things you might be interested in
» http://www.nambu.com/
» TweetDeck.com= Twitter organization software
» iTwitter = iPhone application that will allow you to Tweet from your
phone = good for publishing info from a meeting or conference

20. Facebook
» Social Networking Site (Started as College Alumni Membership Site)
» Good for:
+ Socializing with family and friends
+ More recently has been used for business
+ Advertising and targeting information to specific users
+ Create company pages
» Tone
+ Very casual
+ Struggle going on between Friends and Family use and Business use
+ Full control of content you see, people you connect with
+ Has taken some heat for not allowing people to delete profiles

21. Facebook
» Who’s On There
+ Your neighbors
» (#1 Social Networking site based on monthly unique site visitors)

23. Facebook Apps

26. Flickr
» Photo Sharing and Geo-targeting
» Good for:
+ Storing images you want to publish on other web properties such as (your
website, social media sites, Google maps, etc)
» Categorizing images and organizing them around meta data
+ Sourcing images to use in your materials
+ PR – Publish images for media
» Tone
+ Professional
+ Photo focused, not editorial

27. Flickr
» Who’s One There
+ Less about groups, more
individuals
+ Almost Everybody (Mainstream)
+ Host images on Flickr but show
them on your own site
» See example
(http://www.achievempls.org/
news_and_publications/medi
a_gallery/)

30. MySpace
» Social Networking Site (Started as College Alumni Membership Site)
» Good for:
+ Socializing with family and friends
+ Keeping up with music or popular entertainment
+ Advertising and targeting information to specific users
» Tone
+ Very casual, not professional
+ Users can customize their own page, so there’s lots of ugliness out there
+ Full control of content you see, people you connect with

31. MySpace
» Who’s One There
+ All about socializing
+ Much about music and popular culture
+ June 2006, MySpace was the most popular social networking site in the
United States.
+ According to comScore, MySpace was overtaken internationally by main
competitor Facebook in April 2008, based on monthly unique visitors.

32. MySpace Apps
» MySpace Mobile
» MySpace News
» MySpace Classifieds
» MySpace Karaoke
» MySpace Polls
» MySpace Forums

34. MySpace
» Social Networking Site (Started as College Alumni Membership Site)
» Good for:
+ Socializing with family and friends
+ Keeping up with music or popular entertainment
+ Advertising and targeting information to specific users
» Tone
+ Very casual, not professional
+ Users can customize their own page, so there’s lots of ugliness out there
+ Full control of content you see, people you connect with

35. MySpace
» Who’s One There
+ All about socializing
+ Much about music and popular culture
+ June 2006, MySpace was the most popular social networking site in the
United States.
+ According to comScore, MySpace was overtaken internationally by main
competitor Facebook in April 2008, based on monthly unique visitors.

36. MySpace Apps
» MySpace Mobile
» MySpace News
» MySpace Classifieds
» MySpace Karaoke
» MySpace Polls
» MySpace Forums

39. YouTube
» Video Sharing and Rating Site (now owned by Google)
» Good for:
+ Publishing video off your site where people can find it
+ Can set up a “channel” of content
+ Organizing and publishing video content that can be imbedded in your site with
a YouTube player
+ Advertising and targeting information to specific users
» Tone
+ Casual to professional, depending on the content you are looking for
+ User can rate content – shown by popularity
+ Levels of publishing (advertiser, affiliate, member)

40. YouTube
» Who’s One There
+ Everyone (mirror demographic of the current U.S. Population)
+

41. YouTube Channels
» User Channel
» Affiliate Channel
» Advertiser Channel

45. LinkedIn
» Professional Networking Site
» Good for:
+ Staying connected with former clients, colleagues, work connections
+ Keeping up to date on where people are working
+ Prospecting, hiring and promoting an expertise
+ Developing a company profile
» Tone
+ Very professional, focused on work
+ Had minimal connectivity tools until the last few years.
+ Full control of content you see, people you connect with
+ Creates company pages based on individual listings from employees

46. LinkedIn
» Who’s One There
+ Professionals
+ Companies
+ Professional Organizations
+ Recruiters

47. LinkedIn Apps
» Create your reading list
» Post questions to your connections
» Join professional groups or establish one
» Publish presentations

48. Start with LinkedIn, Flickr & YouTube
How to Get Started

49. Why Do It
» If you are a professional, this will help make you easier to find
online
» If you have a website that promotes your business, social media
publishing will help your website visibility
+ Do a search on your name – are you happy with what you see?
+ Social media publishing can help with your overall positioning in the
marketplace

50. How to Get Started
» LinkedIn
+ Pull out a resume to build your profile
+ Get a friend or two to right a recommendation for you
+ Use industry keywords to help get you visibility
+ Search to see you any industry organization you already belong to has a
presence and join
+ Join a new group
+ Contribute questions and answers now and then
+ Add your company

51. YouTube or Flickr
» If you have photos or video that you can publish add them to Flickr
and YouTube
» Easy to open account
» Make sure to tag your images with tags (one word identifiers of
what images/videos are or are about)

52. Online Analytics
Measuring Success

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If Nothing Else….Remember This

61. There Are Lots of Vendors Out There

62. Thank You for Participating
Sorry!

63. Thank You!
Lisa Helminiak
Principal | Strategist
Email: lisa.helminiak@azul7.com
» View a copy of this presentation at www.azul7.com/blog