The document provides an overview of social media and how businesses can utilize various social media platforms. It discusses the rise of social media and how customers now rely more on peer recommendations than traditional advertising. It then summarizes the key uses of many popular social media sites like Facebook, Twitter, LinkedIn, YouTube and others to help businesses with goals like brand awareness, lead generation, sales, customer service and talent recruitment.

1. Presentation Social Media: People are Talking How to Choose Social Media for Business Success! December 4, 2009

2. Question What do you think of when someone says Social Media ?

3. Confession You are NOT going to walk away today knowing the right tool to achieve your corporate marketing, branding, and selling goals.

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

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

6. Why Should You Care? Your customers are empowered THEY ARE TALKING AND THEY TRUST EACH OTHER MORE THAN THEY TRUST YOU! 3 out of 4 Americans use social technology (Forrester, The Growth Of Social Technology Adoption, 2008) Time spent on social networks is growing at 3x the overall internet rate, accounting for 10% of all internet time. (Nielsen, Global Faces & Networked Places, 2009) Online word-of-mouth (WOM) is second only to in-person recommendation in influencing a purchase.

7. Why Should I Care? Less effective marketing & advertising MARKETING SPEAK IS SOUNDING PHONY. WE ARE SEEING A FUNDAMENTAL SHIFT IN HOW PEOPLE MAKE DECISIONS TO BUY. TIVO / Online video consumption Can/SPAM, Opt Out Do Not Call Registries In 2008, eight in 10 holiday shoppers reportedly read web reviews of products, a number likely to increase this season. (Jupiter Research) Consumers expect transparency, not perfection

8. Why Should I Care? Real Time Internet (Information & Search) AFTER TWITTER EVERYTHING CHANGED Bing and Google announce they will start Indexing and showing Tweets in Search results Users will be able to see up to the minute information on any brand….what’s being said right now. This will be a key component to helping your brand/business be found and findable online

9. Social Media is Changing Everything Hot Being Helpful Useful How can I help you, Mr. Yamamoto? How can I help you, Mr. Yamamoto? Relevance Not The Big Idea Push Demographics Focus Groups Noise

12. The Basics Who’s Using Social Media and For What?

13. Your Audience is Online 1.6B internet users worldwide Neilsen Internet Usage and World Population Statistics are for June 30, 2009 80 % of Americans have a computer in their home and nearly 92% of those households have internet access 92% of households with annual incomes over $70K are internet subscribers 2 63% of all US Households have high-speed Internet Access 3

14. Your Audience is Using Social Networks Source: eMarketer, “Social Network Marketing Ad Spending and Useage”, December 2007; BusinessWeek “Generation MySpace is Getting Fed Up”, February 7, 2008 comScore, social media advertising Aug. 2009 Pew Internet and American Life Project survey, conducted Aug. 18 – Sept 14, 2009 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 13.8 billion impressions which adds up to over 25% of all online display advertising was on social media sites in August 2009. $1.2 Billion will be spent in 2009 on social media advertising 3 Demographics are moving toward society as a whole Largest growing demographic of Facebook is 40+ women YouTube demographics mirror US as a whole Twitter’s average age is 31

15. How Can Social Media Help Gain brand awareness Increasing leads Sell stuff Improve customer service Develop a better product Find the best talent

16. Nice promotional and social tie in Gain brand awareness

17. Gain Brand Awareness

28. Two Local Stories Increasing leads

29. Increase Leads

35. Increase Leads

37. Not so local examples Sell stuff

38. Sell Stuff

43. The Good, The Bad & The Ugly Improve customer service

44. Improve Customer Service

48. Listening Posts Develop a better product

50. Build a Better Product

52. Looking for ideas and initiative Find the Best Talent

54. Find the Best Talent

57. Start with Listening How to Get Started

58. STEP 1 Listen… Listen … Listen Tools (Google Alerts, Radian 6, SM2, Search, Twitter) Set up your own profiles to learn

59. STEP: 2 Make a Plan Define your audience Find out where they are Determine why you want to ENGAGE with them Determine what you want to LEARN from them Remember this is not MARKETING in the traditional sense.

60. STEP 3 Create your community Based on plan and strategy, not the tools Don’t just set up a Facebook site because everyone says you have to have it.

61. STEP 4 Engage your community (it’s 24x7) Have an editorial plan Have a crisis plan Be spontaneous Staff it

62. If Not for Your Company….Maybe for YOU! 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

63. 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

64. 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)

65. Social Media Analytics Measuring Success

66. Best Practices and ROI There are beginning to be case studies of success in social media and the ROI models are just being formed Give me your card or email me and I’ll send you the Forrester ROI excel worksheet…lisa.helminiak@azul7.com

67. Social Media Monitoring Tools

72. If Nothing Else….Remember This <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> try { var pageTracker = _gat._getTracker(&quot;UA-7323138-1&quot;); pageTracker._trackPageview(); } catch(err) {}</script>

76. Thank You for Participating

77. Thank You! Lisa Helminiak Principal | Strategist Email: [email_address] View a copy of this presentation at www.azul7.com/blog Thank you to Jim Poole and the James J. Hill Library (http://www.jjhill.org)

78. Bonus Material

80. Twitter Micro-blogging Good for: Immediate search and general 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)

81. Twitter Who’s There Journalists/News Media Business Leaders – I see most vertical represented Politicians & Entertainers Interest Groups Almost Everybody (Mainstream) and getting younger

82. 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

85. 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 & other privacy matters.

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

87. Create Applications to Sell or Support your Brand

88. Facebook Apps

91. Flickr Photo Sharing and Geo-targeting (owned by Yahoo) 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 to social Photo focused, not editorial

92. Flickr Who’s There Less about groups, more individuals Professional photographers Almost Everybody (Mainstream) Host images on Flickr but show them on your own site See example (http://www.achievempls.org/news_and_publications/media_gallery/)

95. MySpace Social Networking Site Good for: Socializing with family and friends Keeping up with music or popular entertainment Advertising and targeting information to specific users MySpace Music is the area growing fastest on MySpace 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

96. MySpace Who’s 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.

98. MySpace Apps MySpace Mobile MySpace News MySpace Classifieds MySpace Karaoke MySpace Polls MySpace Forums

100. Ning Social Networking Site ( White Label Site – Start Your Own) Good for: Create your own social network Interest area networking Tone You create the tone Administrators can customize their own page but there are design controls (more like LinkedIn) Full control of content you see, people you connect with Can be a closed network or open depending on need

101. Ning Who’s There The people you invite

104. YouTube Video Sharing and Rating Site ( 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)

105. YouTube Who’s on There Everyone (mirror demographic of the current U.S. Population)

106. YouTube Channels User Channel (Sign up for a user channel today) Affiliate Channel Advertiser Channel

110. 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 Online resume and 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

111. LinkedIn Who’s On There Professionals Companies Professional Organizations Recruiters

112. LinkedIn Apps Create your reading list Post questions to your connections Join professional groups or establish one Publish presentations Use Tripit tool to let people know where you are