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What is Social Media ?
The document provides guidance on how companies should approach social media. It emphasizes that social media is about conversations, not campaigns. It advises companies to listen to customers and engage with them in conversations rather than just broadcasting messages. It also stresses the importance of measuring social media efforts and tying metrics to business goals. Companies are warned that social media alone cannot fix problems like poor products or customer service. The overall message is that social media is a powerful tool for businesses if they use it to truly engage with customers in a conversational way.
What is Social Media ?
- 2. “ Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.” Avinash Kaushik, Analytics Evangelist, Google photo by Zellaby on flickr.com
- 3. Officially, though, socialmedia is not like teen sex.* * Phew!
- 4. Officially, social mediais “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” http://www.wikipedia.org
- 5. It’s also a fancyway to describe the zillions of conversations people are having online 24/7. photo by Kris Hoet on flickr.com
- 7. REASON #1 BECAUSE 3OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY. Forrester, The Growth Of Social Technology Adoption, 2008
- 8. REASON #2 BECAUSE 2/3OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS. Nielsen, Global Faces & Networked Places, 2009
- 9. REASON #3 BECAUSE VISITINGSOCIAL SITES IS NOW THE 4TH MOST POPULAR ONLINE ACTIVITY—AHEAD OF PERSONAL EMAIL. Nielsen, Global Faces & Networked Places, 2009 photo by Bruno Girinon flickr.com
- 10. REASON #4 Because timespent on social networks is growing at 3X the overall Internet rate, accounting for ~10% of all Internet time. Nielsen, Global Faces & Networked Places, 2009
- 11. REASON #5 Because socialmedia is democratizing communications. Big time. “ Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” Rupert Murdoch, Global Media Entrepreneur
- 12. REASON #6 BECAUSE SOCIALMEDIA IS LIKE WORD OF MOUTH ON STEROIDS.
- 13. Because, dear friend,social media is a force to be reckoned with. photo by Balakov on flickr.com
- 14. 13 HOURS The amountof video uploaded to YouTube every minute.
- 15. 412.3 YEARS The lengthof time it would take to view every YouTube video.
- 16. 100,000,000 The number ofYouTube videos viewed per day.
- 17. 13,000,000 The number ofarticles available on Wikipedia.
- 18. 3,600,000,000 The number ofphotos archived on Flickr.com as of June 2009. That’s roughly 1 photo per every 2 people on the planet.
- 19. 1382% The monthly growthrate of Twitter users from January to February 2009.
- 20. 3,000,000 The average numberof Tweets per day on Twitter.com
- 21. 5,000,000,000 The numberof minutes spent on Facebook each day.
- 22. 1,000,000,000 The amount ofcontent (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook.
- 23. “ The word blog is irrelevant. What's important is that it is now common, and will soon be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world.” Seth Godin, Author
- 24. 5,000,000 The number ofactive Barack Obama supporters across 15 social networks. photo by jmtimages (better!) on flickr.com
- 25. 14,200,000 The number ofviews Obama’s famous “Yes We Can” video got on YouTube. An additional 15 of the 1,800 official and 139,000 unofficial Obama videos received over 1 Million views. photo by EricaJoy on flickr.com
- 26. $6,500,000 The amount ofmoney 3 Million online donors contributed to the 2008 Obama campaign. photo by jmtimages (better!) on flickr.com
- 27. IF FACEBOOK WERE ACOUNTRY, IT WOULD BE THE 8TH MOST POPULATED IN THE WORLD, JUST AHEAD OF JAPAN. Mark Zuckerberg, January 7, 2009
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- 29. 93% OF SOCIALMEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA. Cone, Business in Social Media Study, September 2008
- 30. Believe it ornot, that doesn’t mean that 93% of social media users think companies should treat social media as yet another channel for broadcasting bullsh*t.
- 31. YOU SEE, IT’SSUPPOSED TO BE A DIALOGUE, NOT A MONOLOGUE.
- 32. “Marketers don't understandchannels where you have to talk and listen at the same time... The marketing industry's idea of a two-way communication is to put an 800 number or a web address in an ad and take orders.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
- 33. This couldn't bemore obvious than with email. Your company has a chance to turn its email list into a two-way communication. Except that most mass emails from companies are "do not reply". "We want to talk to you," they say. "But we don't want to hear back from you. Unless you want to place an order, and if so click here." Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
- 34. “ The people in charge of talking are in the marketing department. The people in charge of listening are in the research or service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009 photo by Jamie Mellor on flickr.com
- 35. “ Thiswon't fly in social technology because the minute you talk, people expect you to listen. And if you start to listen, you'll be tempted to talk. It's a full-duplex channel that befuddles one-way marketers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
- 36. FACT: Social media playtime is over.* *See http://www.forrester.com/Research/Document/Excerpt/0,7211,47665,00.html for more on that topic.
- 37. SO, PLEASE. * STOP PLAYING AROUND & GET SERIOUS ABOUT HARNESSING THE POWER OF THIS THING. *C’mon, I said please.
- 38. 85% of socialmedia users believe that a company should go further than just having a presence on social sites and should also interact with its customers. Cone, Business in Social Media Study, September 2008
- 39. “ For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.” BusinessWeek, February 19, 2009 photo by Archie McPhee Seattle on flickr.com
- 40. Unfortunately, most companies arestill treating social media like JUST another marketing channel. * *Oops.
- 41. When in fact, it’s so much more.* *Wait for it...
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- 50. photo by cyndie@smilebig!on flickr.com
- 51. Hope is not astrategy. photo by quest for the heartstone on flickr.com
- 52. photo by eye2eyeon flickr.com STOP THINKING “CAMPAIGNS”. START THINKING “CONVERSATIONS.
- 53. photo by Malingeringon flickr.com
- 54. And because I’D hate tosee you mess IT ALL up, I’LL ADD THIS TINY BIT OF ADVICE:
- 56. photo by arlenon flickr.com IF YOUR PRODUCT SUCKS, SOCIAL MEDIA WON’T FIX IT.
- 57. (HOWEVER, IF YOURCUSTOMER SERVICE SUCKS, SOCIAL MEDIA CAN HELP.)
- 58. photo by gari.baldion flickr.com IF YOUR REPEAT BUSINESS SUCKS, SOCIAL MEDIA CAN HELP.
- 59. IF YOUR COMPANY’SWORD OF MOUTH SUCKS, SOCIAL MEDIA CAN HELP.
- 60. Final words of wisdom:* *a.k.a. The dramatic finale.
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- 62. RULE #1: LISTEN •Google Alerts • TweetDeck • SocialMentions • RSS (FOR STARTERS)
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- 64. RULE #3: MEASURE •Audience • Engagement • Loyalty • Influence • Action (METRICS SHOULD MAP TO GOALS. PERIOD.)
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- 66. Espresso THANK http://brandinfiltration.com YOU TORONTO e: jacquelyn@brandinfiltration.com t: @infiltrators VERY BOSTON e: marta@brandinfiltration.com MUCH t: @mzkagan All photos in this presentation were purchased from iStockPhoto.com unless otherwise noted.