Early 90s – Internet & email. Mid 90s – eCommerce. Everyone was rushing to the Dot Com boom. Everyone needed a website. Sites like eBay, Amazon and Google were springing up. Early 2000s – search engines really took off and business owners realized it wasn’t good enough to have a site. You had to have a site that people could find. You had to market your site and optimize your site be listed in directories and search engines. Mid 2000s – Online marketing really comes into play. We have Pay-Per-Click advertising, link exchanges, paid search engine submissions, and Google and other search engines launch paid inclusion. Today – social media is generating more buzz than anything, and businesses are starting to realize that there is a whole new world of marketing, advertising, sales, customer relations, damage control, and brand building to be found.
Has anyone in here ever read a blog? Has anyone ever posted a comment on a blog? Has anyone ever posted a blog? Does anyone use Skype? MySpace, Twitter or Facebook? What do you use these sites for?
Interactive site allowing publishing of content including commentary, event descriptions, news & information, graphics, video, music, and more. No technical experience is required. Most sites are free and user-friendly, but customizable. Because of this, anyone can start a blog. Anyone can post entries about topics they are interested in. Anyone can become an expert in a particular field.
Example of real blog. If you have seen this blog before, don’t give away yet. Frequently updated by multiple people within organization. Guest bloggers post when owners don’t have time. Always fresh, informative. Can reply & interact. Tags & Categories. Blogger info & photos. Human feel, accountability. What type of info do you see? Based on this, what type of organization do you think this is? NESTLE How is Nestle using this site? Are they trying to directly sell anything here? What audience do you think this is intended for? Who do you think would be interested in a lot of these topics? Who does this company choose to post guest blogs? This company chose the internet as a way to communicate with college kids. Do you think college kids spend a lot of time online? Permission Marketing brought to you by Nestle.
Excellent design. Clean, fresh, colorful. Again, not trying to directly sell anything. Providing information & advice. Blogger establishes himself as expert. Posts images, links, videos of interest to readers. Look @ entries. Not much writing involved. He’s sharing links that he thinks might help readers. He’s combed the web so someone else doesn’t have to. Topics on Right. Blog Subscription. Blogroll.
Microblogging – multimedia blogging allowing users to publish short, quick updates including text, photos, links, or short audio. Can be submitted via text message, instant message, email, website, or microblog application. Free. Allow replies and repost. Public, private or secured. Most popular site is Twitter. Anyone in here have an iPhone? Do you use it to surf the web, text or email? So do Twitter users. Blogging from an iPhone would take a lot of time, but with Twitter apps, you can easily post quick entries from anywhere. Does anyone in here text? One benefit of this over texting is you can save yourself money by update multiple people at once with only one text message, or you can go directly to the site and update for free & not use any text messages. If people reply to you, it doesn’t use ANY text messages. Private messages are available if you only want to update one person.
Twitter – quick, short updates called “tweets” – limit 140 characters. “Follow” feature lets users subscribe to each other. Only receive updates from people you follow and vice versa. Can block users or private message users. Custom page with profile, link to website and photo.
Started as a way for co-workers to collaborate by sending one text to unlimited people via the web. You can still access Twitter through text or website, but you also have options for Twitter applications for phone or PC, or via instant message and email. Unlike texting, it is 100% FREE. It asks “What are you doing?” and anyone can enter an update or “tweet” from anywhere.
31 = Higher age average than any other social networking site. More engaged in media. More likely to make online purchases, read or write blogs, comment on blogs, interact with sites and advertisements. Twitter Search use has tripled in the past few months. Used almost as much as Google Blog Search. Convenient. News breaks easily & quickly. Some say it might overtake Google. Michael Jackson, Billy Mays, Iran situation. In the past year, Twitter growth has been 1,202.18% - see why Google might be worried?
Twitter etiquette: if you retweet, always give credit!
Does anyone remember what I said “following” means on Twitter? This is an example of what a page would look like of people that you were following. Ellen = promote show, prizes she’s giving away, guests who will be on, music she’s listening to. People talk about yoga & their lives. They share links of interest. Rachel Lai (Intranet Online Marketing) reposted a link giving advice for businesses that use Twitter. Not only establishes her as expert, but establishes LJMoritz. LaLaMedia posts current projects and markets design skills.
Another example of Nestle doing a good job with social media. This is an example of what a real Twitter page looks like. Customizable colors & images. Layout won’t change. Where to find Following & Followers. Link to website. Photo. Updates encourage followers to reply & interact, or recommend articles of interest. Ask: is Nestle trying to directly sell their product? No. This is all permission marketing. LA Times & New York Times use Twitter for breaking news. LA Times has created over 100 Twitter pages for its employees and only follows employees, so you know if it’s a real LA Times employee or not. T-Mobile – damage control. See what others are saying about your company, respond to them directly. Offer advice, troubleshooting, talk about sales & promotions, and build relationships with customers and potential customers. The White House – started by Bush, continued by Obama. Get pulse of nation, see what’s being said, help country keep up with government affairs. Transparent. Accountable. Trustworthy. American Airlines – NOT using Twitter. Poser created “AmericanAirlines” Twitter page and used it for spam and false info. AA found out and had the page shut down, then created Twitter pages with every variation of their name that they could think of. But they still aren’t updating those pages. Other airlines ARE on Twitter & use for deals. AA could use Twitter for damage control.
Zappos – perfect example of company using social media. Twitter, blogging, YouTube. Many employees have twitter accounts and take part in videos & updates. They all follow each other so you know if you are reading updates from a real employee. Their pages combine business-related updates, including advice that could be applied to any business (not just Zappos), with personal updates, humor and “fun” stuff like sharing of videos, links and photos. Gives Zappos personal touch (makes people feel like they really know the employees) while marketing the business & managing their brand image. CEO photo, welcome message, contact numbers & email, links to Zappos blogs & websites. Nearly 1 million followers = over twice as many as they are following.
Let’s say you’re Margaret, industry expert & you’re on Twitter. Not many experts in this industry blog or Twitter. You have tons of followers turning to you for advice & info. You follow others in industry, read articles, share opinions. Find useful article, think it would benefit others in the industry, want to share the information. So you tweet a link to that article. Or you put the link in your next blog. You just combed the internet for someone else. You saved them time while giving insight on something they were interested in. And you further established yourself as an expert or reliable source of information. Permission Marketing is why social media is beneficial for everyone. Connect people. Build credibility. Keep visitors coming back for more.
Blog – in depth. Shows your knowledge in subject area. Lets you write more than 140 characters. Establishes relationships. If others like what they see, encourage them to follow you on Twitter for quick mini-updates. Twitter – quick, short messages. Spread word and build hype quickly. Not in depth. If you just posted a new blog entry, put the link on Twitter. Otherwise people might not think to look at your blog. Homework for next meeting – everyone think of one way that blogs, Twitter or social media could benefit DDW and be prepared to discuss the reasons why. Any questions?
Social Media: 101
What is Blogging, Twitter & Social Media: 101 Click Here to find out! Social Media?
Social Media: 101 Whenever a new technology is developed, people ask: “ How can I make this work for my business?” Early ‘90s Mid ‘90s Internet eCommerce Search Early 2000s Online Marketing Social Media Mid 2000s Today
Social Stats : <ul><li>4 th Most Popular Online Category – ahead of email! </li></ul><ul><li>’ 08 Community growth more than email, search, portals, & software sites </li></ul><ul><li>1 in every 11 minutes online </li></ul><ul><li>2/3 of ‘Net users visit regularly </li></ul><ul><li>Largest growth is in Europe. Largest use is in Brazil. -source: Nielsen </li></ul>Do you use blogs or social media?