I Con Social Media

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I Con Social Media

  1. 1. Social Media Marketing<br />Tom Torello<br />Executive Director, Marketing Communications<br />Ithaca College<br />ttorello@ithaca.edu<br />
  2. 2. Social Media<br />Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings - Wikipedia<br />Social Media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It&apos;s a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)<br /> - Brian Solis<br />
  3. 3. Why should we care?<br />18%: TV ad campaigns generating positive ROI<br />$.54: avg. return on $1 spent on advertising<br />84%: B2B marketing campaigns resulting in falling sails<br />14%: People who trust advertising information<br />90%: People who can skip TV ads that do<br />100%: Increase in ad spending to generate 1-2% increase in sales<br />Justin Kirby & Paul Marsden (2006). Connected Marketing<br />
  4. 4. Today<br />Blogs<br />Social networks<br />Video sharing<br />Twitter<br />RSS<br />Buzz Monitoring<br />
  5. 5. Blogs<br />Over 184 million blogs (as of March 2008)<br />In 2008, 13% of the Fortune 500 companies were blogging compared to 41% of college admission departments<br />Top blogs:<br />Huffington Post<br />Engadget<br />Daily Kos<br />Gadling<br />Parentdish<br />
  6. 6. Blogs: What businesses are doing<br />Communicate to customers – reinforce the brand<br />77% of internet users read blogs <br />26% of bloggers write about products and services they use<br />Get instant feedback<br />36% of internet users think more positively about brands that blog<br />Establish yourself as thought leader<br />Track industry leaders – spot trends<br />Media outlet<br />
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  11. 11. Blogging Tips<br />Blog often, but have something to say<br />Use RSS feeds<br />Refer to other blogs<br />Incorporate multi-media (podcasting)<br />Allow comments<br />Keep it casual<br />Sites:<br />Blogger.com - TypePad.com<br />Wordpress.com - Mulitpy.com<br />
  12. 12. Social Networking<br />Facebook<br />200 Million users<br />100 million log in each day<br />Fastest growing segment is 30+<br />Avg. age is 26<br />10 Billion photos - #1 photo sharing site<br />3 Billion minutes spent on Facebook each day (up 700% in last year)<br />75% of prospective U.S. students active on Facebook<br />Other social networks<br />LinkedIn – professional networking, 12 million users<br />MySpace – more users, less traffic<br />Targeted social networks<br />Ning<br />Social Engine<br />
  13. 13. Social Networks: What businesses are doing<br />Tapping into existing social networks<br />Creating fan pages<br />Promotion through social bookmarking sites<br />Digg<br />Reddit<br />Del.icio.us<br />Targeted advertising<br />Creating communities<br />Engaging customers and connecting them with each other<br />Creating new networks<br />Creating affinity around product or product category<br />
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  16. 16. - 35,000 people within 25 miles of Ithaca on Facebook<br /><ul><li>Pay per “click” or impression (FB will give you est.)
  17. 17. Set a daily budget </li></li></ul><li>
  18. 18. IC Peers<br />2,500+ accepted students<br />
  19. 19. Micro-blogging: 140 characters sent via phone or computer.<br />5 Million U.S. users<br />1 Million “tweets” per day (3700% increase in one year)<br />Mobile based<br />1569 Followers (150% increase in 8 mo)<br />338 Followers (150% increase in 8 mo)<br />
  20. 20. Twitter: What businesses are doing<br />Immediate, brief, updates.<br />Last minute deals<br />Event promotion<br />Connecting with experts and sharing information<br />Customer relationship marketing<br />Introducing brands to new audiences<br />
  21. 21. From The CEO of Zappos:<br />Why Twitter?<br />1.Transparency & Values: Twitter constantly reminds me of who I want to be, and what I want Zappos to stand for <br />2. Reality: Twitter encourages me to search for ways to view reality in a funnier and/or more positive way <br />3. Helping Others: Twitter makes me think about how to make a positive impact on other people&apos;s lives <br />4. Gratitude: Twitter helps me notice and appreciate the little things in life <br />
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  24. 24. Twitter Tips<br />Tweet often, but have something to say<br />Follow others (and you will be followed)<br />Know the culture<br />Use small URLs<br />Retweet others<br />
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  26. 26. Video Sharing<br />14.8 billion online videos viewed by U.S. internet users<br />76.8 percent of the total U.S. Internet audience viewed online video. <br />The average online video viewer watched 356 minutes of video (approximately 6 hours)<br />100.9 million viewers watched 6.3 billion videos on YouTube.com (62.6 videos per viewer). <br />YouTube dominant with more than 43% share of all online videos viewed<br />Source: comScore<br />
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  28. 28. Video Sharing:What businesses are doing<br />Product demonstrations<br />Viral videos<br />Customer testimonials<br />
  29. 29. RSS<br />Really Simple Syndication<br />The ability to track a website without visiting it.<br />How businesses are using it:<br />Build website traffic<br />Syndicate through widgets<br />Advertising (pheedo)<br />Podcasting<br />
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  31. 31. Buzz Monitoring<br />Are people talking about your brand?<br />Who are the thought leaders in your industry?<br />What are customers and potential customers saying?<br />
  32. 32. Buzz monitoring tools<br />Technorati.com<br />Google alerts<br />RSS feeds<br />Tweetdeck (Twitter)<br />Alexa.com<br />YouTube/Flickr<br />Addictomatic.com<br />
  33. 33. A few resources<br />socialcustomer.com<br />marketingprofs.com<br />zappos.com<br />womma.com<br />www.danavan.net/technomarketing2008/<br />

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