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Social Media Marketing

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David Erickson & Blois Olson of Tunheim Partners discussed social media and conversational marketing at the University Of Minnesota Communicators Forum on March 17, 2009.

Social Media Marketing

  1. 1. Message + Medium + Mission: Social Media Marketing 03/17/09 Tunheim.com
  2. 2. Who We Are: About Tunheim Partners <ul><li>Well-regarded thinking and crisp execution – </li></ul><ul><li>these are the building blocks of Tunheim Partners. </li></ul><ul><li>Our clients turn to us to help them capitalize </li></ul><ul><li>on important communications opportunities. </li></ul><ul><li>We respond with insightful counsel and service </li></ul><ul><li>to help them achieve their objectives. </li></ul>
  3. 3. Is Traditional Media Still Important <ul><li>Yes </li></ul><ul><li>Still “primes the pipe.” </li></ul><ul><li>Traditional reporters still add authority. </li></ul><ul><li>Traditional media is increasingly becoming social media. </li></ul>
  4. 4. Offline Media Use Continues To Change <ul><li>TV is for live events & breaking news </li></ul><ul><li>Newspaper and magazine subscriptions continues to fall </li></ul><ul><li>Radio use beginning to drop (iPod/iPhone?) </li></ul>The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
  5. 5. Does Traditional Media Relations Still Work? <ul><li>Traditional is almost never enough </li></ul><ul><li>Online no longer an after-thought </li></ul><ul><li>Traditional works great in concert with social media </li></ul><ul><li>Media relations means everyone </li></ul><ul><li>Social media can drive traditional news </li></ul>Answer: Yes, But It’s Expanding Online
  6. 6. Social = Spreading The Word <ul><li>Everyone has an opinion </li></ul><ul><li>Opinions count. More than ever! </li></ul><ul><li>No barrier to entry </li></ul><ul><li>There are powerful conversations online </li></ul><ul><li>Even small conversations are powerful </li></ul><ul><li>Search is the great equalizer </li></ul>
  7. 7. Life of a Gen X or Boomer <ul><li>Reads print </li></ul><ul><li>Mobile phones for voice, not info </li></ul><ul><li>Aggregate online information (iGoogle) </li></ul><ul><li>Online use is not social </li></ul><ul><li>Trust experts but rely on peer reviews </li></ul><ul><li>When they create, they rate & review </li></ul><ul><li>Personalized portals for news & financials </li></ul><ul><li>Veracity of sources important </li></ul><ul><li>Heavy email users </li></ul>The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
  8. 8. Life of a Millennial <ul><li>Some magazines, no newspapers </li></ul><ul><li>No land-line </li></ul><ul><li>On-demand TV </li></ul><ul><li>Will pay for digital content </li></ul><ul><li>Trust peers more than experts </li></ul><ul><li>Veracity of source unimportant </li></ul><ul><li>Community-centric </li></ul><ul><li>Live with an audience </li></ul><ul><li>Mobile lives </li></ul><ul><li>TV for video games </li></ul><ul><li>Want portable content </li></ul><ul><li>Want to be heard (user generated) </li></ul><ul><li>Text Messagers. Email for parents </li></ul><ul><li>Expect video content </li></ul>The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project - USC Annenberg School--Center for the Digital Future
  9. 9. Technographics Forrester Research
  10. 10. Social Media <ul><li>Friends lists </li></ul><ul><li>Status updates </li></ul><ul><li>Comments </li></ul><ul><li>Uploading/sharing/customizing content </li></ul><ul><li>Liking/Tagging/Rating/Reviewing </li></ul><ul><li>Peer-to-peer influence </li></ul><ul><li>Word of Mouth on Steroids </li></ul>
  11. 11. Social Media Examples <ul><li>Blogs </li></ul><ul><li>Second Life </li></ul><ul><li>Facebook/MySpace/LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>Digg/Delicious </li></ul><ul><li>Wikipedia </li></ul>
  12. 12. Key Online Performance Indicators <ul><li>Traditional Online Measurement Criteria: </li></ul><ul><li>Donations </li></ul><ul><li>Subscribes/Unsubscribes/Open Rate </li></ul><ul><li>Form Submissions </li></ul><ul><li>Page Views </li></ul><ul><li>Visitors, Return Visitors </li></ul><ul><li>Search Metrics (i.e. Google ranking) </li></ul><ul><li>Media Mentions </li></ul><ul><li>Materials Downloads </li></ul>
  13. 13. Key Online Performance Indicators <ul><li>Future Online Measurement Criteria: </li></ul><ul><li>Beyond direct convertibility </li></ul><ul><li>Community membership </li></ul><ul><ul><li>Are you a valued member </li></ul></ul><ul><ul><li>Is target audience joining your community? </li></ul></ul><ul><li>Feed subscriptions (blog, video, podcast, news, etc.) </li></ul><ul><li>Highly rating your post, video, article, etc. </li></ul><ul><li>Embedding widgets </li></ul><ul><li>Sharing your message </li></ul>
  14. 14. Effective Social Media Use <ul><li>Empowerment </li></ul><ul><li>Engagement </li></ul><ul><li>Relationships </li></ul>
  15. 15. <ul><li>Go to your audience </li></ul><ul><li>Be compelling </li></ul><ul><li>Be relevant </li></ul><ul><li>Be a resource </li></ul>
  16. 16. <ul><li>Identify enthusiasts </li></ul><ul><li>Encourage audience to become resources </li></ul><ul><ul><li>eBay forums </li></ul></ul><ul><li>Help them tell your story </li></ul><ul><li>Does your message have value? </li></ul>
  17. 17. <ul><li>First person </li></ul><ul><li>Converse, don’t broadcast </li></ul><ul><li>Become a forum </li></ul><ul><li>Be trustworthy </li></ul><ul><li>Provide expertise </li></ul>
  18. 18. Blogs <ul><li>Original social media </li></ul><ul><ul><li>First person, comments </li></ul></ul><ul><li>Search engine positive </li></ul><ul><li>Bloggers are highly influential </li></ul><ul><ul><li>Trusted </li></ul></ul><ul><ul><li>Multiple channels </li></ul></ul><ul><li>You too can blog! </li></ul><ul><li>Need passion, commitment & discretion </li></ul><ul><li>Blogger relations </li></ul>
  19. 19. Virtual Worlds (Second Life)
  20. 20. Not Your Children’s Facebook Anymore
  21. 21. Social Network Sites <ul><li>Demographic targeting </li></ul><ul><li>Brand reach through trusted sources </li></ul><ul><li>Top of mind </li></ul><ul><li>Identify passionate individuals & communities </li></ul><ul><li>Encourage & participate in communities </li></ul><ul><li>Mobilize </li></ul><ul><li>Example: Facebook “Causes” </li></ul>
  22. 22. Social Network Sites
  23. 23. Facebook Example: U of M
  24. 24. Facebook “Causes” <ul><li>Facebook Application </li></ul><ul><li>26.8M daily active users </li></ul><ul><li>Leverages networks/communities of interests </li></ul><ul><li>Allows direct (& immediate) donation </li></ul>
  25. 25. DIY Social Network Sites: ning.com
  26. 26. Twitter (microblogging) <ul><li>Blogging, IM, texting & social networks </li></ul><ul><li>Update using IM, text or web </li></ul><ul><li>Microcontent: 140 characters </li></ul><ul><li>Relationship building, bit by bit </li></ul><ul><li>Content creators </li></ul><ul><li>Useful for: </li></ul><ul><ul><li>Sentiment analysis – search.twitter.com </li></ul></ul><ul><ul><li>Expert positioning </li></ul></ul><ul><ul><li>Media/blogger/industry relations </li></ul></ul><ul><ul><li>Event/Live Blogging </li></ul></ul>
  27. 27. Twitter (microblogging)
  28. 28. Online Video: The Future is Now <ul><li>“The fact is that people don’t read anymore.” </li></ul><ul><li>Steve Jobs: When asked why Apple did not include an eBook reader on the iPod or iPhone </li></ul>
  29. 29. Online Video Use
  30. 30. Video & Photo Communities <ul><li>YouTube (Video) and Flickr (Photos) </li></ul><ul><li>Free Hosting </li></ul><ul><li>Makes your multimedia easier to find </li></ul><ul><li>Self selected audience </li></ul><ul><li>Pictures tell stories </li></ul><ul><ul><li>Emotional impact </li></ul></ul><ul><li>Search Optimize & Tag </li></ul><ul><li>Video is more viral than photos </li></ul>
  31. 31. Online Video Activities
  32. 32. Video and Photo Communities
  33. 33. Communities of information <ul><li>Digg – Social news </li></ul><ul><li>Delicious.com – Social bookmarking </li></ul>
  34. 34. Wiki’s <ul><li>What is a wiki? </li></ul><ul><li>A user-edited compilation of knowledge (Wikipedia, Etc.) </li></ul><ul><li>Easy to edit – usually by anyone </li></ul><ul><li>Allows branching of content (linking between wiki pages) </li></ul><ul><li>Crowdsourcing & collaboration </li></ul><ul><li>Your Own Wiki: </li></ul><ul><li>Generate a knowledge base </li></ul><ul><li>Planning and documenting </li></ul><ul><li>Inter/Intra-organization communications </li></ul><ul><li>Often requires a guide/facilitator & an editor-in-chief </li></ul><ul><li>OpenPlans (www.openplans.org) </li></ul>
  35. 35. Wiki’s: OpenPlans.org
  36. 36. Search Engine Optimization (SEO) <ul><li>Optimize all online content: </li></ul><ul><ul><li>Web pages & blog posts </li></ul></ul><ul><ul><li>Social media accounts </li></ul></ul><ul><ul><li>Media releases </li></ul></ul><ul><ul><li>Video, photos, etc. </li></ul></ul><ul><li>Title, Description & Tags </li></ul><ul><li>Write for humans, then SEO </li></ul><ul><li>Keyword Research </li></ul><ul><ul><li>google.com /insights/search </li></ul></ul><ul><ul><li>freekeywords.wordtracker.com </li></ul></ul><ul><li>Link to your content </li></ul>
  37. 37. Old(-ish) Media -Viral Content <ul><li>Web pages </li></ul><ul><li>Email </li></ul><ul><li>Contests (New Media Too!) </li></ul><ul><li>Via Email </li></ul>
  38. 38. New Media - Viral Content <ul><li>Social media </li></ul><ul><li>Videos & photos </li></ul><ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Contests </li></ul><ul><li>Games </li></ul><ul><li>Email </li></ul>
  39. 39. U.S. Podcast Audience <ul><li>Total Podcast audiences are expected to increase 500 percent from 2006 to 2010 from 10 million to nearly 50 million </li></ul><ul><li>- Marketing News July 15, 2006 (eMarketer Inc). </li></ul><ul><li>Active Podcast audiences are also expected to increase 500 percent from 2006 to 2010 from 3 million to nearly 15 million </li></ul><ul><li>- Marketing News July 15, 2006 (eMarketer Inc). </li></ul>
  40. 40. Cell phones <ul><li>Talkative: 18 to 24 averaged 290 calls a month in 2007. </li></ul><ul><li>Text crazy: 13- to 17-year-olds averaged 435 messages a month in 2007 </li></ul><ul><li>45 to 54 years averaged 194 calls a month & sent only 57 text messages </li></ul><ul><li>Millennials continually connecting throughout the day </li></ul><ul><li>Text Messages are symbolic gestures of friendship – private conversations </li></ul>
  41. 41. Contact <ul><li>Web </li></ul><ul><ul><li>Tunheim.com </li></ul></ul><ul><ul><li>e-Strategy.com </li></ul></ul><ul><ul><li>e-StrategyBlog.com </li></ul></ul><ul><ul><li>SlideShare.net/TunheimPartners </li></ul></ul><ul><li>Email </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Phone </li></ul><ul><ul><li>952-851-1600 </li></ul></ul>

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