achca 2009 winter marketplace
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Presentation for ACHCA 2009 Winter Marketplace in Las Vegas on December 6, 2009TRANSCRIPT
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Social Media 101
Amandavega.com
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Tyler HurstMost influential Twitter user in Phoenix*
VP of Amanda Vega Consulting
Blogger, writer, editor
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Amanda Vega 22nd employee of
AOL
Built WebMD
Banana Republic, British Airways, LG
Offices in Phoenix, NYC and Shanghai
December feature in O Magazine
EO Member
Married to a real ninja
Pink Porsche, lover of pugs and red-bottom shoes
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What is social media? Many to many
Interconnected, nearly real time
The great flattener
Living record of human communication
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Is it advertising? “Advertisers don’t believe it’s worth
advertising to smart people, because smart people don’t pay attention to brand. Smart people make an actual choice, they can’t be tricked or convinced. They research. So we can’t sell ads to a network for smart people.”
-Leo Laporte, TWiT, 146k+ reach
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Why does it matter? Your customers are out there
Data mining, market research
Connect quickly and personally
Competition?
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Stats Twitter usage up 3200%
Facebook up 700%
YouTube up 400% (mobile uploads)
YouTube has 1 BILLION hits per day
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So…what is Twitter? 140 characters
Web and mobile enabled
Comm channel, not a social network
Searchable, trackable and indexable
Cocktail party or stream
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Follow me, follow you Follow or not follow?
Quality versus Quantity
Follower Ratio
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@replies @usernames
Replies to others
Mentions to others
Get yourself out there
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Follower Demo! Ten lucky people
One leader
Raise your hands!
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Direct Messaging (dm) Must follow to dm
Can be sent as text or email
d username
Limit applies
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ReTweets (RTs) RT @username: “whatever he said”
Watch for limit
Add your take at beginning
“whatever she said” (via @username)
“something they told you” (h/t @username)
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#hashtags Easily trackable
Clicks go to search page
Expire after a few days
Denote campaigns, conferences
COMPLETELY ARBITRARY
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Twitter Uses Market research or data mining
Brand messaging
Customer Service
Tweetups!
#pfn, #dtfn, #wvfn, #evfn
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How to get ReTweeted Link up! (not TinyURL)
Ask for it
Not a chat room
Be smart
NO semicolons
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More ReTweet Tips Break news!
Use proper nouns…properly
Be positive
4pm on Friday
Dan Zarrella
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Facebook Closed social network
300 million users
Founded for college students
Privacy controls
Opt in
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Facebook uses Fan pages
Event planning
Picture/Video sharing
AOL 2.0
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Status updates @replies, similar to Twitter
Cross post
Tag anything
Share articles
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Business use Branding
Targeted advertising buys
Fan interaction
Events!
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Privacy Public versus private
Adjustable settings
Approve requests
Limited profiles
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LinkedIn Closed social network
More particular
Online resumé
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How can I use it? Get recommended
Build your reputation
Connect while traveling
Trusted connections
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Why should I use it? Make introductions
Form a network
Career opportunities
Extended learning
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General Tips Transparent, authentic and honest
Fill out your profiles
Use a real picture
Check once a day
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Success Stories Kabuki
Liberty Market
Sidebar Phoenix
Cheerios
Competitive Fit
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Kabuki Corporate Julia goes for Happy Hour
Blog post by me
Twitter reaction
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Liberty Market Joe follows competitor’s followers
Thanks his customers
Gets feedback on service
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Sidebar Announces daily specials
Promotes special events
Informs about changes
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Cheerios FDA Smackdown
Fans to the rescue
What if?
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Competitive Fit Tribe of customers
Customer interaction
Challenges with other gyms
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Southwest Share stories of travels
Commiserate with customers
Boast about employees
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Worst Practices Nestle
Motrin Mommies
Pepsi Amp
Reverb Communications
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Nestle Baby Milk Formula boycott
Invite top influencers
Hijacked hashtag
Engage without plan
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Motrin Mommies Used baby as a fashion statement
Neglected to monitor reaction
Canned response
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Pepsi Amp iPhone app “Amp up before you
score”
Bowed to negative reaction
Too one sided
Didn’t stay true to idea
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Reverb Communication Fake people
Fake reviews
Used same language
Never apologized
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Fun stories! Lactivists
Feminists
Reach
Popularity
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New Stuff Google Wave
FTC crackdown
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Questions? tdhurst.com
AmandaVega.com
Thanks to @katiecharland, @hirechelsea and @guykawasaki