making sense of social media: strategy matters
DESCRIPTION
Social Media, what it is, what it isn't and why strategy matters.TRANSCRIPT
Making Sense Of Social Media
Strategy Matters
Bryan Huber, Chief Interactive Officer
©2010 Paul Werth Associates | Builder’s Exchange
About Bryan
Bryan HuberChief Interactive Officer
Quick facts:
‣ Involved in the internet before Al Gore invented it
‣ Built first corporate website in 1996
‣ On LinkedIn since 2003
‣ Joined Paul Werth Associates in 2010
So, What IsSocial Media?
©2010 Paul Werth Associates | Builder’s Exchange
What is Social Media?
User GeneratedContent
©2010 Paul Werth Associates | Builder’s Exchange
What is Social Media?
It’s been around for over 20 years!
It’s not a new phenomenon
©2010 Paul Werth Associates | Builder’s Exchange
What is Social Media?
SocialNetworking
Comments
Podcasts
MicroBlogs
Ratings
MessageBoards
BlogsPhoto
SharingVideo
Sharing
Wikis
Ways for users to generate content
©2010 Paul Werth Associates | Builder’s Exchange
What is Social Media?
More And More Content Is Being Created
On Mobile Devices
So, What IsSocial Networking?
©2010 Paul Werth Associates | Builder’s Exchange
What is Social Networking?
Tools That Allow Users To Connect And
Build Relationships
©2010 Paul Werth Associates | Builder’s Exchange
What is Social Networking?
Flickr
Last.fm
ShareThis
FourSquare
MySpace
Facebook Twitter YouTube
UStream
Tools for users to connect
There are many, many more…
©2010 Paul Werth Associates | Builder’s Exchange
Why Is It important?
Almost 600 MillionFacebook Users
©2010 Paul Werth Associates | Builder’s Exchange
Why Is It important?
Over 4 BillionPhotos on Flickr
©2010 Paul Werth Associates | Builder’s Exchange
Why Is It important?
13 Hours Of VideoUploaded Per Minute
On YouTube
©2010 Paul Werth Associates | Builder’s Exchange
Why Is It important?
Over 13 MillionArticles on Wikipedia
©2010 Paul Werth Associates | Builder’s Exchange
Why Is It important?
Over 300Check-ins Per Second
On Foursquare
Why Should You Care?
©2010 Paul Werth Associates | Builder’s Exchange
Why should you care?
Allows you to build relationships with customers.
©2010 Paul Werth Associates | Builder’s Exchange
Why should you care?
Allows you to be part of a consistent conversation.
©2010 Paul Werth Associates | Builder’s Exchange
Why should you care?
A conversation which includes your industry,
your company, your competitors,
and your customers.
©2010 Paul Werth Associates | Builder’s Exchange
Why should you care?
Companies can:‣ Connect‣ Listen‣ Contribute‣ Respond‣ Measure
Why Is Social MediaImportant To Your Marketing Mix?
©2010 Paul Werth Associates | Builder’s Exchange
Part of Your Marketing Mix
Social Media...One Part of Your Marketing Effort
‣ Additional channels to expand your reach.
‣ Strategy reigns!
‣ Create and share compelling content.
‣ Stay disciplined, engaged and motivated.
Avoiding Social Media Crisis
©2010 Paul Werth Associates | Builder’s Exchange
The sacred trust between a company and its customers.
It takes 3-10 years to repair once damage is inflicted.
Reputation is....
Avoiding Social Media Crisis
©2010 Paul Werth Associates | Builder’s Exchange
The Great Unknown!
Social Media+ Reputation
Avoiding Social Media Crisis
©2010 Paul Werth Associates | Builder’s Exchange
What’s Changed?
Avoiding Social Media Crisis
‣ People find comfort in information, regardless of quality, a trait enhanced in 24/7 news cycle.
‣ Journalists, bloggers find sources while you’re writing the news release.
‣ Social media impacts the perception of your organization whether or not you are involved and aware.
‣ Now you have more opportunities to engage reporters and stakeholders – and to BE the media.
©2010 Paul Werth Associates | Builder’s Exchange
Be the Media!
Avoiding Social Media Crisis
‣ Paid
‣ Earned
‣Owned (web)
‣ Shared (social)
Building Your Community
©2010 Paul Werth Associates | Builder’s Exchange
Building Your Community
How to Manage Your Time?‣ Discipline‣ Create an editorial calendar.
‣ Use dashboards and management tools.
‣ Engagement‣ Build relationships and activate your voice.
‣ Enhance your reputation.
‣ Motivation‣ Don’t go it alone.
This is how to compete with the big guys!
©2010 Paul Werth Associates | Builder’s Exchange
Building Your Community
Build Compelling Content‣ Do your homework.
‣ What do your customers care about?
‣ Test ideas before you campaign.
‣ Don’t ignore the potential of social media for free polling.
‣ Keep it brief.
‣ And use images, video and audio to tell your story.
©2010 Paul Werth Associates | Builder’s Exchange
Questions?
©2010 Paul Werth Associates | Builder’s Exchange
Connect With Me
in/bryanhuber
in/paulwerthassociates
@bryanhuber
@paulwerth
paulwerth.com
Thank You