prepare for-next-step-in-social-media
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ATRANSCRIPT
H&H Web Management Round Tableou d ab eJune, 2010
People search
And so do journalists"I h i d 25 000 il t it h th l t t"I have received over 25,000 email story pitches over the last two years. Products. Solutions. Tech innovations, etc.
H lt d i t i ?How many resulted in stories?
None.
I go to the web and search for information on the topic I want to do a story on.”
David Meerman ScottEdit f E C t t M i d P ti M k ti M iEditor of E-Content Magazine and Pragmatic Marketing Magazine#1 Best-Selling author of The New Rules of Marketing and PR.
This is where people click
From portals >search engines >social media
85% f fi i l i f i l d 50 tili i i l
They also use social media85% of financial services professionals under 50 are utilizing social media LederMark Communications
58% of institutional investors and sell-side analysts in the US and Europe believe new media will become more important in helping p p p gthem make investment decisionsBrunswick Group
The channels journalists analysts and The channels journalists, analysts and investors use
Wikipedia 75 %LinkedIn 24 %LinkedIn 24 %Other 22 %YouTube 19 %YouTube 19 %Facebook 11 %Twitter 6 %e 6 %iTunes 6 %Digg 5 %ggFlickr 2 %Scribd 2 %Technorati 2 %Slideshare 1 %
Source: Hallvarsson & Halvarsson Webranking 2010
People want a conversationPeople want a conversation– at least with each other…
About you!
Conversations are going on hereConversations are going on here
When people converse, we should listen
Two reasons one should be serious about Two reasons one should be serious about social media
People search and what comes up in Google is often contentPeople search and what comes up in Google is often content from social media
P l i l di t t i f ti di tlPeople use social media to get information directly
But 5 % of listed companies in Sweden But 5 % of listed companies in Sweden have reputation problems
TradedoublerBlBlog
Blog
NordeaBl /fBlog/forum
EniroF b kFacebook
Bah, we willmiss the concert!concert!
Ok let himOk, let him tell the world how bad we
are…
Google likes social mediaG d i k d i i l i h i URL dGood at using keywords in titles, in anchor texts, in URLs and in meta data
Good at using search engine friendly permalinks
Encourage people to share and link to social objectsg p p j
Frequently updated
Hi h ffiHigh traffic
The corporate sphere
Google is like an onion
Several different SERPs*
Logged in
*Search Engine Result Page
Content
B i bl i h hOff site estatesOn sitePromotion
Basic blueprint the corporate sphere
NewsletterRelevant share options
Off site estatesOn sitePromotion
Images
Social NewsroomArticlecore
keyword
p
PR Services
RSS
Movies
Our Blogs
keyword
Search friendly permalinksRSS
RSS
Notifications
Presentations
Our RSSTrackbacks
Notifications
Documents
LinkedIn Group
Other BlogsRelated articles within
ke ord cl sterRSS
NotificationsPodcasts
Other Blogs
Wikipedia
keyword clusterRSSApplications
Dominant
How others have doneHow others have done
35% f F t 500 i h T itt t35% of Fortune 500 companies have a Twitter accountThe Center for Marketing Research at the University of Massachusetts Dartmouth
79% of the top 100 companies in the Fortune Global 500 index are79% of the top 100 companies in the Fortune Global 500 index are using at least one of the most popular social media platforms: Twitter, Facebook, YouTube or their own corporate blogs, , p gBurson-Marsteller Fortune Global 100 Social Media Study
97 % more inbound links for companies 97 % more inbound links for companies that blog
Source: Hubspot
434 % more indexed pages for companies 434 % more indexed pages for companies that blog
Source: Hubspot
Shareability is important44% f th i li th t th ibilit44% of those consuming news online says that the possibility to share news through email or social networks is an important factor when choosing among different news sourcesimportant factor when choosing among different news sources
It’s the next most important factor for 18 – 29 years old. Most important is links to related materialimportant is links to related material.
People do share – and the news finds them75% f l di li t th b il75% of people reading news online get the news by e-mail or social networks
52% share news
51% of people using social networks get news every day from people they are connected with
Source: Pew Internet & American Life Project
Vid b tVideos aboutResearch
New products
E tEvents
Education
Corporate Social Responsibility
P d t b tPodcasts aboutTips & tricks about photography
Inspiration & knowledge from photographers
Ab t K d k’ k tiAbout Kodak’s own marketing
Financial information / Investor relations
Research & Innovation
Twitter is social media is news media+85% f th t di t i T itt+85% of the trending topics on Twitter are news
An average tweet that is retweeted reach 1000 users. No matter how many follower the original user have
Mid-distance to all people on Twitter is four stepsSource: Haewoon Kwak, Changyun Lee, Hosung Park och Sue Moon
Twitter is social media is news media
Does your bossstill think this is mumbo jumbo?j
Traditional measuring
New measuring
New measuring++
Traditional measuring=
Results by social media effortsResults by social media efforts
Where to start?
Start to monitor now
Then ask yourself six simple questions
11. What’s our overall objective?
2 How do I support that with the work I’m doing?2. How do I support that with the work I m doing?
3. How do I measure success in the work I’m doing?g
4. Then – what are my objectives?
5. What need does my target group and stakeholders have?
6. Then – what does the brief look like?
Then fire up the rocket & start being Then fire up the rocket & start being creative
Time to act!
