social media overview (women business leaders)
DESCRIPTION
An overview of social media for the Eugene Chamber's Women Business Leaders group - including how to maximize your reach on the social Web by partnering with Citizen Marketers.TRANSCRIPT
Caroline Cummings’ Social Media PresentationJuly 9, 2009 | Hilton Hotel, Eugene, OR
Ubiquitous
The Evolution of the Web…
Web 1.0get noise
• read content• paid content• move to digital• static sites• push content• eCommerce
Web 2.0make noise
• user generated• interactivity/sharing• connectivity• pull content/free• social networking• streaming audio• streaming video
Web 3.0filter noise
• contextual info• less clutter• ads as content• …TBD…
What is Social Media?
technology
social interaction picturesaudio
videowords
-- build shared meaning --
The use of electronic tools for the purpose of sharing and discussing information and experiences with others…
Examples of Social Media Tools
photo sharing
microblogging
user generatedand monitoredencyclopedia
social news /social bookmarkingsites
up-to-date friends/family activity
blogging tools
video sharing/presentationsharing
social networking/business networking
Monitoring online…
• Monitor
• Learn
• Compare
• Respond
www.google.com/alerts
New Buzz…
“The customer is now a collaborator.”
“One person can make change – quickly!”
“TV attracts watchers, online video attracts users.”
“Journalism students know more than professors.”
“Anyone CAN become famous now.”
Differs from Traditional Media?
technologyis
theconduit
Source: Wikipedia
…depends on interactions between people as the discussion and integration of words building shared meaning. …it’s not finite…
For Brand Survival…
Traditional Media Social Media
VS
Customer Collaborator
Talk to Talk with
Selling Sharing
Voice = Company Voice = Citizen
More expensive Less expensive
Prof media outlets User generated content
Push marketing Pull marketing
Broader market Targeted markets
Static content Evolving content
One-sided Multiple opinions
Short lived Long life
CitizenMarketers
A New Breed of Marketers
Citizen Marketers
Customer evangelists who generate media (primarily online) on behalf of products, services, companies, or people who generate inspiration.
Ubiquitous
www.sharethis.com
Take this with your wherever you go – and easily share info throughout the Social Web – saves time!!
“Where can I buy this cool book?”
Author responds directly!
BuildingYour Online Community
1%
Tips for Gaining Citizen Marketers
• Provide “Community Operating Agreement”• Seed your community with the people who already know/love
you (trust is paramount)– The first 25 set the tone
• Reward them for promoting you (not with/$)
• Be VERY transparent – must be authentic! Treat them like Kings & Queens
• Provide them with a tool kit– share goals, widgets, discount codes, product samples…
• Be attentive to their needs (respond quickly)
• Treat them as part of your Team• Ask – Listen – Respond – Implement - Thank
PullMarketing
A Closer Look…
RSSRSS…really simple syndication / rich site summary
A way to subscribe to Web sites, and elements of Web sites, that you'd like to receive on an ongoing basis.
Old Way of Getting Info Online…
you find it
New Way of Getting Info Online…
you subscribe to it
The Process to subscribe…
Click once to subscribe to this blog
Choose an RSS Reader
RSS Aggregation
Widgets
a mini application that can add functionality
to your Web page, blog, social profile etc.
Video Embedding Widget
Widgets | make money
Google’s AdSense Widget
Why social media is
important?
To view this video visit: http://garyvaynerchuk.com/2008/10/08/you-down-with-roiyeah-you-know-me/
http://garyvaynerchuk.com
Deepen Brand Relationships Via Social Media
• 93% say a company should have presence in social media
• 85% say a company should use it to interact w/them
• Almost 60% of Americans interact with a brand on a social media site
• 56% feel a stronger connection to brands when use social media
WillWork
4Free!
strategy and communications agency
Sept 08
Why Important?
• Monitor your brand and reputation online
• Monitor others brands/reputations
• Interact with your consumers– Transparency is paramount!
• Expand your reach
• Track ROI better
• Because the Internet is where exchange happens!
Reach Challenging Markets
• Men – 2x as likely as women
• Men/Women 18-34 yrs– 33% want companies to
market to them via social media
• Wealthiest households– 33% want companies to
market to them via social media
How do I measure it?
Free tools for measuring social media
• Technorati (# of links, authority)
• Del.icio.us, Digg (quality and type of coverage)
• Google Analytics (site statistics)
• Flickr (photo views)
• Feedburner (subscribers)
• Google Blog Search (what citizens are saying)
• Yahoo Pipes (manage RSS)
• Compete, Alexa (traffic)
• Quantcast (types of users, ratings, demographics)
Staying Connected
Staying Connected to Me…
twitter.com/iamcarolina
facebook.com/carolinecummings
linkedin.com/in/carolinecummings
carolinecummings.wordpress.comThings that make ya go hmmm
slideshare.net/carolinec
Trends…
Media Trends
• People have the power, not business• Hyper-target marketing (1-1 marketing)
• IPTV (Internet Protocol Television)
• Mobile technologies• Ads as content• Newspapers embracing Citizen Journalists• Gaming and advertising• Contextualized Internet experience (Web 3.0)
Recommendations
Book recommendations…
positioning, message delivery and reputation management are in the hands of the people - where anyone can be a publisher or broadcaster.
how to unleash the power of crowds in your business…
the viral nature of social media and how it’s changing the way people form groups and exist within them.
B. McConnell, J. Huba C. ShirkyB. Libert, J. Spector
Make a Plan!
Getting Your Feet Wet
