spacc social media presentation

Presentation Social Media: People are TalkingHow to Choose Social Media for Business Success!

December 4, 2009

Question

» What do you think of when someone says Social Media?

Confession

» You are NOT going to walk away today knowing the

right tool to achieve your corporate marketing, branding,

and selling goals.

Who, What & Where

What is Social Media?

What is Social Media?

» Social media is a

shift in how people

discover, read and

share news,

information and

content.

Why Should You Care?

» Your customers are empowered

+ THEY ARE TALKING AND THEY TRUST EACH OTHER MORE THAN THEY TRUST

YOU!

+ 3 out of 4 Americans use social technology (Forrester, The Growth Of Social Technology Adoption, 2008)

+ Time spent on social networks is growing at 3x the overall internet rate, accounting for

10% of all internet time. (Nielsen, Global Faces & Networked Places, 2009)

+ Online word-of-mouth (WOM) is second only to in-person recommendation in influencing

a purchase.

Why Should I Care?

» Less effective marketing & advertising

+ MARKETING SPEAK IS SOUNDING PHONY. WE ARE SEEING A FUNDAMENTAL

SHIFT IN HOW PEOPLE MAKE DECISIONS TO BUY.

+ TIVO / Online video consumption

+ Can/SPAM, Opt Out

+ Do Not Call Registries

+ In 2008, eight in 10 holiday shoppers reportedly read web reviews of products, a number

likely to increase this season. (Jupiter Research)

+ Consumers expect transparency, not perfection

Why Should I Care?

» Real Time Internet (Information & Search)

+ AFTER TWITTER EVERYTHING CHANGED

+ Bing and Google announce they will start Indexing and showing Tweets in Search

results

+ Users will be able to see up to the minute information on any brand….what’s being

said right now.

+ This will be a key component to helping your brand/business be found and findable

online

Social Media is Changing Everything

Hot

» Being Helpful

» Useful

» How can I help you, Mr. Yamamoto?

» How can I help you, Mr. Yamamoto?

» Relevance

Not

» The Big Idea

» Push

» Demographics

» Focus Groups

» Noise

The Basics

Who’s Using Social Media and For What?

13

Your Audience is Online

» 1.6B internet users worldwide

+ Neilsen Internet Usage and World Population Statistics are for

June 30, 2009

» 80 % of Americans have a computer in their

home and nearly 92% of those households

have internet access

» 92% of households with annual incomes

over $70K are internet subscribers2

» 63% of all US Households have high-speed

Internet Access3

Your Audience is Using Social Networks

1 Social Networks are Not Just a Teen Fad

• 37% of US adult Internet users and 70% of teens use Social Networks• Nearly 50% of all page views on the web are on social networking sites

2 Advertisers are There Already

• 13.8 billion impressions which adds up to over 25% of all online display advertising was on social media sites in August 2009.

• $1.2 Billion will be spent in 2009 on social media advertising

3 Demographics are moving toward society as a whole

• Largest growing demographic of Facebook is 40+ women• YouTube demographics mirror US as a whole• Twitter’s average age is 31

Source: eMarketer, “Social Network Marketing Ad Spending and Useage”, December 2007; BusinessWeek “Generation MySpace is Getting Fed Up”, February 7, 2008comScore, social media advertising Aug. 2009Pew Internet and American Life Project survey, conducted Aug. 18 – Sept 14, 2009

How Can Social Media Help

» Gain brand awareness

» Increasing leads

» Sell stuff

» Improve customer service

» Develop a better product

» Find the best talent

Nice promotional and social tie in

Gain brand awareness

Gain Brand Awareness

Two Local Stories

Increasing leads

Increase Leads

Not so local examples

Sell stuff

Sell Stuff

The Good, The Bad & The Ugly

Improve customer service

Improve Customer Service

http://www.viddler.com/explore/dpzramon/videos/19/

Listening Posts

Develop a better product

Build a Better Product

Looking for ideas and initiative

Find the Best Talent

Find the Best Talent

Start with Listening

How to Get Started

STEP 1

»Listen…Listen…Listen

» Tools (Google Alerts, Radian 6, SM2, Search, Twitter)

» Set up your own profiles to learn

STEP: 2

» Make a Plan

+ Define your audience

+ Find out where they are

+ Determine why you want to ENGAGE with them

+ Determine what you want to LEARN from them

+ Remember this is not MARKETING in the traditional sense.

STEP 3

» Create your community

+ Based on plan and strategy, not the tools

+ Don’t just set up a Facebook site because everyone says you have to have it.

STEP 4

» Engage your community (it’s 24x7)

+ Have an editorial plan

+ Have a crisis plan

+ Be spontaneous

+ Staff it

If Not for Your Company….Maybe for YOU!

» If you are a professional, this will help make you easier to find

online

» If you have a website that promotes your business, social media

publishing will help your website visibility

+ Do a search on your name – are you happy with what you see?

+ Social media publishing can help with your overall positioning in the

marketplace

How to Get Started

» LinkedIn

+ Pull out a resume to build your profile

+ Get a friend or two to right a recommendation for you

+ Use industry keywords to help get you visibility

+ Search to see you any industry organization you already belong to has a

presence and join

+ Join a new group

+ Contribute questions and answers now and then

+ Add your company

YouTube or Flickr

» If you have photos or video that you can publish add them to Flickr

and YouTube

» Easy to open account

» Make sure to tag your images with tags (one word identifiers of

what images/videos are or are about)

Social Media Analytics

Measuring Success

Best Practices and ROI

» There are beginning to be case studies of success in social media

and the ROI models are just being formed

» Give me your card or email me and I’ll send you the Forrester ROI

excel worksheet…[email protected]

Social Media Monitoring Tools

Thank You for Participating

Thank You!

Lisa Helminiak

Principal | Strategist

Email: [email protected]

» View a copy of this presentation at www.azul7.com/blog

Thank you to Jim Poole and the James J. Hill Library (http://www.jjhill.org)

mailto:[email protected]

http://www.azul7.com/blog

Bonus Material

Twitter

» Micro-blogging

» Good for:

+ Immediate search and general feedback on a subject

+ Establishing expertise and following experts in your field

+ PR – I’ve connected with journalists in a way I’ve never been able to before.

» Tone

+ Professional but more casual

+ Don’t recommend posting what you had for breakfast. Post useful information,

such as a good article you’ve just read.

+ Some spammers (but you don’t have to follow them)

Twitter

» Who’s There

+ Journalists/News Media

+ Business Leaders – I see most vertical represented

+ Politicians & Entertainers

+ Interest Groups

+ Almost Everybody (Mainstream) and getting younger

Twitter Tools

» http://twistori.com = running commentary/art project

» http://twitturly.com/ = Crowd sourcing of URLs being talked about on Twitter

» http://whoshouldifollow.com = recommendations on who is Tweeting things

you might be interested in

» http://www.nambu.com/

» TweetDeck.com= Twitter organization software

» iTwitter = iPhone application that will allow you to Tweet from your phone =

good for publishing info from a meeting or conference

http://twistori.com/

http://twitturly.com/

http://whoshouldifollow.com/

http://www.nambu.com/

Facebook

» Social Networking Site (Started as College Alumni Membership Site)

» Good for:

+ Socializing with family and friends

+ More recently has been used for business

+ Advertising and targeting information to specific users

+ Create company pages

» Tone

+ Very casual

+ Struggle going on between Friends and Family use and Business use

+ Full control of content you see, people you connect with

+ Has taken some heat for not allowing people to delete profiles & other privacy matters.

Facebook

» Who’s There

+ Your neighbors

» (#1 Social Networking site based on monthly unique site visitors)

Create Applications to Sell or Support your Brand

Facebook Apps

Flickr

» Photo Sharing and Geo-targeting (owned by Yahoo)

» Good for:

+ Storing images you want to publish on other web properties such as (your

website, social media sites, Google maps, etc)

» Categorizing images and organizing them around meta data

+ Sourcing images to use in your materials

+ PR – Publish images for media

» Tone

+ Professional to social

+ Photo focused, not editorial

Flickr

» Who’s There

+ Less about groups, more individuals

+ Professional photographers

+ Almost Everybody (Mainstream)

+ Host images on Flickr but show them

on your own site

» See example

(http://www.achievempls.org/new

s_and_publications/media_galler

y/)

MySpace

» Social Networking Site

» Good for:

+ Socializing with family and friends

+ Keeping up with music or popular entertainment


+ MySpace Music is the area growing fastest on MySpace

» Tone

+ Very casual, not professional

+ Users can customize their own page, so there’s lots of ugliness out there


MySpace

» Who’s There

+ All about socializing

+ Much about music and popular culture

+ June 2006, MySpace was the most popular social networking site in the

United States.

+ According to comScore, MySpace was overtaken internationally by main

competitor Facebook in April 2008, based on monthly unique visitors.

MySpace Apps

» MySpace Mobile

» MySpace News

» MySpace Classifieds

» MySpace Karaoke

» MySpace Polls

» MySpace Forums

Ning

» Social Networking Site (White Label Site – Start Your Own)

» Good for:

+ Create your own social network

+ Interest area networking

» Tone

+ You create the tone

+ Administrators can customize their own page but there are design controls

(more like LinkedIn)


+ Can be a closed network or open depending on need

Ning

» Who’s There

+ The people you invite

YouTube

» Video Sharing and Rating Site (owned by Google)

» Good for:

+ Publishing video off your site where people can find it

+ Can set up a “channel” of content

+ Organizing and publishing video content that can be imbedded in your site with a

YouTube player


» Tone

+ Casual to professional, depending on the content you are looking for

+ User can rate content – shown by popularity

+ Levels of publishing (advertiser, affiliate, member)

YouTube

» Who’s on There

+ Everyone (mirror demographic of the current U.S. Population)

YouTube Channels

» User Channel (Sign up for a user channel today)

» Affiliate Channel

» Advertiser Channel

LinkedIn

» Professional Networking Site

» Good for:

+ Staying connected with former clients, colleagues, work connections

+ Keeping up to date on where people are working

+ Prospecting, hiring and promoting an expertise

+ Online resume and Developing a company profile

» Tone

+ Very professional, focused on work

+ Had minimal connectivity tools until the last few years.


+ Creates company pages based on individual listings from employees

LinkedIn

» Who’s On There

+ Professionals

+ Companies

+ Professional Organizations

+ Recruiters

LinkedIn Apps

» Create your reading list

» Post questions to your connections

» Join professional groups or establish one

» Publish presentations

» Use Tripit tool to let people know where you are