Social Media for SAS User Groups April 2010

Social Media forSAS User Groups

Dave Thomas@DavidBThomasSAS Social Media ManagerApril 2010#sgf10

Who is your audience now?

Who will be your audience in 2019?

What about 2029? 2039?

Social Media

Social media maybe a phenomenon,but it is not a fad.

It has already changed the way people(and companies) communicate.

Social MediaSocial Media:

All the different Web-based tools people use to communicate, share and collaborate, including:

microblogging (Twitter)

social networks (LinkedIn, Facebook, Orkut)

video sharing (YouTube, Vimeo, Blip.tv)

Wikipedia and Google Knol

photo sharing (Flickr, Picasa)

podcasts

social bookmarking (Del.icio.us, Digg)

Social MediaSocial Media:

All the different Web-based tools people use to communicate, share and collaborate, including:

microblogging (Twitter)

social networks (LinkedIn, Facebook, Orkut)

video sharing (YouTube, Vimeo, Blip.tv)

Wikipedia and Google Knol

photo sharing (Flickr, Picasa)

podcasts

social bookmarking (Del.icio.us, Digg)

Social Networks

• More than 400 million active Facebook users

• (January 2009: 150 million)• About 70% of Facebook users

are outside the United States• Active SAS groups on Facebook,

LinkedIn, Orkut and more

Sources: Pew Research, Jan. 2009

Facebook, Feb. 2010

• 752% growth in 2008 and131% percent growth inMarch 2009, with 9.3 millionunique U.S. visitors

• Individuals, brands, journalists, political

candidates, celebrities and more are “tweeting”

Source: Mashable.com, Jan. 2009

Dell has had sales of more

than $3 million through its @DellOutlet

Twitter account

YouTube has more than 300 million viewers worldwide

83% of Internet users watch video online

In Sept 2009, there were more videos watched on YouTube in the US (10.3 B) than searches performed on Google (9 B)

Sources: YouTube, Oct. 2009Universal McCann, July 2009

Search Engine Watch, Oct. 2009

“Meanwhile, within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’ stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars.”

Times of London, July 22, 2009

“Google has quietly been launching a social network right under our own chins.”

Jeremiah Owyang

Google Wave

Google Buzz

Google Sidewiki

Location-based applications

So what?

Question: Which of the following Web sites do you visit to network with professionals?*

2008: n= 533 2009: n=265

Other sites were not included in the 2008 survey.

Social media at SAS

SAS fans are active in a variety of places online

Community SAS Groups

support.sas.com 17 forums

sasCommunity.org >1000 Active Users

What can you doto reach them?

Key Concept:

Home Base and Outposts

Web page

Twitter

Facebook

YouTubeLinkedIn

Four keys to success in social media

Keep it up

Social media is not a quick fix. Establishing a presence takes time.

Keep it active

Social media is about community, sharing and

immediacy. Contribute on a regular basis and

keep your content fresh.

Keep it realSocial media is a toolbox, not a strategy. Your activities must tie directly to established goals and objectives.

Gear your efforts toward

what your audience

cares about...Keep it relevant

…not what youcare about.

What exactly are we talking about?

• 346,000,000 people globally read blogs• 47% of online consumers read blogs• 50% of blog readers find them useful for making

purchase decisions

Sources: Universal McCann, March 2008 BuzzLogic, Oct. 2008

20+ customer blogs about SASin English

Blogs: the advantages

• Personal and timely• Support your Web site• Build your reputation by providing value

Blogs: the challenges

• Need to be active• Need to be promoted• Invite comments and sometimes criticism

What user groups can do

• Search key terms on Google Blog Search.• Determine your unique value.• Find excited bloggers to contribute.• Repurpose content you’re already creating.• Start a free blog on Wordpress and try it out.

Social Networks

• More than 350 million active Facebook users

• About 70% of Facebook users are outside the United States

• Active SAS groups on Facebook,LinkedIn, Orkut and more

Sources: Pew Research, Jan. 2009

Facebook, Jun. 2009

•The most prominent business networking site

•More than 30 million active users

•More than 100 SAS-related groups

Social networks: the advantages

• Building relationships• Personalizing your business life, and vice versa.• Presenting your expertise (LinkedIn Groups and

Discussions)• Creating a presence with global reach, with a

minimum of resources.

Social networks: the challenges

• Hard to prospect without sounding spammy• Some companies and government agencies

block access to social networks.• It can be hard to stand out as reputable.• Lots of noise.

• Create a LinkedIn group.• Connect with your members.• Connect with other user groups.• Watch what organizations like yours are doing.• Share news and information.• Do the same thing on Facebook.

• 752% growth in 2008 and131% percent growth inMarch 2009, with 9.3 millionunique U.S. visitors

• Individuals, brands, journalists, political

candidates, celebrities and more are “tweeting”

Source: Mashable.com, Jan. 2009

Lots of SAS people on Twitter

SAS GlobalForum 2009

Twitter hashtag (#sgf09) saw more than 500 tweets during the event and more than 1,000 total. Majority of tweets came from non-SAS people.

Twitter: the advantages

• Short, quick and immediate• Supports other channels (web site, blog)• Hashtags allow for events, conferences and

issues.• Twitter search can show you who’s talking about

Twitter: the challenges

• Twitter can’t be your only social media channel.• It’s not the place for hard sell and marketing.• It’s a firehose.

• Create a Twitter account.• Connect with your members.• Connect with other user groups.• Watch what organizations like yours are doing.• Share news and information.• Promote your other online presences.

YouTube has more than 300 million viewers worldwide

83% of Internet users watch video online

In Sept 2009, there were more videos watched on YouTube in the US (10.3 B) than searches performed on Google (9 B)

Sources: YouTube, Oct. 2009Universal McCann, July 2009

Search Engine Watch, Oct. 2009

SAS New Media and country offices are uploading video to YouTube

Video: the advantages

• YouTube is becoming a major search tool.• Video can be a personal, immediate and

enjoyable way to communicate.• Small, inexpensive, simple-to-use video cameras

make it easy to capture and share events.

Video: the challenges

• It’s easy to make videos; it’s hard to make good videos.

• It’s nearly impossible to make a video “go viral.”• Video is not a good medium for sharing

extensive, in-depth information.

• Think about the search aspect – what do you want someone to find if they search for you?

• Shoot video highlights of your meetings.• Interview your members.• Shoot promotional videos for your events.• Promote videos in other channels.• Leverage the video SAS creates.

Social search“… the most relevant content presented by the search engines will include, and perhaps prioritize, recommendations and referrals from our social graph. What social search means for marketers now, however, is this: If you do not start now building a network of fans, followers and friends who trust you, your company or your brand, you may quickly become irrelevant in not just social media, but in search too.”

“What social search means to your business”by Jason Falls, Nov. 2009

Where to now?

Ask your users where they are.

Join LinkedIn, Facebook, Twitter, YouTube and find the relevant blogs in your area.

See what other user groups are doing.

Connect with them.

Read, follow, listen and understand.

Start to participate.

Let us know how it goes.

Questions?

Connect with me

http://dbthomas.com

Dave.Thomas@sas.com

Twitter.com/DavidBThomas

LinkedIn.com/in/dbthomas

Blogs.sas.com/socialmedia

Delicious.com/davidbthomas

Photo: Re-ality, http://www.flickr.com/photos/re-ality/

Other than my own, the photos in this presentation were sourced via www.creativecommons.org and Flickr, and are licensed under Creative Commons. My sincere thanks.

Cambridge Horizon by Andrew Stawarz

The Boy with the BlackBerry by David B. Thomas

Happy 50th birthday hula hoop by Tony the Misfit

My Social Network by Luc LeGay

Metro Audience by liz noise

Raygun Gothic Rocketship by greenmelinda

Solar System Montage of Voyager Images from NASA/courtesy of nasaimages.org

Keys by Bohman

Juggling Swords and Chainsaws by morbuto

Active Boy by David B. Thomas

Beautiful Tools by geishaboy500

Bullseye by jessehogie

Apples and Oranges by thebusybrain

Keyboard Blur by striatic

The Real Impact of Social Networking at Work by Robert S. Donovan

YouTube and Joost by thms.nl

Speedy’s at the Grand Canyon by David B. Thomas

Punto Interrogativo by Silgeo

Too Many Cables by re-ality

Tahbes Syncro Camera by John Kratz

Social Media for SAS User Groups April 2010

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