Intro to social media - YTA Peer Group Presentation

To SN or not to SNWhat is social media and why does it matter?

YTA Service Executives Peer GroupMarch 13, 2009

So much to do...What is this social media?A little bit about usersCorporate trends in social mediaSocial Velocity and the simplest equationHow toBest practicesWorst practices

What are social networks? A social network is a social structure made of nodes (which are

generally individuals or organizations) that are tied by one or more specific types of interdependency, such as values, visions, ideas, financial exchange, friendship, sexual relationships, kinship, dislike, conflict or trade.

Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence interaction with peers and with public audiences, typically via the Internet and mobile communications networks.

Online social networks are where consumers feel comfortable expressing their feelings—good or bad—about companies, products and services

*thanks to Wikipedia for the definitions.

What is social media?

Who uses social media?

Most frequent users are 18-33

BUT

73% of 50+ users are on at least once a month

Friends is the theme89% of adult users logged on to social networks to stay in touch with friends 57% to make plans with friends and 49% to make new friends

What do they use social media for?

What do they use social media for?

Business is next 28% of Pew respondents

use social networks to make new business or professional contacts or to promote themselves and their work.

How engaged are you?

Corporate trends

Does your company actively participate in external social media/networking sites?

www.awarenessnetworks.com www.newmarketinglabs.com

Corporate trends

What social media platforms are you using or evaluating?

29% of companies >$250M are using or considering Word Press

61% of companies <$250M are using or considering Word Press

www.awarenessnetworks.com www.newmarketinglabs.com

Corporate trends – marketing budgets? As marketing budgets fall - companies are viewing social

media as a low cost alternative to increase demand in 2009.

Corporate trends

Primary motivation for companies to use social media:1.Brand promotion2. Increasing

customer engagement

3.Driving marketing programs

www.awarenessnetworks.com www.newmarketinglabs.com

Three main concerns holding companies back:1.Lack of

participation

2.Maintaining a consistent brand image

3.Calculating ROI

Corporate trends

Cone Business in Social Media Study (September 2008)

93 % of social media users believe a company should have a presence in social media.

85% believe a company should go further than just a presence and interact with customers via social media.

59% of respondents interact with companies via social media sites.

Corporate trendsHow effective is social media marketing

and PR at accomplishing goals?!

Question…Is not “if” you should be there, it’s “how” to be there

The simplest marketing equation

CwC + R2B = $$$

of Social VelocityCC CC

C

C

C

C

ontent

onnections

ommunity

onversion

ontentThink in terms of value and the emotion

you will evoke when you create your contentRarely does product content get passed

aroundMatch your content to what is already

popular (watch for trends on YouTube and Google)

Refine the single message – often a photo and quote gets more attention that copy

CCwC + R2B = $$$

onnectionsBoth quality and quantity matter. Remember to be relevant: if a lot of people

think something is important, it becomes important

Get all of your employees connected immediately

Your current email lists are your best assets

CCwC + R2B = $$$

ommunityThis is the hardest part – start by joining

others before you build your own. Level of community is measured by amount

of discussion. Content drives discussion.Use content to start a discussion but keep

it short – Twitter is 140 characters.

CCwC + R2B = $$$

onversionThink about the reaction/action you want

people to have to your valueHow will they communicate about you?What will the result be?Can they pass along one thing about you

that will drive someone to want to find out more abut you?

CCwC + R2B = $$$

People buy from peopleIt is still all about personal brandIt’s more than pushing out a message; it’s

a 2-way conversationView it as joining a community and letting

people get to know youDecide where, how and why to broadcast

your brand

Getting startedFigure out your strategy

Where should you be?Who else is there?Why should you be there?How do you want to participate?

Active/passive

Profile

Look at your profile and decide what message about your value and personal brand you are building.

It’s a process…Don’t approach it as a “one-off”Check it often and keep it up to dateFind out who is there and how you can

connect

No time for 10 commandments...

So we’ll only give you six:1. Start with a plan, not tactics2. Give to get - embrace participation and

co-creation3. Commit the time & resources4. BE TRANSPARENT5. Know that you are not in full control, and

roll with it6. Measure

Corporate success stories

Corporate success stories - Dell

Blogging: Direct2Dell generates 3.5 million pages views/month. Nine official internal blogs hundreds of team/departmental blogs in English, Chinese, Japanese,

French Canadian, Portuguese, and Spanish.9 Dell Hell.  Osaka flaming laptop.

Brand Monitoring: Uses conversation monitoring from Visible Technologies.

Crowdsourcing: Ideastorm allows users to suggest and vote on ideas, has generated

9,800+ ideas.  Employee storm, internal idea community has generated over 2,700 ideas.

Microblogging: 22 corporate accounts on Twitter, as well as 17+ individuals using

"[Name]AtDell" handles Virtual Worlds:

Second Life island.

Corporate success stories - Dell

Dell looks for next $1 million on Twitter with Canada channel Recently added Canadian

Twitter channel @DellHomeSalesCA

@Bruceericatdell is enterprise/B2B pro on Twitter

Asked @richardatdell why theyparticipate in social media: “Great way to listen learn and

engage with customers...real connections. It is both b2C and b2b. Many are surprised by latter”

Direct2Dell

Dell Ideastorm

Brand and message monitoring

Dell Island – Second Life

Using Linked In

Nobody cares about online chatter?

72,215

wow.

1,382

Aftermath‘Boycott Motrin’ generated over 14,000

results on Google.Nearly 1,000 tweetsAnd t-shirts...

Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever - Cameron Marlow, research scientist at Facebook

The average male Facebook user with 120 friends:Leaves comments on 7 friends’ photos, status updates, or wall Messages or chats with 4 friends

The average female Facebook user with 120 friends:Leaves comments on 10 friends’ photos, status updates, or wall Messages or chats with 6 friends

The average male Facebook user with 500 friends:Leaves comments on 17 friends’ photos, status updates, or wall Messages or chats with 10 friends

The average female Facebook user with 500 friends:Leaves comments on 26 friends’ photos, status updates, or wall Messages or chats with 16 friends

Thanks!

TimQuorum Strategic

Communications905-415-4588tim@quorumstrategic.co

mtwitter.com/shaw_timwww.linkedin.com/in/

tmshaw

MarieMarketing CoPilot1-866-288-2310marie@marketingcopilot.co

mhttp://twitter.com/

mariewiesewww.linkedin.com/pub/

0/159/480