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An Introduction to Social Media.
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Media
Social Marketing
An Introduction to Social Media Marketing
By Jody Chandler JodyChandler.com
“Being successful at social media is a
low-cost, high energy marketing strategy that
brings immediate results.”
“The Whuffie Factor, Using the Power of Social networks to Build Your Business” by
Tara Hunt.
Business Owners
fear and underestimate
the power of social media.
intrigued or
are captivated or
What is Social Media?
SOCIAL MEDIA IS, AT ITS MOST BASIC SENSE, A SHIFT IN HOW PEOPLE DISCOVER, READ, AND SHARE NEWS, INFORMATION AND CONTENT.
IT'S A FUSION OF SOCIOLOGY AND TECHNOLOGY, TRANSFORMING MONOLOGUE (ONE TO MANY) INTO DIALOG (MANY TO MANY.) HTTP://WWW.WEBPRONEWS.COM/USER/BRIAN-SOLIS
?
Social Media is people having conversations
online.
Where is this Communication Taking Place?
WikisNews Feeds
jRSSWidgets
BlogsMicroblogsOnline Chat
Social NetworksSocial BookmarksMessage Boards
Video Sharing SitesPhoto Sharing Sites
PodcastsVirtual Worlds
400 Million Users Worldwide
A January 2009 Compete.com study ranked Facebook as the most used social network by worldwide
monthly active users.
15 Million Articles Published
Its 15 million articles (over 3.2 million in English) have
been written collaboratively by
volunteers around the world, and almost all of its articles can be edited by
anyone with access to the site.
1 Billion Uploaded Videos
YouTube is another site where millions of people are participating just to be apart of their community and the world at large. People are making connections and sharing their views of the world not to
increase their monetary capital but to increase their social capitol. It’s like networking on steroids. Uber
Networking!
2 Billion Google Searches Daily
We all know Google it’s turned into a common verb as
apposed to a proper noun. You Know, “Just Google it.”
Facebook has evolved into the same,
“Just Facebook me.”
100 Million Users Worldwide
Twitter is more of an information network. It tells
people what they care about as it is happening in the world.
100 Followers
100 Followers
Socialnomics By Eric Qualman
The Power of Twitter
Why should your business care?
94% of people with a household income
of $75,000 + use the Internet.
74% of Adults in the US use the
Internet.
Pew Research Center
Reason #1to get on board
“Social network site” has passed, for the first time ever, the most lucrative and number one most searched word in the world, “porn.”
Searching “social network sites” has increased about 20%, in the last year, while “porn” searches are down 10%.
Mediaconvergence.org
Social Media is Not a Fad!
It is a fundamental shift in the way we
communicate!
The old communication model is Bullhorn Marketing.
The average person is exposed to 3,000 advertising messages
per day!--Newspaper Association of America
Only 18% of TV ad campaigns generate
positive ROI!--MonicaObrian.comThe most popular
television programs have the least-watched Commercials.
--TiVO
Trust Is Key!
Reason #2to get on board
90% of people trust the
recommendations of their peers!
“Neilson Online Global Consumer Survey.” Neilson, April2007
“I Care More about What My
Neighbor Thinks than What Google
Thinks!”--Socialnomics By Eric Qualman
15% of consumers rely on advertising for
recommendations on products and services.
Source: Socialnomics Quealy, “Interview: John Gerzema”
15% vs. 90%
?
Who are your consumers really listening to?
Your ads or their online communities?
“The popular belief that people only take the time to post something when they want to vent or discuss a bad experience is simply not true; at least in our experience. The majority of over 20 million reviews and opinions we have received on TripAdvisor.com are positive ones. People are simply compelled to give back to a community that has given to them.”
- Steve Kaufer, CEO of TripAdvisor
The New Communication model is Dialogue.
It IS…
Inclusive
Transparent
Consumer-Driven
Vibrant
Honest
Democratic
It Is NOT…
Reason #3to get on board
PEOPLE ARE TALKING ABOUT YOUR BRAND-
RIGHT NOW!
They have enough opportunities…
There are 77.7 Million unique visitors in the U.S.
to various blogs. –ComScore.com
73% of Internet users have read a blog.
45% have started a blog.
--Universal McCann Survey
34% of people post opinions about
products and brands on their blog.
36% think more positively about
companies who have blogs .
--Universal McCann Survey
Reason #4to get on board
Social Media is only going to grow, and as such it will
become a critical factor in the
success or failure of any business.
People continue to spend more time on social networking and
blog sites than ever before, with total minutes increasing 82% year-over-year and the
average time per person increasing 67% year-over-year.
May 2009 data from Nielsen Online
Reason #5to get on board
Newpolitics.net
They wield $250
Billion per year in direct spending power.
Millenials spend more than 16 hours/week
online.
–readwriteweb.con
96% of them have
joined a social
network.
–readwriteweb.con
They have an average
of 53 online
friends.
Facebook is growing faster
with women than men in almost
every age group.
Remember:
74% of Adults in the US use the
Internet.
What do all of these groups have in common?
They don’t care about
your ad.
They care about what their friends
think!
SocializingThe best communicators start as the best listeners. Turn the bullhorn around!
The goal is not to control the conversation.
The goal is to inspire, enable, influence and
engage.
Socializing
The Key to being Successful in Social media is…
Listen .Participate.
Create Opportunities. Give.
Listen. Immerse yourselves in conversations.
Messages are not conversations.
“Buy My
Stuff”
Participate. Remember it is a
dialogue not a monologue.
“ME, ME, ME,ME”
Create opportunities for people to feel ownership of your brand and give until
your face hurts.
Because in social media the more you give the more you
get.
And finally a word of warning!
In the world of social media honesty is the only policy. Open, honest, authentic
dialogue is key to becoming successful in social media.
Open
HonestAuthentic