Social Media Marketing

May 13th, 2010

Social Media Marketing & PR

Dave Hatter

Libertas Technologies, [email protected]

www.libertastechnologies.com


Our Clients Include…


Agenda History of the web What is SMM and why does it matter? Goals and Trust How can you take advantage of SMM

Facebook LinkedIn Twitter Blogging Ping.FM Others

Reputation Management The Future Q&A


Web history

World Wide Web invented by Tim Berners-Lee in early 90s (text based) Mosaic, first graphical web browser created a NCSA by Marc Andreessen Berners-Lee founded World Wide Web Consortium (1994), standards body of the web Mosaic goes commercial, becomes Netscape (1994) Commercialization of the web and browser wars between Microsoft and Netscape (mid to late 90’s) Dot-com boom, Dot-com bust (late 90’s early 00’s) Web rebound; ubiquitous, high-speed connectivity


Web 2.0!

Markus Angermeier


What is Web SMM

Social Media Marketing:

Internet based marketing that uses social networks a conduit for branding and marketing communication


The 4 C’s of SMM

CommunicationCollaborationCoordinationConnectivity


Four key takeaways

Opt-InCommunities

HyperconnectivityViral


SMM Sweet Spot


4 User Types Savvy Networkers (~9M) likely to have started earlier than others, more tech savvy,

and more likely to be active on other sites. Have most average connections (61) , more likely than others to use LinkedIn for purposes other than job searching. Second highest average personal income ($93,500) often have the word “Consultant” in their job description.

Senior Executives (~8.4) somewhat less tech savvy; LinkedIn to connect to their existing corporate networks. They have power jobs which they are quite content with, and are likely to have been invited by a colleague and then realized how many key contacts were on the site and started building connections (32 on average). Highest average personal income ($104,000) and have titles such as Owner, Partner, Executive, or Associate.

Late Adopters (~6.6M) likely to have received numerous requests from friends and co-workers before joining. Somewhat less tech savvy and are careful in how they use LinkedIn, may only connect with close friends and colleagues with fewest number of average connections (23). Lowest average personal income ($88,000) , titles like as Teacher, Medical Professional, Lawyer, or the word “Account” or “Assistant” in their job description.

Exploring Options (~6.1M) may be working, but are open and looking for other job options often on CareerBuilder.com, perhaps in part because they have the lowest average personal income ($87,500). Fairly tech savvy and use SNS for both corporate and personal interests.

Source: Anderson Analytics


Is SMM a Fad? No, it’s the greatest societal shift since the industrial

revolution! By 2010 Generation Y will out number boomers

96% on SM! 1 of 8 couples married in US met on SM Grow is phenomenal: Years to 50 million users

Radio - 38 years TV - 13 years Internet - 4 years Ipod - 3 years Facebook 9 months!

Facebook, with ~ 400+ million users: 5th largest country Social media has over taken porn as #1 Internet activity YouTube > 100,000,000 1.5 million pieces content shared daily on Facebook!


Is SMM a Fad? Number of adult internet users who have a social network profile has more

than quadrupled in the past four years -- from 8% in 2005 to 35% now, according to the Pew Internet & American Life Project's December 2008 tracking survey.

Adults make up a larger portion of the US population than teens, which is why the 35% number represents a larger number of users than the 65% of online teens who also use online social networks.

Younger adults are much more likely than their older counterparts to use social networks, with 75% of adults 18-24 using these networks, compared to just 7% of adults 65 and older. Social is still mainly a phenomenon of the young.

Personal use of social networks is more prevalent than professional use of networks. Most adults, like teens, are using online social networks to connect with people they already know.

When users do use social networks for professional and personal reasons, they will often maintain multiple profiles, generally on different sites.

http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx


SMM Stats

As of March 2010, Facebook traffic made up 41% of all SM


SMM Stats

-ComScore


Facebook Stats 50% of active users log on to Facebook in any given day More than 35 million users update their status each day More than 55 million status updates posted each day More than 700,000 local businesses have active Pages on Facebook More than 20 million people become fans of Pages each day Pages have created more than 5.3 billion fans The fastest growing demographic is those 35 years old and older Average user has 130 friends on the site More than 6 billion minutes are spent on Facebook each day (worldwide) More than 2 billion photos uploaded and 14 million videos uploaded each month More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared

weekly More than 3 million events created each month More than 45 million active user groups exist on the site

Mobile There are more than 100 million active users currently accessing Facebook through their mobile

devices. Mobile Facebook users are almost 50% more active on Facebook than non-mobile users. Over 180 mobile operators in 60 countries working to deploy and promote Facebook mobile products

4,800+ FB friends allow me to reach 624,000+ users!

http://www.facebook.com/press/info.php?statistics


LinkedIn Stats LinkedIn has over 65 million members A new member joins roughly every second Executives from all Fortune 500 companies. 170 industries and 200 countries represented 11.9M unique visitors, up more than 10% from August (10.8M) a

gain of 193% since last year (Nielsen) Visitors to the site >31% from last year to 17.6M in February. You’re in the company of people with impressive credentials:

The average member is a college-educated 43-year-old making $107,000.

More than a quarter are senior executives. Many recruiters rely on the site to find even the highest-caliber

executives: Oracle found CFO Jeff Epstein via LinkedIn in 2008Source: http://press.linkedin.com/about and Fortune.


LinkedIn Stats


SMM Glossary Aggregator (or news aggregator or feed reader)

Software or online service that uses a Web feed to retrieve syndicated Web content such as Weblogs, podcast, vlogs, and mainstream mass media Web sites. Feed readers regularly check Web sites to see if they have been updated and a feed contains items that are published over time so that you don't have to visit all the Web sites, you simply add a feed

AJAXAsynchronous JavaScript and XML is a development technique used to build web applications that work more like desktop applications by increasing interactivity, speed, and usability. This is done by exchanging information behind the scenes, a Web page does not need to be reloaded each time the user requests a change

Blog (Weblog)A site that maintains an ongoing commentary typically in a diary type format with links to articles on other sites. A typical blog combines text, images, and links to other blogs, sites, and other media related to its topic and may allow visitors to comment on posts, creating a robust discussion thread

blogrollA list of recommended sites that appears in the sidebar of a blog, typically sites that are either on similar topics, sites that the blogger reads regularly, or sites that belong to the blogger's friends or colleagues.


SMM Glossary Folksonomy

Categorize and retrieve Web content using open ended labels called tags which makes a body of information increasingly easier to search, discover, and navigate over time. Two widely cited examples are Flickr and del.icio.us.

Mash-upMash-up refers to a new type of Web-based applications that mix two or more services from disparate Web sites. A mash-up, for example, could overlay traffic data from one source on the Internet over maps, a leading example is ChicagoCrime.

moblogging Short for mobile blogging, this is posting blog updates from a mobile technologies.

Open source softwareSoftware whose source code is available under a license that allows anyone to study it, change it or enhance it, and to redistribute it any form. It is typically built in a collaborative manner

Personal Branding Branding people and their careers


SMM Glossary Podcast

Media files for playback on portable media players and personal computers distributed over the Internet using feeds. Podcasts can be downloaded automatically and have quickly become used in any number ways

Reputation Management Tracking an entity's actions and other entities' opinions about those actions; reporting on those

actions and opinions; and reacting to that report creating a feedback loop. All entities involved are generally people, but that need not always be the case. Other examples of entities include animals, businesses, or even locations or materials. The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points.

RSSReally Simple Syndication is a format for feeds that uses XML. RSS is used frequently by news Web sites, Weblogs and for podcasting

Semantic WebA mesh of information linked to be easily processable by machines, on a global scale. An efficient way of representing data on the World Wide Web, or as a globally linked database


SMM Glossary Social bookmarks

A popular Web-based way to share Internet bookmarks. Based on folksonomy, the classification and ranking of resources continuously evolves; social bookmarking services allow users to subscribe to tag based feed. Subscribers become aware of new resources as they are noted, tagged and classified by other users

Social NetworkingTools that help people discover new friends or colleagues through shared interests, similar skills or a common geographic location

Social softwareSoftware that allows people to communicate and collaborate. E-mail, blogs, and even instant messaging are all examples of social software.

TagMetadata that describes other data, a tag is relevant keyword(s) associated with a piece of data (picture, article, video) that describes the item. Tags are chosen informally and personally by the author/creator or the consumer of the item


SMM Glossary

Web syndicationWeb feeds make content available to other sites or individual subscribers. Could be licensing content for use, or just providing summaries of a site's recently added content

WebcastSending audio and/or video live over the Internet. A Webcast uses streaming media technology to distribute a single content source many simultaneous listeners/viewers.

WikiA Web site that allows visitors to add, remove, and edit content. It allows linking among any number of pages which makes wiki’s an effective tool for mass collaborative authoring. Think Wikipedia

XMLThe Extensible Markup Language (XML) is a W3C-recommended general-purpose markup language. Its primary purpose is to facilitate the sharing of data across different information systems, particularly systems connected via the Internet


SMM Benefits Generate website traffic Conversion and sales tracking Ad exposure to a highly targeted segment Grow brand awareness Business development and a broader customer reach Build reputation as a person / organization that is helpful Network with groups of like minded people Promote events Issue advocacy Give and get free advice Learn about potential customers, vendors, partners World’s largest focus group! Create positive brand awareness and build trust!


How People Find Information




How People Find Information


Trust

Source: Nielsen Global Online Consumer Survey April 2009 / Base: All Respondents*E.g. 90 percent of respondents trusted “completely” or “somewhat” recommendations from people they know


Trust

Source: Nielsen Global Online Consumer Survey April 2009 / Base: All RespondentsE.g. Trust in brand sponsorships increased by 15% in April 2009 from 49% of respondents in April 2007NB: Editorial content, billboards/outdoor advertising and online video ads not covered in April 2007 survey


Building Your Online Brand Fill out your profile completely! Think SEO! Supplement real-world activities with virtual

visibility. Kick it up a notch! Use multiple SM sites to increase visibility and

reach Create a blog about a topic that relates to your

area of expertise and promote it Post articles, whitepapers, and other materials to

relevant third-party sites Be helpful! Ask for feedback! Check out all the available tools on each site.


LinkedIn Overview Messages Connections People You May Know Company Profile Status updates Groups Applications RSS Feeds Who’s viewed your profile Questions Jobs Privacy


Facebook Overview Wall Friends Pages Groups Events Applications Privacy


Twitter Micro-blog Supports text messaging Immediate updates Share useful information Build your brand Direct message other users Privacy


Updates Network Updates (LinkedIn) Wall Posts (Facebook) Tweets (Twitter)

Stay top of mind Promote events, issues Share useful information Learn!


Groups Opt –in online community Groups for every interest

Over 600 groups on LinkedIn related to Cincinnati! Connect with professionals with similar interests and

experience that you would not otherwise know. Share information and expertise Conduct ad hoc research Get free advice

LinkedIn Groups Discussions News Jobs


Pages LinkedIn Company Profiles Facebook Pages

Hybrid of groups and profiles


Other SM Sites Plaxo MySpace YouTube Naymz Classmates Google Profiles


Blogging Share useful information Build your brand Get useful feedback Can be time consuming May need moderation Can be used to damage your reputation


Ping.FM Update status on many sites from one place Super time saving tool! Simple to configure and use FREE!


SMM Threats Identity theft Hacking Stalking Fraud Impersonation Information theft Reputation damage


Reputation Management (RM)

User generated content (UGC) has changed the flow of information about you and your organization forever! Reputation management is following online references to a brand, company, person or service, working to maintain and enhance a positive reputation and having a plan in place to deal with any negative material that might arise. RM is often thought of as mix of marketing and public relations.

4 phases: Create – build a reputation for a new business, individual, service, etc Monitor – watch what is being said and work to ensure that a good

reputation is established and maintained over time. Evaluate – Consider the source, outlet, reach and timing to determine

the impact, good or bad Recover – work to overcome negative information whether it is

warranted or not. This can be very difficult!


Reputation Management

Why RM is so important: Content has the potential to last “forever” Content not only has an increasingly broad reach, it travels faster

than ever (VIRAL), often without your consent or control The number of people using social media is increasingly rapidly Once content is posted, you have little control over who can see it

or what they can do with it! Information posted can be used against you legally People have lost their jobs and/or not been hired because of

postings on the Internet Information posted on the Internet can be difficult to vet Most, but not all adult social network users are privacy conscious;

60% restrict access to their profiles to friends, 58% of adults restrict access to certain content within their profile.


Reputation Management Tracking / Evaluation

Google yourself, organization, service, etc regularly, Bing and Yahoo too

Use Google alerts to proactively monitor Track everything related to your company: variations of

company/product names, names of your key employees, all applicable products or services

Investigate facts before taking action – could be competitor rumors

Don’t create new “personas” to support your position in blogs, forums and message boards as you’ll likely be caught

Monitor RSS feeds Monitor Twitter Monitor most popular social media sites


Reputation Management

YOU HAVE NO CONTROL OVER INFORMATION ONCE POSTED!

INFORMATION POSTED ON THEINTERNET IS FOREVER!

DON’T POST ANYTHING STUPID!


The Future Continued growth New services Continuing Threats Convergence Applications Mobile


Agenda History of the web What is SMM and why does it matter? Goals and Trust How can you take advantage of SMM

LinkedIn Facebook Twitter Blogging Ping.FM Others

Reputation Management The Future Q&A


Questions?

Dave Hatter

Libertas Technologies, LLC

[email protected]

www.linkedin.com/in/davehatter

davehatter.wordpress.com


www.youtube.com/davidlhatter

Q & A Please send me an invitation!


Our Clients Include…


About Libertas Technologies, LLC

SERVICES LANGUAGES DATABASES PLATFORMS

Application Development C# Microsoft SQL Server Microsoft.NET

Web Design and Development VB.NET/VBScript/VB IBM DB2 Microsoft IIS

Strategic Consulting XML MySQL Microsoft Sharepoint

Web Site Usability Optimization Java/JSP Lotus Domino Lotus Domino / Lotus Notes

Search Engine Optimization PHP Microsoft Access IBM Websphere

Business Intelligence HTML/DHTML Apache/Tomcat

Mobile Applications JavaScript

Web Services CSS

Mobile Applications Ajax

Libertas Technologies, LLC, is an award winning, client-focused consulting firm that provides software solutions for business that help save and/or make money. Our consultants have more than 50 years of combined consulting and software development experience and a long track record of success building applications and web sites that help our clients save and/or make money which includes 50 testimonial letters.

Our consultants have worked with over 100 clients and have extensive experience with various application development tools and platforms including but not limited to the following technologies and services:

Need to automate a process, connect systems, build a web site? We can help!

Documents

Social Media Marketing