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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
mtwitter.com/shaw_timwww.linkedin.com/in/
tmshaw
MarieMarketing [email protected]
mhttp://twitter.com/
mariewiesewww.linkedin.com/pub/
0/159/480
