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This introduction to Social Media takes you on a journey from the start of social media through today, highlighting its importance and the evolving media landscape. We explore companies doing it the right way and visit some examples of social media gone wrong. Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.
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Social Media Palooza
Your Presenter
Michael Wunschwith special guest Emily Van Winkle
+ The Evolving Media Landscape
+ Social Media History
+ Why Is Social Media Important
+ The Good, The Bad
+ The Blogosphere
+ Looking Ahead
Today’s Agenda 3
QUESTIONWhat is your current definition
of Social Media?
? ?
?
The Evolving Media Landscape
Integrated Digital Lifestyle 6
Today’s consumer is always on
at work.
Integrated Digital Lifestyle 7
Today’s consumer is always on
at home.
Integrated Digital Lifestyle 8
Today’s consumer is always on
at leisure.
Today’s Consumer Has Changed (for good)
The Break Up 10
Social Media History
QUESTIONWho is credited with being the
first social networking site?a) Friendster b) Facebook c) SixDegrees
?
?
QUESTIONWho is credited with being the
first social networking site?a) Friendster b) Facebook c) SixDegrees
?
?
The Evolution of Social Media
1995 2010
2006
2003
2004 2005
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Who Dominates?
QUESTIONApproximately 5% of Twitter users
account for 75% of all activityTrue / False
?
?
QUESTIONApproximately 5% of Twitter users
account for 75% of all activityTrue / False
?
?
The Power of the People
3,279,102 friends 620,359 friends
1,043,850 friends 218,172 friends
1,824 videos uploaded Channel Views: 20,024,491
330 videos uploaded Channel Views: 2,221,268
137,206 followers 4,848 Followers
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What is Social Media Marketing?
+ A collective experience based on relevancy
+ A digital experience with no boundaries
+ A loss of brand control – Gain of community
+ Participatory
+ Experiencing massive growth fueled by our need to interact
+ A new era of conversation and consumer control
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The Era of Conversation and Consumer Control
Advantages:
+ Personalizes the brand+ Shows the culture of a company
+ Lower cost than traditional marketing and advertising
+ Helps accomplish branding goals+ Extends the branding reach
+ Large Search Engine Optimization impact+ Links, fresh content, more real estate
20
The Era of Conversation and Consumer Control
Disadvantages:
+ Huge time investment
+ Once content is posted, it’s almost impossible to remove from the Internet+ Example: Domino’s
+ No control of conversation, only influence
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One of the dangers to the effective adoption of social media as a marketing strategy is the large percentage of those who consider themselves knowledgeable – but have no social media experience.
22The Era of Conversation and Consumer Control
What Are The Possibilities?
Three Main Forms of Social
+ Sharing+ Del.icio.us, StumbleUpon, Mixx
+ Networking+ Facebook, MySpace, Bebo
+ Publishing+ Twitter, YouTube, Yelp
23
QUESTIONMore than 70% of Facebook users
are outside the United States.True / False
?
?
QUESTIONMore than 70% of Facebook users
are outside the United States.True / False
?
?
QUESTIONWhat are the strengths and
weaknesses of your organization?
? ?
?
Why Is Social Media So Important
The Power of the People
Social Media Stats
+ 70% of consumers rely on various types of social media sites
+ Dell has attributed more an $6.5 million in revenue directly to Twitter
+ Best Buy has over 2,500 employees assisting customers via Twitter on the Twelpforce initiative with full ad support
+ Over 50% of the Fortune 500 maintain at least one active Twitter account
+ More than 50% of Twitter users report using for business purposes
+ Social media sites score significantly higher than company websites as the source of information most likely to influence their purchasing decisions
28
The Power of the People 29
61% of Facebook’s users are middle aged and older
Females 55 to 64 years old are the fastest growing segment on Facebook
1 out of 8 couples married in the US met using social media
The Power of the People
Social Media Stats
+ 62% say they value the information received in their conversation more than information received from ads
+ 75% of survey respondents said they spend at least one hour a week on social networks, with almost 19% spending more than seven hours a week on those sites
+ Consumers, especially men, feel better about companies and their brands when they can interact with them through social media
+ 58% said if they tweet a poor customer service experience, they would like the company to respond
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A New Paradigm
+ Must be transparent
+ Consumers will catch you
+ Personas and real people
31
A New Paradigm for Advertising
+ Continuous effort / must have commitment
+ Major investment in time
+ Very personal
+ The social community comes first
32
The Brand Importance
+ Your brand values are what your consumers say or think they are
+ Your brand is evolving with or without you!!!
+ Your consumers are absolutely part of the conversation
+ As a brand, you can listen
33
The Brand Importance - Engagement
+ Brands must establish rules of engagement+ Do you correct errors+ How do you provide support+ Will you ask for consumer feedback+ Are you prepared to reward good behavior
+ Know your landscape
34
QUESTIONWhat are your brand values?
? ?
?
Social Media & SEO
+ Universal search
+ Direct impact on search results
+ Search trending more social
+ Real estate over position
36
The Good, The Bad, The Downright Ugly
QUESTIONHow many hours of video are
uploaded to YouTube every minute?a) 12 hours b) 24 hours c) 32 hours
?
?
QUESTIONHow many hours of video are
uploaded to YouTube every minute?a) 12 hours b) 24 hours c) 32 hours
?
?
The Good: Dell – Zero to Hero 40
The Good: PostSecret 41
The Good: EA Joins Conversation 42
The Good: (Twitter Response) 43
The Good: Starbucks 44
The Bad: 45
The Bad - Molson 46
The Bad – Chevy Video Contest 47
The State of the Blogosphere
QUESTIONWho are the most prominent
bloggers in your industry?
?
?
?
Should Our Brand Blog?
+ What is commitment level
+ Set content calendar / mins.
+ Strategy – one or many (purpose)
+ Not content for content’s sake
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Next Week’s Agenda
+ Educating Staff / The Commitment
+ Social Response Matrix / How and When
+ PR Emergency Planning
+ What Platform for your Business
+ Measuring Success
+ Social Media Plan Creation
56
Questions?
