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Introduction to Social Media 



Introduction to Social Media

 

 
 
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Slide 1: Introduction to  Social Media October 22, 2008 Michael Brito
Slide 2: What is Web 2.0? Web 2.0 is a term often applied to a perceived ongoing transition of the World Wide Web from a collection of websites to a full fledged computing platform serving web applications to end users. Web 2.0 Source: Wikipedia 2 November 24, 2009 “Second generation of internet based web services.”
Slide 3: “ The rise of Web 2.0 technology has ushered in a era where people are talking, ranting, complaining, praising, reviewing, and sharing everything online for the world to see. They are talking about products, services, companies, experiences (bad or good) and providing their feedback, on their terms. They demand to be heard! 3 November 24, 2009
Slide 4: Social Media Traditional A Shift to Publishing a Conversation Traditional online tactics focus on crafting institutional messages and assets then mass distributing them to a core audience. Social Media focuses on enabling and publishing a conversation between multiple parties where the community has a steak in the dialogue Blogs Communities Institutional Voice Audience 4 Social Media November 24, 2009
Slide 5: Social Media Robert Scoble’s Social Media Starfish (Image source: Robert Scoble & Darren Barefoot) 5 November 24, 2009
Slide 6: Social Media Defined Social Media Social media describes the online tools (created with Web 2.0 applications) that people use to share opinions, experiences, and perspectives with each other. A few prominent examples of social media applications are Wikipedia (reference), MySpace (social networking), YouTube (video sharing), Second Life (virtual reality), Digg (news sharing), Flickr (photo sharing) and Miniclip (game sharing). These sites typically use technologies such as blogs, wikis, message boards, podcasts, wikis, and vlogs to allow users to engage and interact with eachother. 6 November 24, 2009
Slide 7: Social Media Defined User-generated content, Consumer-generated media User-generated content (UGC) refers to various kinds of media content that is produced or primarily influenced by end-users; as opposed to traditional media outlets. Consumer-generated media (CGM) describes word-of-mouth behavior that exists on the Internet. Typically, consumer-generated media encompasses opinions, experiences, advice and commentary about products, brands, companies and services— usually informed by personal experience —that exist in consumer-created postings on Internet discussion boards, forums, Usenet newsgroups and blogs. 7 November 24, 2009
Slide 8: Social Media Defined Social bookmarking, Social Media Optimization Social Bookmarking is a method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata. Social media optimization is about implementing changes to a site (or blog) so that others can easily link to it, tag it, post a comment to it; and then submit it to social bookmarking sites; making it social media ready! 8 November 24, 2009
Slide 9: Social Media Optimization (SMO) 5 Rules of Social Media Optimization 1. 2. 3. 4. 5. Increase Linkability Make tagging and bookmarking easy Reward inbound links Help your content travel Encourage the mashup Source: Rohit Bhargava, Vice President for Interactive Marketing with Ogilvy Public Relations Worldwide http://rohitbhargava.typepad.com 9 November 24, 2009
Slide 10: Social Media Optimization (SMO) 5 Rules of Social Media Optimization 1. 2. 3. 4. 5. Increase Linkability Make tagging and bookmarking easy Reward inbound links Help your content travel Encourage the mashup Source: Rohit Bhargava, Vice President for Interactive Marketing with Ogilvy Public Relations Worldwide http://rohitbhargava.typepad.com 10 November 24, 2009
Slide 11: Social Media Optimization (SMO) Increase Linkability 1. 2. 3. 4. 5. Blogging White papers Thought pieces Flash demos 2-way dialogue Remember, the key is to have content that “engages” others and makes them want to link to your site. 11 November 24, 2009
Slide 12: Social Media Optimization (SMO) Make tagging and bookmarking easy − − − Adding quick buttons to "add to del.icio.us“ Making sure pages include a list of relevant tags Adding tags to pages first on popular social sites Tags that describe the content Easy to bookmark and add to Social Media Sites A “tag” is just a word(s) that describe content. 12 November 24, 2009
Slide 13: Social Media Optimization (SMO) Help your content travel; be EVERYWHERE • SMO is not just about making changes to a site. When you have content that can be portable (such as PDFs, video, podcasts) Submitting them to relevant sites will help your content travel further, and ultimately drive links back to your site RSS – allow others to subscribe to your content • • The end goal is to achieve Omnipresence 13 November 24, 2009
Slide 14: Before you jump into social media head first There is some planning involved 14 November 24, 2009
Slide 15: Forrester Research The POST method • People: Assess your customers’ social activates and understand if they even participate in social media. Objectives: Decide what you want to accomplish. Strategy: Plan for how your relationship with customers change. Technology: Decide which social media technologies to use (communities, blogs, twitter, Facebook, etc.) • • • 15 November 24, 2009
Slide 16: Forrester Research Social Technographics Latter of Participation 16 November 24, 2009
Slide 17: Forrester Research • The POST method – Social Media Objectives Listening - using social media as “real time” research and gaining insights from listening to customers Talking - using conversations with customers to promote products or services Energizing - building brand stewardship; and identifying enthusiastic customers and using them to persuade others Supporting - making it possible for customers to help each other Embracing - turning customers into a resource for innovation November 24, 2009 • • • • 17
Slide 18: Distinctive Qualities of Social Media • • • • • • • Participation Full Disclosure Two–way Conversation Building a sense of community Connection Collaboration Facilitation (facilitating something that is ALREADY happening) 18 November 24, 2009
Slide 19: Trends of Social Media Forrester Research − − − − − Consumers trust each other first Losing faith in corporate messages Consumers trust in ads plunged 41% in last three years 69% of them are interested in products/services that lets them avoid ads 92% cite that “WOM” is the best source for researching new products Most people trust discussion boards/forums/wikis/blogs than ads in the media Forrester Study 19 November 24, 2009
Slide 20: Trends of Social Media Juniper Research − − − − − Study showed that … 77% of online shoppers read consumer product reviews and ratings before making a purchase $2 Billion of online travel purchases a year are affected by social media 24% of online car shoppers have changes their mind about a vehicles purchase based on social media 51% of journalists read blogs for story ideas 28% of top search engine results are social media sites 20 November 24, 2009
Slide 21: Final Thoughts … • • • but wait, there are two more slides Social media is about conversations and relationships Customers are in control, but not total control because you CAN participate People do not want to me marketed to; they want to be heard and can relate more to another human than a banner ad It’s not just about great content, it’s about relationships Chances are there is a conversation going on online about your products or services, or even the business itself. Are you going to participate, or let someone else? • • 21 November 24, 2009
Slide 22: What is social media at Intel? Key characteristics • • • • • • Focused in the conversation not at conversation Transparency: forthright & honest, not always positive. Active Listening: responsive to dialogue Voice of many Conversational Facilitate and enable 2 way communication Contributing to brand & marketing goals: Bottom line this is for a marketing end. 22 November 24, 2009
Slide 23: Social Media Resources Blogs, books and other stuff Books − Cluetrain Manifesto − Groundswell − Naked Conversations − Personality Not Included Blogs − Jeremiah Owyang: http://www.web-strategist.com/ − Chris Brogan: http://www.chrisbrogan.com − Social Media Literacy Project: http://socialmediaclub.pbwiki.com/Project:+Media+Literacy − Mashable: http://mashable.com/ − Michael Brito: http://www.britopian.com 23 November 24, 2009

   
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