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Slide 1: Social Media for Business
Slide 2: What is Web 2.0? It is a design philosophy, it is not any one application • Perceived second generation of web development that facilitates communication, secure information sharing and collaboration on the World Wide Web. • Led to the development and evolution of web based communities, hosted services, and applications such as social networking, video sharing sites, wikis, blogs, etc.
Slide 3: Conversation Prism
Slide 4: Social Media Platforms • • • • • • • Blogs Facebook LinkedIn/Plaxo Ning RSS Twitter Wikis
Slide 5: What is Social Media? • Some say “social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is a surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist
Slide 6: Social Media Defined • Social media is an umbrella term that: – Defines the various activities that integrate technology, social interaction and the construction of words, images and audio • • Communication has shifted from one to many – or one-way broadcasting to a true dialogue and conversation (many to many) People have transformed from content consumers into content producers – Interactions can include chat, e-mail, video, file sharing, blogging and discussion groups • Information sharing is immediate and viral
Slide 7: Social Media Use • According to Cone’s 2008 Business in Social Media Study: – – – 60% of Americans are using social media Of those, 59% are interacting with companies online 93% of social media users believe companies should have a social media presence • • eMarketer expects the number of U.S. adults using social media to grow to more than 76% this year Think of it as a gazillion conversations happening online 24/7
Slide 8: It’s Here to Stay
Slide 9: It’s Global
Slide 10: Mind Blowing Stats • 3,000,000 • The average number of Tweets per day on Twitter. The number of YouTube videos viewed per day. The amount of content shared each week on Facebook. The number of photos archived on Flickr (6/09). The number of minutes spent on Facebook each day. • 100,000,000 • • 1,000,000,000 • • 3,600,000,000 • • 5,000,000,000 •
Slide 11: Why Use Social Media? • 3 out of 4 Americans use social technology – Forrester, The Growth of Social Technology Adoptions, 2008 • • 2/3 of the global internet population visit social networks – Nielsen, Global Faces & Networked Places, 2009 Visiting social sites is now the 4th most popular online activity – ahead of personal e-mail – Nielsen, Global Faces & Networked Places, 2009 • If Facebook were a country, it would be the 4th largest – between the U.S. and Indonesia – Podcasting News, 2009 • In 2010, Gen Y will outnumber Baby Boomers, and 96% have joined social networks
Slide 12: Social Media Can Impact Business • • • • • • • Public relations Customer service Loyalty building Collaboration Networking Thought leadership Customer acquisition too
Slide 13: Evolving Communication
Slide 14: Social Media Spending Up
Slide 15: Measurement
Slide 16: Insights Source: MarketingSherpa Social Media Marketing & PR Benchmark Guide 2009
Slide 17: Social Media Platforms • • • • • • • Blogs Facebook LinkedIn/Plaxo Ning RSS Twitter Wikis
Slide 18: Blog What it is: • • • An online journal, short for “Web log” Can be open to comments or closed Can be customized with widgets and link to corporate Web sites and/or social media Why it’s important: • • • • • 77% of all Internet users read blogs Almost half (45%) of all Internet users have started their own blogs 36% of Internet users think more positively about companies that use blogs 32% of Internet users trust bloggers' opinions on products and services (Source: PRNews, March 2008) Frequent blog posts can increase search engine rankings
Slide 19: Blog Technorati is a leading blog aggregator and search engine
Slide 20: Facebook What it is: • • The largest social networking site, with more than 122M unique visits, June 2009 Users create a profile and share photos, videos, events, messages and more Why it’s important: • • • • • 300M active users Global visitors spend 8 billion minutes on the site each day Fastest growing segment is 35 years old+ Drives added traffic to corporate site Frequent changes improve search engine optimization
Slide 21: Elements of Facebook Pag es Security Settings Grou ps X X User Profile Applicati ons
Slide 22: Facebook Personal Profile vs. Business Page: • • • Create a Personal Profile first, then create a Business Page that you administer Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in) Business Pages offer rich customization/integration tools: • Analytics • Integrated advertising • Can be extended with custom 3rd party Applications Profiles are for people, not companies
Slide 23: LinkedIn What it is: • • Social networking platform for business professionals & executives More than 43 million members worldwide Why it’s important: • • • • Content updates improve SEO Business organizations benefit from their employees’ professional connections Form connections at a professional level vs. solely personal level Position SMEs as thought leaders by creating or joining appropriate groups
Slide 24: Plaxo What it is: • Platform that offers a mix of professional and personal connections; a “hybrid” social network Why it’s important: • • Content updates improve SEO Gain a deeper understanding of your customers’ online lives through rich sharing among users (blogs, Twitter, Flickr, etc)
Slide 25: Ning What it is: • • Allows users to join and create new social networks for their interests and passions Enables brands to develop their own unique social network that integrates with other Web 2.0 platforms Why It’s Important: • Listening and research opportunities among your most engaged customers and/or prospects
Slide 26: Ning More than 3,300 social media networks dedicated to national credit reporting are registered on ning.com
Slide 27: Twitter What it is: • A microblogging platform that allows users to post short, 140character updates Why it’s important: • Twitter had 23.5 million unique visitors in August 2009 (Source: Compete.com) • Marketers can create a community of followers to which they push information while developing a corporate personality – Follow, Retweet, Respond, DM
Slide 28: Twitter • • • Tweets are permanent (cannot be deleted) The content is so easily digestible that users can follow hundreds of micro-bloggers Like other social media, the proof is in more nebulous measures – – – Number of followers Re-tweets Changes in opt-in rates or visits • • Provides a window into a company’s culture, personality Improves SEO by using keywords in posts
Slide 29: RSS What it is: • • Real Simple Syndication Provides “feeds” of full or summarized text of new Web content Allows you to easily push information to your consumers on their terms Allows readers to subscribe to timely updates from favored Web sites or to aggregate feeds from many sites into one place Content can be delivered to multiple platforms – Why it’s important: • RSS Symbol RSS Symbol • • Web-based, desktop-based, mobile
Slide 30: RSS Google Reader Feedreader.com, an easy-to-use feed aggregator
Slide 31: Wiki What it is: • Sites that support multiple contributors with a shared responsibility for creating and maintaining content (Groundswell) Corporate-developed Wikis educate/engage customers on specific topics most important to them Public Wikipedia pages can appear in the top few results on Web searches based on frequent changes Contributors discuss content and issues in “talk pages” associated with each Wiki 13 million articles on Wikipedia Why it’s important: • • •
Slide 32: How Do You Begin?
Slide 33: Know Your Audiences Forrester's Social Technographics® defines six types of social media consumers: • • • • • • Creators make social content go. They write blogs, upload music, video or text Critics respond to content from others Collectors organize content for themselves and others using RSS feeds, tags, etc. Joiners connect in social networks like Facebook Spectators consume content, including blogs, podcasts, user-generated video, forums, etc. Inactives neither create or consumer social content of any kind Among U.S. men & women, ages 18-55: 73% - Spectators 51% - Joiners 37% - Critics 24% - Creators 21% - Collectors 18% - Inactives Source: Forrester.com
Slide 34: Start by Listening Listen Monitor Conversations: Blog monitoring Tag watching Conversation tracking Create an Individual Presence: Join the communities to learn who’s out there Connect Engage Conversations: Analyze the mood and drivers behind the conversation Participate in the Activity: Attend and join in other people’s events and happenings Influence Spark Conversations: Share the stories behind the work and help educate others: Tag Community content Upload shareable content: videos/photos/ podcasts Create Opportunities: Trial small events of interest and invite the community
Slide 35: Twitter Tools Twitter Search: • Real-time search of keywords and topics being discussed Links to Twitter profile pages (@abc123) • TweetFeel: • Track the positive/negative sentiment associated with keyword mentions Links to Twitter profile pages • TweetDeck: • Program that facilitates remote updating and feed management from desktop or iPhone
Slide 36: So, What Do You Do? • • • Define your company’s social media strategy Think in conversations not campaigns Ask for help if you need it
Slide 37: Really, What Do You Do? • Social media should be part of a marketing PR strategy. Social media… – – – Is not a panacea Must be authentic Must be consistent/frequent for maximum success If possible, integrate it across marketing, sales, PR and even HR Measure # of conversations and quality, not sheer fan volume • Determine who should own social media? – • Establish specific metrics –
Slide 38: The Avenue Affordable Luxuries • Goals – – – Grow Facebook fans to 1,000 Engage a new community of shoppers Gain feedback on The Avenue brand Leveraged Affordable Luxuries advertising campaign to create a promotion for ShopTheAvenue Facebook page • Tactics –
Slide 39: The Avenue Affordable Luxuries • Tactics – Developed valuable prize package – Created easy to enter contest – join, take an action – Promoted contest via online and traditional marketing PR • Press releases, e-mails to more than 60,000 recipients, event listings, listed on corporate Web site, advertising and onsite signage • Results
Slide 40: United Linen • Oklahoma-based SMB – – Uniform and linen services for the hospitality and healthcare industries Family-owned, founded in 1936 Lead generation Customer retention • Social media goals – –
Slide 41: United Linen • Tactics: – – – – – Blog (must-see napkin folding demos) Facebook Flickr Twitter YouTube
Slide 42: United Linen • Results: – Major business-media buzz • National coverage for a regional small business is invaluable Twitter used to update customers during bad weather – Enhanced customer service • – Building new business relationships • Reaching new audiences
Slide 43: Dive In • • Determine the tools to use Adapt traditional metrics – Set sights on low-hanging fruit Set expectations for behavior, educate your team, keep rules simple /focus on transparency Interactive agencies can help to draft policies for HR review Web traffic, media coverage, sales • Set employee policies – – • Track the impact on other channels – • Be flexible to change tactics with new technology
Slide 44: Don’t Be Anti-Social
Slide 45: Contact Us c21i is c21’s dedicated interactive practice area, specializing in social media, e-mail marketing, payper-click advertising and interactive marketing services. Sharon Goldmacher, President & CEO Marlena Reed, VP, Interactive Services (404) 814-1330 sgoldmacher@c21pr.com mreed@c21pr.com http://cwordblog.wordpress.com/ www.facebook.com/c21pr