twitter & facebook for dummies
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©2009SpringCreekGroup,ContentRightsReserved
AfewplaceswhereyoucanfindSpringCreekGroup
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©2009SpringCreekGroup,ContentRightsReserved
FunStats• Socialnetworksandblogsarethe4thmostpopularonlineacAviAesonline,includingbeaAngpersonalemail.67%ofglobalusersvisitmembercommuniAesand10%ofallAmespentontheinternetisonsocialmediasites.
• IfFacebookwereacountry,itwouldbethefourthmostpopulatedplaceintheworld.ThismeansiteasilybeatsthelikesofBrazil,RussiaandJapanintermsofsize.*
• 80%ofcompaniesuse,(orareplanningtouse),LinkedInastheirprimarytooltofindemployeesduringthecourseofthisyear.Thesitehasjustcelebratedreachingits45‐millionthmembership.
• Around64%ofmarketersareusingsocialmediafor5hoursormoreeachweekduringcampaigns,with39%usingitfor10ormorehoursperweek.
• Ittookradio38yearstoreach50millionlisteners.TerrestrialTVtook13yearstoreach50millionusers.Theinternettookfouryearstoreach50millionpeople...Inlessthanninemonths,Facebookadded100millionusers.
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FunStats• Wikipediacurrentlyhasmorethan13millionarAclesinmorethan260differentlanguages.Thesitea\ractsover60millionuniqueusersamonthandit’so_enhotlydebatedthattheinformaAonitcontainsismorereliablethananyprintedEncyclopaedia.
• ThemostrecentfigureofblogsbeingindexedbyTechnoraAcurrentlystandsat133million.ThesamereportintotheBlogospherealsorevealedthatonaverage,900,000blogpostsarecreatedwithinasingle24‐hourperiod.
• It’sbeensuggestedthatYouTubeislikelytoserveover75billionvideostreamstoaround375millionuniquevisitorsduringthisyear.
• ThetopthreepeopleonTwi\er(AshtonKutcher,EllenDeGeneresandBritneySpears)havemorecombinedfollowersthantheenArepopulaAonofAustria.*
• AccordingtoSocialnomics,ifyouwerepaid$1foreveryAmeanarAclewaspostedonWikipedia,youwouldearn$156.23perhour.
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FunStats• Theonlinebookmarkingservice,Delicious,hasmorethanfivemillionusersandover150millionuniquebookmarkedURLs.
• SinceAprilthisyear,Twi\erhasbeenreceivingaround20millionuniquevisitorstothesiteeachmonth,accordingtosomeanalyAcalsources.
• Formedin2004,Flickrnowhostsmorethan3.6billionuserimages.
• UniversalMcCannreportsthat77%ofallacAveinternetusersregularlyreadblogs.
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WhatistheBuzzabout?
• Facebook has grown from 100 million to 200 million users in less than 8 months. Traffic to Facebook has grown 314% in a year.
• Social Networking is now more popular than email, according to Nielsen Online’s latest research. 66.8% of Internet users have social networks, while only 65.1% have used email.
• YouTube reached 100 million monthly viewers in the US in March 2009, 6.3 billion videos were viewed on the site.
• YouTube will serve 75 billion video streams to 375 million unique visitors in 2009.
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More Background Info
• Twitter’s yearly growth rate is 1,382%. According to Nielsen Twitter currently has 7 million unique visitors. If it keeps grown at this rate, it’ll have 100 million visitor same time next year.
• LinkedIn has more than doubled size in the past year, reaching more than 15.8 million people in the US, ranking third, behind facebook & myspace.
• Digg has 36 million unique visits in March 2009 and is still growing.
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TheSocialMediaEngagementSpectrum
Ignore
• Let anyone write anything • Don’t track metrics • Allow comps to post nasty comments • Don’t identify influencers
Watch
• Keep an eye on customers • Track changes in customer perception • Monitor comps in space • Use social media to understand landscape
React
• Respond to negative attacks • Correct factual errors • Stop comps from gaining share of voice • Compare competitors and analyze partners • Utilize a blog to complement “traditional” PR & Comm efforts
Engage
• Provide resources for bloggers to get data images and quotes • Identify influencers • Create active competitive analysis strategy • Reach out to key bloggers
Leverage
• Push stories to influencers and fans • Keep content current with news and info • Let community have first look at commercials and other creative
Drive
• Run message and comment boards for customer groups • Maintain and grow thought-leadership presence where it matters most • Develop & drive industry blogs that put company in positive light
• SocialMediaEngagementmeansmorethanjustbuildingpages.Itmeansunderstandingwhereyourclients/customers/employersare,andgoingtothem.
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Our5CorePrinciplesforSocialMediaCampaigns
1. Value–Don’t“Market”,InsteadPublishContentthatHelpsThoseImportant
2. Ethics–NeverBend“TheRules”…andFirstUnderstandThemByCommunityandSite
3. Transparency–PersonalandProfessionalOpenness
4. Authen8city–BeConsistent,Passionate,andCommiNedtoYourIndustry(notjustyourbrand)
5. Focus–DoTheRightThingsWell
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TypesofSocialMediaMarkeAng
OnetoOne PersonalConnecAonsandCommunicaAons
OnetoMany
Individuallybroadcastedcontentplus“TheBrandCalledMe/Us”
ManyAffinity‐based,geographicallyagnosAcnetworksoflike‐
mindedpeoplehelpingeachotherTo
Many
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SocialMediaApplicaAonsYouKnow
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The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
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Andafewmore….
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TopTraffickedUSSites(Q12009)
1. Google 11. AOL
2. Yahoo! 12. Blogger
3. Facebook 13. Amazon
4. YouTube 14. Go
5. MySpace 15. CNN
6. MSN 16. Microsoft Corporation
7. Windows Live 17. Flickr
8. Wikipedia 18. ESPN Sportszone
9. Craigslist 19. Photobucket
10. eBay 20. Twitter
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©2009SpringCreekGroup,ContentRightsReserved
SocialNetworks:TheHeavyweights
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Source: Compete.com
©2009SpringCreekGroup,ContentRightsReserved
Twi\er:“Geeks,Marketers,andRichGuys”
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Source: Compete.com
©2009SpringCreekGroup,ContentRightsReserved
OprahTweets!
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SocialNetworks:TheNextTier
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Source: Compete.com
©2009SpringCreekGroup,ContentRightsReserved
UGCSites:YouTubeandthe30Dwarves
Source: Compete.com
©2009SpringCreekGroup,ContentRightsReserved
PhotoSharingandMoreSource: Compete.com
©2009SpringCreekGroup,ContentRightsReserved
Bookmarking
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Source: Compete.com
©2009SpringCreekGroup,ContentRightsReserved
AWealthofOpportuniAesPasttheBigBrandNames
Youareenabledtobe\erunderstandyourbrandequityonline–andempowerconsumerstodrivebrandawarenessandengagementonline,acrosstheenAreSocialMediaWeb
Blogs
Consumer Forums
Digital Image Communities
Music / Podcasting
Product Review Sites
Social Networking Sites
Help & How-to Forums
Industry Blogs
Viral Video Sites
Professional and Brand Networks
Aggregators / Crowd-sourced Content Sites
Social Bookmarking &
Site Sharing
Wikis Widgets
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©2009SpringCreekGroup,ContentRightsReserved
Assoonasyouleavearoom…
• Whetherit’saninterview,salescall,pitch,orothermeeAng,assoonasyouleave,thepersonyouarepitchingisgoingonlinetoseeiftheInternetconfirmswhatyoujusttoldthemaboutyourself.
• Befound,andbeindemand,understood,andconnected.
• RemainonyourowninformaAonislandandyou’llendupsunburned,hairyandlonely.
©2009SpringCreekGroup,ContentRightsReserved
SocialMediaforDiscoverability
• Managing“discoverability”–makingsurethoselookingforyouoryourbusinesscanfindyouwheretheyaremostfrequentlylooking▫ Personal/professionalProfilesites▫ Relevantsocialnetworks▫ GoogleDirectories(forGooglesearchresults)▫ LiveSearchDirectories(forLiveSearchresults)
• “PRthroughSelfPublishing”▫ PowerofyourownBlog▫ PowerofcommenAngonotherpeople’sblogs▫ Maintainingshared/bookmarkedcontentofrelevance
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HowDoesSocialMediaAffectSEO/SiteDiscoverability
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Discoverability:PersonalExample
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StrengthsandWeaknessesStrengths:
• Freetobuild:FacebookaccountsarefreetosetupandthereisnosubscripAonfeestokeptthepagelive.• FacebookPagesareindexedinsearchengines:increasingthelikelihoodoffolksfindingyourorganizaAonthroughaGooglesearch.• APagecanhavemul8pleadministrators:Thismeansmaintainingapagecanbesharedbymanypeoplebothinternalandexternal.• AnalyzeTraffic:FacebookInsightstrackdataonvisitors.• NoFanLimits:Therearenolimitstothenumberoffansyoucanhaveonapage.• Abilitytosendmessagesandupdatestoallyourfansatonce:FansreceivingthosemessagescaneasilyforwardthemessageORpostthemessagetotheirFacebookWall.• TabshavetheirownURL:YoucansetatabasthedefaultlandingpageforwhenusersfindyourFacebookPage.YoumayalsochooseanytabtobethelandingPageforoff‐sitepromoAon.
©2009SpringCreekGroup,ContentRightsReserved
StrengthsandWeaknessesWeakness:
• Limita8onstocustomizing:FacebooklimitsthechangestoaddiAonofmodulesandapplicaAonsbutdoesnotallowmodificaAontopagestructure.• PagescannotposttofanProfiles:Althoughtheycanpostupdatesorsendemailtofanstheprofilecannotdirectlyposttoafanswall.• Membershiphasitsprivileges:UserhavetobeaMemberofFacebooktobeabletointeractwithpage.
©2009SpringCreekGroup,ContentRightsReserved
SCREENSHOTS
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Accounts
Tools
©2009SpringCreekGroup,ContentRightsReserved
ChannelBackground• FromFeb‘08–Feb‘09,Twi\ergrew1,382%DuringthesameAmeFacebookgrew228%
• 4categoriesofTwi\eraccounts:▫ Personal‐“I’meaAngasandwich”▫ Celebrity‐“I’mShaq,I’mbig”▫ Companies/customerservice–“Productisavailablehere…”▫ News–“I‐90bridgeclosedforrepairs”
• GoalsandobjecAves▫ DefineTwi\er▫ HowtouseTwi\er(search,analyAcs…)▫ HowcanyoulearnfromTwi\er▫ Tweet
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©2009SpringCreekGroup,ContentRightsReserved
StrengthsandWeaknesses
▫ Channelstrengths RealAmenews CustomerloyaltyandpersonalconnecAontobrands AbletodisseminateinformaAoneasily Easytouseasatooltofindinternettrends 140characterlimit
▫ Channelweaknesses 140characterlimit(dopeoplewanttosaymore) Tech‐savvychannel
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Strength:CompaniesandBrands
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• Zappos(@zappos)Comcast(@comcastcares)Google(@google)
• WhydoTheyTweet?▫ MonitorconversaAonaroundproduct
▫ Candirectlyengagewithcustomers/resolveproblems
▫ Gainandretainfans
©2009SpringCreekGroup,ContentRightsReserved
Strength:SourceforNews
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CNN(@cnn)King5(@King5sea\le)WSDOT(@wsdot)
• Whydotheytweet?
▫ Socialmediapresence▫ MaintainreputaAon
• Compe88on
▫ Everyuser Direct,instant,unfilterednews
• HudsonPlaneCrash–Firstpictureswerepostedontwi\er
@scearley - Blocking signs are old tunnel warning signs. Will remove once we are sure the new ones work. learn more: http://bit.ly/RAtlt
©2009SpringCreekGroup,ContentRightsReserved
ToolsWeUse• Whatisthevalueofyourtwi\eraccount?▫ Twi\erGrader▫ Twi\erCounter▫ TweetStats
• ACorporatewaytoTweet▫ CoTweet ManagemulApleaccountswithonetool ClickTracking–bit.ly
• DesktopApplicaAons▫ TweetDeck▫ Twhirl
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BestPracAces–ExtremelyPersonal
• Peoplerelatetothisbrandbecausetheycanbefunandpersonalwithit
• Tony,theCEOofZappos,tweetspersonaltweetsaswellasbusinesstweets.
• TheTwitPicoftheirtweetstreamhereisoff…▫ Thispicturegot79retweets!
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Whonottotweetlike?
• Thereare3levelsofengagementinTwi\er▫ Contentpusher(usuallyonlyworksifyou’reanewssourcelike@CNNbrk)▫ Contentpusher+somefunpicturesandmoreengagingtweets▫ @replypeoplewhenateammembergetsachance+abovecategories▫ Highlyengagingtweets(quesAonsandcontestsandcontentandpics)+@replyingeveroneinaquickfashion
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ChannelBackground
• 133,000,000–numberofblogsindexedbyTechnoraAsince2002
• 346,000,000–numberofpeoplegloballywhoreadblogs(comScoreMarch2008)
• 900,000–averagenumberofblogpostsina24hourperiod
• 77%‐percentageofacAveInternetuserswhoreadblogs
• Whetherit’slargeorsmall,there’saconversaAonvenueouttheretalkingaboutyourbrandoraboutyourspace
Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/
©2009SpringCreekGroup,ContentRightsReserved
StrengthsandWeaknesses
• BlogandForumstrengths▫ Equallybalancedbetweenmessagingandlistening▫ Measurabilityisenhancedthroughlisteningtools▫ AbilitytocreateandculAvateabrandculture▫ Die‐hardgroupsalreadydedicatedtoyourbrandorspace
• BlogandForumweaknesses▫ Die‐hardgroupsopposedtoyourbrandorspace▫ TheblogospheregrowsexponenAally(hardtocontain)▫ Onceyourmessageisoutthere,it’soutthere
©2009SpringCreekGroup,ContentRightsReserved
BlogPlayorms
• www.wordpress.com• www.blogger.com• Also:www.squarespace.com
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©2009SpringCreekGroup,ContentRightsReserved
TipsandTricksforYourFirstBlog
• Registerandbuildwithadifferentnameandemail• Test,write,test,write,play• Bloggingissupposedtobeafunwaytoshareyourthoughts.Ifit’snotfun,don’tdoit.
• Buildablogrollthatshowsoffyourfavoriteblogs• Commentonotherpeople’sblogswhentheywritesomethinginteresAng
• Linktootherblogsyoulikeandprovideabriefsynopsisoftheirstory.
• MakesuretonamephotoswithproperSEOtags:i.e“AndyBoyer@SoundersGame,”not“DSC_0043”
• Lookatotherpeople’ssourcecodetofigureouthowtheydidsomethingyouwanttotry.
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SpringCreekGroup
©2009SpringCreekGroup,ContentRightsReserved
©2009SpringCreekGroup,ContentRightsReserved
ChannelBackground
• LinkedInisaprofessionalnetwork;individuals,organizaAons,companiesandgroupscanuseLinkedInasaneffecAveengagementtool.
• Thisagreattoolforboardsandvolunteerstoorganize,memberstohavediscussiongroupsandawayforyourorganizaAontoparAcipateinacommunityofsimilarorganizaAonsbyaskingandansweringquesAonsaboutyourprogramsorforindustry‐relatedissues.LinkedInhasveryhighSearchEngineOpAmizaAon,socompanyandprofessionalprofilesshowhighresultsinGoogleorBingsearchresults.
©2009SpringCreekGroup,ContentRightsReserved
ChannelBackground
• Thechannelisprimarilyusedbyprofessionalindividuals:creaAngprofilesforcareerdevelopment,engagingingroupsanddiscussions,posAngquesAonandanswersanddevelopingrelaAonshipsthroughcareeradvice.
• LinkedInworksonanetwork‐thosewhoyouknowandareconnectedwithare1stdegree,thepeopletheyknoware2nddegreeandthepeoplethosepeopleknoware3rddegree.Thegoalistobeconnected,shareandreceiveinformaAon
©2009SpringCreekGroup,ContentRightsReserved
Trends• LinkedInisaglobalnetworkofover42millionprofessionalsfromeverycountryaroundtheworld,withapproximatelyhalfoftheourmemberbaseoutsidetheUnitedStates(h\p://blog.linkedin.com/page/2/)
• Linkedin’saudiencehasshi_edyounger,withthe18‐24,and25‐35yearoldsegmentsbothgrowingbynearly15%.ThiswasalsoduringaperiodofmassiveoverallsitegrowthdrivenatleastparAallybyaninfluxofyoungervisitors.
• Nearly90%ofallLinkedIn’sTrafficis55oryounger.(Compete)• AsofMay2009LinkedInhasmorethan40millionmembersandmorethan300,000usergroups.(h\p://blog.linkedin.com)
©2009SpringCreekGroup,ContentRightsReserved
StrengthsandWeaknesses
• Channelstrengths▫ Connectwithprofessionals▫ Haveasenseofauthority▫ Highlytransparent‐engagementislinkedtoprofessionalprofiles▫ Highsearchvisibility▫ Strongresearchtool▫ GoodformessagepromoAonandlisteningandmonitoring▫ VanityURL’savailable
• Channelweaknesses▫ Weaknesses▫ Standardpagesetupnotopen
tobranding▫ Companyprofileshavelimited
applicaAons(comparedtoindividualprofiles)
▫ GroupprofileshavelimitedapplicaAons(comparedtoindividualprofiles)
▫ Nobuiltinmeasurementtools
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Tips
• UseprofessionalcommunicaAoneAque\e• Useindividualprofilestobroadcastblogs,reflectbrand,conductoutreach
• PostquesAons,answerquesAonsandupdateyourdiscussionregularly‐bybeingacAveyouwillbeconsideredknowledgeable
• BeauthenAc–thissiterequiresmoretransparencythanmostduetotheprofessionalrelaAonshipoftheconnecAons,beauthenAc
• Buildyourprofiletothefullestcapacity‐itwillrankhighinSearch
©2009SpringCreekGroup,ContentRightsReserved
BestPracAces–Microso_Office
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BestPracAces–NWEN
©2009SpringCreekGroup,ContentRightsReserved
OtherSocialMediaChannelsandToolstoExploreandPlayWith
Someofthesemayworkforsomepeopleandnotothers.It’sallpersonalpreference.
• Slideshare.net• Flickr.com• Biznik.com• Ning.com• Wetpaint.com• Naymz.com• GoogleProfile• GoogleAlerts• TweetDeck
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