Download - Join The Conversation Social Media
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A Special
Thanks!To Anthony Juliano who graciously allowed
me to include selections from his recent social media presentations in this presentation.
His contact info: [email protected]
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Hello!
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[Disclaimer]
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NewspaperConversations
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RadioConversations
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TelevisionConversations
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Social media is for real
and it’s changing communication—and your business
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“Marketers don’t understand channels where you have to talk and listen at the same time...
The marketing industry’s idea of two-way communication is to put an 800 number or a web address in an ad and take orders.”
--Josh Bernoff, “Why marketers have trouble with full-duplex social technology,” June 30, 2009
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A few definitions
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What is Social Networking? Social Media? Web 2.0?
Web 2.0
Social Media
SocialNtwrkg
MySpace
Blogs
Microblogs
Photo/vid
sharing
Interactive
Dialogue
User-generated
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What is Social Networking?
• “Social networking is people having conversations online”
• Social networking is your surrogate when you can’t be with your friends/family/customers/ prospects
• Social networking is a glass against the wall• Social networking gives you permission to speak• Social networking is your online resume
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THIS IS A TEST
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Number of minutes per day spent on
?
A. 1 millionB. 1 billionC. 5 billionD. I’m sorry, could you repeat the question? I was just
updating my status.
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Number of minutes per day spent on
?
C. 5 billion
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That’s > 3 million days, EVERY DAY
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If werea country, it would be larger than…
A. RussiaB. JapanC. MexicoD. All of the above, because in tests like these “all of the
above” is always the right answer
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If werea country, it would be larger than…
D. All of the above, because in tests like these “all of the above” is always the right answer
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Largest countries in the world
1. People's Republic of China - 1.3 billion
2. India - 1.3 billion
3. United States - 307 million
8. Facebook - >150 million reg. members
10. Russia - 143 million
11. Japan - 128 million
12. Mexico - 108 million
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More than 100 million videos are viewed on
every…
A. MonthB. WeekC. DayD. Time Craig tries to remember which band sang
“Tainted Love”
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More than 100 million videos are viewed on
every…
C. DayD. …which band sang “Tainted Love”?** Soft Cell
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That’s 1,157 every second
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growth ratefrom Jun 08 - Jun 09
A. 1.928%B. 19.28%C. 192.8%D. 1928%
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growth ratefrom Jun 08 - Jun 09
D. 1928%
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That’s a heapin’ helpin’ of useless info
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Who uses Social Media?MySpace:•12% of Adults •52% Women•Average Age = 33•Average Income = $51,000
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The Decline of MySpace
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The Big 4
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Case Studies and Ideas
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Who uses Social Media?Facebook:•28% of Adults •60% Women•Average Age = 37•Average Income = $68,000
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• Best for: – Building relationships with a group of “fans”
• Pitfalls: – When “fan” group is very large, it’s hard to
manage relationships with individuals– The primary brand is Facebook
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Vanity URL
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Frequent updates
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Fun, interesting content
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Incorporates video/blog postings
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The result
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How Fanpages Work
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How Fanpages Work
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Who uses Social Media?LinkedIn:•3% of Adults •62% Men•Average Age = 41•Average Income = $97,000
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• Best for: – Professional services providers– Career advancement
• Pitfalls: – A little boring
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159 Second Linked In Primer
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Who uses Social Media?Twitter:•4% of Adults •51% Men•Average Age = 36•Average Income = $69,000
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• Best for: – Listening to customers– Short-shelf-life information
• Pitfalls: – Tweets are here today, gone tomorrow– Labor intensive
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Claimed their territory
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Frequent tweets
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“Play with customers”
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Exclusive/time-sensitive promos
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The result
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The result
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Twitter on the web:
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Twitter on the web:
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Using Twitter on Seesmic:
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Blogs
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Who uses Social Media?Blogs:•11% of Adults READ Blogs•5% of Adults have a Blog•56% of Blog Readers are Women•52% of Blogs are written by Women•Average Age = 37•Average Income = $68,000
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What Dell does well on its blog
• Frequent posts• Conversational voice• Break news• Listen and respond to customers• Incorporate video
The result: an engaged audience that has a reason to think about the brand every time Dell posts
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Photo sharingBlogs
Discussion groups Niche networks
Intranets and wikisRSS Feeds
Social news sitesVirtual worlds Social gaming
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Photo sharing sites
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Who could promote their business via Flickr?
• Photographers
• Personal trainers
• Auto dealers
• Antique dealers
• Jewelers
• Hairstylists
• Painters
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Discussion Groups
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What Ivy Tech does well with its discussion group
• Easy to find
• Responds quickly
• Filters spam but allows dissent
• Connects posters to peers
The result: efficiencies, thousands of questions answered and students satisfied
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Niche social networking sites
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What AARP does well on its niche network
• Builds its brand
• Removes barriers for its target audience
• Replicates best of the megasites, but cuts the clutter
• Subgroups
The result: gives AARP another “hook” with members
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Five Ways Social Media is Changing
Your Business
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How is Social Media Changing Your Business?
1. Customers can easily communicate with each other…
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How is Social Media Changing Your Business?
2.…and you can listen in
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How is Social Media Changing Your Business?
3. Word of mouth travels much faster than ever before
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How is Social Media Changing Your Business?
4. There are an infinite number of messages competing for your audience’s attention
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How is Social Media Changing Your Business?
5. “Interruption” advertising is becoming less effective
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A Few Ways to Use Social
Networking to Grow Your Business
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Ways to Use Social Networking to Grow Your Business
1. Actively promote yourself/your business, but…
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Ways to Use Social Networking to Grow Your Business
2. Share advice, expertise, and your interests/activities more often than you
actively sell/promote
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Ways to Use Social Networking to Grow Your Business
4. Visit others’ (relevant) blogs and participate frequently
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Ways to Use Social Networking to Grow Your Business
5. Launch a YouTube channel, Flickr photostream or a podcast
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Ways to Use Social Networking to Grow Your Business
6. Create a niche social networking site
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Ways to Use Social Networking to Grow Your Business
7. Use Twitter to listen to your customers
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Ways to Use Social Networking to Grow Your Business
8. Connect with others in your industry
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Ways to Use Social Networking to Grow Your Business
9. Integrate your social media efforts with the rest of your marketing
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Give to Get….. Build Relationships
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Highest ROI 1. Word of mouth/referral
2. Direct sales
3. One-to-one/events
4. Public relations
5. Advertising
1. Word of mouth/referral
2. Direct sales
3. One-to-one/events
4. Public relations
5. Advertising
Most dependent on relationships
Promotion - Tactics
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Effective use of social media
Better relationships
Better word of mouth
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The Revolution
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Getting Started
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Getting started
Decide whether social networking is right for you
Are you willing to put in the time?Does it interest you?
Do you want more business?Can you handle more business?
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Getting started
Stake your claim
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Getting started
If you’re new to social networking,
don’t jump in right away—
watch and learn
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Getting started
Decide what niche you’ll focus on, which tools you’ll use, and how much time you’ll devote to social networking for business
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Getting started
Decide whether you’ll do it yourself or partner with a consultant/vendor
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Getting started
Consider establishing personal/organizational policies and protocols
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Another way to Listen
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Branding Yourself
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Branding Yourself
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Branding Yourself
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Branding Yourself