Social Media 101: Leveraging Tools for Business
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This document provides an overview of social media tools and strategies for businesses. It discusses how social media has changed communications by increasing the number of bloggers and social media users. The document outlines various social media platforms like blogs, forums, social networks, videos, and wikis. It then discusses best practices for businesses, including listening, preparing objectives and policies, and measuring results. Specific tools like Radian6, TweetDeck and Facebook pages and ads are reviewed. The key lessons are that participation is important, conversations should be monitored, audiences engaged, think globally, and experiment.
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Social Media 101: Leveraging Tools for Business
- 1. Social Media 101 What’s Now, What’s New, and What’s Next Presented by Aaron Uhrmacher June 2009
- 2. HELLO!
- 4. How can your company leverage social media tools?
- 5. How can you better integrate social media into client services?
- 6. “Social media marketing will increase nearly 60% this year to $716 million.” - Forrester Research
- 7. OLD WAY BRAND MEDIA AUDIENCE
- 8. 5,900 less jour nalis ts
- 11. THE NEW WAY
- 15. Blog: entries made in journal style, often authored by one individual.
- 16. Information Persuasion Argumentation Sharing Building Supporting Establishing Resolving Defining Issues Knowledge Reputation Contracts Relationships Conflicts Internal Communication Knowledge Blogs Collaboration / Project Blogs Issues Market Communication Campaigning Blogs Service Blogs Blogs Product/Brand Customer Blogs Relationship Crisis Blogs Blogs Public Relations Source: Ansgar Zerfab, EuroBlog 2006
- 18. Forum: bulletin board style web page; users interact by leaving comments in topic threads; typically moderated by the group.
- 19. Social Networking: communities of people who share interests and activities, or who are interested in exploring the interests and activities of others.
- 20. Online video: Upload, share and view original videos through websites, which are downloaded via computers, phones or portable MP3 devices.
- 21. Micro/Mobile Sharing: a simpler, mobile version of a blog.
- 22. TWITTER 32 million
- 23. Podcast: digital media files that can be syndicated, subscribed to and downloaded automatically when new content is added.
- 24. Wiki: a website that allows visitors to collaboratively add, remove, edit and change content.
- 25. Aggregators: Sites that pull content from your social media profiles and display all of the activity in one place.
- 30. (FREE TO) LISTEN
- 32. Radian6
- 33. PREPARE
- 34. AUDIENCE
- 35. OBJECTIVE
- 36. Social Media Policy Be transparent Be authentic Use common sense Speak for yourself Don’t share company secrets
- 37. MEASUREMENT
- 38. MEASUREMENT Did we learn something new about our customers? Did we communicate with a new audience? Are we thought leaders in an area where we weren’t before? Did we make mistakes and learn from
- 39. Social Networking Activities of US CEO on Facebook 31% Social Networking is part of biz and operation strategy 30% Utilize social networking as a tool to build and manage brand 29% Utilize social networking as an internal comms tool 23% Utilize social networking for recruiting purposes 23% Utilize social networking to engage employees 21% Has an employee created Facebook page 18% CEO has a Twitter profile 14% Post videos on YouTube 13% Corporate Facebook group 11% Source: Deloitte, 2009
- 48. THE NEW PUBLISHING FriendFeed Bookmark Search Twitter Retweet Likes Facebook News Feed Comments Blog Post Trackbacks Pingbacks New Post Search Status Update LinkedIn Groups
- 49. RAZORFISH
- 54. BRAND PARTICIPATION Direct Indirect Internal Listening
- 59. TWEETDECK
- 60. FACEBOOK Sponsored Groups Avg. cost is 6 figures for 3 month engagement Completely customizable Fan Pages Free to create Users add themselves as fans, write on Wall, upload photos Creators can send updates to fans Creators add applications to Page When fans interact with the page, actions they take are automatically generated into social stories
- 61. FACEBOOK Official Networks Employees only Need a company email address to join Same features as Groups, but visible only to network Facebook Ads Create and attach to stories in News Feed or in the left hand Ad Space Click through rates between 4 and 26% (Forrester) Purchase based on CPC or CPM Receive performance metrics and demographic data
- 62. TO REVIEW 1. Participation is not an option 2. Monitor conversations 3. Engage your audiences 4. Think of a global audience 5. Experiment to find what works
- 64. Aaron Uhrmacher Blog: DISRUPTology.com Twitter: @aaronu