This document provides an introduction to social media and how businesses can utilize social media. It defines social media as technologies that allow people to get things from each other rather than traditional institutions. The document outlines different forms of social media like blogs, podcasts, videos, social networking sites, forums, ratings/reviews, wikis, and RSS feeds. It also discusses how businesses can develop a social media strategy by listening to conversations, engaging with customers, and measuring the results. The key aspects of a strategy are identifying goals and objectives, choosing the right social media tools, and getting involved in conversations to build connections.

1. Collin Condray Twitter.com/ccondray SocialMediaRevolutionary.com collin@SocialMediaRevolutionary.com 9/14/2010 An Introduction To Social Media

2. Introductions 2

3. Collin Condray 3 Web developer MBA from the U of A Category Manager Director of Retail Social Media Digital Strategist at Saatchi & Saatchi X

4. Please Ask Questions! 4

5. Excellent Resources 5 Groundswell and Trust Agents

6. What Is Social Media/Social Networking? 6

7. What Is Social Media? 7 AKA Social Networking AKA Web 2.0 Twitter and Facebook These are the technologies.

8. What is Social Media? “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” - Groundswell 8

9. What Is Social Media? 9 Social media networking is no different than regular networking. Same rules in How to Win Friends and Influence People apply.

10. What Is Social Media? 10 Public reactions to entire networks, unlike email which is only between two participants. Even once closed networks like Facebook are revealing more to the public.

11. Why Should I Care About Social Media? 11

12. The Social Media Revolution 12

13. Why Should I Care About Social Media? 13 The always on power of networking Help others and get help. Crowdsourcing. “All of us are smarter than one of us.”

14. What Forms Of Social Networking Are There? 14

15. People Creating 15

16. How They Work - Blogs 16 Mostly text and similar to a journal but contains written content, links, reader comments, and pictures. Many services (WordPress, Blogspot, Blogger, Posterous, Tumblr) allow users to participate for free.

17. How They Work - Podcasts 17 Audio and video files typically available through subscribing to a service like Apple’s iTunes. They typically live on a web site or blog that allows comments. Can be created easily with off the shelf software or with a smart phone.

18. How They Work – Video/Photos 18 Users create videos or take pictures and upload them to their respective sites. No cost to upload. Can store a limited (but not restrictive) amount of media

19. How They Challenge Existing Players 19 Blogs are unregulated so anything goes. No editors. Fact and opinion are mixed. Rumors are reported, and conflicts of interest are not disclosed.

20. People Connecting Social Networking (LinkedIn, Twitter, Facebook) 20

21. Social Networking in Plain English 21

22. How They Work 22 Profiles Brief description of who they are Where they live What they like Where they work

23. How They Work 23 Friends Friend requests Friends can see more of the interactions

24. How They Challenge Existing Players 24 They take attention away from other activities such as TV. They enable people to collaborate who would have never met before.

25. People Collaborating 25

27. Examples

28. Wikipedia

29. Conservapedia

30. wikiHow

32. How They Challenge Existing Players 28 The users highlight or build what they think is important not what a company thinks is important. Example: Nike’s page has a section on their alleged human rights abuses.

33. People Reacting to Each Other Forums, Ratings, and Reviews 29

34. How Do People Use Social Media? Forums (e.g. Yahoo and Google Groups) Bypass official reviewers. Anyone can point out flaws in what you’re doing. 30

35. How Do People Use Social Media? Ratings (eBay seller ratings) Reviews (Amazon product reviews, Rotten Tomatoes movie reviews) 31

36. How They Challenge Existing Players 32 Takes commentary from the hands of “experts” and gives the customers the opportunity to have their say. A single customer can criticize any one thing that has gone wrong (e.g. there’s a fly in my soup, the hotel smells funny, the video is boring).

37. People Organizing Content Tagging 33

38. How They Work 34 Taxonomy vs. Folksonomy In a taxonomy, everything has its own spot defined by the experts. Example: In the taxonomy of species, Homo sapiens is a mammal, while Tyrannosaurus rex is a reptile

39. How They Challenge Existing Players 35 Organizations have no control over how they are tagged. WalmartingAcrossAmerica.com was labeled fake.

40. Accelerating Consumption RSS and Widgets 36

41. How Do People Use Social Media? Accelerating consumption RSS (Really Simple Syndication) Widgets (Toys R Us) 37

42. How They Work 38 RSS has two elements. A transmitter that sends a feed of new items generated by a site (blog posts, Flickr photos). A receiver that displays the items in an organized fashion.

43. How They Challenge Existing Players 39 Do not directly threaten institutional power, but they do accelerate the consumption of media.

44. Social Technographic Profiles 40

45. Creators 41 24% of online Americans Publish a blog Publish their own webpage Upload created video Upload audio/music they created Write articles or stories and post them

46. Conversationalist 42 33% of online Americans Update status on a social networking site Post updates on Twitter

47. Critics 43 37% of online Americans: Post ratings/reviews of products or services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki

48. Collectors 44 20% of online Americans: Use RSS feeds Ad tags to web pages or photos “Vote” for web sites online

49. Joiners 45 59% of online Americans Maintain profile on a social networking site Visit social networking sites

50. Spectators 46 70% of online Americans Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews

51. Inactives 47 17% of online Americans None of the previous activities My Mom

52. Creating a social media strategy-How do I get started? Listen, Engage, Measure 48

53. Listen 49 Google Dedicated software (e.g. Radian6, ScoutLabs, Nielsen BuzzMetrics) Blog search engines Search.Twitter.com

54. Listen 50 What are your customers saying about you? Is it good or bad? Is there anyone already passionate about your brand or industry?

55. Engage 51 POST People Objectives Strategy Technology

56. People 52 What are your customers ready for? Technographic Profile Make sure your target audience is ready for what you throw at them.

57. Objectives 53 What are your goals? Listening – better understand your customers. Get insights from your customers to help make marketing and product development decisions.

58. Objectives 54 What are your goals? Talking/broadcasting – spread your message. Make an existing digital marketing initiative (banner/search ads) more interactive.

59. Objectives 55 What are your goals? Supporting – help your customers support each other. Effective for companies that have high support costs or to connect with cohesive groups that already exist.

60. Strategy 56 What change do you want your customers to make? Carry messages to others Engage more with your organization.

61. Technology 57 What social media tools should you use or build? Use the previous steps to decide what technology fits best.

62. Measure 58 Number of followers on social media networks Number of posts, comments, Tweets, etc. Key influencers, who already have a following that is talking about you Share of conversation

63. Closing Comments 59

64. Get Involved 60 Be there – you can’t talk to your customers without being in the game.

65. Get Involved 61 Be connected – build an army

66. Get Involved 62 Be humble – People connecting together are a hugely powerful force. They can be more powerful than your organization.

67. Questions?

68. Collin Condray Twitter.com/ccondray SocialMediaRevolutionary.com collin@SocialMediaRevolutionary.com Thank you!