Presentation to business development seminar May 14, 2009, hosted by the Cleveland/Bradley Chamber of Commerce, Cleveland, Tenn.

1. Cleveland/Bradley Chamber of Commerce
Thursday, May 14, 2009
Take the
LEAP
Finding the Right Place for Social Media
in your Organizational Strategy
Kevin S. Trowbridge

2. 95 Theses

3. 95 Theses
1. Markets are conversations.

4. 95 Theses
1. Markets are conversations.
3. Conversations among human beings sound
human. They are conducted in a human voice.

5. 95 Theses
1. Markets are conversations.
3. Conversations among human beings sound
human. They are conducted in a human voice.
6. The Internet is enabling conversations among
human beings that were simply not possible in
the era of mass media.

6. 95 Theses
1. Markets are conversations.
3. Conversations among human beings sound
human. They are conducted in a human voice.
6. The Internet is enabling conversations among
human beings that were simply not possible in
the era of mass media.
95. We have better tools, more new ideas, no
rules to slow us down.

8. This Morning

9. This Morning
• Define our terms
• Outline a strategic planning process
• Examine common social media tools
• Consider social media’s place in your
communication efforts
• Answer your questions

10. Defining our
Terms
Public Relations • Communication • Social Media • Strategy

11. SOCIAL
BLUEPRINT

12. SOCIAL
BLUEPRINT
Yes!

13. SOCIAL
BLUEPRINT
Yes!

14. Public Relations

15. Public Relations
The communication management function through
which organizations build and maintain mutually
beneficial relationships with the publics on
whom the organization’s success or failure depends.

16. Communication

17. Communication
The systemic process of creating meaning.

18. Social Media

19. Social Media
Social media describes the online technologies and
practices that people use to share content,
opinions, insights, experiences, perspectives,
and media itself.

20. Social Media
Social media describes the online technologies and
practices that people use to share content,
opinions, insights, experiences, perspectives,
and media itself.
Source: Wikipedia, October 2007

21. Social Media

22. Social Media
Source: Wikipedia, January 2009

23. Social Media
Social media are primarily Internet- and mobile-based tools for
sharing and discussing information among human beings.
The term most often refers to activities that integrate
technology, telecommunications and social
interaction, and the construction of words, pictures, videos and
audio. This interaction, and the manner in which information is
presented, depends on the varied perspectives and quot;buildingquot;
of shared meaning among communities, as people share
their stories and experiences.
Source: Wikipedia, January 2009

24. Social Media

25. Social Media
• Technology-enabled

26. Social Media
• Technology-enabled
• Communication tools

27. Social Media
• Technology-enabled
• Communication tools
• User-controlled

28. Social Media
• Technology-enabled
• Communication tools
• User-controlled
• User-generated content

29. Social Media
• Technology-enabled
• Communication tools
• User-controlled
• User-generated content
• Relationship-centered

30. Social Media
• Technology-enabled
• Communication tools
• User-controlled
• User-generated content
• Relationship-centered

31. Old and New Media

32. Old and New Media
• Newspapers • World Wide Web
• Magazines • E-mail
• Television • Newsgroups/Listservs
• Cable • Blogs
• Radio • Wikis
• Direct Mail • Podcasts
• Brochures • Viral Videos
• Newsletters • Social Bookmarks
• Advertising • Social Networks
• CDs/DVDs • Online/Virtual Communities

33. Old and New Media
• Newspapers • World Wide Web
• Magazines • E-mail
• Television • Newsgroups/Listservs
• Cable • Blogs
• Radio • Wikis
• Direct Mail • Podcasts
• Brochures • Viral Videos
• Newsletters • Social Bookmarks
• Advertising • Social Networks
• CDs/DVDs • Online/Virtual Communities

34. Distinguishing Characteristics

35. Distinguishing Characteristics
“Old” Media
Web 1.0
One-way
Connectivity
Transmission
Presentation
Formal
Instruction
Front
Image
Audience

36. Distinguishing Characteristics
“Old” Media “New” Media
Web 1.0 Web 2.0
One-way Two-way
Connectivity Interactivity
Transmission Participation
Presentation Conversation
Formal Informal
Instruction Collaboration
Front Transparency
Image Authenticity
Audience Community

37. Social Media Reactions

38. Social Media Reactions
1. It’s not for me.

39. Social Media Reactions
1. It’s not for me.
2. It’s not legitimate.

40. Social Media Reactions
1. It’s not for me.
2. It’s not legitimate.
3. It’s not real.

41. Social Media Reactions
1. It’s not for me.
2. It’s not legitimate.
3. It’s not real.
4. It’s too expensive (or it’s free).

42. Social Media Reactions
1. It’s not for me.
2. It’s not legitimate.
3. It’s not real.
4. It’s too expensive (or it’s free).
5. It’s too overwhelming.

43. Strategy

44. Strategy
A plan of action designed
to achieve a major aim.

45. But before we continue ...
Recommended Reading

46. But before we continue ...
Recommended Reading

47. Strategic
Planning Process
Publics • Objectives • Strategy • Technology

48. You and Your
Publics
Publics • Objectives • Strategy • Technology

49. How Many Online
Source: Internet World Stats (2009)

50. How Many Online
Source: Internet World Stats (2009)
1,581,571,589
Worldwide

51. How Many Online
Source: Internet World Stats (2009)
1,581,571,589
Worldwide
248,241,969
North America

52. How Many Online
Source: Internet World Stats (2009)
U.S. Internet Users

53. How Many Online Source: Internet World Stats (2009)
U.S. Internet Users
230
212.1M 220.1M
201.7M 203.8M
167.2M 172.3M 172.5
142.8M
124M
115
57.5
2000 2001
2002
2003
2004
2005 0
2007
2008

54. How Many Online Source: Internet World Stats (2009)
U.S. Internet Users
230
212.1M 220.1M
201.7M 203.8M
167.2M 172.3M 172.5
124M
142.8M
72.5%
of the population
115
57.5
2000 2001
2002
2003
2004
2005 0
2007
2008

55. Who’s Online
Source: Pew Internet & American Life Project (2009)

56. Who’s Online
Source: Pew Internet & American Life Project (2009)
% of Total Adult Population
Ages 45-54
21%
Ages 55-63
13%
Ages 33-44
21%
Ages 64-72
9%
Ages 73+
9%
Ages 18-32
27%

57. Online Activities
Source: Online Publishers Association (2007)
Shopping Communicating Reading Searching

58. Online Activities
Source: Online Publishers Association (2007)
Shopping Communicating Reading Searching
0% 20% 40% 60% 80% 100%
2003 16% 46%
34% 4%
2006 18% 33%
44% 5%
2007 18% 29%
49% 5%

59. Online Activities
Source: Online Publishers Association (2009)
Commerce Communications Community Content Search

60. Online Activities
Source: Online Publishers Association (2009)
Commerce Communications Community Content Search
40% 60% 80% 100%
0% 20%
43%
27% 11%
Jan 2009 14%
43%
29% 8%
Jan 2008 16%

61. Online Activities
Source: Online Publishers Association (2009)
Commerce Communications Community Content Search
40% 60% 80% 100%
0% 20%
43%
27% 11%
Jan 2009 14%
43%
29% 8%
Jan 2008 16%
Demand for Community.

62. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder

63. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder

64. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
Creators • Publish a blog
produce social media Creators • Publish their own Web page/site
• Upload videos/audio they’ve created
content of all types. 21%

65. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
Creators • Publish a blog
produce social media Creators • Publish their own Web page/site
• Upload videos/audio they’ve created
content of all types. 21%
• Post ratings/reviews of products or services
Critics Critics • Comment on others’ blogs
respond to content. • Contribute in online forums
37%

66. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
Creators • Publish a blog
produce social media Creators • Publish their own Web page/site
• Upload videos/audio they’ve created
content of all types. 21%
• Post ratings/reviews of products or services
Critics Critics • Comment on others’ blogs
respond to content. • Contribute in online forums
37%
• Use RSS feeds
Collectors
Collectors • Add tags to Web pages or photos
organize content. • “Vote” for Web sites online
19%

67. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
Creators • Publish a blog
produce social media Creators • Publish their own Web page/site
• Upload videos/audio they’ve created
content of all types. 21%
• Post ratings/reviews of products or services
Critics Critics • Comment on others’ blogs
respond to content. • Contribute in online forums
37%
• Use RSS feeds
Collectors
Collectors • Add tags to Web pages or photos
organize content. • “Vote” for Web sites online
19%
Joiners • Maintain profile on a social networking site
Joiners • Visit social networking sites
connect in social networks.
35%

68. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
Creators • Publish a blog
produce social media Creators • Publish their own Web page/site
• Upload videos/audio they’ve created
content of all types. 21%
• Post ratings/reviews of products or services
Critics Critics • Comment on others’ blogs
respond to content. • Contribute in online forums
37%
• Use RSS feeds
Collectors
Collectors • Add tags to Web pages or photos
organize content. • “Vote” for Web sites online
19%
Joiners • Maintain profile on a social networking site
Joiners • Visit social networking sites
connect in social networks.
35%
• Read blogs
Spectators • Watch video from other users
consume social media. Spectators • Listen to podcasts
69% • Read online forums, customer ratings/reviews

69. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
Creators • Publish a blog
produce social media Creators • Publish their own Web page/site
• Upload videos/audio they’ve created
content of all types. 21%
• Post ratings/reviews of products or services
Critics Critics • Comment on others’ blogs
respond to content. • Contribute in online forums
37%
• Use RSS feeds
Collectors
Collectors • Add tags to Web pages or photos
organize content. • “Vote” for Web sites online
19%
Joiners • Maintain profile on a social networking site
Joiners • Visit social networking sites
connect in social networks.
35%
• Read blogs
Spectators • Watch video from other users
consume social media. Spectators • Listen to podcasts
69% • Read online forums, customer ratings/reviews
Inactives
neither create nor consume Inactives • No involvement with social media
social media of any types. 25%

70. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
Creators • Publish a blog
produce social media Creators • Publish their own Web page/site
• Upload videos/audio they’ve created
content of all types. 21%
• Post ratings/reviews of products or services
Critics Critics • Comment on others’ blogs
respond to content. • Contribute in online forums
37%
• Use RSS feeds
Collectors
Collectors • Add tags to Web pages or photos
organize content. • “Vote” for Web sites online
19%
Joiners • Maintain profile on a social networking site
Joiners • Visit social networking sites
connect in social networks.
35%
• Read blogs
Spectators • Watch video from other users
consume social media. Spectators • Listen to podcasts
69% • Read online forums, customer ratings/reviews
Inactives
neither create nor consume Inactives • No involvement with social media
social media of any types. 25%

71. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Changes

72. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Changes
2007 2008
0.7
69%
0.6
0.5
48%
44% 0.4
37%
35%
0.3
25% 25% 25%
21%
0.2
19%
18%
12% 0.1
Inactives Spectators Joiners Collectors 0
Critics Creators

73. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
U.S. Internet Population
Creators
21%
Critics
37%
Collectors
19%
Joiners
35%
Spectators
69%
Inactives
25%

74. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
U.S. Internet Population
Creators
21%
Critics
37%
Where
Collectors are
you?
19%
Joiners
35%
Spectators
69%
Inactives
25%

75. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
U.S. Internet Population You
Creators Creators
21% 11%
Critics
37%
Where Critics
17%
Collectors are Collectors
you?
19% 6%
Joiners Joiners
35% 35%
Spectators Spectators
69% 31%
Inactives Inactives
25% 0%

76. Your Publics
Internal • External

77. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
U.S. Internet Population
Creators
21%
Critics
37%
Collectors
19%
Joiners
35%
Spectators
69%
Inactives
25%

78. Source: Data from Forrester Reseearch Technographics(R) surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Social Technographics Ladder
U.S. Internet Population
Creators
21%
Critics
37%
Where are
Collectors
19% your publics?
Joiners
35%
Spectators
69%
Inactives
25%

79. Organizational
Objectives
Publics • Objectives • Strategy • Technology

81. Mission

82. Mission

83. Awareness
Objectives
Mission

84. Awareness
Objectives
Mission
Acceptance
Objectives

85. Awareness
Objectives
Mission
Action
Objectives Acceptance
Objectives

86. What do you want?

87. What do you want?
• To listen
• To talk
• To energize
• To support
• To embrace

88. Social Media Objectives

89. Social Media Objectives
Communicate

90. Social Media Objectives
Communicate
Educate

91. Social Media Objectives
Communicate
Educate Entertain

92. Social Media Objectives
Communicate
Educate Entertain
Collaborate

93. Communication
Strategy
Publics • Objectives • Strategy • Technology

94. Common Strategies

95. Common Strategies
• Thought leadership
• Useful resources
• Exclusive access
• Entertainment
• Create community

97. It’s all about the
RELATIONSHIP

98. Social Media
Technologies
Publics • Objectives • Strategy • Technology

99. Your Website
The Place to Begin

100. Meaningful Content

103. Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

104. Accelerating
Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

105. Connecting
Accelerating
Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

106. Connecting
Accelerating Organizing
Categorizing
Social Media
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

107. Connecting
Accelerating Organizing
Categorizing
Social Media
Reacting
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

108. Connecting
Accelerating Organizing
Categorizing
Social Media
Reacting
Collaborating
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

109. Connecting
Accelerating Organizing
Categorizing
Social Media
Reacting Creating
Collaborating
Source: Li, C., & Bernoff, J. (2008). Groundswell:Winning in a world transformed by social technologies. Boston: Harvard Business Press.
For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.

110. Social Media Types & Tools

111. Social Media Types & Tools
Category Types Popular Examples and Tools

112. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets

113. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife

114. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife

115. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us

116. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us

117. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions

118. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow

119. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr,YouTube

120. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr,YouTube

121. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr,YouTube

122. Social Media Types & Tools
Category Types Popular Examples and Tools
Accelerating Syndication and Aggregation RSS Feeds, Widgets
Social Networking Facebook, LinkedIn, Myspace
Connecting
Virtual Worlds SecondLife
Social News Digg
Organizing
Social Bookmarking, Tags del.icio.us
Reacting Forums, Ratings, Reviews Rotten Tomatoes, Buzzillions
Collaborating Social Reference, Open Source Wikipedia, WikiHow
Blogging Blogger, WordPress, Typepad
Micro-blogging Twitter
Creating
Podcasting through iTunes, Podcast Alley, etc.
Media Sharing Flickr,YouTube

123. Beyond your Website

124. Beyond your Website
• RSS Feeds
• Blogging
• Microblogging
• Social Networking
• Social Bookmarking
• Media Sharing
• Podcasting
• Virtual Worlds

125. Syndicating with RSS

126. Syndicating with RSS
• Feeds enable you to distribute your
online content directly to subscribers.
• Subscribers see your updates in web- or
client-based readers without having to
check your Web site.

127. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging

128. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.

129. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs

130. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)

131. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)

132. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)
• 42% are ages 18-34 • 58% are 35+

133. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)
• 42% are ages 18-34 • 58% are 35+
• Women (43%) and men (57%) blog.

134. Source: Technorati, eMarketer and Pew Internet & American Life Project
Blogging
• A Website usually mainted by an individual with regular entries of
commentary, descriptions of events or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order.
• Millions of blogs
• 94.1 million U.S. blog readers in 2007 (50% of Internet users)
• 22.6 million U.S. bloggers in 2007 (12% of Internet users)
• 42% are ages 18-34 • 58% are 35+
• Women (43%) and men (57%) blog.
• Most (76%) blog to document their personal experiences while
64% blog to share practical knowledge or skills with others.

135. Microblogging

136. Microblogging
• A form of blogging that allows users to send
brief updates (140 character text updates,
pictures or audio).

137. Microblogging
• A form of blogging that allows users to send
brief updates (140 character text updates,
pictures or audio).
• Answers the question: “What are you doing?”
But better questions include:

138. Microblogging
• A form of blogging that allows users to send
brief updates (140 character text updates,
pictures or audio).
• Answers the question: “What are you doing?”
But better questions include:
• “What just happened?”

139. Microblogging
• A form of blogging that allows users to send
brief updates (140 character text updates,
pictures or audio).
• Answers the question: “What are you doing?”
But better questions include:
• “What just happened?”
• “What do we need to know?”

140. Microblogging
• A form of blogging that allows users to send
brief updates (140 character text updates,
pictures or audio).
• Answers the question: “What are you doing?”
But better questions include:
• “What just happened?”
• “What do we need to know?”
• “Who/what inspired you?”

141. Why would anyone care
what I’m doing
every minutes of the day?

142. Social Networking

143. Social Networking
• An all-in-one site
through which to
connect with others.
• Profiles
• Private messaging
• Message boards
• Groups
• Blogging
• Media sharing

144. Social Bookmarking

145. Social Bookmarking
• Organizing online content and sharing
your findings/organization with others.

146. Media Sharing

147. Media Sharing
• Utilizing sites to share photos, audio and
video among your organization and its
key publics.

148. Podcasting

149. Podcasting
• Producing and delivering audio content
that is not necessarily associated with an
iPod or MP3 player.
• Targets growing, niche audiences
• Enables time-shifting, portability and
multitasking
• Is conversational and transparent

150. Virtual Worlds

151. Virtual Worlds
• Internet-based systems that enable users
to interact with others through avatars
and other game-like play.

152. Social Media
Strategy

153. Questions to Answer

154. Questions to Answer
• What is your organization’s mission? What are your
short- and long-term objectives?

155. Questions to Answer
• What is your organization’s mission? What are your
short- and long-term objectives?
• Who are your key publics? What are their wants,
interests and needs? How are they using social
media?

156. Questions to Answer
• What is your organization’s mission? What are your
short- and long-term objectives?
• Who are your key publics? What are their wants,
interests and needs? How are they using social
media?
• Is social media right for your organization? Do you
want to dialogue with your publics? Are you in it for
the long-haul? Can you maintain it? Can social
media complement your other communication
strategies?

157. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool

158. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog

159. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •

160. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •

161. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •

162. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •

163. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •

164. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •

165. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •

166. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •

167. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •

168. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •

169. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •

170. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
Product support/customer service • • • •

171. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
Product support/customer service • • • •
Product/service feedback • • •

172. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
Product support/customer service • • • •
Product/service feedback • • •
Recruit brand advocates • • • • • •

173. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
Product support/customer service • • • •
Product/service feedback • • •
Recruit brand advocates • • • • • •
Generate sales leads/referrals • • • • • •

174. Source: Modified from Paul Gillin’s Secrets of Social Media Marketing, 2009
Finding the Right Tool
Community
Network
Podcast
Review
Private
Virtual
World
Engine
Objective
Video
Social
Blog
Build customer community • • • • • •
Counter negative publicity • • • •
Crisis management • • • • • •
Customer conversation • • • • • •
Expose employee talent • • • • •
Generate Website traffic • • • • • •
Humanize the organization • • • • • •
Market research/focus group testing • • • • •
Media relations • • • •
Generate new product/service ideas • • • • •
Product/service promotion • • • • • •
Product support/customer service • • • •
Product/service feedback • • •
Recruit brand advocates • • • • • •
Generate sales leads/referrals • • • • • •
Solicit/gain donations and financial support • • • • •

175. Questions
& Answers