This introduction to Social Media takes you on a journey from the start of social media through today, highlighting its importance and the evolving media landscape. We explore companies doing it the right way and visit some examples of social media gone wrong. Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.

1. Social Media Palooza

2. Your Presenter
Michael Wunsch
with special guest Emily Van Winkle

3. Today’s Agenda 3
+ The Evolving Media Landscape
+ Social Media History
+ Why Is Social Media Important
+ The Good, The Bad
+ The Blogosphere
+ Looking Ahead

4. ? ?
QUESTION
What is your current definition
of Social Media?
?

5. The Evolving Media
Landscape

6. Integrated Digital Lifestyle 6
Today’s consumer is always on
at work.

7. Integrated Digital Lifestyle 7
Today’s consumer is always on
at home.

8. Integrated Digital Lifestyle 8
Today’s consumer is always on
at leisure.

9. Today’s Consumer Has
Changed (for good)

10. The Break Up 10

11. Social Media
History

12. ?
QUESTION
Who is credited with being the
first social networking site?
a) Friendster b) Facebook c) SixDegrees
?

13. ?
QUESTION
Who is credited with being the
first social networking site?
a) Friendster b) Facebook c) SixDegrees
?

14. The Evolution of Social Media 14
2004 2005 2006
1995 2010
2003

15. Who Dominates?

16. ?
QUESTION
Approximately 5% of Twitter users
account for 75% of all activity
True / False
?

17. ?
QUESTION
Approximately 5% of Twitter users
account for 75% of all activity
True / False
?

18. The Power of the People 18
3,279,102
friends 620,359
friends
1,043,850
friends 218,172
friends
1,824
videos
uploaded
330
videos
uploaded
Channel
Views:
Channel
Views:
20,024,491 2,221,268
137,206
followers
4,848
Followers

19. What is Social Media Marketing? 19
+ A collective experience based on relevancy
+ A digital experience with no boundaries
+ A loss of brand control – Gain of community
+ Participatory
+ Experiencing massive growth fueled
by our need to interact
+ A new era of conversation and
consumer control

20. The Era of Conversation and Consumer Control 20
Advantages:
+ Personalizes the brand
+ Shows the culture of a company
+ Lower cost than traditional marketing and advertising
+ Helps accomplish branding goals
+ Extends the branding reach
+ Large Search Engine Optimization impact
+ Links, fresh content, more real estate

21. The Era of Conversation and Consumer Control 21
Disadvantages:
+ Huge time investment
+ Once content is posted, it’s almost impossible to remove from the Internet
+ Example: Domino’s
+ No control of conversation, only influence

22. The Era of Conversation and Consumer Control 22
One of the dangers to the effective adoption of social media as a marketing
strategy is the large percentage of those who consider themselves
knowledgeable – but have no social media experience.

23. What Are The Possibilities? 23
Three Main Forms of Social
+ Sharing
+ Del.icio.us, StumbleUpon, Mixx
+ Networking
+ Facebook, MySpace, Bebo
+ Publishing
+ Twitter, YouTube, Yelp

24. ?
QUESTION
More than 70% of Facebook users
are outside the United States.
True / False
?

25. ?
QUESTION
More than 70% of Facebook users
are outside the United States.
True / False
?

26. ? ?
QUESTION
What are the strengths and
weaknesses of your organization?
?

27. Why Is Social Media So
Important

28. The Power of the People 28
Social Media Stats
+ 70% of consumers rely on various types of social media sites
+ Dell has attributed more an $6.5 million in revenue directly to Twitter
+ Best Buy has over 2,500 employees assisting customers via Twitter on the
Twelpforce initiative with full ad support
+ Over 50% of the Fortune 500 maintain at least one active Twitter account
+ More than 50% of Twitter users report using for business purposes
+ Social media sites score significantly higher than company websites as the source of
information most likely to influence their purchasing decisions

29. The Power of the People 29
61% of Facebook’s
users are middle
aged and older
Females 55 to 64
years old are the
fastest growing
segment on
Facebook
1 out of 8 couples
married in the US
met using social
media

30. The Power of the People 30
Social Media Stats
+ 62% say they value the information received in their conversation more than
information received from ads
+ 75% of survey respondents said they spend at least one hour a week on social
networks, with almost 19% spending more than seven hours a week on those sites
+ Consumers, especially men, feel better about companies and their brands when
they can interact with them through social media
+ 58% said if they tweet a poor customer service experience, they would like the
company to respond

31. A New Paradigm 31
+ Must be transparent
+ Consumers will catch you
+ Personas and real people

32. A New Paradigm for Advertising 32
+ Continuous effort / must have commitment
+ Major investment in time
+ Very personal
+ The social community comes first

33. The Brand Importance 33
+ Your brand values are what your consumers say or think they are
+ Your brand is evolving with or without you!!!
+ Your consumers are absolutely part of the conversation
+ As a brand, you can listen

34. The Brand Importance - Engagement 34
+ Brands must establish rules of engagement
+ Do you correct errors
+ How do you provide support
+ Will you ask for consumer feedback
+ Are you prepared to reward good behavior
+ Know your landscape

35. ? ?
QUESTION
What are your brand values?
?

36. Social Media & SEO 36
+ Universal search
+ Direct impact on search results
+ Search trending more social
+ Real estate over position

37. The Good, The Bad, The
Downright Ugly

38. ?
QUESTION
How many hours of video are
uploaded to YouTube every minute?
a) 12 hours b) 24 hours c) 32 hours
?

39. ?
QUESTION
How many hours of video are
uploaded to YouTube every minute?
a) 12 hours b) 24 hours c) 32 hours
?

40. The Good: Dell – Zero to Hero 40

41. The Good: PostSecret 41

42. The Good: EA Joins Conversation 42

43. The Good: (Twitter Response) 43

44. The Good: Starbucks 44

45. The Bad: 45

46. The Bad - Molson 46

47. The Bad – Chevy Video Contest 47

48. The State of the
Blogosphere

49. ? ?
QUESTION
Who are the most prominent
bloggers in your industry?
?

50. Should Our Brand Blog? 50
+ What is commitment level
+ Set content calendar / mins.
+ Strategy – one or many (purpose)
+ Not content for content’s sake

51. 51

52. 52

53. 53

54. 54

55. 55

56. Next Week’s Agenda 56
+ Educating Staff / The Commitment
+ Social Response Matrix / How and When
+ PR Emergency Planning
+ What Platform for your Business
+ Measuring Success
+ Social Media Plan Creation

57. Questions?