8. Types of Social Media
Social Networks
Micro-blogging
Location-based services
9. Types of Social Media
Live streaming
Niche Networks
Social bookmarks / Crowd sourced content
10. Types of Social Media
Social Q&A sites
Social Gaming
Group Buying
11. Types of Social Media
Enterprise Social Communications Tools
Blog Communities
Wiki
12.
13. What You're Up Against
• Each day, US adults absorb:
• 34 GB data over 11.8 hours (
USCD)
• 65% of online adults use
social media (Pew)
• Adults using the internet as
primary news source up 17%
between 2009-2010 (Pew)
• 1 in 4 adults accessed most of
their 2010 campaign news
online (Pew)
• 3-fold increase from 2002
14. Social Media is not the Silver Bullet
• Social media isn’t a • Social networks are the
SOLUTION, it’s a tool that interactive visibility tool of
can be deployed the digital age
strategically in support of a
larger organizational or • Thousands of followers or
campaign goal. “likes” don't directly
translate action or sales
• A brilliant social media
strategy cannot • Social networks are only
compensate for a one tool at your disposal
campaign or organization
that lacks a strong,
memorable brand.
21. Baseline: Website
• Your website houses your content
• Content’s purpose:
o Who we are (delivering on the brand promise)
o How you can join us
o What we’re doing and why it’s awesome
o Who pays the bills/Contact/Customer Service
• Most people won’t come back to your site voluntarily…you
need to go out and get them
22. Use Your Channels for Messaging
Getting to know you
• Search engine visibility
• Presence on major platforms and networks
• Supplement w/ads if you can
Building the Relationship
• Twitter (esp. for media and influentials)
• Email list
• Know what your competitors are doing
• Influencers
Niche marketing, not mass
• Use channels to tailor your message and make it relevant
• Build relationships
27. Tailor the Message: Blog
• Share unique information with assets (e.g.
videos, photos)
• Be yourself
• 600-800 words
• Great headlines (SEO)
• Tag, categories
• Link and blogroll
28. Tailor the Message: Facebook
• Will people really care about relating to you on
Facebook?
29. Tailor the Message: Twitter
• Don’t be a press release
• Be yourself
• Remember the New York Times rule
30. Start to Make Friends
Identify Your Landscape
• Who is influential
• Where do they hang out?
• Who is their network?
• Do they want to get to know you?
36. The Power of Women & Social Media
• 42 million women log on to social network sites weekly
• Women compose the majority of nearly every major social
media networking site
• Women are twice as likely as men to blog
• Women are more likely to use blogs as a source of
information and to aid in decision-making
• (BlogHer, iVillage 2009)
37. BlogHer Poll: Blog Snapshot
• The BlogHer network of women:
• Female: 95%
• Median age: 30
• Median range: 25-40 (67%)
• Married: 75%
• Work outside the home: 52%
• Stay at Home: 33%
• Are bloggers themselves: 52%
• Recommend products to friends online: 56%
• Bought product on blogger rec: 63%
41. If you/staff have 30 minutes per week
• Set up social media accounts
• Create a Facebook fan page and post an update or photo a
few times during the week…or Tweet
• Set up your business account on Yelp, TripAdvisor and
Foursquare so you can review what your customers are saying
about your business
• Set up an online retail presence
• Explore creating a deal with Groupon, LivingSocial, Google or
Yelp. Google Checkout. Etsy. Think about the best experience
that will be suitable for new and repeat customers
Courtesy Edelman 41
42. If you/staff have 30 minutes per week
• Paid media
• Create a self-serve ad on LinkedIn/Facebook
• Your ad consists of a headline, description, company name,
image and URL
• Select a target audience
• Set your budget and bid
• Pay per click (most common) – you pay when someone clicks on
your ad
• Pay per 1,000 impressions – determines the number of times your ad
is shown
42
43. If you/staff have 30 minutes per day
• Make friends online
• Engage on social media sites on a daily basis
• Respond to customer service inquiries
• Monitor and respond your online reviews
• Tweet three times a day and update your Facebook twice a
day
• Write a blog post
• Create and maintain your blog with a daily blog post or use the
time to write 2-3 blog posts per week
• Set up paid media
• Set up an online deal
43
44. If you/staff have 30 hours per week
• Hire a great community manager
• Engage on social media sites on a daily basis
• Write a blog post
• Set up paid media
• Set up an online deal
• Monitor, set up key metrics, report
• Everyone owns it
44
81% of users of global internet properties are outside the USA!
Social networks Google+ Facebook – if Facebook were a country, it would be the 3 rd most populated Bebo – appealed to audiences outside of the America, purchased by AOL in March 2008 Orkut – social network that was owned by Google, most visited sites in India and Brazil Hi5 – social network with focus on social gaming MySpace – dropped down from being one of the top social networking sites, purchased by News Corp. in 2006 Micro-blogging Twitter Tumblr – active community, also allows app development Posterous Plurk – Similar to Twitter, used quite a bit in Asia (Taiwan) Location-based Foursquare Gowalla Instagram Brightkite
Livestreaming Ustream Qik – allows live mobile streaming from cell phones and shared on multiple social media sites and two way conference YouTube Justin.tv – allows users to produce and watch live streaming video and broadcast Niche Networks Ning LinkedIn Crowdvine Meetup Social bookmarks / crowd sourced content Digg Delicious Stumbleupon Twine
Social Q&A Quora Yahoo! Answers Formspring Social Gaming Zynga Farmville Empireavenue – stock market simulation social network game where people buy and sell shares of people and websites Group Buying Groupon LivingSocial Rue La la – not really group buying, but a new way people are purchasing items
Enterprise Social Communications Tools Yammer Chatter – Salesforce.com is real-time collaboration tool for the enterprise, allows employees to share information with coworkers Blog communities Blogged – blog directory where people can Bloglines – web based aggregator Wiki Wikipedia Wikispaces – platform to create their own wiki
Just pick 3
Elite position based on expertise, passion, frequency of communication Influencers can ’t be bought, and start off neutral – which is why their potential is so great Influencers are not equal – they can be assessed, ranked and prioritized Research Advertising Web Development Public Affairs Technology Investor Relations Brand management Crisis Management
