session 20 ic2011 montague

Social Media Networking in the Forest Products

Industry

THEN

Incorporated the 4 Ps– Product– Price– Promotion – Place (Distribution)

NOW

Still Incorporates the 4 Ps– Product– Price– Promotion– Place (Distribution)

The only thing that is changed is how we promote and distribute

(1824) the foundation for the telegraph was laid(1876) the telephone was invented(1974) the first consumer computer was introduced

(1980’s) consumer use of the fax machine began(1990) consumer use of mobile phones began(1992) consumer internet usage began

In 1994, fewer than 2 of every 10 Americans used the Internet; in 2009, more than 8 in 10 Americans go online

24 % of American households have at least three computers; in the current study only 15 % of homes in America do not have a computer

Americans spend an average of 17 hours online per week

63% of 30-49 year olds and 34% of those ages50 and up access the internet wirelessly

40 % of those age 66 and older go online

65 % of internet users buy online

52% of users said the internet was important or very important in helping them maintain their social relationships

www.digitalcenter.org

Social media describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people

These tools include blogs, message boards, podcasts, micro blogs, lifestreams, bookmarks, networks, communities, wikis, and vlogs

Wikipedia (reference)

MySpace (social networking)

Facebook (social networking)

YouTube (video sharing)

Twitter(microblogging)

Digg (news sharing)

Flickr (photo sharing)

LinkedIn(business networking)

52% of adults say they have two or more social accountsFrom 2006-2009 the number of adult bloggers 30 years or older increased from 7% to 11%19% of adult internet users use Twitter or similar services

75% of adults 30 years or older maintain a profile on Facebook

Blog (discuss relevant forestry issues like certification and globalization)Vlog (Post videos of the process of producing lumber)Post (Post real-time information)

Inform employees of eventsInform the public about available products and salesMake request for species specific resourcesInform the public of community serviceInform the public of job hiring

Most importantly the forest products industry can make connections with the public

2010 Appalachian Hardwood Manufacturers, Inc. survey of annual summer conference attendeesReturned 22 useable surveys The questionnaire contained three sections:

characteristics of the responding companythe company’s beliefs and attitudes on social media networksand a section for respondents to list reasons why their company was/was not using social media

Only 2 respondents indicated company use10 respondents indicated personal useFacebook, LinkedIn, and Twitter top sites usedUsing social media as a sales/profits increasing tool and as a cost effective marketing toolNot using because of liability/legal concerns and because of complexity/time consumption

Fundamentals of marketing have not changedInternet plays an important role in everyday lifeBusinesses must find a way to adaptThere is no “one-size-fits-all”Serving our customers is key