Download - Overview of Social Media
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Presented at the 2009 Independent Photo Imagers Members Presented at the 2009 Independent Photo Imagers Members Meeting & Trade Show by Cheryl Bella Meeting & Trade Show by Cheryl Bella
Social Media:Social Media:Opportunities & Opportunities & ChallengesChallenges
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Debunking Myths – Social Media Debunking Myths – Social Media . . .. . .
►Doesn’t cost anythingDoesn’t cost anything
►Must be used by EVERY company that Must be used by EVERY company that wants to be successfulwants to be successful
► Is all the marketing I needIs all the marketing I need
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Real BenefitReal Benefit
Provides a new way to engage Provides a new way to engage and communicate with your and communicate with your
customerscustomers
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Examples of Social MediaExamples of Social Media
►BlogsBlogs Corporate, PersonalCorporate, Personal Typepad, Wordpress, iWeb, etc.Typepad, Wordpress, iWeb, etc.
►Social Networking SitesSocial Networking Sites Facebook, MySpace, LinkedIn, Plaxo, Facebook, MySpace, LinkedIn, Plaxo,
etc.etc.
►Microblogging SitesMicroblogging Sites Twitter, Plurk, etc.Twitter, Plurk, etc.
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Examples of Social MediaExamples of Social Media
►Pod and Video CastsPod and Video Casts YouTube, Veoh, Vimeo, etc.YouTube, Veoh, Vimeo, etc.
►Photo Sharing SitesPhoto Sharing Sites Flikr, Photobucket, Zoomr, etc.Flikr, Photobucket, Zoomr, etc.
►WikisWikis Wikipedia, wikiHow, industry- company-Wikipedia, wikiHow, industry- company-
specificspecific
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Examples of Social MediaExamples of Social Media
►Forums, Ratings, ReviewsForums, Ratings, Reviews Yelp.com, Rotten Tomatoes, Trip Yelp.com, Rotten Tomatoes, Trip
Advisor, etc.Advisor, etc.
►TagsTags Delicious.com, Digg, Stumble Upon, etc.Delicious.com, Digg, Stumble Upon, etc.
►Virtual WorldsVirtual Worlds Second Life, There.com, etc.Second Life, There.com, etc.
►Aggregating SitesAggregating Sites Netvibes, Pageflakes, etc.Netvibes, Pageflakes, etc.
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What Tools Have in CommonWhat Tools Have in Common
►Using technology for social interaction Using technology for social interaction – sharing & discussing– sharing & discussing
►Provide opportunities to build online Provide opportunities to build online communitiescommunities
► Incorporate or are based on user-Incorporate or are based on user-
generated contentgenerated content
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Social Media MustSocial Media Must
► Include your customers in the Include your customers in the discussiondiscussion
►Add valueAdd value
►Be integrated into your current Be integrated into your current marketing effortsmarketing efforts
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These may be Web 2.0 These may be Web 2.0 tools but the same tools but the same
basic Marketing 101 basic Marketing 101 rules applyrules apply
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SurveySurvey
►Read blogs, watch videos, read Read blogs, watch videos, read ratings & reviewsratings & reviews
►Have a social networking pageHave a social networking page►Use RSS feeds, add tags to Web Use RSS feeds, add tags to Web
pages or photospages or photos►Post ratings or reviews, comment on Post ratings or reviews, comment on
blogs, add to online wikisblogs, add to online wikis►Publish a blog, upload & share Publish a blog, upload & share
videos, write & publish online at least videos, write & publish online at least monthlymonthly
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Social Technographics LadderSocial Technographics Ladder
Publish & uploadPublish & upload
Post ratings & reviews, Post ratings & reviews, comment on blogscomment on blogs
Tag pages, use RSS feedsTag pages, use RSS feeds
Have social networking pageHave social networking page
Read and watchRead and watch
From Groundswell, Charlene Li & Josh Bernoff
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Forrester Forrester ResearchResearch
- Charlene Li- Charlene Li
- Josh Bernoff- Josh Bernoff
GroundswellGroundswell
http://www.forrester.com/Groundswell/book.htmlhttp://www.forrester.com/Groundswell/book.html
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Profile of Online US AdultsProfile of Online US Adults
►Creators – 21% (up from 18% in 2007)Creators – 21% (up from 18% in 2007)►Critics – 37% (up from 25% in 2007)Critics – 37% (up from 25% in 2007)►Collectors – 19% (up from 12% in 2007)Collectors – 19% (up from 12% in 2007)► Joiners – 35% (up from 25% in 2007)Joiners – 35% (up from 25% in 2007)►Spectators – 69% (up from 48% in 2007)Spectators – 69% (up from 48% in 2007)► Inactives – 25% (down from 44% in Inactives – 25% (down from 44% in
2007)2007)
From Groundswell, Charlene Li & Josh Bernoff; 2008 figures from http://www.forrester.com/Groundswell/
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Interesting Facts & FiguresInteresting Facts & FiguresMen & Women 18-27 yrs oldMen & Women 18-27 yrs old
From Groundswell, Charlene Li & Josh Bernoff
0
10
20
30
40
50
60
Creators Collectors Joiners Inactive
Men
Women
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Interesting Facts & FiguresInteresting Facts & FiguresAlpha Moms & U.S. AdultsAlpha Moms & U.S. Adults
From Groundswell, Charlene Li & Josh Bernoff
0
10
20
30
40
50
60
Creators Critics Spectator
Alpha Mom
U.S. Adult
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Interesting Facts & FiguresInteresting Facts & Figures
Small Business Owners (2007)Small Business Owners (2007)►25% were Creators (vs 18%)25% were Creators (vs 18%)►31% were Critics (vs 25%)31% were Critics (vs 25%)►17% were Collectors (vs 12%)17% were Collectors (vs 12%)►24% were Joiners (vs 25%)24% were Joiners (vs 25%)►53% were Spectators (vs 48%)53% were Spectators (vs 48%)►38% were Inactive (vs 44%)38% were Inactive (vs 44%)
From Groundswell, Charlene Li & Josh Bernoff
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Podcast Facts & FiguresPodcast Facts & Figures
►Americans who downloaded & listened Americans who downloaded & listened to audio podcast – up from 13-18%, to audio podcast – up from 13-18%, 2007-20082007-2008
►More likely to have college degreeMore likely to have college degree►Household income > $75K/yearHousehold income > $75K/year►53% of podcast listeners are men; 53% of podcast listeners are men;
47% women47% women
From Edison Research, The Podcast Consumer Revealed 2008
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Podcast Facts & FiguresPodcast Facts & Figures
►Comfortable watching TV through non-Comfortable watching TV through non-traditional meanstraditional means
►Active online purchasersActive online purchasers►Resistant to unwelcome advertisingResistant to unwelcome advertising
From Edison Research, The Podcast Consumer Revealed 2008
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Interesting Facts & FiguresInteresting Facts & Figures
Older Americans, 52-62Older Americans, 52-62 8% are Creators8% are Creators 8% are Joiners8% are Joiners 55% are Inactive55% are Inactive
►39% are Spectators39% are Spectators
From Groundswell, Charlene Li & Josh Bernoff
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Where to Start - #1Where to Start - #1
►Don’t get overwhelmed - Focus on the Don’t get overwhelmed - Focus on the categories of social media, not the categories of social media, not the tools themselvestools themselves
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Where to Start - #2Where to Start - #2
►Consider your resources & Consider your resources & commitment you want to makecommitment you want to make
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Where to Start - #3Where to Start - #3
►Find experts who can keep you up-to-Find experts who can keep you up-to-date & summarize tools for youdate & summarize tools for you
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Where to Start - #4Where to Start - #4
►Start by following what others are Start by following what others are doingdoing
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Company BlogsCompany Blogs
http://buildingabakery.blogspot.com/
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Twitter Twitter ((www.twitter.comwww.twitter.com))
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Twitter Twitter ((www.twitter.comwww.twitter.com))
http://twitter.com/photobabble
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Video Casts Video Casts (www.YouTube.com)(www.YouTube.com)
http://www.youtube.com/user/Blendtec
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Tennessee AquariumTennessee AquariumTennessee AquariumTennessee Aquarium
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Tennessee AquariumTennessee AquariumTennessee AquariumTennessee Aquarium
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Afternoon SessionAfternoon Session►How to use social media with no How to use social media with no
investment in social mediainvestment in social media►Review specific photo industry Review specific photo industry
examples of social media sitesexamples of social media sites►List of people/companies to followList of people/companies to follow►How you can become a Spectator, How you can become a Spectator,
Joiner & CreatorJoiner & Creator►Challenges facing the industryChallenges facing the industry
Legal issuesLegal issues CompetitionCompetition
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Additional ResourcesAdditional Resources
►www.delicious.comwww.delicious.com cherylbella7cherylbella7 Links to articles on using social mediaLinks to articles on using social media
►www.linkedin.comwww.linkedin.com►www.slideshare.netwww.slideshare.net
CherylBellaCherylBella
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Questions?