social media boot camp
DESCRIPTION
This was my keynote presentation for the Social Media Boot Camp Conference at Automation Alley on 3-25-09TRANSCRIPT
Social Media Boot Camp
What is Social Media?
An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.
Confused?
People Participating…
People Participating…
People Participating…
People Sharing…
People Sharing…
People Sharing…Too Much
People Sharing…
Social Media is an unstoppable global phenomenon
Facebook Facts
• Approximately 200 million active users
• More than 3 billion minutes are spent on Facebook each day (worldwide)
• More than 18 million users update their statuses at least once each day
• More than 850 million photos uploaded to the site each month
• More than 7 million videos uploaded each month
Twitter Facts• Over 50 million visits monthly
• Over 1.3 Billion Tweets sent
Online Video Facts
U.S. Internet users viewed 14.8 billion online videos during the month of January 2009
93% of Americans online expect companies to have a
Social Media presence
Don’t ignore the movement
“Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in Social Networking sites like Facebook”
- Forrester’s Charlene Li & Josh Bernoff (Groundswell 2008)
Getting Started…(safely)
Get involved personally!
Keep it Strategic Silly! (K.I.S.S.)
•Put Strategy First
•Avoid Chasing “Shiny Objects”
POST Approach
P is for People
Understand your audience:
Listen to them and their conversations
Focus on their problem(s)
How to LISTEN a.k.a. Social Media Monitoring
Free Monitoring Tools
Paid Monitoring Tools
Monitoring Dashboard
Other Considerations
You need to think about:•Measurement
•Commitment & Time
Benefits for brands
• Social media can be a great customer service channel
• Social media drives product quality
• Social media drives transparency
• Social Media creates products that people want
Benefits cont…
•Social Media can positively impact your search engine rankings
• Social Media can lead to more online conversations about your brand
• Social Media Marketing can be done for a fraction of the cost of traditional advertising & marketing
Social Media Tips & Best Practices
DO:• Give to Get
• Be transparent with your intentions
• Understand you do NOT control the message
• Welcome participation, collaboration and feedback
Social Media Worst Practices
DO NOT:• Be fake in any way
• Avoid listening
• Being pushy and/or salesy
• Avoid creating social media silos
Ford Motor CompanyA Brand doing it
well…
Ford Motor Company
They listened to the conversation their customers were having online…
And discovered…
And discovered…
And discovered…
Houston: We have a problem!
• People don’t know the facts about our brand
• We don’t know what our customers really think about us
Ford’s Social Media Objectives
Must:
• Correct the brand to consumer communications problems
• Establish a benchmark, and measure ongoing progress
Ford moved forward by:
• Being transparent, reaching out with real people (like Scott Monty, their Social Media lead)
• Focusing relentlessly on correcting misinformation
• Changing consumer opinion about the brand
Other Social Media Successes
Direct Revenue Generation• Dell Computer
• JetBlue
