What is Social Media?

It’s a series of little conversations.

What is Social Media?

Blog

Widgets

Virtual Worlds

Tagging

Ratings and Reviews

Podcasting

Photo Sharing

Online VideoMicroblogging

Meetups

Forums Bookmarking

Wikis Social Networks

What is Social Media?

What is Social Media?

Brand

Consumer #1 Consumer #2

How does social media thrive?

Does anyone want to hear from a brand?

Yes!

Who uses social network?

Who uses social networks?

Social Networks differ greatly in their median age.

Twitter - 31 yrsMySpace - 27 yrsFacebook - 26 yrsLinkedIn - 41 yrs

The Pew Research Center's Internet & American Life Project

Who uses social networks?

Twitter

AGE (% of online adults using Twitter)– 18-24 19%– 25-34 20%– 35-44 10%– 45-54 5%– 55-64 4%– 65+ 2%

INCOME– Less than $30,000 17% – More than $75,000 10%

URBAN vs. RURAL– 35% of urban (vs. 29% internet)– 9% rural (vs. 17%)

Source: Pew Internet Life - conducted Nov/Dec 2008, published Feb 2009

Who uses social networks?

FacebookGENDER (% of Facebook users) Males 42.2% Females 55.7%

AGE 0-17 13.5% 18-24 40.8% 25-34 26.7% 35-54 16.6% 55+ 2.3%

Source: Facebook

How is it used by individuals?

Connecting

Sharing

Learning

Can a brand meet these needs?

Give them something to share

Provide something to talk about

Create solutions to for problems

Offer ways for them to learn

How do you do this in social

media?

Engaging

Monitoring

Promoting

Engaging

Monitoring

Promoting

Can it be measured?

• PR Measurement– Mentions/Media Value– Awareness– Message

• Advertising Measurement– Awareness– Traffic– Sales

Measurement

What’s all the buzz about Twitter?

How are brands using it?

Zappos

Dunkin Donuts

Dunkin Donuts

Comcast

What else are brands doing?

Starbucks

Visa

Best Buy

Hershey

Discover Ohio

Motorola

Threadless

DigiKnow

Where to start?

Where to start?

• Listen to “dinner” conversations• Respond to product questions and problems• Allow advocates to promote for you

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