spacc social media presentation
DESCRIPTION
Saint Paul Area Chamber of CommerceSocial Media Presentation 12/4/09TRANSCRIPT
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Presentation Social Media: People are TalkingHow to Choose Social Media for Business Success!
December 4, 2009
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Question
» What do you think of when someone says Social Media?
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Confession
» You are NOT going to walk away today knowing the
right tool to achieve your corporate marketing, branding,
and selling goals.
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Who, What & Where
What is Social Media?
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What is Social Media?
» Social media is a
shift in how people
discover, read and
share news,
information and
content.
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Why Should You Care?
» Your customers are empowered
+ THEY ARE TALKING AND THEY TRUST EACH OTHER MORE THAN THEY TRUST
YOU!
+ 3 out of 4 Americans use social technology (Forrester, The Growth Of Social Technology Adoption, 2008)
+ Time spent on social networks is growing at 3x the overall internet rate, accounting for
10% of all internet time. (Nielsen, Global Faces & Networked Places, 2009)
+ Online word-of-mouth (WOM) is second only to in-person recommendation in influencing
a purchase.
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Why Should I Care?
» Less effective marketing & advertising
+ MARKETING SPEAK IS SOUNDING PHONY. WE ARE SEEING A FUNDAMENTAL
SHIFT IN HOW PEOPLE MAKE DECISIONS TO BUY.
+ TIVO / Online video consumption
+ Can/SPAM, Opt Out
+ Do Not Call Registries
+ In 2008, eight in 10 holiday shoppers reportedly read web reviews of products, a number
likely to increase this season. (Jupiter Research)
+ Consumers expect transparency, not perfection
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Why Should I Care?
» Real Time Internet (Information & Search)
+ AFTER TWITTER EVERYTHING CHANGED
+ Bing and Google announce they will start Indexing and showing Tweets in Search
results
+ Users will be able to see up to the minute information on any brand….what’s being
said right now.
+ This will be a key component to helping your brand/business be found and findable
online
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Social Media is Changing Everything
Hot
» Being Helpful
» Useful
» How can I help you, Mr. Yamamoto?
» How can I help you, Mr. Yamamoto?
» Relevance
Not
» The Big Idea
» Push
» Demographics
» Focus Groups
» Noise
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The Basics
Who’s Using Social Media and For What?
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13
Your Audience is Online
» 1.6B internet users worldwide
+ Neilsen Internet Usage and World Population Statistics are for
June 30, 2009
» 80 % of Americans have a computer in their
home and nearly 92% of those households
have internet access
» 92% of households with annual incomes
over $70K are internet subscribers2
» 63% of all US Households have high-speed
Internet Access3
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Your Audience is Using Social Networks
1 Social Networks are Not Just a Teen Fad
• 37% of US adult Internet users and 70% of teens use Social Networks• Nearly 50% of all page views on the web are on social networking sites
2 Advertisers are There Already
• 13.8 billion impressions which adds up to over 25% of all online display advertising was on social media sites in August 2009.
• $1.2 Billion will be spent in 2009 on social media advertising
3 Demographics are moving toward society as a whole
• Largest growing demographic of Facebook is 40+ women• YouTube demographics mirror US as a whole• Twitter’s average age is 31
Source: eMarketer, “Social Network Marketing Ad Spending and Useage”, December 2007; BusinessWeek “Generation MySpace is Getting Fed Up”, February 7, 2008comScore, social media advertising Aug. 2009Pew Internet and American Life Project survey, conducted Aug. 18 – Sept 14, 2009
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How Can Social Media Help
» Gain brand awareness
» Increasing leads
» Sell stuff
» Improve customer service
» Develop a better product
» Find the best talent
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Nice promotional and social tie in
Gain brand awareness
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Gain Brand Awareness
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Two Local Stories
Increasing leads
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Increase Leads
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Increase Leads
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Not so local examples
Sell stuff
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Sell Stuff
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The Good, The Bad & The Ugly
Improve customer service
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Improve Customer Service
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Listening Posts
Develop a better product
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Build a Better Product
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Looking for ideas and initiative
Find the Best Talent
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Find the Best Talent
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Start with Listening
How to Get Started
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STEP 1
»Listen…Listen…Listen
» Tools (Google Alerts, Radian 6, SM2, Search, Twitter)
» Set up your own profiles to learn
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STEP: 2
» Make a Plan
+ Define your audience
+ Find out where they are
+ Determine why you want to ENGAGE with them
+ Determine what you want to LEARN from them
+ Remember this is not MARKETING in the traditional sense.
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STEP 3
» Create your community
+ Based on plan and strategy, not the tools
+ Don’t just set up a Facebook site because everyone says you have to have it.
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STEP 4
» Engage your community (it’s 24x7)
+ Have an editorial plan
+ Have a crisis plan
+ Be spontaneous
+ Staff it
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If Not for Your Company….Maybe for YOU!
» If you are a professional, this will help make you easier to find
online
» If you have a website that promotes your business, social media
publishing will help your website visibility
+ Do a search on your name – are you happy with what you see?
+ Social media publishing can help with your overall positioning in the
marketplace
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How to Get Started
+ Pull out a resume to build your profile
+ Get a friend or two to right a recommendation for you
+ Use industry keywords to help get you visibility
+ Search to see you any industry organization you already belong to has a
presence and join
+ Join a new group
+ Contribute questions and answers now and then
+ Add your company
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YouTube or Flickr
» If you have photos or video that you can publish add them to Flickr
and YouTube
» Easy to open account
» Make sure to tag your images with tags (one word identifiers of
what images/videos are or are about)
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Social Media Analytics
Measuring Success
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Best Practices and ROI
» There are beginning to be case studies of success in social media
and the ROI models are just being formed
» Give me your card or email me and I’ll send you the Forrester ROI
excel worksheet…[email protected]
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Social Media Monitoring Tools
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If Nothing Else….Remember This
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Thank You for Participating
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Thank You!
Lisa Helminiak
Principal | Strategist
Email: [email protected]
» View a copy of this presentation at www.azul7.com/blog
Thank you to Jim Poole and the James J. Hill Library (http://www.jjhill.org)
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Bonus Material
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» Micro-blogging
» Good for:
+ Immediate search and general feedback on a subject
+ Establishing expertise and following experts in your field
+ PR – I’ve connected with journalists in a way I’ve never been able to before.
» Tone
+ Professional but more casual
+ Don’t recommend posting what you had for breakfast. Post useful information,
such as a good article you’ve just read.
+ Some spammers (but you don’t have to follow them)
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» Who’s There
+ Journalists/News Media
+ Business Leaders – I see most vertical represented
+ Politicians & Entertainers
+ Interest Groups
+ Almost Everybody (Mainstream) and getting younger
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Twitter Tools
» http://twistori.com = running commentary/art project
» http://twitturly.com/ = Crowd sourcing of URLs being talked about on Twitter
» http://whoshouldifollow.com = recommendations on who is Tweeting things
you might be interested in
» http://www.nambu.com/
» TweetDeck.com= Twitter organization software
» iTwitter = iPhone application that will allow you to Tweet from your phone =
good for publishing info from a meeting or conference
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» Social Networking Site (Started as College Alumni Membership Site)
» Good for:
+ Socializing with family and friends
+ More recently has been used for business
+ Advertising and targeting information to specific users
+ Create company pages
» Tone
+ Very casual
+ Struggle going on between Friends and Family use and Business use
+ Full control of content you see, people you connect with
+ Has taken some heat for not allowing people to delete profiles & other privacy matters.
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» Who’s There
+ Your neighbors
» (#1 Social Networking site based on monthly unique site visitors)
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Create Applications to Sell or Support your Brand
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Facebook Apps
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Flickr
» Photo Sharing and Geo-targeting (owned by Yahoo)
» Good for:
+ Storing images you want to publish on other web properties such as (your
website, social media sites, Google maps, etc)
» Categorizing images and organizing them around meta data
+ Sourcing images to use in your materials
+ PR – Publish images for media
» Tone
+ Professional to social
+ Photo focused, not editorial
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Flickr
» Who’s There
+ Less about groups, more individuals
+ Professional photographers
+ Almost Everybody (Mainstream)
+ Host images on Flickr but show them
on your own site
» See example
(http://www.achievempls.org/new
s_and_publications/media_galler
y/)
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MySpace
» Social Networking Site
» Good for:
+ Socializing with family and friends
+ Keeping up with music or popular entertainment
+ Advertising and targeting information to specific users
+ MySpace Music is the area growing fastest on MySpace
» Tone
+ Very casual, not professional
+ Users can customize their own page, so there’s lots of ugliness out there
+ Full control of content you see, people you connect with
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MySpace
» Who’s There
+ All about socializing
+ Much about music and popular culture
+ June 2006, MySpace was the most popular social networking site in the
United States.
+ According to comScore, MySpace was overtaken internationally by main
competitor Facebook in April 2008, based on monthly unique visitors.
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MySpace Apps
» MySpace Mobile
» MySpace News
» MySpace Classifieds
» MySpace Karaoke
» MySpace Polls
» MySpace Forums
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Ning
» Social Networking Site (White Label Site – Start Your Own)
» Good for:
+ Create your own social network
+ Interest area networking
» Tone
+ You create the tone
+ Administrators can customize their own page but there are design controls
(more like LinkedIn)
+ Full control of content you see, people you connect with
+ Can be a closed network or open depending on need
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Ning
» Who’s There
+ The people you invite
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YouTube
» Video Sharing and Rating Site (owned by Google)
» Good for:
+ Publishing video off your site where people can find it
+ Can set up a “channel” of content
+ Organizing and publishing video content that can be imbedded in your site with a
YouTube player
+ Advertising and targeting information to specific users
» Tone
+ Casual to professional, depending on the content you are looking for
+ User can rate content – shown by popularity
+ Levels of publishing (advertiser, affiliate, member)
![Page 105: SPACC Social Media Presentation](https://reader038.vdocuments.site/reader038/viewer/2022110306/5549aa46b4c905fa728b53ec/html5/thumbnails/105.jpg)
YouTube
» Who’s on There
+ Everyone (mirror demographic of the current U.S. Population)
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YouTube Channels
» User Channel (Sign up for a user channel today)
» Affiliate Channel
» Advertiser Channel
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» Professional Networking Site
» Good for:
+ Staying connected with former clients, colleagues, work connections
+ Keeping up to date on where people are working
+ Prospecting, hiring and promoting an expertise
+ Online resume and Developing a company profile
» Tone
+ Very professional, focused on work
+ Had minimal connectivity tools until the last few years.
+ Full control of content you see, people you connect with
+ Creates company pages based on individual listings from employees
![Page 111: SPACC Social Media Presentation](https://reader038.vdocuments.site/reader038/viewer/2022110306/5549aa46b4c905fa728b53ec/html5/thumbnails/111.jpg)
» Who’s On There
+ Professionals
+ Companies
+ Professional Organizations
+ Recruiters
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LinkedIn Apps
» Create your reading list
» Post questions to your connections
» Join professional groups or establish one
» Publish presentations
» Use Tripit tool to let people know where you are