getting social
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Getting Social: First StepsDesigning Online Media, Communication &
Networking Strategies
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by Sidneyeve Matrix
audio version of this presentation available:vimeo.com/channels/socnetculture
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SMfrom novelty to necessity
part of the lexicon of everyday life & business
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a collection of communication tools
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design & develop your business identity
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wrap a community around your company
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become a thought leader in your industry & increase your credibility
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add measurable value to your bottom lines
social media:conversations onlinepeople having
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the conversation has already started
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action item #1
grow bigger ears
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active listening
listening station& information aggregatorGoogle Reader + RSS feeds
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RSS feeds
really simplesyndication of
digital content
tracking social media buzz
unfettered real-timeconversation
SM user demographics
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digital nativesmillennials: 1977-1994
largestdemographicon socnets
35-44GenX: 1965-1976
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Tech Boom(ers)
half have asocmedia profile
three-quarters use Facebook
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brand reputation
online conversationis converted into & impacts
on Twitter, Facebook YouTube or public blog
Fortune 500
80%
100 largest firms in
source: 2009 University of Massachusetts Dartmouth
action item #2
claim your name
share economyP2P, B2C, & B2B
SM conversations take place within a
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connecting over content
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how we share SM content 45% 30%
source: Gigya Feb 2010 image: artcphoto
hierarchy of content sharingsocialnomics:
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bra
nd
de
vo
tio
n
2. found information/objects
3. original user-generated content
action item #3make some microcontent
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shareable digital assets
shareable
digital coupons
& promos
contentis King
context is Queen
if
then
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drive traffic to your websitelead generation
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dynamiccontentblog
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barriers to SM adoption
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#1 barrier to
SM adoption
45% lack of
skilled staff
action item #4outsourcing or internship
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collaboration
#2 barrier to SM adoption
40% difficulty of
measuring ROI
bottom linesSM impacts the
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design your
custom metrics
action item #5
define objectivesset criteria by which to
measure success of SM efforts
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snapshotyour starting points
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move the needlewith social media
drive sales
reduce costs
expand network
attract media attention
measure: relevancy
follower tracking
measure: impact
retweet frequency
grow network traffic
67%Are you more likely to buy since becoming a fan/follower?
said yes
source: iModerate Research Technologies 2010 image: freefotouk
increase sales
self-promote events, launches
get media coverage
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find reporters
timely responses to client issues
& P2P customer support
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raise satisfaction index
SER
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optimize
search engine results
"Link Juice"
increased
reachvisibilitycredibilityrelevancytransparency
SM communications platforms &
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Contents of this presentation including images have Creative Commons Attribution-Noncommercial-Share Alike 3.0 Licenses.
about the authorSidneyeve MatrixQueen's National Scholar & Assistant Professor, Film & Media, Queen's University, Canada. sidneyevematrix.comtwitter: @[email protected]
2010/sidneyevematrix