join the conversation social media
DESCRIPTION
Originally Presented Friday, October 9, 2009 at the TQM Network, in Fort Wayne Indiana by Scott Howard of ScLoHo Marketing SolutionsTRANSCRIPT
A Special
Thanks!To Anthony Juliano who graciously allowed
me to include selections from his recent social media presentations in this presentation.
His contact info: [email protected]
Hello!
[Disclaimer]
NewspaperConversations
RadioConversations
TelevisionConversations
Social media is for real
and it’s changing communication—and your business
“Marketers don’t understand channels where you have to talk and listen at the same time...
The marketing industry’s idea of two-way communication is to put an 800 number or a web address in an ad and take orders.”
--Josh Bernoff, “Why marketers have trouble with full-duplex social technology,” June 30, 2009
A few definitions
What is Social Networking? Social Media? Web 2.0?
Web 2.0
Social Media
SocialNtwrkg
MySpace
Blogs
Microblogs
Photo/vid
sharing
Interactive
Dialogue
User-generated
What is Social Networking?
• “Social networking is people having conversations online”
• Social networking is your surrogate when you can’t be with your friends/family/customers/ prospects
• Social networking is a glass against the wall• Social networking gives you permission to speak• Social networking is your online resume
THIS IS A TEST
Number of minutes per day spent on
?
A. 1 millionB. 1 billionC. 5 billionD. I’m sorry, could you repeat the question? I was just
updating my status.
Number of minutes per day spent on
?
C. 5 billion
That’s > 3 million days, EVERY DAY
If werea country, it would be larger than…
A. RussiaB. JapanC. MexicoD. All of the above, because in tests like these “all of the
above” is always the right answer
If werea country, it would be larger than…
D. All of the above, because in tests like these “all of the above” is always the right answer
Largest countries in the world
1. People's Republic of China - 1.3 billion
2. India - 1.3 billion
3. United States - 307 million
8. Facebook - >150 million reg. members
10. Russia - 143 million
11. Japan - 128 million
12. Mexico - 108 million
More than 100 million videos are viewed on
every…
A. MonthB. WeekC. DayD. Time Craig tries to remember which band sang
“Tainted Love”
More than 100 million videos are viewed on
every…
C. DayD. …which band sang “Tainted Love”?** Soft Cell
That’s 1,157 every second
growth ratefrom Jun 08 - Jun 09
A. 1.928%B. 19.28%C. 192.8%D. 1928%
growth ratefrom Jun 08 - Jun 09
D. 1928%
That’s a heapin’ helpin’ of useless info
Who uses Social Media?MySpace:•12% of Adults •52% Women•Average Age = 33•Average Income = $51,000
The Decline of MySpace
The Big 4
Case Studies and Ideas
Who uses Social Media?Facebook:•28% of Adults •60% Women•Average Age = 37•Average Income = $68,000
• Best for: – Building relationships with a group of “fans”
• Pitfalls: – When “fan” group is very large, it’s hard to
manage relationships with individuals– The primary brand is Facebook
Vanity URL
Frequent updates
Fun, interesting content
Incorporates video/blog postings
The result
How Fanpages Work
How Fanpages Work
Who uses Social Media?LinkedIn:•3% of Adults •62% Men•Average Age = 41•Average Income = $97,000
• Best for: – Professional services providers– Career advancement
• Pitfalls: – A little boring
159 Second Linked In Primer
Who uses Social Media?Twitter:•4% of Adults •51% Men•Average Age = 36•Average Income = $69,000
• Best for: – Listening to customers– Short-shelf-life information
• Pitfalls: – Tweets are here today, gone tomorrow– Labor intensive
Claimed their territory
Frequent tweets
“Play with customers”
Exclusive/time-sensitive promos
The result
The result
Twitter on the web:
Twitter on the web:
Using Twitter on Seesmic:
Blogs
Who uses Social Media?Blogs:•11% of Adults READ Blogs•5% of Adults have a Blog•56% of Blog Readers are Women•52% of Blogs are written by Women•Average Age = 37•Average Income = $68,000
What Dell does well on its blog
• Frequent posts• Conversational voice• Break news• Listen and respond to customers• Incorporate video
The result: an engaged audience that has a reason to think about the brand every time Dell posts
Photo sharingBlogs
Discussion groups Niche networks
Intranets and wikisRSS Feeds
Social news sitesVirtual worlds Social gaming
Photo sharing sites
Who could promote their business via Flickr?
• Photographers
• Personal trainers
• Auto dealers
• Antique dealers
• Jewelers
• Hairstylists
• Painters
Discussion Groups
What Ivy Tech does well with its discussion group
• Easy to find
• Responds quickly
• Filters spam but allows dissent
• Connects posters to peers
The result: efficiencies, thousands of questions answered and students satisfied
Niche social networking sites
What AARP does well on its niche network
• Builds its brand
• Removes barriers for its target audience
• Replicates best of the megasites, but cuts the clutter
• Subgroups
The result: gives AARP another “hook” with members
Five Ways Social Media is Changing
Your Business
How is Social Media Changing Your Business?
1. Customers can easily communicate with each other…
How is Social Media Changing Your Business?
2.…and you can listen in
How is Social Media Changing Your Business?
3. Word of mouth travels much faster than ever before
How is Social Media Changing Your Business?
4. There are an infinite number of messages competing for your audience’s attention
How is Social Media Changing Your Business?
5. “Interruption” advertising is becoming less effective
A Few Ways to Use Social
Networking to Grow Your Business
Ways to Use Social Networking to Grow Your Business
1. Actively promote yourself/your business, but…
Ways to Use Social Networking to Grow Your Business
2. Share advice, expertise, and your interests/activities more often than you
actively sell/promote
Ways to Use Social Networking to Grow Your Business
4. Visit others’ (relevant) blogs and participate frequently
Ways to Use Social Networking to Grow Your Business
5. Launch a YouTube channel, Flickr photostream or a podcast
Ways to Use Social Networking to Grow Your Business
6. Create a niche social networking site
Ways to Use Social Networking to Grow Your Business
7. Use Twitter to listen to your customers
Ways to Use Social Networking to Grow Your Business
8. Connect with others in your industry
Ways to Use Social Networking to Grow Your Business
9. Integrate your social media efforts with the rest of your marketing
Give to Get….. Build Relationships
Highest ROI 1. Word of mouth/referral
2. Direct sales
3. One-to-one/events
4. Public relations
5. Advertising
1. Word of mouth/referral
2. Direct sales
3. One-to-one/events
4. Public relations
5. Advertising
Most dependent on relationships
Promotion - Tactics
Effective use of social media
Better relationships
Better word of mouth
The Revolution
Getting Started
Getting started
Decide whether social networking is right for you
Are you willing to put in the time?Does it interest you?
Do you want more business?Can you handle more business?
Getting started
Stake your claim
Getting started
If you’re new to social networking,
don’t jump in right away—
watch and learn
Getting started
Decide what niche you’ll focus on, which tools you’ll use, and how much time you’ll devote to social networking for business
Getting started
Decide whether you’ll do it yourself or partner with a consultant/vendor
Getting started
Consider establishing personal/organizational policies and protocols
Another way to Listen
Branding Yourself
Branding Yourself
Branding Yourself
Branding Yourself
