A Presentation

on Social Media:

It`s Function and

Implementation

in Business

Presented By:

Presentation Agenda

A. Introduction to My Media Magnet

B. Social Media and You

C. Phases of Social Media Engagement1. Research2. Listen3. Report4. Participate5. Organizational Adaptation and Transformation6. Business Performance Metrics

My Media MagnetWho We Are

My Media Magnet is a partnership formed by Troy Jaggard who has a Diploma in Design and Motion Graphics (Dev Studios) and Elise Golanowski who has an Applied Communications Degree of Electronic Publishing (MRU). Our experience with Social Media Marketing has required a lot of research and we continue to learn more as our Social Media network grows daily. We’ve researched the tools necessary to be successful in Social Media and we can put them to work for individuals and brands. Our mission is to, “Increase brand awareness and online saturation for our clients through Social Media Campaigns.”

My Media MagnetWhat We Do

My Media Magnet is a Social Media Marketing company. This means that we build, maintain, employ and monitor Social Media profiles for our clients to ensure the success of their Social Media Campaigns. We believe that there is ‘The Big 3’of required Social Media accounts for businesses that includes Twitter, Facebook and LinkedIn.

With over 150 social networking sites available, we try to focus on what`s most popular and beneficial for our clients. There are new sites daily that we try to keep on our radar and monitor (ex. Google Buzz), using online trends as a guide for what`s working.

Social Media and YouBlogs

A word about blogs and Wordpress:

Having a blog is a great way to get started with social media

It provides freshly updated content daily

Aids in search engine optimization

We prefer to use Wordpress as our blog and content manager

Wordpress was started in 2003 and has grown to be the largest self-hosted blogging tool in the world

4 out of 5 users prefer Wordpress to other services like Blogger

Wordpress just added themes that are optimized for mobile phones

Used on millions of sites and seen by tens of millions of users everyday

Open-sourced project, which means there are hundreds of people all over the world working on it

How a blog can work for you within your company:

Set-up a blog where you can keep a journal about upcoming company events, promotions and news

By employing the correct strategies you can promote your company and encourage others to subscribe to your blog

Allows you to monitor non blog content easily and gives you space to create content to share or keep private

Establish password protected posts, have multiple authors or have different types of users where they can only post drafts, not publish to the front page, utilizing your blogging platform to represent your company in the best light possible

Integrate your blog with your other media and your company web presence

Social Media and YouLinkedIn

A word about LinkedIn and its features:

LinkedIn is a network of experienced professionals from around the world representing 170 industries and 200 countries

A new member joins LinkedIn approximately every second

They have over 50 million users as of October 14th, 2009; a jump from 45 million users since August 12th, 2009.

Linkedin saw a 5.68% growth in traffic for the month of September alone

Executives from all Fortune500 companies are LinkedIn members

LinkedIn truly is international with 50% of their users being from outside the U.S.

They won two Webby awards in 2007 for services and social networking

How LinkedIn works for individuals and companies:

Find and be introduced to potential clients, service providers and subject experts

Provides services to monitor and manage the information that‘s publicly available about you as a professiona

Allows you to create and collaborate on projects, gather data, share files and solve problem

Enables you to be found for business opportunities and find potential partners

LinkedIn gives you the tools to gain new insights from discussions with like-minded professionals in private group settings

Provides you with opportunity to post and distribute job listings to find the best talent for your company

Social Media and YouTwitter

A word about Twitter and its features:

Its simple: Twitter asks one question, "What are you doing?" and your answer, or ‘Tweet’, must be under 140 characters!

Tweets are then sent to the general Twitter population, more specifically to the Twitter feed of the people that have added you as a friend or that ‘Follow You’ to keep everyone you know ‘in the know’!

Messages can be sent via mobile texting, instant message, or the web making the service accessible for nearly everyone!

Twitter has grown at a phenomenal rate with an increase of 1,350% in active users in the past year

How Twitter works for individuals and companies:

Twitter’s services allow you to expand your social and professional networks

People are able to communicate with like-minded individuals by researching their Twitter profile, feed, and followers

Keep yourself in the know on industry updates

Create links to your website or blog

Participate in the community

Social Media and YouFacebook

A word about Facebook and its features:

Facebook has a global reach with 70% of their users outside the U.S.

Facebook’s fastest growing demographic is 35 years of age and older

More than 65 million active users currently access Facebook through their mobile devices making it extremely accessible for the general population

More than 10 million people become fans of pages daily, giving businesses a unique opportunity on which to capitalize

Facebook is the second most trafficked PHP site in the world

They led the industry in giving people the tools to control the information they share and with whom they share it in a time when privacy is difficult to come by

How Facebook works for individuals and companies:

Facebook services allow you to expand your social and professional networks

Provides you with the opportunity to advertise and host events such as contests and publicize it to your network for increased brand awareness

People are able to communicate with like-minded individuals by researching their Facebook profiles, including groups and friends, to tailor their network for their specific needs

Be one of the first to know about industry updates

Create links to your website and/or blog

Participate in the community

Strategic Visibility

Research

Relevance

1. Research

2. Listen

4. Participate

3. Report

5. Organizational Adaptation and Transformation

6. Business Performance Metrics

Current Buzz

Relevant Sites

Google Analytics

Using Metric Tools

Analysis

Develop Presence

Rapid Response

Conversation

Action

Empathy

Purpose

Community

Humanize Brand and

Define User Experience

Phases of Social Media Engagement

for Unique Stakeholder

Options

Phase 1: ResearchRelevant Social Media Tools

Wordpress Blog

• Started in 2003, has grown to be the largest self-hosting blogging tool in the world

•Fully Customizable Interfaces allow for well-branded blogs

•Assists in monitoring using keywords and categorization

•Assists with SEO (Search Engine Optimization) by providing users and Google with fresh content

‘The Big 3’

•LinkedIn, Twitter and Facebook comprise ‘The Big 3’ of social media sites.

•Each site has its own unique language, purpose and benefits for companies

• LinkedIn is a professional networking site; its purpose is to connect people within their industry

• Twitter is a social networking site focused on sharing information

• Facebook provides companies with greater opportunity for discussions, contests and promotions

Other Examples

• Forums, Digg, video platforms

Phase 1:ResearchCurrent Company Buzz

What is Buzz Monitoring?

The keeping track of consumer responses to commercial services and products, to establish the marketing buzz surrounding a new or existing offer

Becoming increasingly popular as a base for strategic insight development alongside other forms of market research

Involves the checking and analysis of myriad online sources such as internet forums, blogs, and social networks

Data can be provided in real time, which means that critical issues can be picked up instantly

Can actually guide further product and service developments

Buzz Monitoring

• Focused Campaign• Competition Analysis

• Market Statistics• Content Management• Responsive Positioning

Phase 2:ListenUsing Metrics Tools

What do Metrics tools allow/provide?

Track keywords through customized searches related to your organization, industry and competitors

Isolate geographic, demographic and language parameters

Identify frequently discussed topics around both yours and your competitor’s brand

Gauge whether discussions about your brand are positive, negative or neutral

Respond to consumer complaints online before they make their way into the mainstream media

Offset negative comments with positive announcements on new initiatives

Measure the impact of a blog or social media network on your brand

Review who is discussing your brand by analyzing their age and gender

Demonstrate ROI of a particular campaign by reviewing charts generated through monitoring that show spikes in mentions of your brand in social media

Discover top sources where your organization is being mentioned or discussed

Phase 2:ListenGoogle Helps Out

What is Google Analytics?

Shows you how people find, navigate and how they become customers

Brings a new level of accessibility for enterprise-class businesses

Allows you to analyze and compare different time periods

Visualize data in different ways

Lets you send and schedule personal report emails

Incorporation of AdWords into analytics

Clickable heat maps to display your customer by continent, region, or state

Provides reports to help you design better effective landing pages

Helps you find and correct market conversions on your site

Gives you rich insights into your website traffic and marketing effectiveness

Monitors your reports and automatically alerts you of significant changes in

data patterns

Allows you to isolate and analyze subsets of your traffic

Flexible customization for customized tracking

Phase 3:ReportGenerate an Executive Report of Findings

Distil existing social media conversations into an executive report. This early form of reporting is merely designed to provide decision makers with the information they’ll need for continued exploration of social media and its potential impact on business.

Findings Executive Report

Phase 4:ParticipateSatisfy the 5 Components of Participation

Strategic Visibility

Research

Relevance

ParticipateAnalysis

Develop Presence

Rapid Response

Conversation

Action

Empathy

Purpose

Community

Humanize Brand and

Define User Experience

The ultimate goal of this stage is to humanize the brand and give your company the power to define your user experience. This can be achieved through five processes including developing a presence, analysis, becoming part of the conversation, developing rapid response methods and taking action.

B.

A.

C.

E.

D.

Phase 4:ParticipateA. Develop a Presence

Create an official presence across one or more social networks. This can include any social media sites you feel are most relevant to your company. With over 150 social networking sites currently available, we suggest starting with the most effective. Our approach begins with a blog and ‘The Big 3’, which includes LinkedIn, Facebook and Twitter.

When creating company profiles consistency of identity should be a key concern. It is possible to have both personal and business accounts with most service providers using different email addresses, thus providing you with the opportunity to maintain both a personal and professional account without blurring corporate lines.

One company really working to develop a presence using social media is Dell and they claim its gained them $1 million in revenue. Their approach includes blogs, forums, wikis, media galleries and groups.

Phase 4:ParticipateB. Analysis

Review social media activity for:

Frequency – The rate of mentions

State of sentiment allocation

Traffic

Size of Connections (friends, followers, fans, etc.)

Provides limited glimpse into the effects of presence and participation

Phase 4:ParticipateC. Conversation

Representative of an early form of participation, this stage usually evokes reactive engagement based on the nature of existing dialogues or mentions and also incorporates the proactive broadcasting of activity, events and announcements

3 Elements of Successful Conversation Online

1. Research: Review activity for public sentiment, including negative and neutral commentaryObserve trends in responses and ultimately behaviorDevelop an understanding of where to concentrate activity, at what level, and with what voice across marketing, sales, service and PR

2. Strategic Visibility: Introduce relevance and focusFind our where you would be missed and focus your efforts thereThe social web is far more extensive than Twitter, blogs and Facebook, brand managers search across the entire web to locate where influential dialogue transpires

3. Relevance“Chatter” or aimless broadcasting is not as effective as strategic communications and engagementExplore goals, objectives and value implementationExchange online is based on trust and loyalty

Phase 4:ParticipateD. Rapid Response

Listen for potentially heated, viral and emotional activity in order to extinguish a potential crisis or fan the flames of positive support

Phase 4:ParticipateE . Action

Action

A. Empathy+

B. Purpose=

Community

Humanize Brand and

Define User Experience

Businesses must act; once the door to social consciousness is opened, bring the spirit of your company through it to affect change. Act with the Empathy and Purpose:

A. Empathy Social media personifies companies Listening and observing is not enough The ability to truly understand someone, their challenges, objectives, options and experiences allows us to better connect with them.

B. Purpose Shift from simple response to purposeful, strategic communication will be mutually beneficialThis stage allows you to create captivating content and messagesHave to give the audience something to believe in, something that moves them

A + B = Community: Community is an investment in the cultivation and fusion of affinity, interaction, advocacy and loyalty. Community is

earned and fortified through shared experiences.

We become social architects, and build the roads necessary to lead customers to a rich and rewarding network, full of valuable information and connections.

Our story migrates from consumer to consumer forming a powerful connection that reveals true reactions, perceptions and perspectives.

The conversations that bind us humanize the brand and form a human algorithm that serves as the pulse of awareness, trustworthiness and emotion.

Online activity must not only maintain a sense of purpose, it must also direct traffic and shape perceptions

As we attempt to redefine the experience of new customers, prospects and influencers, we essentially makeover a brand.

Phase 5: Organizational AdaptationSocial Darwinism

Survival does not hinge solely on a company`s social media strategy; the social element is but one part of an overall integrated strategy

It`s how we learn and adapt that ensures our place within the evolution of our markets

The introduction of new roles will beget the restructuring of teams and workflow, which will ultimately necessitate organizational transformation to support effective engagement, production and the ongoing evolution towards ensuring brand and product relevance

Adaptation:

Artful listening, community building and advocacy must align with an organization`s ability to adapt and improve is products, services and policies

In order for teams to collaborate well externally in the realm of social media, there must first be some internal collaboration

Interdepartmental cooperative exchange provides a means for which to pursue sincere engagement over time

Phase 5: Organizational TransformationThe Conversation Workflow

Organizational Transformation:

Internal reorganization of teams and processes to support a formal Social Customer Relationship Management (sCRM) will become imperative

Influence isn`t relegated to one department or function within an organization

An integrated an interconnected network of brand ambassadors must work internally to ensure that the brand is responding to constructive instances, by department; necessitated by inevitable external communications

At the departmental and brand level, successful social media marketing will require governance and accountability

Organizational transformation will gravitate towards a top-down hierarchy of policy, education and empowerment across the entire organization

Instance

Investors

Stakeholders

Consumers

Innovators

Partners

Peers

Experts

Tastemakers

Product

Service

Marketing

Interactive

Public Relations

Finance

Human Resources

E-Suite

The Board

Listening Agent

Internal Circulation of Information

Phase 5: Organizational Adaptation and TransformationAn Approach to Transparency and The Internal Circulation of Information

Many companies are implementing social media policies and guidelines to begin building communities online

Often technologically advanced companies or marketing and communications firms that have implemented company wide twitter and blog accounts for social media contributions

IBM is one company that has developed an extensive policy on social media to address employee use and transparency

Telstra (a 40000+ person Australian telecom giant) offers an even more comprehensive guide with video and specific Q & A features (ex. “what if my [personal] blog post is critical of Telstra?”) 

One suggestion we have is an internal blog that can only be viewed, edited, commented on and approved by employees with an administrator to publish completed posts for public view

Phase 6:Business Performance MetricsRedefining ROI

Executives may be uninterested in transparency or authenticity; with numbers and profits being their most prominent concern

Understanding that the overall goal, and job, is to steer a company toward greater profits; we need the numbers behind the activity at every level

Social is measurable and the numbers are empowering for social media campaignsThe inclusion of business performance metrics is the difference between visibility and presence

ROI: Without an understanding of the volume, locations and nature of online interaction, the true impact of

our digital footprint and its relationship to the bottom line of any business is impossible to assessAn immersive view of social media goals and objectives allows us to truly measure ROIBusiness Performance Metrics reveal the meaning and opportunity behind the numbers and allows us to

identify opportunities for interaction, direction and action

Employing Social MediaExamples – The Pentagon

Some brands have already undertaken the task of developing a social media campaign and are employing it extremely well. We`ve compiled some examples of different companies that have their own unique focus for their campaign and are implementing different methods to accommodate their unique needs.

The Pentagon

Using various new media channels to communicate with the public, potential recruits and its 2.6 million military servicemen and women around the world. They have the biggest internal audience of any organization in the world.

Consistency has been observed on every profile

Employing Social MediaExamples - IBM

IBM

When IBM decided they wanted to start using blogs, they didn’t just create one blog, they created an entire network. IBM created a way and allowed their employees to write about their experiences, what they’re working on, or any other topic of choice.

IBM capitalizes on the intelligence of their employees to give consumers insight into what happens behind the scenes. By giving the industry experts they’ve hired a voice, IBM is able to highlight the people behind their products. Users get to see how IBM operates, and are given a direct connection with IBM employees.

Having a CEO that blogs is great, but increase the number of blogs and you increase the number of connections. Leveraging your employees to write about what they love conveys the corporate dedication to the industry.

Employing Social MediaExamples - Ford

Ford

Does a great job using Twitter

Did a great job quelling a would-be public relations disaster online with the use of social media

Quick to act and reveal the true story

As things were being fixed and a compromise ironed out, the public was informed every step of the way

Social media can be used to inform consumers in real-time how a corporation is reacting to events that affect the customer

Transparency in the process and access to constant information can help stop a negative story from going viral

ConclusionQ & A

Q&A