social media 100a - the changing nature of influence
TRANSCRIPT
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Social Media: The Changing Nature of Influence
Sunday, January 16, 2011
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Social Media: Why you should care
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#smphila
My Twitter name is: @jgibbard
and I also tweet for: @devinepowers
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Devine + Powers: A Quick Introduction
Public RelationsSocial Media
Issues Management
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Jeff Gibbard: A Quick Introduction
Geek
MBA
TwitterBlogger
Fan Pages
AppleDesign
Optimist
Communicator
Conversationalist
Participant
Thought Leader
Search
Marketing
Creative Problem Solver
Story-Teller
Social Media
iPhone Addict
GTD
Basketball
Philadelphia Eagles Fan
Yelper / FoodieLeadership
Right Brain / Left Brain
Wordpress
Lover of Gadgets
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Death by Powerpoint: NOT what I want
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Agenda
+ Mystifying Social Media+ De-Mystifying Social Media+ Q & A
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Are you ready ?
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Here we go...
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Part I: Mystifying Social MediaSo we can demystify it later.
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The world has changedThe world is changing
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Social Media: Whatʼs the BIG DEAL?
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Social Media has removed the ‘Gatekeeper’
Print Radio Television
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Social Media has removed the ‘Gatekeeper’
+
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“The amount of information created by humankind from the dawn of civilization until 2003 is about 5 exabytes of data...
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...that same amount of information is created every two days in 2010, and the pace is increasing.”
-Eric Schmidt, CEO Google
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Participation has changed behavior
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Letʼs go...
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1995 2006
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1995 2006
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1995 2006
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2010
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What does that mean...?
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Conversations are happening
...
Are you listening?
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Conversations
+ People talking about your industry
+ People talking about your brand
+ People talking about your competitors
+ People looking for information & answers
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Conversations
+ People are writing experiences
+ People are writing opinions.
+ People are posting videos.
+ People are posting pictures.
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This is your new Marketing Department
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Marketing is, now, more than ever, about: INFLUENCE
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Trust
Influence
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90% of consumers online trust recommendations from people they know
70% trust opinions of unknown users. (Econsultancy, July 2009)
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95% of respondents indicated that they did not trust advertising.
8% trust what companies say about themselves.
(Michael Hulme of the Institute for Advanced Studies at Lancaster University)
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Would you TRUST a company like this?
+ Doesnʼt have a website+ Doesnʼt use email+ Doesnʼt have a phone
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Would you still buy from them?
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How did you even find them?
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should you participate in Social Media?
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should you participate in Social Media?
How
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Part II: Demystifying Social MediaIt’s really not difficult to be human
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My Social Media 101 Slide
My (simple) definition of Social Media:
The collection of technologies that enable anyone to share content online.
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Assumptions
+ You acquire new business by getting qualified leads
+ You convert a certain percentage of leads into business (Close Rate)
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The two options to get more business...
+ Get more leads+ Improve your close rate
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Listen Create
Measure
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ListeningThe first step to engaging
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Noise -vs- Opportunity
Your BrandYour Industry
Your CompetitorsMisc. Opportunity
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ContentProviding Value
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MeasurementOften overlooked
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The action that you want people to take,
to transition from site visitor to lead.
The Magic Word: Conversion
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Listen Create
Measure
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No more slides...Letʼs talk.
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Q & A
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Jeff GibbardDirector, Social Media Practice Group
Phone: w: 215-568-2525m: 215-776-0874
E-mail: [email protected]
Twitter: @jgibbard @jgibbard_dp@devinepowers
Website: www.devinepowers.com(My) Blog: www.socialmediaphilanthropy.com
Sunday, January 16, 2011