social media overview
DESCRIPTION
This presentation to to provide an overview of how traditional outreach on the Web is shifting due to social media/new media. It shows how traditional media is experiencing a paradigm shift and how we must change with the times if we want to reach challenging markets and participate in the online conversation.TRANSCRIPT
Ubiquitous
What is Social Media?
technology
social interaction picturesaudio
videowords
-- build shared meaning --
The use of electronic tools for the purpose of sharing and discussing information and experiences with others…
The Evolution of the Web…
Web 1.0get noise
• read content• paid content• move to digital• static sites• push content• eCommerce
Web 2.0make noise
• user generated• interactivity/sharing• connectivity• pull content/free• social networking• streaming audio• streaming video
Web 3.0filter noise
• contextual info• less clutter• ads as content• …TBD…
New Buzz…
“The customer is now a collaborator.”
“One person can make change – quickly!”
“TV attracts watchers, online video attracts users.”
“Journalism students know more than professors.”
“Anyone CAN become famous now.”
Differs from Traditional Media?
technologyis
theconduit
Source: Wikipedia
…depends on interactions between people as the discussion and integration of words building shared meaning. …it’s not finite…
For Brand Survival…
Traditional Media Social Media
VS
Customer CollaboratorTalk to Talk withSelling Sharing
Voice = Company Voice = CitizenMore expensive Less expensive
Prof media outlets User generated contentPush marketing Pull marketingBroader market Targeted marketsStatic content Evolving content
One-sided Multiple opinionsShort lived Long life
CitizenJournalists
Rise of Citizen Journalism
• The act of citizens playing an active role in the process of collecting, reporting, analyzing and disseminating news and information
2.4 million search results on Google (Sept 08)
“citizen journalism”“citizen journalist”
4.9 million (as of Mar 09)
Citizen Journalism – it’s not new
Thomas PainePamphlets:
• Common Sense (1776)
• The American Crisis (1776 - 1783)
• Agrarian Justice (1795)• ……
The Father of the American Revolution
Suggestion: “We The Media” Gillmorread free: oreilly.com
Citizen Journalism – it’s not new
1963
Abraham Zapruder
Assassination of JFK
1991
George Holliday
Rodney King Beating
CitizenMarketers
A New Breed of Marketers
Citizen Marketers
Customer evangelists who generate media (primarily online) on behalf of products, services, companies, or people who generate inspiration.
Embrace the Citizen Journalist/Marketer
Examples of Social Media Tools
photo sharing
video sharingsocial networking +
microblogging
user generatedand monitoredencyclopedia
up-to-date friends/family activity
social news sites
blogging tools
Ubiquitous
Makes it Easy to Share
Geek Talk Going Mainstream…
RSSXMLAggregation AjaxAPIs WidgetsBadges
Screen ScrapingPermalinks
Trackbacks Mash-ups
Link Exchange Lifestreaming
JavaScript
Marketing profs must embrace the geek talk!
A closer look
A Closer Look…
RSS…really simple syndication
XML = Extensible Markup Language | helps information systems share data
• An XML feed that streamlines content syndication
• A way to subscribe to Web sites, and elements of Web sites, that you'd like to receive on an ongoing basis.
Old Way of Getting Info Online…
you find it
New Way of Getting Info Online…
you subscribe to it
RSS Reader
Aggregation:making a collection of feeds available in one spot
The Social Browser
The Social Web BrowserEasily integrates social tools into the browser
“for the social media addict”
Data Aggregation
Widgets
a mini application that can add functionalityto your Web page, blog, social profile etc.
YouTube’s Video Embedding Widget
Widgets | make money
Google’s AdSense Widget
Wikis
• A page or collection of Web pages that anyone with access can contribute or modify content
Ward Cunningham
Power of wikis
2,581,574 articlesand growing every day…
100,000 articles
Why social media is
important?
To view this video visit: http://garyvaynerchuk.com/2008/10/08/you-down-with-roiyeah-you-know-me/
Deepen Brand Relationships Via Social Media
• 93% say a company should have presence in social media
• 85% say a company should use it to interact w/them
• Almost 60% of Americans interact with a brand on a social media site
• 56% feel a stronger connection to brands when use social media
WillWork
4Free!
strategy and communications agency
Sept 08
Why Important?
• Monitor your brand and reputation online• Monitor others brands/reputations• Interact with your consumers
– Transparency is paramount!• Expand your reach• Track ROI better• Because the Internet is where exchange
happens!
Reach Challenging Markets
• Men – 2x as likely as women
• Men/Women 18-34 yrs– 33% want companies to
market to them via social media
• Wealthiest households– 33% want companies to
market to them via social media
Social Media Case Study
Goodwill of Greater Washington
Purpose:
• Intelligently raise its brand• Educate new communities about its
mission• Create new sources of income- Metro region effort- Charitable organization
Goodwill of Greater Washington
Market:
• Young professional women who love vintage & inexpensive fashion
Social Media Tools
Traditional Tools
• Direct Mail
• Flyer distribution
• In-store signage
Blog:• 600 readers/week• 25% retention rate• 3% conversion (online shoppers)
Reasons:• Reaching a hard to reach demographic (W
= 18-24 yrs)• Not “advertising”- creating a conversation.• Being transparent• Building trust among young professional
women– Sharing vintage and contemporary fashion tips
Early Results (90 days)
Empowering their market
The The Golden Golden
Age Age of of PRPR
A Marriage Made in the Web!
PR ProfessionalsSocial Media
Why Good For PR and Marketing Professionals?
1. A perfect fit…• Establishing relationships and maintaining 2-way comms
2. It’s a hot topic of conversation• Everyone is a PR/marketing “expert”
3. Consumers are now more savvy than ever• Traditional advertising must change with the times…
4. Budgets are shifting• Moving from big spending on one ad to long-term authentic comms –
more viral in nature
5. Reputation has never been more important• Just as important as monitoring the balance sheet!
Social Media News Release:
Give Your Press Release a New Life!
Die! Press release! Die! Die! Die! By Tom Foremski - February 27, 2006
Link multimedia and social media capabilities of the Web to make releases more reader friendly and useful.
pr-squared.com
get templatefor free!
reader subscribes
core facts
additional info – added over time
recent updates
photo update
video update
quotes
suggest tags
share
addt’l resources
join conversation
Make it easy to link to other SMNRs
Benefits of SMNR
• Optimized for search • Optimized for conversation • Optimized for sharing • Tells the entire story through multimedia • Provides context on complicated stories • Makes a better impression, visually, than a
wire release• Lives on…
Tracking Ford Focus SMNR
Lives on…
How do I measure it?
Free tools for measuring social media
• Technorati (# of links, authority)• Del.icio.us, Digg (quality and type of coverage)• Google Analytics (site statistics)• Flickr (photo views)• Feedburner (subscribers)• Google Blog Search (what citizens are saying)• Yahoo Pipes (manage RSS)• Compete, Alexa (traffic)• Quantcast (types of users, ratings, demographics)
Staying connected
Staying Connected Online…
• Network• Recruit• Research• Promote• Ask
www.linkedin.com
Monitoring online…
• Monitor• Learn• Compare• Respond
www.google.com/alerts
Social Media
Staying Connected to Me…
iamcarolina
caroline cummings eugene
linkedin.com/in/carolinecummings
carolinecummings.wordpress.comThings that make ya go hmmm
Trends…
Media Trends
• People have the power, not business• Hyper-target marketing (1-1 marketing)
• IPTV (Internet Protocol Television)
• Mobile technologies• Ads as content• Gaming and advertising• Contextualized Internet experience (Web 3.0)
Now what ?
Book recommendations…
positioning, message delivery and reputation management are in the hands of the people - where anyone can be a publisher or broadcaster.
grassroots journalism, but the people, for the people…examining their impact
the viral nature of social media and how it’s changing the way people form groups and exist within them.
B. McConnell, J. Huba D. Gillmor C. Shirky
Getting Your Feet Wet• Make a plan!• Set-up Google Alerts• Set-up iGoogle and/or Google Reader• Subscribe to 3 RSS feeds• Start a blog (link to blogs)• Respond to blogs • Embed videos in your blog• Track media trends• Post videos to YouTube• Subscribe to a podcast• Create/Join Facebook Pages• Utilize free online communities
– Google Groups, Ning, etc.• Download social browser
