What is social media, and why should I care?

Slideshow Transcript

1. Slide 2: What it is Social media is any tool that lets you share information and network with others.
2. Slide 3: What it is • Blogging • Chat Rooms • Micro-blogging • Podcasts • Social networks • Virtual worlds • Video sharing • Wikis • Photo sharing • Mobile
3. Slide 4: What are people doing? 1. Watching videos (83%) 2. Reading blogs (73%) 3. Viewing shared photos (63%) 4. Using a social network (57%) 5. Commenting on blogs (55%) Source: Universal McCann Wave 3 (April 2008)
4. Slide 5: Why should an agency care? 1. It’s changing how marketing works 2. It’s an affordable way to get results 3. It’s growing insanely fast 4. Clients will turn to us for answers
5. Slide 6: Why should an agency care? According to a 2008 survey of CMOs: “45% of respondents have switched agencies (or plan to switch) for one with greater digital knowledge.” Source: “The Future of Advertising,” Tim Brunelle (Sept. 2008)
6. Slide 7: Blogs
7. Slide 8: What are they? Blogs are regularly updated Web sites, usually featuring comments and links.
8. Slide 9: Why should you care? Blogs are now a standard source of news and info 77 million+ Americans visit blogs 346 million blog readers worldwide Source: Technorati State of the Blogosphere 2008
9. Slide 10: Why should you care? Blogs are a two-way street for marketers: Lead the discussion on our blogs Join the discussion on theirs
10. Slide 11: Where did blogs come from? 1967 — Internet is born 1979 — First discussion boards 1992 — First Web site
11. Slide 12: Isn’t it beautiful?
12. Slide 13: Where did blogs come from? 1994 — First online diaries 1997 — Term \"WebLog\" is coined 1998 — Open Diary becomes the first WebLog tool 1999 — \"Weblog\" becomes \"blog\"
13. Slide 14: Where did blogs come from? 1999 — LiveJournal 1999 — Blogger 2001 — Movable Type 2003 -- WordPress 2006 — Twitter
14. Slide 15: Why blogs were a big deal • Blogs changed the way people saw the Web • You can create, react, communicate • For the first time ever, anyone could make content for a global audience
15. Slide 16: Today’s blogosphere • 77% of active Internet users read blogs • 133 million blogs created since 2002 • Roughly half of all bloggers are over 35 Source: Technorati State of the Blogosphere 2008
16. Slide 17: What are the most-read blogs in America?
17. Slide 18: What are the most-read blogs in America? 1. Huffington Post 2. TechCrunch 3. Gizmodo 4. Engadget 5. Boing Boing
18. Slide 19: What are the most-read blogs in America? The Social Path is No. 148,031
19. Slide 20: How are businesses using blogs?
20. Slide 21: Doing it right Why it’s great: Funny Charming Fits the brand
21. Slide 22: Doing it right Why it’s great: Candid Responsive Sincere
22. Slide 23: Doing it right Why it’s great: Unfiltered Entertaining Insightful
23. Slide 24: Doing it wrong • Fake blogs • Created and forgotten blogs • Commenters locked out
24. Slide 25: When a biz should blog • You consistently have something to say • The writer has authority • You're willing to be candid • There's something in it for the readers
25. Slide 26: When a biz shouldn’t blog • No one can write • You're just rehashing press releases • There's no motivation to read it
26. Slide 27: Blogger outreach One-third of bloggers have been approached to be brand advocates. Source: Technorati State of the Blogosphere 2008
27. Slide 28: Blogger outreach More people read personal blogs than any other type of blog. Source: Universal McCann Wave 3 (April 2008)
28. Slide 29: Why reach out to blogs? • Bloggers are influential even beyond their blogs • A little time and money goes a long way • 8 of 10 bloggers post product reviews • Search engines love blogs
29. Slide 30: Why reach out to blogs? HP’s “31 Days of the Dragon” Campaign • Gave laptops to 31 bloggers • Laptops then given away to readers • 84% increase in HDX Dragon sales • 10% increase in overall PC sales
30. Slide 31: Keys to connecting with bloggers • Honesty • Limited expectations • Knowledge of the blogger
31. Slide 32: Keys to connecting with bloggers
32. Slide 33: Micro-blogging
33. Slide 34: What is it? Brief posts about your opinions or your life, shared with the world.
34. Slide 35: Why should you care? Sites like Twitter are revolutionizing how people and businesses communicate. Seriously.
35. Slide 36: What is Twitter?
36. Slide 37: What is Twitter?
37. Slide 38: What is Twitter? Users post brief messages of 140 characters or less. You choose whom you follow, but anyone can respond to you.
38. Slide 39: Other micro-blogging sites • Jaiku • Friendfeed • Pownce • Identi.ca • Facebook/MySpace statuses
39. Slide 40: Other micro-blogging sites By May 2007, just over a year after Twitter’s launch, there were more than 110 similar sites worldwide. Source: Wikipedia
40. Slide 41: Posts can be stupid
41. Slide 42: Or funny
42. Slide 43: Or informative
43. Slide 44: How businesses use Twitter
44. Slide 45: How businesses use Twitter • Comcast: Proactive customer service • Southwest: PR, promotions and support • H&R Block: Finding new customers • Dell: Multiple accounts for customer service (“richardatDELL”, etc.)
45. Slide 46: Keys to using Twitter for biz • Have a plan • Have personality (and a real name) • Use Twitter Search to pay attention • Talk to contacts even when they don’t need you for something
46. Slide 47: Social networks
47. Slide 48: What are they? Sites that connect people with shared interests, backgrounds, disturbing fetishes, etc.
48. Slide 49: Why should you care? Social networks have become the hubs of people's online lives. They may visit lots of sites, but their networks are where they live.
49. Slide 50: What’s the most popular social network in the U.S.?
50. Slide 51: Social networks in the U.S. Source: Hitwise analytics, August 2008
51. Slide 52: What’s the fastest growing social network in the U.S.?
52. Slide 53: Social network growth in the U.S. Source: Hitwise analytics, August 2008
53. Slide 54: Pros of MySpace • Still No. 1 in U.S. — for now • Great for music and arts • Ideal medium to target young consumers • More customizable options for advertisers
54. Slide 55: Pros of Facebook • Cleaner look and navigation • Young professional crowd • Cheap and easy targeted ads • Several great tools for businesses and nonprofits • May soon surpass MySpace in daily traffic
55. Slide 56: How we can use Facebook • Pages Let users become “fans”
56. Slide 57: How we can use Facebook • Applications Create branded tools, games, etc.
57. Slide 58: How we can use Facebook • Causes An application designed to give powerful tools and resources to nonprofits.
58. Slide 59: How we can use Facebook • Targeted ads Very cheap and very easy.
59. Slide 60: Some other sites to try Google Alerts Get real-time updates by e-mail whenever someone mentions you, a client, or any term at all.
60. Slide 61: Some other sites to try Google Reader Get all your favorite blogs in one place by using RSS feeds.
61. Slide 62: Some other sites to try Delicious.com Bookmark sites, videos, articles, etc. and pull them up from any computer
62. Slide 63: Some other sites to try TheSocialPath.com Shameless plug: We try to keep people updated on social media trends without getting bogged down in jargon.
63. Slide 64: A few closing thoughts Why is social media so scary? • It breaks down the walls • It’s filled with moving targets • There are still a lot more questions than answers
64. Slide 65: A few closing thoughts But… • It’s easier than you think • Education erases fear • We’re the right people for the job
65. Slide 66: Thanks for your time. david.griner@luckie.com Twitter.com/griner TheSocialPath.com