Transcript Social Media - Juliet Davis

Juliet Davis
SOCIAL MEDIA
Today’s Questions:
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What is Social Web Media, REALLY?
How Can Businesses Use It Beneficially?
How Can Effectiveness Be Measured?
Social Media Defined
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A category of sites that is based on user participation and
user-generated content. They include social networking sites
like LinkedIn or Facebook, social bookmarking sites like
Del.icio.us, social news sites like Digg or Reddit, blogs and
microblogs such as Twitter, wikis, such as wikipedia, and other
sites that are centered on user interaction.
--SearchEngineWatch.com glossary
Other key words: participatory, web 2.0, folksonomies (the
practice of categorizing content through tags).
It’s Huge
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10% of all time spent on the
Internet is spent on social web
media sites.
75% of all Americans are using
some form of social media.
Marketing Uses of Social Media
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88% of marketers are now using social web media
as part of their marketing campaigns.
Twitter, blogs, LinkedIn, and Facebook
are the top four tools
Positive results are correlated to the amount of time
devoted to the activities, as well as the length of
time that marketers have been invested in the work.
-- Social Media Marketing Industry Report , 2009
http://www.whitepapersource.com/socialmediamarketing/report
Social Networking Sites (e.g., FB, MySpace)
Facebook (internal stats)
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Over 300 million users globally
30 million mobile users
More than 120 million users log on to Facebook
at least once each day.
More than 30 million users update their statuses at least
once each day.
The average user has approx. 120 friends.
85% of college students use Facebook
Facebook owned by Mark Zuckerberg
Compare
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Radio took 38 years to reach 50 million listeners.
TV took 13 years to reach 50 million viewers.
Internet took 4 years to reach 50 million users.
Facebook took 9 months to add 100 million users.
Myspace
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More than 150 million users globally.
In the UK, reaches 30% of all people 15-24
Facebook vs. Myspace appeal
Myspace owned by Fox Interactive Media
Business Uses: Targeting
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A marketer can target users by
workplace (ranging from the French Embassy in the
US to Exxon-Mobile)
countries (over 30 countries)
interest (”A Clockwork Orange” to Judaism)
and other data.
Facebook Business Vehicles
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Facebook Page
(events, calendar, announcements, etc.)
Make it personal.
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Discussions
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(“Ready for Starbucks and/or sex.”)
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Customer Suggestions
(cont. on next slide)
Gift Example
Quizzes
Game Example
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(examples)
What kinds of advertising works?
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Users want integrated experiences rather than banner ads
(Jakob Nielsen ).
Text ads receive more click-throughs than visual ads (Jakob
Nielsen).
Banner ad click-throughs on social networking sites are bleak
but can work for the right target audiences (e.g., students
shopping for colleges)
Viral gifts more successful than banner ads (See Harvard
Business School Article: http://hbswk.hbs.edu/item/6187.html).
LinkedIn
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45 million members
80% of companies say they used LinkedIn as their
primary tool to find employees during the course
of this year. (Reported by Econsultancy)
Social Bookmarking and News Sites
What do you do with cool links you want to save?
Viral Marketing
Viral Marketing
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YouTube:
Over100 million viewers in the USA alone.
Tips for Going Viral
- No one can predict what will go viral
- be outrageous, humorous, amazing, or remarkable
- create 10-20 videos (instead of one)
- Send to friends and sites
- The U.T. YouTube Anecdote
Technorati indexes133 million blogs.
900,000 blog posts are created within a
single 24-hour period.
Universal McCann reports that
77% of all active internet users regularly read
blogs.
Blogs
Wikipedia currently has more than 13 million articles
in more than 260 different languages.
The site attracts over 60 million unique users a month.
Reliability of its contents is hotly debated.
How can businesses use wikis internally?
Wikis
Microblogs (e.g., Twitter)
Old Twitter Home Page
140 Characters
Twitter does not publicize number of users,
but estimates are 6-10 million global users
 (more than 1000% growth rate in 12 months—
July 2008 to July 2009).
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Word of Mouth
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Twitter Users
Your Market
Twitter Tips Marketers Swear By
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Brand your page
Create separate accounts
for separate divisions
and levels of communication
Scoop followers by following
(Cont. . . .)
Twit Tips Continued
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Tweet daily (or use HootSuite to schedule tweet postings).
3 times per week post 3 types of tweets
Make the tweets valuable to clients and prospects
(not blatantly self-promotional)
Be interesting and interested in others.
Interact and build relationships
Note:
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Tuesday is the most active day for
Tweeting, followed by Wednesday
and then Friday (Sysomos).
@ for replies, d for direct messages
(can do public or private),
RT for repeating tweets, and # for
arbitrary tags
Hot Content
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How Tos and Instructional Content
News, especially breaking news
Warnings (e.g., phishing scams)
Freebies and Contests
Critical Phrasing
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10 Child Safety Tips Every Mother Should Know:
www.tenti
Is Twitter Right for Your Business?
http://www.effectwebmedia.com/blog/socialmedia/is-twitter-right-for-my-business (Jillian
Koeneman’s blog for Effect Web
Media)ps.com/childsafety
BudURL.com
Know Your Objectives
Examples of Objectives:
- New business leads
- Brand management
- Consumer input
- Consumer behavior
- Consumer relations
Measuring, Tracking, Analysis
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By Visible
Technologies
Create your own social networking site at www.ning.com
(but what would be the benefit when FaceBook and
MySpace already have the members?)
Create your own Wiwki at www.MediaWiki.org.
Create your own 3D world at www.secondlife.com
Create your own blog at www.blogspot.com
Hold a web conference (free) at www.vyew.com.
Create Your Own
QUESTIONS?
Some Resources
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Mashable.com (news)
DavidMeermanScott.com (blog on social media in marketing)
Includes downloadable books
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Prsquared.com (blog on social media in PR)
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ProBlogger.com (blog on blogging and social media)
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Effect Web Expert (blog especially good on Twitter)
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AEJMC (academic sources)
(Association for Education in
Journalism and Mass Communication)
SNCR (think tank)
(Society for New Communications Research)
a Paolo Alto based think tank (non-profit)
for researching new media
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Econsultancy 20+ stats
http://econsultancy.com/blog/4327-20-+-mindblowing-social-media-statistics
20+ more stats
http://econsultancy.com/blog/4402-20+-moremind-blowing-social-media-statistics