Social Media

Mike Pascucci, Social Media Strategist

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Agenda

Ektron OverviewWho I amDefine Social Media Discuss CommunicationOutline Case StudiesClosing remarksQuestions

Company Overview

Quick Facts

Founded in 1998 200+ Worldwide EmployeesHeadquartered in Nashua, NH

US Offices: San Francisco, CA; Richmond, VA; Austin, TX

Offices Worldwide UK, AUS, Singapore, Canada

Corporate GrowthPrivate and Profitable Company 6 Year Growth of 425%2009 Growth of 38%

Introduction

Mike PascucciSocial Media Strategist

http://www.Ektron.com

12 years Online community – Social Media experience

Community development Manager of eBay’s community - developing new community platforms, vendor management, International Consultant - and off-line focus group manager for 5+ years

Director of Moderation Services for Mzinga. Experience in building, developing and implementing effective strategies across some of the largest Online Communities (ESPN, FOX, AEXP, ABC News…)

What is Social Media?

User Generated content (textual, video, photo)A “Tweet” on Twitter, a “Friend” on Facebook, a “Connection” on LinkedIn“Web 2.0” tools (Blogs, Ratings/Reviews, Article comments, Profiles, friending….)

Any Content shared through the relationships that are built and/or extended leveraging Social applications.

These interactions WILL have some kind of affect on individual and business behavior.

You Can’t Live Without It

Social mediais the

#1 activityon the web

Opportunity

Now, more and more companies today want to do Social Media, but they do not know the Who, What, Where and Why

Opportunity

Web

Content

Management

Social Media

Three HUGE technologies that have merged together…

Social

eCommerce

Where to begin

The times are changing

Old Communication

Are you listening

What are you learning

Are you Participating

New Communication

Dell and Social Media

$60 Billion company1.5 million followersGenerated $6.5 Million in sales via Twitter presence in 2009*Not just salesSupportIdea GenerationBrand awarenessLoyalty and Retention

*Source:http://mashable.com/2009/12/08/dell-twitter-sales/

Sales

Dell and Social Media

Support

Best Buy

Information & Guidance

Who is doing it right?

Peer Support

Dominos

Damage Control

Domino’s & Social Media

Insight and Analysis

IKEA and Facebook

Autumn ’09, opening new store in Malmo, SwedenFacebook page created for the Store managerUploaded photos to his page and allowed others/friends of his to “tag” the items Photos spread out beyond the local area and within Facebook profile pages – creating awareness of the brand, store and contestNo static banner promotion, IKEA got people talking about their product which resulted in more conversation and branding

Promotion

NASDAQ

Information sharing

Vitamin Water

Summer ’09 created Facebook page to solicit ideas for a new flavorFans influence the final decision$5,000 went to the team that “named” the productMore than 1 Millions fans of the Vitamin water are potential purchasers when launchesCommunity feels “ownership” in the process and final resultAwareness, loyalty, ownership, retention…..

Co-Creation

Who is doing it right?

Affinity

AT&T

Leverage External tools

B 2 B – Toshiba eXCHANGE

Similar to existing social networks, such as Facebook, LinkedIn or MySpace, Toshiba eXCHANGE will unite the Toshiba community by providing members with a convenient, easy-to-use online forum to share and seek information – such as best sales practices and techniques, end-user generated knowledge and product tips.

Detailed profiles of online eXCHANGE members that will enable users to connect directly to other Toshiba sales professionals Blogs that will keep members aware of ongoing product and program updates Video clips that will provide education and product launch information Content ratings, which will help indicate the value of information and content RSS Feeds/tags that mark key interest areas for users Intelligent searches that will help members locate information quickly and easily

* http://www.socialmediaportal.com/PressReleases/2009/08/Toshiba-Launches-Social-Business-Network-Designed-to-Connect-Sales-Service-and-Corporate-Professionals-Nationwide.aspx?ReturnUrl=%2fSearch%2fDefault.aspx%3fTag%3dToshiba%2beXCHANGE

The Explosion of Bacon

2 days before Christmas 2008, recipe “formulated” via a challenge made on TwitterBBQAddicts.com created and promoted on their siteTweet sent to 1,200 followersChristmas day, traffic spiked to more than 27,000 visitorsWithin 2 months, the website was viewed over 390,000 timesPicked up via NY Times and other Media outletsFacebook fan pages, photos, recipe sharing

Word of Mouth

People are Communicating

ROI

Marriott – Made over $5M in bookings from people who clicked through to the reservations page form their Bloghttp://www.washingtonpost.com/wp-dyn/content/article/2008/08/24/AR2008082401517_pf.html

Blendtec increases sales 700% because of “Will it Blend” Video’s posted to YouTubehttp://mashable.com/2007/09/27/blendtec-sales/

Wine Library (Gary Vaynerchuk) increases revenue from $4M to $50M via leveraging Social media outletshttp://www.topnamemarketing.com/

Movie Paranormal Activity ($15,000 to make) made more the $7M w/ help of Social Mediahttp://mashable.com/2009/10/07/paranormal-activity/

Aberdeen Research: “Companies using social networking sites are 17X more likely to improve customer satisfaction than companies that don’t" http://filesocial.com/3celfv9

June 2009 study from MarketingVox and Nielsen which found that 25% of search results for the world’s Top 20 brands linked back to user-generated content – only to increase in the near future

Decisions need to be made

Content

Drive people to you

Are you ready

Closing remarks

Social Media – Web 2.0 is not a fad or something that will pass

Companies that are leveraging Social media and Web 2.0 functionality are surviving, while others are struggling

All companies have different visions and goals, and your Social media policies and strategies should parallel those efforts

Websites need to be more engaging and less static

YouTube Video

Contact Information

Mike PascucciSocial Media Strategist

Mike.Pascucci@Ektron.comhttp://www.ektron.com/mikepascucciblog

http://mikepascucci.com@mikepascucci

@Ektron(603) 816-5408

Questions

Tom Schmied920-884-1492tschmied@infinitytechnology.com

www.linkedin.com/in/tschmied

Photo accreditation

Slide 9 www.intersectionconsulting.com/blog/?p=402 Slide 11 kstp.com/news/stories/s1185707.shtml Slide 12 http://www.mikearauz.com/images/marauz_good_listening.jpgSlide 13 http://www.iusb.edu/~cted/Images/iStock_000005194673-learn.gifSlide 14 www.buzzfeed.com/katietwohands, Slide 31 www.cartoonstock.com/directory/P/Parrot.asp;

madgreek65.blogspot.com/2008/12/are-it-leader...Slide 32 http://paramoreredd.com/content/blog/images/crown.gif

www.executionists.com/.../social-media-strategy/ Slide 33 www.socialmediavision.com/social-media/ Slide 34 http://www.anchorfinancial.info/images/starting_line.jpg

(my updates to the original graphic)

Slide 38 www.servitokss.com/question-marks/