Social Media

By Lisa PalmerTwitter- @palmerlisac

Facebook- http://www.facebook.com/#!/LisaWilliamsPalmer

LinkedIn- http://www.linkedin.com/pub/lisa-palmer/2/193/822

Tulsa TechFest 2010“It’s ALL Geek to Me!”November 12, 2010

Agen

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What is Social Media? Why should we care? What can we use it for? How do we get started? Getting your Social

Media environment engaged!

What is Social Media?Why Should We Care?

What can we use it for?

How do others use it?

I just don’t have time for social media.

http://Social Media Glossary

Social Media is…

Blogs

Wikis

PodcastsRSS

Mashups

Social Networks

Microblogs

Social BookmarkingMessage Boards

Video Sharing Sites

Well…sort of.

Social Media

Really is…

A conversation…

That is powered by…

Blogs

Wikis

PodcastsRSS

Mashups

Social Networks

Microblogs

Social BookmarkingMessage Boards

Video Sharing Sites

It is a conversation between…

Companies…

Partners…

Customers…

…People!

The social media conversation is…

Not Organized &…

Not Controlled.

Why Should We Care?

124M Unique Visitors / +202% Y/Y Growth

84M Unique Visitors / +34% Y/Y Growth

26M Unique Visitors / +660% Y/Y Growth

15M Unique Visitors / +85% Y/Y Growth

304M Population of the United States

Number 1 activity on the web: http://www.youtube.com/watch?v=sIFYPQjYhv8

BECAUSE VISITING SOCIAL SITES IS NOW THE MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAIL.

Nielsen - What Americans Do Online: Social Media and Games Dominate Activity, June 2010

REASON #3

What Can We Use It For?

IT’S NOT A FAD.IT’S A FUNDAMENTAL

SHIFT IN THE WAYWE COMMUNICATE!

The old communication modelwas a monologue

The average person is exposed to 3,000 advertising messages/day

& only 14% of people trust advertisement

78%OF PEOPLE TRUST THE

RECOMMENDATIONS OF OTHER CONSUMERS

14% VS. 78%HMMM…

The new communication model is dialogue

Which means it’s…

TRANSPARENT INCLUSIVE AUTHENTIC VIBRANT CONSUMER-DRIVEN

So How Do We Get Started?

“It’s about conversations, and the best communicators

start as the best listeners.”Brian Solis, Social Media Manifesto

• Video Channel• Bookmarking

Relevant Content

• Mobile Interaction

Understand Social Media Platforms Corporate blogs

Disseminate information Receive customer feedback Demonstrate industry thought

leadership LinkedIn

Company Profile page Groups Answers

Facebook Disseminate information Fan page Groups

Twitter Disseminate information Engage in two-way conversation

A.

Listen

B.Immerse yourself in the conversations

C.Share some cool stuff

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Where do your consumers start their day? 58% of online consumers

check email as their 1st online activity of the day

Conclusion: When creating your campaigns or thinking of social strategy, ensure you create an integrated marketing plan. Social works best when integrated with other traditional marketing channels.

Tips & Tricks Cross promote within other social channels Spark community involvement through contests

and giveaways Use hashtags, use consistently Select top 3-5 keywords & use at least 1 in each

comms Shortened URL services Subject matter expert guests Supplemental media buys on LinkedIn, Facebook,

YouTube (banners and CPC/CPA) to drive traffic to profile pages

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How to approach social media

Getting your social media environment engaged…

Why

Use

Soc

ial

Medi

a?

Establish your brand and create

trusted expertise in the marketplace

Reach more companies / partners /

customers Externally and internally

People connect with people Word of Mouth is the best sales tool

Allows you to OWN your story

To companies To partners To customers Continually tell about our future

direction! Number 1 activity on the web: http://

www.youtube.com/watch?v=sIFYPQjYhv

8

Know

Your

Au

dien

ce

Take 15 minutes to ask yourself these

questions and provide answers:The exercise:

Think about you audience. How are you reaching out to them

now? How might you improve the

communication to the audience? What is their current opinion of

TCC? What is valuable to them? What will be the most important

vehicle for persuasion: emotions, facts, stories or something else?

If they’re already listening to news and facts about your organization, what are they hearing?

Examples - Tulsa Corporate Employers:

Current Social Media Presence

Facebook Twitter

Facebook Twitter YouTube

Facebook YouTube

RSS

RSS

Facebook Flickr Twitter YouTube

Imm

edia

te N

ext

Step

s…

Develop your plan Identify audience Choose social media tools

Clarify goals/outcomes Create your presence

Build site Regularly update content

Market your presence Internal stakeholder emails

Publicize updates using Twitter, Facebook, etc.

Announce presence on other social media – product

blogs, other influencer bloggers, people with large

Twitter followings, etc. Build your community

Create interesting, frequent content

Guest blog on other sites to drive traffic to your site

Monetize your presence Market your products and services!

Questions?

Appendix

Five reasons why a decision flow-chart makes sense

1. Scalability – Staff can be brought into the social media workflow quicker with simple directions.

2. Consistency - A simple response policy means that you’ll more likely respond as one voice, instead of many disjointed voices.

3. Alignment - You can ensure that tactical responses on social media aligns with your over-arching business goals.

4. Speed - The quicker foot-soldiers understand protocol, the quicker comments get responded to.

5. Smarts - Granting the ability for staff to make decision on how to respond means that legal council can spend time on genuine legal issues.By John Haydon

Example of Facebook Comment Decision Flow ChartBy Steve Heye of the YMCA of Metro Chicago