“Effectively Using Social Networking” - Michael Hyatt · Social Media Factoids-By next year,...
Transcript of “Effectively Using Social Networking” - Michael Hyatt · Social Media Factoids-By next year,...
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“Effectively Using Social Networking”
Michael Hyatt
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Introduction
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The Butterfly Effect
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Economic Impact
Potential Customer Impact Room Nights
Amount
Mike’s Travel 10 $1,500
Thomas Nelson Executive Travel 100 $15,000
Women of Faith Attendees 500 $75,000
Trade Show Attendees 1,000 $150,000
Mike’s Twitter Followers 10,000 $1,500,000
Mike’s Blog Readers 36,000 $5,400,000
Total Impact 47,610 $7,141,500
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ComcastCares Where they able to assist?
MichaelHyatt You obviously haven’t read my early tweets. I am not a happy camper!
Comcastcares I am sorry for the bad experience. Let me review the signals on the account and see what I notice. What is the phone number on the account?
MichaelHyatt 615-599-1003. My issue is that that they can’t send someone out until Wednesday to fix it!
ComcastCares I agree. It is completely unacceptable especially since we did not get it right the first time. That is first date available to me but…
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ComcastCares I want to see what I can get done for you. What is a good contact number? I am looking to see what contacts I have in your area.
MichaelHyatt 615-429-3382.
ComcastCares I just got off the phone with a service tech in your area. I can have a crew at your house tomorrow. He will have to work you in, so he will call first.
MichaelHyatt Wow. Thanks!
ComcastCares I will follow-up with you tomorrow afternoon to make sure everything is fixed. Thanks for your patience and your business!
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Word of Mouth Impact
Potential Customer Impact Math Impressions
Mike’s Positive Tweets 35,000 x 5 175,000
Retweets of Mike’s Tweets 5 x 50 x 750 187,500
Blog readers 70,000 70,000
Total ImpressionsTotal Impressions 432,500
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My Premise
“Whether or not you survive and thrive as a company will depend on your ability to use social media effectively to engage your customers, secure their trust, and build your tribe.”
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1. Because the world is changing dramatically.
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Social Media Factoids- By next year, Generation Y will outnumber
Baby Boomers.
- 96% belong to a social network.
- Social media has overtaken porn as the #1 activity on the Web.
- 1 out of 8 couples married in the U.S. Last year met via social media.
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To Reach 50M Users- It took radio 38 years.
- It tool television 13 years.
- It took the Internet 4 years.
- It took the iPod 3 years.
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Blog Factoids- More than 200 million blogs.
- 54% of bloggers post content daily.
- 25% of search results for the top 20 brands are links to user-generated content.
- 34% of bloggers post opinions about products and brands.
- Do you like what they are saying about your brand?
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Facebook Factoids- More than 250 million active users.
- More than 120 million users log in at least once a day.
- It has added 100 million users in the last 9 months.
- If Facebook were a country, it would be the fourth largest, behind, China, India, and the United States. (>300 million users)
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Facebook Factoids- The fastest growing segment on Facebook
is 55–65 year-old females.
- Yet China’s QZone—which you have probably never heard of—has 350 million users. It is larger than Facebook!
- Do you have a presence on Facebook? Does your company?
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Twitter Factoids- More than 50 million users.
- Ashton Kutcher and Ellen DeGeneres have more Twitter followers than the entire population of Ireland, Norway, and Panama.
- 80% of Twitter usage is on mobile devices.
- Imagine what this means for bad customer experiences?
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2. Because traditional media are dying faster than you think.
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Traditional Media- Only 14% of consumers trust
advertisements; 78% trust peer recommendations.
- Only 18% of traditional TV campaigns generate a positive ROI.
- 90% of those who can skip ads via TiVo do.
- 4 of the top 25 newspapers are experi-encing record declines in circulation.
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Traditional Media- We no longer search for the news. The
news finds us.
- In the near future, we will no longer search for products and services. They will find us via social media.
- Social media isn’t a fad. It is a fundamental shift in the way we communicate.
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3. Because a conversation is happening online about your company—whether you know it or not.
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So What Can You Do?
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1. Understand the social media framework.
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This is a place you own. It’s where your loyal fans gather. This can be as simple as a blog or as complex as a social network. This is where you direct all traffic.
Homebase
This is a place you don’t own, but where you have a registered profile and a regular presence. You engage in conversations here.
Embassies
This is a place you neither own nor have have a regular presence. You do, however, listen into conversations.
Listening Posts
PBN
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2. Just try it!
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3. Educate yourself.
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Social Media Blogs
Seth Godin: sethgodin.com
Chris Brogan: chrisbrogan.com
Mitch Joel: twistimage.com/blog
Guy Kawasaki: blog.guykawasaki.com
Social Times: socialtimes.com
Mashable: mashable.com
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Social Media Books
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Social Media Books
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Social Media Books
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Social Media Books
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4. Start listening online.
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5. Engage in the conversation.
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6. Build trust—earn the right to be heard.
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7. Start building a tribe.
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What Is a Tribe?- A tribe is a group of people with a shared
passion.
- What tribes crave is leadership:
- Someone who shares their passion.
- Someone who initiates the conversation.
- Someone who is generous.
- Someone who faciliates communication.
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Tribal Communication
Level 1: Empower the leader to communi-cate to the tribe.
Level 2: Empower the tribe to communicate to the leader.
Level 3: Empower the tribe members to communicate with one another.
Level 4: Empower the tribe members to communicate with outsiders.
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Imagine
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Q & A
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My Contact Info
Blog: michaelhyatt.com
Twitter: twitter.com/michaelhyatt
Facebook: facebook.com/michaelhyatt
Speaking: michaelhyatt.com/speaking
Email: [email protected]