Caitlin McCabe, Sway, Inc., Social Media & Communication

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Transcript of Caitlin McCabe, Sway, Inc., Social Media & Communication

  • 1.Social Media And Communication May 2009

2. About SwaySway helps its clients leverage social media through targeted research, expert consulting, and its proprietary social media marketing tool, Shoutlet. 2009 Sway, Inc | Do Not Duplicate 2 3. Social Media And ArchitectureArtist Andrea Zittel says it best when she says quot;someone told me that when you look at thebuildings of Frank Gehry or Steven Hill, you can tell the version of software used to design them because there are certain things that those software programs enable, and other things they don'tallow. The software gives you a rule set that predicts what is possiblequot; (Surface Magazine). 2009 Sway, Inc | Do Not Duplicate 4. Social Media Social Media Marketing helps companies capitalize on cutting-edge marketing techniques. It allows marketers to utilize and profit from the use of Web 2.0 platforms, such as blogs, podcasts, Really Simple Syndication (RSS), and other emerging marketing tools, as well as develop, execute, and measure word-of-mouth campaigns.As an increasing number of consumers obtain their information from non-traditional sources, Social Marketing will help marketers gain uniqueinsights into these burgeoning areas.-- Jupiter Research 2009 Sway, Inc | Do Not Duplicate 5. Opportunity For Social Media Source: 2009 Social Media Benchmark Guide, Marketing Sherpa 2009 Sway, Inc | Do Not Duplicate 6. Web 1.0 versus Web 2.0 Banner AdsPay-per-clickSEO User Generated Media Email Marketing BlogsAffiliate ProgramsPodcastsMobile PhoneRSSOnline VideoWidgets Web 1.0 is about commerce, Web 2.0 is about people. -- Ross Mayfield2009 Sway, Inc | Do Not Duplicate 7. Social Media is External Social media is the most powerful way to interact with people online.Your audience is already online via external websites, social networks, and blogs.Your audience can be reached through content that is relevant, engaging, and non-disruptive to their user experience.Social media marketing is NOT web traffic or a way to build your email list! 2009 Sway, Inc | Do Not Duplicate 8. What is Social Networking?Social Networking is the interaction between a group of people who share a common interest. This can occur in numerous places online from the most casual (Facebook) to professional (LinkedIn) and include a variety of mediums.Social Networking is a conversation. It can be a really tiny idea with a few people commenting or a save-the-world idea with millions of followers. Social media is about the ideas you are putting out on behalf of your brand. Source: Alexa 2009 Sway, Inc | Do Not Duplicate 9. Marketers and Social Media Social Media Study sponsored by the Social Media Summit 2009. Highlights: When asked if they used social media for marketing purposes, the overwhelming majority (88%)indicate they are employing some form of it. In addition, business owners are more likely to usesocial media marketing (90+%) than employees working for a company that is not their own (81%) Nearly two-thirds (64%) of marketers are using social media for five hours or more each week, with39% using it 10 or more hours weekly and 9.6% spending more than 20 hours each week withsocial media. Social Media is time consuming! 72% of marketers say they have either just started or have been using social media for only a fewmonths. According to the survey, respondents report that the #1 benefit of social media marketing is gainingattention for the business, or what Stelzner calls the all-important eyeball. By a wide margin, Twitter, blogs, LinkedIn and Facebook are the top four social media tools. usedby marketers, with Twitter in first place. 2009 Sway, Inc | Do Not Duplicate 10. Social Media vs Search2009 Sway, Inc | Do Not Duplicate 11. Where Is Social Networking Happening? Social Communities:Professionally - using social communities by creating a presence for your brand and engaging with the members of of a community. Personally - setting up a profile to network, ask and answer questions, career development. Blending of Professional and Personal.Looking For A Job While You Have A Job. Everyone else is.2009 Sway, Inc | Do Not Duplicate 12. Everyone is Online Parents: Foodies:ChildAvenue.com: Approx. 1,200 members BakeSpace.com: Approx. 54,000 unique visitors/monthPagans: Women:iVillage.com: Approx. 3 million unique visitors/ monthCovenspace.com: Approx. 8,000 members Nascar fans: Triathletes: Rowdy.com: Social Network for #1 Nascar podcast on iTunesOntri.com: Approx. 25,000 members2009 Sway, Inc | Do Not Duplicate 12 13. Case Study: Allstate And Independant WomenMia shows independentwomen how to do theirown auto repairs. How Allstate uses social media: Widgets on their own website, distribution to video sharing sites, video players on partner blogs and media buys, podcast creation for downloads. 2009 Sway, Inc | Do Not Duplicate 14. Where is Social Networking Happening? Video Sites:The growth of the camera phone market has increased the volume of user-generated video. Current broadband Internet connections are well suited to serving the quality of video shot on mobile phones. Most people do not own web servers, and this has created demand for user-generated video content hosting, which sites like YouTube cater to. Video sharing and viewing sites allow for the same types of activities as social communities, such as connecting with others and commenting on posts. 2009 Sway, Inc | Do Not Duplicate 15. Industry Data on Online Video View Viewing Internet users in the U.S. viewed a record-setting 14.3 billion online videos during December 2008 an increase of 13% vs. November 2008. YouTube accounted for 49% of the incremental gain in videos viewed. Google Sites rank as the top U.S. video property, with 5.9 billion videos viewed (41% of the online video market share), followed by Fox Interactive Media (3.1%), Yahoo Sites (2.3%), and Viacom Digital (2.0%). Nearly 150 million U.S. Internet users watched an average of 96 videos per viewer in December; 78.5% of the total U.S. Internet audience viewed online video. The average online video viewer watched 309 minutes - or more than 5 hours - of video; the duration of the average online video was 3.2 minutes. Source: December 2008 Video Metrix comScore, reported February 2009. 2009 Sway, Inc | Do Not Duplicate 16. Video: As A StrategyWith video being such a popular method of pushingcontent online its important to consider it for bothprofessional and personal branding online. Where Do I Put My Videos? 1) Free Places that you can set up a channel - YouTube / Facebook 2) Free Sharing sites - Metacafe,Yahoo 3) Blogs and small communities - this is where your new contacts come in. 4) Paid placement - Large communities might be a good t but wont put your video up for free. 2009 Sway, Inc | Do Not Duplicate 17. Opportunity: Video Channel (Where Do I Put My Videos?)By creating a YouTube Channel populated with engaging videos where your audience spends time, its likely that your brand will gather fans and pass along.Organize your channel - playlists customize the look of your channel title your videos with catchy titles2009 Sway, Inc | Do Not Duplicate 18. Video Syndication: Example Apartment Therapy - Paid Placement 2009 Sway, Inc | Do Not Duplicate 19. Common Mistakes 2009 Sway, Inc | Do Not Duplicate 19 20. Client Case Study Client: International TrucksIndustry: Truck ManufacturerObjective: Boost brand awareness among truck drivers online. Encourage meaningful engagements between the brand and the audience.Strategies:Winter Driving Tips RSS: Audience showed high interest in driving tips specific to inclement weather.Truck Maintenance Tips: Easy ways for drivers to fix or update their own truck.Lifestyle Video: Video podcast containing exercise tips, easy on-the-road recipes, etc.2009 Sway, Inc | Do Not Duplicate 20 21. Millions of Connections via Social Media2009 Sway, Inc | Do Not Duplicate 21 22. Content Is King - Can The Interns Do This?Example: which video are you more likely to pass on?Product Tour vs. Useful InformationOne hundred views vs. Thousands of views.2009 Sway, Inc | Do Not Duplicate 23. Dont Be Afraid Of The Technology -Social Media Marketing PlatformShoutlet is a scalable, web-based,hosted social media communication tool thathelps companies connect to their audienceswhere they live online. Shoutlet facilitates collaboration in creating,distributing, and tracking onlinecommunication across engaging social mediaformats, which include: Video RSS feeds Podcasts SMS mobile text messages Widgets Social emailwww.shoutlet.com quot;Shoutlet has entirely changed the way we work with social media. While saving both money and time, we now have a far better distribution and control of our web 2.0 content than ever before. quot; - Fredrik Kjellberg, Online Marketing Manager, Peak Performance2009 Sway, Inc | Do Not Duplicate 23 24. Where is Social Networking Happening? Blogs: 133 million blog records indexed by Technorati since 2002. Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art (artlog), photographs (photoblog), sketches (sketchblog), videos (vlog), music (MP3 blog), and audio (podcasting), which are part of a wider network of social media. Blogs are re-fostering creativity. We are now creaters not consumers.2009 Sway, Inc | Do Not Duplicate 25. Industry Data on Target Audience: Blogs User ratings are very important to women; they are the online equivalent of recommended by a friend. (OMMA)Blogging has become a mainstream form of communication, with 36.2 million women participating in the blogosphere weekly. Of these, 15.1 million are publishing at least one post weekly,