E&Y Social Media Class

December 3, 2009 Social Media 101

OverviewWhat is social media?Why do I care?Some interesting social media statsE&Y social media sitesRecommendations and hands-on

What is Social Media?Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.

From Wikipedia.orgWhat is Social Media?Social media encompasses various forms of user-generated content and the collection of websites, applications and tools that enable people to interact and share information online:Online forums and discussion groupsBlogs (Wordpress, Twitter)Social networking sites (Facebook, LinkedIn)Social bookmarking sites (Digg, Delicious)Video sharing sites (YouTube)Photo sharing sites (Flickr)User reviews (Amazon, Yelp)Crowdsourcing (Wikipedia)

What is Social Media?Other definitions:Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each otherSocial Media is the collection of tools and online spaces available to help individuals and businesses to accelerate their information and communication needsWord-of-mouth marketing (WOMM)What is Social Media?What is Social Networking?What is Social Media?Commoncraft Plain English Videos:Social Media http://www.youtube.com/watch?v=MpIOClX1jPE Social Networking http://www.youtube.com/watch?v=6a_KF7TYKVcTwitter http://www.youtube.com/watch?v=ddO9idmax0oSocial Bookmarking http://www.youtube.com/watch?v=x66lV7GOcNUBlogs http://www.youtube.com/watch?v=NN2I1pWXjXIWhy Should I Care? Because3 out of 4 Americans use social technology2/3 of the global internet population visits social networksVisiting social media sites is 4th most popular online activity ahead of personal emailTime spent on social networks is growing at 3x overall internet rateSocial media is democratizing communications93% of social media users believe a company should have a presence in social media

Why Should I Care?

6 of top 10 ranked websites are social media relatedFrom www.urlfanx.com/site/top_100/100.html

Resistance to Social Media is FutileMillions of people are creating contentYour competitors are already thereYour customers and prospects have been there a long timeKey Social Media Tools

LinkedIn Stats

http://advertising.linkedin.com/audience/Twitter Stats 19% of internet users say they use TwitterMillions of Twitter users> 28 million visits to Twitter.com per month (US)> 3 million tweets per dayMedian age of users is 31Most popular word in English language in 2009

Facebook Stats> 300 million members, 50% of active users log on each dayAverage user has 130 friends> 8 billion minutes spent on Facebook each day (global)> 2 billion photos added each month> 14 million videos added each month> 2 billion pieces of content shared each weekMedian age is 33Fastest growing demographic is > 35 years old

YouTube Stats> 78 million access YouTube per month (US)5th ranked website13 hours of video uploaded every minute412 years years it would take to watch every video100,000,000 # of videos viewed per day

Slideshare StatsLargest community for sharing presentations and documents23 million monthly visitors60 million monthly page viewsHighly educated and affluent62% have college degree25% earn more than $100,000 per year64% is > 35 years old

Social Media is Not Another ChannelSocial media is:Public relationsCustomer serviceLoyalty buildingCollaborationNetworkingThought leadershipSocial Media Functions to ToolsPublicRelationsCustomerServiceLoyalty BuildingCollaborationNetworkingThought LeadershipProfilesxxxGroupsxxxxxFanPagexxxxxxxxxxxxxxxxxxxxxxxxxxxxxxProfessional Communityxxxxxx

Social Media Tools Priority & EffortPriorityUpfront EffortOngoing EffortProfilesHiModLowGroupsHiModModFanPageModModModModModModHiHiHiMod-HiLowLowHiLowLowMod-HiLowLowMod-HiLowLowProfessional CommunityModHiHi

Its About ConversationStop thinking campaignsStart thinking conversations4 Rules to RememberListenEngageBe transparentMeasure

How Do You Listen?Google searchGoogle blog searchTwitter searchLinkedIn groupsE&Y on LinkedIn

http://www.linkedin.com/groups?gid=54039&trk=anetsrch_name&goback=.gdr_1259007896729_1

http://www.linkedin.com/groups?gid=47027&trk=anetsrch_name&goback=.gdr_1259007896729_1E&Y on Twitter

http://twitter.com/Ernst_and_Younghttp://twitter.com/EYnewsE&Y on Facebook

http://www.facebook.com/ernstandyoungcareersE&Y on YouTube

http://www.youtube.com/ernstandyoungglobalE&Y on Wikipediahttp://en.wikipedia.org/wiki/Ernst_%26_Young

RecommendationsIndividualsGet on LinkedIn ASAP and start building your networkBeef up your LinkedIn profile with 5 Tips (next slide)Join several LinkedIn Groups and start participatingUse social media to find entrepreneurs and network

5 Simple Tips for LinkedIn

Entrepreneurs on LinkedIn

http://www.linkedin.com/groups?gid=2877&trk=anetsrch_name&goback=.gdr_1259619697981_1Social Media GuidelinesIntegrity - Avoid writing or posting anything that would embarrass your company or compromise your ability to do your jobProfessional and Personal - Assume that your professional life and your personal life will merge online regardless of your care in separating them.Privacy - Even if you use privacy tools (determining who can view your page or profile, for instance), assume that everything you write, exchange or receive on a social media site is public.Partisan expressions - Just as political bumper stickers and lawn signs are to be avoided in the offline world, so too are partisan expressions onlinehttp://latimesblogs.latimes.com/readers/2009/11/updated-social-media-guidelines.htmlRecommendations to ConsiderEntrepreneur of the Year TeamStart up a blog to disseminate informationSet up a LinkedIn Group to promote and discuss the programSet up a Twitter account to listen, find entrepreneurs and send out updatesSet up Slideshare account to post and share informationSet up a Facebook Fan page to attract and inform people about Entrepreneur of the Yearhttp://www.ey.com/US/en/About-us/Entrepreneur-Of-The-Year/US_EOY_Regional_Programs_Overview

Questions?Tom Humbarger contact info:Blog http://tomhumbarger.wordpress.comTwitter http://twitter.com/tomhumbargerLinkedIn http://www.linkedin.com/in/tomhumbargerEmail thumbarger@yahoo.com