Social Media & Business

Lenexa Chamber of Commerce

April 15th, 2010

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Agenda Introductions

Definition

Stats

What is..

How to get started

Tips

Q & A

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Introductions

Dustin Jacobsen

Director of Social Media & Technology, Barkley

Andy Huckaba

President, Huckaba & Associates

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Social Media Revolution

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What is Social Media?

Social media is another communications strategy, like advertising, PR and interactive, except different

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Social Media Defined

Social media is platforms (Facebook, Twitter, blogs) that enable engagement with and among consumers to create endorsement and evangelism for your brand.

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Social Media Explained Visually

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Top Social Networks

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US Social Network Traffic

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Stats, stats, more stats Facebook has 400+ million users (2/2010)

40% growth in the past 6 months, 7% of all web traffic 5+ billion pieces of content (links, pics, stories, etc)

shared each week 100 million access via mobile device

Twitter has 75+ million global users 2.5-3 million tweets per hour (4/2010)

LinkedIn has 50+ million global users

Flickr hosts more than 4 billion images

70% of bloggers are organically talking about brands on their blog.

38% of bloggers post brand or product reviews.

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Social Core System

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PAID MEDIA(Brand Leverages)

OWNED MEDIA(Brand Controls)

EARNED MEDIA(Customer Controls)

Display adsPaid search

Sponsorships

Facebook FanpageWeb site

Twitter profile

Blog postsNews coverage

Fan videos

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Blogs Wordpress, TypePad, Movable Type, Blogger, Tumblr

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What is a Blog? The term Blog is a shortened version of "Web log” - a

regularly updated website based around a subject that the blog owner (or owners) would like to talk about

Blogs are about: Sharing thoughts and ideas in an expansive and

unstructured way Creating awareness of and creating new links to an

existing website Promoting products, increasing on-line presence and

gaining customer feedback

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What is Twitter ? A social networking tool that can help improve your

customer service, promote events and create new contacts in your industry

Twitter is about: Creating BUZZ Real Time News Channel Status Update Instant Social Messaging

Connect with Audience Information Tool

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Over 1.7 million views on YouTube,

10 million views of Plain English series

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What is Facebook ? A Social Networking service, started in 2006, that allows

people to share information easily using computers or mobile internet devices. 

Facebook is about: Connecting with “Friends & Family” Personal Engagement Sharing pictures, events, life Various privacy settings (friends, groups, everyone,

search engines)

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What is YouTube ? Founded in February 2005 and has become one of the

most popular video portals in the world.

YouTube is about: Branding - build a channel, brand videos & promote Leveraging the Viral nature of YouTube spreading

the videos to a large number of people Allowing users to submit as well as search for

videos

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What is Yelp ? Yelp was founded in 2004

Mission: connect people with great local businesses

Top 100 website with 31 million unique monthly visitors (March 2010)

Over 10 million local reviews

Over 1.25 million iPhone app installs (also available for BlackBerry, Palm Pre, Android and mobile web)

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Yelp

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What about Negative Reviews? Don’t worry

Majority are positive (80%)

Highlight areas for growth, including product development

You probably already know about most of them

Reviews / word of mouth happen, with or without you

Don’t Be Afraid of Negative Reviews

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How to Get Started Listen & Learn

Identify who, what, where, volume & sentiment

Plan Social media policy, monitoring & response, proactive

engagement

Engage Implementation of the plan, including integration with

other systems, digital properties and business processes

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Them, Not Us

The best advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first.

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Be Where the Consumers Are

Find your evangelists. Know where your target consumers congregate and converse. Contribute to those communities and conversations first.

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Show Signs of Life

Integrate and promote social content throughout your online and offline presence.

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Action Trumps Eyeballs

Aim for engagement, endorsement and evangelism. Design for action and interaction. Think hearts and minds, not just eyeballs.

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Connect & Collect

Use every appropriate conversation to collect information that will make the relationship more personal and special.

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Tips & Rules1. The 1% Rule

2. The 2-4X Rule

3. The New Media / New Pipes Rule

4. The Martha Stuart Rule

5. The Power of Weak Links Rule

6. The Feed the Fire Rule

7. The More Things Change Rule

8. Horse Before the Cart Rule

9. The PR Pitfalls Rule

10. The Customer Service Rule

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Keep in Mind Audience size doesn’t prove influence on Twitter

Your employees and customers are your most valuable asset. Work with them - not against

Don’t ignore your existing digital properties - website, email

Cross pollinate

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Contact Andy Huckaba - President, Huckaba & Associates

Email: andy@huckaba.com Phone: (913) 485-3210 Twitter – http://www.twitter.com/andyhuckaba Facebook – http://www.facebook.com/andyhuckaba LinkedIn – http://www.linkedin.com/in/andyhuckaba Blog – http://blog.huckaba.com Website – http://www.huckaba.com

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Contact Dustin Jacobsen - Director of Social Media &

Technology, Barkley Email: djacobsen@barkleyus.com Phone: (816) 423-6063 Twitter – http://twitter.com/dustinj Facebook – http://facebook.com/dustinjacobsen LinkedIn – http://linkedin.com/in/dustinjdotcom Blog – http://shakegently.com Website – http://barkleyus.com

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Appendix The CMO’s Guide to the Social Media Landscape

The 10 Essential Rules for Brands in Social Media

The Conversation Prism

Mashable - The Social Media Guide

20+ Amazing Social Media Stats

Facebook Press Room: Statistics

The Age of Social Networks

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Thanks! Q&A