Social Media404 Brown Bag Series
-
Upload
john-sheridan -
Category
Business
-
view
1.122 -
download
0
description
Transcript of Social Media404 Brown Bag Series
Brown Bag Social Media
Lunch and Learn Series
November 2008T
HE
SocialMedia404.com
Hello! My Name Is….
Lunch & Learn: SM To Go
What is it?
Why should you (or your clients) care?
How it’s being used => for profit, not for profit
Impacts for Public Relations & Communications
How to get there
Some (Brief) History
“We’ll need to rethink a few things…”
The Machine Is Using Us
Jan 2007
http://www.youtube.com/user/mwesch
“Social Media is game changing.
… it's shifting the power to define and control a brand from the traditional
institution to the individual or community.
… the ownership of all brands is gradually becoming the domain of the user. “
www.Radian6.com/cms/social_media
flickr.com/photos/tonypeters
Internet Reach
internetworldstats.com
Social Media General Trends
www.universalmccann.com
+25%
+15%
+5%
+50%
+30%
+30%
+30%
Fortune 500 Trends
University of Massachusetts Dartmouth Center for Marketing Research
It’s not about technology…
flickr.com/photos/crystalflickr
10
Implementation still growing
(e.g: widgets,
measuring, ..)
another dimension -
“use” strategies
(e.g: cross-posting,
status donation, …
flickr.com/photos/briansolis
11
it’s about
interaction.
flickr.com/photos/polandeze
12
wordle.net
13
flickr.com/photos/pictureperfectpose
but many…
…are afraid of change.
14
Organizations: Making The Leap
15
start small => business case & pilot
“Crossing the Chasm:
Marketing and Selling High-Tech
Products to Mainstream Customers”
People: once they have crossed
16
forrester.com/Groundswell/profile_tool.html
Forrester’s
“ecosystem”
Creators = publishers
Critics = commenter's
Collectors = organizers
Joiners = networkers
Spectators = read & watch
Inactives = no use for SM
Social Media Is Everywhere
Non-profits
Business
Healthcare
Education
Natural Resources
Hobbies & Special Interest
Government
Arts & Culture
Environmental
17
18
non-profit
Social Media
flickr.com/photos/shawnzlea
Why?
Advocacy
Awareness
Fundraising
Inspiring action
Influencing change
19
Non-Profit: Key Places To Begin
20
beth.typepad.com
nten.org wearemedia.org
21
flickr.com/photos/pagedooley
Social Media
for business
Why?
Marketing
Finance
Customer Service &
Relations
Recruitment and
Retention
PR/Communications
Sales
Product Management
Collaboration &
Tele-working
22
23
Strategy
For-Profit: Key Places To Begin
24
beingpeterkim.com/2008/09/ive-been-thinki.html
A List of Social Media Marketing Examples
26 Free Social Media Tracking Tools
marketingpilgrim.com/2007/08/26-free-tools-for-buzz-monitoring.html
Everything You Need To Know
socialmedia404.com/?page_id=256
25
flickr.com/photos/markhillary
All content must now be
created and packaged
in small pieces for easy
mixing, sharing, consuming.
26
flickr.com/photos/dantaylor
Your Strategies
Go with the flow
Ease into it; start doing it
Think about (micro) replication
Think about new interactions
Think person first, institution second
27
Your Tactics
28
pr-squared.com
29
OASISSocial Media 404’s OASIS: Obtaining ROI
Objectives – determine what you want to achieve first.
Audience – profile your audience.
Strategy – pick a path that fits.
Implementation – select the technologies.
Sustainment – nurture. measure. adjust.
flickr.com/photos/batega
How To Measure: Listening
30
Aggregation,
Interpretation,
Adjustment
my blog, forum,
external presenceother blog(s), forum(s),
external presence(s)
Listening
“attention,
participation”
“authority,
influence”*
*beingpeterkim.com/2008/09/a-framework-for.html
31
“My”
World
Traffic Source
32
Information now travels...
… at the speed of Twitter.
“My” Universe
33
34
flickr.com/photos/Jsome1
and finally…
5 Things You Can Do
1. Sign up for Twitter => follow & listen
2. Sign up for Seesmic => see how video
conversations work
3. Sign up for LinkedIn => join a group
4. Set up some Google Alerts (you, your clients)
5. Mock up a Social Media Release
35
36
flickr.com/photos/ -bast-
there remains
much
to
discuss…
37
Conversation
SocialMedia404.com
twemes.com/SM404