What Is Social Media

INTERACTIVE STRATEGY - 55, AV. MT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM

SOCIAL MEDIA

INTERACTIVE TACTICS

1 INTRODUCTION TO THE SOCIAL MEDIA APPROACH

2 WHO & WHAT?

A BEHAVIOUR & STATISTICS OF SOCIAL MEDIA USERS

3 WHY?

A THE EVOLUTION OF THE WEB AND ITS USERSB SOCIO-ECONOMIC OPPORTUNITIES

4 HOW?

A NEWS, COMMUNITY SITES, WIDGETS & UGC SITES

B PROCESS & EXAMPLES FOR EACH TACTICC BRAND MONITORING

D METRICS TO EVALUATE SUCCESS

5 BUSINESS CASES

INTERACTIVE STRATEGY – NVISOLUTIONS.COM

SOCIAL MEDIA BUZZWORDS

Web 2.0

Digg / Digger / Dugg

StumbleUpon / Stumbler / Stumbled

SMO

Twitter / Tweet / RT / #user

Mixx

Bury

Hosted Blog

Giving some love

Widget


Avatar

SaaS

Microblogging

RSS

Mashup

Aggregator

Crowdsourcing

P2P

Psychographics / IAO

Sphinn

WEB 1.0

READING

> Users read what they are given

WEBMASTER & AUDIENCE

> Webmasters define the experience

SELECTIVE REPRESENTATION

> One-way message communication

MANAGEABLE CHANNELS

> A business’ market


WEB 2.0

READING, WRITING, SHARING

> Users create, comment, share

COMMUNITY

> Users largely define the experience

TRANSPARENCY

> Two-way public discussion

LACK OF CONTROL

> A user’s market

VIDEO “The Web is us/ing us”

INTRODUCTION TO SOCIAL MEDIA

SOCIAL MEDIA> The use and sharing of content in a web 2.0 environment.

SOCIAL MEDIA MARKETING> Moderation and catalyzing of social media. > An increasingly necessary adaptation.

In 2005, only one out of the top ten sites on the web was a social site (MySpace). In 2008, that number rose to 5(YouTube, MySpace, Facebook, hi5, Orkut).


SOCIAL MEDIA STATISTICS

GOOGLE 1 000 000 000 000 pages indexed (1 trillion)

WIKIPEDIA 75 000 contributors, 2,7M EN articles, 700M UV / year

YOUTUBE 70M Videos, 200k publishers, 413 years, 100k videos / day

BLOGOSPHERE 133M blogs, 346M readers, 900 000 posts/day, 55% drink 2 or more coffee, 77% users read blog

TWITTER 1 100 000 000 tweets, 63% male, 3M tweets / day

FACEBOOK 150M active users, 2,6 billion minutes spent / day

DIGG 236M UV / year, 125 000 dugg stories by MrBabyMan


SOCIAL MEDIA USERS

DIFFERENT PARTICIPATION LEVELS

> Creators, Critics, Collectors, Joiners, Spectators

EDUCATED

> 87% of Digg users have gone to college

SUCCESSFUL

> Digg users’ average household income: $85,000

ACTIVE

> Americans spent a total of 558 million hours watching online video in July 2008> Facebook active user base doubles every 6 months

OF ANY GIVEN AGE

> 2nd most active group on the Web are the 65+ (after 15-24)> Average age of users on social media sites is ~35 years old (wow!)


THE EVOLUTION OF THE WEB

GREATER USER FAMILIARITY

> User competency, participative potential

GREATER MAINSTREAM WEB SATURATION

> The Internet’s cultural integration

TECHNOLOGY

> Improved computers, increased bandwidth


ECONOMIC ADVANTAGES

VOLUNTEER-MADE CONTENT

> Editors and copywriters can encourage user contribution (crowdsourcing)> The more content, the better is it for users + Search Engines (Google)

FEEDBACK

> Obtain valuable user opinions and improve your offering> Give better customer service

GREATER EXPOSURE

> Plugged into channels for viral spreading> Advertising revenue and brand value


TYPES OF SOCIAL SITES

SOCIAL NEWS

> Digg, Reddit, Stumble Upon

SOCIAL COMMUNITY

> Facebook, MySpace, Orkut

WIDGET

> Meteomedia or StockMarket widgets

USER-GENERATED CONTENT

> YouTube, Flickr


SOCIAL PLATFORMS

Digg.com

> Onsite voting> All or none> Tough to succeed> Can get “buried”> Large traffic spike> Success = home page

StumbleUpon.com

> Toolbar voting> Proportional results> Not as tough to succeed> Can get down-thumbed> Lower total, more gradual spike> Success = recommendation

surge


Worth a look- Propeller.comAOL.com showcase

- Reddit.comIntelligent, savvy crowd

- Mixx.comDo-follow links

- Buzz.yahoo.comYahoo.com showcase

SOCIAL NEWS SITES

Communities gather, share and synthesize “news” content.Best content rewarded with greater exposure.


DIGG.com


SOCIAL NEWS SITE STRATEGY

ACCOUNT CREATION, DEVELOPMENT, AND MAINTENANCE

> Continuous integration within the social community

PLATFORM CREATION

> Development of social friendly setting (topic, social buttons)

CONTENT CREATION

> Crafting a fun, informative, relevant piece

VOTE SOLICITATION

> Users determine their own level of involvement in the creation process


SOCIAL COMMUNITY SITE STRATEGY

FACTS

> 50% of all current adult social networkers say that they access their profiles at least every other day.> Facebook had 39 million unique visitors (Sep. 2008)

TACTICS

> Business profile / group creation> Adding friends, promoting membership> Incentivized spread of focused PR message> Contests, updates, get-togethers, and other relevant information> Integration with other social strategies (blogs, forums, twitter)


WIDGET STRATEGY

DEVELOPMENT

> Creation of branded, useful tools

PROMOTION ON RELEVANT SITES

> Offering widgets and building relationships online

EXAMPLE

> recettes.qc.ca: recipe submission and sharing


UGC STRATEGY

ESTABLISHMENT OF USER IDENTITY

> Full indexable Profiles> Identify its psychographic elements

ENCOURAGEMENT OF USER INVOLVEMENT

> Options to comment, tag, share> Rewards and perks related to the level of involvement

COMMUNITY MANAGEMENT

> Discussion moderation> Event coordination> Feedback on existing features or modules


BRAND MONITORING

MONITORING TOOLS

> Google Alerts, Omgili, Trackur, etc.

PROACTIVE POSITIVE BRANDING

> Generating discussion/buzz> Twitter & Plurk

NEGATIVE BRANDING

> Listening, assessing, and responding to brand criticism


SOCIAL MEDIA SUCCESS METRICS

TRAFFIC

> Visits, unique visitors and views

BACKLINK GENERATION

> Search engine traffic

BRANDING

> Brand discussion and growth


MEMBERS

> Community expansion

COMMENTS & TAGS

> On social sites and actual content

CONVERSIONS

> Direct and indirect

QUESTIONS?

> Twitter: twitter.com/nvi> Site: nvisolutions.com> Blog FR: go-referencement.org> Blog EN: nvisolutions.com/blog> Stage?: [email protected]


What Is Social Media

Technology

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