Social Media Presentation
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This presentation was given by Brian Wallace of NowSourcing, Inc. at a seminar for the American Marketing Association in Louisville on May 29th, 2008.
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Social Media Presentation
- 1. Everything You Always Wanted to Know About Social Media (but were afraid to ask) Brian Wallace, President, NowSourcing, Inc.
- 2. Overview • What is Social Media? • Know Your Way Around • Dispelling Myths • Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management • Q&A
- 3. What is Social Media Marketing? “Social Media Marketing (SMM) combines the goals of internet marketing with social media sites…[through]…viral marketing to build idea or brand awareness, increase visibility, and possibly sell a product or service...” http://en.wikipedia.org/wiki/Social_media_marketing
- 4. Social Media Marketing Cycle Initial Buzz/Conversation Authority Links Google Rankings Continue the conversation
- 5. Ok, but What Actually is it? • Aggregation • Blogging Conversation • Bookmarking Conversion • Microblogging Google Ranking • Social News Links • Social Networking
- 6. • What is Social Media? • Know Your Way Around • Dispelling Myths • Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management • Q&A
- 8. It’s a Jungle Out There…
- 11. …and People Read Blogs
- 12. Twitter • Followers • Data Mining • Customer Service • Breaking News • Good old chat • High user adoption, even when service is down
- 13. RSS • Grab Headlines • Feed Readers • Share • 2nd Inbox?
- 14. • What is Social Media? • Know Your Way Around • Dispelling Myths • Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management • Q&A
- 15. Dispelling Myths Myth #1: Social Media = adding site widgets. Reality: You need to rework your site.
- 16. Dispelling Myths Myth #2: Isn’t social media just for “kids” ? Reality: Nope, social media is for all.
- 17. Dispelling Myths Myth #3: I’m a small business, does social media really apply to me? Reality: It was made for you.
- 18. • What is Social Media? • Know Your Way Around • Dispelling Myths • Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management • Q&A
- 19. Planning Your Social Media Strategy • Set your goals • Establish team responsibilities • Find the “influencers” • Listen to the good, the bad, and the ugly • Join the conversation • Listen some more • Measure against goals
- 20. Everything You Know is Wrong • Front page for hated stories?
- 21. Everything You Know is Wrong • Success or failure?
- 22. • What is Social Media? • Know Your Way Around • Dispelling Myths • Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management • Q&A
- 23. How to Measure Success • New industry, lots of debate • Traditional ROI need not apply • Conversations • Links • Authority • Google Links • CPM models • Response Time • Sales • PR
- 25. • What is Social Media? • Know Your Way Around • Dispelling Myths • Planning Your Social Media Strategy • How do you measure success? • Reputation Management • Q&A
- 26. Reputation Management • Proactive = raw, unvarnished opinion • Reactive = PR nightmare Danger! Danger!
- 27. Do it Yourself / Not Doing it Hurts “Dell Support” • 450+ searches/day • 24k+ in January 2007 Oh my!
- 28. • What is Social Media? • Know Your Way Around • Dispelling Myths • Planning Your Social Media Strategy • How do you measure success? • Reputation Management • Q&A
- 29. Questions?