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Social media 101 presentation 8 24-10.ppt
Social media has democratized information by allowing users to publish content in addition to consuming it. It has transformed one-way broadcasting into two-way conversations. Key social media platforms include Facebook, Twitter, YouTube, and blogs. While traditional media was controlled by editors, social media is driven and controlled by users. It also faces less censorship. Marketers can use social media to expand campaigns, improve customer service, and build relationships. Measurement of social media success includes both quantitative metrics like website traffic and qualitative factors like sentiment. Effective social media use involves listening, engaging, and refreshing content regularly.
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Social media 101 presentation 8 24-10.ppt
- 2. Social Media isthe democratization of information, transforming people from content readers and consumers into content publishers.
- 3. Social media isa CONVERSATION between…
- 4. • Internet forums/groups • Vlogs • Social networks • Social tagging • Blogs • Social bookmarking • Wikis • Micro-blogging • Podcasts • Virtual communities • File/data-sharing • RSS feeds
- 5. TRADITIONAL SOCIAL Driven and controlled by Driven and controlled by users editors and publishers Based on a one-to-many Based on a many-to-many model (also called a broadcast model, rooted in conversations model) Government regulation and Democracy of users and no censorship censorship restraints Limited channels of Endless channels of information information
- 8. • Years toReach 50 millions Users: • Radio (38 Years) • TV (13 Years) • Internet (4 Years) • iPod (3 Years) • Facebook added 100 million users in less than 9 months • iPhone applications hit 1 billion in 9 months • If Facebook were a country it would be the world’s 3rd largest between the United States and Indonesia • Facebook users spend 5 billion minutes on the site each day • 20 hours of video are uploaded to YouTube every minute • One billionth Tweet in 2008. 13.1 billion currently
- 9. • For people who are deeply immersed in social media, social networks are already a much heavier influence on personal choices than traditional advertising • 53% of people say that blog content influences purchase decisions • 78% of consumers say they trust other consumers' recommendations over all advertising/marketing avenues • According to IPG Emerging Media Lab, 87% of online community members report participating in social causes that are new to them since their involvement in online communities began • Social media is a potential growth area through which major donors can be cultivated. The Social Media for Social Causes Study found that 84% of the “social media savvy” aged 30-49 and 55% of those older than 50 have used social media to discuss philanthropy.
- 10. • Expand andextend marketing campaigns • Improve customer service • Manage crisis communications/online reputation management • Solicit feedback from the public • Build relationships with employees, donors, volunteers, influencers, fans/supporters, lawmakers and citizens • Create buzz • Establish yourself as an expert
- 11. • Free-access socialnetworking Web site that connects people with friends and others who work, study and live around them • Users can join networks organized by city, workplace, school, and region to connect and interact with other people • People can also add friends, send them messages, and update their personal profiles to notify friends about their activities • Organizations should set up a Page
- 12. Page Profile • Facebook.com/nonprofits
- 14. • A socialnetworking and micro-blogging service that enables its users to send and read other users' updates known as tweets • Tweets are text-based posts of up to 140 characters in length • Updates are displayed on the user's profile page and delivered to other users who have signed up to receive them
- 17. • YouTube isthe world's most popular online video community allowing millions of people to discover, watch and share originally created videos • Provides a forum for people to connect, inform and inspire others across the globe and acts as a distribution platform for original content creators • YouTube accounts for 10% of all Internet traffic
- 18.
- 19. • YouTube.com/allforgood – AllForGood.org
- 20. • Flickr isan online photo management and sharing application for images and video hosting Web site, Web services suite, and online community platform • Popular Web site for users to share personal photographs, the service is widely used by bloggers as a photo repository
- 23. • Good mediumsto create thought leadership positions. • Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. • Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs. It is this interactivity that distinguishes them from other static websites • Many blogs provide commentary or news on a particular subject; others function as more personal online diaries • A podcast is a series of digital media files (audio or video) that are released episodically and often downloaded through web syndication.
- 26. • All ofthe social mediums mentioned previously are accessible via smart phone. • Mobile Marketing is meant to describe marketing on or with a mobile device, such as a mobile phone. • SMS • MMS • Games • Mobile web • Apps • Geo-location (e.g., Foursquare)
- 28. Social media sites: • Facebook.com (Facebook.com/nonprofits) • Twitter.com – Search.twitter.com / tweetscan.com – Tweetdeck • Flickr.com • YouTube.com (YouTube.com/nonprofits) Great resource for nonprofits: • Beth’s blog: How nonprofits can use social media: http://beth.typepad.com/beths_blog/
- 29. • ROI isdifferent from traditional PR and marketing models • No control over message • Demands transparency • Needs a “human element” • Pitches and campaigns can be publicly mocked • Release dates/embargoes are not honored • Requires high level of commitment (time and energy)
- 30. Quantitative Qualitative • Web site visits resulting from social • Inclusion of your campaign(s) in media campaign(s) digital marketing trend coverage • Social media application downloads • Online media audits that measure the sentiment and mindshare for your • Responses to online offers organization online; audits repeated • Audience impressions for blog at regular intervals after a baseline is coverage established • Blog and RSS subscriber numbers • Online surveys to benchmark and monitor a range of end-user • Audience reach for podcasts perceptions, including online brand • Number of articles or broadcast clips awareness and mindshare among supporting your social media your organization’s competitors campaign
- 32. Step 1: Listen… • Track • Google Alerts (www.google.com/alerts) • Google Reader account for RSS feeds (www.google.com/reader) • TweetScan (www.tweetscan.com) • Radian6/SM2 (www.radian6.com and http://sm2.techrigy.com/main) • Follow Blogs • Do a technorati search for blogs of interest • Make a list of your top 10 favorite/most relevant blogs • Pull the blogs into your Google Reader account for easy following • Take note of posts on which you would like to comment
- 33. Step 2: Enter… • Develop/refine messaging • Set up appropriate social media vehicles • Facebook profile, page and/or cause page • Twitter account • LinkedIn profile and Build Your Network • Digg account • Blog • Etc. • Become a member of relevant groups • Yahoo Groups • Facebook fan pages • Etc. • Practice on personal level
- 34. Step 3: Engage… • Comment on relevant blogs, groups, etc., as appropriate • Favorite blogs • Yahoo Answers • LinkedIn Answers • Publish own positioning • Facebook • YouTube • Twitter • Blog • Monitor replies and respond, when appropriate • Refresh content regularly
- 35. GroundFloor Media www.GroundFloorMedia.com [email protected] Follow us on Twitter @GroundFloorPR Become a fan of GroundFloor Media at www.facebook.com/groundfloormedia Check out our glog at http://blog.groundfloormedia.com/