A deep look at Social Media

Web 2.0 in 2011

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

What is a social network, and how they are different

Some examples of social media tools The shift – ie, what now?

What is a social network?

Matt Hames

716.817.3076 @mhames

For an individual, the value is in the community

For a brand, the value is in harnessing the community

Matt Hames

716.817.3076 @mhames

Social media is about a change in behavior A convergence, where online stopped being

about ‘websites’ and started being about experiences

Matt Hames

716.817.3076 @mhames

TRADITIONAL MEDIA SOCIAL MEDIA

One way, brand speaking Two way / a conversation

Focused on the brand Focused on the consumer

Brand in control Consumer in control

Repeating the message Adapting the message

Entertaining Involving

Brand created content User created content / Co-creation

Space defined by Media Owner Space defined by Consumer

Matt Hames

716.817.3076 @mhames

Who has time for all this? 2nd Law of Social Networking

MOBILE ARRIVES: A MIXED BLESSINGMOBILE ARRIVES: A MIXED BLESSING

Matt Hames

716.817.3076 @mhames

Smartphone Penetration 31% of mobile users have a

smartphone 73.3 million people

69% of US smartphone owners downloaded a mobile app 74% of men 62% of women

Those ages 35 to 44 were most likely to have downloaded an app…

Followed closely by those ages 18 to 24

Source: eMarketer

Matt Hames

716.817.3076 @mhames

Holiday 2010: Most Mobile ever 25% used their smartphones to

shop for gifts, compare prices, and research product reviews

36% used them in stores Black Friday 2009: shoppers

using mobile devices accounted for just 0.1% of visits to retail websites

Mobile purchases on the rise

Source: Coremetrics

Matt Hames

716.817.3076 @mhames

eBay Mobile Purchases grew eBay mobile sales grew

134% over last year Record $13M in Gross

Mobile Sales on Sunday 12/12, up 38% over cyber Monday

Matt Hames

716.817.3076 @mhames

New Mobile Apps for Holiday 2010

JCPenney app featured mobile commerce site, iAd games, location based check-in, coupons

Walmart app targeted budget-conscious consumers by presenting deals and money-saving tips that are updated daily

Matt Hames

716.817.3076 @mhames

What Shoppers Want from Retail Apps

42%: Instant

Coupons

42%: Instant

Coupons

Source: eMarketer

Matt Hames

716.817.3076 @mhames

What Shoppers Want from Retail Apps:

42%: Money-off Coupons

42%: Money-off Coupons

•Source: eMarketer

BUT WAITBUT WAIT

Matt Hames

716.817.3076 @mhames

Why this matters People like to share. So we’re not in control. Of the brand, or the message, or the

consumer Here are some of the tactics that are making

us lose control.

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Facebook has over 750 million members 50% of all Canadians have a profile!

Source: http://www.facebook.com/press/info.php?statistics

Matt Hames

716.817.3076 @mhames

Facebook Connects us to people we know.

Matt Hames

716.817.3076 @mhames

Facebook builds a social graph based on likes and connections.

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Facebook stats

Matt Hames

716.817.3076 @mhames

Fan engagement - users on the page

Matt Hames

716.817.3076 @mhames

Demographics

Matt Hames

716.817.3076 @mhames

Facebook for market research

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

LinkedIn – business social network. LinkedIn is an interconnected network of

professionals from around the world, representing 170 industries and 200 countries.

You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals.

What are yours?

Matt Hames

716.817.3076 @mhames

Should you care?

Google yourself (or senior staff) Then imagine that after a new business

meeting, a potential business partner does the same thing.

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Your Professional Brand- Profile Page

Include a photo of yourself

Create a personalized public URL

Include link to your company

Showcase your activity, your Twitter feed, delicious feed, Facebook page.

Matt Hames

716.817.3076 @mhames

Share Your Expertise - Answers

Matt Hames

716.817.3076 @mhames

Answer categories

Matt Hames

716.817.3076 @mhames

Proving expertise

Matt Hames

716.817.3076 @mhames

Groups

•16

Connect with industry experts and like-minded professionals to gather insight and feedback

Follow and share topical news

Credibly expand your business network and uncover opportunities

Matt Hames

716.817.3076 @mhames

Polls

•17

Matt Hames

716.817.3076 @mhames

Applications Apps synch with your

profile. Slideshare is one such

app. My LinkedIn profile has

my Slideshare presentations

Matt Hames

716.817.3076 @mhames

Company Page

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

LinkedIn/skills

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

10 Tips for Using LinkedIn1. Complete your profile to 100%

2. Describe specific work experiences

3. Choose your public URL and share it

4. Connect to people

5. Give and get recommendations from trusted colleagues – or presenters you like

6. Find answers or ask questions

7. Participate in relevant groups

8. Tell LinkedIn Today your interests

9. Follow your customer’s page to get updates

10. Visit www.learn.linkedin.com for more tools

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

“We came across the word "twitter," and it was just perfect. The definition was "a short burst of inconsequential information," and "chirps from birds." And that’s exactly what the product was.”

—Jack Dorsey

Matt Hames

716.817.3076 @mhames

Listen

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Creating a bio Twitter asks for a 160 character bio. A one-floor elevator speech for you and your

skills.

Yours bio should be: Focused Exceptional Genuine

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Delicious Social bookmarking is the solution to never having to

e-mail a link home. It’s also a way to prove smarts.

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Now consider how your individual smarts can work for a brand.

Every single one of your bookmarks can appear on your website under the heading “What we are reading”.

Delicious

Matt Hames

716.817.3076 @mhames

How it is done Read a relevant article in the NY Times. Save the article to Delicious bookmarks. Give it a unique tag. The website searches Delicious for anything

with the unique tag and adds it under “News”. It is a continuously updated what’s new

section of the website

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

There are hundreds of places to post videos online – we’re going to talk about YouTube

Think of it as a place to share knowledge

Matt Hames

716.817.3076 @mhames

Interviews Vlogging (a not very fancy way of saying video blogging) Video on YouTube is device agnostic

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

A secure social network for $400 a year

The shift

Matt Hames

716.817.3076 @mhames

What now? Understand people you want to talk to using

social media. Understand that there are more ‘websites’

than just your .com Have a plan for each website in the path to

purchase This is digital real-estate that you have some

control over, where people can talk back

Matt Hames

716.817.3076 @mhames

Matt Hames

716.817.3076 @mhames

Develop a digital strategy whereby your website works with other digital assets.

Create shareable content (or share content). And move people from learner to shopper to

buyer.

Matt Hames

716.817.3076 @mhames

Digital

Media Process

Discovery

Strategic Development

Implementation

Validation

Matt Hames

716.817.3076 @mhames

Discovery Review all content from the brand –

what assets exists? What can be repurposed?

Analyze what the category is doing Devise strategies to engage target

market, both existing customers and new customers

Matt Hames

716.817.3076 @mhames

Strategic Development From listening, gain insight into the

target markets. Create a social media strategy. Elements include:

Customized Social graph (see next slide)

Matt Hames

716.817.3076 @mhames

•In-store•

website

•Social

•Media

•Search

•Blogs

•

•

•

•

•

•Social Bookmarking

Left blank to be

filled in as needed

Matt Hames

716.817.3076 @mhames

Implementation Once you have developed a strategy,

the plans for the various strategic initiatives can be crafted and refined.

The creative approach can be refined – will there be a content calendar? How does it all fit with other marketing tactics?

Matt Hames

716.817.3076 @mhames

Validation Social media offers almost

instantaneous validation We can learn from how people respond

to the campaign, and change it as necessary.

Matt Hames

716.817.3076 @mhames

Re-Discovery Regardless of the idea, ensure you are

testing.

Matt Hames

716.817.3076 @mhames

ContactMatt HamesSocial media strategist

716.817.3076People like to shareTwitter.com/mhames