Fdns Social Media

““Web-O-nomics”: Web-O-nomics”: Social Media 101Social Media 101

“What used to be cigarette breaks could turn into ‘social media

breaks’ as long as I.T. isn’t looking.” –

David Armano

Social Media = Web 2.0

• Web 2.0 websites allow users to do more than just retrieve information. They provide the user with more user-interface, software and storage facilities, all through their browser.

• These sites have an "Architecture of participation" that encourages users to add value to the application as they use it.

• Social media programs usually center on efforts to create content that attracts attention and encourages readers to share it within their own social networks

There are mainly 66 different types of Social Media

• Collaborative & “Crowdsourcing” projects Collaborative & “Crowdsourcing” projects (Ie: Wikipedia, Human Genome Project, Linux, Netflix)

• Blogs, microblogs & podcastingBlogs, microblogs & podcasting(Ie: Twitter, Blogspot, I-Tunes, Blogger.com)

• Content communities Content communities (Ie: Youtube, Sharepoint, Flickr, TeamShare)

• Social networking sites Social networking sites

(Ie: Facebook / LinkedIn / Google+)

• Virtual game worlds / MMO-RPG / Social gamesVirtual game worlds / MMO-RPG / Social games

(Ie: World of Warcraft / Everquest, Angry birds) • Virtual social worlds Virtual social worlds (Ie: Second Life, Friendster, There).

“These technologies really have legs ...”

…Easily a ‘gazillion dollar industry!’

Digital confidence…Digital confidence…

“Businesses have a tremendous opportunity to tell their story through these “info-entials” who are more likely to spread both positive and negative information about companies and their products.

- Richard Edelman, PR Guru Speaker: World Economic Forum, Aug 2011 

Why marketing & social media?

Source: 2011 SOCIAL MEDIA MARKETING INDUSTRY REPORT, “How Marketers Are Using Social Media to Grow Their Businesses”, http://www.socialmediaexaminer.com/SocialMediaMarketingReport2011.pdf

Major Players - raising the bar!

Source: 2011 SOCIAL MEDIA MARKETING INDUSTRY REPORT, “How Marketers Are Using Social Media to Grow Their Businesses”, http://www.socialmediaexaminer.com/SocialMediaMarketingReport2011.pdf

The “Grand-Daddy… The “Grand-Daddy…

750 million users, July 2011150 million ‘unique’ users monthly (Over 6 billion pictures shared monthly)

Est Worth: $50 Billion, $2B/yr revenue

Common Practices for companiesCommon Practices for companies::Update on products/servicesShowcasing social agendas

User support & “voicing”Active engagement

Brand promotion & GiveawaysCompany Information

Great Facebook Examples

• UFC – Online content and PPV buys • Cheeseburger Society – Picture sharing & gating

• IdeaPaint - How to guides/video’s & quick links

• American Express - points for small biz for social media ad costs

• Petco – Catalogue purchasing with “like” button for customers – so you can see who actually likes it

• Redbull – Gating, regular content and TV channels

• Tollboth Saddle shop – “Like” to join the conversations; price deductions for joining their site; weekly updated TV personality

• BC Hydro – Interactive maps, games & power smart contests

• Skittles – Fan of the week shots, interactive site

Month of October: Online workshop with marketing gurus

from all over North America

200 million users, Feb 2011Est Worth: $140 million

Handles over 750 “tweets”/sec

Twitter is an online social networking and microblogging service that enables its users to send and read text-based

posts of up to 140 characters, informally known as "tweets", and/or images.

News Less than 5%Spam Less than 5%Self-promotion 6 %Pointless babble 40%Conversational 38%Pass-along value Just under 10%Source: Wikipedia - Twitter

115 million users, Aug 2011Est Worth: $1.4 - 1.6 Billion

Is a business-related social networking site. Launched in May

2003, it is mainly used for professional networking.

What people are doing on Linkedin?

• Networking• Sharing Content/Publications• Jobseeking / Hunting• Taking part in Groups/Dialogues• Company Research

Social Media over normal Web content:Social Media over normal Web content:Some Provider’s websites currently provide…Some Provider’s websites currently provide…

Limited information about ‘what you do’ or ‘how’ Out dated information Inconsistent or one way communication Not able to respond or taking time for action Too much selling, “think-speak” or industry language Non-targeted services, promotions or content

Collaboration Relevancy Choice Good value Trust/peace of mind

Personalization Transparency Accountability Consistent presence Two way communication Feeling of importance

 “Conversations among the members of your marketplace happen whether you like it or not. Good

marketing encourages the right sort of conversations.” – Seth Godin, Seth’s Blog

New Jobs emerging in Web 2.0

• Web Developer / Designer• Online Marketing Manager• Social Media Manager / Social Media Specialist• Content Advisor / Writer / Blogger-Vlogger• Search Engine Optimization (SEO)• Sharepoint Manager• SEO Copywriting

The average social media user is spending between 5-12 hours weekly managing their social media resources!

* Typically these positions are either under the Communications or IT dept

““Four Pillars” of …Four Pillars” of …Social Media Time ManagementSocial Media Time Management

1. What am I doing:Am I happy with it?

2. Can-Do: I can do “X” and

will spend some time with it...

3. Will-Do: I don't necessarily want to, but I am prepared to...

4. Must-Do:I just have to do “X” to...

IsIs your service still engaged your service still engaged??

“Everything is a matter of balance”http://www.brasstackthinking.com/2009/10/social-media-time-management-resource-allocation, Written by: Amber Naslund

“Take it to the next level…” Evaluation

Connectedness Connectedness - are your clients connected? If so where - are your clients connected? If so where and can/should we connect with them? Can we help them and can/should we connect with them? Can we help them connect to each other?connect to each other?

CollaborationCollaboration - are your clients already collaborating and on - are your clients already collaborating and on what? Is it appropriate for us to collaborate with them? Can what? Is it appropriate for us to collaborate with them? Can we provide them with the tools to collaborate?we provide them with the tools to collaborate?

Share Share - do your clients already share amongst themselves? - do your clients already share amongst themselves? If so, what and is it appropriate for us to share with them? If so, what and is it appropriate for us to share with them? What can we share of ourselves that is relevant?What can we share of ourselves that is relevant?

CreationCreation - are your customers creating and/or creative? Is it - are your customers creating and/or creative? Is it appropriate for us to provide them with the tools to be appropriate for us to provide them with the tools to be creative with our brand or service?creative with our brand or service?

Key Considerations…Key Considerations…

• How well are you informed?

• How well is your service performing online?

• What is the extent of your ‘digital real estate’?

• What’s the purpose of your site(s)?

• Who are your clients? What do they want/need ?

• Where do they hang out online? (Intake sheets?)

• Content, Content, Content!

• Control your digital personality

Trust is shifting from Trust is shifting from ‘authorities’ to peers!‘authorities’ to peers!