Intro To Social Networking

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GOODMAN & COMPANY | INTRODUCTION | OFFICE DEPOT | 01.21.05 1

Social NetworkingDarcy Bevelacqua , Senior [email protected] Office: 607 796-2445Cell: 917 520-0261

Community

Why is social networking important to marketers?

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Media Fragmentation

Weak Economy with more limited funds

Consumers expect personalization

What is social media ?

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Social media is primarily internet mobile based tools for sharing and discussing information. It is word of mouth communications consisting of words, pictures, video and audio that enable us to share our world with our friends, family and others.

Why are social networks important?

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Social Networks Current Events

Source: Nielsen Online Netview, August 2008

Social networks out-perform other key categories in ALL key metrics

Multi-Category Ent. Sports Weather

How did we get here?

Web 1.0

The Hypertext Web

Web 2.0

The Social Web

Web 3.0

The Semantic Web

One way – information Words and pictures

Two way interactions Words and video

Interactions with the web Based on knowledge

Of the individual. The webBecomes a virtual assistant.

What is this different?

Text Web Social Web

The key to social networking is building strong connections.

The experience of the interaction is what creates the relationship.

To build relationships you need to drive multiple positive interactions

Get the User to Your Site

Engage the User in a Positive Interaction

How is social networking different?

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•The model is built on trust, the reputation of the company/person , not the message, becomes the brand

.•Marketing becomes the center point for engagement of the customer

•Messages are not to be pushed at the customer about products and services•Marketing uses the media tools that are available to engage the customer, with transparency at the core to create shared experiences.

•The customer and the company/person are engaged in the co-creation of value and become collaborators.

•Customers have the tools to configure and /or customize their personal experience with the company.•Customers and the company encourage each other and mutually define the future directions.

Authenticity and trust is what matters – more than even the “consistency” of the message

What are the key Social Media tools today?

Blogs –user generated content where entries are made in a journal style and displayed in reverse chronological order.

Forums- are places where a group of people come to Contribute their ideas. Discussion groups and support Groups. Example: Ittoolbox.com

Wikis –enables users to add, subtract, edit and change Content. All about collaborative authoring. Needs work flow.

Video Sharing-video clips that engage people. You need to Invite them to see the videos. Examples: YouTube.com,

Social Networking: tools that enable you to connect to multiple people for information. The ability to create your own content, or

Respond to others. Examples: linkedin.com. Facebook.com

Why Social Networking Media?

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The four top social networks uses for marketing purposes are Twitter, blogs, LinkedIn and Facebook, a study has found. The research from Michael Stelzner, organizer of the Social Media Success Summit 2009, also shows nearly 90% of marketers are promoting their business using some type of social media and 72% have just started marketing via social media within the past few months. MediaBuyerPlanner (4/15)

What are the major Social networking sites we will review today?

The “original” social networking toolFun vs. Work

More Users – 70MM+What we do when we’re not working

Used for broadcasting messages .Micro blogger. 140 Characters. Fastest growing.10MM +

Interaction, information and frequency Used to promote brands, events, etc.

Viewed as “professional” siteUsed by some firms as “intranet”

100% of Fortune 500 Firms representedOffers job search capability

How to get started:

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•Marketing leads are manually

transferred to sales via a Country leader

•Leads contain prospect’s name and contact info.

•Leads are several weeks old by they time they get to a

sales rep• Marketing does

not track how many leads are converted

.