Msasmc 091610-intro remarks-claymcd-v1

An MSA event. Content Partner – SMCSeattle

Social Media 101

A work session for MSA members, programmed by SMC Seattle! September 16, 2010

An MSA event. Content Partner – SMCSeattle

Welcome!

~5:15 – ~5:45 Introductory Remarks & Context-Setting ~5:45 – 6:00 Coffee / Connecting Break 6:00 – ~8:00 Breakout Sessions ~8:00 Wrap-Up!

An MSA event. Content Partner – SMCSeattle

Who’s Here?

A LOT of you!... + All of us …

– Maya Bisineer – Brian Westbrook – Jeff Shuey – Shauna Causey – Ethan (Allyis) – Paolo Tosolini – Wil Merritt – Madhu Singh – Venkat Balasubramanium …and Others!

An MSA event. Content Partner – SMCSeattle

Who Am I?

“Hi, I’m Clay – Damn glad to meet you!” • Managing Director at Spring Creek Group • 5 years working in this field; 10 years+ in interactive consumer marketing • Microsoft alum • @claymcdaniel / @springcreekgrp + + +… • MSA member and Board member! • ..... And Social Media Club Seattle Board member!

An MSA event. Content Partner – SMCSeattle

A Little Context: This is an exciting time…

An MSA event. Content Partner – SMCSeattle

The Big Picture

Industrial Revolution Global Product

Development, Design, Production, Trade

Professional Services & Rise of Creative Class

Technology & Software Revolution

Internet: Online Services & Ecommerce

SOCIAL & MOBILE MEDIA!

Early 20th century Mid 20th century 1970’s / ‘80’s

~1985 – recently 1995 – now(ish) RIGHT NOW!

An MSA event. Content Partner – SMCSeattle

Social Media Has Opened an Enormous ‘Gap’ in Traditional Customer Awareness and Support Business Models… But This Also Creates an Opportunity!

Customer Service /

Reputation Management

Outbound Marketing/ PR /

Advertising

Product Research

& Customer Insights

An MSA event. Content Partner – SMCSeattle

Lucky YOU / Us! You are already living & working in one of the true hotbeds of social media technology and professional services innovation.

An MSA event. Content Partner – SMCSeattle

Social Media Marketing

So What’s All the Fuss About?

An MSA event. Content Partner – SMCSeattle

Social Media Applications / Sites / Services You Probably Know…

An MSA event. Content Partner – SMCSeattle

And just a few more….

An MSA event. Content Partner – SMCSeattle

However, BEWARE the hype!

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An MSA event. Content Partner – SMCSeattle

(Hmm. Perhaps You Remember this?...)

Page 13

An MSA event. Content Partner – SMCSeattle

Facts!

1. Social media is changing the way people interact with each other…

2. … and the way customers interact with companies.

3. And therefore the way companies can interact with their customers! BUT, only if they commit to spending a little time on it.

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An MSA event. Content Partner – SMCSeattle

Fallacies, Falsehoods and Fiction:

• “Social media marketing is…”

– A panacea (i.e. “magical solution to all problems”)

– A great performance marketing (i.e. direct response) channel

– “Free”

– A replacement for good PR

– Easy

– Able to create nearly immediate 20% site traffic lift

– “…the next big thing…”

Page 15

An MSA event. Content Partner – SMCSeattle

The reality…

Horsepuckey.

These Are The

Same Thing… [Truism: Happy

Customers Never

“Engage”…]

Page 16

An MSA event. Content Partner – SMCSeattle

Why Is Social Media Important to Businesses?

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An MSA event. Content Partner – SMCSeattle

Why Is Social Media Important to Businesses?

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An MSA event. Content Partner – SMCSeattle

• More than 500 million active users • 50% of active users log on to Facebook in any given day • More than 35 million users update their status each day • More than 60 million status updates posted each day • More than 3 billion photos uploaded to the site each month • More than 5 billion pieces of content (web links, news stories, blog

posts, notes, photo albums, etc.) shared each week • More than 3.5 million events created each month • More than 3 million active Pages on Facebook • More than 1.5 million local businesses have active Pages on

Facebook • More than 20 million people become fans of Pages each day • Pages have created more than 5.3 billion fans

Source – Facebook.com

An MSA event. Content Partner – SMCSeattle

http://www.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck

• #4 Largest Site on the Internet

• #1 Largest video site on the web

• 300MM Worldwide Visitors a Month

• 100 Million Visitors per Month

• 5 Billion Video Streams Every month – 40% of all videos online

• (Do the Math – 5 Billion / 300 million worldwide visitors = 17 streams a month per person)

• 15 Hours of video uploaded every minute

• Did you know: Back In August 2008, youtube became the #2 search engines over Yahoo on Web (#1 is Google)

An MSA event. Content Partner – SMCSeattle

An Illustrative Case Study

An MSA event. Content Partner – SMCSeattle

Skittles: “Taking the Red Pill…”

• Skittles (or, more likely, their AOR) had a good idea: “Let’s completely give over our website to our community!”

Key Questions:

• Were They “True Believers”?

• Or Were They Just Seeking the Truth?

• Or was it a Marketing Gimmick?

• Who Knows.

• Let’s See How it Went….

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An MSA event. Content Partner – SMCSeattle

Day 1: “Aren’t We Clever?!?!”

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An MSA event. Content Partner – SMCSeattle

Day 2: “Retreat, Retreat!”

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An MSA event. Content Partner – SMCSeattle

Day 3: “RT @Houston: Problem!”

September 24, 2010 Page 25

An MSA event. Content Partner – SMCSeattle

Day 4: The People Have Spoken…

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An MSA event. Content Partner – SMCSeattle

Your Task:

Get Strategic About The Opportunity, Challenges, and Role of Social Media in

Your Organization

An MSA event. Content Partner – SMCSeattle

Ask, “Where is the Opportunity?”

28

Inactive

• Avoid what

customers and

competitors are

saying about

you online

• Allow

competitors to

control the

conversation

about your

industry and

brand

• Ignore influential

authors who

may be able to

champion your

messages

Watch

• Listen to what

your customers

are saying about

you

• Track changes

in customer

perception

• Monitor

competitors in

space

• Leverage data to

understand

landscape

React

• Respond to

negative attacks

• Correct factual

errors

• Stop competitors

from gaining

share of voice

• Compare

competitors and

analyze partners

• Utilize a blog to

complement

“traditional” PR

& Comm efforts

Engage

• Provide

resources for

bloggers to

share your

message

• Identify and

leverage

influencers

• Create active

competitive

analysis strategy

• Reach out to key

bloggers

Activate

• Push content

and stories to

influencers and

fans

• Motivate your

ardent

supporters and

fans to spread

the brand love

on their own

• Let community

have first look at

materials,

commercials and

other creative

Drive

• Manage

message and

comment boards

for customer

groups

• Maintain and

grow thought-

leadership

presence where

it matters most

• Develop & drive

industry blogs

that put

company in

positive light

About Us About Spring Creek Group

An MSA event. Content Partner – SMCSeattle

More Resources & Learning…

• Attend SMC Seattle & Social Media Breakfast events!

• Use / Try / Experiment personally with new tools, services, sites

• Mashable, MarketingProfs, etc.

• Slideshare! – http://www.slideshare.net/mzkagan/what-is-social-media-2005829

– + many many others…

An MSA event. Content Partner – SMCSeattle

MOST IMPORTANTLY….

Go Forth, Learn, and GET INVOLVED!

[Hint: Your Career – and Customers – May Depend Upon It!]

An MSA event. Content Partner – SMCSeattle

Thank YOU! Have fun…

~5:00 – ~5:30 Introductory Remarks & Context-Setting ~5:30 – 6:00 Coffee / Connecting Break 6:00 – ~8:00 Breakout Sessions ~8:00 Wrap-Up!