Overview of Social Media

Presented at the 2009 Independent Photo Imagers Members Presented at the 2009 Independent Photo Imagers Members Meeting & Trade Show by Cheryl Bella Meeting & Trade Show by Cheryl Bella

Social Media:Social Media:Opportunities & Opportunities & ChallengesChallenges

Debunking Myths – Social Media Debunking Myths – Social Media . . .. . .

►Doesn’t cost anythingDoesn’t cost anything

►Must be used by EVERY company that Must be used by EVERY company that wants to be successfulwants to be successful

► Is all the marketing I needIs all the marketing I need

Real BenefitReal Benefit

Provides a new way to engage Provides a new way to engage and communicate with your and communicate with your

customerscustomers

Examples of Social MediaExamples of Social Media

►BlogsBlogs Corporate, PersonalCorporate, Personal Typepad, Wordpress, iWeb, etc.Typepad, Wordpress, iWeb, etc.

►Social Networking SitesSocial Networking Sites Facebook, MySpace, LinkedIn, Plaxo, Facebook, MySpace, LinkedIn, Plaxo,

etc.etc.

►Microblogging SitesMicroblogging Sites Twitter, Plurk, etc.Twitter, Plurk, etc.

Examples of Social MediaExamples of Social Media

►Pod and Video CastsPod and Video Casts YouTube, Veoh, Vimeo, etc.YouTube, Veoh, Vimeo, etc.

►Photo Sharing SitesPhoto Sharing Sites Flikr, Photobucket, Zoomr, etc.Flikr, Photobucket, Zoomr, etc.

►WikisWikis Wikipedia, wikiHow, industry- company-Wikipedia, wikiHow, industry- company-

specificspecific

Examples of Social MediaExamples of Social Media

►Forums, Ratings, ReviewsForums, Ratings, Reviews Yelp.com, Rotten Tomatoes, Trip Yelp.com, Rotten Tomatoes, Trip

Advisor, etc.Advisor, etc.

►TagsTags Delicious.com, Digg, Stumble Upon, etc.Delicious.com, Digg, Stumble Upon, etc.

►Virtual WorldsVirtual Worlds Second Life, There.com, etc.Second Life, There.com, etc.

►Aggregating SitesAggregating Sites Netvibes, Pageflakes, etc.Netvibes, Pageflakes, etc.

What Tools Have in CommonWhat Tools Have in Common

►Using technology for social interaction Using technology for social interaction – sharing & discussing– sharing & discussing

►Provide opportunities to build online Provide opportunities to build online communitiescommunities

► Incorporate or are based on user-Incorporate or are based on user-

generated contentgenerated content

Social Media MustSocial Media Must

► Include your customers in the Include your customers in the discussiondiscussion

►Add valueAdd value

►Be integrated into your current Be integrated into your current marketing effortsmarketing efforts

These may be Web 2.0 These may be Web 2.0 tools but the same tools but the same

basic Marketing 101 basic Marketing 101 rules applyrules apply

SurveySurvey

►Read blogs, watch videos, read Read blogs, watch videos, read ratings & reviewsratings & reviews

►Have a social networking pageHave a social networking page►Use RSS feeds, add tags to Web Use RSS feeds, add tags to Web

pages or photospages or photos►Post ratings or reviews, comment on Post ratings or reviews, comment on

blogs, add to online wikisblogs, add to online wikis►Publish a blog, upload & share Publish a blog, upload & share

videos, write & publish online at least videos, write & publish online at least monthlymonthly

Social Technographics LadderSocial Technographics Ladder

Publish & uploadPublish & upload

Post ratings & reviews, Post ratings & reviews, comment on blogscomment on blogs

Tag pages, use RSS feedsTag pages, use RSS feeds

Have social networking pageHave social networking page

Read and watchRead and watch

From Groundswell, Charlene Li & Josh Bernoff

Forrester Forrester ResearchResearch

- Charlene Li- Charlene Li

- Josh Bernoff- Josh Bernoff

GroundswellGroundswell

http://www.forrester.com/Groundswell/book.htmlhttp://www.forrester.com/Groundswell/book.html

Profile of Online US AdultsProfile of Online US Adults

►Creators – 21% (up from 18% in 2007)Creators – 21% (up from 18% in 2007)►Critics – 37% (up from 25% in 2007)Critics – 37% (up from 25% in 2007)►Collectors – 19% (up from 12% in 2007)Collectors – 19% (up from 12% in 2007)► Joiners – 35% (up from 25% in 2007)Joiners – 35% (up from 25% in 2007)►Spectators – 69% (up from 48% in 2007)Spectators – 69% (up from 48% in 2007)► Inactives – 25% (down from 44% in Inactives – 25% (down from 44% in

2007)2007)

From Groundswell, Charlene Li & Josh Bernoff; 2008 figures from http://www.forrester.com/Groundswell/

Interesting Facts & FiguresInteresting Facts & FiguresMen & Women 18-27 yrs oldMen & Women 18-27 yrs old

From Groundswell, Charlene Li & Josh Bernoff

0

10

20

30

40

50

60

Creators Collectors Joiners Inactive

Men

Women

Interesting Facts & FiguresInteresting Facts & FiguresAlpha Moms & U.S. AdultsAlpha Moms & U.S. Adults

From Groundswell, Charlene Li & Josh Bernoff

0

10

20

30

40

50

60

Creators Critics Spectator

Alpha Mom

U.S. Adult

Interesting Facts & FiguresInteresting Facts & Figures

Small Business Owners (2007)Small Business Owners (2007)►25% were Creators (vs 18%)25% were Creators (vs 18%)►31% were Critics (vs 25%)31% were Critics (vs 25%)►17% were Collectors (vs 12%)17% were Collectors (vs 12%)►24% were Joiners (vs 25%)24% were Joiners (vs 25%)►53% were Spectators (vs 48%)53% were Spectators (vs 48%)►38% were Inactive (vs 44%)38% were Inactive (vs 44%)

From Groundswell, Charlene Li & Josh Bernoff

Podcast Facts & FiguresPodcast Facts & Figures

►Americans who downloaded & listened Americans who downloaded & listened to audio podcast – up from 13-18%, to audio podcast – up from 13-18%, 2007-20082007-2008

►More likely to have college degreeMore likely to have college degree►Household income > $75K/yearHousehold income > $75K/year►53% of podcast listeners are men; 53% of podcast listeners are men;

47% women47% women

From Edison Research, The Podcast Consumer Revealed 2008

Podcast Facts & FiguresPodcast Facts & Figures

►Comfortable watching TV through non-Comfortable watching TV through non-traditional meanstraditional means

►Active online purchasersActive online purchasers►Resistant to unwelcome advertisingResistant to unwelcome advertising

From Edison Research, The Podcast Consumer Revealed 2008

Interesting Facts & FiguresInteresting Facts & Figures

Older Americans, 52-62Older Americans, 52-62 8% are Creators8% are Creators 8% are Joiners8% are Joiners 55% are Inactive55% are Inactive

►39% are Spectators39% are Spectators

From Groundswell, Charlene Li & Josh Bernoff

Where to Start - #1Where to Start - #1

►Don’t get overwhelmed - Focus on the Don’t get overwhelmed - Focus on the categories of social media, not the categories of social media, not the tools themselvestools themselves

Where to Start - #2Where to Start - #2

►Consider your resources & Consider your resources & commitment you want to makecommitment you want to make

Where to Start - #3Where to Start - #3

►Find experts who can keep you up-to-Find experts who can keep you up-to-date & summarize tools for youdate & summarize tools for you

Where to Start - #4Where to Start - #4

►Start by following what others are Start by following what others are doingdoing

Company BlogsCompany Blogs

http://buildingabakery.blogspot.com/

Twitter Twitter ((www.twitter.comwww.twitter.com))

Twitter Twitter ((www.twitter.comwww.twitter.com))

http://twitter.com/photobabble

Video Casts Video Casts (www.YouTube.com)(www.YouTube.com)

http://www.youtube.com/user/Blendtec

Tennessee AquariumTennessee AquariumTennessee AquariumTennessee Aquarium

Tennessee AquariumTennessee AquariumTennessee AquariumTennessee Aquarium

Afternoon SessionAfternoon Session►How to use social media with no How to use social media with no

investment in social mediainvestment in social media►Review specific photo industry Review specific photo industry

examples of social media sitesexamples of social media sites►List of people/companies to followList of people/companies to follow►How you can become a Spectator, How you can become a Spectator,

Joiner & CreatorJoiner & Creator►Challenges facing the industryChallenges facing the industry

Legal issuesLegal issues CompetitionCompetition

Additional ResourcesAdditional Resources

►www.delicious.comwww.delicious.com cherylbella7cherylbella7 Links to articles on using social mediaLinks to articles on using social media

►www.linkedin.comwww.linkedin.com►www.slideshare.netwww.slideshare.net

CherylBellaCherylBella

Questions?