Social Media, Right Now (and you + your career) A short talk for the Princeton Club of Western Washington February 15, 2011
PCWW NetNight Remarks Social Media
Nov 01, 2014
Slide deck accompanying remarks by Clay McDaniel given to Princeton Alumni Club of Western Washington on February 15, 2011. Generally speaking the talk focused on social media, social media marketing, and a call-to-action to get involved and get engaged, either for personal career or professional reasons. Also, there is a LOLCat slide. And a Justin Bieber easter egg. Note: all images used in this presentation *not* the property of my company have been hyper-linked to their original sources, and remain the right of the original site or owners. Also, significant props and name-check given to Marta Kagan and her super-awesome "What is Social Media NOW" presentation available on slideshare also (which is leagues better than mine).
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Social Media, Right Now (and you + your career)
A short talk for the Princeton Club of Western Washington
February 15, 2011
Who’s Here?
A LOT of you!...
…spanning a healthy cross-section of graduation years. [Although my quick survey of the registrations suggests the strongest class turnout will be from ‘95. *Sis boom bah*+
Who Am I?
“Hi, I’m Clay – Damn glad to meet you.” • Search: clay mcdaniel [it better be easy to find me, or i’m in the wrong job…] • Managing Director at Spring Creek Group • 5 years working in this field; 10 years+ in interactive consumer marketing • PU ‘95 alum • @claymcdaniel / @springcreekgrp + + + … • I run this place… • ...and by consequence (+ my 3 kiddos, fly fishing addiction, and various other
pursuits), please forgive my imperfect attendance at other events here …
A Little Context:
This is an exciting time! So long as you’re not afraid of 2 things…
Thing 1: the Internet
Thing 2: Change
The Big Picture
Industrial Revolution
Global Product 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!
Believe the Hype.
Source: “What is social media now?” preso, slideshare.net
Social Media has a become pervasive – and powerful –
channel for businesses seeking stronger (digital) relationships
with their customers.
But it’s also fundamentally changing the way we
communicate who we are, what we care about, and with whom
we communicate every day.
All content ©2011, Proprietary and Confidential
“there’s something happening here…”
All content ©2011, Proprietary and Confidential
“RT @cairo meet me at #tahrir IRL. NOW!”
“I heard „em say
„the revolution won‟t be televised‟,
Al Jazeera proved „em wrong,
Twitter has „em paralyzed…”
Social Media Has Opened an Enormous ‘Gap’ in Traditional Media, Research, News, PR, Advertising, Business Models… But This Also Creates Amazing New Opportunities!
Customer Service /
Reputation Management
Outbound Marketing/ PR /
Advertising
Product Research
& Customer Insights
Lucky YOU / Us!
• You are already living & working in one of the true hotbeds of social media technology and professional services innovation: Western Washington!
Social Media Marketing
So What’s All the Fuss About?
Social Media Applications / Sites / Services You Probably Know, Use, & Love …
And just a few more….
Want an instant primer? Start here: • http://www.slideshare.net/mzkagan/what-is-social-media-now-4747765
Facts!
1. Social media is changing the way people interact and communicate 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 and effort on it.]
Page 22
• 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 6 billion fans • +… worth more than $50B, as per recent fundraising round
Source – Facebook.com
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
• 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 new video content uploaded every minute
• Did you know: Back In August 2008, YouTube became the #2 search engine over Yahoo on Web (#1 is Google)
• Preferred place to originate customer support inquiries for millions
• Treasure trove of instant customer and brand research
• Facilitated two revolutions in recent history
• +… Justin Bieber!!!!!!!
• $500MM in annual revenues after < 2 years
• Crowdsourcing + coupons + local biz + email = GOLDMINE
• Recently rejected $6B buyout offer from Google (?!)
• …and looks like they made the right choice (!!)
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 27
The reality…
Horsepuckey.
These Are The
Same Thing… [Truism: Happy
Customers Never
“Engage”…]
Page 28
Why Is Social Media Important to Businesses?
Page 29
Why Is Social Media Important to Businesses?
Page 30
Still, it’s not the easiest thing in the world for companies or marketers to
always do well.
An Illustrative Case Study
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….
Page 32
Day 1: “Aren’t We Clever?!?!”
Page 33
Day 2: “Retreat, Retreat!”
Page 34
Day 3: “RT @Houston: Problem!”
February 14, 2011 Page 35
Day 4: The People Have Spoken…
Page 36
Your Task:
Get Strategic About The Opportunity, Challenges, and Role of Social Media for
Your Organization… and Yourself
Ask, “Where is the Opportunity?”
38
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
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… *“The truth is out there…”+
TO SUMMARIZE…
Go Forth, Learn, and GET INVOLVED!
[Hint: Your Career – and Customers – May Depend Upon It!]
Source: “What is social media now?” preso, slideshare.net
Source: “What is social media now?” preso, slideshare.net
Source: “What is social media now?” preso, slideshare.net
Source: “What is social media now?” preso, slideshare.net
Source: “What is social media now?” preso, slideshare.net
Source: “What is social media now?” preso, slideshare.net
Source: “What is social media now?” preso, slideshare.net
Thank YOU! Have fun…
• ..And now that we’ve gotten all the boring slides out of the way, the time is close at hand to participate in the original social media: cocktail hour.
Related Documents
