What Businesses Need to What Businesses Need to Know Know Presented by Presented by Cheryl Bella, Sr. Vice President Cheryl Bella, Sr. Vice President The Firm Public Relations & Marketing The Firm Public Relations & Marketing Social Social Media: Media: Opportuniti Opportuniti es es & & Challenges Challenges
Social Media Opportunities & Challenges: What Businesses Need to Know
May 06, 2015
Presented to the Las Vegas Chamber of Commerce, Business Education Series (BES)
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What Businesses Need to What Businesses Need to KnowKnow
Presented byPresented by Cheryl Bella, Sr. Vice Cheryl Bella, Sr. Vice PresidentPresident
The Firm Public Relations & MarketingThe Firm Public Relations & Marketing
Social Social Media: Media: OpportunitiOpportunities es & & ChallengesChallenges
Debunking Myths – Social Debunking Myths – Social Media . . .Media . . .
Will save my businessWill save my business Doesn’t cost anythingDoesn’t cost anything Must be used by EVERY company Must be used by EVERY company that wants to be successfulthat wants 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, Facebook, MySpace, LinkedIn, Plaxo, etc.Plaxo, 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- Wikipedia, wikiHow, industry- company-specificcompany-specific
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, Delicious.com, Digg, Stumble Upon, etc.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 What Tools Have in CommonCommon Using technology for social Using technology for social interaction – sharing & discussinginteraction – sharing & discussing
Provide opportunities to build Provide opportunities to build communitiescommunities
Incorporate or are based on user-Incorporate or are based on user-generated contentgenerated content
What Social Media IsWhat Social Media Is
Online relationship buildingOnline relationship building
Including your customers in the Including your customers in the discussiondiscussion
Adding valueAdding value
Focus On Two ThingsFocus On Two Things
How relationships can change, How relationships can change, not on the tools themselvesnot on the tools themselves
How social media fits in with How social media fits in with your current marketing planyour current marketing plan
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 Post ratings or reviews, comment on blogs, add to online wikison blogs, add to online wikis
Publish a blog, upload & share Publish a blog, upload & share videos, write & publish online videos, write & publish online at least monthlyat least monthly
Social Technographics Social Technographics LadderLadder
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 Have social networking pagepage
Read and watchRead and watchFrom Groundswell, Charlene Li & Josh Bernoff
Profile of Online US Profile of Online US AdultsAdults 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 2007)Inactives – 25% (down from 44% in 2007)
From Groundswell, Charlene Li & Josh Bernoff; 2008 figures from http://www.forrester.com/Groundswell/
Interesting Facts & Interesting Facts & FiguresFigures
Men 18-27Men 18-27
41% are Creators41% are Creators 59% are Joiners59% are Joiners 22% are Inactive22% are Inactive
From Groundswell, Charlene Li & Josh Bernoff
Interesting Facts & Interesting Facts & FiguresFigures
Older Americans, 52-62Older Americans, 52-62
8% are Creators8% are Creators 8% are Joiners8% are Joiners 55% are Inactive55% are Inactive
From Groundswell, Charlene Li & Josh Bernoff
Interesting Facts & Interesting Facts & FiguresFigures
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
Interesting Facts & Interesting Facts & FiguresFigures
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
Don’t Get OverwhelmedDon’t Get Overwhelmed
Focus on the categories of social Focus on the categories of social media, not the tools themselvesmedia, not the tools themselves
Consider your resources & Consider your resources & commitment you want to makecommitment you want to make
Find experts who can keep you up-Find experts who can keep you up-to-date & summarize tools for youto-date & summarize tools for you
Start by following what others Start by following what others are doingare doing
LinkedIn LinkedIn ((www.linkedin.comwww.linkedin.com))
LinkedIn LinkedIn ((www.linkedin.comwww.linkedin.com))
LinkedIn LinkedIn ((www.linkedin.comwww.linkedin.com))
Facebook Facebook ((www.facebook.comwww.facebook.com))
Facebook Facebook ((www.facebook.comwww.facebook.com))
Facebook Facebook ((www.facebook.com)www.facebook.com)
Facebook Facebook ((www.facebook.com)www.facebook.com)
Video Casts Video Casts ((www.YouTube.comwww.YouTube.com))
Pay News Network YouTube Channel - IRS Service Announcement http://www.youtube.com/user/paynewsnetwork
Video Casts Video Casts (www.YouTube.com)(www.YouTube.com)
http://www.youtube.com/user/Blendtec
Facebook Facebook ((www.facebook.comwww.facebook.com))
Video Casts Video Casts ((www.YouTube.comwww.YouTube.com))
Podcast Facts & FiguresPodcast Facts & Figures
Americans who downloaded & Americans who downloaded & listened to audio podcast – up listened to audio podcast – up from 13-18%, 2007-2008from 13-18%, 2007-2008
More likely to have college More likely to have college degreedegree
Household income > $75K/yearHousehold income > $75K/year 53% of podcast listeners are 53% of podcast listeners are men; 47% womenmen; 47% women
From Edison Research, The Podcast Consumer Revealed 2008
Podcast Facts & FiguresPodcast Facts & Figures
Comfortable watching TV through Comfortable watching TV through non-traditional meansnon-traditional means
Active online purchasersActive online purchasers Resistant to unwelcome Resistant to unwelcome advertisingadvertising
From Edison Research, The Podcast Consumer Revealed 2008
Reviews/RatingReviews/Rating
http://www.yelp.com/biz/the-apple-pan-los-angeles
Reviews/RatingsReviews/Ratings
Reviewer A: Reviewer A: I'm just not impressed I'm just not impressed by the hamburgers. They're not by the hamburgers. They're not all they're hyped up to be, the all they're hyped up to be, the wait is always crazy during peak wait is always crazy during peak hours.. I'd rather get a cheaper hours.. I'd rather get a cheaper
equivalent from in N out.equivalent from in N out.
Reviewer B: Reviewer B: To take a walk back in To take a walk back in time, when quality and quantity time, when quality and quantity was king, this is the place.was king, this is the place.
Handling Negative Handling Negative CommentsComments Don’t enter into an argumentDon’t enter into an argument
Can take off-lineCan take off-line Stay factualStay factual
Correct misinformationCorrect misinformation Apply basic customer service Apply basic customer service skillsskills People just need to ventPeople just need to vent
Recognize & acknowledge your Recognize & acknowledge your evangelistsevangelists
Handling Negative Handling Negative CommentsComments
http://moblogsmoproblems.blogspot.com (February 17, 2009)
Focus on how relationships are changing, Focus on how relationships are changing, not on the tools themselvesnot on the tools themselves
Don’t do it just to do itDon’t do it just to do it Where does social media fit into your current Where does social media fit into your current marketing planmarketing plan
Bring in individual tools as neededBring in individual tools as needed Find sources who can keep you up-to-dateFind sources who can keep you up-to-date
You don’t personally have to try every toolYou don’t personally have to try every tool Identify and rely on a few good expertsIdentify and rely on a few good experts
Recap: Tips to Recap: Tips to Remaining SaneRemaining Sane
People I FollowPeople I Follow Mack Collier - Viral GardenMack Collier - Viral Garden
http://moblogsmoproblems.blogspot.com/http://moblogsmoproblems.blogspot.com/
Forrester ResearchForrester Research http://blogs.forrester.com/groundswell/http://blogs.forrester.com/groundswell/
Robert ScobleRobert Scoble http://scobleizer.com/http://scobleizer.com/
CNET NewsCNET News http://news.cnet.com/webware/http://news.cnet.com/webware/
David PogueDavid Pogue http://pogue.blogs.nytimes.com/http://pogue.blogs.nytimes.com/
Articles, blog URLs, online resourcesArticles, blog URLs, online resources Del.icio.us.com – cherylbella7Del.icio.us.com – cherylbella7
Look me up, become part of my networkLook me up, become part of my network
Presentation ResourcesPresentation Resources
www.thefirmpr.com/www.thefirmpr.com/resourcesresources
Presentation ResourcesPresentation Resources
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