Social Media: What's In It For You?

Social Media: What’s in it for You?

Presented by:Alan Belniak & Laura Vecchio

January 21, 2010

Social Media: What’s in it for You?

A NEDMA EventJanuary 21, 2010 ~ 9:00a to 11:30aAt the Microsoft Research Facility, Cambridge Presented by:

◦ Laura Vecchio Online Marketing Coordinator/Social Media SpecialistOverdrive Interactive

◦ Alan Belniak Director of Social Media Marketing,

PTC

For Starters

Agenda

Introduction A bit on philosophy Why is this a big deal all of the sudden? OK, so I want to get involvedHow do I start? Listen… Case studies“But what if…”

◦ Some common objections/responses to starting this Are you ready? Conclusion

Introductions

The Who and The What, For Today

Who we are◦ Alan Belniak / @abelniak◦ Laura Vecchio / @laura_vecchio◦ #NEDMA-SM

What we’re going to cover today (the ‘what’ and the ‘how’)

Ask questions throughout

Us You Us

A Bit On Philosophy

Why You Should Engage In These Channels

25% of search results for the World’s Top 20 largest brands are links to user-generated content

The age and face of the workforce is changing

Why You Shouldn’t Engage In These Channels

This is a magic solution

You feel like you have to, so you do so, but begrudgingly and only with half the effort.

Human interaction is still human interaction, and what it takes to be successful with it has not changed. What has changed is the places where it happens.

Change is Inevitable… Online Activity Evolves.

Who is Consuming This Media?

Your Customers Are

source: Business.com’s 2009 B2B Social Media Benchmarking Study (http://www.business.com/info/b2b-social-media-benchmark-study)

Why Is This A Big Deal?

Backdrop (1 of 2)

Backdrop (1 of 2)

In Summary….

Backdrop (2 of 2)

A Double-Edged Sword

It’s a good thing for companies, because consumers can share their feedback about products to the company and the masses.

A Double-Edged Sword

It’s a good thing for companies, because consumers can share their feedback about products to the company and the masses.

It’s a bad thing for companies, because consumers can share their feedback about products to the company and the masses.

Times Have Changed

Old (“1.0”)

Times Have Changed

New (“2.0”)Old (“1.0”)

Here’s A Scenario…

OK, so I want to get involved…

Current State of Affairs

The Philosophy, In Seven Verbs

Do This◦ Stop◦ Listen◦ Participate◦ Contribute◦ Create◦ Engage

26

The Philosophy, In Seven Verbs

Do This◦ Stop◦ Listen◦ Participate◦ Contribute◦ Create◦ Engage

Before You Do This◦ Sell

27

Create a Framework to Map it Out

How Do I start? Listen…

Listening

Listening is LaborWill take a modest portion of time upfront

◦ Initial setup, then refinement◦ Process will become streamlined

Some channels may be (relatively) empty◦ Use some of the other tools discussed later on to find

other channels; don’t only use what’s here◦ Balance of prescription vs. deduction vs. induction

Listening (continued)

Keep in mind: Why you are doing this◦ Where are the conversations happening?◦ What are they talking about?◦ What form/s of media are being consumed?

Step 1: Decide What You Want To Be About

Answer one very important question:

“Why would anyone want to be your friend?”

Overdrive Interactive’s Core Content

The next few slides in the live presentation lay out Overdrive’s proven nine-step plan for content review, adjustment, propagation, and measurement.

They have been removed from this uploaded presentation at the request of Overdrive Interactive.

To learn more about what Overdrive Interactive can offer, please click here for the company overview.

Which tools are needed?

The plumbing and scaffolding

Google and Google Alerts◦ www.Google.com ; www.Google.com/alerts

RSS◦ What is RSS?◦ The RSS feed reader + aggregator that I use:

http://reader.google.com

FeedMyInbox (and other such sites)◦ Transforms an RSS feed into one packaged

digest version, and in e-mail form◦ Consider creating an RSS feed for each of your

products, competitors, brand, etc.

Using aggregated social search tools

Social Mention◦ http://socialmention.com – the site

Omgili◦ http://omgili.com/

Note the use of the slider to limit the conversation to an area

Any part of the graph is click-able to bring you to those conversations

◦ http://omgili.com/graphs.html Attractive visual display of chatter compared

across topics

Tier one searching and listening

Twitter Search (not just Twitter)◦ http://search.twitter.com/advanced ◦ Set up to deliver an RSS feed of the mention your

products, services, competitors, right to the pre-created e-mail addresses

◦ Also consider http://www.monitter.com/ and http://www.twitterfall.com for a visual display of search terms

Tier one searching and listening

Google’s New Tools◦ Search on

something, then click ‘Show Options’

Tier one searching and listening

Facebook◦ Limit searching to the top five groups (by member

count)

LinkedIn◦ Note that with LinkedIn, there will likely not be a lot

of negativity, due to the nature of the site◦ Also note that you will need to become a member of

groups to see any activity; joining is usually painless◦ Limit searching to the top five groups (by member

count)

A few more examples of some of these channels in action (time permitting)

YouTubeSlideshareDelicious ; Delicious NetworkBlogs

◦ Blog search engines (Technorati, Google Blog Search)◦ Blog Authoring Platforms (Wordpress, Blogger, Typepad)

Tracking what you find

Example of the quantification

Make it manageable

It might seem overwhelming. The goal isn’t to track every single mention on the web. Instead, keep in mind the overall ‘why’ …

◦ Where are the conversations happening?◦ What are they talking about?◦ What form/s of media are being consumed?

Case studies

To see Overdrive Interactive’s impressive portfolio of client work, click here to be taken to the site.

Objections

Objection Handling

“What if [insert name of social technology] goes away tomorrow?”

“This is going to take too much time.”

“My customers aren’t using social tools.”

“I tried this before, and it didn’t work.”

Mapping the ‘Who’ to the ‘What’ and the ‘Why’

Are you ready?

Conclusion

Thanks!

Laura Vecchiohttp://www.lauravecchio.com/ http://www.linkedin.com/in/lauravecchio http://twitter.com/laura_vecchio

Alan Belniakhttp://www.SubjectivelySpeaking.net http://www.twitter.com/abelniakhttp://www.linkedin.com/in/alanbelniak http://delicious.com/abelniak