Web 2.0 in 2011
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
What is a social network, and how they are different
Some examples of social media tools The shift – ie, what now?
What is a social network?
Matt Hames
716.817.3076 @mhames
For an individual, the value is in the community
For a brand, the value is in harnessing the community
Matt Hames
716.817.3076 @mhames
Social media is about a change in behavior A convergence, where online stopped being
about ‘websites’ and started being about experiences
Matt Hames
716.817.3076 @mhames
TRADITIONAL MEDIA SOCIAL MEDIA
One way, brand speaking Two way / a conversation
Focused on the brand Focused on the consumer
Brand in control Consumer in control
Repeating the message Adapting the message
Entertaining Involving
Brand created content User created content / Co-creation
Space defined by Media Owner Space defined by Consumer
Matt Hames
716.817.3076 @mhames
Who has time for all this? 2nd Law of Social Networking
MOBILE ARRIVES: A MIXED BLESSINGMOBILE ARRIVES: A MIXED BLESSING
Matt Hames
716.817.3076 @mhames
Smartphone Penetration 31% of mobile users have a
smartphone 73.3 million people
69% of US smartphone owners downloaded a mobile app 74% of men 62% of women
Those ages 35 to 44 were most likely to have downloaded an app…
Followed closely by those ages 18 to 24
Source: eMarketer
Matt Hames
716.817.3076 @mhames
Holiday 2010: Most Mobile ever 25% used their smartphones to
shop for gifts, compare prices, and research product reviews
36% used them in stores Black Friday 2009: shoppers
using mobile devices accounted for just 0.1% of visits to retail websites
Mobile purchases on the rise
Source: Coremetrics
Matt Hames
716.817.3076 @mhames
eBay Mobile Purchases grew eBay mobile sales grew
134% over last year Record $13M in Gross
Mobile Sales on Sunday 12/12, up 38% over cyber Monday
Matt Hames
716.817.3076 @mhames
New Mobile Apps for Holiday 2010
JCPenney app featured mobile commerce site, iAd games, location based check-in, coupons
Walmart app targeted budget-conscious consumers by presenting deals and money-saving tips that are updated daily
Matt Hames
716.817.3076 @mhames
What Shoppers Want from Retail Apps
42%: Instant
Coupons
42%: Instant
Coupons
Source: eMarketer
Matt Hames
716.817.3076 @mhames
What Shoppers Want from Retail Apps:
42%: Money-off Coupons
42%: Money-off Coupons
•Source: eMarketer
BUT WAITBUT WAIT
Matt Hames
716.817.3076 @mhames
Why this matters People like to share. So we’re not in control. Of the brand, or the message, or the
consumer Here are some of the tactics that are making
us lose control.
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Facebook has over 750 million members 50% of all Canadians have a profile!
Source: http://www.facebook.com/press/info.php?statistics
Matt Hames
716.817.3076 @mhames
Facebook Connects us to people we know.
Matt Hames
716.817.3076 @mhames
Facebook builds a social graph based on likes and connections.
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Facebook stats
Matt Hames
716.817.3076 @mhames
Fan engagement - users on the page
Matt Hames
716.817.3076 @mhames
Demographics
Matt Hames
716.817.3076 @mhames
Facebook for market research
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
LinkedIn – business social network. LinkedIn is an interconnected network of
professionals from around the world, representing 170 industries and 200 countries.
You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals.
What are yours?
Matt Hames
716.817.3076 @mhames
Should you care?
Google yourself (or senior staff) Then imagine that after a new business
meeting, a potential business partner does the same thing.
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Your Professional Brand- Profile Page
Include a photo of yourself
Create a personalized public URL
Include link to your company
Showcase your activity, your Twitter feed, delicious feed, Facebook page.
Matt Hames
716.817.3076 @mhames
Share Your Expertise - Answers
Matt Hames
716.817.3076 @mhames
Answer categories
Matt Hames
716.817.3076 @mhames
Proving expertise
Matt Hames
716.817.3076 @mhames
Groups
•16
Connect with industry experts and like-minded professionals to gather insight and feedback
Follow and share topical news
Credibly expand your business network and uncover opportunities
Matt Hames
716.817.3076 @mhames
Polls
•17
Matt Hames
716.817.3076 @mhames
Applications Apps synch with your
profile. Slideshare is one such
app. My LinkedIn profile has
my Slideshare presentations
Matt Hames
716.817.3076 @mhames
Company Page
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
LinkedIn/skills
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
10 Tips for Using LinkedIn1. Complete your profile to 100%
2. Describe specific work experiences
3. Choose your public URL and share it
4. Connect to people
5. Give and get recommendations from trusted colleagues – or presenters you like
6. Find answers or ask questions
7. Participate in relevant groups
8. Tell LinkedIn Today your interests
9. Follow your customer’s page to get updates
10. Visit www.learn.linkedin.com for more tools
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
“We came across the word "twitter," and it was just perfect. The definition was "a short burst of inconsequential information," and "chirps from birds." And that’s exactly what the product was.”
—Jack Dorsey
Matt Hames
716.817.3076 @mhames
Listen
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Creating a bio Twitter asks for a 160 character bio. A one-floor elevator speech for you and your
skills.
Yours bio should be: Focused Exceptional Genuine
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Delicious Social bookmarking is the solution to never having to
e-mail a link home. It’s also a way to prove smarts.
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Now consider how your individual smarts can work for a brand.
Every single one of your bookmarks can appear on your website under the heading “What we are reading”.
Delicious
Matt Hames
716.817.3076 @mhames
How it is done Read a relevant article in the NY Times. Save the article to Delicious bookmarks. Give it a unique tag. The website searches Delicious for anything
with the unique tag and adds it under “News”. It is a continuously updated what’s new
section of the website
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
There are hundreds of places to post videos online – we’re going to talk about YouTube
Think of it as a place to share knowledge
Matt Hames
716.817.3076 @mhames
Interviews Vlogging (a not very fancy way of saying video blogging) Video on YouTube is device agnostic
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
A secure social network for $400 a year
The shift
Matt Hames
716.817.3076 @mhames
What now? Understand people you want to talk to using
social media. Understand that there are more ‘websites’
than just your .com Have a plan for each website in the path to
purchase This is digital real-estate that you have some
control over, where people can talk back
Matt Hames
716.817.3076 @mhames
Matt Hames
716.817.3076 @mhames
Develop a digital strategy whereby your website works with other digital assets.
Create shareable content (or share content). And move people from learner to shopper to
buyer.
Matt Hames
716.817.3076 @mhames
Digital
Media Process
Discovery
Strategic Development
Implementation
Validation
Matt Hames
716.817.3076 @mhames
Discovery Review all content from the brand –
what assets exists? What can be repurposed?
Analyze what the category is doing Devise strategies to engage target
market, both existing customers and new customers
Matt Hames
716.817.3076 @mhames
Strategic Development From listening, gain insight into the
target markets. Create a social media strategy. Elements include:
Customized Social graph (see next slide)
Matt Hames
716.817.3076 @mhames
•In-store•
website
•Social
•Media
•Search
•Blogs
•
•
•
•
•
•Social Bookmarking
Left blank to be
filled in as needed
Matt Hames
716.817.3076 @mhames
Implementation Once you have developed a strategy,
the plans for the various strategic initiatives can be crafted and refined.
The creative approach can be refined – will there be a content calendar? How does it all fit with other marketing tactics?
Matt Hames
716.817.3076 @mhames
Validation Social media offers almost
instantaneous validation We can learn from how people respond
to the campaign, and change it as necessary.
Matt Hames
716.817.3076 @mhames
Re-Discovery Regardless of the idea, ensure you are
testing.
Matt Hames
716.817.3076 @mhames
ContactMatt HamesSocial media strategist
716.817.3076People like to shareTwitter.com/mhames