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A presentation I gave at SAS Global Forum 2010 to a group of user group leaders. It includes a high-level overview of social media trends, and specifics about how particular social channels could be used to communicate and engage with SAS users.
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Copyright © 2006, SAS Institute Inc. All rights reserved.
Social Media forSAS User Groups
Dave Thomas@DavidBThomasSAS Social Media ManagerApril 2010#sgf10
Copyright © 2006, SAS Institute Inc. All rights reserved.
Who is your audience now?
Who will be your audience in 2019?
What about 2029? 2039?
Copyright © 2006, SAS Institute Inc. All rights reserved.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Social Media
Social media maybe a phenomenon,but it is not a fad.
It has already changed the way people(and companies) communicate.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Social MediaSocial Media:
All the different Web-based tools people use to communicate, share and collaborate, including:
blogs
microblogging (Twitter)
social networks (LinkedIn, Facebook, Orkut)
video sharing (YouTube, Vimeo, Blip.tv)
Wikipedia and Google Knol
photo sharing (Flickr, Picasa)
podcasts
social bookmarking (Del.icio.us, Digg)
Copyright © 2006, SAS Institute Inc. All rights reserved.
Social MediaSocial Media:
All the different Web-based tools people use to communicate, share and collaborate, including:
blogs
microblogging (Twitter)
social networks (LinkedIn, Facebook, Orkut)
video sharing (YouTube, Vimeo, Blip.tv)
Wikipedia and Google Knol
photo sharing (Flickr, Picasa)
podcasts
social bookmarking (Del.icio.us, Digg)
Copyright © 2006, SAS Institute Inc. All rights reserved.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Social Networks
• More than 400 million active Facebook users
• (January 2009: 150 million)• About 70% of Facebook users
are outside the United States• Active SAS groups on Facebook,
LinkedIn, Orkut and more
Sources: Pew Research, Jan. 2009
Facebook, Feb. 2010
Copyright © 2006, SAS Institute Inc. All rights reserved.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Copyright © 2006, SAS Institute Inc. All rights reserved.
• 752% growth in 2008 and131% percent growth inMarch 2009, with 9.3 millionunique U.S. visitors
• Individuals, brands, journalists, political
candidates, celebrities and more are “tweeting”
Source: Mashable.com, Jan. 2009
Copyright © 2006, SAS Institute Inc. All rights reserved.
Dell has had sales of more
than $3 million through its @DellOutlet
Twitter account
Copyright © 2006, SAS Institute Inc. All rights reserved.
Video
YouTube has more than 300 million viewers worldwide
83% of Internet users watch video online
In Sept 2009, there were more videos watched on YouTube in the US (10.3 B) than searches performed on Google (9 B)
Sources: YouTube, Oct. 2009Universal McCann, July 2009
Search Engine Watch, Oct. 2009
Copyright © 2006, SAS Institute Inc. All rights reserved.
Copyright © 2006, SAS Institute Inc. All rights reserved.
“Meanwhile, within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’ stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars.”
Times of London, July 22, 2009
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“Google has quietly been launching a social network right under our own chins.”
Jeremiah Owyang
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Google Wave
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Google Buzz
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Google Sidewiki
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Location-based applications
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So what?
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Question: Which of the following Web sites do you visit to network with professionals?*
2008: n= 533 2009: n=265
Other sites were not included in the 2008 survey.
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Social media at SAS
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SAS fans are active in a variety of places online
Community SAS Groups
>200
>100
>30
support.sas.com 17 forums
sasCommunity.org >1000 Active Users
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What can you doto reach them?
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Key Concept:
Home Base and Outposts
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Web page
blog
YouTubeLinkedIn
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Four keys to success in social media
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Keep it up
Social media is not a quick fix. Establishing a presence takes time.
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Keep it active
Social media is about community, sharing and
immediacy. Contribute on a regular basis and
keep your content fresh.
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Keep it realSocial media is a toolbox, not a strategy. Your activities must tie directly to established goals and objectives.
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Gear your efforts toward
what your audience
cares about...Keep it relevant
…not what youcare about.
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What exactly are we talking about?
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• 346,000,000 people globally read blogs• 47% of online consumers read blogs• 50% of blog readers find them useful for making
purchase decisions
Sources: Universal McCann, March 2008 BuzzLogic, Oct. 2008
Blogs
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20+ customer blogs about SASin English
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Blogs: the advantages
• Personal and timely• Support your Web site• Build your reputation by providing value
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Blogs: the challenges
• Need to be active• Need to be promoted• Invite comments and sometimes criticism
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What user groups can do
• Search key terms on Google Blog Search.• Determine your unique value.• Find excited bloggers to contribute.• Repurpose content you’re already creating.• Start a free blog on Wordpress and try it out.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Social Networks
• More than 350 million active Facebook users
• About 70% of Facebook users are outside the United States
• Active SAS groups on Facebook,LinkedIn, Orkut and more
Sources: Pew Research, Jan. 2009
Facebook, Jun. 2009
Copyright © 2006, SAS Institute Inc. All rights reserved.
Copyright © 2006, SAS Institute Inc. All rights reserved.
•The most prominent business networking site
•More than 30 million active users
•More than 100 SAS-related groups
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Copyright © 2006, SAS Institute Inc. All rights reserved.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Social networks: the advantages
• Building relationships• Personalizing your business life, and vice versa.• Presenting your expertise (LinkedIn Groups and
Discussions)• Creating a presence with global reach, with a
minimum of resources.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Social networks: the challenges
• Hard to prospect without sounding spammy• Some companies and government agencies
block access to social networks.• It can be hard to stand out as reputable.• Lots of noise.
Copyright © 2006, SAS Institute Inc. All rights reserved.
What user groups can do
• Create a LinkedIn group.• Connect with your members.• Connect with other user groups.• Watch what organizations like yours are doing.• Share news and information.• Do the same thing on Facebook.
Copyright © 2006, SAS Institute Inc. All rights reserved.
• 752% growth in 2008 and131% percent growth inMarch 2009, with 9.3 millionunique U.S. visitors
• Individuals, brands, journalists, political
candidates, celebrities and more are “tweeting”
Source: Mashable.com, Jan. 2009
Copyright © 2006, SAS Institute Inc. All rights reserved.
Lots of SAS people on Twitter
Copyright © 2006, SAS Institute Inc. All rights reserved.
SAS GlobalForum 2009
Twitter hashtag (#sgf09) saw more than 500 tweets during the event and more than 1,000 total. Majority of tweets came from non-SAS people.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Twitter: the advantages
• Short, quick and immediate• Supports other channels (web site, blog)• Hashtags allow for events, conferences and
issues.• Twitter search can show you who’s talking about
what.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Twitter: the challenges
• Twitter can’t be your only social media channel.• It’s not the place for hard sell and marketing.• It’s a firehose.
Copyright © 2006, SAS Institute Inc. All rights reserved.
What user groups can do
• Create a Twitter account.• Connect with your members.• Connect with other user groups.• Watch what organizations like yours are doing.• Share news and information.• Promote your other online presences.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Video
YouTube has more than 300 million viewers worldwide
83% of Internet users watch video online
In Sept 2009, there were more videos watched on YouTube in the US (10.3 B) than searches performed on Google (9 B)
Sources: YouTube, Oct. 2009Universal McCann, July 2009
Search Engine Watch, Oct. 2009
Copyright © 2006, SAS Institute Inc. All rights reserved.
SAS New Media and country offices are uploading video to YouTube
Copyright © 2006, SAS Institute Inc. All rights reserved.
Video: the advantages
• YouTube is becoming a major search tool.• Video can be a personal, immediate and
enjoyable way to communicate.• Small, inexpensive, simple-to-use video cameras
make it easy to capture and share events.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Video: the challenges
• It’s easy to make videos; it’s hard to make good videos.
• It’s nearly impossible to make a video “go viral.”• Video is not a good medium for sharing
extensive, in-depth information.
Copyright © 2006, SAS Institute Inc. All rights reserved.
What user groups can do
• Think about the search aspect – what do you want someone to find if they search for you?
• Shoot video highlights of your meetings.• Interview your members.• Shoot promotional videos for your events.• Promote videos in other channels.• Leverage the video SAS creates.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Social search“… the most relevant content presented by the search engines will include, and perhaps prioritize, recommendations and referrals from our social graph. What social search means for marketers now, however, is this: If you do not start now building a network of fans, followers and friends who trust you, your company or your brand, you may quickly become irrelevant in not just social media, but in search too.”
“What social search means to your business”by Jason Falls, Nov. 2009
Copyright © 2006, SAS Institute Inc. All rights reserved.
Where to now?
Copyright © 2006, SAS Institute Inc. All rights reserved.
Ask your users where they are.
Join LinkedIn, Facebook, Twitter, YouTube and find the relevant blogs in your area.
See what other user groups are doing.
Connect with them.
Read, follow, listen and understand.
Start to participate.
Let us know how it goes.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Questions?
Copyright © 2006, SAS Institute Inc. All rights reserved.
Connect with me
http://dbthomas.com
Dave.Thomas@sas.com
Twitter.com/DavidBThomas
LinkedIn.com/in/dbthomas
Blogs.sas.com/socialmedia
Delicious.com/davidbthomas
Photo: Re-ality, http://www.flickr.com/photos/re-ality/
Copyright © 2006, SAS Institute Inc. All rights reserved.Copyright © 2006, SAS Institute Inc. All rights reserved.
Copyright © 2006, SAS Institute Inc. All rights reserved.
Phot
o cr
edits
Other than my own, the photos in this presentation were sourced via www.creativecommons.org and Flickr, and are licensed under Creative Commons. My sincere thanks.
Cambridge Horizon by Andrew Stawarz
The Boy with the BlackBerry by David B. Thomas
Happy 50th birthday hula hoop by Tony the Misfit
My Social Network by Luc LeGay
Metro Audience by liz noise
Raygun Gothic Rocketship by greenmelinda
Solar System Montage of Voyager Images from NASA/courtesy of nasaimages.org
Keys by Bohman
Juggling Swords and Chainsaws by morbuto
Active Boy by David B. Thomas
Beautiful Tools by geishaboy500
Bullseye by jessehogie
Apples and Oranges by thebusybrain
Keyboard Blur by striatic
The Real Impact of Social Networking at Work by Robert S. Donovan
YouTube and Joost by thms.nl
Speedy’s at the Grand Canyon by David B. Thomas
Punto Interrogativo by Silgeo
Too Many Cables by re-ality
Tahbes Syncro Camera by John Kratz
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