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Presentation given to the Lenexa Chamber of Commerce Lunch and Learn program on 4/15/2010
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Social Media & Business
Lenexa Chamber of Commerce
April 15th, 2010
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Agenda Introductions
Definition
Stats
What is..
How to get started
Tips
Q & A
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Introductions
Dustin Jacobsen
Director of Social Media & Technology, Barkley
Andy Huckaba
President, Huckaba & Associates
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Social Media Revolution
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What is Social Media?
Social media is another communications strategy, like advertising, PR and interactive, except different
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Social Media Defined
Social media is platforms (Facebook, Twitter, blogs) that enable engagement with and among consumers to create endorsement and evangelism for your brand.
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Social Media Explained Visually
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Top Social Networks
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US Social Network Traffic
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Stats, stats, more stats Facebook has 400+ million users (2/2010)
40% growth in the past 6 months, 7% of all web traffic 5+ billion pieces of content (links, pics, stories, etc)
shared each week 100 million access via mobile device
Twitter has 75+ million global users 2.5-3 million tweets per hour (4/2010)
LinkedIn has 50+ million global users
Flickr hosts more than 4 billion images
70% of bloggers are organically talking about brands on their blog.
38% of bloggers post brand or product reviews.
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Social Core System
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PAID MEDIA(Brand Leverages)
OWNED MEDIA(Brand Controls)
EARNED MEDIA(Customer Controls)
Display adsPaid search
Sponsorships
Facebook FanpageWeb site
Twitter profile
Blog postsNews coverage
Fan videos
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Blogs Wordpress, TypePad, Movable Type, Blogger, Tumblr
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What is a Blog? The term Blog is a shortened version of "Web log” - a
regularly updated website based around a subject that the blog owner (or owners) would like to talk about
Blogs are about: Sharing thoughts and ideas in an expansive and
unstructured way Creating awareness of and creating new links to an
existing website Promoting products, increasing on-line presence and
gaining customer feedback
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What is Twitter ? A social networking tool that can help improve your
customer service, promote events and create new contacts in your industry
Twitter is about: Creating BUZZ Real Time News Channel Status Update Instant Social Messaging
Connect with Audience Information Tool
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Over 1.7 million views on YouTube,
10 million views of Plain English series
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What is Facebook ? A Social Networking service, started in 2006, that allows
people to share information easily using computers or mobile internet devices.
Facebook is about: Connecting with “Friends & Family” Personal Engagement Sharing pictures, events, life Various privacy settings (friends, groups, everyone,
search engines)
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What is YouTube ? Founded in February 2005 and has become one of the
most popular video portals in the world.
YouTube is about: Branding - build a channel, brand videos & promote Leveraging the Viral nature of YouTube spreading
the videos to a large number of people Allowing users to submit as well as search for
videos
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What is Yelp ? Yelp was founded in 2004
Mission: connect people with great local businesses
Top 100 website with 31 million unique monthly visitors (March 2010)
Over 10 million local reviews
Over 1.25 million iPhone app installs (also available for BlackBerry, Palm Pre, Android and mobile web)
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Yelp
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What about Negative Reviews? Don’t worry
Majority are positive (80%)
Highlight areas for growth, including product development
You probably already know about most of them
Reviews / word of mouth happen, with or without you
Don’t Be Afraid of Negative Reviews
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How to Get Started Listen & Learn
Identify who, what, where, volume & sentiment
Plan Social media policy, monitoring & response, proactive
engagement
Engage Implementation of the plan, including integration with
other systems, digital properties and business processes
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Them, Not Us
The best advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first.
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Be Where the Consumers Are
Find your evangelists. Know where your target consumers congregate and converse. Contribute to those communities and conversations first.
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Show Signs of Life
Integrate and promote social content throughout your online and offline presence.
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Action Trumps Eyeballs
Aim for engagement, endorsement and evangelism. Design for action and interaction. Think hearts and minds, not just eyeballs.
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Connect & Collect
Use every appropriate conversation to collect information that will make the relationship more personal and special.
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Tips & Rules1. The 1% Rule
2. The 2-4X Rule
3. The New Media / New Pipes Rule
4. The Martha Stuart Rule
5. The Power of Weak Links Rule
6. The Feed the Fire Rule
7. The More Things Change Rule
8. Horse Before the Cart Rule
9. The PR Pitfalls Rule
10. The Customer Service Rule
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Keep in Mind Audience size doesn’t prove influence on Twitter
Your employees and customers are your most valuable asset. Work with them - not against
Don’t ignore your existing digital properties - website, email
Cross pollinate
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Contact Andy Huckaba - President, Huckaba & Associates
Email: [email protected] Phone: (913) 485-3210 Twitter – http://www.twitter.com/andyhuckaba Facebook – http://www.facebook.com/andyhuckaba LinkedIn – http://www.linkedin.com/in/andyhuckaba Blog – http://blog.huckaba.com Website – http://www.huckaba.com
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Contact Dustin Jacobsen - Director of Social Media &
Technology, Barkley Email: [email protected] Phone: (816) 423-6063 Twitter – http://twitter.com/dustinj Facebook – http://facebook.com/dustinjacobsen LinkedIn – http://linkedin.com/in/dustinjdotcom Blog – http://shakegently.com Website – http://barkleyus.com
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Appendix The CMO’s Guide to the Social Media Landscape
The 10 Essential Rules for Brands in Social Media
The Conversation Prism
Mashable - The Social Media Guide
20+ Amazing Social Media Stats
Facebook Press Room: Statistics
The Age of Social Networks
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Thanks! Q&A