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BusinessGuide to
The
2
Objectives
2 Flickr | mborowick
1. DefinitionKnowledge of what Social Media is.
2. ContextWhat Social Media means to my business.
3. ActionIdentify opportunities to use Social Media in your media mix.
3
Defining Social Media
“Social media is content created by people using highly
accessible and scalable publishing technologies. At its most
basic sense, social media is a shift in how people discover,
read and share news, information and content. It's a set of
technologies, tools and platforms facilitating the discovery,
participation and sharing of content.”- Wikipedia
“Media that is created and consumed by the same audience.” - J. Loehr
4
Web 2.0
Blog
Syndication
Tagging (Folksonomy)
Open Source
Experiences
Services
i
Web 1.0
Personal Websites
Stickiness
Directory (Taxonomy)
Proprietary
Transactions
Applications
e
Web 1.0 vs. 2.0
"What is Web 2.0, Design patterns and business models for the next generation of software" - Tim O'Reilly, 9.30.2005
5
Web 2.0 & Social Media
6
What Web 2.0 Means to Social Media
Media Outlets # of Platforms # of People Speed to Market
Barriers to Entry
7
Forrester’s Online Participation Ladder
90 / 9 / 1
8
The Changing Marketing Mix
Radio
DirectMail
BillboardsMobile
Advertising
SocialMedia
TV
OnlineAdvertising
Newspaper
MarketingPlan
9
10
It’s About “And” vs. “Or”
PhotoSharing
Wiki
Content &Crowd-
sourcingCalendar &
Events
Video & Music
SocialNetworks
Blogs &Micro-Blogs
SocialBookmarks
SocialMedia
12
Three Things You Can Do Right Now
1.Listen
13
Blogs & Micro-Blogs
Push vs. Pull
Connecting
14
Blogs & Micro-Blogs cont.
Personal Brand
15
Blogs & Micro-Blogs cont.
16
Social Networks
Sharing
17
What you can do Today
18
Three Things You Can Do Right Now
1. Listen Push vs. Pull Sharing Connecting Personal Brand
2.Participate
19
Social Networks
20
Social Bookmarks
Discovery
21
Content & Crowd-Sourcing
22
Content & Crowd-Sourcing
Transparency
23
Photo Sharing
24
Three Things You Can Do Right Now
1. Listen Push vs. Pull Sharing Connecting Personal Brand
2. Participate Discovery Transparency
3.Evaluate
25
Video & Music
Approach
26
Look at the Mix
It’s about “AND” vs. “OR”
.com
27
Look at the Mix
28
Three Things You Can Do Right Now
1. Listen Push vs. Pull Sharing Connecting Personal Brand
2. Participate Discovery Transparency
3. Evaluate Approach
29
Bottom Line
Look at your organization’s objectives and those
of you customers.
The means with which to achieve them have
increased. The opportunity now is the mix.
29 Flickr | mr.schewel
30 Image created with favicoop.com
Remember, it’s a jungle out [email protected]