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What Is Social Media!?

What it is, why it is important, and how to get started

March 28, 2009 by Jason Peckhttp://www.jasonfpeck.com

http://www.hwy24.com

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What is Social Media?! Social Media is an umbrella term that

defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. (Source: Wikipedia)

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What is it really… People having conversations online It’s the tools and content that enable

these conversations

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Social Media is Powered by…

Communication Collaboration

Multimedia

•Blogs

•Forums

•Social networking sites

•Microblogs

•Wikis

•Social news

•Social bookmarking

•Opinion sites

•Video-sharing

•Photo-sharing

•Audio-sharing

•Live streaming

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Social Media Definitions Blog - a website for personal or business use

that has regular entries consisting of opinions, analysis, news, pictures and/or video

Why Blog? Showcase knowledge Become a trusted authority Build relationships Improve search rankings

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Social Media Definitions Microblog - platform for real-time

updates and content from various sources (computer or phone-based)

Why? Share interesting content Drive traffic Build relationships and earn trust

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Social Media…

IS… Transparent Authentic Engaging Human-powered Fast!

IS NOT! Fake Controlled Static A fad

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How Did We Get Here?

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Past Communication and collaboration was

difficult and/or expensive

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Some History 1997 - SixDegrees.com 1999 - LiveJournal 2002 - Friendster 2003 - MySpace, LinkedIn 2004 - Flickr 2005 - YouTube, Facebook 2006 - Twitter

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Present Online tools allow us to easily connect,

communicate and collaborate

*image source: http://vizedu.com/2009/03/what-is-social-media/

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The Proof 73% of active online users have read a

blog 45% have started their own blogs 57% have joined a social network 83% have watched videos online

*Universal McCann Comparative Study on Social Media Trends, April 2008

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Each minute…

15 hours of video

5,000 new pictures

*source: http://www.techcrunch.com/2009/01/30/youtubes-chad-hurley-we-have-the-largest-library-of-hd-video-on-the-internet/ and http://www.flickr.com/photos/

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More Proof

200 million+ users

1000%+ growth rate in last year 7 million unique visitors/month

*source: http://www.allfacebook.com/2009/03/facebook-200-million/ and http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success/

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Even More Proof Social networks and blogs are more

popular than email

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A Fundamental Shift All these tools and conversations

represent a fundamental shift in the way we communicate

This is affecting ALL business

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Why Should You Care? “We are in the social media space

because at the heart of our company we very much believe that the consumer is boss.” – Susan Ross, Brand Manager P&G

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People Are Talking People talk about things, ideas and

companies they love and hate These conversations are visible AND

influential If you don’t listen and participate, your

competitors will

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Why Should You Care? Only 14% of people trust ads But 78% trust recommendations of

other consumers Huge opportunity to listen, get involved,

establish relationships and build trust

Social Media Marketing (great, ANOTHER buzz word)

Nielsen “Trust in Advertising” Report, 2007

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Social Media Marketing When companies take a human

approach to marketing by participating in conversations with their audiences

Engage customers on their own turf to help solve problems and find information

Turn relationships into a competitive advantage

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6 Principles Listen Engage Enable Share Reward Participate

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Business Benefits Decreased phone calls/emails to customer support Share info (and respond to crisis situations)

quickly Instant feedback on ideas/products Increased brand awareness Reach a new audience Increased traffic and search engine rank Extend sponsorships Build relationships, increased trust = increased

sales

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More Business Benefits Build better work relationships Better collaboration on projects Hiring benefits - find better candidates

faster Generate new business Better relationships, increased trust =

increased sales

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Businesses Getting Involved 63% plan to increase spending on

social media marketing this year

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Participation, Not Advertising 43% of social network users never

clicked on ads, and only 11% of those who did actually purchased anything (2008 IDC Study)

Participation is the new marketing

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Dell and Social Media Blog: Direct2Dell Launched in 2006 Purpose: Give customers a place to share

their thoughts, ask questions, and tell us what we can improve on

Results: about 3-5 million unique views per month

27% decrease in negative blog posts (49%- 22%) in about one year

http://nowisgone.com/2007/10/18/dells-incredible-turnaround/

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Dell and Social Media

Uses Twitter to promote deals, answer questions and connect with customers

$1 million in revenue in one year from DellOutlet account 250k+ followers as of 3/29/09

30+ corporate accounts

Sources: http://www.dell.com/twitter and http://www.internetnews.com/webcontent/article.php/3790161/What+Keeps+Twitter+Chirping+Along.htm#

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Dell and Social Media

Social Media for Small Business Page 33,000+ fans

Facebook Graffiti Campaign 7,000 grafittis created in one

week Over 1 million votes But, areas for improvement

http://www.facebook.com/dellsocialmedia and http://www.web-strategist.com/blog/2008/03/24/case-study-dissecting-the-dell-regeneration-graffiti-facebook-campaign/

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NBA and Social Media NBA Twitter Account - 180k+ followers

NBAStore Account - 300+ followers NBA on Facebook - almost 620k fans NBA on YouTube - about 110k

subscribers Still, areas for improvement

Reward fans Involve sponsors

http://twitter.com/nba and http://www.facebook.com/nba and http://www.youtube.com/nba

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How To Get Involved - 8 Steps Listen and learn Set goals Choose what to measure Involve employees Create a strategy Pick tools Participate, don’t promote Measure results and tweak

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Profile Set Up and Best Practices Set up profiles with basic info about

organization, logo and link to website Based on goals, create strategy for content Connect profiles to each other and your main

website Do searches for people and content that

relate to you and interact with them Keep content fresh and updated Drive people back to your site

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Have Questions? Need Help? You can reach me at

Jpeck@hwy24.com

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Additional Reading Shameless Plug - http://www.jasonfpeck.com

- My blog about sports and social media Social Media 101 by Michael Coffey -

http://www.slideshare.net/Coffeyhouse1/social-media-101-1066351?src=related_normal&rel=241446

What the F**K is Social Media? By Marta Kagan - http://www.slideshare.net/mzkagan/what-the-fk-social-media