Social Media -What Really Works
Lawrence Kirschwww.LawrenceKirsch.com 1
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What Is Social Media?
An open-communication network powered by:• Social Networks• Blogs•Microblogging• Video / Photo Sharing•Message Boards• Social Gaming• Podcasts•Real Simple Syndication (RSS)
Social Media is a complex, organic Online Conversation
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What Is Social Media?The power to define and control the conversation surrounding a brand is shifting from companies and institutions to individuals and communities.
“Telling and Selling is dead.”
Jim Stengal, Chief Global Marketing Officer, Procter and Gamble
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Direct MarketingA CampaignControllable by YouEasy to Measure
Social Media is Not Just Another Place to Publish Your Advertising
What Social Media Is Not
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Social Media sites are the fastest-growing category on the Web. Traffic doubled from last year.
73% of active online users have read a blog45% have started their own blog39% subscribe to an RSS feed57% have joined a social network55% have uploaded photos83% have watched video clips
Who’s Talking?Customers / Employees / Investors / Critics / Fans / Prospects
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Why You Should Listen
...91% say consumer reviews are the #1
aid to buying decisions.
- JC Williams Group
...87% trust a friend’s
recommendation over critic’s review.
- Marketing Sherpa
...3 times more likely to trust peer opinions over advertising for
purchasing decisions.- Jupiter Research
Of all online users…
...47% say social media sites influence
their decisions to purchase specific
brands or services.
Business-to-Business Is Using Social Media
81 %
70 %
60 %
Next Year – More Blogs
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We want to do business with people they…
KnowLike Trust
The Nature of People
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Three Main Sites
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Others To Consider
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• 50% of active users long onto Facebook in any given day.• The fastest growing demographic - 35 years old
and older.• Average user has 130 friends on the site.• More than 45 million active user groups exist on
the site.• Has over 15 billion photos - adding photos at a
rate of 850 million photos a month.
More than 300 million active users.
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Over 50 million professionals use LinkedIn to exchange information, ideas and
opportunities.
• Members are in over 200 countries & territories around the world.• A new member joins approximately every second.• Half of the members are outside the U.S.• Executives from all Fortune 500 companies are
members.
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More than 300 million active users.
2008
2009
2010
6.0 (3.8%)
18.0 (11.1%)
26.0 (15.5%)
US Adult Twitter Users, 2008-2010 (millions & % of adult Internet users).
Note: Ages 18+; Internet users who access Twitter via any platform at least monthly.Source: eMarketer, September 2009
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• Yelpers have written over 7 million local reviews.• In addition to reviews, you can use Yelp to find
events, special offers, lists and to talk with other Yelpers.• Every business owner (or manager) can setup
a free account to post offers, photos and message her customers
More than 25 million people visited in the past 30 days (as of 8-
2009)
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Blog Is The Centerpiece
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Search Engine Friendly (SEO)Dialogue with your CustomersHear Customer FeedbackCommunicate with blogging
communityAllows for distribution via RSSFacilitates both Push & Pull
content interaction
Blogging Facts
Social Media Examples
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Social Media Examples
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Social Media Examples
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Social Media Examples
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Social Media Examples
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Social Media Examples
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Social Media Examples
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Social Media Examples
Multiple Conversatio
ns
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Social Media Roadmap
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Social Media Roadmap
First Step – Know Your Audience
Create A Strategy – Integrate
With Marketing
Commit Resources & Time
Don’t Be Afraid
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Thank YouLawrence KirschMarketing & Management ConsultingLarry@LawrenceKirsch.comwww.LawrenceKirsch.com760-845-1633
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