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Social Media - A Practical Approach
Doug Pace
Agenda
• Where Social Media Falls Within an Internet Strategy
• Social Media Definitions and Popular Platforms• How is Social Media Used for Business• Case Study• Q & A
An Effective Internet Strategy
Definitions and Popular Platforms
What is Social Media?
At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers. (Wikipedia)
• Highlights– People– Companies– Groups– Connections– LinkedIn Direct Ads
• Demographics– 39M Members (Linkedin April 2009)
– 72% 35 years of age or older (Insidefacebook.com Feb 2009)
– 57% Male (Quantcast.com Feb 2009)
• Highlights– Profile Page– Fan/Group Page– Friends– Facebook Advertising
• Demographics– 200M Active Users (Facebook April
2009)
– 45% 26 years of age or older (Insidefacebook.com Feb 2009)
– 56% Female (Insidefacebook.com Feb 2009)
– Over 55 Female fastest growing demographic (175%) (Insidefacebook.com Feb 2009)
• Highlights– Updates– Following– Followers– No Advertising at this time
• Demographics– 10M Unique Visitors (Nielson April
2009)
– 64% 35 years of age or older (Nielson April 2009)
– 57% Male (Nielson April 2009)
YouTube
• Highlights– Video– Channels– Groups– Sponsored Videos– Google Ad Network
• Demographics– 89M Users (Nielson April 2009)
– 42% 35 years of age or older (Insidefacebook.com Feb 2009)
– 51% Male (Quantcast.com Feb 2009)
Other Forms of Social Media
• Blogs• Wikipedia• Filckr and other picture sharing sites• Forums• Social Bookmarking• Yahoo Answers
How is Social Media Used for Business?
What’s the Secret?
• Social Media is just a platform and it requires traditional marketing tactics– Audience - Who are you communicating with?– Offering - Why do they care?– Experience
• What is the desired end action?• How are they going to participate?• Does it build a relationship?• Don’t fight the users – let them determine direction
• Syndication is a powerful force– Definition - The supply of material for reuse and integration with other
material.
What is Social Media?
At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers. (Wikipedia)
C2E – Content to Everyone
C2E – Content to Everyone
Surprises Around Every Corner
• Overlooked Advantages– Increased Search Engine Exposure– Increased Exposure for Business– Alternative Client Relationship/Client Care Channels
• Common Misconceptions– Its Free and Takes Little Work– It Happens Overnight– Social Media is a Direct Sales Method– Since they are Following/Friends, I can post anything
Case Study
Case Study - Red Door Spas
• Audience• Women ages 25-55• Men ages 25-55
• Offering• Free spa treatment to best video• Valentines Day discount’s• Facebook Ads
• Experience• Connection with brand based on
emotion• Unique gifts for special individual
• Channel• YouTube, Facebook
Red Door Spas
A leader in the industry, Red Door Spas is committed to enhancing the lives of our guests through beauty, harmony and well-being…and is the ongoing vision of day spa pioneer Elizabeth Arden.
Case Study - Red Door Spas
Website Page Views
Facebook Fans
Q&A
