Social Media Swapnil Bagul

Social Media is the democratization of information, transforming people from content readers and consumers into content publishers.

What is Social Media?

In other words Social media is a conversation between…………….

Lawmakers Employees Donor’s & Volunteers Everybody!

Internet forums/groups

Social networks Blogs Wikis Podcasts File/data-sharing

Social tagging Social

bookmarking Micro-blogging Virtual

communities RSS feeds

That conversation is powered by

How is Social Media different from traditional media?

Traditional Social

Driven and Controlled by editors and publishers.

Based on one –to-many model (also called a broadcast model).

Government Regulation & Censorship.

Limited channels of information.

Driven and Controlled by users.

Based on many-to-many model, rooted in conversation.

Democracy of users and no censorship restrain.

Endless Channels of information.

 

A few examples of Social media channels……

And few more…….

Years to Reach 50 million Users:

Radio (38 Years) TV (13 Years) Internet (4 Years) IPod (3 Years)

Facebook added 100 million users in less than 9 months. IPhone applications hit 1 billion in 9 months.

Social Media : Who is doing What?

If Facebook were a country it would be the world’s 3rd largest between the United States and Indonesia

Facebook users spend 5 billion minutes on the site each day

20 hours of video are uploaded to YouTube every minute

One billionth Tweet in 2008. 13.1 billion Currently

Cont.……

People who are deeply engage in social media, social Networks are already a much heavier influence on personal choices than traditional advertising.

53% of people say that blog content influences purchase decisions.

78% of consumers say they trust other consumers' recommendations Over all advertising/marketing avenues.

Social media is a potential growth area through which major donors Can be cultivated.

The Social Media for Social Causes Study found that 84% of the “social media savvy” aged 30-49 and 55% of those older than 50 have used social media to discuss philanthropy.

Why should you care about social media?

Expand and extend marketing campaigns Improve customer service Manage crisis communications/online reputation

management Solicit feedback from the public Build relationships with employees, donors, volunteers,

influencers, fans/supporters, lawmakers and citizens Create buzz Establish yourself as an expert

How Can Social Media Help you?

Free-access social networking Web site that connects people with friends and others who work, study and live around them.

Users can join networks organized by city, workplace, school, and region to connect and interact with other people.

People can also add friends, send them messages, and update their personal profiles to notify friends about their activities.

Organizations should set up a Page

About Facebook

Facebook examples

A social networking and micro-blogging service that enables its users to send and read other users‘ updates known as ‘tweets’.

Tweets are text-based posts of up to 140 characters in length.

Updates are displayed on the user's profile page and delivered to other users who have signed up to receive them.

About Twitter

Twitter examples

YouTube is the world's most popular online video community allowing millions of people to discover, watch and share originally created videos.

Provides a forum for people to connect, inform and inspire others across the globe and acts as a distribution platform for original content creators.

YouTube accounts for 10% of all Interne traffic.

About YouTube

YouTube examples

Good mediums to create thought leadership positions. Blogs are usually maintained by an individual with regular

entries of commentary descriptions of events, or other material such as graphics or video.

Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs. It is this interactivity that distinguishes them from other static websites.

Many blogs provide commentary or news on a particular subject; others function as more personal online diaries.

A podcast is a series of digital media files (audio or video) that are released episodically and often downloaded through web syndication.

About Blogs and Podcasts

Blogs and Podcast examples

All of the social mediums mentioned previously are accessible via smart phone.

Mobile Marketing is meant to describe marketing on or with a mobile device, such as a mobile phone.

SMS MMS Games Mobile web Apps Geo-location (e.g., Foursquare)

About Mobile

Mobile example: Foursquare

ROI is different from traditional PR and marketing models No control over message Demands transparency Needs a “human element” Pitches and campaigns can be publicly mocked Release dates/embargoes are not honored Requires high level of commitment (time and energy)

Setting metrics from the onset is Key!

What to think about before you dive in

Some examples of social media metrics

Quantitative Qualitative

Web site visits resulting from social media campaign(s)

Social media application downloads

Responses to online offers Audience impressions for

blog coverage Blog and RSS subscriber

numbers Audience reach for podcasts Number of articles or

broadcast clips supporting your social media campaign

Inclusion of your campaign(s) in digital marketing trend coverage

Online media audits that measure the sentiment and mindshare for your organization online; audits repeated at regular intervals after a baseline is established

Online surveys to benchmark and monitor a range of end-user perceptions, including online brand awareness and mindshare among your organization’s competitors

Listen

Enter

Engage

Three steps to a strategic approach

Step 1: Listen…….. Track • Google Alerts (www.google.com/alerts)

• Google Reader account for RSS feeds (www.google.com/reader) • TweetScan (www.tweetscan.com) • Radian6/SM2 (www.radian6.com) Follow Blogs • Do a Technorati search for blogs of interest • Make a list of your top 10 favorite/most relevant blogs • Pull the blogs into your Google Reader account for easy following • Take note of posts on which you would like to comment

How do I get started

Develop/refine messaging Set up appropriate social media vehicles Facebook profile, page and/or cause page Twitter account LinkedIn profile and Build Your Network Blog Etc.

Become a member of relevant groups Yahoo Groups Facebook fan pages Etc. Practice on personal level

Step 2: Enter……

Comment on relevant blogs, groups, etc., as appropriate -Favorite blogs -Yahoo Answers - LinkedIn Answers Publish own positioning -Facebook -YouTube -Twitter - Blog Monitor replies and respond, when appropriate Refresh content regularly

Step 3: Engage…….