Social Media: 0-60

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Viral Growth – Creating the Petri Dish

Provide value or entertainment• Funny or Freaky• Something surprising they couldn’t find out

any other way• Something free (that isn’t normally)

Make it easy to spread• Email• Twitter• Facebook


What is Facebook?The largest social networking site• Over 300 Million Users

Web-basedAllows users to connect with other members by public and private messages, photos, chat, games, etc.


What do my customers do on Facebook?

Talk about themselves and read about “Friends”Change “Status Updates”Check the “News Feed”Post on “Walls”Send “Private Massages”Post “Links”Post photos and “Tag” their friends in them


Take quizzes and surveysWatch vides and post them to their profilesCreate and RSVP to “Events”Create and join “Groups”

What do my customers do on Facebook? Cont.


What can I do on Facebook as a company?

Create a “Page” or Group for a company• Only people can create a profile

Post PhotosPost Status UpdatesCreate EventsSend “Updates”Look at statistics of page – “Insights”


What can a company NOT do on Facebook?

Create a profileRequest to be someone’s friendSend a message to someone who is NOT a fan of their page


So How Do We Gain Fans?

Invite your friends and ask them to share your fan page• This means you need to build up your personal network

Send an email to your existing customers• Typically with an incentive to become a fan

Include a link on your Web siteInclude links from your other social media accountsAdvertise through FacebookOptimize your search options


Now What?Post a few times a week to a few times a dayRespond promptly when fans interact with your page


What do we post?Ideal Facebook posts are items people will interact with:• Contests• Events• Photos – Especially on Events• Video

Get people talking about you• When someone else talks about you or interact with your

page, all of their friends see what they said.

Post regular status updatesImport a blog• Should be no more than 50% of your content


What is Twitter?“Microblogging” Service140 Character LimitMore than 6 Million UsersWeb-based but many regular uses Tweet from mobile phone, desktop or some other tool


Why do my customers use Twitter?To “follow” friends and relativesTo follow individuals and organizations whom they find interesting/informative/entertainingTo “tweet” information to their followers• Very personal• Of general interest• Related to their industry• Related to a specific event or project


What do all these new words mean?“Retweet”Tweet @ (Tweet “at”)# (“Hash” tag)Shortening “URL” Services• Bitly• tinyURL• twurl• tr.im• is.gd


What can I do on Twitter as a company?

Same thing as a person canTwitter may be adding a paid upgrade for companies soon with• Certified account name• Metrics


How do I gain followers?Following others for “follow backs”• Restrictions for follow numbers• Finding people worthy of following

Promote through emailPromote on Web site and on Social MediaGet Retweeted – say something worth repeatingCreate a contest with a really good give awayTweet @BigNamePerson


Now What?Ideally you’ll have at least a few Tweets a dayIt’s acceptable for a company to have multiple authors on their Twitter account though they should share a “voice”There are tools that can be used to set up many tweets to be posted at a later time


What should I Tweet?Ideal Twitter content is short and timely• Current events• Day-of promotions• Quick tips• Links to relevant articles

Give valuable informationShare opinions/insights when you share a linkAvoid importing just a feed of something else


ToolsTwitter HawkObjective MarketerHootSuiteCo-TweetTweetMeme


Goldstar Events

Emails highly targeted by geography, and event typeEmails and Web site are optimized for sharing on Facebook et al.Uses Facebook Connect

Who: Goldstar sells last-minute discount tickets for theatre, concerts and events. Profit Model: Ticket processing fees.


Goldstar Events - Targeted Emails


Goldstar Events - Easy to Share


Thrillist

Excellent share-by-email feature• Easy to use• Attractive emails• Witty enough to earn viral sharing

Uses Facebook to share event photos

Who: Thrillist daily emails and corresponding Web site features "your city's finest new food, drinks, gear, travel, and entertainment."

Profit Model: Ads & Purchased "Allied" eBlasts. $5-$10 Mil estimated annual rev.


Craft Magazine

Twittering craft tips • More than just broadcasting• Interacting, reading and responding

Flicker “Round-Up” of readers work• Featured in a weekly post• Readers participate for a chance at wider exposure

Facebook blog feed • Allows users to easily share enjoyable articles with their

friends.

Who: The Craft Blog features dozens of articles a day about projects, artists and how-to instructions. Profit Model: Advertising and Sales of the related Craft Magazine.

Technology

Social Media: 0-60