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This presentation was given by Brian Wallace of NowSourcing, Inc. at a seminar for the American Marketing Association in Louisville on May 29th, 2008.
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Everything You Always Wanted to Know About Social Media
(but were afraid to ask)
Brian Wallace, President, NowSourcing, Inc.
Overview• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management• Q&A
What is Social Media Marketing?“Social Media Marketing (SMM) combines
the goals of internet marketing with social media sites…[through]…viral marketing to build idea or brand awareness, increase visibility, and possibly sell a product or service...”
http://en.wikipedia.org/wiki/Social_media_marketing
Social Media Marketing Cycle
Initial Buzz/Conversation Authority Links Google Rankings
Continue the conversation
Ok, but What Actually is it?• Aggregation• Blogging• Bookmarking• Microblogging• Social News• Social Networking
ConversationConversionGoogle Ranking Links
• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management• Q&A
It’s a Jungle Out There…
Blogs Really Matter
Blogs are Growing
…and People Read Blogs
Twitter• Followers• Data Mining• Customer Service• Breaking News• Good old chat
• High user adoption, even when service is down
RSS• Grab Headlines• Feed Readers• Share• 2nd Inbox?
• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management• Q&A
Dispelling MythsMyth #1: Social Media = adding site widgets.
Reality: You need to rework your site.
Dispelling MythsMyth #2: Isn’t social media just for “kids” ?
Reality: Nope, social media is for all.
Dispelling MythsMyth #3: I’m a small business, does social
media really apply to me?
Reality: It was made for you.
• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management• Q&A
Planning Your Social Media Strategy • Set your goals• Establish team responsibilities• Find the “influencers”• Listen to the good, the bad, and the ugly• Join the conversation• Listen some more• Measure against goals
Everything You Know is Wrong• Front page for hated stories?
Everything You Know is Wrong• Success or failure?
• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How Do You Measure Success?• Reputation Management• Q&A
How to Measure Success• New industry, lots of debate• Traditional ROI need not apply• Conversations• Links• Authority• Google Links• CPM models• Response Time• Sales• PR
• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How do you measure success? • Reputation Management• Q&A
Reputation Management• Proactive = raw, unvarnished opinion• Reactive = PR nightmare
Danger! Danger!
Do it Yourself / Not Doing it Hurts
“Dell Support”• 450+ searches/day
• 24k+ in January 2007
Oh my!
• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How do you measure success? • Reputation Management• Q&A
Questions?
Creditshttp://www.flickr.com/photos/stabilo-boss/93136022/sizes/o/http://informationarchitects.jp/web-trend-map-2008-beta/http://www.sifry.com/alerts/Slide0005.gifhttp://www.sifry.com/alerts/Slide0006.gifhttp://www.emarketer.com/images/chart_gifs/094001-095000/094505.gifhttp://www.gapingvoid.com/history76156222.jpghttp://www.fredfrap.com/intro%20page%208.29.02.htmhttp://mashable.com/2007/06/23/facebook-in-40-years/ http://flickr.com/photos/38521378@N00/792997159/http://www.hatedorloved.com/index.php?view=unpopularhttp://www.money.co.uk/article/1000390-13-year-old-steals-dads-credit-card-to-buy-hookers.htmhttp://www.mesheast.com/radian6-lands-worldwide-leading-pr-firm-weber-shandwick/6/http://flickr.com/photos/intrigueimages/315265442/http://flickr.com/photos/jhhwild/1781000505/
