Making Sense Of Social Media

Making Sense Of Social MediaHow To Best Your Competition

M-PACT Conference

Bryan Huber, Chief Interactive Officer

Kim Ratcliff, Vice President

©2010 Paul Werth Associates | Ohio Petroleum Marketers & Convenience Store Association

About Bryan

Bryan HuberChief Interactive Officer

Quick facts:

‣ Involved in the internet before Al Gore invented it

‣ Built first corporate website in 1996

‣ On LinkedIn since 2003

‣ Joined Paul Werth Associates in 2010


About Kim

Kim RatcliffVice President

Quick facts:

‣ Playing with Internet listservs in 1995

‣ Led Web-based enterprise and data warehouse software implementations in 1999

‣ Twittering and blogging since 2008

‣ Joined Paul Werth Associates in 2008


Hashtag

#mpactsome

So, What IsSocial Media?


What is Social Media?

User GeneratedContent



It’s been around for over 20 years!

It’s not a new phenomenon



Remember:‣ CompuServe message boards‣ Bulletin boards‣ AOL‣ e-world (Apple)



Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.

The definition has been revised over 500 times!

Wikipedia Definition



SocialNetworking

Comments

Podcasts

MicroBlogs

Ratings

MessageBoards

BlogsPhoto

SharingVideo

Sharing

Wikis

Ways for users to generate content



More And More Content Is Being Created

On Mobile Devices

So, What IsSocial Networking?


What is Social Networking?

Tools That Allow Users To Connect And

Build Relationships


Focuses on building and reflecting of social relations among people, e.g., who share interests and/or activities…

The definition has been revised over 500 times, as well!

Wikipedia Definition




Flickr

Last.fm

LinkedIn

ShareThis

FourSquare

MySpace

Facebook Twitter YouTube

UStream

Tools for users to connect

There are many, many more…



Platform Descriptions: Community Building

‣ Facebook = Friend Network‣ Twitter = Microblogging‣ YouTube = Videos‣ Flickr = Photos‣ LinkedIn = Professional Network‣ MySpace = Friends/Music‣ FourSquare = Social Location‣ UStream = Video Broadcast



Provide the opportunity for you to be part

of the conversation.

Social Networking Tools

State Of The Internet


State Of The Internet

From Jess3 “State Of The Internet”

Why Is Social MediaImportant?


Why Is It important?

Users are generating a tremendous amount

of content.



400 MillionFacebook Users



Over 4 BillionPhotos on Flickr



13 Hours Of VideoUploaded Per Minute

On YouTube



Over 13 MillionArticles on Wikipedia



Over 300Check-ins Per Second

On Foursquare

Why Should You Care?


Why should you care?

Allows you to build relationships with customers.



Allows you to be part of a consistent conversation.



A conversation which includes your industry,

your company, your competitors,

and your customers.



Companies can:‣ Connect‣ Listen‣ Contribute‣ Respond‣ Measure


Giveaway Time!!!!!!

Leaders in Your Industry

Case Studies


Leaders in Your Industry: Kum & Go


Leaders in Your Industry: Kum & Go


Leaders in Your Industry: Rutter’s






Leaders in Your Industry: Sheetz






Leaders in Your Industry: Wawa






A Leader in this Area: Brew House


Leaders in Your Industry: Duke and Duchess, Englefield Oil


Leaders in Your Industry: Recap

What to Remember

‣ Promotions and giveaways = FANS and FOLLOWERS

‣ In-store specials and contests

‣ New store openings and store anniversaries

‣ Loyal fans will do the work for you.

‣ Product power is valuable.

‣ Leverage video to share the in-store experience.

‣ Engage in the conversation.

‣ Charity support makes a difference.

Avoiding Social Media Crisis


It takes 3-10 years to repair once damage is inflicted.

The sacred trust between a company and its customers.

“Reputation is currency, hard earned and precious.”Sandy Harbrecht

Reputation is....



The Great Unknown!

Social Media+ Reputation



What’s Changed?


‣ People find comfort in information, regardless of quality, a trait enhanced in 24/7 news cycle.

‣ Journalists, bloggers find sources while you’re writing the news release.

‣ Social media impacts the perception of your organization whether or not you are involved and aware.

‣ Now you have more opportunities to engage reporters and stakeholders – and to BE the media.


Be the Media!


‣ Paid

‣ Earned

‣Owned

‣ Shared

Start Looking for Trouble!


Online Reputation Monitoring


‣ Listening Posts‣ Measurement

Tools


Response Model



Leaders in Your Industry: Recap

What to Remember‣ Reputation is hard-won and difficult to rebuild.

‣ Social media inserts immediacy and noise into crisis management -- and diversifies the crisis communications tool belt.

‣ Prioritize through smart monitoring.

‣ Engage before crisis hits....and remain engaged.

‣ Respond at the flashpoint.

Not Like This!


‣ April 2009‣ YouTube‣ 1 million page views‣ The lesson?



‣ March 2010‣ Facebook‣ 100,000 fans‣ The lesson?



‣ July 2009‣ YouTube‣ 8 million views‣ The lesson?


Building Your Community



Social Media...One Part of Your Marketing Effort

‣ Additional channels to expand you reach.

‣ Strategy reigns!

‣ Create and share compelling content.

‣ Stay disciplined, engaged and motivated.



How to Manage Your Time?‣ Discipline‣ Create an editorial calendar.

‣ Use dashboards and management tools.

‣ Engagement‣ Build relationships and activate your voice.

‣ Enhance your reputation.

‣ Motivation‣ Don’t go it alone.

This is how to compete with the big guys!



Build Compelling Content‣ Do your homework.

‣ What do your customers care about?

‣ Test ideas before you campaign.

‣ Don’t ignore the potential of social media for free polling.

‣ Keep it brief.

‣ And use images, video and audio to tell your story.


Giveaway Time!!!!!!


Questions?


Connect With Us!

in/bryanhuber

in/kimberlyratcliff

in/paulwerthassociates

@bryanhuber

@KimRatcliff

@paulwerth

paulwerth.com

Thank You

Documents

Making Sense Of Social Media