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• Managed Broadband Solutions– Alpharetta, Georgia– Serve independent ISPs– Network Management– Branded Internet Services– 24/7 End User Support
• Data• Video• Voice
About Us
• Connecting Our Communities– Minot, North Dakota– Largest co-op in the state:
• 200+ employees• 48,000+ customers
– Network:• Copper• Fiber optic• Wireless• 12 on Board of Directors
(Newman-Eng)• 2007 Legislative Blog• 2009 Legislative Twitter
About Us
Agenda
• What is it?
• How does social media affect telcos?
• Will it help you get - and keep - customers?
• What goes into a social media strategy?
• Who else is doing it?
What is social media?Web 1.0Web 2.0
What is Social Media?
• Social media describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media, thus facilitating conversations and interaction online between groups of people.
Understand the Groundswell7
“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”
groundswell.forrester.com
Social Media = Cocktail Party
• People-centric
• No time or space constraints
• Engage in public & private conversations
• Share content– Profiles – 48% of Americans over age of 11– Experiences
Social Media Adoption
• How long did it take to reach 50 million users?– Telephone: 74 years– Radio: 38 years– Personal Computer: 16 years– Internet: 2 Years– Blog: 1 year
Everybody’s New at This
Usage Among Small Businesses
What’s in it for my business?
How does social media affect telcos?
Outbound Marketing is Broken
Inbound Marketing Strategies
16
17
Wikipedia is driven by a global community of more than 150,000 volunteers—all dedicated to sharing knowledge freely. Over almost eight years, these volunteers have contributed more than 11 million articles in 265 languages. More than 275 million people come to our website every month.
Do consumers use social media?
• 57% join social networks
• 39% subscribe to RSS feeds
• 83% have viewed a video online
• 73% read a blog
The Social Technographics™ Ladder
19
Inactives neither create nor consume social content of any kind
Spectators consume social content including blogs, user-generated video, podcasts, forums, or reviews
Joiners connect in social networks like MySpace and Facebook
Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com
Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.
Creators make social content go. They write blogs or upload video, music, or text.
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Expected Sources of Leads
What is social media marketing?
Social Media Marketing is NOT...
... a silver bullet
... about selling
... free
... to be out-sourced
Social Media Marketing IS...
... integrated with overall marketing strategy
... based on content and conversation
... focused on providing service
... intended to build relationships & encourage sharing
Growth Through Social Media
Global Top Internet Sites (Reach)
251. Google 43%
2. Facebook 33%
3. Yahoo! 27%
4. YouTube 23%
5. Live 16%
6. Wikipedia 13%
7. Blogger 12%
8. MSN 11%
9. Baidu.com 9%
10.Twitter 7%
http://www.alexa.com/topsites/
1. Google2. Facebook3. Yahoo!4. YouTube5. Wikipedia6. Craigslist7. Blogger8. eBay9. Twitter10. Amazon
MySpace 20 25 April 2010
Customer Acquisition by Channel
Blogs
• Easy to update• Indexed quickly by
search engines• Attract inbound links• Build email & RSS
subscribersResources:• Blogger.com• Wordpress.com• Wordpress.org
YouTube
• Video demos• Vlogs• Interviews• News• Brand Messages• Share and comment
on videosResources:• Flip.com• Screencast.com• Google.com/
support/youtube/
• Start conversations• Generate feedback• Status updates• Photos• Videos• Links
Resources:• Facebook.com/
Advertising
Why Facebook Matters
30
Marketing @ Facebook31
Million+ Fans
1. Coca-Cola
2. Starbucks
3. Disney
4. Victoria's Secret
5. iTunes
6. Vitaminwater
7. YouTube
8. Chick-fil-A
9. Red Bull
10.T.G.I. Friday’shttp://www.thebigmoney.com/slideshow/big-money-facebook-50-0
• 140-character Microblog
• Tweet specials & updates
• Customer service
Resources:• Twitter.com/Twitter101
• Tweetdeck• Hootsuite.com• WeFollow.com
Who’s using social media?
ShenTel on LinkedIn
San Bruno Cable TV on YouTube
Comcast on Twitter
How did they do it?
Social Media Marketing Strategies
• Components– Purpose & Goals– Listen– Engage– Influence– Measure
Purpose & Goals
• Increase awareness– Brand– Product
• Attract customers• Increase customer
satisfaction• Build community
• SMART Goals– Specific– Measurable– Attainable– Realistic– Timely
Listen
Engage
• Set Social Media Policy
• Select channels• Define time &
responsibilities
• Get Found– Optimize– Publish– Promote
Influence
• Nurture Connections• Conversations
• Convert– Landing pages– Subscriptions– Offers
Measure
• Test• Measure• Analyze• Repeat
• Tools– Google Analytics– YouTube Insights– Facebook Insights– bit.ly
Show Your “Face” in Social Media:Case Studies
Brantley Telephone Company
• Rural south Georgia ILEC
• Goals:– Reinforce relationships– Drive web traffic
Brantley Telephone Company
SRT Communications
Facebook Page
49
According to Facebook
• 25,300 Facebook users live within 50 miles of Minot, ND (age 18 and older)
• 30,000 Facebook users live with 50 miles of Fargo, ND who graduated from college
• 212,000 Facebook users live in ND 18+
365,400 Facebook users live in Manitoba (age 18 and older)
297,540 Facebook users live in Saskatchewan (age 18 and older)
Personal or Organizational
YouTube Channel
What’s Next?
• Of the marketers surveyed for the2010 Social Media Marketing Report:
– 80% plan to increase use of Facebook– 81% plan to increase use of blogs– 73% plan to increase use of YouTube– 71% plan to increase use of Twitter
Five Themes
• Know Your Environment
• Understand the Groundswell
• Consider Crowdsourcing
• People Know Best
• Listen, Learn, Lead
Consider Crowdsourcing53
Crowdsourcing is the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.
6 Things for Tomorrow
• YouTube
• Blog
• Wikipedia
We welcome your questions.
Download the eBook:http://blog.zcorum.com/2010/06/ebook-show-your-face/
Contact Us
Tom SeymourBoard of Directors
SRT Communications
(701) 858-3307
twitter.com/SenTomSeymour
youtube.com/SRTGuys
Rick YuzziVP - Marketing
ZCorum
(678) 507-5000
twitter.com/RickYuzzi
twitter.com/ZCorum
youtube.com/ZCorum
facebook.ZCorum.com
blog.ZCorum.com
