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What is SOCIAL MEDIA?::: Media for social interaction
::: Use web-based technology to create interactive dialogues between people
::: Creation & exchange of user-generated content
CHARACTERISTICS OF SOCIAL MEDIAREACH: Enable anyone to reach a global audience
ACCESSIBILITY: Tools available to anyone at little to no cost
USABILITY: No training or specialized skill needed
RECENCY: Communication can be instantaneous
PERMANENCE: Can be altered instantly through commenting or editing
Types of Social Media::: Collaborative Projects::: Blogs & Microblogs::: Content Communities::: Social Networking Sites::: Virtual Gaming Worlds::: Internet Forums::: Wikis::: Podcasts
::: Communication::: Photo/Video Sharing::: Entertainment::: Brand Monitoring::: Document Mangement::: Presentation Sharing::: Social Bookmarking::: CMS
COMMUNICATION
BLOGS: Blogger, WordPress, Xanga, LiveJournal
MICROBLOGGING: FourSquare, Tumblr, Google Buzz
LOCATION-BASED SOCIAL NETWORKS: FourSquare, Facebook Places
EVENTS: Eventful, Hotlist, Meetup.com
SOCIAL NETWORKING: Facebook, LinkedIn, Myspace
COLLABORATION
WIKIS: Wikimedia, PBWorks, Wikia
SOCIAL BOOKMARKING: Delicious, Google Reader, StumbleUpon, Diigo
SOCIAL NEWS: Digg, Reddit, Newsvine, Mixx
CONTENT MANAGEMENT SYSTEMS: WordPress
DOCUMENT MANAGEMENT: Google Docs, DropBox, Syncplicity, Docs.com
MULTIMEDIA
PHOTO/ART SHARING: deviantArt, Flickr, Photobucket, SmugMug
VIDEO SHARING: YouTube, Dailymotion, Vimeo, Metacafe
LIVECASTING: Skype, Stickam, UStream, Livestream
MUSIC/AUDIO SHARING: Pandora Radio, Last.fm, MySpace Music
PRESENTATION SHARING: scribd, SlideShare
ENTERTAINMENTMEDIA/ENTERTAINMENT PLATFORMS: Cisco Eos
VIRTUAL WORLDS: Second Life, The Sims Online, Active Worlds
REVIEWS & OPINIONS
PRODUCT REVIEWS: epinions.com, MouthShut.com
BUSINESS REVIEWS: Inc., Yelp, Customer Lobby
COMMUNITY Q & A: EHow, WikiAnswers, Yahoo! Answers, Askville
STATS::: 22% of time spent online is accounted by social networking
::: 234 million people 13+ in US have used mobile devices
::: Twitter hit 1 billion tweets in Dec. 09, average of 40 million tweets/day
::: Over 25% of US internet page views occurred at top social networking site
SOCIAL MEDIA MARKETING
::: New trend in IMC plans- mix advertising, personal selling, public relations,
publicity, direct marketing & sales promotion
::: Internet allows companies & people to build social & business connections,
share info and collaborate online
::: Create content that attracts attention and makes people want to share
::: Increase brand awareness and start conversations with customers
SOCIAL MEDIA OPTIMIZATION::: Intended to attract unique visitors to website content
::: Different form of SEO and web optimization
::: Social media features added to content through RSS feeds, social news/sharing
buttons, user ratings/polls, third-party images and video sharing
::: Similar to viral marketing to create healthy business-to-consumer relationships
SOCIAL MEDIA IN BUSINESSWHO? Any and all companies/businesses
WHAT? Online networking, brand exposure, and interaction with customers
WHERE? On the web (computers, cell phones, ipods
WHEN? Now
WHY? Reach a larger audience, grow your company
HOW? Ask the right questions
SOCIAL MEDIA USE IN BUSINESS::: Shift from ads in magazines to online
::: Get business noticed through online social media sites like facebook and twitter
::: Social media features added to content through RSS feeds, social news/sharing
buttons, user ratings/polls, third-party images and video sharing
::: Similar to viral marketing to create healthy business-to-consumer relationships
ASK QUESTIONS
::: What are the needs of the business?
::: What is the site going to be used for?
::: Target audience
::: Which sites to take on?
::: Who will manage the page?
::: Who as access to the page?
::: Who is going to be the personality of the page?
CATEGORIES OF SOCIAL MEDIA::: Free for all social sites (ex. Facebook)
::: Professional sites (ex. LinkedIn)
::: industry-specific sites (ex. I-Meet)
BUSINESS PROFILE::: Be personal - online representation of brand
::: Stay professional with material
::: Share media (ex. photos, video, presentations…)
::: Set privacy settings
::: Make page lively (don’t just include building photos)
IN THE BUSINESS SETTING::: Not as much about selling product - about engaging followers ::: Goal - to provide a platform for open, honest conversation::: Most successful companies who use social media interact most with the users and frequently post content related to their brand::: Ex. Outdoor Technology company used to sell merchandise directly to retailers, but started using fan page, and in 3 months e-commerce went from 0 to $25,000
FAN PAGES FOR COMPANIES::: Comment on others users’ posts
::: Ask questions on wall
::: Post links/threads
::: Post Events
ON FACEBOOK::: Be personable - Social networking not business networking
::: What is new?
::: Want more customers? - Include discounts
But, do not…
::: Only have messages that pertain to selling a product/service
::: Tell customers the page is for social networking, then use it to sell
WHAT DOES ALL THIS MEAN?Companies now use personal information contained in profiles, such as interests and job history, allows businesses to employ social networking sites to target the specific audience or skill they want to pull from.
WHAT DOES ALL THIS MEAN?According to an annual social recruitment survey published by Jobvite, 80 percent of companies used or planned to use social networking to find and attract candidates in 2009.
Biggest social media sites used? LinkedIn and Facebook...
BENEFITS OF SOCIAL RECRUITING::: Empowers employers to distribute job info
::: Easier to find potential employees
::: Low cost
PRIVACY & LEGALITY::: No fake profiles
::: Add social media section to company handbook
::: Abide by existing laws
WHY SOCIAL MEDIA FOR BUSINESS::: See what people are saying about you
::: Make amends with dissatisfied customers, quickly
::: Don’t go on the defense
::: Cultivate relationships that lead to sales
::: Boost credibility by helping others
::: Contact with potential partners
EVER CHANGING::: Completely ran by the consumer
::: Customer input drives the future
::: Starbucks used customer feedback to implement change
CURRENT TRENDS::: Facebook
::: Hashing
::: Geo-tracking
::: Augmented reality
::: Social gaming
::: FourSquare