Twitter & Facebook For Dummies

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©2009SpringCreekGroup,ContentRightsReserved Page3


FunStats•  Socialnetworksandblogsarethe4thmostpopularonlineacAviAesonline,includingbeaAngpersonalemail.67%ofglobalusersvisitmembercommuniAesand10%ofallAmespentontheinternetisonsocialmediasites.

•  IfFacebookwereacountry,itwouldbethefourthmostpopulatedplaceintheworld.ThismeansiteasilybeatsthelikesofBrazil,RussiaandJapanintermsofsize.*

•  80%ofcompaniesuse,(orareplanningtouse),LinkedInastheirprimarytooltofindemployeesduringthecourseofthisyear.Thesitehasjustcelebratedreachingits45‐millionthmembership.

•  Around64%ofmarketersareusingsocialmediafor5hoursormoreeachweekduringcampaigns,with39%usingitfor10ormorehoursperweek.

•  Ittookradio38yearstoreach50millionlisteners.TerrestrialTVtook13yearstoreach50millionusers.Theinternettookfouryearstoreach50millionpeople...Inlessthanninemonths,Facebookadded100millionusers.

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FunStats•  Wikipediacurrentlyhasmorethan13millionarAclesinmorethan260differentlanguages.Thesitea\ractsover60millionuniqueusersamonthandit’so_enhotlydebatedthattheinformaAonitcontainsismorereliablethananyprintedEncyclopaedia.

•  ThemostrecentfigureofblogsbeingindexedbyTechnoraAcurrentlystandsat133million.ThesamereportintotheBlogospherealsorevealedthatonaverage,900,000blogpostsarecreatedwithinasingle24‐hourperiod.

•  It’sbeensuggestedthatYouTubeislikelytoserveover75billionvideostreamstoaround375millionuniquevisitorsduringthisyear.

•  ThetopthreepeopleonTwi\er(AshtonKutcher,EllenDeGeneresandBritneySpears)havemorecombinedfollowersthantheenArepopulaAonofAustria.*

•  AccordingtoSocialnomics,ifyouwerepaid$1foreveryAmeanarAclewaspostedonWikipedia,youwouldearn$156.23perhour.

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FunStats•  Theonlinebookmarkingservice,Delicious,hasmorethanfivemillionusersandover150millionuniquebookmarkedURLs.

•  SinceAprilthisyear,Twi\erhasbeenreceivingaround20millionuniquevisitorstothesiteeachmonth,accordingtosomeanalyAcalsources.

•  Formedin2004,Flickrnowhostsmorethan3.6billionuserimages.

• UniversalMcCannreportsthat77%ofallacAveinternetusersregularlyreadblogs.

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WhatistheBuzzabout?

•  Facebook has grown from 100 million to 200 million users in less than 8 months. Traffic to Facebook has grown 314% in a year.

•  Social Networking is now more popular than email, according to Nielsen Online’s latest research. 66.8% of Internet users have social networks, while only 65.1% have used email.

•  YouTube reached 100 million monthly viewers in the US in March 2009, 6.3 billion videos were viewed on the site.

•  YouTube will serve 75 billion video streams to 375 million unique visitors in 2009.

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More Background Info

•  Twitter’s yearly growth rate is 1,382%. According to Nielsen Twitter currently has 7 million unique visitors. If it keeps grown at this rate, it’ll have 100 million visitor same time next year.

•  LinkedIn has more than doubled size in the past year, reaching more than 15.8 million people in the US, ranking third, behind facebook & myspace.

• Digg has 36 million unique visits in March 2009 and is still growing.

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TheSocialMediaEngagementSpectrum

Ignore

• Let anyone write anything • Don’t track metrics • Allow comps to post nasty comments • Don’t identify influencers

Watch

• Keep an eye on customers • Track changes in customer perception • Monitor comps in space • Use social media to understand landscape

React

• Respond to negative attacks • Correct factual errors • Stop comps from gaining share of voice • Compare competitors and analyze partners • Utilize a blog to complement “traditional” PR & Comm efforts

Engage

• Provide resources for bloggers to get data images and quotes • Identify influencers • Create active competitive analysis strategy • Reach out to key bloggers

Leverage

• Push stories to influencers and fans • Keep content current with news and info • Let community have first look at commercials and other creative

Drive

• Run message and comment boards for customer groups • Maintain and grow thought-leadership presence where it matters most • Develop & drive industry blogs that put company in positive light

•  SocialMediaEngagementmeansmorethanjustbuildingpages.Itmeansunderstandingwhereyourclients/customers/employersare,andgoingtothem.

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Our5CorePrinciplesforSocialMediaCampaigns

1.  Value–Don’t“Market”,InsteadPublishContentthatHelpsThoseImportant

2.  Ethics–NeverBend“TheRules”…andFirstUnderstandThemByCommunityandSite

3.  Transparency–PersonalandProfessionalOpenness

4.  Authen8city–BeConsistent,Passionate,andCommiNedtoYourIndustry(notjustyourbrand)

5.  Focus–DoTheRightThingsWell

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TypesofSocialMediaMarkeAng

OnetoOne PersonalConnecAonsandCommunicaAons

OnetoMany

Individuallybroadcastedcontentplus“TheBrandCalledMe/Us”

ManyAffinity‐based,geographicallyagnosAcnetworksoflike‐

mindedpeoplehelpingeachotherTo

Many

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SocialMediaApplicaAonsYouKnow




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Andafewmore….

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TopTraffickedUSSites(Q12009)

1. Google 11. AOL

2. Yahoo! 12. Blogger

3. Facebook 13. Amazon

4. YouTube 14. Go

5. MySpace 15. CNN

6. MSN 16. Microsoft Corporation

7. Windows Live 17. Flickr

8. Wikipedia 18. ESPN Sportszone

9. Craigslist 19. Photobucket

10. eBay 20. Twitter

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SocialNetworks:TheHeavyweights

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Source: Compete.com


Twi\er:“Geeks,Marketers,andRichGuys”

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Source: Compete.com


OprahTweets!

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SocialNetworks:TheNextTier

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Source: Compete.com


UGCSites:YouTubeandthe30Dwarves

Source: Compete.com


PhotoSharingandMoreSource: Compete.com


Bookmarking

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Source: Compete.com


AWealthofOpportuniAesPasttheBigBrandNames

Youareenabledtobe\erunderstandyourbrandequityonline–andempowerconsumerstodrivebrandawarenessandengagementonline,acrosstheenAreSocialMediaWeb

Blogs

Consumer Forums

Digital Image Communities

Music / Podcasting

Product Review Sites

Social Networking Sites

Help & How-to Forums

Industry Blogs

Viral Video Sites

Twitter

Professional and Brand Networks

Aggregators / Crowd-sourced Content Sites

Social Bookmarking &

Site Sharing

Wikis Widgets



Assoonasyouleavearoom…

• Whetherit’saninterview,salescall,pitch,orothermeeAng,assoonasyouleave,thepersonyouarepitchingisgoingonlinetoseeiftheInternetconfirmswhatyoujusttoldthemaboutyourself.

•  Befound,andbeindemand,understood,andconnected.

•  RemainonyourowninformaAonislandandyou’llendupsunburned,hairyandlonely.


SocialMediaforDiscoverability

• Managing“discoverability”–makingsurethoselookingforyouoryourbusinesscanfindyouwheretheyaremostfrequentlylooking▫  Personal/professionalProfilesites▫  Relevantsocialnetworks▫  GoogleDirectories(forGooglesearchresults)▫  LiveSearchDirectories(forLiveSearchresults)

•  “PRthroughSelfPublishing”▫  PowerofyourownBlog▫  PowerofcommenAngonotherpeople’sblogs▫ Maintainingshared/bookmarkedcontentofrelevance

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HowDoesSocialMediaAffectSEO/SiteDiscoverability

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Discoverability:PersonalExample

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StrengthsandWeaknessesStrengths:

• Freetobuild:FacebookaccountsarefreetosetupandthereisnosubscripAonfeestokeptthepagelive.• FacebookPagesareindexedinsearchengines:increasingthelikelihoodoffolksfindingyourorganizaAonthroughaGooglesearch.• APagecanhavemul8pleadministrators:Thismeansmaintainingapagecanbesharedbymanypeoplebothinternalandexternal.• AnalyzeTraffic:FacebookInsightstrackdataonvisitors.• NoFanLimits:Therearenolimitstothenumberoffansyoucanhaveonapage.• Abilitytosendmessagesandupdatestoallyourfansatonce:FansreceivingthosemessagescaneasilyforwardthemessageORpostthemessagetotheirFacebookWall.• TabshavetheirownURL:YoucansetatabasthedefaultlandingpageforwhenusersfindyourFacebookPage.YoumayalsochooseanytabtobethelandingPageforoff‐sitepromoAon.


StrengthsandWeaknessesWeakness:

• Limita8onstocustomizing:FacebooklimitsthechangestoaddiAonofmodulesandapplicaAonsbutdoesnotallowmodificaAontopagestructure.• PagescannotposttofanProfiles:Althoughtheycanpostupdatesorsendemailtofanstheprofilecannotdirectlyposttoafanswall.• Membershiphasitsprivileges:UserhavetobeaMemberofFacebooktobeabletointeractwithpage.


SCREENSHOTS

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Accounts

Tools


ChannelBackground•  FromFeb‘08–Feb‘09,Twi\ergrew1,382%DuringthesameAmeFacebookgrew228%

•  4categoriesofTwi\eraccounts:▫  Personal‐“I’meaAngasandwich”▫  Celebrity‐“I’mShaq,I’mbig”▫  Companies/customerservice–“Productisavailablehere…”▫  News–“I‐90bridgeclosedforrepairs”

• GoalsandobjecAves▫  DefineTwi\er▫  HowtouseTwi\er(search,analyAcs…)▫  HowcanyoulearnfromTwi\er▫  Tweet

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StrengthsandWeaknesses

▫  Channelstrengths  RealAmenews  CustomerloyaltyandpersonalconnecAontobrands  AbletodisseminateinformaAoneasily  Easytouseasatooltofindinternettrends  140characterlimit

▫  Channelweaknesses  140characterlimit(dopeoplewanttosaymore)  Tech‐savvychannel

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Strength:CompaniesandBrands

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•  Zappos(@zappos)Comcast(@comcastcares)Google(@google)

•  WhydoTheyTweet?▫  MonitorconversaAonaroundproduct

▫  Candirectlyengagewithcustomers/resolveproblems

▫  Gainandretainfans


Strength:SourceforNews

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CNN(@cnn)King5(@King5sea\le)WSDOT(@wsdot)

•  Whydotheytweet?

▫  Socialmediapresence▫ MaintainreputaAon

•  Compe88on

▫  Everyuser  Direct,instant,unfilterednews

•  HudsonPlaneCrash–Firstpictureswerepostedontwi\er

@scearley - Blocking signs are old tunnel warning signs. Will remove once we are sure the new ones work. learn more: http://bit.ly/RAtlt


ToolsWeUse• Whatisthevalueofyourtwi\eraccount?▫  Twi\erGrader▫  Twi\erCounter▫  TweetStats

•  ACorporatewaytoTweet▫  CoTweet ManagemulApleaccountswithonetool  ClickTracking–bit.ly

•  DesktopApplicaAons▫  TweetDeck▫  Twhirl

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BestPracAces–ExtremelyPersonal

•  Peoplerelatetothisbrandbecausetheycanbefunandpersonalwithit

•  Tony,theCEOofZappos,tweetspersonaltweetsaswellasbusinesstweets.

•  TheTwitPicoftheirtweetstreamhereisoff…▫  Thispicturegot79retweets!

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Whonottotweetlike?

•  Thereare3levelsofengagementinTwi\er▫  Contentpusher(usuallyonlyworksifyou’reanewssourcelike@CNNbrk)▫  Contentpusher+somefunpicturesandmoreengagingtweets▫  @replypeoplewhenateammembergetsachance+abovecategories▫  Highlyengagingtweets(quesAonsandcontestsandcontentandpics)+@replyingeveroneinaquickfashion

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ChannelBackground

•  133,000,000–numberofblogsindexedbyTechnoraAsince2002

•  346,000,000–numberofpeoplegloballywhoreadblogs(comScoreMarch2008)

•  900,000–averagenumberofblogpostsina24hourperiod

•  77%‐percentageofacAveInternetuserswhoreadblogs

• Whetherit’slargeorsmall,there’saconversaAonvenueouttheretalkingaboutyourbrandoraboutyourspace

Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/



•  BlogandForumstrengths▫  Equallybalancedbetweenmessagingandlistening▫ Measurabilityisenhancedthroughlisteningtools▫  AbilitytocreateandculAvateabrandculture▫  Die‐hardgroupsalreadydedicatedtoyourbrandorspace

•  BlogandForumweaknesses▫  Die‐hardgroupsopposedtoyourbrandorspace▫  TheblogospheregrowsexponenAally(hardtocontain)▫  Onceyourmessageisoutthere,it’soutthere


BlogPlayorms

• www.wordpress.com• www.blogger.com•  Also:www.squarespace.com

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TipsandTricksforYourFirstBlog

•  Registerandbuildwithadifferentnameandemail•  Test,write,test,write,play•  Bloggingissupposedtobeafunwaytoshareyourthoughts.Ifit’snotfun,don’tdoit.

•  Buildablogrollthatshowsoffyourfavoriteblogs•  Commentonotherpeople’sblogswhentheywritesomethinginteresAng

•  Linktootherblogsyoulikeandprovideabriefsynopsisoftheirstory.

• MakesuretonamephotoswithproperSEOtags:i.e“AndyBoyer@SoundersGame,”not“DSC_0043”

•  Lookatotherpeople’ssourcecodetofigureouthowtheydidsomethingyouwanttotry.

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SpringCreekGroup


LinkedIn


ChannelBackground

•  LinkedInisaprofessionalnetwork;individuals,organizaAons,companiesandgroupscanuseLinkedInasaneffecAveengagementtool.

•  Thisagreattoolforboardsandvolunteerstoorganize,memberstohavediscussiongroupsandawayforyourorganizaAontoparAcipateinacommunityofsimilarorganizaAonsbyaskingandansweringquesAonsaboutyourprogramsorforindustry‐relatedissues.LinkedInhasveryhighSearchEngineOpAmizaAon,socompanyandprofessionalprofilesshowhighresultsinGoogleorBingsearchresults.


ChannelBackground

•  Thechannelisprimarilyusedbyprofessionalindividuals:creaAngprofilesforcareerdevelopment,engagingingroupsanddiscussions,posAngquesAonandanswersanddevelopingrelaAonshipsthroughcareeradvice.

•  LinkedInworksonanetwork‐thosewhoyouknowandareconnectedwithare1stdegree,thepeopletheyknoware2nddegreeandthepeoplethosepeopleknoware3rddegree.Thegoalistobeconnected,shareandreceiveinformaAon


Trends•  LinkedInisaglobalnetworkofover42millionprofessionalsfromeverycountryaroundtheworld,withapproximatelyhalfoftheourmemberbaseoutsidetheUnitedStates(h\p://blog.linkedin.com/page/2/)

•  Linkedin’saudiencehasshi_edyounger,withthe18‐24,and25‐35yearoldsegmentsbothgrowingbynearly15%.ThiswasalsoduringaperiodofmassiveoverallsitegrowthdrivenatleastparAallybyaninfluxofyoungervisitors.

•  Nearly90%ofallLinkedIn’sTrafficis55oryounger.(Compete)•  AsofMay2009LinkedInhasmorethan40millionmembersandmorethan300,000usergroups.(h\p://blog.linkedin.com)



•  Channelstrengths▫  Connectwithprofessionals▫  Haveasenseofauthority▫  Highlytransparent‐engagementislinkedtoprofessionalprofiles▫  Highsearchvisibility▫  Strongresearchtool▫  GoodformessagepromoAonandlisteningandmonitoring▫  VanityURL’savailable

•  Channelweaknesses▫  Weaknesses▫  Standardpagesetupnotopen

tobranding▫  Companyprofileshavelimited

applicaAons(comparedtoindividualprofiles)

▫  GroupprofileshavelimitedapplicaAons(comparedtoindividualprofiles)

▫  Nobuiltinmeasurementtools

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Tips

• UseprofessionalcommunicaAoneAque\e• Useindividualprofilestobroadcastblogs,reflectbrand,conductoutreach

•  PostquesAons,answerquesAonsandupdateyourdiscussionregularly‐bybeingacAveyouwillbeconsideredknowledgeable

•  BeauthenAc–thissiterequiresmoretransparencythanmostduetotheprofessionalrelaAonshipoftheconnecAons,beauthenAc

•  Buildyourprofiletothefullestcapacity‐itwillrankhighinSearch


BestPracAces–Microso_Office


BestPracAces–NWEN


OtherSocialMediaChannelsandToolstoExploreandPlayWith

Someofthesemayworkforsomepeopleandnotothers.It’sallpersonalpreference.

•  Slideshare.net•  Flickr.com•  Biznik.com•  Ning.com• Wetpaint.com•  Naymz.com•  GoogleProfile•  GoogleAlerts•  TweetDeck

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Twitter & Facebook For Dummies