H&H Web Management Round Tableou d ab eJune, 2010

People search

And so do journalists"I h i d 25 000 il t it h th l t t"I have received over 25,000 email story pitches over the last two years. Products. Solutions. Tech innovations, etc.

H lt d i t i ?How many resulted in stories?

None.

I go to the web and search for information on the topic I want to do a story on.”

David Meerman ScottEdit f E C t t M i d P ti M k ti M iEditor of E-Content Magazine and Pragmatic Marketing Magazine#1 Best-Selling author of The New Rules of Marketing and PR.

This is where people click

From portals >search engines >social media

85% f fi i l i f i l d 50 tili i i l

They also use social media85% of financial services professionals under 50 are utilizing social media LederMark Communications

58% of institutional investors and sell-side analysts in the US and Europe believe new media will become more important in helping p p p gthem make investment decisionsBrunswick Group

The channels journalists analysts and The channels journalists, analysts and investors use

Wikipedia 75 %LinkedIn 24 %LinkedIn 24 %Other 22 %YouTube 19 %YouTube 19 %Facebook 11 %Twitter 6 %e 6 %iTunes 6 %Digg 5 %ggFlickr 2 %Scribd 2 %Technorati 2 %Slideshare 1 %

Source: Hallvarsson & Halvarsson Webranking 2010

People want a conversationPeople want a conversation– at least with each other…

About you!

Conversations are going on hereConversations are going on here

When people converse, we should listen

Two reasons one should be serious about Two reasons one should be serious about social media

People search and what comes up in Google is often contentPeople search and what comes up in Google is often content from social media

P l i l di t t i f ti di tlPeople use social media to get information directly

But 5 % of listed companies in Sweden But 5 % of listed companies in Sweden have reputation problems

TradedoublerBlBlog

Blog

NordeaBl /fBlog/forum

EniroF b kFacebook

Bah, we willmiss the concert!concert!

Ok let himOk, let him tell the world how bad we

are…

Google likes social mediaG d i k d i i l i h i URL dGood at using keywords in titles, in anchor texts, in URLs and in meta data

Good at using search engine friendly permalinks

Encourage people to share and link to social objectsg p p j

Frequently updated

Hi h ffiHigh traffic

The corporate sphere

Google is like an onion

Several different SERPs*

Logged in

*Search Engine Result Page

Content

B i bl i h hOff site estatesOn sitePromotion

Basic blueprint the corporate sphere

NewsletterRelevant share options

Off site estatesOn sitePromotion

Images

Social NewsroomArticlecore

keyword

p

PR Services

RSS

Movies

Our Blogs

keyword

Search friendly permalinksRSS

RSS

Notifications

Presentations

Our RSSTrackbacks

Notifications

Documents

LinkedIn Group

Other BlogsRelated articles within

ke ord cl sterRSS

NotificationsPodcasts

Other Blogs

Wikipedia

keyword clusterRSSApplications

Dominant

How others have doneHow others have done

35% f F t 500 i h T itt t35% of Fortune 500 companies have a Twitter accountThe Center for Marketing Research at the University of Massachusetts Dartmouth

79% of the top 100 companies in the Fortune Global 500 index are79% of the top 100 companies in the Fortune Global 500 index are using at least one of the most popular social media platforms: Twitter, Facebook, YouTube or their own corporate blogs, , p gBurson-Marsteller Fortune Global 100 Social Media Study

97 % more inbound links for companies 97 % more inbound links for companies that blog

Source: Hubspot

434 % more indexed pages for companies 434 % more indexed pages for companies that blog

Source: Hubspot

Shareability is important44% f th i li th t th ibilit44% of those consuming news online says that the possibility to share news through email or social networks is an important factor when choosing among different news sourcesimportant factor when choosing among different news sources

It’s the next most important factor for 18 – 29 years old. Most important is links to related materialimportant is links to related material.

People do share – and the news finds them75% f l di li t th b il75% of people reading news online get the news by e-mail or social networks

52% share news

51% of people using social networks get news every day from people they are connected with

Source: Pew Internet & American Life Project

Vid b tVideos aboutResearch

New products

E tEvents

Education

Corporate Social Responsibility

P d t b tPodcasts aboutTips & tricks about photography

Inspiration & knowledge from photographers

Ab t K d k’ k tiAbout Kodak’s own marketing

Financial information / Investor relations

Research & Innovation

Twitter is social media is news media+85% f th t di t i T itt+85% of the trending topics on Twitter are news

An average tweet that is retweeted reach 1000 users. No matter how many follower the original user have

Mid-distance to all people on Twitter is four stepsSource: Haewoon Kwak, Changyun Lee, Hosung Park och Sue Moon

Twitter is social media is news media

Does your bossstill think this is mumbo jumbo?j

Traditional measuring

New measuring

New measuring++

Traditional measuring=

Results by social media effortsResults by social media efforts

Where to start?

Start to monitor now

Then ask yourself six simple questions

11. What’s our overall objective?

2 How do I support that with the work I’m doing?2. How do I support that with the work I m doing?

3. How do I measure success in the work I’m doing?g

4. Then – what are my objectives?

5. What need does my target group and stakeholders have?

6. Then – what does the brief look like?

Then fire up the rocket & start being Then fire up the rocket & start being creative

Time to act!

Thanx!Thanx!bjorn.alberts@halvarsson.se

Google: “björn alberts”