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get social Sam Levin 9.16.2009 1 Wednesday, September 16, 2009
get social
Sam Levin9.16.2009
1Wednesday, September 16, 2009
social media is not...
Global dominance
Quick riches
Cure/panacea to ailments
Derail competition
2Wednesday, September 16, 2009
yet, social media is about...
engaging with audiencebuilding conversationscreating a voicetapping into the next generation of mobile consumers
3Wednesday, September 16, 2009
ready for (social) upgrade...
4Wednesday, September 16, 2009
awareness >buzz>leads: sales!
(ie: Retail Store iPhone launch)
5Wednesday, September 16, 2009
placed within syndicated shows
6Wednesday, September 16, 2009
brands>conversation<interaction
online radio, social media, iPhone affinity sites
ppMinute
7Wednesday, September 16, 2009
placed/tagged onto photo sites
8Wednesday, September 16, 2009
brand positioning/voice
iPhoneDeveloperCamp2
Teens In Tech Conference
iPhoneLive9Wednesday, September 16, 2009
Retailers join consumers in the online conversation
Consumers' use of social media is altering
the way they make purchase decisions. To
stay relevant, retailers must determine how
to incorporate social media, such as social
networks and blogs, into their marketing
strategies.
social media and shopping
To stay relevant, retailers must determine how to incorporate social media, such as social networks and blogs, into their marketing strategies.
10Wednesday, September 16, 2009
social network user demographicSocial Network User Demographics
Adults constitute the bulk of social networkers, but use still skews young.The share of adult Internet users who have a profile on an online social network site has more than quadrupled since 2005, from 8% to 35%, according to a November–December 2008 Pew Internet & American Life Project survey.
Pew said adults still make up the bulk of social networking site users. But younger online adults were much more likely than their older counterparts to use social networks, with three-quarters of those ages 18 to 24 using the sites, compared with just 7% of Internet users ages 65 and older.
The share of adult Internet users who have a profile on an online social network site has more than quadrupled since 2005, from 8% to 35%...
11Wednesday, September 16, 2009
“That's a devastating statement for traditional
advertising, but it also shows
how powerful a marketer who is deeply
immersed in social media is finding it to be...”Chris Curtinvice president of digital strategy for Hewlett-Packard
What we would like to do is dial back on our paid media in favor of social channels.
“”
12Wednesday, September 16, 2009
“...Blogs had the highest rate of engagement, with 54%
of the US Internet user base consuming this content.
Social network users made up 41.2% of the US Internet
population in 2008, while user-generated video viewers
represented 36% of users. Wiki content was consumed
by approximately 34% of US Internet users...”
eMarketer, Jan 2009
13Wednesday, September 16, 2009
how it works
Twitter; What’s the deal?
14Wednesday, September 16, 2009
social media = the multiplier effect
connecting with key influencers
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tweetreach = real world tracking6/9/09 12:07 PMTweetReach: Results for western digital tweetup
Page 1 of 4http://tweetreach.com/reach?q=western%20digital%20tweetup
western digital tweetup Go »
Use something distinctive you've tweeted like a phrase, url, or hashtag. Help...
Your Twitter profile goes here!
Boost your Twitter popularity by promoting your profile on dozens ofTwitter applications. Click here to become a Featured User.
Become a sponsor at FeaturedUsers.com
Tweet Types Exposure: 72,777 Impressions
Each pie slice shows how many people saw how many tweets
Impressions Contributed by22 Twitterers
danielbru 25,974
lauralovesart 19,326
kyeung808 7,348
krystyl 5,874
clairesays 3,368
adamjackson 2,977
sukhjit 1,996
yoadrienne 1,345
samlevin 919
letsgoduke 695
MarieADomingo 686
on3nightstan 489
YorkandChapel 477
Jennicricket 469
travismurdock 241
teddysf 201
jasonmancebo 159
secretsushi 106
ronhose 88
greerwesterink 25
TweetReach for western digital tweetup
Reached 21,812 people via 36 tweetsSearching a maximum of 50 tweets
Tweet These Results
kyeung808: Pics from last night's tweetup at Rickshaw Bagworks w/WesternDigital http://bit.ly/2TQQhD #wdtv @wdtweetup4 days ago
Jennicricket: headed to 22nd st for western digital tweetup, hope there's food.5 days ago
on3nightstan: At the Western Digital Tweetup at Rickshaw Bagworks. Freepizza? Yes plz.5 days ago
jteiser: @ Rickshaw Bagworks @ a Western Digital tweetup organized [email protected] days ago
lauralovesart: we have lift-off! on my way to Western Digital WD TV HD MediaPlayer Tweetup at Rickshaw Bagworks! see you there????5 days ago
kyeung808: On my way to Rickshaw Bagworks for Western Digital tweetup.This takes me 1hr commute time??5 days ago
16Wednesday, September 16, 2009
FordChevroletGMChicago BullsJet BlueHertzSouthwest Airlines
ComcastZapposDELLLuxor HotelMarriottCarnival Cruises
Mashable, Feb 2009
sampling:
40 of the Best Twitter Brandsand the People Behind Them
17Wednesday, September 16, 2009
corp/followers
DIGG 100kRobert Scoble 95kGuy Kawasaki 170kWine Library 35kDaniel Brusilovsky 5k
TechCrunch 30k1938 media 7kGeekBrief TV 50kZappos 1.2M
BusinessWEEK, Jan 2009
the best chief executives are nothing if not efficient and what’s more efficient than 140 character memos?
18Wednesday, September 16, 2009
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“these days not havingan iPhone App is like not having a URL”
20Wednesday, September 16, 2009
30 million iPhones1B downloads70,000 Apps
21Wednesday, September 16, 2009
• leverage iPhone community/co branding opportunities
• use iPhone as a viral weapon
22Wednesday, September 16, 2009
7 ways to go viral
Connecting Ideas with Audiences SECRETS TO EFFECTIVE INTERNET MARKETING 02.26.09 page 6
waysto go viral
1. Communication Messaging within communities and networks has driven virality for companies like Skype, Facebook, MySpace, and even Fax machines. Since you can’t communicate with others who have the tool until you get it, communication works to drive virality where the medium requires some sort of membership.
2. Invitations Make it easy for users to invite all their friends. Give the membership reasons to send messages to friends for something other than invitations to join. Possibly even make it hard for them not to. Email, IM, VM and community apps.
5. UGC User generated content can result in high levels of traffic and drives results in organic search. YouTube, Wikipedia and Yelp are probably the best examples of this.
6. Emotional Connections Countless Facebook and OpenSocial applications have taken advantage of surveys, comparisons and other fun games designed to drive virality. Big growth can be realized from getting users to input some data and gave them information about themselves (whether it be an IQ test, which sort of Superhero you are, or contact info on old friends).
7. Paid There have been several businesses that successfully grew by paying both new and inviting users. The economics can make this more difficult for media models than commerce models. However, it can drive a lot of new adoption and did for AllAdvantage and Paypal.
4. Platforms Consider Ebay: perhaps the best example of a strong franchise where use of a platform drives further adoption in a virtuous cycle. Get your users to do something that involves others in a way that engages them to use the platform. Then get them involved in building the community.
3. Widgets Reid Hoffman refers to this as “invading a community”. Rockyou, Slide, Photobucket and a host of others have done a great job here. Increased penetration in an existing community makes it more likely that a new user will see one of your widgets and want to get something similar. Increasing returns to scale means that the big get bigger faster. The challenge here is in effectively seeding distribution of widgets amongst opinion leaders and early adopters etc.
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who/what to read
• Web Strategy, Jeremiah Owyang: http://www.web-strategist.com/blog
• Smartbrief on Social Media: http://smartblogs.com/socialmedia/category/social-media-101
• eMarketer: http://www.emarketer.com
• She’s Connected: http://shesconnectedmultimedia.com
• Social Media Insider: http://www.mediapost.com/
• Alltop, Guy Kawasaki: http://social-media.alltop.com/
24Wednesday, September 16, 2009
news and events
Connecting Ideas with Audiences SECRETS TO EFFECTIVE INTERNET MARKETING 02.26.09 page 7
News and Events1. Pre-seed credibility with coverage by leading tech press.
2. Create pre-launch buzz.
3. Get reviews by early adopters and key influencers.
4. Blogger sites, both grass roots consumer and broadly
relevant industry opinion makers.
5. Create links from stories and discussion groups from
media to build on search results.
6. Build worldwide audience numbers through influencers.
7. Find a voice with consumer-oriented mainstream media.
8. Founder interviews build credibility and funding options.
25Wednesday, September 16, 2009
social media: strategy and process
Setting up the Process and Plan
6-12 month Plan
Increase visibility across social networks to drive
awareness, traffic to web site, partner sites, lift demand
>Pick Key Products from your products/services
>Identify/Understand Messages/Audience
>Create Tactical Plan to Achieve Results
>Measure Effectiveness, Refine and Evolve
26Wednesday, September 16, 2009
ideas
• Social Media Focused: Twitter, Facebook, YouTube, Ning, flickr, etc
• tap into iPhone community
• Coordinate w/MarCom (PR/Events/Ads) - eNewsletter, Blog, SMS, Partner (Retailer) Communication
• additional in kind sponsorships, Tweetups
• attending trade events and marketing with related companies
27Wednesday, September 16, 2009
get social
2009streams, blogs, interactive engagement
=active & passionate consumers
28Wednesday, September 16, 2009
get socialtwitter.com/samlevin
facebook.com/sammylevin
samlevin.com
linkedin.com/in/samlevin
youtube.com/samlevin
ichat/aim/tokbox: samlevin29Wednesday, September 16, 2009
