By Chris Kieff

*Intro to Social Media Day 1

*Day 1 Agenda

*What is Social Media and why do you care about it?

*General SM Overview

*Major SM site Overview

*The Goal of Social Media Marketing

*Best Practices

*SM Site SWOT

*Influencers

*Buzz Word Bingo

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*What is Social Media?

Image: The Conversation Prism by Brian Solis

• Content• Opinions• Reviews• Insights• Experiences• Perspectives• Media• Interaction & Dialog

A social network is a web-based service that provides ways for users to interact, such as file sharing, blogging, and discussion groups, to build communities of people who have common interests. Reference: Wikipedia.

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*Why Do You Care about SM?

* Eyeballs

* Access

* Results

*Who and How Often?*#1 23-35 y.o.*#2 36-49 y.o.

*62% of users are older than 35

*About 50% of women and 40% of men use some form of social media- weekly

Age of SM users 2008 & 2010

SOURCE: Pew Research Center Internet & American Life Social Network Site Survey

*How and How Often?

Internet users in the United States spend 906 million hours visiting social media sites including social networks and blogs - PER MONTH

*Major Social Site Overview

Members US Mbrs. Male % Female % Age Limit

Facebook 750MM 155MM 45% 55% 13+

YouTube 490MM 200MM 55% 45% Open

Twitter 200 MM 100MM 43% 57% Open

LinkedIn 75MM 36MM 54% 46% 18+

Flickr 51MM (64) 55% 45% 13+

MySpace 50MM (112) 20MM 36% 64% 13+

LinkedIn only 18+ of the major social networks in US.LinkedIn, YouTube & Flickr are only male dominated social networks in US.

*Social Media Sites

• Facebook has remained the predominate social media site of choice• The growth of Twitter and Facebook has remained relatively

unchanged over the last year

Top Social Media Sites

Facebook YouTube Twitter LinkedIn

Male

Female

18-34

35-54

55+

How Often People Visits Social Sites

*Significant SM Factors • Facebook surpassed Google to

become the single most visited website for the week ending 3/13/10. Facebook's traffic was up 185% YoY.

• Facebook was the third most-visited destination of Internet users over 65, following Google and Windows Media Player, according to a November survey conducted by The Nielsen Company.

*Quasi-Social Networks

*YouTube

*Huge traffic- tiny community, little interaction

*Amazon, eBay, Yelp

*Huge traffic- small community, questionable motives

*Wikipedia

*Huge traffic- tiny community of participants

*The Goal of Social Marketing

To identify advocates in social media.

Engage and build relationships with them.

Enable them to spread your message virally.

*Social Media Best Practices

* General Best Practices* Be where the customer is-

don't ask them to come to you* Cross Link all Social Platforms* Include links in all marketing collateral, email, web* Interaction is key- reward it = RESPOND* Dialog vs. Monologue* Interesting and inventive* Regular Updates (weekly min.)* Personality* Moderating - limited* Don't just publish PR* Vanity URLs & shorteners

*SWOT

*Strengths:

* characteristics of the business or team that give it an advantage over others in the industry.

*Weaknesses:

* are characteristics that place the firm at a disadvantage relative to others.

*Opportunities:

* external chances to make greater sales or profits in the environment.

*Threats:

* external elements in the environment that could cause trouble for the business.

* Definitions from Wikipedia

*Facebook SWOT

*Strengths-

*Huge 700MM+

*Advertising targeted by demographic

* Frequent Visits

* Time on site

*Weaknesses-

* Privacy concerns

*Mobil updates

* Scams/shams/viruses

*Restrictive towards businesses

*Opportunities-

*Viral amplification of your messages

* “Like/Recommend” buttons, on your websites

*Customer Service on FB

*Threats-

*Changing rules with little or no warning

* Possible legal or other restrictions in the future

*Viral bad news

*LinkedIn SWOT

*Strengths-

* Largest Business Only Site

*Allows you to download a list of emails

*Robust company searches

*Recommendations

*Weaknesses-

* Low activity for many members

* Lots & lots of recruiters

* Poor C-suite connections

*Buggy

*Opportunities-

*Good active groups

*Q&A (weaker)

*Company pages

*Threats-

*Facebook’s Q&A

*Twitters reach

*Quora.com

*Twitter SWOT

*Strengths-

*High influencer and press membership

*Searchable

*Open

*Weaknesses-

*Evaporating media

*High volume, noisy

*Difficult to get noticed

*Spam

*Low stickiness

*Low new user retention

*Opportunities-

*Connecting with thought leaders

* Influencers, and journalists

*Threats-

*Spam

*Google/Facebook technologies

*Evaporating media

*ADD

*YouTube SWOT

*Strengths-

*Huge

*Second largest search engine,

*Branded business channels

*Excellent for posting your videos to use elsewhere

*Weaknesses-

*Low community

*Low interactivity

*Opportunities-

*Good videos can go “viral”

*Video is growing

*Video is excellent for selling explaining and training

*Threats-

*Google owns it

*Blip.tv, Dailymotion, metacafe, brigthcove…

*User’s Bandwidth

*Advertising

*Influencers & SM

* Identify influencers – Google, Technorati, AllTop

• A Listers get ideas from B Listers.* Stalk them:

• Follow on Twitter, friend on Facebook & MySpace, link to on LinkedIn- Go where they are.

* Not all at once, over a week or two

• Look for pitching instructions! Don't follow them* Suck up to them:

• Read their blogs/articles and post comments

• Recommend their articles publicly (Twitter, LinkedIn...)

• Repeat their messages on Services (RT)* Schmooze them:

• Pitch your story with references to their earlier work

*Buzz Word Bingo

* Transparency* Authenticity* Engagement* AstroTurf* Flogging

*Lab Time

*Joining Facebook (if necessary)

*Joining the class Facebook Group