• Managed Broadband Solutions– Alpharetta, Georgia– Serve independent ISPs– Network Management– Branded Internet Services– 24/7 End User Support

• Data• Video• Voice

About Us

• Connecting Our Communities– Minot, North Dakota– Largest co-op in the state:

• 200+ employees• 48,000+ customers

– Network:• Copper• Fiber optic• Wireless• 12 on Board of Directors

(Newman-Eng)• 2007 Legislative Blog• 2009 Legislative Twitter

About Us

Agenda

• What is it?

• How does social media affect telcos?

• Will it help you get - and keep - customers?

• What goes into a social media strategy?

• Who else is doing it?

What is social media?Web 1.0Web 2.0

What is Social Media?

• Social media describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media, thus facilitating conversations and interaction online between groups of people.

Understand the Groundswell7

“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”

groundswell.forrester.com

Social Media = Cocktail Party

• People-centric

• No time or space constraints

• Engage in public & private conversations

• Share content– Profiles – 48% of Americans over age of 11– Experiences

Social Media Adoption

• How long did it take to reach 50 million users?– Telephone: 74 years– Radio: 38 years– Personal Computer: 16 years– Internet: 2 Years– Blog: 1 year

Everybody’s New at This

Usage Among Small Businesses

What’s in it for my business?

How does social media affect telcos?

Outbound Marketing is Broken

Inbound Marketing Strategies

16

17

Wikipedia is driven by a global community of more than 150,000 volunteers—all dedicated to sharing knowledge freely. Over almost eight years, these volunteers have contributed more than 11 million articles in 265 languages. More than 275 million people come to our website every month.

Do consumers use social media?

• 57% join  social networks

• 39% subscribe to  RSS feeds

• 83% have viewed a  video online

• 73% read a blog

The Social Technographics™ Ladder

19

Inactives neither create nor consume social content of any kind

Spectators consume social content including blogs, user-generated video, podcasts, forums, or reviews

Joiners connect in social networks like MySpace and Facebook

Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com

Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.

Creators make social content go. They write blogs or upload video, music, or text.

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Expected Sources of Leads

What is social media marketing?

Social Media Marketing is NOT...

... a silver bullet

... about selling

... free

... to be out-sourced

Social Media Marketing IS...

... integrated with overall marketing strategy

... based on content and conversation

... focused on providing service

... intended to build relationships & encourage sharing

Growth Through Social Media

Global Top Internet Sites (Reach)

251. Google 43%

2. Facebook 33%

3. Yahoo! 27%

4. YouTube 23%

5. Live 16%

6. Wikipedia 13%

7. Blogger 12%

8. MSN 11%

9. Baidu.com 9%

10.Twitter 7%

http://www.alexa.com/topsites/

1. Google2. Facebook3. Yahoo!4. YouTube5. Wikipedia6. Craigslist7. Blogger8. eBay9. Twitter10. Amazon

MySpace 20 25 April 2010

Customer Acquisition by Channel

Blogs

• Easy to update• Indexed quickly by

search engines• Attract inbound links• Build email & RSS

subscribersResources:• Blogger.com• Wordpress.com• Wordpress.org

YouTube

• Video demos• Vlogs• Interviews• News• Brand Messages• Share and comment

on videosResources:• Flip.com• Screencast.com• Google.com/

support/youtube/

Facebook

• Start conversations• Generate feedback• Status updates• Photos• Videos• Links

Resources:• Facebook.com/

Advertising

Why Facebook Matters

30

Marketing @ Facebook31

Million+ Fans

1. Coca-Cola

2. Starbucks

3. Disney

4. Victoria's Secret

5.  iTunes

6. Vitaminwater

7. YouTube

8. Chick-fil-A

9. Red Bull

10.T.G.I. Friday’shttp://www.thebigmoney.com/slideshow/big-money-facebook-50-0

Twitter

• 140-character Microblog

• Tweet specials & updates

• Customer service

Resources:• Twitter.com/Twitter101

• Tweetdeck• Hootsuite.com• WeFollow.com

Who’s using social media?

ShenTel on LinkedIn

San Bruno Cable TV on YouTube

Comcast on Twitter

How did they do it?

Social Media Marketing Strategies

• Components– Purpose & Goals– Listen– Engage– Influence– Measure

Purpose & Goals

• Increase awareness– Brand– Product

• Attract customers• Increase customer

satisfaction• Build community

• SMART Goals– Specific– Measurable– Attainable– Realistic– Timely

Listen

Engage

• Set Social Media Policy

• Select channels• Define time &

responsibilities

• Get Found– Optimize– Publish– Promote

Influence

• Nurture Connections• Conversations

• Convert– Landing pages– Subscriptions– Offers

Measure

• Test• Measure• Analyze• Repeat

• Tools– Google Analytics– YouTube Insights– Facebook Insights– bit.ly

Show Your “Face” in Social Media:Case Studies

Brantley Telephone Company

• Rural south Georgia ILEC

• Goals:– Reinforce relationships– Drive web traffic

Brantley Telephone Company

SRT Communications

Facebook Page

49

According to Facebook

• 25,300 Facebook users live within 50 miles of Minot, ND (age 18 and older)

• 30,000 Facebook users live with 50 miles of Fargo, ND who graduated from college

• 212,000 Facebook users live in ND 18+

365,400 Facebook users live in Manitoba (age 18 and older)

297,540 Facebook users live in Saskatchewan (age 18 and older)

Personal or Organizational

YouTube Channel

What’s Next?

• Of the marketers surveyed for the2010 Social Media Marketing Report:

– 80% plan to increase use of Facebook– 81% plan to increase use of blogs– 73% plan to increase use of YouTube– 71% plan to increase use of Twitter

Five Themes

• Know Your Environment

• Understand the Groundswell

• Consider Crowdsourcing

• People Know Best

• Listen, Learn, Lead

Consider Crowdsourcing53

Crowdsourcing is the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.

6 Things for Tomorrow

• Google

• Facebook

• YouTube

• Blog

• Twitter

• Wikipedia

We welcome your questions.

Download the eBook:http://blog.zcorum.com/2010/06/ebook-show-your-face/

Contact Us

Tom SeymourBoard of Directors

SRT Communications

(701) 858-3307

seymour@srt.com

twitter.com/SenTomSeymour

youtube.com/SRTGuys

Rick YuzziVP - Marketing

ZCorum

(678) 507-5000

ricky@zcorum.com

twitter.com/RickYuzzi

twitter.com/ZCorum

youtube.com/ZCorum

facebook.ZCorum.com

blog.ZCorum.com