Date post: | 06-May-2015 |
Category: |
Technology |
Upload: | cheryl-bella |
View: | 1,072 times |
Download: | 1 times |
Presented at the 2009 Independent Photo Imagers Members Presented at the 2009 Independent Photo Imagers Members Meeting & Trade Show by Cheryl Bella Meeting & Trade Show by Cheryl Bella
Social Media:Social Media:Opportunities & Opportunities & ChallengesChallenges
Debunking Myths – Social Media Debunking Myths – Social Media . . .. . .
►Doesn’t cost anythingDoesn’t cost anything
►Must be used by EVERY company that Must be used by EVERY company that wants to be successfulwants to be successful
► Is all the marketing I needIs all the marketing I need
Real BenefitReal Benefit
Provides a new way to engage Provides a new way to engage and communicate with your and communicate with your
customerscustomers
Examples of Social MediaExamples of Social Media
►BlogsBlogs Corporate, PersonalCorporate, Personal Typepad, Wordpress, iWeb, etc.Typepad, Wordpress, iWeb, etc.
►Social Networking SitesSocial Networking Sites Facebook, MySpace, LinkedIn, Plaxo, Facebook, MySpace, LinkedIn, Plaxo,
etc.etc.
►Microblogging SitesMicroblogging Sites Twitter, Plurk, etc.Twitter, Plurk, etc.
Examples of Social MediaExamples of Social Media
►Pod and Video CastsPod and Video Casts YouTube, Veoh, Vimeo, etc.YouTube, Veoh, Vimeo, etc.
►Photo Sharing SitesPhoto Sharing Sites Flikr, Photobucket, Zoomr, etc.Flikr, Photobucket, Zoomr, etc.
►WikisWikis Wikipedia, wikiHow, industry- company-Wikipedia, wikiHow, industry- company-
specificspecific
Examples of Social MediaExamples of Social Media
►Forums, Ratings, ReviewsForums, Ratings, Reviews Yelp.com, Rotten Tomatoes, Trip Yelp.com, Rotten Tomatoes, Trip
Advisor, etc.Advisor, etc.
►TagsTags Delicious.com, Digg, Stumble Upon, etc.Delicious.com, Digg, Stumble Upon, etc.
►Virtual WorldsVirtual Worlds Second Life, There.com, etc.Second Life, There.com, etc.
►Aggregating SitesAggregating Sites Netvibes, Pageflakes, etc.Netvibes, Pageflakes, etc.
What Tools Have in CommonWhat Tools Have in Common
►Using technology for social interaction Using technology for social interaction – sharing & discussing– sharing & discussing
►Provide opportunities to build online Provide opportunities to build online communitiescommunities
► Incorporate or are based on user-Incorporate or are based on user-
generated contentgenerated content
Social Media MustSocial Media Must
► Include your customers in the Include your customers in the discussiondiscussion
►Add valueAdd value
►Be integrated into your current Be integrated into your current marketing effortsmarketing efforts
These may be Web 2.0 These may be Web 2.0 tools but the same tools but the same
basic Marketing 101 basic Marketing 101 rules applyrules apply
SurveySurvey
►Read blogs, watch videos, read Read blogs, watch videos, read ratings & reviewsratings & reviews
►Have a social networking pageHave a social networking page►Use RSS feeds, add tags to Web Use RSS feeds, add tags to Web
pages or photospages or photos►Post ratings or reviews, comment on Post ratings or reviews, comment on
blogs, add to online wikisblogs, add to online wikis►Publish a blog, upload & share Publish a blog, upload & share
videos, write & publish online at least videos, write & publish online at least monthlymonthly
Social Technographics LadderSocial Technographics Ladder
Publish & uploadPublish & upload
Post ratings & reviews, Post ratings & reviews, comment on blogscomment on blogs
Tag pages, use RSS feedsTag pages, use RSS feeds
Have social networking pageHave social networking page
Read and watchRead and watch
From Groundswell, Charlene Li & Josh Bernoff
Forrester Forrester ResearchResearch
- Charlene Li- Charlene Li
- Josh Bernoff- Josh Bernoff
GroundswellGroundswell
http://www.forrester.com/Groundswell/book.htmlhttp://www.forrester.com/Groundswell/book.html
Profile of Online US AdultsProfile of Online US Adults
►Creators – 21% (up from 18% in 2007)Creators – 21% (up from 18% in 2007)►Critics – 37% (up from 25% in 2007)Critics – 37% (up from 25% in 2007)►Collectors – 19% (up from 12% in 2007)Collectors – 19% (up from 12% in 2007)► Joiners – 35% (up from 25% in 2007)Joiners – 35% (up from 25% in 2007)►Spectators – 69% (up from 48% in 2007)Spectators – 69% (up from 48% in 2007)► Inactives – 25% (down from 44% in Inactives – 25% (down from 44% in
2007)2007)
From Groundswell, Charlene Li & Josh Bernoff; 2008 figures from http://www.forrester.com/Groundswell/
Interesting Facts & FiguresInteresting Facts & FiguresMen & Women 18-27 yrs oldMen & Women 18-27 yrs old
From Groundswell, Charlene Li & Josh Bernoff
0
10
20
30
40
50
60
Creators Collectors Joiners Inactive
Men
Women
Interesting Facts & FiguresInteresting Facts & FiguresAlpha Moms & U.S. AdultsAlpha Moms & U.S. Adults
From Groundswell, Charlene Li & Josh Bernoff
0
10
20
30
40
50
60
Creators Critics Spectator
Alpha Mom
U.S. Adult
Interesting Facts & FiguresInteresting Facts & Figures
Small Business Owners (2007)Small Business Owners (2007)►25% were Creators (vs 18%)25% were Creators (vs 18%)►31% were Critics (vs 25%)31% were Critics (vs 25%)►17% were Collectors (vs 12%)17% were Collectors (vs 12%)►24% were Joiners (vs 25%)24% were Joiners (vs 25%)►53% were Spectators (vs 48%)53% were Spectators (vs 48%)►38% were Inactive (vs 44%)38% were Inactive (vs 44%)
From Groundswell, Charlene Li & Josh Bernoff
Podcast Facts & FiguresPodcast Facts & Figures
►Americans who downloaded & listened Americans who downloaded & listened to audio podcast – up from 13-18%, to audio podcast – up from 13-18%, 2007-20082007-2008
►More likely to have college degreeMore likely to have college degree►Household income > $75K/yearHousehold income > $75K/year►53% of podcast listeners are men; 53% of podcast listeners are men;
47% women47% women
From Edison Research, The Podcast Consumer Revealed 2008
Podcast Facts & FiguresPodcast Facts & Figures
►Comfortable watching TV through non-Comfortable watching TV through non-traditional meanstraditional means
►Active online purchasersActive online purchasers►Resistant to unwelcome advertisingResistant to unwelcome advertising
From Edison Research, The Podcast Consumer Revealed 2008
Interesting Facts & FiguresInteresting Facts & Figures
Older Americans, 52-62Older Americans, 52-62 8% are Creators8% are Creators 8% are Joiners8% are Joiners 55% are Inactive55% are Inactive
►39% are Spectators39% are Spectators
From Groundswell, Charlene Li & Josh Bernoff
Where to Start - #1Where to Start - #1
►Don’t get overwhelmed - Focus on the Don’t get overwhelmed - Focus on the categories of social media, not the categories of social media, not the tools themselvestools themselves
Where to Start - #2Where to Start - #2
►Consider your resources & Consider your resources & commitment you want to makecommitment you want to make
Where to Start - #3Where to Start - #3
►Find experts who can keep you up-to-Find experts who can keep you up-to-date & summarize tools for youdate & summarize tools for you
Where to Start - #4Where to Start - #4
►Start by following what others are Start by following what others are doingdoing
Company BlogsCompany Blogs
http://buildingabakery.blogspot.com/
Twitter Twitter ((www.twitter.comwww.twitter.com))
Twitter Twitter ((www.twitter.comwww.twitter.com))
http://twitter.com/photobabble
Video Casts Video Casts (www.YouTube.com)(www.YouTube.com)
http://www.youtube.com/user/Blendtec
Tennessee AquariumTennessee AquariumTennessee AquariumTennessee Aquarium
Tennessee AquariumTennessee AquariumTennessee AquariumTennessee Aquarium
Afternoon SessionAfternoon Session►How to use social media with no How to use social media with no
investment in social mediainvestment in social media►Review specific photo industry Review specific photo industry
examples of social media sitesexamples of social media sites►List of people/companies to followList of people/companies to follow►How you can become a Spectator, How you can become a Spectator,
Joiner & CreatorJoiner & Creator►Challenges facing the industryChallenges facing the industry
Legal issuesLegal issues CompetitionCompetition
Additional ResourcesAdditional Resources
►www.delicious.comwww.delicious.com cherylbella7cherylbella7 Links to articles on using social mediaLinks to articles on using social media
►www.linkedin.comwww.linkedin.com►www.slideshare.netwww.slideshare.net
CherylBellaCherylBella
Questions?