Date post: | 07-Dec-2014 |
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Social Media TodayMeeting Challenging TimesRunning USAFebruary 2, 2010
It’s been a year.What’s new?
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Quantified Runner Usage
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Was 52%
Was 13%
Was 19%
Mobile Social Media
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What can you do with a mobile device?
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• Make phone calls• Text• Email• Take photos• Record video & audio
What can you do with a mobile device?
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• Make phone calls• Text• Email• Take photos• Record video & audio• Access the Internet• Download apps• Tell your location
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• 235 million US subscribers
• 68 million mobile internet users
• 21 million mobile social network users
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• Take photos• Capture video• Share photos and
video• Access social
networks/blogs
Geolocation
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“Geolocation is the identification of the real-world geographic
location of an Internet-connected computer, mobile
device, website visitor or other.”
-Wikipedia13
“Simply put, location changes everything.This one input—our coordinates—has thepotential to change all the outputs. Where
we shop, who we talk to, what we read,what we search for, where we go—they all
change once we merge location and the Web.”
—Mathew Honan, contributing editor, Wired,January 19, 2009
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Foursquare
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• Part friend-finder, social city-guide and game
• iPhone, Android, Palm Pre, SMS, Web, mobile web (BlackBerry app in beta)
• Google Maps, nearby tweets, tips, to-do’s
• Mayorships• Badges
Yelp
• More social-network-like (user profiles)
• 1.25 million iPhone app users• Rewards, leader board,
incentives• Augmented reality
functionality (Monocle)
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Platform Explosion!
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What hasn’t changed?
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Conversations that build mutually beneficial relationships between
companies and stakeholders.
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Markets are relationships.Relationships depend on conversations.
Conversations are fire.Social media is arson.
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Engagement
Social Media Reinforcing Goals
EndorsementEvangelism
4 Principles
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THEM, NOT USThe best advertising is not us talking about us. It’s other people talking about us. Make
conversations about the consumer first.
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BE WHERE CONSUMERS ARE
Find your evangelists. Know where your target consumers congregate and converse.
Contribute to those communities and conversations first.
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SHOW SIGNS OF LIFEIntegrate and promote social content
throughout your digital presence.
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People!
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ACTION TRUMPS EYEBALLS
Aim for engagement, endorsement and evangelism. Design for action and
interaction. Think hearts and minds, not just eyeballs.
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3 StepSocial Media
Strategy
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Listen & LearnPlan
Engage
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Listen & LearnPlan
Engage
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Spark Social Media Monitoring, Analysis & Metrics
6.4.2009
© S P I R A L 1 6 L L C
Listen & LearnPlan
Engage
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Integrate
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Channel
Paid
Owned
Earned
Definition
Pay to leverage the channel
Brand controls majority of content
Fans are the channel
Examples
Paid searchAdvertising
Sponsorships
Web siteMicrosites
Facebook & Twitter
Blogger outreachSeeding programs
Forum participation
Set Objectives, Strategies and Measurement
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45Source: Forrester
46Source: Forrester
47Source: Forrester
Listen & LearnPlan
Engage
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TALKING
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ENERGIZING
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Lee Fit Ambassadors• Identified 28 bloggers based on 3 criteria:
• Content: Was the blogger writing about fashion for everyday women?
• Engagement: How do her readers respond? Did she acquire multiple comments each time she posted?
• Influence: Did she have solid site traffic? What was their Technorati Authority and Rank?
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1. Momma’s Review www.mommasreview.com
2. A Mommy Story www.amommystoryreviews.blogspot.com
3. Intricate Art www.intricateart.com
4. Posh Glam www.poshglam.com
5. Cool Moms Rule www.coolmomsrule.blogspot.com
6. Your Style Star www.yourstylestar.com
7. All American Mommy www.allamericanmommy.blogspot.com
8. Domestic Chicky www.domestic-chicky.com
9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com
10. Workout Mommy www.workoutmommy.com
11. Mommy Goggles www.mommygoggles.com
12. Mom’s Favorite Stuff www.momsfavoritestuff.com
13. Savvy Housewife www.savvyhousewife.com
14. Mamanista www.mamanista.com
15. Therapeutic Reviews and Giveaways www.themomreviews.com
16. The Domestic Diva www.thedomesticdiva.org
17. Blissfully Domestic www.blissfullydomestic.com
18. Mommin’ it Up www.momminitup.com
19. Motherhood Uncensored www.motherhooduncensored.typepad.com
20. Sarcastic Mom www.sarcasticmom.com
Response “What an amazing opportunity, I
appreciate the offer - and accept!”
“WOW! you aren't kidding - what an awesome
thing! I definitely want to be a part of this.”
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Blog with integrity
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SUPPORTING
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EMBRACING
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