Social Media Walkthrough

Kari HavirPrincipal

Marketing Eco

Walkthrough Agenda

• What is Social Media?

• Social Media Marketing (SMM)

• What is the Social Web?

• Social Media Optimization (SMO)

• Search Engine Optimization (SEO)

• Year to Year Social Media Traffic Conditions

• Is Social Media is for You?

• Separating Social Media Roles

• Getting Started ResourcesSo what the

heck is social

media and what

does it do?

What is Social Media (SM)?

• Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.

• Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).

• It supports the democratization of knowledge and information, transforming people from content consumers into content producers.

• Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

Are there basic

elements to social

media?

Three Components of Social Media

1. Concept

– Art

– Information

– Elements of cultural ideas

2. Media

– Physical

– Electronic

– Verbal

3. Social interface

– Intimate direct

– Community engagement

– Social viral

– Electronic broadcast or syndication

– Other physical media such as print

Can you tell me a

little more about the

forms it takes on?

Common Forms of Social Media

• Concepts, slogans, and statements with a high memory retention gain that excite others to repeat.

• Grassroots direct action information dissemination such as public speaking, installations, performance, and demonstrations.

• Electronic media with 'sharing', syndication, or search algorithm technologies (includes Internet and mobile devices).

• Print media designed to be re-distributed.Can you tell me

more about the

digital forms?

Social Media in the Digital Realm

• Social media can take many different digital forms, including Internet forums, weblogs, social blogs, wikis, podcasts, pictures, video, rating, and bookmarking.

• Technologies include blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few.

• Many of these social media services can be integrated via social network aggregation platforms like Mybloglog and Plaxo.

How many

varieties of social

media are there

altogether?

Communication Collaboration Multimedia Reviews and

Opinions

Social Media Varieties

OtherEntertainment

Where does

blogging,

Facebook, and

Twitter fit in?

Communication

• Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngine, Xanga

• Micro-blogging and presence applications: Twitter, Plurk, Tumblr, Jaiku, fmylife

• Social networking: Bebo, BigTent, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Hi5, Ning, Elgg

• Social network aggregation: NutshellMail, FriendFeed

• Events: Upcoming, Eventful, Meetup.comWhat’s in the

collaboration

bucket?

Collaboration

• Wikis: Wikipedia, PBwiki, wetpaint

• Social bookmarking (or social tagging): Delicious, StumbleUpon, Google Reader, CiteULike

• Social news: Digg, Mixx, Reddit, NowPublic

• Opinion sites: epinions, Yelp

What’s in the

multimedia

bucket?

Multimedia

• Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa

• Video sharing: YouTube, Vimeo, sevenload

• Livecasting: Ustream.tv, Justin.tv, Stickam, Skype

• Audio and music sharing: imeem, The Hype Machine, Last.fm, ccMixter

What’s included in

reviews and

opinions?

Reviews and Opinions

• Product Reviews: epinions.com, MouthShut.com

• Business Reviews: yelp.com

• Community Q&A: Yahoo! Answers, WikiAnswers, Askville, Google Answers

Anything

exciting in the

entertainment

bucket?

Entertainment

• Media & Entertainment Platforms: Cisco Eos

• Virtual worlds: Second Life, The Sims Online, Forterra

• Game sharing: Miniclip, Kongregate

What’s in the

“other” bucket?

Other

• Information aggregators: Netvibes, Twine (website)

What does SMM

stand for and

what is it?

What is Social Media Marketing (SMM)?

• SMM describes the act of using social networks, online communities, blogs, wikis or any other collaborative Internet form of media for marketing, sales, public relations, and customer service.

• Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr, and YouTube.

• In the context of Internet marketing, social media refers to a collective group of web properties whose content is primarily published by users, not direct employees of the property (e.g. the vast majority of videos on YouTube are published by non-YouTube employees).

What elements

make SMM work?

SMM = Buzz + Fans + Conversation1. Buzz: News worthy events, videos, tweets, or even blog

entries that attract attention, and become viral in nature. Buzz makes social media marketing work by replicating a message through user to user contact instead of an ad.

2. Fans: Social media enables fans of a brand/company to promote it in multiple online social media venues, such as fan pages in Twitter, MySpace or Facebook.

3. Conversation: Social media marketing is not fully controlled by the organization and allows user participation and dialogue. SMM campaigns must fully engage and respect users since badly designed SMM campaigns can backfire on the organization that created it.

What does

“social web”

mean?

Social Media and the Social Web• Nielsen published a report, Global Faces and Networked

Places, suggesting that blogs and social networks make up the emerging social web. The social web includes social media sites and it is a location within which social media marketing takes place.

• According to Lloyd Salmons, first chairman of the Internet Advertising Bureau social media council, "Social media isn't just about big networks like Facebook and MySpace, it's about brands having conversations.”

• The parameters surrounding social media marketing are arguably elusive and ever evolving; however a growing consensus suggests social media marketing and social media are here to stay.

What does SMO

stand for and what

is it?

Social Media Optimization (SMO)

• A set of methods for generating publicity through social media, online communities and community websites.

• Methods of SMO include adding RSS feeds, social newsbuttons, blogging, and incorporating third-party community functionalities like images and videos.

• Social media optimization is related to search engine optimization (SEO), but differs in several ways. Primarily, the focus is on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO.

What is SEO and

is it used in

SMM?

Search Engine Optimization (SEO)• SEO is the process of improving the volume or quality of traffic from

search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to search engine marketing (SEM) which deals with paid inclusion.

• SEO may target different kinds of search, including image search, local search, video search, and industry-specific vertical searchengines.

• SEO methods include:– Writing content that includes a high density of frequently searched

keywords and phrases.– Cross linking between pages of the same website.– Naming photo files embedded in the site with relevant key words.– Giving pages keyword dense URLs or page file names.– Editing HTML coding for websites to increase site relevance to keywords

and remove search engine indexing barriers. Is there enough

traffic in social

media to make it

worth my while?

Nielsen Top 10 Social Media Site Stats

SiteApr-08 Total Minutes (000)

Apr-09 Total Minutes (000)

Year-over-Year Percent Growth

Facebook 1,735,698 13,872,640 699

Myspace.com 7,254,645 4,973,919 -31

Blogger 448,710 582,683 30

Tagged.com 29,858 327,871 998

Twitter.com 7,865 299,836 3712

MyYearbook 131,105 268,565 105

LiveJournal 54,671 204,121 273

LinkedIn 119,636 202,407 69

SlashKey N/A 187,687 N/A

Gaia Online 173,115 143,909 -17

Go to Nielsen.comWhat is everyone

doing on

Facebook?

Facebook Traffic ConditionsGeneral Growth• More than 300 million active users • 50% of active users log on to Facebook in any given day • The fastest growing demographic is those 35 years old and older

User Engagement • Average user has 130 friends on the site • More than 8 billion minutes are spent on Facebook each day (worldwide) • More than 45 million status updates each day • More than 10 million users become fans of Pages each day

Facebook Resources• Statistics via Facebook.com

How do I decide

if social media is

for me?

Is Social Media for You?“Yes” answers here indicate SMM may be right for you:

1. Are you interesting in creating a conversation?

2. Are you interested in creating awareness?

3. Are you interested in finding and energizing advocates?

4. Do you want to use social media to listen to clients?

“No” answers here indicate you may have SMM homework:

1. Do you have a content strategy / value proposition?

2. Do you have time/resources to develop relationships?

3. Do you have the tools or plan to integrate social media?

4. Are your clients online?

How do I keep

aunts and uncles

from writing on

my Facebook

wall?

Separating Social Media Roles

Personal

• Family

• Friends

• School chums

Professional

• Colleagues

• Clients

• Work mates

Organizational

• Corporation

• Foundation

• Association

• Recreational

Wall Wall

How do I get

started?

Continuing Educations SeriesComing Soon to Marketing Eco on SlideShare:• LinkedIn: How to build your personal brand on LinkedIn• Search Engine Optimization (SEO): Five essential steps to

successful SEO for social media• Blogging and Transparency: Five ways to become more

transparent• SlideShare 101: Getting started with SlideShare

“People worry too much about bringing their personal selves into business, when I think the way to succeed in today’s world is to make your business more personal.”

Zappos CEO Tony Hsieh

What do I do if I

have more

questions down

the road?

Contact Marketing Eco

Kari Havir

Marketing Eco

www.MarketingEco.com

ME@MarketingEco.com

651-403-0704

SlideShare: http://www.slideshare.net/khavir

Thank you!