Ten Lessons on Social Media & How to Get Started

8/14/2019 Ten Lessons on Social Media & How to Get Started

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10 Lessons on Social Media: WhatIt Is, Why Its Important, & How to

Get Started

Cindi Thomas & Augie Ray

April 17, 2009


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1995


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1995


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Lesson One

Expect change. Lots of it.


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1995

The wake up call was finding this startling statisticthat web usage in the spring of 1994 was growing at2,300 percent a year. You know, things just don'tgrow that fast. It's highly unusual, and that started

me about thinking , What kind of business planmight make sense in the context of that growth?

If theres one reason we have done better than ofour peers in the Internet space over the last sixyears, it is because we have focused like a laser oncustomer experience, and that really does matter, I


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1995

$1.1B$26M

$6.8

B


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Lesson Two

Success in Social Media

depends on a focus on needsand the consumerexperience, not on

technology.


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What is Social Media?

15 17

R ea

c

19


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Web 1.0

Re


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Web 2.0

Inter


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Web 1.0 Web 2.0

Media

to

Person

to


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Web 1.0

Media

to


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Web 2.0

Person

to


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Web 1.0 Web 2.0

Clicks

&

Intimac

y


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Web 1.0

Clicks

&

Quality

of

1 20

Open,Click

Rates,Opt-ins

Interacti

Hits,Visits,Time on

Involvem

Based on Measuring Engagement:


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Web 2.0

Intimac

y

Quality

of

1 20

Based on Measuring Engagement:

Sentimenton blogs,Consumer

opinions

Intima

NetPromoter

Score,Brand

Affinity,Forwarde

d

Content,Repurcha

ses

Influen

Open,Click

Rates,Opt-ins

Interacti

Hits,Visits,Time on

Involvem


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Web 1.0 Web 2.0

Owni Sharing &

Collabora


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Web 1.0

Owni


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Web 2.0

Sharing &

Collabora

36 million views

195,000 ratings284,000 comments

1.5 million hits onGoogle

Dr. Pepper ad


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Web 2.0

Sharing &

Collabora


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Web 2.0Web 1.0

Read

Media to

Person

Interact

Person to

Person


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Lesson Three

People demand brands and

media talk with, engage,and build relationships withthem.


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Where is Social Media?

Web 1.0 Web 2.0

P Placel


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Web 1.0

P


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Web 2.0

Placel


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1.All ideas compete onan equal footing.

2.Contribution counts

for more thancredentials.

3.Leaders serve ratherthan preside.

4.Tasks are chosen,not assigned.

5.Power comes from


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Lesson Four

Social Medias placelessness

will erase the line betweenthe virtual and the physical.


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Blogs Micromedia Social Networks

Video sharing Goelocation Reviews &

Ratings Customer

Service

Events Wikis Livecasting Photo sharing Music sharing


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Lesson Five

Consumers will talk, rate,

share, and collaborate incountless ways & places.


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How are Consumers using SocialMedia?


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http://www.web-



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Lesson Six

Social Media is leveling the

playing field, giving almostthe same reach toconsumers as to big brands.


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http://www.web-


"I speak about it because I love it. Iunderstand they're a familyrestaurant, but I think it can't hurt


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Lesson Seven

Social Media is making the

distinction betweenownership and stewardshipof brands more evident

than ever.


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Where do consumers talk aboutbrands?

28.4M

750,000 Blog

215,000Members

17,000uploads/month

Top 10 all-timeposts:

500+ groups w/ 750,000+

1,000 Tweeple w/ 100,000followers

1.9Mimages


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And were just getting started


Nielsen Online; US, Home and Work; Unique Audience

MONT


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Demographics changing rapidly


Compete.net; Data for month

In 6 months, the number of

people 35-44 increased260%; people 45-54 grew400%.

30% of Facebook users are

older than 35 and another24% are 26-34.


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Older than you think


The largest demographic

visiting Twitter.com are 35- to49-year-olds, comprising 42%of all visitors.

Median age of a twitter user

is 31. 10 percent of Twitter users

are between 55 and 64, the


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Consumers distrustful of marketingcommunications.


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Consumers are avoiding ads.

Forrester: The Mind Of The DVR User: Media And Advertising


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Lesson Eight

Consumers brand

perceptions will be based asmuch upon what they hearfrom others as on brands

marketing communications.


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Where do brands fit in Social Media?

0.04


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MarketingLeverage influence toimprove awareness,

preference, loyalty, &

salesBlogs, Viral video,

Communities,

Widgets, SocialGames



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Communities,



SeniorManagement

Share knowledge, raise

awareness, promotecompany, speak to

external stakeholders

Blogs, Microblogs


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Communities,



SeniorManagement




Blogs, Microblogs

ProductDevelopment

Shorten dev cycles,

improve adoption,attract customers,

collaborate

Private networks,Crowdsourcing


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Communities,



SeniorManagement




Blogs, Microblogs

ProductDevelopment

Shorten dev cycles,


collaborate


HumanResourcesImprove employer

brand, engagecandidates

Microblogs, Blogs,LinkedIn, CompanyFacebook Profile


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Communities,



SeniorManagement




Blogs, Microblogs

ProductDevelopment

Shorten dev cycles,


collaborate





Sales

Gain new prospects,build relationships,

communicateeffectively

LinkedIn, Microblog


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Communities,



SeniorManagement




Blogs, Microblogs

ProductDevelopment

Shorten dev cycles,


collaborate





Sales



LinkedIn, Microblog

Public Relations

Increase awareness,improve inbound links,encourage coverage

Blogger relations,Social Media PR,Digg, YouTube


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Communities,



SeniorManagement




Blogs, Microblogs

ProductDevelopment

Shorten dev cycles,


collaborate





Sales



LinkedIn, Microblog

Public Relations

Increase awareness,improve inbound links,encourage coverage

Blogger relations,Social Media PR,Digg, YouTube

Customer

ServiceImprove service,proactive service,

decrease wait time,

limit costsBlogs, Microblogs,

Shared Docs, Wikis,Q&A sites


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Lesson Nine

Social Media is a new

medium available toconsumers and all portionsof the organization.


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Transparency: Honesty


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Transparency: Business Decisions


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Transparency: Brand Consistency


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Lesson Ten

Brands cannot hide.

Transparency andauthenticity areunavoidable.


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2023


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Which is ratedbest overall?

Which is consideredthe best value?

Which treatsemployees best?

Which is rated bestby people like you?

Which is rated bestby people in

your network?

Which is considered

most romantic?

Which is consideredbest for families?

Which offersbest-rated service?

Which is cleanest?

In which have yourfriends eaten?

In which are friendsdining right now?

Which has thebest burger?


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Social Media: How to Get Started


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social

attitudes,orientations or

behaviors whichtake the interests,intentions or needs

of other people intoaccount

medi


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1. Spend some time getting to know others.

3. Produce information of interest and benefit

to them.

5. Share it and make it easy for others to dothe same.

7. Listen and respond.


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Experience is the best teacher

Engage personally

Learn and apply to yourbusiness


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Getting Yourself Started


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Personal Networking

Professional Networking

Micro-communications

Personal Engagement


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Check in at least once a day

Its ok to not be friends witheveryone

Explore applications, profiles, pagesand groups

Facebook Tips


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Keep profile up to date

Recognize professional nature

Answer questions, join discussions

Sign up for update alerts

LinkedIn Tips


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Twitter Tips

Give thought to your username

Be sure to include location and shortdescription in your profile

Follow a variety of people, brandsand organizations

Reply to others with @ replies to

start or continue conversations Be real


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Who have you engaged with? Why?

What dont you like? Why?

Where do you seem to spend the most time?Why?

When have you turned to one over the

other? Why?

How do ou en a e differentl ? Wh ?

Evaluate


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Getting Your Business Started


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http://www.web-strategist.com/blog/2006/11/25/companies-that-measure-social-media-

Listen How?

i


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Listen How?

i ?


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http://www.google.com/a

http://search.twitter.

http://www.blogpulse.c

http://www.technorati.c

http://www.glassdoor.c

Listen How?

Identify terms you want to

Li M i i


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Listen Monitoring

Have a plan for response

Whodecides

?

Wholeads?

Whatresourc

es?

Whatchannel

s?

Li t M it i


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Listen Monitoring

Prevent brandjacking

Li t M it i


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Listen Monitoring

Revisit and reinforce employee

communication guidelines


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Social currency is like a good joke. When a

bunch of friends sit around and tell jokes, what

are they really doing? Entertaining one another?

Sure, for a start. But they are also using content --

mostly unoriginal content that they've heard

elsewhere -- in order to lubricate a social

occasion. And what are most of us doing when we

listen to a joke? Trying to memorize it so that we

can bring it somewhere else.

Social

Id tif


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Identify your currency

Data?

Expertise?

Insider info?

Tips?

Trends?

Jobs?

M k i l


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Make your currency social

O i Ob t l


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Overcoming Obstacles

Engage

GolfGoogle=F

Small

IT not

Wron


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H&R Block is being social


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SocialSocial media

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Ten Lessons on Social Media & How to Get Started

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