Social Media Serious Business
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Social Media, Serious Business. A webinar given for IPA members March 9, 2010
![It seems like there is always another social network to join or another tool I'm supposed to learn … How can I keep up? “ “ There is no hope. You can’t keep up. ,[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Social Media Serious Business
- 1. Social Media Social Networks Serious Business C.J. Cornell Professor, Digital Media & Entrepreneurship Arizona State University Entrepreneur-in-Residence Knight Center for Digital Media Entrepreneurship
- 3. Social Media Social Networks Serious Chaos
- 5. Social Media - Serious Business Overview Essentials Tools & Technology Examples 3 4 5 6 The Future & Next Steps Reputation & Measurement 1 2
- 6. What is Social Media 1
- 7. 1 It’s nearly every site on the web
- 8. By Brian Solis of PR 2.0. - http://www.briansolis.com/2008/08/introducing-conversation-prism.html Blogging, Microblogging Photo, Music, Video Sharing Social Networks, Forums Document Sharing, Wikis Mobile, Location-Based Shopping
- 11. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 12. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 13. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 14. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 15. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 16. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 17. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 18. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 19. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 20. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 21. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 22. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
- 23. Some Mindsets First …
- 26. November 2009 March 2010 400 22% Twitter – 1 Billion Tweets per Month
- 27. November 2008: Social Media surpasses porn and email as the #1 activity on the web.”
- 28. Social Media surpasses porn and email as the #1 activity on the web.”
- 29. Iran -2009
- 32. Your Customers are on Social Media
- 33. Your Markets are on Social Media
- 34. If you’re not on social media sites, then you’re not on the Internet . (thus you don’t exist)
- 35. Using Participating Contributing Listening Connecting Conversing
- 37. How do you get started ?
- 39. Reputation? Influence? Attraction? Trust? Enthusiasm? Loyalty?
- 47. Identity Allow me to introduce myself ...
- 49. Me 1.0
- 50. 2.0
- 51. About Me (2.0) Twitter: cjcornell Linkedin: cjcornell AcademiaU: CJCornell Facebook: cjcornell ASU [email_address] http://cronkite.asu.edu/faculty/cornellbio.php [email_address] http://www.hypervideonetworks.com/cjcornell/ Skype: cjcornell Amazon eBay YouTube Hulu Netflix
- 52. Academic Persona
- 62. In the “Social Web”, Identity = Persona … While the “citizens” have multiple Persona - your personal and corporate brand should not. Consistency is important.
- 63. Persona Personal Company Unknown to Crowd Known to Crowd Friend Brand
- 64. Persona Personal Corporation Unknown to Crowd Known to Crowd Personal Friend Personal Brand Corporate Friend Corporate Brand
- 65. Persona Self Expression, Casual, Activities, Life-sharing, Life-casting Build Reputation, establish identity, enhance value Serves an existing customer base. Support; Satisfaction, Loyalty. Acquiring new customers. Reputation / Positioning. Watching Trends. Personal Friend Personal Brand Corporate Friend Corporate Brand
- 66. Where you need to “live” Essential Optional/ Recommended Future Personal Friend
- 67. Where you need to “live” Essential Future Optional/ Recommended Personal Brand
- 68. Where you need to “live” Essential Future Optional/ Recommended Corporate Friend
- 69. Where you need to “live” Essential Future Optional/ Recommended Corporate Brand
- 70. Persona Activities Participate, Share, Contribute Contribute, Connect, Share Converse, Contribute, Analyze Listen, Analyze, Create Personal Friend Personal Brand Corporate Friend Corporate Brand
- 77. Regular Profile Page Profile. “My Resume” Page. Select photos. Twitter link Group-Profile Page. Fan Page. Setup Ongoing Comments on photos, wall. Some chat. Tag news/articles. Blog. Update status regularly Monitor emails and wall. Frequent but relevant news/feed updates. Event Ivites Personal Friend Personal Brand Corporate Friend Corporate Brand
- 78. N/A Standard.Robust ”about” screen One blog for corp – but individual users can write category specific post. One blog – usually by the CEO or most senior exec. Setup Ongoing N/A Post at least 3x week, with links and photos. Scan andreply to comments Post at least 3x week, with links and photos. Scan andreply to comments Post at least 1x week, but include announcements (not Press releases) Personal Friend Personal Brand Corporate Friend Corporate Brand
- 79. N/A Std. Include in profile a separate email address. Std, Assign to multiple employees Setup Ongoing N/A Post at least 3x week, with links and photos. Scan andreply to comments Use notification tools to “listen” and respond asap. Tweet industry news as well as company annoucements. Personal Friend Personal Brand Corporate Friend Corporate Brand
- 81. Rules and Tools
- 84. We’re Living Out LOUD, Now
- 85. Living Out LOUD: Actively I am doing … Spending Working Location eating I feel $$ Fun
- 86. Current Listening Posts http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg Twitter: The Pulse of the Internet
- 87. What is Highly popular with celebrities, media and executives, Twitter is a microblogging platform composed of 140 character. Evan Williams, Twitter‘s founder, created it as a basic site to answer one simple question: “ Twitter lets people know what’s going on about things they care about instantly, as it happens,” Evan Williams, Twitter’s CEO, told The New York Times: “In the best cases, Twitter makes people smarter and faster and more efficient.”
- 90. HootSuite
- 91. Blippy – What are you buying?
- 102. Analytics
- 104. Sentiment Analysis
- 109. Emotions Drive Behavior Trend Emotions = Trend Behavior
- 110. Personal Use
- 114. New Tools / New Measurements Reach – how far does it travel? Relevance – does it support your intended direction? Influence – who shares and passes along with who? Authority – how trusted is the source? Engagement – how involved do they get?
- 119. Reputation:
- 120. Reputation :
- 121. Reputation :
- 122. Online Reputation:
- 123. Online Reputation :
- 124. Online Reputation :
- 125. Online Reputation :
- 128. (A Cautionary) Tale of Two Airlines …
- 137. Motrin Moms
- 138. Motrin Moms
- 142. Motrin: Nov 18 th #2
- 143. Motrin: 20 th November Screen clipping taken: 20/11/2008, 16:33
- 147. RIGHT NOW ON twitter
- 149. 3 Accused of Gang Rape in Monroeville
- 151. Thank You. @cjcornell C.J. Cornell Professor, Digital Media & Entrepreneurship Arizona State University Entrepreneur-in-Residence Knight Center for Digital Media Entrepreneurship
Editor's Notes
- Description: Social Media is a huge fad – but not a passing fad. Beyond the hype, social media is a “game changer” for business. It's an important component in any businesses marketing, communications, and customer relations AND its also an essential tool for your new product development, your customer focus groups, your corporate voice and identity. In short, Social Media can make or break your business in the very near future. Serious businesses need serious strategies and series tools to for success in today’s new media environment. Your marketing department needs a well articulated social networking marketing plan for all levels of your company including Executives and CEOs! Attend this webinar to learn what EVERYONE in your company needs to do in order to make use of this new communications phenomena for the future success and survival of your business.
- It bears repeating!
- (July 2009 = Iran elections)
- (July 2009 = Iran elections)
- My identity in the Web 2.0 world … by social network connections (“the strength of weak ties”)
- My “identity” in the Web 1.0 world … frequency of search terms
- Slides needs on the progression from Demographic (4 Ps) to Psychographic, to contextual marketing to behavioral targetring, to Viral and beyond
- Thought leaders in marketing and business …
- The ways that you can use this tool to “eavesdrop” on what’s being said are endless. At a bare minimum, I’d encourage you to follow what others are saying about you and your organization.
- YouTube video that was made of angry Mom comments. http://www.youtube.com/watch?v=LhR-y1N6R8Q FYI, J&J says that within six hours, the discussion had turned from “How could Motrin do this?” to “Where’s Motrin – why aren’t they responding, listening to us?”
- YouTube video that was made of angry Mom comments. http://www.youtube.com/watch?v=LhR-y1N6R8Q FYI, J&J says that within six hours, the discussion had turned from “How could Motrin do this?” to “Where’s Motrin – why aren’t they responding, listening to us?”