2. social media: defined
What is social media anyway?
Tools Trend
How people use decentralized,
people-based networks to get
del.icio.us the things they need from each
other rather than from traditional
institutions, like business or media.
Bottom Line: social media isn’t just a list of destinations.
it’s a new standard of expectiations.
3. it’s part of how our expectations — our very culture — is shifting.
People are taking a new “Tac”:
The vast majority of people report the opinion they trust
T Trust most is one from “someone like me.” For the first time in
our history, peers have bested the wisdom of experts.
No matter how unusual, or obscure the topic, we want — we
a access expect — to be able to find information on it. and not just
information, but details, perspectives, and context.
it’s all about how we enter that decision-making situation.
c confidence We are unwilling to go unarmed, to be at the mercy of
the expert on the other side of the table.
5. How We Use it
The ways people use
social media today fall
into three key categories:
CONTENT
Works like: Blogs
Wikis Twitter
YouTube
RECOMMENDATIONS CONNECTIONS
Works like: digg Google Works like: Facebook
6. How We Use it
1 create content
• Publish a blog or website
• Upload video or pictures
CONTENT
• Create music or mashups Works like: Blogs
• Write articles or commentary
Wikis Twitter
YouTube
RECOMMENDATIONS CONNECTIONS
Works like: digg Google Works like: Facebook
7. How We Use it
2 make connections
• Create online profiles
• Interact with friends
CONTENT
• Seek out new connections Works like: Blogs
Wikis Twitter
YouTube
RECOMMENDATIONS CONNECTIONS
Works like: digg Google Works like: Facebook
8. How We Use it
3 make Recommendations
• Post a rating or review
• Make a comment
CONTENT
• Tag or rank content Works like: Blogs
• Contribute to articles or wikis
Wikis Twitter
• Vote YouTube
RECOMMENDATIONS CONNECTIONS
Works like: digg Google Works like: Facebook
9. How We Use it
18% of people
create content
48%
25% review 25% join
+ are “spectators” who
read and use the ideas,
reviews, and content
and comment and participate
they find
in social
12% tag
networking
and collect
10. How We Use it
Social media has reached critical mass
• 182 million Americans used the social web in 2008
• The most popular YouTube videos have a wider audience than the most-watched Super Bowls
It has an impact
• 60–80% of americans look for health information online, rivaling physicians as the
leading source for health answers
• 91% of decision makers for B2B technology purchases refer to blogs and other UGc
It’s not just for kids
• 75% of college students use the social web, but so do 60% of the wired wealthy
• Facebook’s fastest growing population is 50+, followed closely by the 41–45 age group
• The average Twitter user is 31
13. Why do organizations invest in social media?
For many of the same reasons they invest in more traditional
marketing and advertising:
create encourage inspire create
awareness Trial loyalty ambassadors
• Greater market share
• Less price sensitivity
• Stronger reputation
14. How do people like you Use social media?
This one might take a few pages.
cNeT recently reported that 75% of Fortune 1000 companies
will launch a social media campaign this year.
of course, they also noted that 50% of those campaigns
will fail.
The strategies that succeed follow one of four proven models.
15. 1 Build a Community
let your customers or employees support
and connect with each other.
Pros:
• Very authentic way to use the social web
• inexpensive to operate and can reduce costs
Cons:
• Takes a lot of work to seed and build
• The crowd can turn on you if you’re
unresponsive
Make sure you:
• set expectations: What does success
look like?
16. 1 Build a Community: Best Buy’s Blue Shirt Nation
• connects tens of thousands of employees
• in a forum to talk to and support one another
• Where they can solve problems, share ideas, archive solutions,
build a whole new kind of interconnected culture
• and just be people — who make jokes, have
complaints, dig new things
Who else is doing it:
• Tivo customers solve each other’s technical problems
• Victoria Secret PINK fans on Facebook vote and
chat together
• doylestown Hospital connects its mobile workforce of 360
independent physicians via an iPhone application to provide
a highly responsive healing environment for thousands
of patients
17. 1 Build a Community: AARP
AARP’s online community gives members
access to deep content on issues they care
about most and enables them to form their
own groups and micro-communities.
• Makes it easy to get started
• Powers multiple ways to find what
people like you are thinking and
talking about
• Groups run the gamut from caregivers
to kittens
• In first year, 350,000 members
registered (who use 1,700 groups)
18. 1 Build a Community: Lotsa Helping Hands
lotsa Helping Hands is a private,
web-based community that organizes
family, friends, and neighbors during
times of need.
• easily coordinate activities and
manage volunteers through a
group calendar
• share updates, pictures, and more
• Give people something meaningful
and useful to do in a crisis
19. 2 Energize Passionate People
it’s about inspiring individuals to carry your message
into the places they talk, connect, and create.
Pros:
• Builds relationships with influencers
• Gets real people talking one-to-one
Cons:
• scale is limited to personal networks
• more difficult to listen to the conversation about
your brand because it is widely dispersed
Make sure you:
• encourage fans to be transparent about any
direct contact they have with you, samples
they receive, and so on
20. 2 Energize Passionate People
it takes a new way
of thinking.
What’s wrong with
this picture?
21. 2 Energize Passionate People
it wasn’t built to be
easy to pass on.
• Bold
• succinct
• action oriented
22. 2 Energize Passionate People: Zappos Customer Service
• Built its social media strategy on a core tenet of the
brand: We’re a customer service organization that
happens to sell shoes
• Hundreds of associates and executives use social
media to connect one-on-one with customers
• They answer questions, give advice, solve
problems, build relationships
• To create brand ambassadors who cannot stop
telling “i ♥ Zappos” stories
Who else is doing it:
• Ford Fiesta is offering a six-month test drive
• dell won big with free laptops
• iBm supports its bloggers and alumni
• aurora Health and others are “tweeting” cutting-edge surgeries
23. 2 Energize Passionate People: Capital University
• Rallied a passionate community around a new,
inspirational story
• asked students to share their aspirations and
feedback in lots of social mediums
• aggregated the collective experience
• operationalized a larger strategy
that enabled potential students
to connect with counselors on
the social web
24. 3 Find a Good Idea
imagine if you could get the very best development
or marketing ideas you’d never thought of from
people who actually use your product.
Pros:
• connects you to the best ideas inside your own
company and in your larger community
• often very cost effective, leveraging resources
you already have
Cons:
• can generate overwhelming content
• can take your brand in inauthentic directions
Make sure you:
• Have a very savvy filter for the input
25. 3 Find a Good Idea: Exxon
• leveraged a idea crowdsourcing engine called
innocentive that connects problems to solvers
• Took on a sticky problem: how to separate frozen oil
from water
• connected with an unlikely “expert”: an illinois
chemist from the concrete industry
• Got an almost immediate solution to a 20-year-old
problem
Who else is doing it:
• Bell canada’s employees share ideas and vote the best
ones to the top for executive review
• mini listened to what its customers were saying
online to target its marketing
• P&G gets fresh ideas from pet owners who log in to share insights
26. 3 Find a Good Idea: SxSW
over the years, many of the most compelling panels
and presentations for the sXsW interactive Festival
have come directly from the online community. Their
social strategy harnesses the power of those crowd-
sourced ideas both to bring the best content to the
conference and to build reputation and attendance.
• Built an application that accepts and categorizes
panel ideas from the industry
• in 2009, 100 of the 150 sessions were created and
selected by the community
• Tens of thousands of attendees and supporters vote
• Hundreds of thousands read about the panels on
blogs and in other social media
27. 3 Find a Good Idea: Memorial Sloan-Kettering
Partnered with the National
comprehensive cancer Network to
find new insights that would change
their approach.
• learned that newly diagnosed patients
aren’t ready to make “business
executive” decisions
• instead, their primary care physician
is the #1 influencer of where they
seek treatment
• suddenly, marketing mattered
28. 3 Find a Good Idea
it takes a new
way of thinking.
What could
go wrong with
this video?
29. 3 Find a Good Idea
Talking to you
audience makes
all the difference.
• Resonance
• authenticity
• accuracy
30. 4 Meet a Need to Make a Connection
The toughest way to use social media
is also one of the best: give people
something they need.
Pros:
• creates significant conversation
• Builds brand perceptions and attachments
Cons:
• Hard to do
• Tends to be a long-term commitment
Make sure you:
• Test the concept with users of social media
before you go live
31. 4 Meet a Need to Make a Connection: FedEx
• Needed a relevant way to participate in social media
• scanned the various tools and networks people use,
looking for a gap
• Found a limitation on Facebook: members can send
email-like messages, but can’t add attachments
• Built a branded app that filled the gap — winning
1000,000 installs in the first 48 hours, #1 most active
page, and lots of repeat users
Who else is doing it:
• american express is offering tools for small business
• Brooklyn museum gave new photographers an
exhibit curated by a social community
32. 4 Meet a Need to Make a Connection: Innovis Health
• Knew where to be when crisis struck
• connected a community overwhelmed
by floodwaters with the latest information
on service access
• Helped families outside the region
connect to loved ones
• earned thousands of views, referrals,
and loyal fans with timely updates and
community action
33. 4 Meet a Need to Make a Connection: Good Will
Goodwill of Greater Washington, dc uses a personal
voice and a very unexpected strategy to meet the
needs of price-conscious fashionistas in the region.
• Goodwill transformed their live fashion show into a
virtual fashion show
• and supported the event year round with a blog
featuring quality clothes on the cheap
• The social media strategy is supported by an
online store
• Nearly 4000 people visit the blog every week
• and, one out of every 14 readers buys something
at the online store
35. How Should You Use Social Media?
ah, the big question.
There’s really just one essential thing to
keep in mind: It should provide value
VaLUe To VaLUe To to the customer and to the brand.
clieNT cUsTomeR
looking at it another way, the circles
could read:
• true to the core of your brand
eFFeCTIVe SoCIaL MedIa STraTeGy • new or unexpected
36. Start with an Honest Appraisal
Very Embrace
Risk- New
Averse Opportunities
most conservative and most powerful and
least powerful tactics least conservative tactics
• listening tools • targeted applications • social networks
• private communities • moderated contests • sponsored communities
• blogs • licensed tools • idea generation
37. Set a Strategy:
start with who Get to know what your
audience does on the
you want to talk PeoPle social web
to, not what
technology define what you want to
oBJeCTIVeS accomplish
you’ll use.
Tools decide which social
technologies to use
Your Social Media Strategy
38. Above All Else: Be Authentic
Technology changes our expectations for behavior, our standards for etiquette. social media is no
exception. a few live-by rules:
1. Listen, then talk. Know your community. Be relevant. Hear other opinions.
2. Set expectations and deliver on them. Try to be consistent. Focus on a topic. let people know
when things change.
3. Be real. Be honest about your identity. speak with your true voice. share your personality.
4. Be personal, don’t broadcast. don’t be one-sided. don’t be overly promotional. don’t repeat,
repeat, repeat.
5. Be responsive. engage in conversation. Reply quickly. answer questions.
6. Edit. don’t overwhelm with frequency. Be brief. Be compelling.
7. Be a good host. Thank your community. make people feel comfortable. Translate new terms, and
insider references.
57. RECRUITMENT | Expanding The Audience
THE CHALLENGE: convince accepted
students to commit to Capital for the coming
academic year
• 5 admission counselors
• 5,000 accepted students
• 1 month timeframe
• 600 student commitment goal
59. RECRUITMENT | Expanding The Audience
FACEBOOK
COMMUNICATIONS PLAN:
• Counselor invitation
• Share Capital Facebook page
• Event invitation for “College
Choice Day”
60. RECRUITMENT | Introductions
Subject: Hi, I’m your Capital University counselor.
Hey ______,
My name is __________, and I’m your admissions counselor at Capital
University.
Any question you have about Capital (seriously, anything) I’m here to
answer.
I’m sending this email to remind you that the national deadline for
enrollment is just around the corner — May 1. Don’t forget to submit a
deposit. You can submit yours to Capital online here:
www.capital.edu/deposits
Also, the students on our campus just got involved in something I think is
pretty cool (even the university administration got involved!)
See it at willyou.capital.edu
If you have any questions for me, the best place to reach me is on
Facebook. Add me as a friend here: <link>
Hope you’re having a great end to high school. Let me know what I can do
to make your college choice an easy one.
-_________
If you’d rather not get an email from me, I understand. Just reply to this
message and type “no thanks” in the subject line. (That way I’ll find it
easily.)
65. RESULTS | The Numbers
In less than a day,
our page gained
#1 in more fans than any
other Capital page ,
24 hrs and our Facebook
presence was 2nd
only to Capital’s
alumni group.
67. RESULTS | The Numbers
Number of “Will You”
140 statements left on
Facebook page
68. RESULTS | The Numbers
Capital was able
to exceed target
enrollment — in
100%+ a year when most
private schools
were forced to
accept lower
numbers.
69. RESULTS | The Numbers
Total unique visits
120,000 to microsite
in 3 months.
