Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Social Media Smarts
1. Social Media Smarts
An Introduction to the
Social Web, Tools and Strategies
by G io va n ny G ut ie rrez
Wednesday, August 5, 2009
2. Twitter
Bio
Director of Interactive
Media for Tinsley
Advertising. Instructor
at Miami Dade College
since 2001. I'm a dork
and I love what I do!
Wednesday, August 5, 2009
5. Why am I here?
Learn the who, what, where and why
Understand the mechanics of the social web
including online reputation management
Create new relationships with potential clients
Generate great quality, relevant links
Drive direct and indirect sales
Improve Customer Service
Increase Customer Satisfaction
Discover social media tools plus do's and don'ts
Wednesday, August 5, 2009
7. Evolution
or
Revolution?
Wednesday, August 5, 2009
8. Marketing Has Changed...
Source: Internet Advertising Bureau, 2004
Source: Darwin Day Conference, by Google
Wednesday, August 5, 2009
9. Marketing Has Changed...
Source: Internet Advertising Bureau, 2004
Source: Darwin Day Conference, by Google
Wednesday, August 5, 2009
10. Product Proliferation
Source: Strike up the Brands. McKinsey & Company, December 2003
Source: Darwin Day Conference, Google
Wednesday, August 5, 2009
11. Product Proliferation
Source: Strike up the Brands. McKinsey & Company, December 2003
Source: Darwin Day Conference, Google
Wednesday, August 5, 2009
12. Media Proliferation
Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
Wednesday, August 5, 2009
13. Media Proliferation
Today, media is fragmented
13,500 radio stations
(4,400 in 1960)
17,300 magazine titles
(8,400 in 1960)
Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
Wednesday, August 5, 2009
14. Media Proliferation
Today, media is fragmented
13,500 radio stations
(4,400 in 1960)
17,300 magazine titles
(8,400 in 1960)
82.4 TV channels per home
(5.7 in 1960)
Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
Wednesday, August 5, 2009
15. Media Proliferation
Today, media is fragmented
13,500 radio stations
(4,400 in 1960)
17,300 magazine titles
(8,400 in 1960)
82.4 TV channels per home
(5.7 in 1960)
And the Web:
Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
Wednesday, August 5, 2009
16. Media Proliferation
Today, media is fragmented
13,500 radio stations
(4,400 in 1960)
17,300 magazine titles
(8,400 in 1960)
82.4 TV channels per home
(5.7 in 1960)
And the Web:
Millions of sites
Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
Wednesday, August 5, 2009
17. Media Proliferation
Today, media is fragmented
13,500 radio stations
(4,400 in 1960)
17,300 magazine titles
(8,400 in 1960)
82.4 TV channels per home
(5.7 in 1960)
And the Web:
Millions of sites
Billions of pages
Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
Wednesday, August 5, 2009
25. I post on blogs because I can
express myself to millions of
people at once. I like the rush,
and I feel empowered.
Wednesday, August 5, 2009
26. The Audience is selecting
Drive to work - XM Satellite
Watch podcasts
Pop-up blocker on browser
Subscribe to blogs via RSS
DVR all shows
Wednesday, August 5, 2009
27. Unlike newspapers and TV where
the advertisers are speaking at
consumers, the Internet allows for
more back and forth interaction.
Wednesday, August 5, 2009
28. What is Social Media?
Social media describes the online
technologies and practices that people
use to share opinions, insights,
experiences, and perspectives with each
other (Wikipedia 2007)
Wednesday, August 5, 2009
29. Social Media is...
Sharing
Cooperation
Collaboration
Collectivism
Wednesday, August 5, 2009
34. Content is king, immersive
conversation is quickly
challenging the throne.
Wednesday, August 5, 2009
35. Reputation Management
If you're going to be talked about, you
might as well hear what they say.
Every business should have a digital
presence.
Employees on twitter talking... no
policy... except to encourage it.
Transparency trends - What is good and
not so good about you... builds trust.
Wednesday, August 5, 2009
36. You are talking with
customers not
screaming at them.
Wednesday, August 5, 2009
39. Why Facebook for
your business?
There are over 150 million active users on Facebook
More businesses large and small are actively reaching and
engaging customers through Facebook
Global chains all the way down to the local pub are building
social marketing strategies that leverage the strengths of
Facebook to drive traffic to their pages and feet to their
premises.
Wednesday, August 5, 2009
42. Facebook Pages
A Facebook Page is a public profile that enables you to share
your business and products with Facebook users.
Create a presence that looks and behaves like user profiles to
connect and engage with your customers
A Facebook Page is created by a user but it is not a user.
Users will become Fans as opposed to a Friend with a
Facebook Page
You can have more than one admin for a Facebook Page
Facebook Pages have metrics (called Insights) to monitor
your social activity
Wednesday, August 5, 2009
43. 5 things all businesses
should be doing on Facebook
1. Create a Facebook Page
2. Create Facebook events for promotions and special
occasions
3. Link to Facebook from your website
4. Publish fresh photos, videos, and updates to your
Facebook page
5. Talk to your customers
Wednesday, August 5, 2009
53. 5 MORE things you could be
doing on Facebook
1. Brand your own Facebook Page with custom tabs
2. Promote your page/events with highly targeted
social ads
3. Add contests and voting applications to your
Facebook Page to give your customers a voice
4. Integrate Facebook Connect on your website
5. Sponsor popular applications with ads and virtual
gifts
Wednesday, August 5, 2009
68. Facebook Username
You can personalize your Facebook URL (web
address) by selecting a unique username.
Secure own Facebook Username
Example: facebook.com/vw
You need 100 Fans
Choose yours at Facebook.com/username
Promote your custom URL
Wednesday, August 5, 2009
70. Facebook Insights
Count of active fans this week, with full age/sex/
location breakdown.
Post quality rating, from 1 to 5 stars
Graphs for Interactions, Interactions per Post, Post
Quality, Stream CTR, Posts, Page views, Media
Consumption, Reviews
Wednesday, August 5, 2009
80. Why Twitter for your
business?
Everyday, millions of users create, share and discover ideas
Users also find great value in connecting with businesses of
all kinds on Twitter to:
Share their experiences, both good and not so good
Provide feedback on recent events and launches
Discuss product ideas
Learn about exclusive deals or offers
Get customer service
Wednesday, August 5, 2009
81. A few of many Twitter
success stories
Twitter users follow Dell Outlet for exclusive deals
on electronics—and have driven more than $3M in
sales through Twitter
Ice cream eaters in New York give local chain Tasti-
D-Lite marketing feedback via Twitter—and
sometimes get surprise dessert deliveries
Coffee drinkers in Houston choose CoffeeGroundz
for the personal relationships they’ve built on
Twitter—and the shop’s Twitter-based ordering
Wednesday, August 5, 2009
82. A few of many Twitter
success stories
Costa Vida had “February Free Burrito”.
80 followers tweeted, forwarded it to friends, more
than 2,500 people inundated one of their stores
looking for the free burrito.
Silicon Valley pizza chain called Tony & Alba.
Looking at keywords "pizza". Local man asking
around where he can get pizza. After offering free
soft drinks and reserving a table, it clinched the deal.
Positive experience = future business
Wednesday, August 5, 2009
83. A few personal stories
Obama speech in Biscayne Park was so packed that
you couldn’t get in. I get a tweet apologizing from the
Obama Team with a link to watch the event
streaming. Right there on my iPhone.
Zappos CEO watches Twitter and saw my tweet that
I just purchased new sneaks with a link to them. I
receive an email from him that he upgraded my
deliver to overnight. Had the shoes in 24 hours.
Method Soap sent me a replacement Omop after I
tweeted how mine broke.
Wednesday, August 5, 2009
84. Horror stories
Ketchum executive used his Twitter account to
insult Memphis, the hometown of his client Fedex,
the morning he was to meet with them there in
Memphis. The tweet was copied to Fedex’s
marketing management.
Wednesday, August 5, 2009
85. You're a professional, but you're also a
human being. In our technologically
integrated world today, it's hard to
remember that there's always a line.
And the world may see you cross it.
Wednesday, August 5, 2009
86. How does it work?
Twitter lets you write and read messages of up to
140 characters, or the very length of this sentence,
including all punctuation and spaces.
The messages (also known as tweets) are public,
and you decide which accounts you want to receive
messages from
Twitter works equally well from your desktop or
mobile phone
Wednesday, August 5, 2009
87. Before you dive in
If you want to spend time listening first, you don’t
need an account to search at twitter.com
Try searching for your company and a few key
topics in your field
Listening can help you get a sense of how you want
to engage on Twitter
Wednesday, August 5, 2009
88. Getting started is easy
Signing up for an account takes just a few minutes
To help people recognize and trust your account, fill
out your profile completely and include a picture
Wednesday, August 5, 2009
89. Follow relevant accounts
To find people talking about your company or
topics in your field, remember to use Twitter’s
search.
Following somebody means you’ve subscribed to
their tweets
You can also choose to interact without following an
account, just send them a tweet
Wednesday, August 5, 2009
90. Post t weets
People like tips, links to interesting stories and
blogposts (they don’t have to be about your
company), exclusive deals and a good sense of
humor.
People like the human touch and will appreciate
posts with your thoughts and experiences more
than you think
They also like it when you say hi, respond to their
questions, comments, praise, complaints and jokes
Wednesday, August 5, 2009
91. Key terms…
To follow somebody is to subscribe to their
messages
A tweet is an individual message
A DM or direct message is a private message on
Twitter (think email)
RT or retweet is to repost a valuable message from
somebody else on Twitter and give them credit
(think forwarding an email)
Trending topics are the most-discussed terms on
Twitter at any given moment
Wednesday, August 5, 2009
92. …and some special lingo
@username is a public message to or about an
individual on Twitter
A hashtag—the # symbol followed by a term and
included in tweets—is a way of categorizing all the
posts on a topic
Shortened URLs. To fit links into the short
messages, Twitter shrinks some URLs down
automatically
Wednesday, August 5, 2009
103. Build relationships on
Twitter
Listen for comments about you
Respond to comments and queries
Ask questions
Post links to things people would find interesting
Retweet messages you would like to share
Use a friendly, casual tone
Wednesday, August 5, 2009
104. Advantages
It’s instant feedback
Multiple devices (phones, desktops, sms)
Target geographic
Target keywords/key phrases
Did I mention it’s free?
Wednesday, August 5, 2009
117. Books & Books
“Discussions and signing with...”
Coral Gables Cinema
“Films opening this weekend...”
Giardinos Salad
“Soup of the day is...”
Por Fin
“Join us for happy hour from,...”
Wednesday, August 5, 2009
118. Paper Emporium
“Paper sale, buy 75 get 25 free...”
Peter Brooke
“Wednesday, Scoops are .99...”
Ortanique
“Tuesday: Mojito Madness”
Fritz & Franz
“Tonight’s musical guest is...”
Wednesday, August 5, 2009
128. Popularity Contest
How to find followers How to get discovered
MrTweet.com TwitterPacks.pbwork
s.com
CrazyBob.org/
Twubble WeFollow.com
TweepBeep.com
ExecTweets.com Remember, promote!
TwitterFall.com Twitter.com/badges
TweetGrid.com
Wednesday, August 5, 2009
147. Tricks of the trade
How to schedule & automate your tweets
TweetLater.com
HootSuite.com
How to analyze your activity
Klout.net
Google.com/Analytics
Wednesday, August 5, 2009
158. 5 Steps to Getting Started
1. Pick your name and customize your page.
2. Start following people (not just friends). Follow their
ideas. Remember you can search.
3. Get to posting. What are you doing? What’s
happening?
4. Reply to people - interact.
5. RT. Give credit. Etiquette. Viral communication.
Sharing the idea.
Wednesday, August 5, 2009
159. Can I do this myself?
Wednesday, August 5, 2009