A presentation developed by Augie Ray and Cindi Thomas, presented at the "Leveraging Social Media For Business Success" at Marquette University on 4/17.
10 Lessons on Social Media: What It Is, Why It’s Important, & How to Get Started
1. 10 Lessons on Social Media: What It Is, Why
It’s Important, & How to Get Started
Cindi Thomas & Augie Ray
April 17, 2009
2. 1995
“No online database will replace your daily newspaper… (And)
Even if there were a trustworthy way to send money over the
Internet--which there isn't--the network is missing a most essential
ingredient of capitalism: salespeople.” - Clifford Stoll, Newsweek
tech writer, 1995
“The internet? We are not interested in it.“ - Bill Gates, 1993
“I predict the internet will go spectacularly supernova and in 1996
catastrophically collapse.” - Bob Metcalfe, InfoWorld, 1995
3. Lesson One
We cannot know how Social Media will
change communications…
… but the change will be considerable.
4. 1995
“The wake up call was finding this startling statistic that web usage
in the spring of 1994 was growing at 2,300 percent a year. You
know, things just don't grow that fast. It's highly unusual, and that
started me about thinking , ‘What kind of business plan might
make sense in the context of that growth?’”
“If there’s one reason we have done better than of our peers in
the Internet space over the last six years, it is because we have
focused like a laser on customer experience, and that really does
matter, I think, in any business. It certainly matters online, where
word of mouth is so very, very powerful.”
13. What is Social Media?
Web 1.0 Web 2.0
Clicks & Intimacy
Traffic & Influence
14. What is Social Media?
Web 1.0
Clicks &
Traffic
Interactions
Involvement
Relationship
Open,
Quality of
Click Rates,
Hits, Visits, Opt-ins
Time on Site
2009
1995
Based on Measuring Engagement: Forrester
15. What is Social Media?
Influence
Web 2.0
Intimacy
Intimacy
& Influence
Net Promoter
Interactions
Score,
Brand Affinity,
Involvement Sentiment Forwarded
on blogs, Content,
Consumer
Relationship
Repurchases
Open,
opinions
Quality of
Click Rates,
Hits, Visits, Opt-ins
Time on Site
2009
1995
Based on Measuring Engagement: Forrester
16. What is Social Media?
Web 1.0 Web 2.0
Owning Sharing &
Collaborating
20. What is Social Media?
Web 1.0 Web 2.0
Read Interact
Clicks & Traffic Intimacy & Influence
Media to Person Person to Person
Owning Sharing &
Collaborating
27. Where is Social Media?
1. All ideas compete on an
equal footing.
2. Contribution counts for more
than credentials.
3. Leaders serve rather than
preside.
4. Tasks are chosen, not
assigned.
5. Power comes from sharing
information, not hoarding it.
34. Lesson Six
Social Media is leveling the playing
field, giving almost the same reach to
consumers as to big brands.
35. How are Consumers using Social Media?
quot;I speak about it because I love it. I understand
they're a family restaurant, but I think it can't
hurt them to have a little spice.quot;
36.
37. Lesson Seven
Social Media is making the distinction
between ownership and stewardship
of brands more evident than ever.
39. Where do consumers talk about brands?
• 1,000 Tweeple w/ 100,000 followers
• ~50,000+ Tweets/month
• 750,000 Blog mentions/month
• 215,000 Members
• 29 million posts
• 500+ groups w/ 750,000+ members
• 1.9M images
• 2,900 groups
• 17,000 uploads/month
• Top 10 all-time posts:
• 350M views
• 500K+ comments
40. Where do consumers talk about brands?
And we’re just getting started…
YEAR
Facebook 228%
LinkedIn 82%
Ning 169%
Twitter 1382%
Nielsen Online; US, Home and Work; Unique Audience 2/2008 to 2/2009
41. Where do consumers talk about brands?
And we’re just getting started…
MONTH
Facebook 23%
LinkedIn 13%
Ning 22%
Twitter 77%
Compete.net; Data for month of March
42. Where do consumers talk about brands?
Compete.net; Data for month of March
43. Where do consumers talk about brands?
And we’re just getting started…
• In 6 months, the number of people
35-44 increased 260%; people 45-54
grew 400%.
• 30% of Facebook users are older
than 35 and another 24% are 26-34.
• In 60 days, number of people over 35
doubled
Compete.net; Data for month of March
44. Where do consumers talk about brands?
And we’re just getting started…
• The largest demographic visiting
Twitter.com are 35- to 49-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 same
percentage as between 18 and 24.
45. Where do consumers talk about brands?
Consumers distrustful of marketing communications.
46. Where do consumers talk about brands?
Consumers are avoiding ads.
DVR Owners
Live
40%
Time
Without
Delayed
Ads
60%
55%
With Ads
5%
Forrester: The Mind Of The DVR User: Media And Advertising
47. Lesson Eight
Consumers’ brand perceptions will be
based as much upon what they hear
from others as on brands’ marketing
communications.
48. Where do brands fit in Social Media?
Banner Ad CTR
0.35%
0.30%
0.25%
0.20%
0.15%
0.10%
0.04%
0.05%
0.00%
2004 2005 2006 2007 2008
Banner Ad CTR
56. Ten Lessons on Social Media
1. Social Media will change all communications.
2. Focus on the experience and not on the technology.
3. Consumers want to be engaged, not talked at.
4. Social Media is impacting expectations in the real world.
5. Socialization occurs everywhere.
6. Social Media gives consumers enormous reach.
7. Consumers own the brand more than ever.
8. Consumer’ opinions will be based more on what they
learn from others than from marketing communications.
9. Social Media is a medium for use across the organization.
10. Brands cannot hide from transparency and authenticity.
58. Which is rated
Which is rated best
best overall?
by people in
your network?
Which treats Which is rated best
employees best? by people like you?
Which offers
Which is cleanest?
best-rated service?
Which is considered Which is considered
the best value? best for families?
Which is considered
In which have your
most romantic?
friends eaten?
Which has the In which are friends
best burger? dining right now?
61. 1. Spend some time getting to know others.
2. Produce information of interest and benefit to them.
3. Share it and make it easy for others to do the same.
4. Listen and respond.
That’s being social.
62. Experience is the best teacher
Engage personally
Learn and apply to your brand
66. Facebook Tips
• Check in at least once a day
• It’s ok to not be friends with everyone
• Explore applications, profiles, pages and
groups
67.
68. LinkedIn Tips
• Keep profile up to date
• Recognize professional nature
• Answer questions, join discussions
• Sign up for updates alerts
69.
70. Twitter Tips
• Be sure to include location and short
description in your profile
• Follow a variety of people, brands and
organizations
• Reply to others with “@” replies to start or
continue conversations
• Be real
71. Evaluate
Who have you engaged with?
What don’t you like?
Why?
Where do you seem to spend the most time?
When have you turned to one over the other?
How do you engage differently?
84. Listen
• Have a plan for response
• Prevent “brandjacking”
• Revisit and reinforce
employee communication &
ethics standards
85. Identify influencers & social currency
Who are the influencers?
What do you want them to do for you?
What will you do for them?
86. Make your currency social
• Start with established plans/initiatives
• Draw from your personal engagement - how
could these initiatives be more social?
• Ideas:
• Leverage expertise in blog outreach
• RSS produced information
• Shift promotions to social entries