An overview of social media for the Eugene Chamber's Women Business Leaders group - including how to maximize your reach on the social Web by partnering with Citizen Marketers.
4. The Evolution of the Web…
Web 1.0 Web 2.0 Web 3.0
get noise make noise filter noise
• read content • user generated • contextual info
• paid content • interactivity/sharing • less clutter
• move to digital • connectivity • ads as content
• static sites • pull content/free • …TBD…
• push content • social networking
• eCommerce • streaming audio
• streaming video
5. What is Social Media?
The use of electronic tools
for the purpose of sharing
and discussing information
and experiences with
others…
social interaction pictures
audio
technology
-- build shared meaning --
words video
6. Examples of Social Media Tools
user generated up-to-date friends/
and monitored family activity
encyclopedia
social networking/
video sharing/ business networking
presentation
sharing
photo sharing
blogging tools
social news /
social bookmarking
microblogging sites
9. New Buzz…
“The customer is now a collaborator.”
“One person can make change – quickly!”
“TV attracts watchers, online video attracts users.”
“Journalism students know more than professors.”
“Anyone CAN become famous now.”
10. Differs from Traditional Media?
…depends on interactions
between people as the
discussion and integration
of words building shared
meaning.
…it’s not finite…
technology
is
the
conduit
Source: Wikipedia
11. For Brand Survival…
Traditional Media Social Media
Customer Collaborator
Talk to Talk with
Selling Sharing
Voice = Company Voice = Citizen
More expensive
Prof media outlets
VS Less expensive
User generated content
Push marketing Pull marketing
Broader market Targeted markets
Static content Evolving content
Short lived Long life
One-sided Multiple opinions
13. A New Breed of Marketers
Citizen Marketers
Customer evangelists who generate
media (primarily online) on behalf of
products, services, companies, or
people who generate inspiration.
26. Tips for Gaining Citizen Marketers
• Provide “Community Operating Agreement”
• Seed your community with the people who already
know/love you (trust is paramount)
– The first 25 set the tone
• Reward them for promoting you (not with/$)
• Be VERY transparent – must be authentic! Treat
them like Kings & Queens
• Provide them with a tool kit
– share goals, widgets, discount codes, product samples…
• Be attentive to their needs (respond quickly)
• Treat them as part of your Team
• Ask – Listen – Respond – Implement - Thank
29. A Closer Look…
RSS…really simple syndication / rich site summary
A way to subscribe to Web sites,
and elements of Web sites, that
you'd like to receive on an ongoing
basis.
30. Old Way of Getting Info Online…
d it
yo u f in
31. New Way of Getting Info Online…
i be to it
subscr
you
32. The Process to subscribe…
Click once to subscribe to this blog
39. Deepen Brand Relationships Via Social Media
• 93% say a company
should have presence in
social media
• 85% say a company
Will should use it to interact
Work w/them
4
Free! • Almost 60% of Americans
interact with a brand on a
social media site
• 56% feel a stronger
connection to brands when
use social media
Sept 08
strategy and communications agency
40. Why Important?
• Monitor your brand and reputation online
• Monitor others brands/reputations
• Interact with your consumers
– Transparency is paramount!
• Expand your reach
• Track ROI better
• Because the Internet is where exchange
happens!
41. Reach Challenging Markets
• Men
– 2x as likely as women
• Men/Women 18-34 yrs
– 33% want companies to
market to them via social
media
• Wealthiest households
– 33% want companies to
market to them via social
media
43. Free tools for measuring social media
• Technorati (# of links, authority)
• Del.icio.us, Digg (quality and type of coverage)
• Google Analytics (site statistics)
• Flickr (photo views)
• Feedburner (subscribers)
• Google Blog Search (what citizens are saying)
• Yahoo Pipes (manage RSS)
• Compete, Alexa (traffic)
• Quantcast (types of users, ratings, demographics)
45. Staying Connected to Me…
linkedin.com/in/carolinecummings
facebook.com/carolinecummings
twitter.com/iamcarolina
slideshare.net/carolinec
carolinecummings.wordpress.com
Things that make ya go hmmm
47. Media Trends
• People have the power, not business
• Hyper-target marketing (1-1 marketing)
• IPTV (Internet Protocol Television)
• Mobile technologies
• Ads as content
• Newspapers embracing Citizen Journalists
• Gaming and advertising
• Contextualized Internet experience (Web 3.0)
49. Book recommendations…
positioning, message the viral nature of social
delivery and reputation how to unleash the power of media and how it’s
management are in the crowds in your business… changing the way people
hands of the people - form groups and exist
where anyone can be a within them.
publisher or broadcaster.
B. McConnell, J. Huba B. Libert, J. Spector C. Shirky