Social Media 101 by Janette Toral
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Social Media 101 presentation delivered by Janette Toral featuring the social media basics, Internet trends for 2010, social media and networking case studies in the Philippines, social media policies to consider for the corporation, and taking care of reputation online. This was presented last July 16, 2010 at a corporate workshop on social media that took place at Lima Park Hotel, Malvar, Batangas.
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Social Media 101 by Janette Toral
- 1. Social Media 101 Jane/e Toral h/p://www.e-‐commercephilippines h/p://www.blog4reviews.com
- 2. Internet Search emerges as the top online acAvity. Ac#vi#es showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across Na#onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010
- 3. What people Search for on the Net Base: Past month Internet users aged 10+ across Na#onal Urban Philippines who have used a search engine in the past month Source: Yahoo!-‐Nielsen Net Index 2010
- 4. Social media is changing the rules of engagement Base: Past month Internet users aged 10+ across Na7onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010 Do you know what people say about you?
- 5. Social Media 101 • Content created by regular Internet users for each other using publicly accessible technologies.
- 6. Social networking 101 • TradiAonal or in-‐person acAviAes done online.
- 7. Types of Social Media sites • Blogs • Media sharing • Microblogs – YouTube – Twi/er – Flickr • Social networks • Social bookmarking / – Facebook voAng – MySpace – Digg – Friendster – Delicious – LinkedIn – StumbleUpon – Plaxo • Review – Ning • Forums • Virtual worlds
- 8. In 2009, Havaianas created a movement calling people to only "wear original" Havaianas flip-‐flops and curb the proliferaAon of local imitaAons and products that bastardized the brand. Winner of DigitalFilipino Social Networking Awards 2010 (Media Sharing category)
- 9. The campaign also leveraged customers' love for the brand and more importantly -‐ Filipinos' obsession with sharing photos on-‐line, as seen by the numerous posts on the pledge wall. This feature became the primary driver of site traffic as visitors shared their pictures on the pledge wall on their social network pages.
- 10. Brand Background Real Leaf green tea is the newest ready-‐to-‐drink (RTD) tea in the market launched mid-‐2009. Real Leaf is brewed from 100% whole green tea leaves, naturally packed with Theanine, with a delicious hint of fruit and honey. The Challenge • Reinforce strong challenger status by demonstraAng that key influencers have already switched into the brand Winner of DigitalFilipino Social Networking Awards 2010 (Blog category)
- 11. 1st place: Mommy Talks by Precious BahinAng h"p://www.mommytalks.net/2010/01/real-‐leaf-‐paparazzi.html
- 12. Winner of DigitalFilipino Social Networking Awards 2010 (Media Sharing category)
- 13. Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)
- 14. Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)
- 15. Winner of DigitalFilipino Social Networking Awards 2010 (Media VoAng category) BACKGROUND Apl de Ap + MTV Asia + PH DOT were in search for the next unsigned PINOY ARTIST
- 17. Slurpee / Grand Chase Purchase a 22oz. Slurpee Grand Chase-‐themed Flavor Add P2.00 and get 1 of 9 Collectible Item Redemption Cards Find the Slurpee / 7-‐Eleven NPC within Grand Chase and enter your code Get these awesome In-‐Game items! Winner of DigitalFilipino Social Networking Awards 2010 (Virtual Worlds / Gaming category)
- 18. The MARLBORO Black Lounge An online member-‐get-‐ member promo#on which aimed to grow the number of Marlboro Adult Smoker Database members, while at the same Ame support the launch of the brand’s newest variant – Marlboro (Black) Menthol. *Promo period: Sept 1 – Oct 5, or when the 50 Black Lounges are completed – whichever comes first. Winner of DigitalFilipino Social Networking Awards 2010 (Virtual Worlds / Gaming category)
- 19. • Online contest open to all sulit.com.ph members • SuliAzens were asked to create their own ValenAne’s Day postcard for their loved one using any computer sohware, with a 5.83 x 7.87 dimension and email it to sulit.com.ph Winner of DigitalFilipino Social Networking Awards 2010 (Forum category)
- 20. http://buddygancenia.com/blog/rates - landing page for the link-building campaign. - All the necessary information about the videographer, contact details, the products and services, the rates and sample videos are all in this page. Winner of DigitalFilipino Social Networking Awards 2010 (Search Engine MarkeAng category)
- 22. Social influencers • People who have influence on their peers heavily influenced by the quality and volume of content they share online to their peers. – Referent influencers – Expert influencers – PosiAonal influencers (peers) Source: Social Media MarkeAng for Dummies (Shiv Singh)
- 23. EffecAveness Web 2.0 • Search • Talk or Write • Share
- 26. Twi/er stream
- 36. Corporate blogging / social media guidelines • Blogs, social networks, and wikis are for individual interacAons (not corporate communicaAons) – Posts are personal responsibility. – Speak in behalf of yourself explicitly. • Use disclaimer. • Write what you know. • Respect copyright. • Don’t share company proprietary info, reports, conversaAon, financials, etc. without permission.
- 37. Corporate blogging / social media guidelines • Don’t cite or reference partners, clients, and suppliers without approval. • Be respecoul and considerate. • Add value. • Point to similar resources. • Quality. – Correct mistakes promptly. • Time management – Does not interfere with work.
- 38. Building Tribes • Tell a story • Lead a movement – Who are you upseqng? – Who are you leading? – Challenge the status quo – Establish a culture. • Connect a tribe • Everyone is important. – Who are you connecAng? – Being a leader gives you – Stage 1 to 5 charisma. • Life sucks • Make change • My life sucks • I’m great – Commit • We’re great • Life is great
- 39. • Bring out the best in others. • Get recognized. • Outperform. • Overcome life's challenges. • Enjoy be[er health. • Be a top choice (win life's popularity contests: job, rela#onship, friendship). The Likeability Factor by Tim Sanders
- 40. Building Power and Influence • Pick a niche • Share what you know • Be different and stand out • Forge alliances • Be featured • Appear in search engine results
- 41. The Needs • Rank Higher In Google, Yahoo, Bing • Find interested buyers by hiqng the right market • Increase conversion rate • Increase brand awareness • Personalized online strategy • Viral MarkeAng / CreaAng a buzz • Control what people see online about you • Engage your target market Managing your internet image -‐ Will people search for you? -‐ Will people write and talk about you? -‐ Will people share informaAon about you? -‐ Will people contact you? Source: SearchProfileIndex.com by 4thMediaCorp.com
- 42. Thank you! h/p://www.e-‐commercephilippines.com h/p://www.searchprofileindex.com