The Why and How of Social Networking Dianna BrodinePeterson Publications, Inc.

TwitterJanuary 2009

• 200 million tweets

January 2010

• 1.2 billion tweets

Source: Mashable

FacebookJanuary 2009

• 45 million active users

January 2010

• 400+ million active users• 50% access Facebook daily• 100 million of those users are

accessing Facebook through mobile apps

• 5 billion pieces of content shared daily – links, photos, news stories, blog posts

Source: Facebook

LinkedInJanuary 2009

• 45 million members

January 2010

• 50 million members• Economy key factor in LinkedIn

growth – Job searching! Networking!

• Twitter and LinkedIn now joined

Source: LinkedIn

YouTube

January 2010

• 71 million unique visitors per month• Six out of seven U.S. Internet users now view online video content in

a month (YouTube, Hulu, and others)• Duration of average online video: 3.5 minutes

Source: YouTube, Comscore

What is Social Media?•Social media is a way of creating an identity for

your brand, establishing your expertise in the marketplace.▫Communicate.▫Educate.▫Build a relationship.

•Customers aren’t trying to find you – you need to meet them where they’re at. And where they’re at is Twitter… Facebook… LinkedIn

What is Social Media Not?

•Social media is not a marketing strategy.

It is a method used to share that strategy.

Who is Engaging Through SocMed?•College kids•Grandmothers•Corporations (Starbucks, Home Depot, Pepsi)•Small start-ups looking to build their brand•Your suppliers•Your customers•Your competitors•PIA•FSEA• IADD

When Should You Engage?•Consistency is key. If you’re building a

relationship, you can’t expect to post once a month and see results.

• It’s also important to monitor communications.

Where? How? LinkedIn

▫The power of the group. ▫Discussions are relevant, impactful, and share

expertise.

Where? How? YouTube▫Demonstrations, how tos, plant tours

Where? How? Twitter▫Quick

engagements in 140 characters of less

▫Participate in conversations, build relationships

▫Share! Link, link, link

Where? How? Blogs•Blogs▫Reveal company personality and production

expertise▫Not an article or involved write-up each time – be

interesting and engage the audience

Where? How?•Wikipedia▫Viewed as a reliable encyclopedia entry so populate it

• Facebook▫Another impression opportunity▫Probably checked more frequently than any other site

• Flickr▫Upload and share photos

• Slideshare▫Upload and share presentations

Why?•Survival of the industry. ▫Graphic designers are networking and looking for

information via social media. Keep foil stamping, embossing, die cutting, UV coatings top of mind by sharing expertise, cool photos, etc.

Why?•Marketing gurus tell us it takes 20 impressions

before a consumer is moved to action. ▫In today’s impression-intensive world, it may be

more. Whether the information you share/interactions you participate in are relevant to every reader every time isn’t important – what is important is that you’ve notched one more impression in the mind of a potential customer.

Why?•Social media = Tech savvy. ▫An updated social media component to a marketing

strategy can correlate – in the customer’s mind – to the latest and best in equipment and capabilities.

Why?•Build relationships, reach new audiences. ▫Social media is a part of the sales function. You’re

reaching an audience that may not take a cold call at the office, but if you’ve shared relevant info via a shared social media outlet, your company gains value in the mind of the prospect.

Why?•Search Engine Optimization▫Information on the internet is indexed by keywords,

and the more those keywords lead back to your sites, the more likely your company is to be found by someone searching for your knowledge and capabilities.

Industry• Twitter▫@GraphExpo @Univacco▫@BrausseGroup @finishondemand▫@CnvCurmudgeon @Bert_co

•LinkedIn▫Print Industry Networking Group 15,000+▫Paperboard Packaging Group 2,700+▫Folding Carton Converters, Manufacturers, & Users

•YouTube▫Bobst Group, Brausse, AIM, Heidelberg

Find the FSEA•Find the FSEA▫Twitter - @foil_fx▫Facebook – Foil and Specialty Effects Assoc.▫LinkedIn Group – Foil & Specialty Effects Assoc.