Title

Finding the Channel:Social Media’s Influence on PR and Marketing

A Discussion with St. Ambrose University Marketing Students

{photo: Tony the Misfit/flickr.com}

Devendra

http://www.linkedin.com/in/shrikhande

SM Poll

What is Social Media?

&

A Quick PollHow many of you are active on:

Blogs Facebook

Twitter

YouTube

LinkedIn{background: @adamplitt}

Pecha KuchaPecha Kucha“pe-chak-cha”

In this format we shall run through a series of slides and then have a chathttp://en.wikipedia.org/wiki/Pecha_Kucha

Info Channels

Information Channels Across TimeNote the drop-off for traditional broadcast channels (including websites)!

http://www.baekdal.com/articles/Management/market-of-information

SM ActivitySocial Media Traffic75% of Global Internet population visit social networks

Visiting social networks is fourth-most popular activity after personal emailNielsen’s Global Faces & Networked Places 2009

SM-Expect

Within a year 82% businesses will promote their brand, goods and services via social media+

93% of Social Media users expect a company should have a social media presence*

85% believe companies should interact with customers**Cone’s Business in Social Media Study, 2008 +Equation Research

{photo: Meeting-Naturally Cyprus/flickr.com}

SM-BusinessBusiness Engagement in Social Media

Expanding Online Presence

Viral, Relationship & Cause-Related Marketing

Generating Leads-Qualified Prospects

Customer Service

Reputation Management

Crises Communications

Business Intelligence and Research

Facebook InfoThe Numbers

More than 400 million users

Not a young site anymore, older demographics growing at much faster rate

50% of active users log on every day

More than 1.5 million local businesses have active Pages on Facebook

Facebook TipsSuggestions

Brand Your Facebook page

Foster the growth of an organic community

Integrate Facebook functionality with your main site

Evaluate micro-targeted ads

Twitter InfoThe Numbers

72.5% of users joined since January 2009

93.6% users have less than 100 followers, 92.4% follow less than 100

5% account for 75% of activity

More than 50% updates are published through tools

Tie in with Google for Real-Time Search

Twitter TipsSuggestions

Subscribe to key influencers and leaders

Recruit followers with strong following

Informative tweets on your business/expertise

Encourage tweeters across the company

Monitor keywords through search

Leverage for focus groups/research

YouTube InfoThe Numbers

Reached 100 million viewers in 2009

14.8 billion videos viewed in January 2009 alone

Approximately 43 percent of the online video market share

Video search results displayed on Google first page

YouTube TipsSuggestions

Setup a channel

Create ‘how-to”/informative videos

Post solutions to common problems

Integrate with your main site by embedding videos

Display company name, URL , logo in every video

BloggingOnly 4% of Blogs are corporate

Brand with corporate identity

Be candid and timely

Set up a regular schedule for posts

Do not censor negative posts

LinkedIn50 million members worldwide

11m in Europe and 3m in India

Use the status tool to update network

Recommendations highlight expertise

Promote company website and blogs

Dialogue

Social Media is about dialogue not monologue

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Public Relations

In social media if your public relations is this….

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Cheerleading

..you will be perceived as these.

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PR 2.0

Social Media’s Influence on Public RelationsIt is not about technology it is about sociology*

Shifted from broadcast machine to community participation*

Conversations have replaced content *

It is the difference between spin and relevance *

Become a resource channel for traditional media – shorter news cycles*Brian Solis

{photo: Beppie/flickr.com}

Marketing

Similarly, if for social media, marketing focuses only….

Aisle

..it will deliver a response like this

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Mktg 2.0

Social Media’s Influence on MarketingIdeal channel for viral, relationship and cause-related marketing

Audience influences campaign through participation and/or content

Data capture and analytics deliver accurate market research

More personalized messages and better targeting for audiences

{photo: rama miguel/flickr.com}

PR-Discussion-Dominos

PR – Discussion: DominoesThe double edged sword that is Social Media

PR-Discussion-Toyota

PR – Discussion: ToyotaAn integrated response

Mktg-Discussion-Pepsi

Marketing – Discussion: PepsiCause-related, viral marketing with user generated content and integration

Thank You

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