Being Social* (*With or Without Social Media)
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Transcript of Being Social* (*With or Without Social Media)
PRESENTED BY ANTHONY JULIANO
APRIL 13, 2011
HELLO!
SOCIAL NETWORKING,
SOCIAL MEDIA & WEB 2.0
WEB 2.0
SOCIAL MEDIA
SOCIAL
NETWORKING
MYSPACE
BLOGS
MICROBLOGS
PHOTO/VID
SHARING
INTERACTIVE
DIALOGUE
USER-
GENERATED
THREE THINGS TO CONSIDER
BEFORE DECIDING WHICH
TOOLS YOU’LL USE
WHICH SOCIAL MEDIA TOOL
IS MOST USED BY
THE INC. 500?
TOOLS USED BY INC. 500 - 2010
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook Twitter Blogging Online video Message/bulletin boards
Podcasting MySpace Foursquare Do not use
SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH
WHICH SOCIAL MEDIA
TOOL IS CONSIDERED
MOST EFFECTIVE
BY THE INC. 500?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online video Message/bulletin boards
Blogging Facebook Twitter Podcasting
SUCCESS RATES REPORTED
BY INC. 500 - 2010
SOURCE: CENTER FOR MARKETING RESEARCH, UNIVERSITY OF MASSACHUSETTS DARTMOUTH
TAKEAWAYS
SOCIAL MEDIA IS USED BY 82% OF
THE INC. 500
SUCCESS RATES ARE HIGH
NO ONE TOOL WORKS FOR EVERYONE
WHAT’S RIGHT FOR SOMEONE ELSE MAY
NOT BE RIGHT FOR YOU
WHY DO FACEBOOK
USERS “LIKE” A PAGE?
OUT OF OBLIGATION
THEY WANT FREEBIES/DISCOUNTS
THEY WANT TO CELEBRATE THEIR ASSOCIATION WITH THE BRAND
THEY WANT TO BE HEARD
THEY WANT TO INTERACT WITH THEIR PEERS
THEY WANT INFORMATION/EDUCATION/ENTERTAINMENT
WHAT HAPPENS ON A SUCCESSFUL
FACEBOOK PAGE?
THE BRAND POSTS OFTEN ENOUGH TO
STIMULATE CONVERSATION, BUT…
MOST OF THE CONVERSATION IS STARTED
BY/HAPPENS AMONG THE AUDIENCE, AND…
QUESTIONS ARE ANSWERED PROMPTLY (AND
SOMETIMES BY AUDIENCE MEMBERS
THEMSELVES)
WHAT DOES THE
AUDIENCE WANT?
ANSWERS--FAST
UNIQUE, ENGAGING CONTENT
INFORMATION AND EDUCATION, NOT ADVERTISING
AN EXPERIENCE THAT MAKES FANS WANT TO CONNECT WITH EACH OTHER
REMEMBER: ON FACEBOOK, YOU DON’T HAVE
CUSTOMERS, YOU HAVE…
SOCIAL MEDIA
DISCUSSION BOARDS
CONSUMER OPINION
BLOGS
YOUTUBE
AND THOUSANDS
OF OTHER OPTIONS
MAKE IT LESS ABOUT YOU…
CUT THE CLUTTER ON YOUR WEBSITE—LESS IS MORE
AND MORE ABOUT THEM…
ANTICIPATE THEIR NEEDS—WHY DO THEY VISIT?
BE RESPONSIVE TO EMAIL INQUIRIES
PROVIDE AN FAQ PAGE OR COMMENT FORM FOR FIELDING CUSTOMER QUESTIONS
GIVE CUSTOMERS THE OPPORTUNITY TO SHARE PHOTOS/TIPS AND POST THEM ON YOUR SITE
ALLOW CUSTOMERS TO SCHEDULE SERVICE APPOINTMENTS ONLINE
CREATE FUN, ENGAGING CONTESTS
BEING SOCIAL
THE WEB IS CHANGING—AND SOCIAL MEDIA
IS AN IMPORTANT PART OF THAT
TO RESPOND, YOU MUST SET GOALS, UNDERSTAND
YOUR AUDIENCE & ALIGN WITH RESOURCES
THAT MIGHT LEAD YOU TO SOCIAL MEDIA—OR IT MAY
JUST MEAN MAKING YOUR WEBSITE MORE SOCIAL
1. FLICKR/COCKTAIL PARTY AT THE IMPERIAL HOTEL: MARCH 13, 1961 (TOKYO, JAPAN)/TAKOMABIBELOT
6. FLICKR/THREE LADIES IN CONVERSATION/AKUPPA JOHN WIGHAM
7. FLICKR/TOO LOUD/ROGIRO
8. FLICKR/TWINS (PART 1)/NAOMI CAMPBELL
9. CONVINCEANDCONVERT.COM
13.FLICKR/MATTHEW MCVICKAR/ARROW AND TARGET
14. FLICKR/ALAN WOLF/AUDIENCE VISION 2020
15. FLICKR/COUNTING CHANGE FOR BREAKFAST/JUSTIN RASMUSSEN
22. FLICKR/POOL PARTY 1994/JOE SHABLOTNIK
25. FLICKR/LOLLAPALOOZAFEST/FANS @ WOLFMOTHER
28. FLICKR/COCKTAIL PARTY AT THE IMPERIAL HOTEL: MARCH 13, 1961 (TOKYO, JAPAN)/TAKOMABIBELOT