SOCIAL MEDIAJuliet Davis

Today’s Questions:

What is Social Web Media, REALLY? How Can Businesses Use It Beneficially? How Can Effectiveness Be Measured?

Social Media Defined

A category of sites that is based on user participation and user-generated content. They include social networking sites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, blogs and microblogs such as Twitter, wikis, such as wikipedia, and other sites that are centered on user interaction. --SearchEngineWatch.com glossary

Other key words: participatory, web 2.0, folksonomies (the practice of categorizing content through tags).

It’s Huge

10% of all time spent on the Internet is spent on social web media sites.

75% of all Americans are using some form of social media.

Marketing Uses of Social Media

88% of marketers are now using social web media as part of their marketing campaigns.

Twitter, blogs, LinkedIn, and Facebook are the top four tools

Positive results are correlated to the amount of time devoted to the activities, as well as the length of time that marketers have been invested in the work.

-- Social Media Marketing Industry Report , 2009 http://www.whitepapersource.com/socialmediamarketing/report

Social Networking Sites (e.g., FB, MySpace)

Facebook (internal stats)

Over 300 million users globally 30 million mobile users More than 120 million users log on to Facebook

at least once each day. More than 30 million users update their

statuses at least once each day. The average user has approx. 120 friends. 85% of college students use Facebook Facebook owned by Mark Zuckerberg

Compare

Radio took 38 years to reach 50 million listeners.

TV took 13 years to reach 50 million viewers.

Internet took 4 years to reach 50 million users.

Facebook took 9 months to add 100 million users.

Myspace

More than 150 million users globally. In the UK, reaches 30% of all people 15-

24 Facebook vs. Myspace appeal Myspace owned by Fox Interactive Media

Business Uses: Targeting

A marketer can target users by workplace (ranging from the French

Embassy in the US to Exxon-Mobile) countries (over 30 countries) interest (”A Clockwork Orange” to

Judaism) and other data.

Facebook Business Vehicles

Facebook Page (events, calendar, announcements, etc.)Make it personal.

Discussions (“Ready for Starbucks and/or

sex.”)

Customer Suggestions

(cont. on next slide)

Gift Example

Quizzes

Game Example

(examples)

What kinds of advertising works?

Users want integrated experiences rather than banner ads (Jakob Nielsen ).

Text ads receive more click-throughs than visual ads (Jakob Nielsen).

Banner ad click-throughs on social networking sites are bleak but can work for the right target audiences (e.g., students shopping for colleges)

Viral gifts more successful than banner ads (See Harvard Business School Article: http://hbswk.hbs.edu/item/6187.html).

LinkedIn

45 million members 80% of companies say they used

LinkedIn as their primary tool to find employees during the course of this year. (Reported by Econsultancy)

What do you do with cool links you want to save?

Social Bookmarking and News Sites

Viral Marketing

Viral Marketing

YouTube:Over100 million viewers in the USA alone.

Tips for Going Viral - No one can predict what will go viral - be outrageous, humorous, amazing, or

remarkable - create 10-20 videos (instead of one) - Send to friends and sites - The U.T. YouTube Anecdote

Blogs

Technorati indexes133 million blogs.

900,000 blog posts are created within a single 24-hour period. 

Universal McCann reports that 77% of all active internet users regularly read blogs. 

Wikis

Wikipedia currently has more than 13 million articles in more than 260 different languages.

The site attracts over 60 million unique users a month.

Reliability of its contents is hotly debated.

How can businesses use wikis internally?

Microblogs (e.g., Twitter)

Old Twitter Home Page

140 Characters

Twitter does not publicize number of users,but estimates are 6-10 million global users

(more than 1000% growth rate in 12 months—July 2008 to July 2009).

Word of Mouth

Twitter Users Your Market

Twitter Tips Marketers Swear By

Brand your page Create separate accounts

for separate divisions and levels of communication

Scoop followers by following

(Cont. . . .)

Twit Tips Continued

Tweet daily (or use HootSuite to schedule tweet postings).

3 times per week post 3 types of tweets Make the tweets valuable to clients and

prospects(not blatantly self-promotional)

Be interesting and interested in others. Interact and build relationships

Note:

Tuesday is the most active day for Tweeting, followed by Wednesday and then Friday (Sysomos).

@ for replies, d for direct messages (can do public or private), RT for repeating tweets, and # for arbitrary tags

Hot Content

How Tos and Instructional Content News, especially breaking news Warnings (e.g., phishing scams) Freebies and Contests

Critical Phrasing

10 Child Safety Tips Every Mother Should Know: www.tenti

Is Twitter Right for Your Business? http://www.effectwebmedia.com/blog/social-media/is-twitter-right-for-my-business (Jillian Koeneman’s blog for Effect Web Media)ps.com/childsafety

BudURL.com

Examples of Objectives:- New business leads- Brand management- Consumer input- Consumer behavior- Consumer relations

Know Your Objectives

Measuring, Tracking, Analysis

By Visible Technologies

Create Your Own

Create your own social networking site at www.ning.com (but what would be the benefit when FaceBook and MySpace already have the members?)

Create your own Wiwki at www.MediaWiki.org.

Create your own 3D world at www.secondlife.com

Create your own blog at www.blogspot.com

Hold a web conference (free) at www.vyew.com.

QUESTIONS?

Some Resources

Mashable.com (news) DavidMeermanScott.com (blog on social media in marketing)

Includes downloadable books Prsquared.com (blog on social media in PR) ProBlogger.com (blog on blogging and social media) Effect Web Expert (blog especially good on Twitter) AEJMC (academic sources)

(Association for Education in Journalism and Mass Communication)

SNCR (think tank) (Society for New Communications Research)a Paolo Alto based think tank (non-profit)for researching new media

Econsultancy 20+ statshttp://econsultancy.com/blog/4327-20-+-mind-blowing-social-media-statistics

20+ more stats http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics