aaacvb social workshop1 051309
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SOCIAL MEDIA WORKSHOP
Session 1“Socially Awkward”
05.13.09
Wednesday, May 13, 2009
Your PresentersBen Isenberg
Niki Rogers
Lane Douglas
Wednesday, May 13, 2009
PreliminariesEntire slideshow available as a PDF download on SlideShare.com following this seminar.
Details will be provided at the end.
Wednesday, May 13, 2009
SociallyAwkward05.13.09
SociallyAware
06.10.09
SociallyActive
07.08.09
“Collect All 3”
Today’s workshop is the first of 3 over the next couple of months.
The workshops build upon one another.
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QUESTION“Does the social mediaworld make youfeel sociallyawkward?”
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Today’s AgendaIntroduction
Brand Overview
Establishing the Landscape
Categorizing SocialMedia
Case Studies
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Brand Control
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So, do you think you can “lock up” your
brand?
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A Brand Built on Security
kryptonitelock.comWednesday, May 13, 2009
Kryptonite Compromised?
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Source: Fortune (12/29/04), Technorati
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Don’t Worry...It’s Not Hopeless!
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The Social Landscape
Putting It All In Perspective
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The Big Players
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Informational vs Interactive
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Overwhelming!
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A little cleanup...
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... and a little more.
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Perceived Benefits
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0 10 20 30 40
Facebook 32%
MySpace 27%
YouTube 26%Flickr 5%
Other 10%
Social Networking Sites on Which U.S. Online Retailers Maintain a Page (August 2008)
Source: Internet Retailer, “Emerging Technology” conducted by Vovici Corporation
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Where Does the Consumer Search For Information?
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Social Networking and Forums Sites Compared to Travel Industry
Age of Visitors to: Social Networking and Forums Sites The 25-55 y.o. age
group makes up 62% of the social networking world
and constitutes 60% of the
traveling community.
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Social Networking and Forums Sites Compared to Travel Industry
!
Household Income Visitors to: Social Networking and Forums Sites Those making
between $30K and $150K make up
60% of the social networking world,
and constitute 75% of the
traveling community.
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The Viral EffectCase Study 1: Travelistic
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BREAK
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Social CategoriesWednesday, May 13, 2009
COMMUNITIES
Keep track of community events and activities
Create and Join groups relevant to your favorite interests
Mode of conversation providing users with a way to keep in touch
Foster and grow relationships both personally and professionally
Share media with online users in an easily accessible way
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PUBLISHING
Feed information to your own personal dashboard from any RSS accessible page
Enhance traditional marketing campaigns to through podcasts, blogs and more
Great tools for education because they keep you up-to-date on the latest news and trends
Give first hand accounts of your life or business and alert users to your updates
Take the information with you no matter where you go
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Podcasting Trumps TV
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MEDIA SHARINGBookmark all of your favorite sites on the internet
Upload view and share simultaneously with other users on the network
Store media in repositories for long periods of time
Market your brand through online media campaigns including brand channels
Find the most frequently viewed media and get in on recent trends
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Reviews
Users are more likely to be objective in their reviews online due to anonymity
Member rating/reward systems give incentive for users to contribute often and accurately
A business can tune into to what is being said regarding products, services and brand perceptions
Get advice from those who have “been there, done that”
Find great deals and post them as you find them to return the favor
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MESSAGINGReach internet users almost instantly
Reduce costs of other methods of communication like text messaging and cell phone minutes
Easily network with other professionals in your industry
Easily locate people by demographics and psychographics such as interests, values and opinions
As an organization you can listen in to what others are saying about your brand
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!
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“There’s a plane in the Hudson. I’m on the ferry going to
pick up the people. Crazy.”
SPEED OF COMMUNICATION
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CASE STUDIES
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Obama Campaign
Source: Social Media 8
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Online Dashboard
Source: Social Media 8
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Obama Utilized Social
Obama gained 5 million supporters in other social networks.
Obama maintained a profile in more than 15 online communities, including BlackPlanet, a MySpace for African Americans, and Eons, a Facebook for baby boomers.
On Facebook, where about 3.2 million (during the campaign) signed up as his supporters, a group called Students for Barack Obama was created in July 2007.
It was so effective at energizing college-age voters that senior aides made it an official part of the campaign thefollowing spring.
And Facebook users did vote: On Facebook's Election 2008 page, which listed an 800 number to call for voting problems, more than 5.4 million users clicked on an “I Voted" button to let their Facebook friends know that they made it to the polls
Source: Social Media 8
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Obama McCain
Videos 1,827 330
Views 120,479,084 25,995,773
Subscribers 149,258 28,343
Special features of
YouTube page
Contribute to campaign via Google
Checkout; link to YouTube page on
barackobama.com
Find events; host events
YouTube
Source: Social Media 8
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* Unofficial group ‘One Million for McCain/Palin’ has 200,251 members Unofficial group ‘One Million Strong for Barack’ has 986,470 members
** Beyond basics like Posted Items, Events, Discussion, Wall posts
Data from February 4, 2009
Official Obama McCain
Members/Supporters in
largest group
5,066,446* 583.518*
Number of Wall posts 572,383 none
Special features of profile
page**
Videos, find out where to
vote, register to vote
none
Source: Social Media 8Wednesday, May 13, 2009
Even Twitter
Source: Social Media 8
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3.0 million contributors
6.5 million online donations
93% less than $100
$80 Average online donation
$500 million raised online
Source: Social Media 8
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Will It Blend
George Wright, the marketing director for Blendtec, had no background in consumer marketing before this event.
He visited the company's testing room and saw the guys blending 2x2 wood pieces with the blender and thought, "People have to see this."
First 5 videos cost $50 to create. The videos were picked up by Digg.com, and scored 6 million views in the first week. George Wright rushed to tell the CEO who did not even know that YouTube existed.
The videos were picked up by VH1 and The Today Show. Then Jay Leno had him on The Tonight Show.
Soon, the YouTube videos had been viewed 60 million times and sales, despite the blender's $399 price tag, have been up by 20% ever since.
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Text
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"There is no reason anyone would want a computer in their home."
Ken OlsonPresident/founder
Digital Equipment Corp., 1977
"I think there is a world market for maybe five computers."
Thomas WatsonChairman of IBM, 1943
Is This a Fad?
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QUESTIONS
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Thank You!
Ben [email protected]: bdisenberg
Lane [email protected]: lanedouglas
Niki [email protected]: nikirogers
To download the PDF of this presentation, go to:
http://gol.ly/aaacvb
Wednesday, May 13, 2009