social media- a practical approach

Social Media - A Practical Approach

Doug Pace

Agenda

• Where Social Media Falls Within an Internet Strategy

• Social Media Definitions and Popular Platforms• How is Social Media Used for Business• Case Study• Q & A

An Effective Internet Strategy

Definitions and Popular Platforms

What is Social Media?

At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers. (Wikipedia)

LinkedIn

• Highlights– People– Companies– Groups– Connections– LinkedIn Direct Ads

• Demographics– 39M Members (Linkedin April 2009)

– 72% 35 years of age or older (Insidefacebook.com Feb 2009)

– 57% Male (Quantcast.com Feb 2009)

Facebook

• Highlights– Profile Page– Fan/Group Page– Friends– Facebook Advertising

• Demographics– 200M Active Users (Facebook April

2009)

– 45% 26 years of age or older (Insidefacebook.com Feb 2009)

– 56% Female (Insidefacebook.com Feb 2009)

– Over 55 Female fastest growing demographic (175%) (Insidefacebook.com Feb 2009)

Twitter

• Highlights– Updates– Following– Followers– No Advertising at this time

• Demographics– 10M Unique Visitors (Nielson April

2009)

– 64% 35 years of age or older (Nielson April 2009)

– 57% Male (Nielson April 2009)

YouTube

• Highlights– Video– Channels– Groups– Sponsored Videos– Google Ad Network

• Demographics– 89M Users (Nielson April 2009)

– 42% 35 years of age or older (Insidefacebook.com Feb 2009)

– 51% Male (Quantcast.com Feb 2009)

Other Forms of Social Media

• Blogs• Wikipedia• Filckr and other picture sharing sites• Forums• Social Bookmarking• Yahoo Answers

How is Social Media Used for Business?

What’s the Secret?

• Social Media is just a platform and it requires traditional marketing tactics– Audience - Who are you communicating with?– Offering - Why do they care?– Experience

• What is the desired end action?• How are they going to participate?• Does it build a relationship?• Don’t fight the users – let them determine direction

• Syndication is a powerful force– Definition - The supply of material for reuse and integration with other

material.

What is Social Media?

At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers. (Wikipedia)

C2E – Content to Everyone

C2E – Content to Everyone

Surprises Around Every Corner

• Overlooked Advantages– Increased Search Engine Exposure– Increased Exposure for Business– Alternative Client Relationship/Client Care Channels

• Common Misconceptions– Its Free and Takes Little Work– It Happens Overnight– Social Media is a Direct Sales Method– Since they are Following/Friends, I can post anything

Case Study

Case Study - Red Door Spas

• Audience• Women ages 25-55• Men ages 25-55

• Offering• Free spa treatment to best video• Valentines Day discount’s• Facebook Ads

• Experience• Connection with brand based on

emotion• Unique gifts for special individual

• Channel• YouTube, Facebook

Red Door Spas

A leader in the industry, Red Door Spas is committed to enhancing the lives of our guests through beauty, harmony and well-being…and is the ongoing vision of day spa pioneer Elizabeth Arden. 

Case Study - Red Door Spas

Website Page Views

Facebook Fans

Q&A