social media: what's in it for you?
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Social Media: What’s in it for You?
Presented by:Alan Belniak & Laura Vecchio
January 21, 2010
Social Media: What’s in it for You?
A NEDMA EventJanuary 21, 2010 ~ 9:00a to 11:30aAt the Microsoft Research Facility, Cambridge Presented by:
◦ Laura Vecchio Online Marketing Coordinator/Social Media SpecialistOverdrive Interactive
◦ Alan Belniak Director of Social Media Marketing,
PTC
Agenda
Introduction A bit on philosophy Why is this a big deal all of the sudden? OK, so I want to get involvedHow do I start? Listen… Case studies“But what if…”
◦ Some common objections/responses to starting this Are you ready? Conclusion
Introductions
The Who and The What, For Today
Who we are◦ Alan Belniak / @abelniak◦ Laura Vecchio / @laura_vecchio◦ #NEDMA-SM
What we’re going to cover today (the ‘what’ and the ‘how’)
Ask questions throughout
Us You Us
A Bit On Philosophy
Why You Should Engage In These Channels
25% of search results for the World’s Top 20 largest brands are links to user-generated content
The age and face of the workforce is changing
Why You Shouldn’t Engage In These Channels
This is a magic solution
You feel like you have to, so you do so, but begrudgingly and only with half the effort.
Human interaction is still human interaction, and what it takes to be successful with it has not changed. What has changed is the places where it happens.
Change is Inevitable… Online Activity Evolves.
Your Customers Are
source: Business.com’s 2009 B2B Social Media Benchmarking Study (http://www.business.com/info/b2b-social-media-benchmark-study)
Why Is This A Big Deal?
Backdrop (1 of 2)
Backdrop (1 of 2)
In Summary….
Backdrop (2 of 2)
A Double-Edged Sword
It’s a good thing for companies, because consumers can share their feedback about products to the company and the masses.
A Double-Edged Sword
It’s a good thing for companies, because consumers can share their feedback about products to the company and the masses.
It’s a bad thing for companies, because consumers can share their feedback about products to the company and the masses.
Times Have Changed
Old (“1.0”)
Times Have Changed
New (“2.0”)Old (“1.0”)
Here’s A Scenario…
OK, so I want to get involved…
Current State of Affairs
The Philosophy, In Seven Verbs
Do This◦ Stop◦ Listen◦ Participate◦ Contribute◦ Create◦ Engage
26
The Philosophy, In Seven Verbs
Do This◦ Stop◦ Listen◦ Participate◦ Contribute◦ Create◦ Engage
Before You Do This◦ Sell
27
Create a Framework to Map it Out
How Do I start? Listen…
Listening
Listening is LaborWill take a modest portion of time upfront
◦ Initial setup, then refinement◦ Process will become streamlined
Some channels may be (relatively) empty◦ Use some of the other tools discussed later on to find
other channels; don’t only use what’s here◦ Balance of prescription vs. deduction vs. induction
Listening (continued)
Keep in mind: Why you are doing this◦ Where are the conversations happening?◦ What are they talking about?◦ What form/s of media are being consumed?
Step 1: Decide What You Want To Be About
Answer one very important question:
“Why would anyone want to be your friend?”
Overdrive Interactive’s Core Content
The next few slides in the live presentation lay out Overdrive’s proven nine-step plan for content review, adjustment, propagation, and measurement.
They have been removed from this uploaded presentation at the request of Overdrive Interactive.
To learn more about what Overdrive Interactive can offer, please click here for the company overview.
The plumbing and scaffolding
Google and Google Alerts◦ www.Google.com ; www.Google.com/alerts
RSS◦ What is RSS?◦ The RSS feed reader + aggregator that I use:
http://reader.google.com
FeedMyInbox (and other such sites)◦ Transforms an RSS feed into one packaged
digest version, and in e-mail form◦ Consider creating an RSS feed for each of your
products, competitors, brand, etc.
Using aggregated social search tools
Social Mention◦ http://socialmention.com – the site
Omgili◦ http://omgili.com/
Note the use of the slider to limit the conversation to an area
Any part of the graph is click-able to bring you to those conversations
◦ http://omgili.com/graphs.html Attractive visual display of chatter compared
across topics
Tier one searching and listening
Twitter Search (not just Twitter)◦ http://search.twitter.com/advanced ◦ Set up to deliver an RSS feed of the mention your
products, services, competitors, right to the pre-created e-mail addresses
◦ Also consider http://www.monitter.com/ and http://www.twitterfall.com for a visual display of search terms
Tier one searching and listening
Google’s New Tools◦ Search on
something, then click ‘Show Options’
Tier one searching and listening
Facebook◦ Limit searching to the top five groups (by member
count)
LinkedIn◦ Note that with LinkedIn, there will likely not be a lot
of negativity, due to the nature of the site◦ Also note that you will need to become a member of
groups to see any activity; joining is usually painless◦ Limit searching to the top five groups (by member
count)
A few more examples of some of these channels in action (time permitting)
YouTubeSlideshareDelicious ; Delicious NetworkBlogs
◦ Blog search engines (Technorati, Google Blog Search)◦ Blog Authoring Platforms (Wordpress, Blogger, Typepad)
Tracking what you find
Example of the quantification
Make it manageable
It might seem overwhelming. The goal isn’t to track every single mention on the web. Instead, keep in mind the overall ‘why’ …
◦ Where are the conversations happening?◦ What are they talking about?◦ What form/s of media are being consumed?
Case studies
To see Overdrive Interactive’s impressive portfolio of client work, click here to be taken to the site.
Objections
Objection Handling
“What if [insert name of social technology] goes away tomorrow?”
“This is going to take too much time.”
“My customers aren’t using social tools.”
“I tried this before, and it didn’t work.”
Mapping the ‘Who’ to the ‘What’ and the ‘Why’
Are you ready?
Conclusion
Thanks!
Laura Vecchiohttp://www.lauravecchio.com/ http://www.linkedin.com/in/lauravecchio http://twitter.com/laura_vecchio
Alan Belniakhttp://www.SubjectivelySpeaking.net http://www.twitter.com/abelniakhttp://www.linkedin.com/in/alanbelniak http://delicious.com/abelniak
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