csi columbus social media presentation 020810
DESCRIPTION
Social media 101 -- the good, bad and ugly --as well as suggestions on policies and best practices.TRANSCRIPT
Online Social Media
Online Social Media
Kimberly Kayler, CPSM, CSIPresident
Constructive Communication IncCSI – Columbus Chapter
Constructive Communication, Inc.
Online Social Media
This program is a registered educational program with the Construction Specifications Institute of Alexandria, VA. The content within the program is not created or endorsed by CSI nor should the content be construed as an approvalcreated or endorsed by CSI nor should the content be construed as an approval of any product, building method, or service. Information on the specific content can be addressed at the conclusion on the program, by the Registered Provider.
C l b Ch t f CSI i R i t d P id ith th C t tiColumbus Chapter of CSI is a Registered Provider with the Construction Specifications Institute Construction Education Network (CEN). Credit earned for completing this program will automatically be submitted to the CSI CEN. Completion certificates can be obtained by contacting the Provider directly.
This logo and statement identify Provider programs registered with CSI CEN and are limited to the educational program content.
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Online Social Media
Social media is an umbrella term that defines the various activities that integrate
technology, social interaction, and the construction of words and pictures.
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Online Social Media
“Social Computing is not a fad. Nor is it something that will pass you or your something that will pass you or your
company by. Gradually, Social Computing will impact almost every role, at every p y , y
kind of company, in all parts of the world.”
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Introduction• Social media is about dialogue, two-way
di i th t b i g l t g th i
Introduction
discussions that bring people together in order to discover and share information.
• Users control the messages companies can Users control the messages, companies can influence those messages
• Social media is anything that uses the Internet y gto facilitate conversations between people
IF YOU DON’T ENGAGE, YOUR COMPETITION WILL!
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Facts• The top 25 sites have 300 million
/ th
Facts
users/month• 3 out of 4 Americans use social technology• 57% of adults have joined a social network,
making it the number one platform for creating and sharing contentcreating and sharing content
• In 1999, number one reason we got on the Internet was porn Now it is social media Internet was porn. Now it is social media.
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Years to reach 50 million users:• Radio: 38 years
TV 13
Years to reach 50 million users:
• TV: 13 years• Internet: 4 years
iP d 3 • iPod: 3 years• Facebook: added 100 million users in less
than 9 months!than 9 months!• iPod Application downloads: 1 billion in 9
months!• In the future, we won’t search for news and
products….they will find us
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How does this apply to business?• 93% of Americans believe a company should
have a social media presence
How does this apply to business?
have a social media presence • 85% believe a company should not only be
present, but also interact with its consumers via social media
• 56% of American consumers feel both a stronger connection with and better served stronger connection with and better served by companies when they can interact with them in a social media environment
2008 Cone Business in Social Media Study
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Changing World• Consumers/journalists going online to find
news and information
Changing World
news and information • 89% of Internet users worldwide used search
engines to find information• 76% look up news online • 89% of journalists read blogs for story
research 65% turn to Facebook and research, 65% turn to Facebook and LinkedIn, 52% hit micro-blogging sites like Twitter, and 61% use Wikipedia (source: Cision and George Washington Cision and George Washington University).
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CCI Survey Results• 75% of respondents personally interact with
i l di g l l hil 80% f
CCI Survey Results
social media regularly, while 80% of companies rarely interact with social media
• The most popular outlet for companies was The most popular outlet for companies was LinkedIn with 62.5%
• 90% of respondents said their company does not p p yhave a social media policy
• 76% said online social media is a critical medium but 60% said they rarely participate from a corporate perspective.
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Cision Study• Journalists file 48 stories a week for the 24-
b 7 li l th
Cision Study
by-7 online news cycle; they are interacting with 26 sources though they only meet in person with 4 only meet in person with 4
• Reporters said their most useful interactions with PR professionals continue to be with PR professionals continue to be based on personal relationships.
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Marketing is ChangingTraditional
Marketing is ChangingEvolving
Branding
Advertising
eMarketing
Search Engine Optimization
Direct Marketing
Sales Promotion
Search Engine Marketing
Social NetworkingS
Collateral
Trade Shows
Syndication
BroadcastingTrade Shows
Events
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But strategy is still needed• Don’t jump to tactics- Do a SWOT Analysis
But strategy is still needed
• Social media requires strategy like any other marketing tool
• Create buyer personas of target audience to better understand where to focus efforts
St thi ki i t t thi ki • Stop thinking campaigns, start thinking strategy!!!
S l ti d t t di d• Solution needs to meet audience needs• Be accessible!
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WikipediaWikipedia
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Wikipedia• Build up history of reliability
Wikipedia
• Always use credible sources and footnote• Straight facts, not opinion! Cite often!• 684 million yearly visitors• 75,000 active contributors working on 13
million articles in 250 languages• Studies show it’s more accurate than
Encyclopedia Britannica! • 78 percent of articles are non-English.
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Wikipedia• 2.5 million articles in English and growing
Wikipedia
• Improve search but keep it neutral• Requires content to be in HTML format• Monitor regularly in case of issues• Use for professional use• Wikipedia community is passionate about
quality• It is an open-ended project, a work in
progress
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WikisWikis
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Wikis• Used to communicate internally and
t ll ft ll d “ h i t”
Wikis
externally, often called a “sharepoint”• Go in and edit and contribute just like
Wiki di Wikipedia • Ongoing process of collaboration
I t t d k l d t t• Intranet and knowledge management systems• All users edit any page or create new pages
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FacebookFacebook
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Facebook• Started so guys could pick up girls at Harvard
250 illi ti i d
• 250 million active users, growing every day• 2nd most trafficked site in worldA g h 100 f i d• Average user has 100 friends
• 2.6 billion minutes are spent each day• More than 4 million users become fans daily• More than 4 million users become fans daily• Users share more than 1 billion forms of
content each weekcontent each week• Site membership grew 85 percent in 2008
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Facebook• Suggest fan pages rather than groups
• Use as a snapshot of internal culture/life• Often for personal rather than professional use
85% 18 24 55 65 ld f l i f • 85% are 18-24, 55-65 year old females is fastest growing age group
• #2 site behind Google• #2 site behind Google• 5 billion minutes spent on Facebook each day!• If Facebook were a country it would be the 8th• If Facebook were a country, it would be the 8
most populated in the world, ahead of Japan
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Results: ACI has tripled the applications for scholarships sinceapplications for scholarships since creating their Facebook group. They met their goal and share the link on emails, website and newsletters.
Online Social Media
MySpaceMySpace
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MySpace• Oldest social networking site
43 illi
MySpace
• 43 million users• More than half of MySpace users are 35+
8 illi ti t d b d• 8 million artists and bands• Has many bugs and hackers• Not user friendly• Not user-friendly• Declining significantly in popularity• Recently laid off employees and declared • Recently laid off employees and declared
itself as a start-up due to decline in users
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Online ForumsOnline Forums
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Online Forums• Monitor and be aware of what is out there
Online Forums
• Check out Ask Yahoo and Vark.com• Also, on Ning, there are a couple of AEC
groups that are becoming popular
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LinkedInLinkedIn
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LinkedIn• Professional relationships and networking
S 2009 47 illi gi t d
• Summer 2009: 47 million registered users, spanning 170 industries.
• Average: Male, 41, makes $100k g , , $• Use Answers section and join Groups• Contribute to the conversations!• LinkedIn profile is similar to a resume• Can post jobs within groups or in Job section
80% f i i Li k dI th i • 80% of companies are using LinkedIn as their primary tool to find employees!
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LinkedIn• Some reporters now use the Answers section
• Add a personal note when adding connections• Paste email footer in the bottom of LinkedIn
messages•Linkedin Keywords, March 2009:
•807 Architecture•1,083 Construction3 945 Engineering•3,945 Engineering
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More than 7.75 MILLION visitors each day!
Online Social Media
Case Study• The International Grooving & Grinding
A i ti C i ti C itt
Case Study
Association Communications Committee• Have created a LinkedIn Group to test how
th ill ith bthey will use with members• This is a great way to help stakeholders
understand how to use before launching understand how to use before launching a group
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CSI – Columbus Chapter
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Case Study• Concrete Industry Management (CIM) is a
d t i i iti
Case Study
degree program at six universities across the nation
C t d Li k dI g f t d t • Created a LinkedIn group for students, professors and board members
• The group was launched late August and • The group was launched late August and already has 174 members
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CSI – Columbus Chapter
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TwitterTwitter
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Twitter• Concept of microblogging: 140 charactersA k Wh t d i g?
• Asks: What are you doing?• Twitter messages: 3 million/day• Total Users: 1 millionTotal Users: 1 million• Follow many people and be followed • Search.twitter.com is a great monitoring toolg g• Join in the conversation and retweet often• Answer question immediately• Employees are your best PR tool, let them talk
but give them boundaries
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Twitter• If someone is talking to you, respond
B t dd bi h t d URL i fil
• Be sure to add bio, photo and URL in profile section
• Change design background colors and upload • Change design background colors and upload your company logo
• Decide if you are going to be the company or y g g p yan employee
• Write in headlines!• Check how you are doing on
TwitterGrader.com
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Twitter• Search.Twitter.com= your secret weapon. Use
d d h t !
advanced search to narrow!• Use hashtags to facilitate conversations• Embed Twitter in your website/email signature• Embed Twitter in your website/email signature• Follow and be followed!• Quickly share information with people interested • Quickly share information with people interested
in your company, gather real-time market intelligence and feedback, and build grelationships with customers, partners and other people who care about your company
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Twitter• Use Twitter to talk to reporters
Wh g t th i d
• When users are angry, meet their needs• Think in terms of the passion you create• HootSuite lets you manage many accountsHootSuite lets you manage many accounts• Better for B2B= Technical info is not easily found
online whereas B2B info is easy to find• Use keyword-rich tweets• Ask what your audience wants and deliver
R l d il t i t d d t t • Replaced email as a way to introduce and start dialogue
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BlogsBlogs
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Blogs• There are approximately 200 million blogs
d 346 illi l h d bl
Blogs
and 346 million people who read blogs• Blogger.com or Wordpress.com are free • Use Google Analytics, Technorati to measure• Use keywords so target audience can find• Add pictures, videos, short and long articles• Blogs have readerships that are larger than
daily newspapers
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Blogs• People find most blogs through organic search.
Readers are searchers!
Blogs
Readers are searchers!• Use keywords wisely. Title blog wisely• Build and initiate relationships
H d li d • Have good tagline and name• Employee blogs are 5 times more credible than
CEO blogsg• Tell a Story• Create a Policy for Employees
Measure results• Measure results• Most popular blogs have 50k-100k views a day
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Blogs• Identify employees who are genuinely
th i ti b t th t it t
Blogs
enthusiastic about the opportunity to blog:
• Passionate about their work/product• Passionate about their work/product• Enjoy sharing with others• Risk takersRisk takers• Goal oriented and ambitious• Have a sense of humor• Receptive to feedback• Doesn’t have to have great writing skills
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March 2009: 43,000 visits, 120,000 pageviews from people in 60views from people in 60 countries.More than 1,000 comments posted
Online Social Media
TechnoratiTechnorati
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Technorati• Highlight and distribute online conversation
Technorati
• Introduce millions to social media content• Information source for your blog• Monitor authority and what is being said
about your company
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Technorati
Online Social Media
DiggDigg
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Digg• Share content from anywhere on the web
Digg
• Influential professionals who are active online
• Similar to Digg is Redditt, StumbleUpon, Squidoo and Knol…all are sharing content
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FlickrFlickr
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Flickr• By June 2009, hosted more than 3.6 billion
i hl h t 2
Flickr
images, roughly one photo per every 2 people on the planet
O li h t g t• Online photo management• Control who can see, who can organize
Sh h t• Share photos• Improve chances of someone finding you• Reporters might come here to find pictures of
your company
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You TubeYou Tube
Record Then ShareRecord. Then Share
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YouTube• More than 142 million U.S. users watch an
average of 80 videos per month
YouTube
average of 80 videos per month• Americans spend a total of 558 million hours
watching online videos online each month• Online views can grow sales by 500%• People like to see videos, so share
d • Need to monitor• 412.3 years is the length of time it would take to
view every YouTube videoview every YouTube video• 13 hours is the amount of video uploaded every
minute
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SlideshareSlideshare
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Slideshare• Allows you to share presentations and
d t ith
Slideshare
documents with everyone.• Improves SEO and tracks number of views.• Great way to improve views of important
documents and presentations.
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CSI – Columbus Chapter
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CSI – Columbus Chapter
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DeliciousDelicious
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Delicious• Social bookmark sharing
Delicious
• Allows users to tag, save, manage and share web pages from a centralized source.
• With emphasis on the power of the community, Delicious improves how people discover remember and share on people discover, remember and share on the Internet.
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PodcastsPodcasts
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Podcasts• Podcasts=Broadcasts
Podcasts
• Audio or File Sharing• Example: iTunes• More useful for B2B than B2C, but does not
have a high success rate
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Really Simple Syndication- RSSReally Simple Syndication RSS
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Really Simple Syndication-RSS• Used within the next 12 months by 63% of
d t k t
Really Simple Syndication RSS
consumer product marketers • 65% media and communications marketers• 37% financial service marketing • 38% equipment companies• Google Reader• Improves search• Rich Site Summary
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Search Engine Optimization- SEOSearch Engine Optimization SEO
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Search Engine Optimization- SEO• 42% of search users click the top ranking link
Search Engine Optimization SEO
• 8% click the second ranking link• 40% of SEO campaigns aware of their ROI
achieve returns in excess of 500%
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Google AdWordsGoogle AdWords
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Google AdWords• Adwords.google.com
Google AdWords
• Partnered with thousands of outlets to sponsor keywords on sites (i.e., New York Ti )Times)
• Google has 77% of market share of search65% b i h h i• 65% begin research on search engines
• 68% of all Internet users never click on ads• Less than 1/6 of online users drive 80% of
advertising clicks
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Google AlertsGoogle Alerts
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Google Alerts• Sign up to receive a daily email about a topic
k d
Google Alerts
or keyword• Monitor what is being said about your
company
G t l th t t i ht li k • Go to google.com, then go to top right, click “more”, then click on “even more” and top left is the alerts buttontop left is the alerts button
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Other Sites to be Aware of• Gather: social network for NPR
Other Sites to be Aware of
• Jigsaw: business card directory – trade your card for a business you need
• Meetup: strives to connect people using the web to get off the web
Ph t b k t h t l ti it• Photobucket: photo conglomeration site• Propeller: Digg-like social news site• Sermo: seeks to connect doctors
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Other Sites to be Aware of• Squidoo: allows users to register and create a
page or lens about an area of interest
Other Sites to be Aware of
page or lens about an area of interest • ThisNext: social shopping service, members
recommend favorite products and help recommend favorite products and help others
• Utterz: post pictures and videos to blogs from your cell phone
• Forums: are a great place for people to comment and share information on the comment and share information on the web
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Other Sites to be Aware of• VisiblePath: provides several layers of affiliation
and differentiation based on a member’s
Other Sites to be Aware of
and differentiation based on a member s personal knowledge of a contact
• Yelp: how the Yellow Pages met social media. Contains prolific member reviews and is known for quality and honesty
• Zillow: resource for real estate agents and • Zillow: resource for real estate agents and homeowners to access statistics and tools
• Digsby: allows you to compile all email and social networks into one site
• Ning: similar to Facebook
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Getting Started• If you decide to start up a social networking
f d t
Getting Started
page for your company you need to: • Maintain constantly• Update regularly• Update regularly• Invite others to join• Facilitate conversationsFacilitate conversations• Post jobs and internships• Post news links• Upload pictures
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Getting Started• If you create a page, provide a link to it on your
website
Getting Started
website• Stay active with your audience DAILY• Alternate option is to advertise on these sites,
then you don’t have to regularly updatethen you don’t have to regularly update• Disclosure is permanent• We are still in infantile stageg• Losing by not contributing. Don’t be private• Create a great online newsroom for buyers and
journalistsjournalists• Focus on no more than 2 online tools to start
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Getting Started• Engage and personalize = Dialogue
Getting Started
• Join online communities where you want to talk (community, sports club, recent grads)
• Like a dinner party don’t talk the whole time • Like a dinner party, don’t talk the whole time, listen and participate, too!
• Dive in! The more we dive in, the less unfamiliar Dive in! The more we dive in, the less unfamiliar it feels!
• Companies must drive people to purchase with p p p pgreat online content
• Content drives action!
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Tips• Don’t fear negativity. Fear of loss of control was
cited by nearly 47% of the 260 marketers
Tips
cited by nearly 47% of the 260 marketers • Be willing to admit fallibility• When searching, think like the customer.g,• Engage, don’t sell• Don’t pester, people want participation, not
dpropaganda• Deliver content at the precise moment your
audience needs itaudience needs it
TWI Surveys for the Society for New Communications Research
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FTC Ruling• The new rules state that, when endorsing a
product or service, you must:
FTC Ruling
product or service, you must:• Disclose when you are being compensated--
whether you are being paid for the endorsement and/or have been give free endorsement and/or have been give free sample of the product (traditionally known as "not-for-resale" copies).
• Be truthful in your statements and make sure • Be truthful in your statements--and make sure they can be substantiated.
• Speak from actual experience--meaning you can't just regurgitate the sponsor's can t just regurgitate the sponsor s marketing speak if it isn't an actual experience, opinion or belief of your own.
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How to Gain Followers• Add to your business card
How to Gain Followers
• Add to end of email signature• Add to company website• Add to blog• Add to Newsletter• Add to advertising efforts• Share all outlets that you are using on eachy g
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Characteristics of a Good Profile1. Strong profile visibility: develop brand
recognition
Characteristics of a Good Profile
recognition2. Active participation: have continuous
presencepresence3. Practice reciprocity: win-win outcomes4. Effective communication: conversations5. Support the community: put before self6. Provide value above all: gain trust and g
attention7. Demonstrate Integrity
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CSI – Columbus Chapter
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Best Practices• Employees need to understand that what is
posted out there can not be taken back
Best Practices
posted out there can not be taken back• Talk to your employees and remind them that
they are representing you• If you do create a page for your company,
monitor it regularly, start discussions, add events etcevents…etc.
• Give users content that describes problems then provides details on how to solve
• Be a thought leader through E-books, newsletters, whitepapers
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Online Social Media Objectives• Make a sale
Online Social Media Objectives
• Request a sales contact• Request more information• Download an informational white paper• Download product specs• Create awareness of a new product• Renew awareness of an existing productg p
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Online Social Media Objectives• Identify new prospects
Online Social Media Objectives
• Inform existing customers of an upgrade• Create or alter a brand image• Counteract negative publicity• Deposition a competitor• Generate advertising revenue• Raise awareness with investors• Raise awareness with the media
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ROI• Define the Return or expected results
D fi th I Wh t’ th i t t?
ROI
• Define the I: What’s the investment?• Understand your audience and what
motivates themmotivates them• Define the metrics- what you want to become• Determine what you are benchmarking Determine what you are benchmarking
against• Pick an outlet and research it fullyy• Analyze results, take insight then action and
measure again
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Policies• Educate employees and self
Policies
• Policy should state how employees are expected to engage.
• Stay transparent by using real name and the company.
W it h t th k t i t t j i i • Write what they know, stay consistent, join in the conversation, add value, create excitement and be a leaderexcitement and be a leader.
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Policies• Employee should stick to their area of
ti d id i di id l
Policies
expertise and provide individual perspectives on what is going on at the companycompany
• Post meaningful and respectful comments• Always pause and think before posting• Always pause and think before posting• Respect proprietary information and content
Bl ki g d t t t ff f • Blocking access does not prevent staff from posting material
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Policies• Respect confidentiality
Policies
• When disagreeing with others, keep it polite and appropriate• Comply with copyright, fair use, and financial
disclosure lawsWh i d bt b t ti t t t • When in doubt about posting content, get
permission
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Policies• Employees are responsible for the content
th d
Policies
they produce. • Decide if employees allowed to use this
di hil t kmedium while at work.• Admit a mistake if necessary
If ti li ti i f • If promoting online conversations, sign up for monitoring system such as Radian6, Cision or VocusCision or Vocus.
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Crisis Management• Actively monitor
R d i kl ithi h
Crisis Management
• Respond quickly: within hours• Respond at the flashpoint: where audience is
communicating before anywhere elsecommunicating before anywhere else• Educate employees: all employees should
have online social media trainingg• Foster a positive culture: if employees are
happy, they’re less likely to tear down h the company
• Set clear guidelines: create a policy
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Monitor Online Conversations• Vocus: $1,250 per month. Includes all
monitoring news clipping and distribution
Monitor Online Conversations
monitoring, news clipping and distribution of press releases
• Radian6: $600 per month. Allows monitoring of blogs, news, twitter and working on Facebook.
• Cision: $695 per month Uses Radian6 platform• Cision: $695 per month. Uses Radian6 platform• PR Newswire: $450 per month and includes blogs,
news, forums, Twitter, photos and video sites and Social Media such as Facebook
• Integrate PR, security and HR to respond
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Monitor Online Conversations• Backytype.com
Bl g l h bl g
Monitor Online Conversations
• Blogpulse.com: searches blogs • Boardreader.com: searches message boards,
forums, videos and Twitter,• icerocket.com: searches blogs, news,
MySpace, Twitter, images S l d C ll • Socialmention.com and Collecta.com are
great tools• Sitevolume com xenureturns com Sitevolume.com, xenureturns.com,
summize.com, twemes.com, twinfluence.com
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Monitor Online Conversations• Top performing companies were nearly 7
times as likely as poor performers to use
Monitor Online Conversations
times as likely as poor performers to use social media monitoring tools
• Nearly two-thirds of the top performers had Nearly two thirds of the top performers had formal monitoring programs in place and 42 percent were actively listening to d t t l i g f th t t th i detect early warning of threats to their brands.
• 20% of the content influences 80% of the 20% of the content influences 80% of the decisions
Source: Word of Mouth Marketing Association Study
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It’s All About Dialogue“If you’re not part of the conversation, then
you’re leaving it to others to answer questions
It s All About Dialogue
you re leaving it to others to answer questions and provide information, whether it’s accurate or incorrect. Or, even worse, you may be leaving it up to your competition to jump in to become the p y p j p
resource for the community. Yes, there will be negative comments. Yes, you’ll invite unsolicited
feedback. Yes, people will question your f , p p q yintentions. Negativity will not go away simply because you opt out of participating. Negative
commentary, at the very least, is truly an y y yopportunity to change the perception that you did
or didn’t know existed.”
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Thank You!Thank You!
Kimberly [email protected]
Visit www.aecsocialmedia.com
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