Download - Introduction to Social Media
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Sherrilynne Starkie, MCIPR, ABCS17 February 2010
Introduction to Social Media
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Sherrilynne Starkie
Sherrilynne is a communicator, blogger, columnist and occasional podcaster, and is the Isle of Man's leading
advocate and influencer in social media communications for organisations and businesses.
She is a public relations graduate and has held senior roles in a variety of environments including in-house, agency and consulting. She is an IABC and CIB-award winning writer. Her clients have featured in hundreds of media including the BBC, CNN, The Financial Times,
the Wall Street Journal and more.
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Agenda
What's this about? Why is it important? What does it involve?
The 10 Stages of Social Integration
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What is social media?
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Officially social media is an ‘umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.’
http://wikipedia.org
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(It’s also a fancy way to describe the zillions of
conversations people are having online 24/7 )
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But why should you care?
• A third of adults post at least once a week to social sites such as Facebook and Twitter.
Forrester Research, January 2010
• 70% of adults read blogs, tweets and watch UGC video.
Forrester Research, January 2010
• Webinars and podcasts are top social media resources used by 69% people in business
Business.com, Nov 2009
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Social Networks
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Multi-media Sharing
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Social Bookmarking
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Microblogging
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Blogging
• Blogging is democratising information• ‘Technology is shifting the power away
from editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.’
-Rupert MurdochGlobal Media Entrepreneur
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The Value of Blogging
• Search Search Search!
• Encourages feedback from users
• Positions your company & team as authorities
• It enhances your core brand identity
• Increases your reach
• Gives your organisation a human face
• Positions you next to industry thought leaders
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How social nets fit
• Total blog reader engagement has grown 30% year over year since 2007
• Engagement on social networks has grown from 1% to over 29% of total engagement (sharing content)
• Trackbacks and bookmarking have taken a nosedive
• Blogposts now live longer
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Social Engagement Strategy Case Study
• Gain top search engine ranking• Engage with online communities incl: media• Underline industry leadership• Increase reach beyond established
relationships
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Method & Tactics
• Create blogging platforms• Engage in social nets (LinkedIn, Twitter, YouTube)
• Create rich content (txt, audio/video, more)• Publish first & frequently• Strategic tagging
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Early Successes
• Week 4: Google No. 2 for 3 key search terms• We are behind 8/10 P1 Google hits• Posts from our blog have been run on 6 sites• 395 visits, 1477 page views, 39% bounce rate
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No overnight change• 10 Steps to social integration
– 1. Listen
– 2. Create a social presence
– 3. Initiate conversation and track response
– 4. Evaluate and refocus
– 5. Engage
– 6. Let go: empower all people
– 7. Build communities
– 8. Internalise, adapt & transform
– 9. Socialise it all
– 10. Measure everything
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Cutting edge
• 2010 is the year social media goes mainstream• We are ahead of the curve• A true 'growth strategy'
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Questions?