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10 Lessons on Social Media: WhatIt Is, Why Its Important, & How to
Get Started
Cindi Thomas & Augie Ray
April 17, 2009
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1995
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1995
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Lesson One
Expect change. Lots of it.
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1995
The wake up call was finding this startling statisticthat web usage in the spring of 1994 was growing at2,300 percent a year. You know, things just don'tgrow that fast. It's highly unusual, and that started
me about thinking , What kind of business planmight make sense in the context of that growth?
If theres one reason we have done better than ofour peers in the Internet space over the last sixyears, it is because we have focused like a laser oncustomer experience, and that really does matter, I
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1995
$1.1B$26M
$6.8
B
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Lesson Two
Success in Social Media
depends on a focus on needsand the consumerexperience, not on
technology.
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What is Social Media?
15 17
R ea
c
19
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What is Social Media?
Web 1.0
Re
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What is Social Media?
Web 2.0
Inter
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What is Social Media?
Web 1.0 Web 2.0
Media
to
Person
to
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What is Social Media?
Web 1.0
Media
to
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What is Social Media?
Web 2.0
Person
to
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What is Social Media?
Web 1.0 Web 2.0
Clicks
&
Intimac
y
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What is Social Media?
Web 1.0
Clicks
&
Quality
of
1 20
Open,Click
Rates,Opt-ins
Interacti
Hits,Visits,Time on
Involvem
Based on Measuring Engagement:
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What is Social Media?
Web 2.0
Intimac
y
Quality
of
1 20
Based on Measuring Engagement:
Sentimenton blogs,Consumer
opinions
Intima
NetPromoter
Score,Brand
Affinity,Forwarde
d
Content,Repurcha
ses
Influen
Open,Click
Rates,Opt-ins
Interacti
Hits,Visits,Time on
Involvem
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What is Social Media?
Web 1.0 Web 2.0
Owni Sharing &
Collabora
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What is Social Media?
Web 1.0
Owni
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What is Social Media?
Web 2.0
Sharing &
Collabora
36 million views
195,000 ratings284,000 comments
1.5 million hits onGoogle
Dr. Pepper ad
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What is Social Media?
Web 2.0
Sharing &
Collabora
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What is Social Media?
Web 2.0Web 1.0
Read
Media to
Person
Interact
Person to
Person
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Lesson Three
People demand brands and
media talk with, engage,and build relationships withthem.
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Where is Social Media?
Web 1.0 Web 2.0
P Placel
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Where is Social Media?
Web 1.0
P
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Where is Social Media?
Web 2.0
Placel
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Where is Social Media?
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Where is Social Media?
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Where is Social Media?
1.All ideas compete onan equal footing.
2.Contribution counts
for more thancredentials.
3.Leaders serve ratherthan preside.
4.Tasks are chosen,not assigned.
5.Power comes from
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Lesson Four
Social Medias placelessness
will erase the line betweenthe virtual and the physical.
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Where is Social Media?
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Blogs Micromedia Social Networks
Video sharing Goelocation Reviews &
Ratings Customer
Service
Events Wikis Livecasting Photo sharing Music sharing
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Lesson Five
Consumers will talk, rate,
share, and collaborate incountless ways & places.
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How are Consumers using SocialMedia?
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http://www.web-
How are Consumers using SocialMedia?
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Lesson Six
Social Media is leveling the
playing field, giving almostthe same reach toconsumers as to big brands.
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http://www.web-
How are Consumers using SocialMedia?
"I speak about it because I love it. Iunderstand they're a familyrestaurant, but I think it can't hurt
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Lesson Seven
Social Media is making the
distinction betweenownership and stewardshipof brands more evident
than ever.
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Where do consumers talk aboutbrands?
28.4M
750,000 Blog
215,000Members
17,000uploads/month
Top 10 all-timeposts:
500+ groups w/ 750,000+
1,000 Tweeple w/ 100,000followers
1.9Mimages
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And were just getting started
Where do consumers talk aboutbrands?
Nielsen Online; US, Home and Work; Unique Audience
MONT
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Demographics changing rapidly
Where do consumers talk aboutbrands?
Compete.net; Data for month
In 6 months, the number of
people 35-44 increased260%; people 45-54 grew400%.
30% of Facebook users are
older than 35 and another24% are 26-34.
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Older than you think
Where do consumers talk aboutbrands?
The largest demographic
visiting Twitter.com are 35- to49-year-olds, comprising 42%of all visitors.
Median age of a twitter user
is 31. 10 percent of Twitter users
are between 55 and 64, the
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Where do consumers talk aboutbrands?
Consumers distrustful of marketingcommunications.
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Where do consumers talk aboutbrands?
Consumers are avoiding ads.
Forrester: The Mind Of The DVR User: Media And Advertising
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Lesson Eight
Consumers brand
perceptions will be based asmuch upon what they hearfrom others as on brands
marketing communications.
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Where do brands fit in Social Media?
0.04
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MarketingLeverage influence toimprove awareness,
preference, loyalty, &
salesBlogs, Viral video,
Communities,
Widgets, SocialGames
Where do brands fit in Social Media?
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MarketingLeverage influence toimprove awareness,
preference, loyalty, &
salesBlogs, Viral video,
Communities,
Widgets, SocialGames
Where do brands fit in Social Media?
SeniorManagement
Share knowledge, raise
awareness, promotecompany, speak to
external stakeholders
Blogs, Microblogs
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MarketingLeverage influence toimprove awareness,
preference, loyalty, &
salesBlogs, Viral video,
Communities,
Widgets, SocialGames
Where do brands fit in Social Media?
SeniorManagement
Share knowledge, raise
awareness, promotecompany, speak to
external stakeholders
Blogs, Microblogs
ProductDevelopment
Shorten dev cycles,
improve adoption,attract customers,
collaborate
Private networks,Crowdsourcing
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MarketingLeverage influence toimprove awareness,
preference, loyalty, &
salesBlogs, Viral video,
Communities,
Widgets, SocialGames
Where do brands fit in Social Media?
SeniorManagement
Share knowledge, raise
awareness, promotecompany, speak to
external stakeholders
Blogs, Microblogs
ProductDevelopment
Shorten dev cycles,
improve adoption,attract customers,
collaborate
Private networks,Crowdsourcing
HumanResourcesImprove employer
brand, engagecandidates
Microblogs, Blogs,LinkedIn, CompanyFacebook Profile
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MarketingLeverage influence toimprove awareness,
preference, loyalty, &
salesBlogs, Viral video,
Communities,
Widgets, SocialGames
Where do brands fit in Social Media?
SeniorManagement
Share knowledge, raise
awareness, promotecompany, speak to
external stakeholders
Blogs, Microblogs
ProductDevelopment
Shorten dev cycles,
improve adoption,attract customers,
collaborate
Private networks,Crowdsourcing
HumanResourcesImprove employer
brand, engagecandidates
Microblogs, Blogs,LinkedIn, CompanyFacebook Profile
Sales
Gain new prospects,build relationships,
communicateeffectively
LinkedIn, Microblog
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MarketingLeverage influence toimprove awareness,
preference, loyalty, &
salesBlogs, Viral video,
Communities,
Widgets, SocialGames
Where do brands fit in Social Media?
SeniorManagement
Share knowledge, raise
awareness, promotecompany, speak to
external stakeholders
Blogs, Microblogs
ProductDevelopment
Shorten dev cycles,
improve adoption,attract customers,
collaborate
Private networks,Crowdsourcing
HumanResourcesImprove employer
brand, engagecandidates
Microblogs, Blogs,LinkedIn, CompanyFacebook Profile
Sales
Gain new prospects,build relationships,
communicateeffectively
LinkedIn, Microblog
Public Relations
Increase awareness,improve inbound links,encourage coverage
Blogger relations,Social Media PR,Digg, YouTube
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MarketingLeverage influence toimprove awareness,
preference, loyalty, &
salesBlogs, Viral video,
Communities,
Widgets, SocialGames
Where do brands fit in Social Media?
SeniorManagement
Share knowledge, raise
awareness, promotecompany, speak to
external stakeholders
Blogs, Microblogs
ProductDevelopment
Shorten dev cycles,
improve adoption,attract customers,
collaborate
Private networks,Crowdsourcing
HumanResourcesImprove employer
brand, engagecandidates
Microblogs, Blogs,LinkedIn, CompanyFacebook Profile
Sales
Gain new prospects,build relationships,
communicateeffectively
LinkedIn, Microblog
Public Relations
Increase awareness,improve inbound links,encourage coverage
Blogger relations,Social Media PR,Digg, YouTube
Customer
ServiceImprove service,proactive service,
decrease wait time,
limit costsBlogs, Microblogs,
Shared Docs, Wikis,Q&A sites
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Where do brands fit in Social Media?
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Lesson Nine
Social Media is a new
medium available toconsumers and all portionsof the organization.
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Transparency: Honesty
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Transparency: Business Decisions
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Transparency: Brand Consistency
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Lesson Ten
Brands cannot hide.
Transparency andauthenticity areunavoidable.
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2023
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Which is ratedbest overall?
Which is consideredthe best value?
Which treatsemployees best?
Which is rated bestby people like you?
Which is rated bestby people in
your network?
Which is considered
most romantic?
Which is consideredbest for families?
Which offersbest-rated service?
Which is cleanest?
In which have yourfriends eaten?
In which are friendsdining right now?
Which has thebest burger?
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Social Media: How to Get Started
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social
attitudes,orientations or
behaviors whichtake the interests,intentions or needs
of other people intoaccount
medi
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1. Spend some time getting to know others.
3. Produce information of interest and benefit
to them.
5. Share it and make it easy for others to dothe same.
7. Listen and respond.
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Experience is the best teacher
Engage personally
Learn and apply to yourbusiness
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Getting Yourself Started
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Personal Networking
Professional Networking
Micro-communications
Personal Engagement
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Check in at least once a day
Its ok to not be friends witheveryone
Explore applications, profiles, pagesand groups
Facebook Tips
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Keep profile up to date
Recognize professional nature
Answer questions, join discussions
Sign up for update alerts
LinkedIn Tips
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Twitter Tips
Give thought to your username
Be sure to include location and shortdescription in your profile
Follow a variety of people, brandsand organizations
Reply to others with @ replies to
start or continue conversations Be real
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Who have you engaged with? Why?
What dont you like? Why?
Where do you seem to spend the most time?Why?
When have you turned to one over the
other? Why?
How do ou en a e differentl ? Wh ?
Evaluate
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Getting Your Business Started
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http://www.web-strategist.com/blog/2006/11/25/companies-that-measure-social-media-
Listen How?
i
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Listen How?
i ?
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http://www.google.com/a
http://search.twitter.
http://www.blogpulse.c
http://www.technorati.c
http://www.glassdoor.c
Listen How?
Identify terms you want to
Li M i i
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Listen Monitoring
Have a plan for response
Whodecides
?
Wholeads?
Whatresourc
es?
Whatchannel
s?
Li t M it i
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Listen Monitoring
Prevent brandjacking
Li t M it i
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Listen Monitoring
Revisit and reinforce employee
communication guidelines
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Social currency is like a good joke. When a
bunch of friends sit around and tell jokes, what
are they really doing? Entertaining one another?
Sure, for a start. But they are also using content --
mostly unoriginal content that they've heard
elsewhere -- in order to lubricate a social
occasion. And what are most of us doing when we
listen to a joke? Trying to memorize it so that we
can bring it somewhere else.
Social
Id tif
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Identify your currency
Data?
Expertise?
Insider info?
Tips?
Trends?
Jobs?
M k i l
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Make your currency social
O i Ob t l
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Overcoming Obstacles
Engage
GolfGoogle=F
Small
IT not
Wron
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H&R Block is being social
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SocialSocial media