Download - What Is Social Media
INTERACTIVE STRATEGY - 55, AV. MT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM
SOCIAL MEDIA
INTERACTIVE TACTICS
1 INTRODUCTION TO THE SOCIAL MEDIA APPROACH
2 WHO & WHAT?
A BEHAVIOUR & STATISTICS OF SOCIAL MEDIA USERS
3 WHY?
A THE EVOLUTION OF THE WEB AND ITS USERSB SOCIO-ECONOMIC OPPORTUNITIES
4 HOW?
A NEWS, COMMUNITY SITES, WIDGETS & UGC SITES
B PROCESS & EXAMPLES FOR EACH TACTICC BRAND MONITORING
D METRICS TO EVALUATE SUCCESS
5 BUSINESS CASES
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SOCIAL MEDIA BUZZWORDS
Web 2.0
Digg / Digger / Dugg
StumbleUpon / Stumbler / Stumbled
SMO
Twitter / Tweet / RT / #user
Mixx
Bury
Hosted Blog
Giving some love
Widget
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Avatar
SaaS
Microblogging
RSS
Mashup
Aggregator
Crowdsourcing
P2P
Psychographics / IAO
Sphinn
WEB 1.0
READING
> Users read what they are given
WEBMASTER & AUDIENCE
> Webmasters define the experience
SELECTIVE REPRESENTATION
> One-way message communication
MANAGEABLE CHANNELS
> A business’ market
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WEB 2.0
READING, WRITING, SHARING
> Users create, comment, share
COMMUNITY
> Users largely define the experience
TRANSPARENCY
> Two-way public discussion
LACK OF CONTROL
> A user’s market
VIDEO “The Web is us/ing us”
INTRODUCTION TO SOCIAL MEDIA
SOCIAL MEDIA> The use and sharing of content in a web 2.0 environment.
SOCIAL MEDIA MARKETING> Moderation and catalyzing of social media. > An increasingly necessary adaptation.
In 2005, only one out of the top ten sites on the web was a social site (MySpace). In 2008, that number rose to 5(YouTube, MySpace, Facebook, hi5, Orkut).
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SOCIAL MEDIA STATISTICS
GOOGLE 1 000 000 000 000 pages indexed (1 trillion)
WIKIPEDIA 75 000 contributors, 2,7M EN articles, 700M UV / year
YOUTUBE 70M Videos, 200k publishers, 413 years, 100k videos / day
BLOGOSPHERE 133M blogs, 346M readers, 900 000 posts/day, 55% drink 2 or more coffee, 77% users read blog
TWITTER 1 100 000 000 tweets, 63% male, 3M tweets / day
FACEBOOK 150M active users, 2,6 billion minutes spent / day
DIGG 236M UV / year, 125 000 dugg stories by MrBabyMan
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SOCIAL MEDIA USERS
DIFFERENT PARTICIPATION LEVELS
> Creators, Critics, Collectors, Joiners, Spectators
EDUCATED
> 87% of Digg users have gone to college
SUCCESSFUL
> Digg users’ average household income: $85,000
ACTIVE
> Americans spent a total of 558 million hours watching online video in July 2008> Facebook active user base doubles every 6 months
OF ANY GIVEN AGE
> 2nd most active group on the Web are the 65+ (after 15-24)> Average age of users on social media sites is ~35 years old (wow!)
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THE EVOLUTION OF THE WEB
GREATER USER FAMILIARITY
> User competency, participative potential
GREATER MAINSTREAM WEB SATURATION
> The Internet’s cultural integration
TECHNOLOGY
> Improved computers, increased bandwidth
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ECONOMIC ADVANTAGES
VOLUNTEER-MADE CONTENT
> Editors and copywriters can encourage user contribution (crowdsourcing)> The more content, the better is it for users + Search Engines (Google)
FEEDBACK
> Obtain valuable user opinions and improve your offering> Give better customer service
GREATER EXPOSURE
> Plugged into channels for viral spreading> Advertising revenue and brand value
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TYPES OF SOCIAL SITES
SOCIAL NEWS
> Digg, Reddit, Stumble Upon
SOCIAL COMMUNITY
> Facebook, MySpace, Orkut
WIDGET
> Meteomedia or StockMarket widgets
USER-GENERATED CONTENT
> YouTube, Flickr
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SOCIAL PLATFORMS
Digg.com
> Onsite voting> All or none> Tough to succeed> Can get “buried”> Large traffic spike> Success = home page
StumbleUpon.com
> Toolbar voting> Proportional results> Not as tough to succeed> Can get down-thumbed> Lower total, more gradual spike> Success = recommendation
surge
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Worth a look- Propeller.comAOL.com showcase
- Reddit.comIntelligent, savvy crowd
- Mixx.comDo-follow links
- Buzz.yahoo.comYahoo.com showcase
SOCIAL NEWS SITES
Communities gather, share and synthesize “news” content.Best content rewarded with greater exposure.
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DIGG.com
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SOCIAL NEWS SITE STRATEGY
ACCOUNT CREATION, DEVELOPMENT, AND MAINTENANCE
> Continuous integration within the social community
PLATFORM CREATION
> Development of social friendly setting (topic, social buttons)
CONTENT CREATION
> Crafting a fun, informative, relevant piece
VOTE SOLICITATION
> Users determine their own level of involvement in the creation process
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SOCIAL COMMUNITY SITE STRATEGY
FACTS
> 50% of all current adult social networkers say that they access their profiles at least every other day.> Facebook had 39 million unique visitors (Sep. 2008)
TACTICS
> Business profile / group creation> Adding friends, promoting membership> Incentivized spread of focused PR message> Contests, updates, get-togethers, and other relevant information> Integration with other social strategies (blogs, forums, twitter)
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WIDGET STRATEGY
DEVELOPMENT
> Creation of branded, useful tools
PROMOTION ON RELEVANT SITES
> Offering widgets and building relationships online
EXAMPLE
> recettes.qc.ca: recipe submission and sharing
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UGC STRATEGY
ESTABLISHMENT OF USER IDENTITY
> Full indexable Profiles> Identify its psychographic elements
ENCOURAGEMENT OF USER INVOLVEMENT
> Options to comment, tag, share> Rewards and perks related to the level of involvement
COMMUNITY MANAGEMENT
> Discussion moderation> Event coordination> Feedback on existing features or modules
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BRAND MONITORING
MONITORING TOOLS
> Google Alerts, Omgili, Trackur, etc.
PROACTIVE POSITIVE BRANDING
> Generating discussion/buzz> Twitter & Plurk
NEGATIVE BRANDING
> Listening, assessing, and responding to brand criticism
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SOCIAL MEDIA SUCCESS METRICS
TRAFFIC
> Visits, unique visitors and views
BACKLINK GENERATION
> Search engine traffic
BRANDING
> Brand discussion and growth
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MEMBERS
> Community expansion
COMMENTS & TAGS
> On social sites and actual content
CONVERSIONS
> Direct and indirect
SOCIAL MEDIA EXAMPLES
DONE AT NVI
> Molson Dry | APP> Canal D | Légendes urbaines> Club Med | Mom’s blogs > AskMen.com
OTHER SOCIAL MEDIA CAMPAIGNS
> Failed | Edelman with Wal-Mart> Success | Will it Blend> Success | Dove> Kinda Succesfully Failed | Skittles latest campaign
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QUESTIONS?
> Twitter: twitter.com/nvi> Site: nvisolutions.com> Blog FR: go-referencement.org> Blog EN: nvisolutions.com/blog> Stage?: [email protected]
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