social media & advancement
TRANSCRIPT
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SOCIAL MEDIA + ADVANCEMENTMelissa CheaterAdvancement Retreat
Spencer Leadership Centre
June 26, 2009
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What isSocial Media/New Media/Web 2.0?
“Social media is not about technology or websites. It is about people & brands –
connections, across all media, in the coffee shop, the network is the hub.”
Eli Singer, Segal Communications
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What isSocial Media/New Media/Web 2.0?
“In the era of social media, people use technologies to get what they need from each other, not traditional institutions.”
Charlene Li & Josh BernoffGroundswell: Winning in a World Transformed by Social
Technologies
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At every stage…
Facebook was started by students (for students)
Almost 1/3 of applicants use Facebook to research colleges
LinkedIn & Flickr popular among mature users
My dad has more facebook friends than I do!
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Top Websites in Canada
Alexa.org - June 24, 2009
10 of Canada’s 20 top websites are social
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Top Websites in Canada
Alexa.org - June 3, 2008Source: Ken Steele,
Academica Group
11 in 2008’s Top 20
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Create
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Connect
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Collaborate
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React
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Organize
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Accelerate Consumption
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45% of the social network’s US users are ages 26 and older, and
nearly 25% are over age 34.
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Source: ReadWriteWeb & LinkedIn
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The fastest growing member
community
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microblog
140 characters
many to many public conversations
growing at 1382%
largest group is 45 – 54 year olds
web, desktop & mobile
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our alumni began asking about it. The following is small (12% the
audience we do for Facebook), but the impact is more immediate –
Cornell CollegeSource: Case Communications List Serv
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Greatest growth has come from people
aged 35-49 years of age (+24.1 million).
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Groups bring people together within the
larger network
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The power of groups disappears when you
achieve 5,000 members.
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Your Facebook Page/Public Profile is
your Facebook homepage
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The LinkedIn Audience: The New Influencers
A Younger, More Affluent, More Influential And Harder-To-Find Audience Than The Leading Business Sites
Property
Average
AgeAverage HHI
%Comp Co Size <100
% Comp Business Decision Makers
% Comp That Read Business Magazine Last 30 Days
LinkedIn 41$109,7
0326% 49% 29%
WSJ.com 48$101,70
118% 40% 45%
Forbes.com 47 $93,896 18% 38% 47%
BusinessWeek.com
48 $95,668 18% 42% 51%Source: @plan Summer 2008
Source: Erik Schonfield
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Financial Profile
Average HHI $109,780 24% Have A Portfolio Value of $250K+ 85% Viewed/Paid Bills Online in Last 30 Days 53% Monitored/Viewed Stocks Online in Last 30 Days Credit Card Ownership
American Express: 38% Visa: 67% MasterCard: 53% Discover: 20%
Source: @plan Summer 2008
Source: Erik Schonfield
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Business Decision Makers
Job Titles: C-Level Executives 7.8% EVP/SVP 6.5% Senior Management: 16% Middle Management: 18%
50% Are Business Decision Makers In Their Companies
Source: @plan Summer 2008
Source: Erik Schonfield
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LinkedIn Delivers More C-Level Executives
Reach of C-Level Executives (Any)
0
100,000
200,000
300,000
400,000
500,000
600,000
LinkedIn WSJ BusinessWeek
Source: @plan Summer 2008 Source: Erik Schonfield
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LinkedIn Delivers More VPs
LinkedIn Ranks #4 And Indexes 317 In Reaching VPs
Reach of EVP/SVP/VP Level Executives
050,000
100,000150,000200,000250,000300,000350,000400,000
LinkedIn WSJ BusinessWeek
Source: @plan Summer 2008
Source: Erik Schonfield
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LinkedIn Delivers Affluent Individuals
LinkedIn Ranks #1 Overall And Indexes 210 in “Household Income $100K+”
LinkedIn Delivers More than 2,850,000 Individuals With HHI $100K+
%Comp HHI = $100K+
0
10
20
30
40
50
60
LinkedIn WSJ BusinessWeek Forbes CNNMoney
Source: @plan Summer 2008Source: Erik Schonfield
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•Radio + YouTube + Sponsor Webs
•Real-Time & Archive•Enable Sharing
•Online donations up 15%
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Be Present
Where your stakeholders want you Facebook Page/Public Profile Twitter Account LinkedIn Group
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Best Practices
Listen (& Learn) Follow, then Lead
Provide Relevant Content Be Responsive Stay Dynamic (Repurpose)
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Play with Social Media
Build a Facebook profile Watch most-watched YouTube videos
(make one) Share pics with Flickr or PhotoBucket Tag with Del.icio.us Try out MySpace, Bebo Find some blogs that interest you Comment on some blogs
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Recommendations
Facebook Page + Causes Twitter Account LinkedIn Group Homecoming video, flickr & tag Sharing widgets Live tweeting at events Do nothing just because it’s always been
done Communicate across all relevant channels Watch …
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Melissa Cheater, Web Communications Specialist
[email protected]/mmbcwww.linkedin.com/in/melissacheaterwww.facebook.com/melissacheater
www.melissacheater.com
Thank you