social media: engagement rules - ucanrucce.ucdavis.edu/files/datastore/234-1584.pdf ·...
TRANSCRIPT
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Social Media: Engagement RulesPresented May 6, 2010
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What We’ll Cover TodaySocial Media: If everyone else is doing it, should I?
How can I/my business benefit from How can I/my business benefit from social media strategy?
How do I know my strategies online are working?
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WHAT IS SOCIAL MEDIA?Designed to be disseminated through social interaction
Created using highly accessible and scalable publishing techniques.
Uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).
+Social media can move people from “interactive to interactions.”
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+47% adults use online use online networking
This number will only growUp from 37% in November 2008. (Pew Center for Internet and American Life, pewinternet.org)
+ Registered twitter users: 30MM and growing in 2010
Facebook >350MM
MySpace >260MM
Orkut 67MM
“Social Universe”
Friendster 90MM
Classmates.com 50MM
Bebo 35MM
YouTube 7B streaming videos/mo, #2 search engine for keyword searches
Ning 1M communities
Technorati tracks 100MM blogs and indexes 1.5M blog posts in real time
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Rewired Rewired consumer
experience
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At same time “everyone” is a
Social media has rewired the process by which consumers share experiences, expertise, and opinions (ref. Brian Solis)
Broadens the channels available to people seeking information
publisher, a change has occurred that rewires how people think about things
Changes how organizations approach issues, develop programs, remodeled the processes by which organizations connect with and show appreciation for their audiences
Transforms methods of influence
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Coupon shopping Using an iPhone app you see on YouTube
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+Psst… You are no longer the messenger. Your customers are.
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+ Blogs
Podcasts
Wikis
Virtual worlds
Crowd-sourced content
Social Media Tools to Consider
Crowd sourced content
Social bookmarking
Social calendars
Livestreaming
Images
Forums/groupsURL shorteners Forums/groupsURL shorteners
Social media release
Social media newsroom
Social media dashboards
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+ • Social networks
• Comments and wall posts
• Fan pagesActivity feeds/lifestreams
• Microblogs/communities
Social Media Tools to Consider
• Geolocation/mobile networking
• Widgets and apps
• Video broadcast networks
• Social media optimization
• Syndication networks
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Coca Cola: Expedition 206
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+My Starbucks
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1. Listening not shouting
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Whole Foods Market
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Conversation not Lectures
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2. Community engagement
Answer “What can I do?”
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Pepsi ReFresh
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Pepsi: Engaged
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+ Use multiple platformsTelevision Online Action
+3. Appropriate tools/platforms
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Video is the voice of generation next“Making media now is a powerful way of participating in all kinds of life, including civic and political life,’’ said Lee Rainie, director of the Pew said Lee Rainie, director of the Pew Research Center’s Internet & American Life Project. “These people are now deeply connected to the political process in a way that their parents, at their age, could never be.’’
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#beatcancer
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4. Meaningful metricsTone/Engagement/Influence
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+Tracking letsmove.gov
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Tweet to Beat
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+If web surfing is dead, what do we do with all the surfboards?The idea of web surfing is so dead. Once you get people to a website, it’s rare they are going to go back too often." - David All
+Aggregators/curation – next & needed
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5. Consistency in real life
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Tom’s Shoes
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+Are you listening to your messengers?Are you listening to your messengers?
Have you provided easy to use, appropriate ways for them to engage in conversation with Have you provided easy to use, appropriate ways for them to engage in conversation with
Checklist
ways for them to engage in conversation with you and each other about your products?ways for them to engage in conversation with you and each other about your products?
Do the tools fit the purpose?Do the tools fit the purpose?
Are you tracking (24/7/365) what’s being said about your brand and adjusting strategy accordingly?
Are you tracking (24/7/365) what’s being said about your brand and adjusting strategy accordingly?
Are you living your brand online the way you do in real life?Are you living your brand online the way you do in real life?
