Transcript Slide 1

Social Media:
What Is It and
Why You Should Care?
Presented by: Expansion Plus
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Who We Are:
PRESSfeed is a social media
tool that uses RSS feeds to
syndicate content that was
developed for marketing and
PR purposes.
Expansion Plus is a full
service internet marketing &
public relations agency
located in Pasadena,
California.
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What is Social Media?
Social Media is a
term used to
describe websites
that let users
contribute to the
content.
They can save, tag
and share content
online
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Traditional Media in Decline
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Recommended Reading
Read the book
on line for free
http://www.cluetrain.com/book/index.html
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• Why Should You Care?
• What Can Social Media Do for
Your Business?
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Pull Marketing
The world is fast moving
from a push-based
information delivery
(where you send
information via ads or
emails) to a pull-based
information delivery
(where the subscriber
accesses your
information, as and when
he wants).
.
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Consumers In Control
• Consumers are
rejecting obsolete
interruptive
advertising
• And flocking to
interactive
engagement
marketing
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What Is Influencing Buyers?
“A Person Like Me”
Now The Most Credible Spokesperson
for Companies
Global opinion leaders say their most credible
source of information about a company is “a
person like me.”
- Edelman Trust Barometer 2008
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2009 Statistics
• 75% of all US Internet users are
active on Social media
• Facebook is the 4th most visited
site in the world
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Social Networks: Free-Time Activity
• More than 80% of
Americans 15-34
actively use online
social networks
• Social networking
sites have gained a
foothold in the
primetime hours
- TRU, TNS and Marketing
Evolution
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BtoB
Word of mouth is the #1
influence on business
purchase decisions
"Business decision-makers
most value communication
channels that provide twoway dialog."
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BtoB
Top reasons for placing content
on social networking sites
• driving traffic (51%)
• creating brand awareness
(32%);
• direct selling (25%)
• influencing a purchase decision
(15%)
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Boomers Online
The fastest
growth in
Internet use is
being driven
by the older
age groups,
starting at 55.
- The Media Audit
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Reasons for Social
Media Popularity
48% said they are
having more fun in
life in general.
- TRU, TNS and Marketing Evolution
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Reasons for Social
Media Popularity
45% said their
lives are more
exciting as a
result of spending
time networking
online.
- TRU, TNS and Marketing
Evolution
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Reasons for Social
Media Popularity
57% said they’ve
found more people
with similar
interests.
- TRU, TNS and Marketing Evolution
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Word Of Mouth
Over 25
million US
adults
regularly
share advice
on products or
services
online.
- eMarketer
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Influencing Purchases
58% of consumers
prefer websites
with peer-written
product reviews.
- MarketingSherpa
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Strategy Steps
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8.
Listen
Set goals
Create a content strategy
Choose tools
Create and deliver content
Engage
Facilitate
Measure
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Tools for Listening
Track trends
Find relevant
bloggers
Use for a
Dashboard
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What Do You Want
To Achieve?
• Set goals
• What
audiences/verticals
should you be
communicating with?
• Set up metrics to track
the results
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Identify Resources
• How can you reach out to the
people you currently
communicate with and educate
them
• Identify resources and topics for
content
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Your Audience
• First look at the audiences you
want to reach.
• Start by listing the target
audiences you want to deliver
your content to
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Social Media Tools
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Optimized press releases & articles
Blogs
Podcasts
Videocasts
RSS (really simple syndication)
Socialize your web content –
tagging bookmarking
• Social Networks
• Social Media News Sites
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Syndicate Your Content
• Put your content in
feeds
• Add Share This
Buttons
• Use Follow Me
Buttons
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Make It Easy To Share
• Users can post and tag your content on
social media sites like del.icio.us and
digg.
• These sites allow users to create a
page of their favorite sites on a subject
- a virtual library. They are showing up
high in search rankings.
• If your content makes it onto these well
indexed and ranked pages it can bring
you lots of traffic.
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Reach Out
Photo www.readytalk.com
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From Dell Hell…
The Dell
Community has
contributed:
8995 ideas,
promoted
612994 times,
69980
comments
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Measurement
• Set measurable goals
• Benchmark your current position
• Measure changes
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• Establish a benchmark of the top blogs that your
can measure
• Establish client’s current share of voice in this
universe
• How often is the brand mentioned relative to the
competition
• What is the current sentiment (positive vs
negative)
• How much positive consumer recommendation
are they getting – this is the most trusted form of
advertising online and this is what drives
consumer behavior.
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• Measure how this increases
over time
• Establish a unique URL
• Drive all SM traffic to that URL
• Use in house analytics to
measure the # of people who
visit this URL
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• House Social Media videos on this
URL
• Measure views on the site
• Add the videos to YouTube and other
video sharing sites
• Measure the # of views on these sites
• Measure engagement on this URL –
comments, uploads etc
• Track the search rankings of this URL
for the relevant search terms
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Join The Conversation
With the new social
media tools
powered by RSS blogs, podcasts,
syndication of
articles - your
options are wide
open.
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Additional Reading
Ebooks:
• Web Sense by Sally Falkow.
Effective Internet marketing strategies
for entrepreneurs.
• The Power of Good Content by
Sally Falkow. Lean the secrets of how
to write for the search engines and
keep your visitors coming back for
more.
Order online: www.falkowinc.com/inc/ebooks.html
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Copyright Notice
All materials contained in these presentations are protected by United
States copyright law and may not be reproduced, distributed, transmitted,
displayed, published or broadcast without the prior written permission of
Expansion Plus Inc.
The TIGER Symbol is a trademark and service mark owned by Hubbard
College of Administration. L. RON HUBBARD and HUBBARD are
trademarks and service marks owned by RTC and are used with
permission. Grateful acknowledgment is made to L. Ron Hubbard Library
for permission to reproduce selections from the copyrighted works of L. Ron
Hubbard.