CSI Columbus Social Media Presentation 020810

Online Social Media

Online Social Media

Kimberly Kayler, CPSM, CSIPresident

Constructive Communication IncCSI – Columbus Chapter

Constructive Communication, Inc.

Online Social Media

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CSI – Columbus Chapter

Online Social Media

Social media is an umbrella term that defines the various activities that integrate

technology, social interaction, and the construction of words and pictures.


Online Social Media

“Social Computing is not a fad. Nor is it something that will pass you or your something that will pass you or your

company by. Gradually, Social Computing will impact almost every role, at every p y , y

kind of company, in all parts of the world.”


Online Social Media

Introduction• Social media is about dialogue, two-way

di i th t b i g l t g th i

Introduction

discussions that bring people together in order to discover and share information.

• Users control the messages companies can Users control the messages, companies can influence those messages

• Social media is anything that uses the Internet y gto facilitate conversations between people

IF YOU DON’T ENGAGE, YOUR COMPETITION WILL!


Online Social Media

Facts• The top 25 sites have 300 million

/ th

Facts

users/month• 3 out of 4 Americans use social technology• 57% of adults have joined a social network,

making it the number one platform for creating and sharing contentcreating and sharing content

• In 1999, number one reason we got on the Internet was porn Now it is social media Internet was porn. Now it is social media.


Online Social Media

Years to reach 50 million users:• Radio: 38 years

TV 13

Years to reach 50 million users:

• TV: 13 years• Internet: 4 years

iP d 3 • iPod: 3 years• Facebook: added 100 million users in less

than 9 months!than 9 months!• iPod Application downloads: 1 billion in 9

months!• In the future, we won’t search for news and

products….they will find us


Online Social Media

How does this apply to business?• 93% of Americans believe a company should

have a social media presence

How does this apply to business?

have a social media presence • 85% believe a company should not only be

present, but also interact with its consumers via social media

• 56% of American consumers feel both a stronger connection with and better served stronger connection with and better served by companies when they can interact with them in a social media environment

2008 Cone Business in Social Media Study


Online Social Media

Changing World• Consumers/journalists going online to find

news and information

Changing World

news and information • 89% of Internet users worldwide used search

engines to find information• 76% look up news online • 89% of journalists read blogs for story

research 65% turn to Facebook and research, 65% turn to Facebook and LinkedIn, 52% hit micro-blogging sites like Twitter, and 61% use Wikipedia (source: Cision and George Washington Cision and George Washington University).


Online Social Media

CCI Survey Results• 75% of respondents personally interact with

i l di g l l hil 80% f

CCI Survey Results

social media regularly, while 80% of companies rarely interact with social media

• The most popular outlet for companies was The most popular outlet for companies was LinkedIn with 62.5%

• 90% of respondents said their company does not p p yhave a social media policy

• 76% said online social media is a critical medium but 60% said they rarely participate from a corporate perspective.


Online Social Media

Cision Study• Journalists file 48 stories a week for the 24-

b 7 li l th

Cision Study

by-7 online news cycle; they are interacting with 26 sources though they only meet in person with 4 only meet in person with 4

• Reporters said their most useful interactions with PR professionals continue to be with PR professionals continue to be based on personal relationships.


Online Social Media

Marketing is ChangingTraditional

Marketing is ChangingEvolving

Branding

Advertising

eMarketing

Search Engine Optimization

Direct Marketing

Sales Promotion

Search Engine Marketing

Social NetworkingS

Collateral

Trade Shows

Syndication

BroadcastingTrade Shows

Events


Online Social Media

But strategy is still needed• Don’t jump to tactics- Do a SWOT Analysis

But strategy is still needed

• Social media requires strategy like any other marketing tool

• Create buyer personas of target audience to better understand where to focus efforts

St thi ki i t t thi ki • Stop thinking campaigns, start thinking strategy!!!

S l ti d t t di d• Solution needs to meet audience needs• Be accessible!


Online Social Media

WikipediaWikipedia


Online Social Media

Wikipedia• Build up history of reliability

Wikipedia

• Always use credible sources and footnote• Straight facts, not opinion! Cite often!• 684 million yearly visitors• 75,000 active contributors working on 13

million articles in 250 languages• Studies show it’s more accurate than

Encyclopedia Britannica! • 78 percent of articles are non-English.


Online Social Media

Wikipedia• 2.5 million articles in English and growing

Wikipedia

• Improve search but keep it neutral• Requires content to be in HTML format• Monitor regularly in case of issues• Use for professional use• Wikipedia community is passionate about

quality• It is an open-ended project, a work in

progress


Online Social Media

WikisWikis


Online Social Media

Wikis• Used to communicate internally and

t ll ft ll d “ h i t”

Wikis

externally, often called a “sharepoint”• Go in and edit and contribute just like

Wiki di Wikipedia • Ongoing process of collaboration

I t t d k l d t t• Intranet and knowledge management systems• All users edit any page or create new pages


Online Social Media

FacebookFacebook


Online Social Media

Facebook• Started so guys could pick up girls at Harvard

250 illi ti i d

Facebook

• 250 million active users, growing every day• 2nd most trafficked site in worldA g h 100 f i d• Average user has 100 friends

• 2.6 billion minutes are spent each day• More than 4 million users become fans daily• More than 4 million users become fans daily• Users share more than 1 billion forms of

content each weekcontent each week• Site membership grew 85 percent in 2008


Online Social Media

Facebook• Suggest fan pages rather than groups

Facebook

• Use as a snapshot of internal culture/life• Often for personal rather than professional use

85% 18 24 55 65 ld f l i f • 85% are 18-24, 55-65 year old females is fastest growing age group

• #2 site behind Google• #2 site behind Google• 5 billion minutes spent on Facebook each day!• If Facebook were a country it would be the 8th• If Facebook were a country, it would be the 8

most populated in the world, ahead of Japan


Results: ACI has tripled the applications for scholarships sinceapplications for scholarships since creating their Facebook group. They met their goal and share the link on emails, website and newsletters.

Online Social Media

MySpaceMySpace


Online Social Media

MySpace• Oldest social networking site

43 illi

MySpace

• 43 million users• More than half of MySpace users are 35+

8 illi ti t d b d• 8 million artists and bands• Has many bugs and hackers• Not user friendly• Not user-friendly• Declining significantly in popularity• Recently laid off employees and declared • Recently laid off employees and declared

itself as a start-up due to decline in users


Online Social Media

Online ForumsOnline Forums


Online Social Media

Online Forums• Monitor and be aware of what is out there

Online Forums

• Check out Ask Yahoo and Vark.com• Also, on Ning, there are a couple of AEC

groups that are becoming popular


Online Social Media

LinkedInLinkedIn


Online Social Media

LinkedIn• Professional relationships and networking

S 2009 47 illi gi t d

LinkedIn

• Summer 2009: 47 million registered users, spanning 170 industries.

• Average: Male, 41, makes $100k g , , $• Use Answers section and join Groups• Contribute to the conversations!• LinkedIn profile is similar to a resume• Can post jobs within groups or in Job section

80% f i i Li k dI th i • 80% of companies are using LinkedIn as their primary tool to find employees!


Online Social Media

LinkedIn• Some reporters now use the Answers section

LinkedIn

• Add a personal note when adding connections• Paste email footer in the bottom of LinkedIn

messages•Linkedin Keywords, March 2009:

•807 Architecture•1,083 Construction3 945 Engineering•3,945 Engineering


More than 7.75 MILLION visitors each day!

Online Social Media

Case Study• The International Grooving & Grinding

A i ti C i ti C itt

Case Study

Association Communications Committee• Have created a LinkedIn Group to test how

th ill ith bthey will use with members• This is a great way to help stakeholders

understand how to use before launching understand how to use before launching a group


Online Social Media


Online Social Media

Case Study• Concrete Industry Management (CIM) is a

d t i i iti

Case Study

degree program at six universities across the nation

C t d Li k dI g f t d t • Created a LinkedIn group for students, professors and board members

• The group was launched late August and • The group was launched late August and already has 174 members


Online Social Media


Online Social Media

TwitterTwitter


Online Social Media

Twitter• Concept of microblogging: 140 charactersA k Wh t d i g?

Twitter

• Asks: What are you doing?• Twitter messages: 3 million/day• Total Users: 1 millionTotal Users: 1 million• Follow many people and be followed • Search.twitter.com is a great monitoring toolg g• Join in the conversation and retweet often• Answer question immediately• Employees are your best PR tool, let them talk

but give them boundaries


Online Social Media

Twitter• If someone is talking to you, respond

B t dd bi h t d URL i fil

Twitter

• Be sure to add bio, photo and URL in profile section

• Change design background colors and upload • Change design background colors and upload your company logo

• Decide if you are going to be the company or y g g p yan employee

• Write in headlines!• Check how you are doing on

TwitterGrader.com


Online Social Media

Twitter• Search.Twitter.com= your secret weapon. Use

d d h t !

Twitter

advanced search to narrow!• Use hashtags to facilitate conversations• Embed Twitter in your website/email signature• Embed Twitter in your website/email signature• Follow and be followed!• Quickly share information with people interested • Quickly share information with people interested

in your company, gather real-time market intelligence and feedback, and build grelationships with customers, partners and other people who care about your company


Online Social Media

Twitter• Use Twitter to talk to reporters

Wh g t th i d

Twitter

• When users are angry, meet their needs• Think in terms of the passion you create• HootSuite lets you manage many accountsHootSuite lets you manage many accounts• Better for B2B= Technical info is not easily found

online whereas B2B info is easy to find• Use keyword-rich tweets• Ask what your audience wants and deliver

R l d il t i t d d t t • Replaced email as a way to introduce and start dialogue


Online Social Media


Online Social Media

BlogsBlogs


Online Social Media

Blogs• There are approximately 200 million blogs

d 346 illi l h d bl

Blogs

and 346 million people who read blogs• Blogger.com or Wordpress.com are free • Use Google Analytics, Technorati to measure• Use keywords so target audience can find• Add pictures, videos, short and long articles• Blogs have readerships that are larger than

daily newspapers


Online Social Media

Blogs• People find most blogs through organic search.

Readers are searchers!

Blogs

Readers are searchers!• Use keywords wisely. Title blog wisely• Build and initiate relationships

H d li d • Have good tagline and name• Employee blogs are 5 times more credible than

CEO blogsg• Tell a Story• Create a Policy for Employees

Measure results• Measure results• Most popular blogs have 50k-100k views a day


Online Social Media

Blogs• Identify employees who are genuinely

th i ti b t th t it t

Blogs

enthusiastic about the opportunity to blog:

• Passionate about their work/product• Passionate about their work/product• Enjoy sharing with others• Risk takersRisk takers• Goal oriented and ambitious• Have a sense of humor• Receptive to feedback• Doesn’t have to have great writing skills


March 2009: 43,000 visits, 120,000 pageviews from people in 60views from people in 60 countries.More than 1,000 comments posted

Online Social Media

TechnoratiTechnorati


Online Social Media

Technorati• Highlight and distribute online conversation

Technorati

• Introduce millions to social media content• Information source for your blog• Monitor authority and what is being said

about your company


Technorati

Online Social Media

DiggDigg


Online Social Media

Digg• Share content from anywhere on the web

Digg

• Influential professionals who are active online

• Similar to Digg is Redditt, StumbleUpon, Squidoo and Knol…all are sharing content


Online Social Media

FlickrFlickr


Online Social Media

Flickr• By June 2009, hosted more than 3.6 billion

i hl h t 2

Flickr

images, roughly one photo per every 2 people on the planet

O li h t g t• Online photo management• Control who can see, who can organize

Sh h t• Share photos• Improve chances of someone finding you• Reporters might come here to find pictures of

your company


Online Social Media

You TubeYou Tube

Record Then ShareRecord. Then Share


Online Social Media

YouTube• More than 142 million U.S. users watch an

average of 80 videos per month

YouTube

average of 80 videos per month• Americans spend a total of 558 million hours

watching online videos online each month• Online views can grow sales by 500%• People like to see videos, so share

d • Need to monitor• 412.3 years is the length of time it would take to

view every YouTube videoview every YouTube video• 13 hours is the amount of video uploaded every

minute


Online Social Media

SlideshareSlideshare


Online Social Media

Slideshare• Allows you to share presentations and

d t ith

Slideshare

documents with everyone.• Improves SEO and tracks number of views.• Great way to improve views of important

documents and presentations.


Online Social Media


Online Social Media

DeliciousDelicious


Online Social Media

Delicious• Social bookmark sharing

Delicious

• Allows users to tag, save, manage and share web pages from a centralized source.

• With emphasis on the power of the community, Delicious improves how people discover remember and share on people discover, remember and share on the Internet.


Online Social Media

PodcastsPodcasts


Online Social Media

Podcasts• Podcasts=Broadcasts

Podcasts

• Audio or File Sharing• Example: iTunes• More useful for B2B than B2C, but does not

have a high success rate


Online Social Media

Really Simple Syndication- RSSReally Simple Syndication RSS


Online Social Media

Really Simple Syndication-RSS• Used within the next 12 months by 63% of

d t k t

Really Simple Syndication RSS

consumer product marketers • 65% media and communications marketers• 37% financial service marketing • 38% equipment companies• Google Reader• Improves search• Rich Site Summary


Online Social Media

Search Engine Optimization- SEOSearch Engine Optimization SEO


Online Social Media

Search Engine Optimization- SEO• 42% of search users click the top ranking link

Search Engine Optimization SEO

• 8% click the second ranking link• 40% of SEO campaigns aware of their ROI

achieve returns in excess of 500%


Online Social Media

Google AdWordsGoogle AdWords


Online Social Media

Google AdWords• Adwords.google.com

Google AdWords

• Partnered with thousands of outlets to sponsor keywords on sites (i.e., New York Ti )Times)

• Google has 77% of market share of search65% b i h h i• 65% begin research on search engines

• 68% of all Internet users never click on ads• Less than 1/6 of online users drive 80% of

advertising clicks


Online Social Media

Google AlertsGoogle Alerts


Online Social Media

Google Alerts• Sign up to receive a daily email about a topic

k d

Google Alerts

or keyword• Monitor what is being said about your

company

G t l th t t i ht li k • Go to google.com, then go to top right, click “more”, then click on “even more” and top left is the alerts buttontop left is the alerts button


Online Social Media

Other Sites to be Aware of• Gather: social network for NPR

Other Sites to be Aware of

• Jigsaw: business card directory – trade your card for a business you need

• Meetup: strives to connect people using the web to get off the web

Ph t b k t h t l ti it• Photobucket: photo conglomeration site• Propeller: Digg-like social news site• Sermo: seeks to connect doctors


Online Social Media

Other Sites to be Aware of• Squidoo: allows users to register and create a

page or lens about an area of interest


page or lens about an area of interest • ThisNext: social shopping service, members

recommend favorite products and help recommend favorite products and help others

• Utterz: post pictures and videos to blogs from your cell phone

• Forums: are a great place for people to comment and share information on the comment and share information on the web


Online Social Media

Other Sites to be Aware of• VisiblePath: provides several layers of affiliation

and differentiation based on a member’s


and differentiation based on a member s personal knowledge of a contact

• Yelp: how the Yellow Pages met social media. Contains prolific member reviews and is known for quality and honesty

• Zillow: resource for real estate agents and • Zillow: resource for real estate agents and homeowners to access statistics and tools

• Digsby: allows you to compile all email and social networks into one site

• Ning: similar to Facebook


Online Social Media

Getting Started• If you decide to start up a social networking

f d t

Getting Started

page for your company you need to: • Maintain constantly• Update regularly• Update regularly• Invite others to join• Facilitate conversationsFacilitate conversations• Post jobs and internships• Post news links• Upload pictures


Online Social Media

Getting Started• If you create a page, provide a link to it on your

website

Getting Started

website• Stay active with your audience DAILY• Alternate option is to advertise on these sites,

then you don’t have to regularly updatethen you don’t have to regularly update• Disclosure is permanent• We are still in infantile stageg• Losing by not contributing. Don’t be private• Create a great online newsroom for buyers and

journalistsjournalists• Focus on no more than 2 online tools to start


Online Social Media

Getting Started• Engage and personalize = Dialogue

Getting Started

• Join online communities where you want to talk (community, sports club, recent grads)

• Like a dinner party don’t talk the whole time • Like a dinner party, don’t talk the whole time, listen and participate, too!

• Dive in! The more we dive in, the less unfamiliar Dive in! The more we dive in, the less unfamiliar it feels!

• Companies must drive people to purchase with p p p pgreat online content

• Content drives action!


Online Social Media

Tips• Don’t fear negativity. Fear of loss of control was

cited by nearly 47% of the 260 marketers

Tips

cited by nearly 47% of the 260 marketers • Be willing to admit fallibility• When searching, think like the customer.g,• Engage, don’t sell• Don’t pester, people want participation, not

dpropaganda• Deliver content at the precise moment your

audience needs itaudience needs it

TWI Surveys for the Society for New Communications Research


Online Social Media

FTC Ruling• The new rules state that, when endorsing a

product or service, you must:

FTC Ruling

product or service, you must:• Disclose when you are being compensated--

whether you are being paid for the endorsement and/or have been give free endorsement and/or have been give free sample of the product (traditionally known as "not-for-resale" copies).

• Be truthful in your statements and make sure • Be truthful in your statements--and make sure they can be substantiated.

• Speak from actual experience--meaning you can't just regurgitate the sponsor's can t just regurgitate the sponsor s marketing speak if it isn't an actual experience, opinion or belief of your own.


Online Social Media

How to Gain Followers• Add to your business card

How to Gain Followers

• Add to end of email signature• Add to company website• Add to blog• Add to Newsletter• Add to advertising efforts• Share all outlets that you are using on eachy g


Online Social Media

Characteristics of a Good Profile1. Strong profile visibility: develop brand

recognition

Characteristics of a Good Profile

recognition2. Active participation: have continuous

presencepresence3. Practice reciprocity: win-win outcomes4. Effective communication: conversations5. Support the community: put before self6. Provide value above all: gain trust and g

attention7. Demonstrate Integrity


Online Social Media


Online Social Media

Best Practices• Employees need to understand that what is

posted out there can not be taken back

Best Practices

posted out there can not be taken back• Talk to your employees and remind them that

they are representing you• If you do create a page for your company,

monitor it regularly, start discussions, add events etcevents…etc.

• Give users content that describes problems then provides details on how to solve

• Be a thought leader through E-books, newsletters, whitepapers


Online Social Media

Online Social Media Objectives• Make a sale

Online Social Media Objectives

• Request a sales contact• Request more information• Download an informational white paper• Download product specs• Create awareness of a new product• Renew awareness of an existing productg p


Online Social Media

Online Social Media Objectives• Identify new prospects

Online Social Media Objectives

• Inform existing customers of an upgrade• Create or alter a brand image• Counteract negative publicity• Deposition a competitor• Generate advertising revenue• Raise awareness with investors• Raise awareness with the media


Online Social Media

ROI• Define the Return or expected results

D fi th I Wh t’ th i t t?

ROI

• Define the I: What’s the investment?• Understand your audience and what

motivates themmotivates them• Define the metrics- what you want to become• Determine what you are benchmarking Determine what you are benchmarking

against• Pick an outlet and research it fullyy• Analyze results, take insight then action and

measure again


Online Social Media

Policies• Educate employees and self

Policies

• Policy should state how employees are expected to engage.

• Stay transparent by using real name and the company.

W it h t th k t i t t j i i • Write what they know, stay consistent, join in the conversation, add value, create excitement and be a leaderexcitement and be a leader.


Online Social Media

Policies• Employee should stick to their area of

ti d id i di id l

Policies

expertise and provide individual perspectives on what is going on at the companycompany

• Post meaningful and respectful comments• Always pause and think before posting• Always pause and think before posting• Respect proprietary information and content

Bl ki g d t t t ff f • Blocking access does not prevent staff from posting material


Online Social Media

Policies• Respect confidentiality

Policies

• When disagreeing with others, keep it polite and appropriate• Comply with copyright, fair use, and financial

disclosure lawsWh i d bt b t ti t t t • When in doubt about posting content, get

permission


Online Social Media

Policies• Employees are responsible for the content

th d

Policies

they produce. • Decide if employees allowed to use this

di hil t kmedium while at work.• Admit a mistake if necessary

If ti li ti i f • If promoting online conversations, sign up for monitoring system such as Radian6, Cision or VocusCision or Vocus.


Online Social Media

Crisis Management• Actively monitor

R d i kl ithi h

Crisis Management

• Respond quickly: within hours• Respond at the flashpoint: where audience is

communicating before anywhere elsecommunicating before anywhere else• Educate employees: all employees should

have online social media trainingg• Foster a positive culture: if employees are

happy, they’re less likely to tear down h the company

• Set clear guidelines: create a policy


Online Social Media

Monitor Online Conversations• Vocus: $1,250 per month. Includes all

monitoring news clipping and distribution

Monitor Online Conversations

monitoring, news clipping and distribution of press releases

• Radian6: $600 per month. Allows monitoring of blogs, news, twitter and working on Facebook.

• Cision: $695 per month Uses Radian6 platform• Cision: $695 per month. Uses Radian6 platform• PR Newswire: $450 per month and includes blogs,

news, forums, Twitter, photos and video sites and Social Media such as Facebook

• Integrate PR, security and HR to respond


Online Social Media

Monitor Online Conversations• Backytype.com

Bl g l h bl g


• Blogpulse.com: searches blogs • Boardreader.com: searches message boards,

forums, videos and Twitter,• icerocket.com: searches blogs, news,

MySpace, Twitter, images S l d C ll • Socialmention.com and Collecta.com are

great tools• Sitevolume com xenureturns com Sitevolume.com, xenureturns.com,

summize.com, twemes.com, twinfluence.com


Online Social Media

Monitor Online Conversations• Top performing companies were nearly 7

times as likely as poor performers to use


times as likely as poor performers to use social media monitoring tools

• Nearly two-thirds of the top performers had Nearly two thirds of the top performers had formal monitoring programs in place and 42 percent were actively listening to d t t l i g f th t t th i detect early warning of threats to their brands.

• 20% of the content influences 80% of the 20% of the content influences 80% of the decisions

Source: Word of Mouth Marketing Association Study


Online Social Media

It’s All About Dialogue“If you’re not part of the conversation, then

you’re leaving it to others to answer questions

It s All About Dialogue

you re leaving it to others to answer questions and provide information, whether it’s accurate or incorrect. Or, even worse, you may be leaving it up to your competition to jump in to become the p y p j p

resource for the community. Yes, there will be negative comments. Yes, you’ll invite unsolicited

feedback. Yes, people will question your f , p p q yintentions. Negativity will not go away simply because you opt out of participating. Negative

commentary, at the very least, is truly an y y yopportunity to change the perception that you did

or didn’t know existed.”


Online Social Media

Thank You!Thank You!

Kimberly [email protected]

Visit www.aecsocialmedia.com


CSI Columbus Social Media Presentation 020810

Business

Transcript of CSI Columbus Social Media Presentation 020810