Spur Digital Social Media101 (P Mc Conathy) (Tin180 Com)

Social Media LandscapeIntroduction to Social Media Fundamentals

- Confidential -

© 2008 Spur Digital LP. All rights reserved.2

Agenda

Online VehiclesWeb 1.0 vs. Web 2.0Media ConsumptionCategoriesPassive vs. Active Social Media StrategyDos & DontsTargeting & Measurement


Online Vehicles

Holy Trinity of Online Advertising

Email Search Display Social Media


How did Web 2.0 come about?

A realization that the only way to further increase success on the web (engagement, response and conversion) is to give the target audience (community) some say in the exchange.

Social Media evolved from early ratings sites for software, amazon.com suggestions, etc.


Web 1.0 vs. Web 2.0

Web 1.0 was about… Web 2.0 is about…

reading writing

companies communities

client-server peer to peer

home pages blogs

portals RSS

taxonomy tags

owning sharing

web forms web applications

screen scraping APIs

dialup broadband

hardware costs bandwidth costs

PASSIVE

SELFISH

PARANOID

SIMPLE

CONTROLLING

DULL!!

INTERACTIVE

GENEROUS

PARTICIPATORY

ADVANCED FEATURES

BECOMING A MEMBER (peer-to-peer)

ENGAGING!


Web 2.0

Company-centric Visitor-centric

Genuine member of communities

It’s about letting the visitor choose

Many if not most of your visitors know more about the web than you do


Media Consumption is ChangingInteractive now accounts for >30% of media time (1)

TV = 35%, Radio = 12%, Print = 9% Gen Y (<26): 12 hours per week (vs. 10 hrs TV)(2)

Gen X (27-40): 9 hours per week

“Communitainment” is new model for internet usage Community, Education and Entertainment Over 10 years, >50% of Internet usage will be “Communitainment”

Social Media is the platform for communitainment Networking Interactive discussions Community

User Generated Content is the medium Blogs / Discussions Photo sharing Video sharing

(1) Credit Suisse 2006(2) MultiChannel News 2006


Trust in Peers Trumps All Other Sources Online Consumers Turn to Friends or Acquaintances for Information

83%

49%

37%

30%

60%

52%

50%

63%

69%

75%

Source: Forrester’s NACTAS Q3 2006 Media & Marketing Online Survey. *

Opinion of friend or acquaintance using product or service

Review in newspaper, in a magazine, or on TV

Information on the manufacturer’s Web site

A review by a known expert

Consumer reviews on a retailer’s site

Consumer reviews by users of a content site

Information at online consumer opinion sites

Online reviews by editors of content sites

Information in chat rooms discussion boards

An online review by a blogger


Social Media Categories

Networks News Bookmarking Services (tagging) Video Sharing Photo Sharing Answering SitesForums & Message Boards

TAG CLOUD: size reflects popularity


Social Network Examples

MySpaceFacebookLive JournalTagWorldDisney XDToyota PriusMSN GroupsYahoo 360


Social Engines (Social News)

DiggStumbleUponRedditNewsvineI-Am-BoredSearchmobShoutwireBringr

You may have seen these before…


Social Bookmarking

Store your bookmarks in one place. Share, recommend, discover and rate them.

de.licio.usDiigoFurlma.gnolia.comTekTagLinklogCloudyTagsSpurl


Video Sharing

YouTubeJumpcutJoostCrackle Revver (tracks viral activity of video sharing)

Blip.TV (producers earn ad revenue)

VideoEgg (video ad network)

Daily Motionmy76video.com (ConocoPhillips)campaignforrealbeauty.com (Dove)


Photo Sharing

FlickrPicasaPhotobucketWebshots CommunityKodak GalleryImageShackSnapFish


Social Answering Sites

Yahoo! AnswersAnswers.comLinked In AnswersQuestionvilleAskville


Category Summary

Networks News Bookmarking Services (tagging) Video Sharing Photo Sharing Answering SitesForums & Message Boards


Active vs. Passive Approach*

Active Approach Suitable for content that isn’t “promotable” Strategy: create content that IS “promotable” and likely to be

shared and passed on by users Critical path: Community involvement is a necessity - build up

profile(s), grow friends lists and interact/contribute via editorial, content submissions, commenting and voting.

Passive Approach Suitable for sites with abundant, varied, valuable content Strategy: add “share this” links on content pages and let your

visitors do your marketing Critical path: discover the best bookmarking and news

communities for the kind of content being published

* Source: http://www.toprankblog.com/2007/10/is-your-social-media-marketing-strategy-passive-or-active/


Social Media Campaigns – Transparency

Don’t try to go against the grain

Countless Fortune 500 companies try to control the situation and it almost always backfires.

Embrace social media for what it is or pay the price

The Fortune 500 companies that allow social media to work for them (Dove) usually succeed vs. faking a social media environment (Wal-Mart & Sony) and advertising to the audience.

The Secret?

Trust. Become a member of the community, engage them, listen to what they want and act on the information.


by Hugh Macleod at gapingvoid.com


Tracking & MeasurementWhat are the “right” metrics? Exposure to media and/or web site

Impressions Clicks / Visits Page views Referrers / Sources New vs. Returning Frequency

Level of Engagement Pages viewed per visit Time on site Reading blogs / Participating in discussions Viewing Videos or Photos Uploading content Telling friends / Rating products Inquiries / Registrations Transactions


Get Started Today

Join Social Networks LinkedIn, Facebook, Myspace, etc.

Network, Observe & Participate

Search for products and services and notice how companies get involved

www.go2web20.net


Contact Information

Rob Van [email protected]

Spur Digital Social Media101 (P Mc Conathy) (Tin180 Com)

Business

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