What is Social Media?
It’s a series of little conversations.
What is Social Media?
Blog
Widgets
Virtual Worlds
Tagging
Ratings and Reviews
Podcasting
Photo Sharing
Online VideoMicroblogging
Meetups
Forums Bookmarking
Wikis Social Networks
What is Social Media?
What is Social Media?
Brand
Consumer #1 Consumer #2
How does social media thrive?
Does anyone want to hear from a brand?
Yes!
Who uses social network?
Who uses social networks?
Social Networks differ greatly in their median age.
Twitter - 31 yrsMySpace - 27 yrsFacebook - 26 yrsLinkedIn - 41 yrs
The Pew Research Center's Internet & American Life Project
Who uses social networks?
AGE (% of online adults using Twitter)– 18-24 19%– 25-34 20%– 35-44 10%– 45-54 5%– 55-64 4%– 65+ 2%
INCOME– Less than $30,000 17% – More than $75,000 10%
URBAN vs. RURAL– 35% of urban (vs. 29% internet)– 9% rural (vs. 17%)
Source: Pew Internet Life - conducted Nov/Dec 2008, published Feb 2009
Who uses social networks?
FacebookGENDER (% of Facebook users) Males 42.2% Females 55.7%
AGE 0-17 13.5% 18-24 40.8% 25-34 26.7% 35-54 16.6% 55+ 2.3%
Source: Facebook
How is it used by individuals?
Connecting
Sharing
Learning
Can a brand meet these needs?
Give them something to share
Provide something to talk about
Create solutions to for problems
Offer ways for them to learn
How do you do this in social
media?
Engaging
Monitoring
Promoting
Engaging
Monitoring
Promoting
Can it be measured?
• PR Measurement– Mentions/Media Value– Awareness– Message
• Advertising Measurement– Awareness– Traffic– Sales
Measurement
What’s all the buzz about Twitter?
How are brands using it?
Zappos
Dunkin Donuts
Dunkin Donuts
Comcast
What else are brands doing?
Starbucks
Visa
Best Buy
Hershey
Discover Ohio
Motorola
Threadless
DigiKnow
Where to start?
Where to start?
• Listen to “dinner” conversations• Respond to product questions and problems• Allow advocates to promote for you
throughout the web
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