Welcome

TSR's Social Media Seminar

Social Media 101 – “Incorporating Social Networking to increase your

bottom line”

Social Media Revolution

Old Marketing Method

Source: Forrester Research

New Marketing MethodNew Marketing Funnel

New Marketing

Marketing Spend Trend

Wikipedia = Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social

interaction, using Internet- and web-based technologies…It supports the democratization of knowledge and information, transforming people from content consumers into content producers…

Social Media Benefits

1) Supplemental to your campaign

2) More direct to consumer

3) Cyclical nature of the web

4) Immediacy

Does it Pay?

Ask Barack Obama

During Barack Obama's rise to the White House, he garnered 5 million fans on social media and 5.4 million clicked on an "I voted for Obama" Facebook button. Most importantly this resulted in three million online donors contributing $500 million in fundraising. An astounding 92 percent of the donations were in increments of less than $100.

Top 10 Social Media Mavens Results

After examining 100 companies and their social media activity levels, the brands were ranked on an "engagement scale" where scores ranged from a high of 127 to a low of 1. Those brands that were the most engaged saw their revenue grow over the past year by 18% while the least engaged brands saw losses of negative 6%

Altimeter/Wetpaint study July 2009

• Out of the top 10 brands engaged in social media, the mavens dominate the list. All of the top 10 are mavens and have seen financial success even in a down economy:

• 1. Starbucks (127) 2. Dell (123) 3. eBay (115) 4. Google (105) 5. Microsoft (103) 6. Thomson Reuters (101) 7. Nike (100) 8. Amazon (88) 9. SAP (86) 10. Tie - Yahoo!/Intel (85)

The Wallflowers did not get to dance!

Governing Principles of Social Media to connect with consumers, professionals, and media:

• Be transparent

• Respect Preferences

• Don’t Pitch but Converse!

Where do you start? What is my goal?

• Responding to customers and critics?• Sharing content • Engaging Investors

Who is my community?• Customers; the media; critics; politicians• How do they consume news?

How do I engage?• Should I create my own content• Respond to queries• Should I use video

Case Study -360 year old brand losing market share decides it is time to social network

Results = 6000 join; 1.5 million visits; Fiskars products are up more than 600% mentioning Fiskars products by name on a per-week basis

since the program began

Start with who is your Target Community NOT Target Market …because I am a member of that community

A sampling of opportunities:

• Micro blogs = Twitter

• Blogs • Media File sharing=YouTube; Flickr; Podcasts

• Collaborative tools = Wikis

• Social Networks =Facebook; LinkedIn

Irreversible Trend

Forrester Analysts & Researchers On Twitter

• Follow all IT Analysts

• Application Development & Program Management Professional • Mary Gerush • Mike Gilpin • Mike Gualtieri • Jeffrey Hammond • John Rymer • Margo Visitacion • Dave West • Roy C. Wildeman • Noel Yuhanna

• Business Process & Applications Professional • William Band • Boris Evelson • Paul Hamerman • Connie Moore • Natalie Petouhoff

• Information & Knowledge Management Professional • Robert Karel • James Kobielus • Clay Richardson

• CEO • George Colony

• Chief Information Officer • Marc Cecere • George Lawrie • Tom Pohlmann

• Enterprise Architecture Professional • Alex Cullen • Gene Leganza

• Information & Knowledge Management Professional • Rob Koplowitz • Sheri McLeish • Kyle McNabb • Ted Schadler • Tim Walters

• Infrastructure & Operations Professional • Stephanie Balaouras • Rachel A. Dines • Elizabeth Herrell • Evelyn Hubbert • Glenn O'Donnell • Galen Schreck • Chris Silva • James Staten • Christopher Voce • Doug Washburn • Simon Yates

• Security & Risk Professional • Andrew Jaquith • Bill Nagel • Robert Whiteley

• Sourcing & Vendor Management Professional • Christine Ferrusi Ross • Liz Herbert • Tim Sheedy • Marketing & Strategy• Follow all M&S Analysts »• Consumer Market Research Professional • Reineke Reitsma

• Consumer Product Strategy Professional • Julie Ask • Michelle de Lussanet • Ian Fogg • J.P. Gownder • Thomas Husson • James McQuivey • Mark Mulligan • Sarah Rotman Epps • Nick Thomas • Bobby Tulsiani • Doug Williams

• Customer Experience Professional • Angela Beckers • Jonathan Browne

Getting the most out of

• Monitor Twitter to find out who is talking about YOU, Your Competitors and Your Clients

• Be personable BUT don’t say anything you don’t want anyone to hear

• Shares links to your promotional content and other interesting links as well

• Follow back those who follow you

• Don’t feel you have to keep up with your Twitter feed and use #hashtags to hone in on interesting discussions

A few practical examples

• http://twitter.com/WayneBreitbarth

• http://www.wattsteashop.com

• www.lowballgames.com

How to find blogs relevant to your service or campaign

Do some initial research• Google Blog Search• Technorati

Traditional Metrics• Unique Visitors per Month (Link:blog.whatever.com)• RSS Subscribers• E-mail Subscribers

Multimedia File Sharing • YouTube = a picture is worth a thousand words

and video is worth a thousand pictures

www.isitedatacenter.com

www.xactedm.com

www.alphasource.com

• Flickr• Podcasts• RSS Feeds

Collaborative Tools =Wikis• A website where multiple people can collaborate to

create a work together by easily adding to or editing the content of the site

• Great for globalization, building your company products FAQ’s….

• Best Example is WIKIPEDIAHuman Genome Project never stops growing

Creating a Wiki• Wikispaces.com “Free Wikis for Everyone”

Hosts over 3,400,000 members and 1,300,000 wikis

• Twiki.org (open source)Great for corporate Enterprises (It is a Structured Wiki,

typically used to run a project development space, a document management system, a knowledge base, or any other groupware tool, on an intranet, extranet or the Internet)

General setting options:o Public settingo Protected setting o Private setting

Social Networks = Facebook

300 million people on Facebook and growingPossible audience there?1.4 million Facebook Pages (distinct from

profiles and groups) collecting more than 10 million fans daily

Facebook Pages allow Your business to collect “fans”

www.facebook.com/starbucks

Social Media =

Fast Facts:LinkedIn is a very fast-growing professional

networking site that allows members to create business contacts, find potential clients or jobs, and collaborate with other qualified individuals to accomplish your goals.

45 million professionals

Represented by 170 industries and 200 countries.

SEO Benefits of Social Media

Content Management Systems and Social Media = Social Media Optimization * Ektron example

Thank you!

Is it worth beginning now?