corporate social media
TRANSCRIPT
Social Media 101What’s Now, What’s New, and What’s Next
Presented by Aaron UhrmacherJune 2009
HELLO!
How can your company leverage social media tools?
How can you better integrate social media into client services?
“Social media marketing will increase nearly 60%
this year to $716 million.”
- Forrester Research
BRAND MEDIA AUDIENCE
OLD WAY
5,900less journal ists
180millionbloggers
200millionFacebookusers
THE NEW WAY
LISTEN
PREPARE
ENGAGE
Blog: entries made in journal style, often authored by one individual.
Information Persuasion Argumentation
Sharing Knowledge Defining Issues
Building Reputation
Supporting Contracts
Establishing Relationships
Resolving Conflicts
Internal Communication
Market Communication
Public Relations
KnowledgeBlogs
ServiceBlogs
CampaigningBlogs
IssuesBlogs
Product/BrandBlogs
Collaboration /Project Blogs
CustomerRelationship
BlogsCrisisBlogs
Source: Ansgar Zerfab, EuroBlog 2006
Forum: bulletin board style web page; users interact by leaving comments
in topic threads; typically moderated by the group.
Social Networking: communities of people who share interests and activities,
or who are interested in exploring the interests and activities of others.
Online video: Upload, share and view original videos through websites, which are downloaded via computers, phones or portable MP3 devices.
Micro/Mobile Sharing: a simpler, mobile version of a blog.
32 million
Podcast: digital media files that can be syndicated, subscribed to and downloaded automatically when new content is added.
Wiki: a website that allows visitors to collaborativelyadd, remove, edit and change content.
Aggregators: Sites that pull content from your social media profiles and display all of the activity in one place.
(FREE TO) LISTEN
Radian6
PREPARE
AUDIENCE
OBJECTIVE
Social Media Policy
Be transparentBe authenticUse common senseSpeak for yourselfDon’t share company secrets
MEASUREMENT
MEASUREMENT
Did we learn something new about our customers?
Did we communicate with a new audience?
Are we thought leaders in an area where we weren’t before?
Did we make mistakes and learn from
Social Networking Activities of US
Source: Deloitte, 2009
CEO on Facebook
Social Networking is part of biz and operation strategy
Utilize social networking as a tool to build and manage brand
Utilize social networking as an internal comms tool
Utilize social networking for recruiting purposes
Utilize social networking to engage employees
Has an employee created Facebook page
CEO has a Twitter profile
Post videos on YouTube
Corporate Facebook group
31%
30%
29%
23%
23%
21%
18%
14%
13%
11%
THE NEW PUBLISHING
Blog Post
FriendFeed
Retweet
Trackbacks
Status Update
Pingbacks
News Feed
Groups
LikesComments
Bookmark
New Post
Search
Search
RAZORFISH
BRAND PARTICIPATION
DirectIndirectInternal
Listening
TWEETDECK
FACEBOOKSponsored Groups
Avg. cost is 6 figures for 3 month engagementCompletely customizable
Fan Pages
Free to createUsers add themselves as fans, write on Wall, upload photosCreators can send updates to fansCreators add applications to PageWhen fans interact with the page, actions they take are automatically generated into social stories
FACEBOOKOfficial Networks
Employees onlyNeed a company email address to joinSame features as Groups, but visible only to network
Facebook AdsCreate and attach to stories in News Feed or in the left hand Ad SpaceClick through rates between 4 and 26% (Forrester)Purchase based on CPC or CPMReceive performance metrics and demographic data
1. Participation is not an option2. Monitor conversations3. Engage your audiences4. Think of a global audience5. Experiment to find what works
TO REVIEW
Questions?http://disruptology.com/resources/
Aaron UhrmacherBlog: DISRUPTology.com
Twitter: @aaronu