Introduction to Social Media

Amit Klein

June ’09

www.amitklein.com

twitter.com/amitklein

“Social Media is a conversation supported by online tools”

~ Kelsey Ruger

Agenda

• What is Social Media?

• Why engage in Social Media?

• Case Studies

• Dell

• Nike+

• Brief look at other innovative examples

What is Social Media?

What is Social Media?

What is Social Media?

Why Engage in Social Media?

“Businesses will increasingly use social media to get closer with customers… It is getting too expensive and inconvenient to meet face-to-face in the real world, there will be more efforts to bring the conversation … to virtual communities.”

- Shel Israel

Why engage in Social Media?

• Increasing Sales/Conversions

(benefits not always immediately tangible)

• Improving Reputation

• Increasing Brand Awareness

• Building Relationships

Case Study - Dell

In the year and a half between 2006 and 2007 negativeonline postings about Dell dropped from 49% to 22%

- Adweek

* http://www.adweek.com/aw/content_display/news/digital/e3i1751753614c1db778979604e004b8d1c

Dell – Improving Reputation

• Monitor

• 15,000 blog posts written daily about Dell (using Visible Technologies)

• Respond

• Dell launched first blog Direct2Dell

• Uncensored comments, real people, human voices

• Empower

• Allow community members to answer problems in forums

• IdeaStorm.com: Suggest ideas (10k+), vote (650k+), see results

Dell – Improving Reputation

• Today

• 12+ company blogs in 5 languages

• 35 community ambassadors

• 30+ corporate twitter accounts

Dell – Increasing Sales

• Dell has made $3mil in 2 years as a result of delloutlet on Twitter (650k followers)

• Send coupons, clearance events, new arrival information

Case Study – Nike+

Nike’s market share (running shoes) jumped from 48% in 2006 to 61% in 2008… A significant amount of the growth comes from Nike+

- BusinessWeek

* http://www.businessweek.com/magazine/content/08_46/b4108074443945.htm

Nike Plus – Building Relationships

Nike has sold 1.8 million Nike+ devices

Nike Plus – Building Relationships

Nike Plus – Building Relationships

• Nike Plus community website:

• tracks each run, pace, distance

• comparison with other runs, runners

• offline running communities

• Competitions – Human Race 10k Run (800k people)

• Blogging Network

• Flickr (4,000+ photos for Human Race)

• Youtube (1,000+ videos for Nike Plus)

• Next up: http://ballersnetwork.com/

Additional Examples

Additional Examples

• Will it Blend? – 7mil+ views on YouTube

• Best Job in The World – Huge PR Coverage

• Cadbury “Operation Goo” – Viral Contest

• Target Bullseye – Charity donations

• GoodStorm – Widget based affiliate sales

• Seaworld - Appvertisement

Assignment

Teams of 2: Pick a product, come up with three slides: Brief Overview, Who should use this product?, Example of business/individual using effectively

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