Everything You Always Wanted to Know About Social Media

(but were afraid to ask)

Brian Wallace, President, NowSourcing, Inc.

Overview• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management• Q&A

What is Social Media Marketing?“Social Media Marketing (SMM) combines

the goals of internet marketing with social media sites…[through]…viral marketing to build idea or brand awareness, increase visibility, and possibly sell a product or service...”

http://en.wikipedia.org/wiki/Social_media_marketing

Social Media Marketing Cycle

Initial Buzz/Conversation Authority Links Google Rankings

Continue the conversation

Ok, but What Actually is it?• Aggregation• Blogging• Bookmarking• Microblogging• Social News• Social Networking

ConversationConversionGoogle Ranking Links

• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management• Q&A

It’s a Jungle Out There…

Blogs Really Matter

Blogs are Growing

…and People Read Blogs

Twitter• Followers• Data Mining• Customer Service• Breaking News• Good old chat

• High user adoption, even when service is down

RSS• Grab Headlines• Feed Readers• Share• 2nd Inbox?

• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management• Q&A

Dispelling MythsMyth #1: Social Media = adding site widgets.

Reality: You need to rework your site.

Dispelling MythsMyth #2: Isn’t social media just for “kids” ?

Reality: Nope, social media is for all.

Dispelling MythsMyth #3: I’m a small business, does social

media really apply to me?

Reality: It was made for you.

• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How Do You Measure Success? • Reputation Management• Q&A

Planning Your Social Media Strategy • Set your goals• Establish team responsibilities• Find the “influencers”• Listen to the good, the bad, and the ugly• Join the conversation• Listen some more• Measure against goals

Everything You Know is Wrong• Front page for hated stories?

Everything You Know is Wrong• Success or failure?

• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How Do You Measure Success?• Reputation Management• Q&A

How to Measure Success• New industry, lots of debate• Traditional ROI need not apply• Conversations• Links• Authority• Google Links• CPM models• Response Time• Sales• PR

• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How do you measure success? • Reputation Management• Q&A

Reputation Management• Proactive = raw, unvarnished opinion• Reactive = PR nightmare

Danger! Danger!

Do it Yourself / Not Doing it Hurts

“Dell Support”• 450+ searches/day

• 24k+ in January 2007

Oh my!

• What is Social Media?• Know Your Way Around• Dispelling Myths• Planning Your Social Media Strategy • How do you measure success? • Reputation Management• Q&A

Questions?

Contact

Brian Wallacebwallace@nowsourcing.com502.442.7914

nowsourcing.com/blogtwitter.com/nowsourcing

Creditshttp://www.flickr.com/photos/stabilo-boss/93136022/sizes/o/http://informationarchitects.jp/web-trend-map-2008-beta/http://www.sifry.com/alerts/Slide0005.gifhttp://www.sifry.com/alerts/Slide0006.gifhttp://www.emarketer.com/images/chart_gifs/094001-095000/094505.gifhttp://www.gapingvoid.com/history76156222.jpghttp://www.fredfrap.com/intro%20page%208.29.02.htmhttp://mashable.com/2007/06/23/facebook-in-40-years/ http://flickr.com/photos/38521378@N00/792997159/http://www.hatedorloved.com/index.php?view=unpopularhttp://www.money.co.uk/article/1000390-13-year-old-steals-dads-credit-card-to-buy-hookers.htmhttp://www.mesheast.com/radian6-lands-worldwide-leading-pr-firm-weber-shandwick/6/http://flickr.com/photos/intrigueimages/315265442/http://flickr.com/photos/jhhwild/1781000505/