Beyond Farmville - is social media actually good for business? Keeping pace with the evolution of online marketing has become increasingly difficult for organizations. There has been a fundamental shift in the way we communicate and this session will provide guidance for understanding the variety of social media marketing channels and choosing the right strategies to build effective social interactions that drive brand awareness and influence real people.

1. Beyond FarmVille
Is social media actually good for business?
Scott Adams // Birchbark Media

2. Building customer relationships, one story at a time

3. SOCIAL
MEDIA
What does it mean to you?

9. SOCIAL
MEDIA
What is it?

10. SOCIAL
MEDIA
It’s online conversations
that are powered by ...

12. But don’t get distracted.

13. It’s about relations

14. Relationships are more powerful
than marketing

15. SOCIAL MEDIA
Where are we now?

16. 7 billion people in the world
2 billion internet users in the world
>1 billion social network users

17. Social Media Where are we now?
More than 800 million active users

18. Social Media Where are we now?
Activity
• More than 900 million objects that people interact with
(pages, groups and events)
• Average user is connected to 80 pages, groups and
events
• More than 2 billion posts are liked and commented on
per day
• On average, more than 250 million photos are
uploaded per day

19. Social Media Where are we now?
Updates
• Timeline • Insights
• News feed • Subscribe
• Friend Lists • Share options
• Ticker • Chat

21. Social Media Where are we now?
Highlighted Stories
Shows the posts from friends and Pages based on
relevance using EdgeRank algorithm - Default
option
Recent Stories
Shows posts in chronological order - EdgeRank has
no effect

22. Social Media Where are we now?

23. Social Media Where are we now?

24. Social Media Where are we now?

25. Social Media Where are we now?
The Takeaway

26. Social Media Where are we now?
Over 3 billion videos are viewed per day

27. Social Media Where are we now?
Activity
• 48 hours of video are uploaded every minute, resulting in
nearly 8 years of content uploaded every day
• 150 years of YouTube video are watched every day on
Facebook
• 100 million people take a social action on YouTube
(likes, shares, comments, etc) every week

28. Social Media Where are we now?
Updates
• Editing • Better analytics
• Longer video • New website
uploads layout

29. Social Media Where are we now?
Content Partners

30. Social Media Where are we now?
The Take Away
Quality Content Matters

31. Social Media Where are we now?
More than 200 million registered users

32. Social Media Where are we now?
Activity
• 1 billion tweets posted every 5 days
• 5% of users create 75% of the content
• If the Twitter community were 100 people 20 of them
would be dead (empty accounts)
• Lady Gaga has 14 million + followers
• Tweets about Hurricane Irene (3000 tweets per second at the
peak) out numbered ones about the war in Libya 36:1

33. Social Media Where are we now?
Updates
• Advertising • New Design
• Images & • Brand Pages
URLs

34. Social Media Where are we now?

35. Social Media Where are we now?
The Take Away
Small is Powerful

36. Social Media Where are we now?
The New kid on the block: Google+
Most recent unofficial count pegged
the number of Google+ users at
43 million

37. Social Media Where are we now?
?

38. Social Media Where are we now?
Pages

39. Social Media Where are we now?
?

40. TOO MUCH CLUTTER?

41. Social Media Developing the Strategy

42. Social Media Developing the Strategy
WHY?

43. Social Media Developing the Strategy
WHY?
Competitors are in the space
New hires expect it
It’s all over the mainstream media
Increase sales
Save money on PR
Content distribution
Customer Service

44. Social Media Developing the Strategy
Your Existing and Potential
audience is using Social Media!

45. Social Media Developing the Strategy
1. Establish your goals - be specific!
• Website integration - keep them longer
• Develop a dialog with customers
• Listen & learn about customers
• Foster word of mouth
• Customer retention / incentives
• Customer service / support
• Increase sales

46. Social Media Developing the Strategy
2. Identify your intended audience - target!
Know who you are going to talk to - beyond
demographics:
Media Habits Interests
Motivators
Pop Culture
Causes Education Level
Keywords Travel Preferences

47. Social Media Developing the Strategy
3. Define what you stand for - find your voice!
A consistent voice can:
• Communicate value, authority, energy,
professionalism, and personality
• Underscore organizational values and
objectives
• Make your organization more memorable.

48. Social Media Developing the Strategy
Is your voice appropriate to your audience?
• Are you speaking on their level?
• How does your audience prefer to communicate?
• Do they care about your mission?
• What unique information do you have to offer?
• Why would they subscribe to your updates?

49. Social Media Developing the Strategy
You are a person - find your voice!
Be transparent.
Be authentic.
Be human.
Adopting social media requires you to
communicate faster, more personably,
and more directly with your audience!

50. Social Media Developing the Strategy
4. Develop your content - post topics of value!
What do you have, what can
you give or what can you do
to provide value
and build trust.

51. Social Media Developing the Strategy
What’s in a post?
• Consistent, timely, relevant and conversational posts that contain
content that is shareable and encourages conversation
• Always ask questions - the goal is to get people to comment or like
your post
• Be human and don’t be afraid to talk “off topic” e.g. - don’t always
talk about your business
• Put fans in charge - when possible empower
your fans by asking for their input
• Don’t be afraid to ask people to like or
comment on your posts

52. Social Media Developing the Strategy
Whenever possible use a variety of content

53. Social Media Developing the Strategy
5. Distribution - Find your community!
Beyond the big three ....

54. Social Media Developing the Strategy
Distribution - Time Management!
Time is MONEY

55. Social Media Developing the Strategy
Distribution - Time Management!
Time is MONEY

56. Social Media Developing the Strategy
6. Integration - Bring it all home!
The ultimate goal is to get them to
your website ... eventually

57. Social Media Developing the Strategy
Integration - Keep them there!

58. Social Media Developing the Strategy
Integration - Make your content social!

59. Social Media Developing the Strategy
7. Measure your progress - is it working?
Lots of free tools

60. Social Media Developing the Strategy

61. Social Media Developing the Strategy
• Establish your goals - be specific!
• Identify your intended audience - target!
• Define what you stand for - find your voice!
• Develop your content - post topics of value!
• Distribution - Find your community!
• Integration - Bring it all home!
• Measure your progress - is it working?

62. THANKS!!
Scott Adams
scott@birchbarkmedia.com
@birchbarkscott
Facebook.com/birchbarkmedia