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Social Media Walkthrough



                     Kari Havir
                      Principal
                 Marketing Eco
Walkthrough Agenda
•   What is Social Media?
•   Social Media Marketing (SMM)
•   What is the Social Web?
•   Social Media Optimization (SMO)
•   Search Engine Optimization (SEO)
•   Year to Year Social Media Traffic Conditions
•   Is Social Media is for You?
•   Separating Social Media Roles
•   Getting Started Resources                So what the
                                                heck is social
                                               media and what
                                                 does it do?
What is Social Media (SM)?
• 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
  to transform broadcast media monologues (one to many)
  into social media dialogues (many to many).
• It supports the democratization of knowledge and
  information, transforming people from content
  consumers into content producers.
• Businesses also refer to social media as user-generated
  content (UGC) or consumer-generated media (CGM).
                                              Are there basic
                                            elements to social
                                                  media?
Three Components of Social Media
1. Concept           2. Media         3. Social interface
  – Art                – Physical        – Intimate direct
  – Information        – Electronic      – Community
  – Elements of        – Verbal            engagement
    cultural ideas                       – Social viral
                                         – Electronic broadcast
                                           or syndication
                                         – Other physical media
                                           such as print

                                             Can you tell me a
                                          little more about the
                                            forms it takes on?
Common Forms of Social Media
• Concepts, slogans, and statements with a high
  memory retention gain that excite others to repeat.
• Grassroots direct action information dissemination
  such as public speaking, installations, performance,
  and demonstrations.
• Electronic media with 'sharing', syndication, or
  search algorithm technologies (includes Internet and
  mobile devices).
• Print media designed to be re-distributed.
                                        Can you tell me
                                        more about the
                                         digital forms?
Social Media in the Digital Realm
• Social media can take many different digital forms,
  including Internet forums, weblogs, social blogs, wikis,
  podcasts, pictures, video, rating, and bookmarking.
• Technologies include blogs, picture-sharing, vlogs, wall-
  postings, email, instant messaging, music-sharing,
  crowdsourcing, and voice over IP, to name a few.
• Many of these social media services can be integrated via
  social network aggregation platforms like Mybloglog and
  Plaxo.
                                               How many
                                           varieties of social
                                            media are there
                                              altogether?
Social Media Varieties



Communication     Collaboration   Multimedia        Reviews and
                                                     Opinions




                  Entertainment     Other
                                                Where does
                                                 blogging,
                                               Facebook, and
                                                Twitter fit in?
Communication
• Blogs: Blogger, LiveJournal, Open Diary, TypePad,
  WordPress, Vox, ExpressionEngine, Xanga
• Micro-blogging and presence applications: Twitter,
  Plurk, Tumblr, Jaiku, fmylife
• Social networking: Bebo, BigTent, Facebook,
  LinkedIn, MySpace, Orkut, Skyrock, Hi5, Ning, Elgg
• Social network aggregation: NutshellMail,
  FriendFeed
• Events: Upcoming, Eventful, Meetup.com
                                        What’s in the
                                        collaboration
                                          bucket?
Collaboration
• Wikis: Wikipedia, PBwiki, wetpaint
• Social bookmarking (or social tagging): Delicious,
  StumbleUpon, Google Reader, CiteULike
• Social news: Digg, Mixx, Reddit, NowPublic
• Opinion sites: epinions, Yelp




                                          What’s in the
                                          multimedia
                                           bucket?
Multimedia
• Photo sharing: Flickr, Zooomr, Photobucket,
  SmugMug, Picasa
• Video sharing: YouTube, Vimeo, sevenload
• Livecasting: Ustream.tv, Justin.tv, Stickam, Skype
• Audio and music sharing: imeem, The Hype
  Machine, Last.fm, ccMixter



                                         What’s included in
                                           reviews and
                                            opinions?
Reviews and Opinions
• Product Reviews: epinions.com, MouthShut.com
• Business Reviews: yelp.com
• Community Q&A: Yahoo! Answers, WikiAnswers,
  Askville, Google Answers




                                      Anything
                                    exciting in the
                                    entertainment
                                       bucket?
Entertainment
• Media & Entertainment Platforms: Cisco Eos
• Virtual worlds: Second Life, The Sims Online,
  Forterra
• Game sharing: Miniclip, Kongregate




                                         What’s in the
                                        “other” bucket?
Other
• Information aggregators: Netvibes, Twine (website)




                                       What does SMM
                                        stand for and
                                         what is it?
What is Social Media Marketing (SMM)?
• SMM describes the act of using social networks, online
  communities, blogs, wikis or any other collaborative
  Internet form of media for marketing, sales, public
  relations, and customer service.
• Common social media marketing tools include Twitter,
  blogs, LinkedIn, Facebook, Flickr, and YouTube.
• In the context of Internet marketing, social media refers
  to a collective group of web properties whose content is
  primarily published by users, not direct employees of the
  property (e.g. the vast majority of videos on YouTube are
  published by non-YouTube employees).
                                            What elements
                                           make SMM work?
SMM = Buzz + Fans + Conversation
1. Buzz: News worthy events, videos, tweets, or even blog
   entries that attract attention, and become viral in nature.
   Buzz makes social media marketing work by replicating a
   message through user to user contact instead of an ad.
2. Fans: Social media enables fans of a brand/company to
   promote it in multiple online social media venues, such as
   fan pages in Twitter, MySpace or Facebook.
3. Conversation: Social media marketing is not fully controlled
   by the organization and allows user participation and
   dialogue. SMM campaigns must fully engage and respect
   users since badly designed SMM campaigns can backfire on
   the organization that created it.
                                                 What does
                                                “social web”
                                                   mean?
Social Media and the Social Web
• Nielsen published a report, Global Faces and Networked
  Places, suggesting that blogs and social networks make up the
  emerging social web. The social web includes social media
  sites and it is a location within which social media marketing
  takes place.
• According to Lloyd Salmons, first chairman of the Internet
  Advertising Bureau social media council, "Social media isn't
  just about big networks like Facebook and MySpace, it's about
  brands having conversations.”
• The parameters surrounding social media marketing are
  arguably elusive and ever evolving; however a growing
  consensus suggests social media marketing and social media
  are here to stay.
                                              What does SMO
                                             stand for and what
                                                    is it?
Social Media Optimization (SMO)
• A set of methods for generating publicity through social
  media, online communities and community websites.
• Methods of SMO include adding RSS feeds, social news
  buttons, blogging, and incorporating third-party
  community functionalities like images and videos.
• Social media optimization is related to search engine
  optimization (SEO), but differs in several ways. Primarily,
  the focus is on driving traffic from sources other than
  search engines, though improved search ranking is also a
  benefit of successful SMO.
                                             What is SEO and
                                               is it used in
                                                   SMM?
Search Engine Optimization (SEO)
• SEO is the process of improving the volume or quality of traffic from
  search engines via "natural" or un-paid ("organic" or "algorithmic")
  search results as opposed to search engine marketing (SEM) which
  deals with paid inclusion.
• SEO may target different kinds of search, including image search,
  local search, video search, and industry-specific vertical search
  engines.
• SEO methods include:
    – Writing content that includes a high density of frequently searched
      keywords and phrases.
    – Cross linking between pages of the same website.
    – Naming photo files embedded in the site with relevant key words.
    – Giving pages keyword dense URLs or page file names.
    – Editing HTML coding for websites to increase site relevance to keywords
      and remove search engine indexing barriers.          Is there enough
                                                          traffic in social
                                                         media to make it
                                                         worth my while?
Nielsen Top 10 Social Media Site Stats
              Apr-08 Total Minutes   Apr-09 Total Minutes   Year-over-Year
Site
              (000)                  (000)                  Percent Growth
Facebook      1,735,698              13,872,640             699
Myspace.com   7,254,645              4,973,919              -31
Blogger       448,710                582,683                30
Tagged.com    29,858                 327,871                998
Twitter.com   7,865                  299,836                3712
MyYearbook    131,105                268,565                105
LiveJournal   54,671                 204,121                273
LinkedIn      119,636                202,407                69
SlashKey      N/A                    187,687                N/A
Gaia Online   173,115                143,909                -17

                          Go to Nielsen.com            What is everyone
                                                          doing on
                                                         Facebook?
Facebook Traffic Conditions
General Growth
• More than 300 million active users
• 50% of active users log on to Facebook in any given day
• The fastest growing demographic is those 35 years old and older

User Engagement
• Average user has 130 friends on the site
• More than 8 billion minutes are spent on Facebook each day (worldwide)
• More than 45 million status updates each day
• More than 10 million users become fans of Pages each day

Facebook Resources
• Statistics via Facebook.com

                                                       How do I decide
                                                      if social media is
                                                           for me?
Is Social Media for You?
“Yes” answers here indicate        “No” answers here indicate
SMM may be right for you:          you may have SMM homework:
1. Are you interesting in          1. Do you have a content
   creating a conversation?           strategy / value proposition?
2. Are you interested in           2. Do you have time/resources
   creating awareness?                to develop relationships?
3. Are you interested in finding   3. Do you have the tools or plan
   and energizing advocates?          to integrate social media?
4. Do you want to use social       4. Are your clients online?
   media to listen to clients?
                                                  How do I keep
                                                aunts and uncles
                                                 from writing on
                                                  my Facebook
                                                      wall?
Separating Social Media Roles
              Wall                   Wall


   Personal           Professional          Organizational

• Family             • Colleagues           •   Corporation
• Friends            • Clients              •   Foundation
• School             • Work mates           •   Association
  chums                                     •   Recreational


                                                How do I get
                                                 started?
Continuing Educations Series
Coming Soon to Marketing Eco on SlideShare:
• LinkedIn: How to build your personal brand on LinkedIn
• Search Engine Optimization (SEO): Five essential steps to
   successful SEO for social media
• Blogging and Transparency: Five ways to become more
   transparent
• SlideShare 101: Getting started with SlideShare

“People worry too much about bringing their personal selves into
business, when I think the way to succeed in today’s world is to
make your business more personal.”
                                          Zappos CEO Tony Hsieh
                                              What do I do if I
                                                have more
                                              questions down
                                                 the road?
Contact Marketing Eco
Kari Havir
Marketing Eco
www.MarketingEco.com
ME@MarketingEco.com
651-403-0704
SlideShare: http://www.slideshare.net/khavir



                                        Thank you!

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Social Media Walkthrough by Marketing Eco

  • 1. Social Media Walkthrough Kari Havir Principal Marketing Eco
  • 2. Walkthrough Agenda • What is Social Media? • Social Media Marketing (SMM) • What is the Social Web? • Social Media Optimization (SMO) • Search Engine Optimization (SEO) • Year to Year Social Media Traffic Conditions • Is Social Media is for You? • Separating Social Media Roles • Getting Started Resources So what the heck is social media and what does it do?
  • 3. What is Social Media (SM)? • 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 to transform broadcast media monologues (one to many) into social media dialogues (many to many). • It supports the democratization of knowledge and information, transforming people from content consumers into content producers. • Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Are there basic elements to social media?
  • 4. Three Components of Social Media 1. Concept 2. Media 3. Social interface – Art – Physical – Intimate direct – Information – Electronic – Community – Elements of – Verbal engagement cultural ideas – Social viral – Electronic broadcast or syndication – Other physical media such as print Can you tell me a little more about the forms it takes on?
  • 5. Common Forms of Social Media • Concepts, slogans, and statements with a high memory retention gain that excite others to repeat. • Grassroots direct action information dissemination such as public speaking, installations, performance, and demonstrations. • Electronic media with 'sharing', syndication, or search algorithm technologies (includes Internet and mobile devices). • Print media designed to be re-distributed. Can you tell me more about the digital forms?
  • 6. Social Media in the Digital Realm • Social media can take many different digital forms, including Internet forums, weblogs, social blogs, wikis, podcasts, pictures, video, rating, and bookmarking. • Technologies include blogs, picture-sharing, vlogs, wall- postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. • Many of these social media services can be integrated via social network aggregation platforms like Mybloglog and Plaxo. How many varieties of social media are there altogether?
  • 7. Social Media Varieties Communication Collaboration Multimedia Reviews and Opinions Entertainment Other Where does blogging, Facebook, and Twitter fit in?
  • 8. Communication • Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngine, Xanga • Micro-blogging and presence applications: Twitter, Plurk, Tumblr, Jaiku, fmylife • Social networking: Bebo, BigTent, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Hi5, Ning, Elgg • Social network aggregation: NutshellMail, FriendFeed • Events: Upcoming, Eventful, Meetup.com What’s in the collaboration bucket?
  • 9. Collaboration • Wikis: Wikipedia, PBwiki, wetpaint • Social bookmarking (or social tagging): Delicious, StumbleUpon, Google Reader, CiteULike • Social news: Digg, Mixx, Reddit, NowPublic • Opinion sites: epinions, Yelp What’s in the multimedia bucket?
  • 10. Multimedia • Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa • Video sharing: YouTube, Vimeo, sevenload • Livecasting: Ustream.tv, Justin.tv, Stickam, Skype • Audio and music sharing: imeem, The Hype Machine, Last.fm, ccMixter What’s included in reviews and opinions?
  • 11. Reviews and Opinions • Product Reviews: epinions.com, MouthShut.com • Business Reviews: yelp.com • Community Q&A: Yahoo! Answers, WikiAnswers, Askville, Google Answers Anything exciting in the entertainment bucket?
  • 12. Entertainment • Media & Entertainment Platforms: Cisco Eos • Virtual worlds: Second Life, The Sims Online, Forterra • Game sharing: Miniclip, Kongregate What’s in the “other” bucket?
  • 13. Other • Information aggregators: Netvibes, Twine (website) What does SMM stand for and what is it?
  • 14. What is Social Media Marketing (SMM)? • SMM describes the act of using social networks, online communities, blogs, wikis or any other collaborative Internet form of media for marketing, sales, public relations, and customer service. • Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr, and YouTube. • In the context of Internet marketing, social media refers to a collective group of web properties whose content is primarily published by users, not direct employees of the property (e.g. the vast majority of videos on YouTube are published by non-YouTube employees). What elements make SMM work?
  • 15. SMM = Buzz + Fans + Conversation 1. Buzz: News worthy events, videos, tweets, or even blog entries that attract attention, and become viral in nature. Buzz makes social media marketing work by replicating a message through user to user contact instead of an ad. 2. Fans: Social media enables fans of a brand/company to promote it in multiple online social media venues, such as fan pages in Twitter, MySpace or Facebook. 3. Conversation: Social media marketing is not fully controlled by the organization and allows user participation and dialogue. SMM campaigns must fully engage and respect users since badly designed SMM campaigns can backfire on the organization that created it. What does “social web” mean?
  • 16. Social Media and the Social Web • Nielsen published a report, Global Faces and Networked Places, suggesting that blogs and social networks make up the emerging social web. The social web includes social media sites and it is a location within which social media marketing takes place. • According to Lloyd Salmons, first chairman of the Internet Advertising Bureau social media council, "Social media isn't just about big networks like Facebook and MySpace, it's about brands having conversations.” • The parameters surrounding social media marketing are arguably elusive and ever evolving; however a growing consensus suggests social media marketing and social media are here to stay. What does SMO stand for and what is it?
  • 17. Social Media Optimization (SMO) • A set of methods for generating publicity through social media, online communities and community websites. • Methods of SMO include adding RSS feeds, social news buttons, blogging, and incorporating third-party community functionalities like images and videos. • Social media optimization is related to search engine optimization (SEO), but differs in several ways. Primarily, the focus is on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO. What is SEO and is it used in SMM?
  • 18. Search Engine Optimization (SEO) • SEO is the process of improving the volume or quality of traffic from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to search engine marketing (SEM) which deals with paid inclusion. • SEO may target different kinds of search, including image search, local search, video search, and industry-specific vertical search engines. • SEO methods include: – Writing content that includes a high density of frequently searched keywords and phrases. – Cross linking between pages of the same website. – Naming photo files embedded in the site with relevant key words. – Giving pages keyword dense URLs or page file names. – Editing HTML coding for websites to increase site relevance to keywords and remove search engine indexing barriers. Is there enough traffic in social media to make it worth my while?
  • 19. Nielsen Top 10 Social Media Site Stats Apr-08 Total Minutes Apr-09 Total Minutes Year-over-Year Site (000) (000) Percent Growth Facebook 1,735,698 13,872,640 699 Myspace.com 7,254,645 4,973,919 -31 Blogger 448,710 582,683 30 Tagged.com 29,858 327,871 998 Twitter.com 7,865 299,836 3712 MyYearbook 131,105 268,565 105 LiveJournal 54,671 204,121 273 LinkedIn 119,636 202,407 69 SlashKey N/A 187,687 N/A Gaia Online 173,115 143,909 -17 Go to Nielsen.com What is everyone doing on Facebook?
  • 20. Facebook Traffic Conditions General Growth • More than 300 million active users • 50% of active users log on to Facebook in any given day • The fastest growing demographic is those 35 years old and older User Engagement • Average user has 130 friends on the site • More than 8 billion minutes are spent on Facebook each day (worldwide) • More than 45 million status updates each day • More than 10 million users become fans of Pages each day Facebook Resources • Statistics via Facebook.com How do I decide if social media is for me?
  • 21. Is Social Media for You? “Yes” answers here indicate “No” answers here indicate SMM may be right for you: you may have SMM homework: 1. Are you interesting in 1. Do you have a content creating a conversation? strategy / value proposition? 2. Are you interested in 2. Do you have time/resources creating awareness? to develop relationships? 3. Are you interested in finding 3. Do you have the tools or plan and energizing advocates? to integrate social media? 4. Do you want to use social 4. Are your clients online? media to listen to clients? How do I keep aunts and uncles from writing on my Facebook wall?
  • 22. Separating Social Media Roles Wall Wall Personal Professional Organizational • Family • Colleagues • Corporation • Friends • Clients • Foundation • School • Work mates • Association chums • Recreational How do I get started?
  • 23. Continuing Educations Series Coming Soon to Marketing Eco on SlideShare: • LinkedIn: How to build your personal brand on LinkedIn • Search Engine Optimization (SEO): Five essential steps to successful SEO for social media • Blogging and Transparency: Five ways to become more transparent • SlideShare 101: Getting started with SlideShare “People worry too much about bringing their personal selves into business, when I think the way to succeed in today’s world is to make your business more personal.” Zappos CEO Tony Hsieh What do I do if I have more questions down the road?
  • 24. Contact Marketing Eco Kari Havir Marketing Eco www.MarketingEco.com ME@MarketingEco.com 651-403-0704 SlideShare: http://www.slideshare.net/khavir Thank you!