Delivered

1. Why Social Media?
A Primer
Presented at Moss Adams
Andy Boyer
Oct 17. 2012
social3i
insight | ideation | influence
@social3i | @aboyer

2. Logo Spotting
Facebook Twitter YouTube LinkedIn Wordpress
Blogger Wikipedia Foursquare Tumblr Flickr
@social3i | @aboyer
Pinterest Instagram MySpace Farmville Angry Birds

3. @social3i | @aboyer
social3i Proprietary and Confidential 3

4. About Andy Boyer / Social3i
@social3i | @aboyer

5. Where You Can Find Us
@social3i | @aboyer

6. Who We’ve Worked With
@social3i | @aboyer

7. What we do for fun
@social3i | @aboyer

8. Personal Branding and Networking Through Social Media
Why is it important?
How can I get started?
@social3i | @aboyer

9. Social Media By The Numbers
Every minute of the day:
• 100,000 tweets are sent
• 684,478 pieces of content are shared on Facebook
• 2 million search queries are made on Google
• 48 hours of video are uploaded to YouTube
• 47,000 apps are downloaded from the App Store
• 3,600 photos are shared on Instagram
• 571 websites are created
• $272,000 is spent by consumers online
@social3i | @aboyer

10. Why Do We Need to Understand Social Media
Industry Shift in Marketing Spend
• 46% Decline in Tradeshow spending
• 44% of Direct Mail never opened
• 90% of marketers now use social networks in their marketing efforts.
• Social media and blogs reach 80% of all U.S. Internet users. 91% of
experienced social marketers see improved website traffic due to social
media and 79% are generating more quality leads.
B2B Users and Customers Shifting to Social Vehicles
• US Internet users spend 3x more time on social networks than email, and
6x more than on portals
• 61% of U.S. Marketers use Social Media for Lead Gen
• 63% of companies who are using social media say it has INCREASED
EFFECTIVENESS of other marketing efforts
• LinkedIn drives the most leads to B2B sites, according to Leadforce
@social3i | @aboyer
Source: HubSpot

11. Why Social Media is Important for Your
Personal Brand
Network and Engage with
Deepen Relationships Own your Brand
Customers and Partners
 Identification of  Sharing of news and  Determine what
trendsetters and information from Google finds
thought leaders partners and  Proactively work to
 Conversations with the customers become someone
right people in the  Collect real insight and thought leaders want
right places about understanding of to engage with
product ideas and partner needs and
deficiencies wishes
@social3i | @aboyer

12. The Vanity Search
@social3i | @aboyer

13. 75 of the
LinkedIn Fortune 100
companies use
LinkedIn in their
corporate hiring
process.
(HubSpot)
@social3i | @aboyer

14. LinkedIn
@social3i | @aboyer

15. Quora Conversations Quora users ask
industry specific
questions.
Business
professionals
have the
opportunity to
step in and
answer inquiries
to serve as “the
voice” of their
industry.
@social3i | @aboyer

16. Blogging – Becoming an Authority
@social3i | @aboyer

17. Passive Social Media
How do I get started?
@social3i | @aboyer

18. Where Are Customers Talking?
• On Digital Channels Around the Web :
– Facebook
– Twitter
– Pinterest
– YouTube
– Tumblr
– Flickr
– Quora
– Yahoo Answers
– Blogs
– Forums
@social3i | @aboyer

19. Listening via Google Alerts
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20. Email Tools (Rapportive)
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21. Using Twitter Tools to Listen (Followerwonk)
@social3i | @aboyer

22. More Twitter Tools
Tweet Deck
Hootsuite
TwitCleaner
Twilert
100 more
@social3i | @aboyer

23. Putting The Pieces Together
How do I tie everything together?
What are the rules?
@social3i | @aboyer

24. How Does Social Sell Products?
• Leveraging customer testimonials found on
social networks to influence buying decisions.
• Addressing compliments and complaints found
via forums and social channels
• Participating in groups and forums for those
who make buying decisions
• Engaging with current and new customers to
create brand advocates.
@social3i | @aboyer

25. @social3i | @aboyer
social3i Proprietary and Confidential 25

26. Shameless Plug - Relaborate
@social3i | @aboyer

27. A Complete Social Media Process
• Use Social Media Monitoring tools to track the
conversations around a brand and the industry as a
Listen whole. Also, we identify key industry influencers
and brand advocates.
• Establish 30-60 day editorial calendars to drive
conversations and lead consumers through a
Plan planned story arc. Then we develop syndication
strategies to get the content maximum exposure.
• Write short and long form content in multiple
Develop channels that engages customers and encourages
sharing.
• Analyze key metrics such as Virality, Engagement
Review and Reach to determine the success of our
@social3i | @aboyer messaging strategies.

28. Remember - Play By The Rules
• Consistency
– Is each channel giving a consistent message and
maintaining ideal brand or personal attributes?
• Usefulness
– Is your content useful and contributing to the
conversation?
• Authenticity
– Is this the voice of you or your brand?
@social3i | @aboyer

29. Let’s Chat
Social3i Consulting
3135 Elliott Ave
social3i Suite 225
Seattle, WA 98121
insight | ideation | influence
@aboyer / @social3i
andy@social3i.com
www.social3i.com
@social3i | @aboyer