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Social Media: What's In It For You?

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Businesses are seeing the value of social media, and are chomping at the bit to get started. How, though? The first two steps are to determine your objectives and listen. This presentation reviews how you can do those steps.

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Social Media: What's In It For You?

  1. 1. Social Media: What’s in it for You?<br />Presented by:Alan Belniak & Laura Vecchio<br />January 21, 2010<br />
  2. 2. Social Media: What’s in it for You?<br />A NEDMA Event<br />January 21, 2010 ~ 9:00a to 11:30a<br />At the Microsoft Research Facility, Cambridge<br />Presented by:<br />Laura Vecchio<br />Online Marketing Coordinator/Social Media Specialist<br />Overdrive Interactive<br />Alan Belniak<br />Director of Social Media Marketing, PTC<br />
  3. 3. For Starters<br />
  4. 4. Agenda<br />Introduction <br />A bit on philosophy <br />Why is this a big deal all of the sudden? <br />OK, so I want to get involved<br />How do I start? Listen… <br />Case studies<br />“But what if…”<br />Some common objections/responses to starting this <br />Are you ready? <br />Conclusion <br />
  5. 5. Introductions<br />
  6. 6. The Who and The What, For Today<br />Who we are<br />Alan Belniak / @abelniak<br />Laura Vecchio / @laura_vecchio<br />#NEDMA-SM<br />What we’re going to cover today (the ‘what’ and the ‘how’)<br />Ask questions throughout<br />Us<br />You<br />Us<br />
  7. 7. A Bit On Philosophy<br />
  8. 8. Why You Should Engage In These Channels<br /><ul><li>25% of search results for the World’s Top 20 largest brands are links to user-generated content</li></ul> The age and face of the workforce is changing<br />
  9. 9. Why You Shouldn’t Engage In These Channels<br /> This is a magic solution<br /> You feel like you have to, so you do so, but begrudgingly and only with half the effort.<br />Human interaction is still human interaction, and what it takes to be successful with it has not changed. What has changed is the places where it happens.<br />
  10. 10. Change is Inevitable… Online Activity Evolves.<br />
  11. 11. Who is Consuming This Media?<br />
  12. 12. Your Customers Are<br />
  13. 13. source: Business.com’s 2009 B2B Social Media Benchmarking Study (http://www.business.com/info/b2b-social-media-benchmark-study)<br />
  14. 14. Why Is This A Big Deal?<br />
  15. 15. Backdrop(1 of 2)<br />
  16. 16. Backdrop(1 of 2) <br />In Summary….<br />
  17. 17. Backdrop(2 of 2)<br />
  18. 18.
  19. 19. A Double-Edged Sword<br />It’s a good thing for companies, because consumers can share their feedback about products to the company and the masses.<br />
  20. 20. A Double-Edged Sword<br />It’s a good thing for companies, because consumers can share their feedback about products to the company and the masses.<br />It’s a bad thing for companies, because consumers can share their feedback about products to the company and the masses.<br />
  21. 21. Times Have Changed<br />Old (“1.0”)<br />
  22. 22. Times Have Changed<br />Old (“1.0”)<br />New (“2.0”)<br />
  23. 23. Here’s A Scenario…<br />
  24. 24. OK, so I want to get involved…<br />
  25. 25. Current State of Affairs<br />
  26. 26. The Philosophy, In Seven Verbs<br />Do This<br />Stop<br />Listen<br />Participate<br />Contribute<br />Create<br />Engage<br />26<br />
  27. 27. The Philosophy, In Seven Verbs<br />Do This<br />Stop<br />Listen<br />Participate<br />Contribute<br />Create<br />Engage<br />Before You Do This<br />Sell<br />27<br />
  28. 28. Create a Framework to Map it Out<br />
  29. 29. How Do I start? Listen…<br />
  30. 30. Listening<br />Listening is Labor<br />Will take a modest portion of time upfront<br />Initial setup, then refinement<br />Process will become streamlined<br />Some channels may be (relatively) empty<br />Use some of the other tools discussed later on to find other channels; don’t only use what’s here<br />Balance of prescription vs. deduction vs. induction<br />
  31. 31. Listening (continued)<br />Keep in mind: Whyyou are doing this<br />Where are the conversations happening?<br />What are they talking about?<br />What form/s of media are being consumed?<br />
  32. 32. Step 1: Decide What You Want To Be About<br />Answer one very important question:<br />“Why would anyone want to be your friend?”<br />
  33. 33. Overdrive Interactive’s Core Content<br />The next few slides in the live presentation lay out Overdrive’s proven nine-step plan for content review, adjustment, propagation, and measurement.<br />They have been removed from this uploaded presentation at the request of Overdrive Interactive.<br />To learn more about what Overdrive Interactive can offer, please click here for the company overview.<br />
  34. 34. Which tools are needed?<br />
  35. 35. The plumbing and scaffolding<br />Google and Google Alerts<br />www.Google.com ; www.Google.com/alerts<br />RSS<br />What is RSS?<br />The RSS feed reader + aggregator that I use: http://reader.google.com<br />FeedMyInbox (and other such sites)<br />Transforms an RSS feed into one packaged digest version, and in e-mail form<br />Consider creating an RSS feed for each of your products, competitors, brand, etc.<br />
  36. 36. Using aggregated social search tools<br />Social Mention<br />http://socialmention.com – the site<br />Omgili<br />http://omgili.com/<br />Note the use of the slider to limit the conversation to an area<br />Any part of the graph is click-able to bring you to those conversations<br />http://omgili.com/graphs.html<br />Attractive visual display of chatter compared across topics<br />
  37. 37. Tier one searching and listening<br />Twitter Search (not just Twitter)<br />http://search.twitter.com/advanced<br />Set up to deliver an RSS feed of the mention your products, services, competitors, right to the pre-created e-mail addresses<br />Also consider http://www.monitter.com/ and http://www.twitterfall.com for a visual display of search terms<br />
  38. 38. Tier one searching and listening<br />Google’s New Tools<br />Search on something, then click ‘Show Options’<br />
  39. 39. Tier one searching and listening<br />Facebook<br />Limit searching to the top five groups (by member count)<br />LinkedIn<br />Note that with LinkedIn, there will likely not be a lot of negativity, due to the nature of the site<br />Also note that you will need to become a member of groups to see any activity; joining is usually painless<br />Limit searching to the top five groups (by member count)<br />
  40. 40. A few more examples of some of these channels in action (time permitting)<br />YouTube<br />Slideshare<br />Delicious ; Delicious Network<br />Blogs<br />Blog search engines (Technorati, Google Blog Search)<br />Blog Authoring Platforms (Wordpress, Blogger, Typepad)<br />
  41. 41. Tracking what you find<br />
  42. 42. Example of the quantification<br />
  43. 43. Make it manageable<br />It might seem overwhelming. The goal isn’t to track every single mention on the web. Instead, keep in mind the overall ‘why’…<br />Whereare the conversations happening?<br />Whatare they talking about?<br />Whatform/s of media are being consumed?<br />
  44. 44. Case studies<br />
  45. 45. To see Overdrive Interactive’s impressive portfolio of client work, click here to be taken to the site.<br />
  46. 46. Objections<br />
  47. 47. Objection Handling<br />“What if [insert name of social technology] goes away tomorrow?”<br />“This is going to take too much time.”<br />“My customers aren’t using social tools.”<br />“I tried this before, and it didn’t work.”<br />
  48. 48. Mapping the ‘Who’ to the ‘What’ and the ‘Why’<br />
  49. 49. Are you ready?<br />
  50. 50. Conclusion<br />
  51. 51. Thanks!<br />