• Brief intro to different types of social sites (traditional social networks, social news, social bookmarking, blogging communities, lifestreaming, location based, document/collaboration, etc…)
• Reasons for businesses to engage in social media
• Case studies on Dell, Nike+ and a few other smaller innovative examples
8. “Businesses will increasingly use social media to get
closer with customers… It is getting too expensive
and inconvenient to meet face-to-face in the real
world, there will be more efforts to bring the
conversation … to virtual communities.”
- Shel Israel
9. Why engage in Social Media?
• Increasing Sales/Conversions
(benefits not always immediately tangible)
• Improving Reputation
• Increasing Brand Awareness
• Building Relationships
11. In the year and a half between 2006 and 2007 negative
online postings about Dell dropped from 49% to
22%
- Adweek
* http://www.adweek.com/aw/content_display/news/digital/e3i1751753614c1db778979604e004b8d1c
12. Dell – Improving Reputation
• Monitor
• 15,000 blog posts written daily about Dell (using Visible
Technologies)
• Respond
• Dell launched first blog Direct2Dell
• Uncensored comments, real people, human voices
• Empower
• Allow community members to answer problems in forums
• IdeaStorm.com: Suggest ideas (10k+), vote (650k+), see
results
13. Dell – Improving Reputation
• Today
• 12+ company blogs in 5 languages
• 35 community ambassadors
• 30+ corporate twitter accounts
14. Dell – Increasing Sales
• Dell has made $3mil in 2 years as a result of delloutlet on
Twitter (650k followers)
• Send coupons, clearance events, new arrival information
16. Nike’s market share (running shoes) jumped from 48%
in 2006 to 61% in 2008… A significant amount of the
growth comes from Nike+
- BusinessWeek
* http://www.businessweek.com/magazine/content/08_46/b4108074443945.htm
17. Nike Plus – Building Relationships
Nike has sold 1.8 million Nike+ devices
19. Nike Plus – Building Relationships
• Nike Plus community website:
• tracks each run, pace, distance
• comparison with other runs, runners
• offline running communities
• Competitions – Human Race 10k Run (800k people)
• Blogging Network
• Flickr (4,000+ photos for Human Race)
• Youtube (1,000+ videos for Nike Plus)
• Next up: http://ballersnetwork.com/
21. Additional Examples
• Will it Blend? – 7mil+ views on YouTube
• Best Job in The World – Huge PR Coverage
• Cadbury “Operation Goo” – Viral Contest
• Target Bullseye – Charity donations
• GoodStorm – Widget based affiliate sales
• Seaworld - Appvertisement
22. Assignment
Teams of 2: Pick a product, come up with three slides: Brief Overview, Who should use
this product?, Example of business/individual using effectively
Disqus Brightkite
SocialText Uservoice
Tumblr Zvents
BackType iLike
Yammer AddThis
CommentSniper
TipJoy
NowPublic
Ning Scribbd
FriendFeed Alltop