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Making Social Media Work<br />Presented by:<br />Daniel Waldman<br />Tracy Gosson<br />

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Agenda<br />Overview<br />Trends<br />Strategy<br />Examples<br />

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What Is Social Media<br />Online media designed for social interaction<br />Shared<br />Networked<br />Conversational<br />Two-way communication<br />Sometimes crowdsourced<br />

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Social Media vs Social Networking<br />Social media = content<br />Social networking = the network through which content is published and shared<br />

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<ul><li> Facebook: 600 million

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If Facebook were a country, it’d be the 3rd largest in the world.

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50% of our active users log on to Facebook in any given day

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700 billion minutes/month on Facebook

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Average user creates 90 pieces of content each month

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Twitter: 190 million

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95 million tweets/day

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LinkedIn: 75 million

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Executives from ALL Fortune 500 companies

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YouTube: 2 billion views/day

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24 hours of video uploaded every minute

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Avg. user spends 15 minutes/day

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Blogs: 133+ million </li></li></ul><li>vs.<br />

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Why does this matter?<br />Happy Customers Tell 3 Friends, <br />Unhappy Customers Tell Google<br />

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Trends: Mobile<br />

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Trends: Mobile<br />Networks are available anywhere any time<br />Makes everything more instantaneous<br />Makes sharing information faster & easier<br />We are always connected<br />Thoughts, images and videos can be shared in REAL TIME<br />

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Trends: Social Shopping<br />Combines social networking with shopping!<br />Offers group deals, group coupons, product reviews and discussions, recommendations<br />

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Trends: The “Check In”<br />Social sites that allow a person to “check in” & often coupled with special deals.<br />Location Based Services<br />TV, Movies, Books and more!<br />

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Trends: Live Streaming<br />

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5 Steps for Using Social Media<br />Plot strategy<br />Execute strategy<br />Manage resources<br />Measure results<br />Repeat!<br />

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Plot Strategy<br />People<br />Objectives<br />Strategy<br />Technology<br />

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Execute Strategy<br />Listen<br />Create<br />Share <br />Interact<br />

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Manage Resources<br />Have a champion, empower that person<br />Choose your channels wisely<br />Do what you can, then build on it<br />Look for efficiencies<br />Set a policy<br />Experiment and evaluate<br />

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Measurement<br />There are hundreds of ways to measure. Here are ten:<br />Impressions<br />Volume of Re-Tweets (Twitter)<br />Volume of shares (Facebook)<br />Volume of social mentions<br />Growth in followers/friends<br />Growth in interactions<br />Number of conversations sparked<br />Depth of conversations sparked<br />Growth in website traffic<br />Impact on real-world events<br />For a list of 100 ways to measure social media, visit: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117581<br />

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Measurement<br />

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Measurement: Analytics<br />

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Facebook Tips: Complete your “Info” Tab<br />

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Facebook Tips: Custom URL<br /><ul><li> Must have 25 fans

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Go to http://www.facebook.com/username/ and choose the page in the dropdown menu.

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Enter a username (this doesn’t change your own login).</li></li></ul><li>Facebook Tips: Create a Custom Landing Page<br />

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Facebook Tips: Provide Interesting Content<br />Create a poll<br />Post pictures of events<br />Import content from your blog <br />Import content from YouTube<br />Ask questions<br />Promote others (businesses in your area, events, people in your community)<br />

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Twitter<br />

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Twitter Tips<br />Determine who your audience is and follow them<br />Listorious.com<br />Search for relevant keywords to find conversations & people to follow<br />Keep your followers organized with lists<br />Don’t read every tweet; don’t expect everyone to read all of your tweets<br />Don’t tweet selfishly—post things that are interesting to your audience<br />Ask & answer questions<br />

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Publishing Platforms:Wordpress<br />

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Publishing Platforms: Tumbler<br />

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Publishing Platforms: YouTube<br />

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Publishing Platforms: YouTube<br />

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Location Based Services: Foursquare<br />

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Social Shopping: GroupOn<br />

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Social Shopping: Living Social<br />

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Livestreaming<br />

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Social Media Clients & Resources<br />Hootsuite (http://hootsuite.com) <br />Co-Tweet (http://cotweet.com) <br />Seesmic (http://seesmic.com) <br />Tweetdeck (http://tweetdeck.com) <br />Other resources <br />http://mashable.com<br />http://socialmediaexplorer.com<br />http://socialmediaexaminer.com<br />http://socialmediatoday.com<br />http://allfacebook.com<br />http://danzarella.com<br />http://viralblog.com<br />

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Closing thoughts<br />Great planning gets great results<br />Become the expert or hire one<br />Constantly evaluate and retool strategy<br />Stay up on trends / build your network<br />Invest in what works<br />Don’t overestimate the reach of your communications<br />Take time to think BIG but pay attention to the SMALL things<br />