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

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!