Social Media Madness - join or die
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From my latest lecture at Medie- og Journalisthøjskolen 2010
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Social Media Madness - join or die
- 1. Social media madness –join or die MadsFuhrFrederiksen – @madsfuhr November 2010
- 2. Humans – what’s up with them? We love to talk We love to engage in passionate matters We love to respond to other peoples passionate comments We love to mirror ourselves against others We love to reinsure our own raison d'etre (existence) We love to talk in order to be heard We love to express our opinion We love to be “seen” We love to socialize
- 4. Why should you engage in social media?
- 5. Monitoring you social media activities
- 6. What tools should you use
- 7. YouTube – what can video do for your business?
- 10. first mover
- 11. early adaptor
- 12. passive
- 13. aggressive
- 14. involving
- 15. observant
- 16. loud
- 17. value-adding
- 18. ambassador
- 19. anonymous
- 30. Social media What happens in Vegas, stays on YouTube
- 31. Definition af “social”According to wikipedia.org “refers to a characteristic of living organisms (humans in particular). It always refers to the interaction of organisms with other organisms and to their collective co-existence, irrespective of whether they are aware of it or not, and irrespective of whether the interaction is voluntary or involuntary.” http://en.wikipedia.org/wiki/Social
- 32. Definition af “media”According to wikipedia.org “tools used to store and deliver information or data” http://en.wikipedia.org/wiki/Media
- 33. Definition af “social media”According to wikipedia.org “Social media are media for social interaction, using highly accessible and scalable publishing techniques.” http://en.wikipedia.org/wiki/Social_media
- 36. Video and Image-sharing sites (YT, Flickr…)
- 37. Review sites (trustpilot.dk, ask.com etc.)
- 38. SNS (SocialNetworkServices, Facebook Social Plugins)
- 39. Bookmarking sites (delicious.com, enjoythin.gs…)
- 40. News aggregator sites, Wikis…
- 42. Brand awareness
- 43. Input for product development
- 45. Closer dialogue with customers
- 47. Generate leads
- 49. Conversations are here – are you a part of it??
- 52. Ideas/tips for product improvement
- 53. User-user input
- 56. The boring formula Gain from investment – Cost of investment Cost of investment ROI = x100
- 57. Some clever words… “Personal recommendations and consumer opinions posted online are the most trusted forms of advertising globally” Source: Nielsen Online press center, 07/09/09: “The Nielsen Company reveals the most..”
- 58. Google Analytics (traditional metrics) Hard facts, numbers/figures, CTR, visits, pageviews, goals etc.
- 59. Social Media Analytics (non-financial) Soft metrics, comments, Likes, conversation volume, social graph size, RT etc.
- 60. Impact Investment Social Capital Financial Return Social activity, campaigns, SNS, profiles etc. Followers, Friends, Likes, Brand likeability, Links, reputation Website conversions, signups, lead generation etc.
- 61. Before & After measurements
- 62. Social media strategy Do YOU have a plan for US?
- 63. 5 quick… Understand the different platforms/channels Define how/why social media can boost your company Cover your market/market shares – how is the relevant communication shaped today? How do we interact with our market and target groups – now and later on? Be social, be active, be realistic – have patience…
- 67. Image Tone of voice (1st, or 3rd person speech, smart guy, trustworthy, a pro, serious, happy, too happy?) Update frequency (avoid SPAMMING the walls!) Events, new activities to sustain customers (make an activity plan/overview) Customer online – how will you manage this? How much/often should you interfere in the dialogue online, which you are in fact facilitating and who is competent to estimate this situation?
- 68. Activities for building traffic Facebook Ads, Google Ads, Banner Ads, viral campaigns, events, Flashmob? Offline channels? Does it all make sense to you/your potential clients?
- 69. Roll out timeplan Make a simple time plan for each of your rollout activities How fast will you approach the market? How aggressive? Source: http://www.youtube.com/t/fact_sheet
- 70. YouTube What happens in Vegas, stays on YouTube
- 71. ”What happens in Vegas stays on YouTube”
- 72. Traffic & Demographics Source: Nielsen Online, The Global Online Media Landscape, April 2009
- 73. Usage & Spending Source: Nielsen Online, The Global Online Media Landscape, April 2009
- 75. Hundreds of thousands of video uploads daily
- 76. Every minute, 24 hours of video is uploaded to YouTube
- 78. Evenly divided between males and females
- 80. 51% percent of our users go to YouTube weekly or more often
- 81. 52% of 18-34 year-olds share videos often with friends and colleaguesSource: http://www.youtube.com/t/fact_sheet
- 82. Who’s using YouTube? U.S. ONLY Source: http://www.flowtown.com
- 84. Hulu.com had 598.812.000 videos streamed in the same periodSource: http://www.youtube.com/t/fact_sheet
- 85. Top 5 most viewed channels Vevo (Music channel) Expert Village (answers to life) Machinima (entertainment, gaming) Hollywood Records (entertainment, music) Fail Blog! (entertainment) Conclusion: People want to be entertained! People will easily spend hours on videos, which are either: a: relevant to them b: simply entertaining, shareable content Source: http://www.youtube.com/t/fact_sheet + http://www.flowtown.com
- 86. Social Media Optimization (SMO) How do we improve and optimize our activities?
- 87. SMO: “social media optimization”According to wikipedia.org “Social Media Optimization (SMO) or Social SEO is the methodization of social media activity with the intent of attracting unique visitors to website content. SMO is one of two online methods of website optimization; the other method is search engine optimization or SEO.” - RohitBhargava, 2006 http://en.wikipedia.org/wiki/Social_media_optimization
- 89. Monitoring online ”talk” e.g. via TweetDeck
- 91. Step 2
- 92. Involve in the medium
- 93. React to the talk (positive/negative)
- 95. Step 3
- 96. Facilitate new conversation, increase your overall conversation volume through e.g. subject-related, questionbased posts
- 97. Build a foundation for dialogue/communication
- 98. Respond quickly to new comments, activity
- 99. Step 4
- 101. Whostalkin.com Sourcetracking: Microblogging, Networks, Images, Video, Audio, Blogs etc.
- 102. Socialmention.com Sourcetracking: Microblogging, Networks, Images, Video, Audio, Blogs etc.
- 103. Adjust, Optimize, Correct Are you “in sync” with your customers? Are you “in sync” with the actual conversation? Is this conversation moving in the “right” direction, as intended or should you get involved to adjust direction? Is the progress fulfilling? Do you need to optimize, adjust on your own engagement on all your platforms and channels? Do you follow and obey conventions, code of conducts for your own defined online presence? How are your hard and soft numbers and fact moving along? Are we on time according to time plans? Are we foreseeing seasonal activities, which we need to prepare for?