Social media crash course: Tools in practice
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The document is a presentation by Paul Gillin on social media, discussing its evolution, influencing factors, and various types of platforms. It emphasizes the shift from traditional media to new media, highlighting the importance of blogs, social networks, and the concept of user-generated content in marketing. Additionally, it covers strategies for businesses to leverage social media for engagement and visibility.
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Social media crash course: Tools in practice
- 1. Social Media Crash Course Paul Gillin IABC World Conference June 10, 2009
- 2. Agenda Definitions and concepts The new media world Factors driving change Types of social media Matching platform to need Blog structure and elements Culture of social media Building awareness and traffic Tracking performance Social network concepts Types of social networks Assessing relevance to your objectives Spotlight on Facebook Spotlight on Twitter
- 3. Big Media is Dying Decline in circulation of top 10 newspapers in 2008: 635,000 Average age of daily newspaper reader in US: 57 Reduction in US newsroom staffs since 2001: 25% Magazine newsstand sales growth, US, 2008: -12% In 2009: -22% Growth in NBC prime time audience, 2008: -14.3% Age of average network evening news viewer: 63 Percent of time teenagers spend with television, compared to their parents: 60 Percent they spend online: 600 Growth in Twitter membership, 2/08 - 2/09: 1,400% Percent of Americans who say Daily Show and Colbert Report are replacing traditional news outlets: 33
- 4. 2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net )
- 6. What’s Changed Cheap technology Fast networks Google “ The Long Tail” Source: Pew Research It’s now cheaper to keep information than it is to throw it away. It’s also easier to publish information than ever before. This is an explosive new combination.
- 7. New Media Rules New voices are gaining influence Marketers are becoming publishers You can now control the message Use all means at your disposal It’s cheap if you know the tricks
- 9. New reality
- 10. What is Web 2.0? According to Wired magazine: Participation Openness Conversation Community Connectedness
- 11. The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies
- 12. Tools at Your Disposal Discussion forums – tactical and impersonal Blogs – The online equivalent to publications Microblogs – Short, fast and frequent Podcasts – Add depth, lose interactivity Social networks – Listening posts Social bookmarking sites – Drive awareness Online video – Flexible but complex Search engines – Your traffic engine
- 13. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
- 14. New Influencers are Passionate – Both Pro and Con Source: Sean Moffitt, BuzzCanuck Desire to Influence Others Brand Engagement Passive Active Reject Favor Traditional Influencers Authoritative 3 rd parties, community leaders, press, gov’t. Haters Lovers Critics Enthusiasts Skeptics Mainstream Dismissers Followers
- 15. Start By Listening Use these tools to mine online conversations and identify prospective customers and communities that are receptive to your message
- 16. A Case Study: Motrin Moms
- 17. Influence Inversion Courtesy Digitas
- 18. What Should J&J Do?
- 21. What is a blog? “ A user-generated website where entries are made in journal style and displayed in a reverse chronological order.” – Wikipedia.org “ A personal online journal that is frequently updated and intended for general public consumption” – whatis.com “ A way to display information” – P Gillin
- 22. Why so popular? Cheap and easy to create and update Have distinct personal voice Can quickly build traffic through reciprocal links Excellent search engine performance Modest revenue opportunity Simple way to keep notes
- 23. What are blogs good for? Timely, frequently updated information Multiple media types Single voice Fixed display Flexible organization Search engine performance
- 24. Speed Advantage
- 25. What are they bad for? Random access Design flexibility Sectional organization Multiple voices Navigation-intensive sites
- 26. International flavor Source: Technorati, April, 2007
- 27. Title/Subtitle √ d Headline Subheads Fixed pages RSS feed Search Keywor ds
- 28. The 7 types of business blogs CEO blog
- 29. The 7 types of business blogs Executive blogs
- 30. The 7 types of business blogs Group blog
- 31. The 7 types of business blogs Employee blogs
- 32. The 7 types of business blogs Advocacy blog
- 33. The 7 types of business blogs Promotional blog
- 34. The 7 types of business blogs Advice blog
- 36. Blogging success factors A clear, preferably narrow focus Frequent updates Mix of short, long, light, heavy content Aggressive links to other bloggers Comments and trackbacks Mixed media Educate and discover Personality Prompt for comments
- 37. Topic selection Read mainstream media and other bloggers and comment upon them Frame events in a new context that reflects your analysis Be offbeat and original Packaging works: top 10 lists, predictions, best & worst, quick hits
- 38. Decision Time You’re a major maker of industrial chemicals whose products are used in household cooking utensils. A spurious story has emerged that claims that your products cause cancer. Your critics are spreading the word on blogs and the mainstream media is taking notice. What can you do?
- 40. 25% of SEO is On-Page Visible Source: Hubspot Page Title URL H1,H2,H3 tags Page Text Bold
- 41. 25% of SEO is On-Page Invisible Description Keywords Alt Images Source: Hubspot
- 42. 75% of SEO is Word-of-Mouth
- 43. Tricks of the trade Encourage and respond to comments Comment elsewhere Play reporter Serialize Use themes Give stuff away Complement with photos, podcasts & video
- 44. Traffic strategies Link internally Use consistent domains Ask for “link love” Promote outbound links File a site map Register on bookmarking sites
- 45. Tracking success Traffic – unique visitors vs. page views Technorati rankings RSS subscriptions Google linkto: and allinanchor: De.licio.us and Technorati tags Trackbacks
- 46. Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000
- 48. Growing Scope
- 49. Social Networks
- 50. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
- 51. Essential Elements Profile Friends Groups
- 52. New Kids On The Block
- 53. Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians
- 54. Niche markets are: Knowledgeable Engaged Responsive Helpful Spenders
- 55. New Concepts Friend Friend in Common Follower Profile Group News Feed Poke Wall Connection Answer App Hash tag
- 56. Facebook Essentials About Me About Others Interests
- 58. LinkedIn is All Business Profiles are essential Efficient contact management Recommendations cement relationships
- 59. Unique Features Advice is social capital Company research Six degrees of connection
- 60. Twitter Appeal
- 61. Immediacy & Personality The Office on Twitter Dell Outlet on Twitter
- 62. Twitter Essentials Discovery Shared dialogue Conversational efficiency
- 64. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
- 65. Engagement Tactics Invite them into the club Offer links or small promotions Use discounts, giveaways, contests, free trials Never edit or censor what they say Consider affiliate programs
- 66. Conversation Enablers Reinforce Brand Bypass Gatekeepers Create Brand Ambassadors Educate Customers
- 67. Decision Time II You’re an enterprise technology company whose products are vital to corporate customers but are seen as dated and “boring.” You need to recruit young technology professionals to develop your technology and spread the word about its value What can you do?
- 68. Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video
- 69. Success Takes Time Daily visits 3X to 4X week 14 average Consider spinoffs 53+ Make top 10 results for targeted queries Traffic becomes self-sustaining 40-52 Gain search traction Generate inbound links 14-39 Build awareness Show steady growth 1-13 Goal Week
- 70. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com