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Juliet Davis SOCIAL MEDIA Today’s Questions: What is Social Web Media, REALLY? How Can Businesses Use It Beneficially? How Can Effectiveness Be Measured? Social Media Defined A category of sites that is based on user participation and user-generated content. They include social networking sites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, blogs and microblogs such as Twitter, wikis, such as wikipedia, and other sites that are centered on user interaction. --SearchEngineWatch.com glossary Other key words: participatory, web 2.0, folksonomies (the practice of categorizing content through tags). It’s Huge 10% of all time spent on the Internet is spent on social web media sites. 75% of all Americans are using some form of social media. Marketing Uses of Social Media 88% of marketers are now using social web media as part of their marketing campaigns. Twitter, blogs, LinkedIn, and Facebook are the top four tools Positive results are correlated to the amount of time devoted to the activities, as well as the length of time that marketers have been invested in the work. -- Social Media Marketing Industry Report , 2009 http://www.whitepapersource.com/socialmediamarketing/report Social Networking Sites (e.g., FB, MySpace) Facebook (internal stats) Over 300 million users globally 30 million mobile users More than 120 million users log on to Facebook at least once each day. More than 30 million users update their statuses at least once each day. The average user has approx. 120 friends. 85% of college students use Facebook Facebook owned by Mark Zuckerberg Compare Radio took 38 years to reach 50 million listeners. TV took 13 years to reach 50 million viewers. Internet took 4 years to reach 50 million users. Facebook took 9 months to add 100 million users. Myspace More than 150 million users globally. In the UK, reaches 30% of all people 15-24 Facebook vs. Myspace appeal Myspace owned by Fox Interactive Media Business Uses: Targeting A marketer can target users by workplace (ranging from the French Embassy in the US to Exxon-Mobile) countries (over 30 countries) interest (”A Clockwork Orange” to Judaism) and other data. Facebook Business Vehicles Facebook Page (events, calendar, announcements, etc.) Make it personal. Discussions (“Ready for Starbucks and/or sex.”) Customer Suggestions (cont. on next slide) Gift Example Quizzes Game Example (examples) What kinds of advertising works? Users want integrated experiences rather than banner ads (Jakob Nielsen ). Text ads receive more click-throughs than visual ads (Jakob Nielsen). Banner ad click-throughs on social networking sites are bleak but can work for the right target audiences (e.g., students shopping for colleges) Viral gifts more successful than banner ads (See Harvard Business School Article: http://hbswk.hbs.edu/item/6187.html). LinkedIn 45 million members 80% of companies say they used LinkedIn as their primary tool to find employees during the course of this year. (Reported by Econsultancy) Social Bookmarking and News Sites What do you do with cool links you want to save? Viral Marketing Viral Marketing YouTube: Over100 million viewers in the USA alone. Tips for Going Viral - No one can predict what will go viral - be outrageous, humorous, amazing, or remarkable - create 10-20 videos (instead of one) - Send to friends and sites - The U.T. YouTube Anecdote Technorati indexes133 million blogs. 900,000 blog posts are created within a single 24-hour period. Universal McCann reports that 77% of all active internet users regularly read blogs. Blogs Wikipedia currently has more than 13 million articles in more than 260 different languages. The site attracts over 60 million unique users a month. Reliability of its contents is hotly debated. How can businesses use wikis internally? Wikis Microblogs (e.g., Twitter) Old Twitter Home Page 140 Characters Twitter does not publicize number of users, but estimates are 6-10 million global users (more than 1000% growth rate in 12 months— July 2008 to July 2009). Word of Mouth Twitter Users Your Market Twitter Tips Marketers Swear By Brand your page Create separate accounts for separate divisions and levels of communication Scoop followers by following (Cont. . . .) Twit Tips Continued Tweet daily (or use HootSuite to schedule tweet postings). 3 times per week post 3 types of tweets Make the tweets valuable to clients and prospects (not blatantly self-promotional) Be interesting and interested in others. Interact and build relationships Note: Tuesday is the most active day for Tweeting, followed by Wednesday and then Friday (Sysomos). @ for replies, d for direct messages (can do public or private), RT for repeating tweets, and # for arbitrary tags Hot Content How Tos and Instructional Content News, especially breaking news Warnings (e.g., phishing scams) Freebies and Contests Critical Phrasing 10 Child Safety Tips Every Mother Should Know: www.tenti Is Twitter Right for Your Business? http://www.effectwebmedia.com/blog/socialmedia/is-twitter-right-for-my-business (Jillian Koeneman’s blog for Effect Web Media)ps.com/childsafety BudURL.com Know Your Objectives Examples of Objectives: - New business leads - Brand management - Consumer input - Consumer behavior - Consumer relations Measuring, Tracking, Analysis By Visible Technologies Create your own social networking site at www.ning.com (but what would be the benefit when FaceBook and MySpace already have the members?) Create your own Wiwki at www.MediaWiki.org. Create your own 3D world at www.secondlife.com Create your own blog at www.blogspot.com Hold a web conference (free) at www.vyew.com. Create Your Own QUESTIONS? Some Resources Mashable.com (news) DavidMeermanScott.com (blog on social media in marketing) Includes downloadable books Prsquared.com (blog on social media in PR) ProBlogger.com (blog on blogging and social media) Effect Web Expert (blog especially good on Twitter) AEJMC (academic sources) (Association for Education in Journalism and Mass Communication) SNCR (think tank) (Society for New Communications Research) a Paolo Alto based think tank (non-profit) for researching new media Econsultancy 20+ stats http://econsultancy.com/blog/4327-20-+-mindblowing-social-media-statistics 20+ more stats http://econsultancy.com/blog/4402-20+-moremind-blowing-social-media-statistics