What is social media? • A different way to socialize using the web
What are social networks? • A website with a database
What is social media and Web 2.0? • Harnessing collective intelligence • Trusting consumers as co-developers • Engaging consumer experiences • Participation • Trust economy • Word of mouse
Engaging consumer experiences Community users remain customers 50% longer, spend 54% more than non-community users and visit 9 times more than non-community users
Participation • Participation is key • 1) Advertise • 2) Create elements in online space • 3) Create own platform or environment in online space
Keys to success in webspace • Be creative • Be honest • Be unique • Be aware of who your audience is • Update frequently • Be transparent
Trust economy Gift economy The Web is changing how we do business
Social media is driven by the consumer not driven by business and is currently experiencing growth
The Social Networking has grown 12.7% from November 2006 to April 2007. In Canada from April 2006 to April 2007 Facebook grew 2424% YOUTUBE grew 616% MySpace grew 135%
70% of Americans aged 15-35 use Social Networks Fox Interactive Networks
Half of YouTube’s audience is over 34 MarketingVox
Craig Newmark has said that this is a time of ‘creative destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’. He went on to say that it isn’t journalism that is becoming obsolete; rather the delivery methods are changing. ‘Even the kids realize news is important. The problem is that paper is too expensive’. Craig Newmark, owner and inventor of Craigslist
KNOW CONTROL vs. NO CONTROL • You have to KNOW your audience so that you don’t have a NO control situation.
NO control • http://www.youtube.com/watch?v=t8XxcOj3Seo
The Streisand effect • A term used to describe a phenomenon on the Internet when there is an attempt to remove/censor something backfires and the information ends up receiving more attention.
What this means …. • Companies can no longer control the message but they can manage the results if they are aware of which channels of communication their audience is using.
Examples of Social Media • RSS feeds • UGC (user generated content) • Social networks • Blogging • Podcasts
RSS Feeds • http://www.youtube.com/watch?v=0klgLsSxGsU
UGC (user generated content) • UGC is now the brand • Consumers now create and change the brand (you no longer own your brand) (youtube) • Consumers market the brand • It’s not “with” your brand, it’s “in” your brand
Social Networks • http://www.youtube.com/watch?v=6a_KF7TYKVc
Blogging • An online journal, a way to tell a story • 102 Million blogs, 120,000 blogs started each day • It is not reporting – nor do people expect it to be
“Newspapers increasingly reference Bloggers as sources in stories. In just 2 ½ years this has grown from almost nothing to a significant input to media” Factivia
Blog Demographics • 42% of all Canadians have read a blog • Blog use in Canada is most popular among those: • With household incomes of $60,000 or more (44%) • Men (48% vs. 35% among women) • Younger adults aged 18-34 (50%) • Those with post-secondary education Ipsos-Red, June 2005
Blogs need to be frequent. Web 2.0 has created a low attention span. A blog should be posted a MAXIMUM of 3-4 days apart.
Podcast • http://www.youtube.com/watch?v=OEmss2lg-ug
Tools of the trade • Google Reader • Google News alert • Technorati • Google • Tagging • Del.icio.us • Facebook • iTunes • YouTube
Google Reader • http://www.google.com/reader/view/#overview-page • Another option: http://www.google.ca/ig?hl=en
Google News Alerts • http://www.google.com/alerts?hl=en&t=1
Technorati • RSS • Add popular, relevant blogroll (a blogroll is a listing of websites that often appear as links on web logs). • http://technorati.com/people/technorati/CanadianWildlifeFed
Google • Search engine • Determine how well your site is doing
Tagging • The assigning of keywords to online content to help users search that content more effectively.
Del.icio.us • Social book marking which uses tags • http://del.icio.us/TobiMichelle
Facebook • Virtual read • News feed Over 41 Million Canadians have visited Facebook.
iTunes • iTunes is a media player used for transferring music, photos and videos