7. Wikipedia = 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…It supports the democratization of knowledge and information, transforming people from content consumers into content producers…
14. Case Study -360 year old brand losing market share decides it is time to social network
15. Results = 6000 join; 1.5 million visits; Fiskars products are up more than 600% mentioning Fiskars products by name on a per-week basis since the program began
Interactive Will Cannibalize Traditional Media ; Interactive Marketing Spend Will Near $55 Billion By 2014; Search Marketing Still Leads Interactive Spend Display Advertising Rebounds ; Email Marketing Continues Healthy Growth ; Social Media Fixes Itself In The Interactive Mix ; Mobile Marketing Matters Post-Recession ;WHAT IT MEANS Interactive Trends Will Redefine Your Business
Lifestreaming is sharing tidbits of life; blurring of lines now
Why get involved = going to supplement whatever else you do; you can listen into consumers; no lead time like for magazine 3 month lead timeAMI Director of Media Outreach Tom Super said, “It is important to note that social media is not the end-all solution to AMI’s communications efforts. It is simply another tool in our communications tool box. It is supplemental to our ongoing public affairs campaigns, but in a way that is more direct to the consumer, which reflects the cyclical nature of the Web and the immediacy of today’s news cycle.” “ Social media is evolving every day -we’re currently looking into newer sites and next generation applications, too, such as Google Wave and Ning,” Super concluded. “There is no doubt social media has proven an integral part of AMI’s communications efforts.” -30-
3 main rules = transparency and honesty is key; don’t misrepresent who you are; you are engaging in a conversation; you need not pitch but participate in the community as a community member
Social media does not mean I have a twitter account - We need to identify where are communities abide. Social media can be measured.
They decided to go after the passion about scrapbooking and sharing their lives. Fiskars used Brains on Fire to find 5 people that are passionate about scrapbooking. It was kind of like American Idol! Losing market share so hired “brains on fire” said no one was passionate about their brand – people who are passionate are crafters and scrapbookers.They thought community would be those in their 40’s and 50’s.Turned out women in 20’s and teens talking on blogs; Did not try to do a sales pitch, but create a venue to bring passionate people together for crafters to congregate; Invite 5 women to become ambassadors and paid them 15 hours a week to develop social network; only could become a member if invited by one of these ladies (membership has its privileges)
How many people don’t just read but are really engaged; Look for 10 blogs where you can establish relationships; Not so much about products but about problems; How many people are engage influencers not just anybody
Executive Summary Goal of a Structured Wiki: Combine the benefits of a Wiki and a database application
We need to move beyond SEO to social media optimization
