1. 5 social media trends to watch Presented for KU by Justin Goldsborough (@jgoldsborough) Justin Goldsborough justin.goldsborough@fleishman.com Twitter: @jgoldsborough Blog: www.justincaseyouwerewondering.com LinkedIn: http://www.linkedin.com/in/justingoldsborough 816.512.2236
2. Who am I? Friend Husband Bon Jovi Northwestern Kansas City Royals Social media Volunteer GenY Irish setters @jgoldsborough (#pr20chat) IABC
3. Today’s Agenda Social media landscape 5 trends to watch Business value of social media Listen or lose Content marketing Reaching the right people Blurring of media and social media 5 things you can do today Q&A
5. Social media landscape 5 345 million worldwide monthly viewers 100 million users worldwide 100 million monthly visitors 500 million members worldwide
30. Engage, vote, upload videos that answer customer questions/issuesYouTube is the second largest search engine on the Internet… and it’s not a search engine. Just ask Rebecca Black
31. What is it? Social networking site that allows real-time connection between working professionals.
40. A company that specializes in pain relief finds itself in pain after its video targeted at moms backfires. Many influential moms begin tweeting their discontent with the brand, which has endured more than 1,000 negative tweets and ended up in the New York Time by the time it posts an apology 48 hours after the “uprising” begins. Case study No. 1
43. A customer accuses your airline of breaking his guitar and asks you to replace it. After a year of contacting your customer service team to no avail, this customer creates a YouTube video explaining his situation and the viewers begin piling up…in the thousands and eventually, millions. Case study No. 2
47. Two of your restaurant employees thought it would be funny to do some “gross” things with the food you serve in the kitchen and they filmed it, posted it online. The outcry online is strong and crosses multiple channels – YouTube, Twitter, Facebook, blogs. Your company has no official social media presence. Case study No. 3
66. Your brand here Reaching the right eyeballs, not all eyeballs New Math: 5,000 people who sought out your message are more valuable than 5 million who didn’t.
67. Shifting sources of trust of consumers trust recommendations from peers 78% 14% of consumers trust advertisements {Lecture} {Conversation} Nielsen “Trust in Advertising” Survey, 2008
106. Implications Five Things To Do Today Check out #prstudchat and #u30pro communities and follow at least one journalist contact on Twitter. Check out Gini’s, Shel’s, Chris’, Mitch’s or Sarah’s blog if you haven’t already. Google yourself and make sure you are “listening.” Keep practicing your writing and storytelling. Network, network, network!
108. Thank you! Justin Goldsborough justin.goldsborough@fleishman.com Twitter: @jgoldsborough Blog: www.justincaseyouwerewondering.com LinkedIn: http://www.linkedin.com/in/justingoldsborough 816.512.2236 Social Media Strategy
Hinweis der Redaktion
Do you value relationships?Everyone can use social media and is a journalist
Via status updates, wall posts, videos, photos and other content.If Facebook were a country, it would be the 3rd-largest in the world; more than 400 million users.Growing in popularityMostly with women age 35+
Example of how people use Facebook to form community around areas of passion Owning industry, connecting people with like passions, thought leadership
7% of American adults are currently using TwitterSpeakto the process, how to actually accomplish items aboveTIPS AND TRICKSCreate hyperlink: click on image, walk through how to:Share photos (TwitPic, TweetPhoto)Find friends or topics(Summize, Twitteroti) Monitor chats (TweetDeck)Connect (TweetUp, Online chats)
2nd most popular search engine on the Web next to Google.
NT Speak to the process, how to actually accomplish items above- Show examplesTIPS AND TRICKS (cut?)Create hyperlink: click on image, walk through how to:Share photosFind friendsMonitor chatsConnect liveMake sure that they have set up a url
Moms make 75% of the purchase decisions in the family
Traditional media looks to social media for news stories – Cision89% use blogs, 65% Facebook/LinkedIn, 52% Twitter --Winter 2009, CisionFired employee who followed policyBought new guitar – jointly gave $ to charityOffered to buy video for employee trainingLeft out limeade
Share price plunged by 10% wiping $180 million off the company’s value! -- ITN NewsWhat United’s done right: Finally fixing Dave’s guitar Compensation $$ going to charity Asked for copy of video for training purposes
Not going to show the video, but do you remember it? Stop and ask how you would have handled it.
The limeade was waiting for these people and let me tell you story
We hear you, care what you think
What is Dominos capital value after video?Drop story in -- Limeade
Jeff Jarvis story for SprintRealizedhow communications was changingCulture change – change how we do our jobsNo evangelizing -- educate
Covered by WSJ last monthMission Control
Mitch JoelNew marketing – content and conversationNot so much marketing as we think about it“But now that publishing in text, images, audio and video is so much more pervasive with such a lower barrier to entry, the time is ripe to re-evaluate how much Marketing your company should be doing versus how much publishing your company should be doing.”
Content marketing The results speak for themselves134 million-plus views on YouTube (1 million-plus for many videos including 10 million-plus for the recent iPad clip) Numerous awards 700 percent increase in sales since the campaign started in 2006
Throwing business cards and proposalsAct online like you would offline
Justin ‘Old’ marketing math: Blast your message to 5M loose targets with the hope of actually reaching the 5,000 who are actually interested.Social media marketing based on ‘new math’
People define it different ways but one reason IMC is important…
Metricsman.com
Great message for Nike. Completely wrong message for your social media strategy.Tell story on myself -- Bunge
Major news outlets relying on user-generated content – can’t be everywhere all the time, expectation for latest news is immediateReporters tweeting, blogging, Facebooking (yep, a verb now) – news outlets working reporter/customer social media into sitesMedia monitoring social networks, blogs, etc. for story ideasMom2Mom, Sprint Connection – changing the way they cover news