13. 50% CONSUMERS WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010
14. 1,500,000 + BUSINESSES HAVE A FACEBOOK FAN PAGE 20,000,000+ PEOPLE JOIN A FAN PAGE EVERY DAY
15. 66% PERCENTAGE OF BRAND TOUCHPOINTS NOW GENERATED BY CUSTOMERS MCKINSEY QUARTERLY, JULY 2009
16. 0.19% 6.49% CLICKTHROUGH RATE FOR AVERAGE BANNER AD CLICKTHROUGH FOR AVG FACEBOOK WALL POST VITRUE, AUGUST 2009 FORRESTER, 2008 38x more. Why the difference? The first is an intrusion/distraction. The other is news involving a trusted friend.
- How many of you are on Facebook? - How many of you are on Twitter? Active on Twitter?
What is Social Media? “ Community and collaboration on a scale never seen before.” – Lev Grossman, Time Magazine Web 2.0 began its rise in 2004 and was largely championed by bloggers and by technology journalists, culminating in the 2006 TIME magazine Person of the Year – “You” Since then it has become pervasive in all our web interactions
Social media online tools are a place to share information, connect with like-minded people, review products and services, and rate products and services…. Which sounds a lot like something we had in the old days:
The cocktail party! Only now we can share the information faster, with more people and in more creative ways than we ever could before. Example – I’ve been getting and giving travel advice from friends for years… where’d you go? Where’d you stay? How was it. Now in the social world, I can put out a question like ‘where to stay in Tofino with dog and 2-yr-old? And have answers in seconds from a wide range of friends and acquaintances. That’s social media.
And yet most of us in the room still think about social media like this. And really, show of hands, after hearing all of that… how many of your perceptions of social media is illustrated in the Venn diagram.
And these are not short checkins each day, or rare visits every week or so. The average Facebook user spends <CLICK> a total of 55 minutes on Facebook each day. Multiply that times hundreds of millions of people and you have a tremendous amount of time, attention and trust.
So what, you say. How does that help my business? Well it turns out that consumers are more likely to buy if they are engaged within social sites. 50% reported this year that they are more likely to buy from you if you live where they live online. During the greatest recession of our lives, this is a significant number.
How many of you have a business page on Facebook? More than 1.5 million businesses do. And did you know that every day, <CLICK> more than 20 MILLION people fan something? They tie their personal identity, their online affinity, to something. That’s powerful.
Each one of these online “fannings” is more than a click of a Join button. It becomes a touchpoint on someone’s facebook wall. And not just there. Consumers are creating brand representations and touchpoints around YOUR BRAND, everywhere. McKinsey estimates that 66% of all touchpoints are now generated by customers! I used to be the guy making those touchpoints! Not any more. Your brand has become OUR brand, owned by the collective We.
I used to create shiny, interactive banners that tried to get your attention. They had Flash, they had video, they had quizzes. They were distractions. And nowadays, they have an abysmal .19% clickthrough. But those customer-generated touchpoints now include things like Facebook Wall Posts. So I might fan Virgin America and as my friend, you might see that and wonder about it. Because of that inherent trust, wall posts have a 6.49% clickthrough. 34x the standard clickthrough of a banner.
Why does Social Media Matter? We are in an information age We are also in the “Free” era Both point to the death of traditional post-secondary education
More than ¾ of Cnds use Social Technologies. Spectators & Joiners are the largest group. According to Forrester, Canada has one of the highest Joiner & Spectator rates of all of the countries they profile.
Social tools are now mainstream with Canadians of all ages, and almost 100% pervasive with Gen Y – our current student demo Gen Y over-indexes all adults in every category.
Social tools are now mainstream with Canadians of all ages, and almost 100% pervasive with Gen Y – our current student demo Gen Y over-indexes all adults in every category.
Social tools are now mainstream with Canadians of all ages, and almost 100% pervasive with Gen Y – our current student demo Gen Y over-indexes all adults in every category.
Social tools are now mainstream with Canadians of all ages, and almost 100% pervasive with Gen Y – our current student demo Gen Y over-indexes all adults in every category.
Social tools are now mainstream with Canadians of all ages, and almost 100% pervasive with Gen Y – our current student demo Gen Y over-indexes all adults in every category.
- Online conversation about the topic or speaker taking place alongside live events - First popular at technology conferences, we’re now seeing this enter any presentation where WiFi connection, laptops and mobile devices are present in the audience
- Experiences and interactions typically relegated to the “backchannel” will become more important (and engaging) that the original content. - People will “tune in” to live events for the “frontchannel” interaction. Example of this from Olympics: hockey game was getting the backchannel experience
- Open your class with a slide that displays your Twitter username, or other social media handle - Create and display a hashtag for your lecture - This provides a visual cue that you welcome the backchannel to contribute
Professors at Purdue University have TAs helping them with this - Social media can enrich your presentation, but it’s an extra ball to juggle - Ask someone to monitor the backchannel during your presentation and relay feedback - Assign a second person to answer questions and add links to additional resources
Display ‘tweetbites’ in your presentation Ensure they are less than 140 characters (to allow for username) Tweet your key points during your lecture through powerpoint using “Slide Tweet”
Give your virtual audience a heads up that your lecture/presentation is about to start Let them know that you welcome their participation Create opportunities to participate - polling is easy with PowerPoint Twitter tools or PollEverywhere Display the backchannel when you want to focus on it, but otherwise it can be a distraction
- Twitter hashtag searches are not permanent - Create an archive with tools like “Twapper Keeper” to ensure the backchannel will be available later - This will become a great study tool for your students
Analyze the backchannel to see how your class was received Learn from it: drop/change what fell flat, clarify areas of confusion, and capitalize on what resonated most with the students Feedback is also likely to be more genuine and detailed than the typical class evaluation form
Tweet what was accomplished during each class Record to go back for future lesson plans Students can stay up to date on what they may miss
Consolidates twitter mentions about scientific papers Tags them with arXiv ID number, so students can track down the peer-reviewed papers themselves online
Student-built social network, for use in Journalism class Encourages students to explore using technology Provides insight into how social media works through a hands-on learning experience
Used to comment on proceedings, link to content, ask questions, and is a great tool to go back to for studying or for absent students to catch up (or participate from afar) To facilitate more active listening in lectures, one journalism prof encouraged students to use “CoveritLive” to provide a live updates on the current class lecture
Live streaming video Remote ‘attendance’, replay, virtual collaboration with other schools Ustream.com
Birmingham City University is offering a year-long Master’s degree in social networking Georgia Southern University offers a course called Making Connections: Facebook & Beyond Utah State University offers a class called Blogs, Wikis, New Media for Learning
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