The basics of social media.

1. Social Media

2. • Any web-based and mobile technology that turns
communication into interactive dialogue.
• User generated content*
• “2012 is the year of content!” -Director of Social Media
for Adobe Maria Poveromo
Social Media Defined

3. • Kietzmann et al. (2011) present a honeycomb framework
that defines how social media services focus on some or
all of seven functional building blocks
• Identity
• Conversations*
• Sharing
• Presence
• Relationships
• Reputation
• Groups
General Info

4. • Speak With a Human Voice
• Personalize It
• Keep It Professional
• Mind Your Manners
• Listen And Respond
• Know Your Audience
• Offer Real Value
• Act Impeccably
• Don’t React Emotionally
• Be Preemptive
Social Media Etiquette
http://www.business2community.com/social-media/what-is-proper-b2c-social-media-etiquette-053261

5. • Facebook tops Google for weekly traffic
in the U.S
• As of June 2011 Facebook has 750
Million users.
• YouTube is the 2nd largest search engine
in the world.
• In four minutes and 26 seconds 100+
hours of video will be uploaded to
YouTube.
• Video
Stats
http://techcrunch.com/2011/06/23/facebook-750-million-users//
http://www.socialnomics.net/category/statistics/

7. • You can reach customers that traditional marketing misses. (Traditional media makes
assumptions about targets)
• You can learn more about your target audience, not only by their comments but also by
studying visitor analytics.
• Build brand awareness and loyalty.
• Build relationships.
• You can get insights by reading posts and comments. It can help with market research.
• Social media marketing is cost-efficient in comparison with other marketing methods,
even if you hire a dedicated team or outsource your social media content needs.
Pros

8. • Time consuming. Content must be created, edited, approved and published; comments
must be responded to and sites and pages must be maintained.
• You lose some control of your marketing efforts. Anything you publish is up for grabs,
and others can easily criticize you.
“Bashtag”
• Your return on investment is delayed.
• No room for error
Cons

9. Slip-ups

10. Use social media in similar ways
• B2B prominently use blogs and LinkedIn
• B2C prominently uses Facebook
• Both used for lead generation
• B2B offer resources and knowledge and try and build
relationships
• B2C offers more knowledge, engagement and entertainment
• B2B doesn’t advertise on social media sites the way B2C
companies do
B2B and B2C

12. • Ignoring the Social Media Reach of Your Business
• Not Trying To Generate Leads
• Thinking Social Media Will Replace Offline Marketing
• Not Taking the Time to Measure B2B Social Media ROI
• Blabbering About Boring Products
• Hiring the Same Old Marketer
• Failing to Understand the Nuances Between Social Networks
• Not Budgeting Enough Time to Be Successful
• Forgetting That Search Is the Glue That Holds B2B Social
Media Strategies Together
Common B2B Failures
http://blog.hubspot.com/blog/tabid/6307/bid/30858/9-Common-and-Costly-B2B-Social-Media-Marketing-
Mistakes.aspx

13. American Express Open
Since 2007, AMEX OPEN has relied on its OPEN Forum to
provide business advice and insight. The social site includes a
blog with frequently updated content, and a large collection of
videos that users can rate and share via other social networking
channels. In the site’s “Idea Hub,” forum members can network
with one another and with industry experts, as well as customize
topics to their specific interests.
The social site has been extremely successful, increasing unique
visitors 525% over the past year – from 160,000 in December
2008 to nearly 1 million in December 2009.
Good B2B examples

14. Cree
LED Manufacturer Cree is embracing social media to build awareness
and promote the benefits of LED technology, rather than directly sell
products.
At the center of its latest campaign, “LED Revolution,” is an
interactive social website. On the site, visitors can submit their bad
lighting photos to win LED recessed downlights. The site’s blog is
posted to almost daily, and humorous videos encourage visitors to,
“Break Your Fluorescent Shackles!”
Cree also leverages Facebook and Twitter in a push/pull approach for
the website.

15. • Failing to Monitor
• Expecting Instant Results
• Failing to Invest Sufficient Resources
• Focusing Internally
• Not Building Networks or Using Syndication
• Ignoring Synergy Between Different Media
Campaigns
Common B2C Failures
http://www.business2community.com/trends-news/6-common-b2c-social-media-marketing-mistakes-0153

16. Ford
• Ford takes the social sharing component to
the next level by not only asking their
customers for their Ford stories, but also
asking their community to share ideas
• Introducing your blog and your readers’
comments to new viewers sets a welcoming
and friendly first impression for any
company.
• Photos are always a great way to attract new
viewers and draw in existing audiences. In
the image below Ford has added a Flickr
widget to show off some of their latest
photos, making their site more interactive
and fun.
Good examples of B2C

17. Zappos
One of the best engagement strategies I’ve seen on
Facebook is Zappos’ “Fan of the Week” contest. They
encourage fans to send in their photos with the Zappos box
and other fans get to vote on the best photo of the week.
What’s great is that Zappos highlights the fan of the week
by putting him or her in their wall image photo for all to
see. As seen below, this is definitely about putting your
customers first!
Their catchy saying, “Let’s be in a Like-Like
relationship,” shows they treat their potential
fans as equals, solidifying their relationships
even more.
Zappos is proving they care about building
relationships with their fans first.

18. Maintained company-related profiles on social networks: Manage a community dedicated to customers or
B2B: 81% prospects:
B2C: 67% B2B: 49%
Participate in Twitter: B2C: 51%
B2B: 75% Monitor/support user ratings and reviews:
B2C: 49% B2B: 49%
Host blog/s: B2C: 51%
B2B: 74% Produce Webinars or podcasts:
B2C: 55% B2B: 46%
Monitor brand mentions: B2C: 22%
B2B: 73% Advertise on social networks:
B2C: 55% B2B: 42%
Engage in discussions: B2C: 54%
B2B: 66% Utilize social bookmarking sites such as delicious and
B2C: 43% digg:
Participate in Q&A sites such as Yahoo Answers, LinkedIn, B2B: 38%
forums: B2C: 21%
B2B: 59%
B2C: 44%
Upload content (social objects) to Social Networks:
B2B: 50%
B2C: 32%
Employee recruiting:
B2B: 36%
B2C: 27%
B2B Better than B2C?
http://www.briansolis.com/2010/01/the-business-of-social-media-b2b-and-b2c-engagement-by-the-numbers /

19. • Social Media is growing every day. There are new sites
coming out almost daily.
• SXSW suggests these are the top 9 new social media sites to
keep an eye on
• Path
• Highlight
• Sonar
• Banjo
• Glancee
• Localmind
• Fancy
• Forecast
• gogobot