What is social media and why should you care

What is Social Media /
Social Networking?
And Why Should You
Care?

Mike Ellsworth

About ME
• Started as a cancer newsletter editor
• 15 years at Nielsen Co.
• 1 year with an Internet incubator (2000-2001)
• 6 years as IT strategy consultant
• 3.75 years at State of Minnesota
– Program Director of CareerOneStop
• But here as a citizen and
entrepreneur

Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved

About ME
• 6 years as IT strategy consultant
– Started StratVantage Consulting in 2000
– Started CTOMentor in 2002
– Started The WiMAX Guys in 2003
– Joined startup Evalubase Research as CTO 2004
– Working currently with two startups
– Starting social media strategy consultancy
Social Media Performance Group with two
partners

Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 3

What Social Media Is Not
Social Media is Not:
• A Fad
• For Kids
• About New Channels to Push Messages
• About the Tools
• About the Techniques
• A Numbers Game
• A Replacement


What Social Media Is
Social Media is:
• Relevant to business
• For Everyone
• About Creating Conversations
• About Strategy
• About Planning and Execution
• About Creating Relationships
• A Supplement to Existing Techniques


Social Media Approach - Tools


Social Media Approach – Strategic


Social Media in Business
Typical Social Media Application Areas:
• Marketing
• Branding Find

• Sales
Be
Listen
Found

Enterprise

Grow
Engage
Business

Influence

Social Media in the Enterprise
Other Great Places to Use Social Media:
• Customer Service
• Product Development
• Employee Engagement
• Knowledge Management
• Crisis Communications


Social Media Success Stories
Sales - Trissential and Cargill
• $12M vs. $120B
• Local vs. Global
• Told not to waste time trying
to become a vendor


Sales - Trissential and Cargill
• Sales guy connected with Cargill employees on
LinkedIn
• Met with these contacts when there was no
opportunity in sight
• One day, Cargill contacted him to meet
• 9 months of social networking produced sales
agreement with Cargill


Best Buy “Blue Shirt Nation”
• Thousands of hourly employees
• How to connect rank and file
with overall company strategy?
• Blue Shirt Nation was skunk works, now involves >10
percent of workforce
• Executives use it:
– To find out what is going on with the hourly employees
– To improve customer service and employee satisfaction


A Different Approach
TRADITIONAL MEDIA SOCIAL MEDIA

Space defined by Media Owner Space defined by Consumer

Brand in control Consumer in control

One way / Delivering a message Two way / Being a part of a conversation

Repeating the message Adapting the message

Focused on the brand Focused on the consumer / Adding value

Entertaining Influencing, involving

Company-created content User-created content / Co-creation

Source: Neil Perkin

Online Goals
• Top Goals for Online Networking
– Create a community of contacts who can recommend you
and connect you
– Conduct research on customers and prospects
– Expand your business to
new markets

– Create a higher profile and
build your brand


Let’s Face It
• People are talking about you online
• >9 million blogs - 40,000 new / day
• Facebook >65 billion page views / month
• Nielsen Online: Social networks and blogs 4th most
popular online activity – beating email!
• Online communities visited by 67% of global online
population


Let’s Face It
• Do you ignore the conversation?
• Or join in?


Attract vs. Pursue


Who’s Going to Do It?
• You
• Your sales force
• Your employees
– Kind of scary
– Very, very effective


How to Do It
• Emphasize Return On Engagement, not ROI
– It takes time to see results
– Invest the time
• Not a numbers game, a quality of interaction game


How to Do It
• Emphasize Share of Conversation
– The degree to which a brand is associated with the
problem or need that it is setting out to help with
– The percent of all people
talking about a problem
that are talking about
you

Source: Marcel LeBrun, The Media Philosopher

Others Are Spending


And Seeing Results


Return On Engagement
“Do you want to pay X for a 30-second spot passively
watched by 2 million prospects; or a Web experience
[ . . .] where 500,000 engage with the brand for
seven minutes, then use Word of Mouth (WOM) to
pass along their experience?”

— Mike Valentino, CEO of TMPG Inc.


Online, Think 4C’s Not 4P’s
• Product, Pricing, Place and Promotion still important
– of course!

• Add Content, Context, Connection, and Community

Adapted from John Jantsch of Duct Tape Marketing

Types of Online Marketing

Source: Social Media Marketing Industry Report, Michael A. Stelzner

Branding Your Business Online
• All your online marketing
efforts should drive traffic to
your Web page

• Your Web page needs to be
optimized
• Must have a call to action
• Must clearly describe your business
• Must enable users to bookmark, tag, or
email your URL to a friend

Social bookmarking toolbar at: http://www.socialmarker.com/

Creating Evangelists
• Give your online supporters tools to identify
themselves
– Avatar symbols for Twitter
– Badges for Websites and social network profiles
– Mailing lists for them to join
– Fan pages and groups at social networks for them to join
– Stickers, T-shirts, badges, other trinkets


What Creates Word of Mouth?
• A good experience, says Forrester

• A trustworthy relationship with peers, says Big
Research

• A purple cow, says Seth Godin

Source: Ben McConnell and Jackie Huba, www.churchofthecustomer.com/


Social Media SWOT Team
• Strengths – What are your online strengths? What is
your online brand?
• Weaknesses – What are your online weaknesses?
How to remedy?
• Opportunities – What is your competition not
doing?
• Threats– What is your competition doing?


On Beyond the Big 3
• There are thousands
of social media
networks
• Chances are good you
can find one you’ll like


The Entrepreneur’s Challenge
• Most ventures fail within 5-7 years
• Most ventures don’t even get off the ground
• Your compensation can vary, drastically
• Be ready to work very, very hard
• Be ready to put your money (debt) where your mouth
is
• Network like crazy
• Only work with those as committed as you are

Copyright © 2010, Social Media Performance Group, Inc. All Rights Reserved

Thank You!
More In-Depth Training from Social Media Performance
Group
– Linked In or Left Out: Using LinkedIn and Twitter to Find a
Job – 3-hour Workshop
– Using Social Media for Business – 90-minute Webinar
– Using Social Media for Recruiting – 90-minute Webinar


Thank You!
– You are welcome to connect with me:
– Mike Ellsworth
– Twitter: @MikeEllsworth
– LinkedIn: www.LinkedIn.com/in/MikeEllsworth
– Facebook: www.facebook.com/MichaelJEllsworth
– Google Mike Ellsworth and check the bottom of the first
page
– MikeEllsworth@LinkedInSolutions.com
– 952-373-1006


Thank You!
– Linked InSolutions Facebook Page: bit.ly/mRREZ
– Social Media for Job Search LinkedIn Group: bit.ly/otzeF
– StratVantage Consulting LinkedIn Page: bit.ly/5ayeF
– Linked InSolutions Page: www.LinkedInSolutions.com
– Mike Ellsworth’s Blog: www.FutuRANT.com


What is social media and why should you care

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