This is a presentation I delivered for a group of marketing managers from Ernst & Young on December 3, 2009. These managers are based in the western US and focus primarily on E&Y's Entrepreneur of the Year program. The presentation covers the basics of social media, stats on leading tools and recommendations for ramping up social media activities individually and for the Entrepreneur of the Year team.

1. December 3, 2009 Social Media 101

2. Overview What is social media? Why do I care? Some interesting social media stats E&Y social media sites Recommendations and hands-on

3. What is Social Media? “Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” From Wikipedia.org

4. What is Social Media? Social media encompasses various forms of user-generated content and the collection of websites, applications and tools that enable people to interact and share information online: Online forums and discussion groups Blogs (Wordpress, Twitter) Social networking sites (Facebook, LinkedIn) Social bookmarking sites (Digg, Delicious) Video sharing sites (YouTube) Photo sharing sites (Flickr) User reviews (Amazon, Yelp) Crowdsourcing (Wikipedia)

5. What is Social Media? Other definitions: Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other Social Media is the collection of tools and online spaces available to help individuals and businesses to accelerate their information and communication needs Word-of-mouth marketing (WOMM)

6. What is Social Media?

7. What is Social Networking?

8. What is Social Media? Commoncraft Plain English Videos: Social Media http://www.youtube.com/watch?v=MpIOClX1jPE Social Networking http://www.youtube.com/watch?v=6a_KF7TYKVc Twitter http://www.youtube.com/watch?v=ddO9idmax0o Social Bookmarking http://www.youtube.com/watch?v=x66lV7GOcNU Blogs http://www.youtube.com/watch?v=NN2I1pWXjXI

9. Why Should I Care? Because… 3 out of 4 Americans use social technology 2/3 of the global internet population visits social networks Visiting social media sites is 4th most popular online activity – ahead of personal email Time spent on social networks is growing at 3x overall internet rate Social media is democratizing communications 93% of social media users believe a company should have a presence in social media

10. Why Should I Care? 6 of top 10 ranked websites are social media related From www.urlfanx.com/site/top_100/100.html

11. Resistance to Social Media is Futile Millions of people are creating content Your competitors are already there Your customers and prospects have been there a long time

12. Key Social Media Tools

13. LinkedIn Stats http://advertising.linkedin.com/audience/

14. Twitter Stats 19% of internet users say they use Twitter Millions of Twitter users > 28 million visits to Twitter.com per month (US) > 3 million tweets per day Median age of users is 31 Most popular word in English language in 2009

15. Facebook Stats > 300 million members, 50% of active users log on each day Average user has 130 friends > 8 billion minutes spent on Facebook each day (global) > 2 billion photos added each month > 14 million videos added each month > 2 billion pieces of content shared each week Median age is 33 Fastest growing demographic is > 35 years old

16. YouTube Stats > 78 million access YouTube per month (US) 5th ranked website 13 hours – of video uploaded every minute 412 years – years it would take to watch every video 100,000,000 – # of videos viewed per day

17. Slideshare Stats Largest community for sharing presentations and documents 23 million monthly visitors 60 million monthly page views Highly educated and affluent 62% have college degree 25% earn more than $100,000 per year 64% is > 35 years old

18. Social Media is Not Another Channel Social media is: Public relations Customer service Loyalty building Collaboration Networking Thought leadership

19. Social Media Functions to Tools

20. Social Media Tools Priority & Effort

21. It’s About Conversation Stop thinking “campaigns” Start thinking “conversations”

22. 4 Rules to Remember Listen Engage Be transparent Measure

23. How Do You Listen? Google search Google blog search Twitter search LinkedIn groups

24. E&Y on LinkedIn http://www.linkedin.com/groups?gid=54039&trk=anetsrch_name&goback=.gdr_1259007896729_1 http://www.linkedin.com/groups?gid=47027&trk=anetsrch_name&goback=.gdr_1259007896729_1

25. E&Y on Twitter http://twitter.com/Ernst_and_Young http://twitter.com/EYnews

26. E&Y on Facebook http://www.facebook.com/ernstandyoungcareers

27. E&Y on YouTube http://www.youtube.com/ernstandyoungglobal

28. E&Y on Wikipedia http://en.wikipedia.org/wiki/Ernst_%26_Young

29. Recommendations Individuals Get on LinkedIn ASAP and start building your network Beef up your LinkedIn profile with 5 Tips (next slide) Join several LinkedIn Groups and start participating Use social media to find entrepreneurs and network

30. 5 Simple Tips for LinkedIn

31. Entrepreneurs on LinkedIn http://www.linkedin.com/groups?gid=2877&trk=anetsrch_name&goback=.gdr_1259619697981_1

32. Social Media Guidelines Integrity - Avoid writing or posting anything that would embarrass your company or compromise your ability to do your job Professional and Personal - Assume that your professional life and your personal life will merge online regardless of your care in separating them. Privacy - Even if you use privacy tools (determining who can view your page or profile, for instance), assume that everything you write, exchange or receive on a social media site is public. Partisan expressions - Just as political bumper stickers and lawn signs are to be avoided in the offline world, so too are partisan expressions online http://latimesblogs.latimes.com/readers/2009/11/updated-social-media-guidelines.html

33. Recommendations to Consider Entrepreneur of the Year Team Start up a blog to disseminate information Set up a LinkedIn Group to promote and discuss the program Set up a Twitter account to listen, find entrepreneurs and send out updates Set up Slideshare account to post and share information Set up a Facebook Fan page to attract and inform people about Entrepreneur of the Year http://www.ey.com/US/en/About-us/Entrepreneur-Of-The-Year/US_EOY_Regional_Programs_Overview

34. Questions? Tom Humbarger contact info: Blog – http://tomhumbarger.wordpress.com Twitter – http://twitter.com/tomhumbarger LinkedIn – http://www.linkedin.com/in/tomhumbarger Email – thumbarger@yahoo.com