Understanding Social Media - PDF Free Download

Understanding Social Media June 29, 2010 Goals For Today Give you a better understanding of the scope of Social Media If you are new to Social Media, help you get started If you are already active in Social Media, help you think strategically about your Social Media marketing efforts Social Media 2 1

Agenda What is Social Media Examples of Social Media Does Social Media have a place in the Bowling Industry Brunswick Examples Additional considerations before you start Wrap Up Social Media 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 and pictures Wikipedia.org Social Media 4 2

What is Social Media? Social Media 5 What is Social Media? Social Media 6 3

What is Social Media? Social Media 7 What is Social Media? Social Media 8 4

What is Social Media? Social Media 9 The Nature of Marketing is Evolving 1980 s Mass Marketing Characteristics Vehicles Differentiation Tell & Sell Brand Message Reach & Frequency Broadcast Radio & Outdoor Creativity Primary Supplier Advertising Agencies Social Media 10 5

The Nature of Marketing is Evolving Characteristics Vehicles Differentiation 1980 s Mass Marketing Tell & Sell Brand Message Reach & Frequency Broadcast Radio & Outdoor Creativity 1990 s Precision Marketing Demonstrated Interest Benefit-Based Targeting & Segmentation Direct Mail Telemarketing Direct Response TV Analytics Primary Supplier Advertising Agencies Interactive Agencies Social Media 11 The Nature of Marketing is Evolving Characteristics Vehicles Differentiation 1980 s Mass Marketing Tell & Sell Brand Message Reach & Frequency Broadcast Radio & Outdoor Creativity 1990 s Precision Marketing Demonstrated Interest Benefit-Based Targeting & Segmentation Direct Mail Telemarketing Direct Response TV Analytics 2000 s Social Media Marketing Shared Interest Individual Testimonial Lateral Connectivity Social Networks Blogs, Forums Sharing & Linking Dialogue Primary Supplier Advertising Agencies Interactive Agencies THE CONSUMER Social Media 12 6

The Social Technographics Ladder These groups make up the ecosystem that forms the groundswell called Social Media. By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers. Creators 24% Critics 37% Collectors 21% Joiners 51% Spectators 73% Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add tags to Web pages or photos Vote for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Inactives 18% None of the above Social Media 13 What is Social Media? Why people participate in Social Media Friendship Social pressure and a desire to be connected. People using social networks want their friends there too, and you want to find what s happening to your friends. Altruism An honest and sincere desire to educate and inform. Passion Hobbies or common interest create an immediate hunger for more information and ready audience for sharing ideas. Expression Everyone likes to express their opinion, tell their story, expound on their ideas. Social Media 14 7

What is Social Media? Influence Being in the know about some new product or service or website and being the go-to source for information strokes the ego and drives communication. Revenge Heads up! This is an important one for companies to manage proactively. When someone especially a blogger or tweeter is upset with a product or service, their way of getting even is to post about it. Social Media 15 Agenda What is Social Media? Examples of Social Media Does Social Media have a place in the Bowling Industry? Brunswick Examples Additional considerations before you start Wrap Up Social Media 16 8

Example of Social Media People do all these things through Social Media. Congregate Publish Share Discuss Social Media Network Aggregate Bookmark Social Games Virtual Worlds Social Media 17 Example of Social Media Social Media Vehicles Social Networks Communities & Virtual Worlds Discussion Forums Blogs, Micro Blogs, Podcasts Wikis Video & Photo Sharing Widgets Bookmarking Webisodes Mobile Social Media 18 9

Examples of Social Media Social Media 19 Example of Social Media Social Media 20 10

Example of Social Media Social Media 21 Example of Social Media Social Media 22 11

Example of Social Media Social Media 23 Examples of Social Media The Fantastic Four facebook You Tube Linked in Twitter Social Media 24 12

facebook Gender US Males US Females Unknown Total US Age 13-17 18-24 25-34 35-54 55+ Unknown Geography New York Chicago Los Angeles Miami Houston Atlanta Washington DC Philadelphia Boston As of 1/04/09 As of 1/04/2010 Users Percentage Users Percentage 17,747,880 42.2% 43,932,140 42.6% 23,429,960 55.7% 56,026,560 54.3% 911,360 2.2% 3,126,820 3.03% 42,089,200 100.0% 103,085,520 100.0% Users Percentage Users Percentage 5,674,780 13.5% 10,680,140 10.4% 17,192,360 40.8% 26,075,960 25.3% 11,254,700 26.7% 25,580,100 24.8% 6,989,200 16.6% 29,917,640 29.0% 954,680 2.3% 9,763,900 9.5% 23,480 0.1% 1,067,780 1.0% Users Percentage Users Percentage 1,622,560 3.9% 2,934,580 2.8% 797,040 1.9% 1,803,620 1.7% 636,160 1.5% 2,166,840 2.1% 627,840 1.5% 1,113,540 1.1% 560,520 1.3% 1,361,820 1.3% 535,300 1.3% 1,967,720 1.9% 526,460 1.3% 1,429,760 1.4% 498,220 1.2% Social Media 1,181,760 1.1% 25 440,500 1.0% 872,460 0.8% Growth 147.5% 139.1% 243.1% 144.9% Growth 88.2% 51.7% 127.3% 328.1% 922.7% 4447.6% Growth 80.9% 126.3% 240.6% 77.4% 143.0% 267.6% 171.6% 137.2% 98.1% facebook 50% of all users log in to facebook in any given day Average user has 130 friends More than 8 billion minutes spent on facebook each day worldwide More than 2 billion photos uploaded to the site each month More than 14 million videos uploaded each month More than 2 billion pieces of content shared each WEEK! Social Media 26 13

You Tube 5 billion views daily 8 hours of video is uploaded every MINUTE 100 million viewers in the US You Tube accounts for 99% of all videos viewed on line In January 2009, 147 million U.S. internet users watched an average of 101 videos per person Social Media 27 Linked in 45M users (August 2009) 24M unique users (December 2009) 331M page views (June 2009) Valued at $1B Profitable for 2 years Very well educated group with 33% having a graduate degree, as compared to the internet average of 21% Generally older, more educated and more affluent Social Media 28 14

Linked in Social Media 29 Twitter 45 million users in the US Female 53% versus Male 47% Current users are young adults 18-34 44% 35-49 28% There are more African American users then average Users have 0-2 kids in household Site attracts less affluent audience Social Media 30 15

Agenda What is Social Media? Examples of Social Media Does Social Media have a place in the Bowling Industry? Brunswick Examples Additional considerations before you start Wrap Up Social Media 31 Does Social Media have a place in the Bowling Industry? Social Media is PERFECT for our industry! We are one of the last great social gathering spots in our community Social Media should be part of an integrated marketing strategy for your facility Lets look at some examples. Social Media 32 16

Does Social Media have a place in the Bowling Industry? Social Media 33 Does Social Media have a place in the Bowling Industry? Social Media 34 17

Does Social Media have a place in the Bowling Industry? Social Media 35 Does Social Media have a place in the Bowling Industry? Social Media 36 18

Does Social Media have a place in the Bowling Industry? Social Media 37 Does Social Media have a place in the Bowling Industry? Social Media 38 19

Social Media 39 Where do I start? Build a presence on facebook with a fan page Start a dialogue with your customers Promote center information and happenings without a hard sale Test special offers for Fans Only Build a presence on Twitter Start a dialogue with your customers Test special offers with tweets for immediate response Build a profile on Linked In for B2B Integrate a You Tube page for promotions where appropriate Social Media 40 20

Brunswick Case Study Social Media 43 Brunswick Case Study Social Media 44 22

Brunswick Case Study Integrate Social Media into your Website Social Media 45 Social Media 46 23

Social Media 47 Social Media 48 24

Social Media Social Media 49 Social Media Social Media 50 25

Social Media Social Media 51 Agenda What is Social Media? Examples of Social Media Does Social Media have a place in the Bowling Industry? Brunswick Examples Additional considerations before you start Wrap Up Social Media 52 26

Additional Considerations HR Does your HR policy account for Social Media? Legal Risks Myth #1 Social Media is less regulated and less risky than normal media outlets Myth #2 We can just delete it Myth #3 It s just a give-a-way contest to drive traffic to the site Myth #4 They won t mind if we just grab that picture, sound clip, video, chart, or song. If it s on the Internet, it is in the public domain. Myth #5 Social Media is too risky for our organization Social Media 53 Agenda What is Social Media? Examples of Social Media Does Social Media have a place in the Bowling Industry? Brunswick Examples Additional considerations before you start Wrap Up Social Media 54 27

Wrap Up Unlike other forms of marketing, you don t have a choice about Social Media since it is UGC (User Generated Content) Your customers are talking about your facility regardless of your involvement The progressive operator will get engaged and be a part of the conversation and along the way generate additional sales Don t be like United Airlines Social Media 55 Social Media 56 28