Marketing in the
Social Media Age
Kira Perdue, Trevelino/Keller
Scope of Typical PR Services
Traditional | Social | Viral
Association Social Media
Definition of Social Media
• Tim O’Reilly: “Web 2.0 is the business revolution in the computer
industry caused by the move to the Internet as platform, and an
attempt to understand the rules for success on that new platform.”
• No more one-sided content. Today it’s communication in all
• Participants attract more participants.
• “Filing cabinets” that hold truly interactive experiences and
• Layered with the likes of Digg, Twitter, deli.cio.us …
What’s Out There
Community: Discussions, Ratings Applications Galleries
www.myspace.com http://Yedda.com www.wikipedia.org http://flickr.com
www.vox.com http://Answers.yahoo.comhttp://snipshot.com www.slide.com
www.facebook.com www.reevo.com http://flock.com www.youtube.com
www.secondlife.com www.yelp.com www.rollyo.com www.istockphoto.com
Business Networking: Collaboration, Wikis www.trulia.com Social Bookmarking
www.linkedin.com www.rememberthemilk.com www.summize.com http://del.icio.us
www.xing.org www.google.com/docs www.stumbleupon.com
www.backpackit.com Social News, Podcasts
Geo-Tagging: www.writeboard.com www.digg.com Express & Meet:
www.flagr.com www.twiki.org www.technorati.com www.twitter.com
. . . to name a few
Facebook … A Business Application
90 Million Active Users … over 100,000 Business Pages; Most
Trafficked Site on Web Worldwide
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• LinkedIn. LinkedIn is an online network of more than 20 million experienced professionals from around the world, representing 150
industries. Through your network you can find potential clients and be found for business opportunities.
• Mashable. Mashable is a social networking news blog. With allegedly over 5 million monthly pageviews, it ranks among the largest blogs on
the Internet. Mashable regularly writes about MySpace, YouTube, Bebo, Facebook, and Xanga, but it also reports on less high-profile social
• AllTop. A digital magazine rack for the Internet, Alltop helps you explore your passions by collecting stories from “all the top” sites on the
• Facebook. A social utility that connects people with friends and others who work, study and live around them, Facebook has more than 90
million active users and over 55,000 regional, work-related, collegiate, and high school networks. More than half of Facebook users are
outside of college, and the fastest growing demographic is those 25 years old and older.
• Technorati. Technorati is an Internet search engine for searching blogs, competing with Google, Yahoo and IceRocket. Technorati rates 112
million blogs by authority. Technorati Authority is the number of blogs linking to a website in the last six months. The higher the number, the
more Technorati Authority the blog has.
• Kudzu. Kudzu strives to be the best source for finding quality Atlanta-area service professionals. The website features 135,000 businesses in
the Atlanta metro Kudzu making it fast and easy for consumers to connect with service professionals who are right for them.
• Ning. Ning is a platform for creating your own social networks. With Ning, your social network can be anything and for anyone. The site hosts
a multitude of networks on many topics including 388 Mom networks, 800 Fitness networks, 727 Weight Loss networks and 2,750 Health
• Twiki. A flexible, powerful enterprise collaboration platform and knowledge management system, typically used to run a project development
space, a document management system, a knowledge base, or any other groupware tool. Web content can be created collaboratively by using
just a browser. TWiki fosters information flow within an organization; lets distributed teams work together seamlessly and productively.
• Twitter. Twitter is a free social networking and micro-blogging service that allows users to send updates (otherwise known as tweets) which
are text-based posts of up to 140 characters in length.
• Craigslist. An aggregation of local classifieds and forums for more than 500 cities in over 50 countries worldwide - community moderated, and
largely free – Craigslist receives more than 10 billion page views per month.
• Angie’s List. Angie's List is one of many companies which aggregate consumer reviews of local service companies and which have been
described by the New York Times as "a glorified version of Yellow Page listings." Angie's List is unique, however, in that it charges consumers
to see reviews, reflecting their belief that charging consumers "adds credibility to the information.“
• Summize. Tracks and aggregates conversations flowing through Twitter and others – lets you search to see who is talking about your
business. Love it or hate it – someone is talking about you.
• Podcasts. a series of digital media files which are distributed over the Web using syndication feeds for playback on media players and
computers. NOTE: both Obama and Clinton announced their candidacy officially on their website via podcast.
• SecondLife. A 3-D virtual world created by its Residents. Since opening to the public in 2003, it has grown explosively and today is inhabited
by millions of Residents from around the globe. Currently supports MILLIONS of U.S. dollars each month.
A Few Keys to Success
“One of the hot investments for businesses these days is
online communities that help customers feel connected
to a brand. But most of these efforts produce fancy Web
sites that few people ever visit. Why? Businesses are
focusing on the value an online community can
provide to themselves, not the community.”
Wall Street Journal, July 16, 2008
•Participate. Participate. Participate.
•Build the community, not the technology.
•Put someone in charge.
•Set some company rules.
Social Media & the Election
• Obama held a clear lead online during the election year, with
844,927 MySpace friends compared to McCain's 219,404.
• Just between November 3rd and November 4th (election day),
Obama gained over 10,000 new friends, while McCain only gained
• On Twitter, Obama gained 2865 new followers between the 3rd and
4th (for a total of 118,107), while John McCain's Twitter account only
has a paltry 4942 followers in total.
"the secret to Twitter is how many people you are listening to, not how
many people are listening to you."
(note: Hillary had followers, but followed no one)
Company Web 2.0 Policies
• Define official spokespeople.
• Stress business conduct guidelines.
• Encourage employees to be themselves.
• Suggest a disclaimer.
• Remind employees of copyright law.
• Define allowable use at the office.
Effective Use of Facebook Surveys
• Verizon Wireless was
challenged by their executive
team to get more attention for
their text messaging packages –
specifically in the state of
• We executed a survey on
Facebook within 24 hours,
targeting Moms in Savannah
(for example) and asking them if
they texted, who they texted,
how often and on what devices.
• The result was “media gold.”
We were able to localize an “old
story” and make it new again,
using a Web 2.0 application.
Kira Perdue, EVP, Trevelino/Keller