Coping with SoCial Media anXietY diSoRdeR (S.M.a.d.

table of contents

COPING WITH SOCIAL MEDIA ANXIETY DISORDER (S.M.A.D.)

1.0 evaluatIng the sYmptomsa brIef hIstorY

1.1 1.2 1.3 1.4 1.5 the age of self-serve InformatIon extreme homepage makeover the search Is on heres Where It gets InterestIng the socIal medIa cIrcus Is a pot luck affaIr Youd better brIng somethIng good

2.0 a treatment plan

2.1 2.2 2.3 2.4 2.5 become more socIallY aWare stage one establIshIng a profIle stage tWo promotIng Your presence stage three becomIng relevant people are talkIng behInd Your back rIght noW. You maY as Well get In on the conversatIon.

3.0 bIblIographY + socIal netWorkIng facts

3.1 3.2 other knoWn socIal netWorkIng facts: statIstIcs on socIal medIa from socIalnomIcs:

II

1.0 evaluatIng the sYmptomsa brIef hIstorY

You cant afford to chase everY neW technologY and trend but You cant afford to Ignore them all eIther.
Theres no shortage of information out there on the emergence of social media marketing as a potentially powerful addition to your marketing mix. The problem for many is getting up to speed quickly enough on what is happening, why its important, and how to take advantage. This high-level overview discusses the potential impact of social media marketing and offers some insights for developing an effective online marketing strategy.

COPING WITH SOCIAL MEDIA ANXIETY DISORDER (S.M.A.D.)

1.1 the age of self-serve InformatIon

Over the past decade, market saturation of Internet access has resulted in a paradigm shift in how people seek, consume, and share information. Today, finding information about virtually anything you can imagine (and countless things you couldnt possibly) is as simple as Googling it a now-ubiquitous term thats become synonymous with looking stuff up online.

WEbSTER INTRODUCED GOOGLE INTO THE DICTIONARY AS The Internet revolutionized the art of resourcefulness. Instead of making phone calls, A vERb IN 2001.1 asking questions of friends and acquaintances, or seeking guidance from industry
G-GL\ TRANSITIvE vERb. GOOGLED; GOOGLING \-G(-)LI\ 2001: USAGE : OFTEN CAPITALIzED : TO USE THE GOOGLE SEARCH ENGINE TO ObTAIN INFORMATION AbOUT (AS A PERSON) ON THE WORLD WIDE WEb

professionals and subject matter experts, consumers essentially help themselves to a virtual, and virtually limitless, smorgasbord of information by performing an online search browsing and evaluating the results for themselves. More than ever before, and increasingly, consumers seek answers and information online FIRST whether theyre buying a car, booking a trip, making dinner reservations, or diagnosing a suspicious skin blemish.

1.2

extreme homepage makeover

Plenty of marketers understood the Webs potential early on, encouraging companies to launch home pages if for no other reason than to be there, providing curious consumers with information about products and/or services. The argument then was simple: If consumers were cruising the online marketplace for something you sold, you definitely wanted to be there even if you werent sure what to put there. At the very least, it was important to secure your vanity domain name before some unscrupulous cyber-squatter snapped it up and offered to sell it back to you for a kings ransom. And so began the great 21st century race to stake claim to the punchiest, wittiest, and most user-intuitive URLs painting the void of cyberspace with the vibrant colors of pretentious commercialism.

COPING WITH SOCIAL MEDIA ANXIETY DISORDER (S.M.A.D.)

Many first-generation attempts to construct something in cyberspace were lackluster and low-impact, amounting to little more than visually uninspiring brochure-ware: barelybranded, bare-bones efforts that gave away a few basics, but didnt really work to create and sustain meaningful connections with consumers. Something was better than nothing, however (in most cases), and over time a vast field of online dreams was cultivated by visionaries who knew that if they built it, we would come. And did we ever.

1.3

the search Is on
One of the most important developments in the history of online marketing was the concept of SEO Search Engine Optimization. Retrieving relevant information from the depths of cyberspace is primarily a function of the search string the keywords a user

THE SECOND LARGEST inputs to direct their search. Exploiting this insight, the savviest of marketers immediately SEARCH ENGINE IS YOUTUbE.2 uncovered ways to game the search engine system, hiring SEO specialists to help them
own keywords and phrases for the purpose of influencing search results. Armed with a thorough understanding of how search engines work, specialists could effectively help web programmers and content developers optimize their web sites to rank higher in a consumers search results. Investments in SEO were usually visible, and often measurable, as the higher the resulting rank, the more traffic a site would receive. Search engine programmers caught on and evolved their methodology, working to stay a step ahead of enterprising SEO specialists. This elusive game of cat-and-mouse continues today. Search engineers dedicated to returning relevant, organic results continue developing more sophisticated methods for ranking content and delivering

results while SEO professionals diligently work to break the latest code and offer clients the visibility they need to rise to the top.

1.4

heres Where It gets InterestIng

Since its commercialization, the Internet has come a long way. It has evolved to become a collaborative, technological wonder of the modern world, and a social experiment the scale of which is unrivaled in human history. As technology

THE INTERNET WAS bORN permitted more people the ability to create and customize websites, and experiment with ON OCT. 29, 1969.3 the Webs true utility, a new breed of website was born: the social networking site.
In a short amount of time, a plethora of sites were launched for the purpose of connecting people in virtual communities. These sites/services enabled everyday people to do, easily and instantly, things they had only ever done in person: SHARE their human experience. Through their web browsers, from the comfort and safety of home or on the go, people could now share their thoughts, opinions, dreams, words, pictures, videos, and/or minute-to-minute updates on their adventures, activities, and where abouts with anyone and/or everyoneinstantly. Where commercial interests appeared poised to dominate the Internet, consumers changed everything by flocking to and congregating around a number of online social hubs where they could interact with one another, often in real time.

COPING WITH SOCIAL MEDIA ANXIETY DISORDER (S.M.A.D.)

Surprisingly, to some, millions of Internet users unabashedly posted highly personal information, dressing up elaborate online profiles as if they were decorating their junior high lockers. The exhibitionists and voyeurs in all of us were given a place to show off and nose around. And the more people who joined the movement, the more appealing it became. With so many consumers gathered in one place, it was only a matter of time before the marketing Magi showed up. Unfortunately, they showed up empty-handed.

1.5

the socIal medIa cIrcus Is a pot luck affaIr Youd better brIng somethIng good
Once again, the savviest marketers are out ahead of the trend, finding ways to integrate themselves into the social media networks where their customers are living if virtually, or vicariously. In addition to evaluating renewed investments in branded, interactive websites and enhanced search engine optimization techniques, more companies are

IN TERMS OF POPULATION, IF FACEbOOk WERE A COUNTRY IT WOULD bE THE WORLDS 3RD LARGEST AHEAD OF THE UNITED STATES.4

beginning to look at the potential return from investments in mobile marketing, augmented reality marketing, and social media marketing. If this movement has produced a great deal of marketing anxiety within your company walls, here are a few simple insights that may help stabilize your blood pressure. 1.) Social media networks are all about information giving a little, getting a lot. Consumers friend, fan, and follow the people (and companies) they CHOOSE to include in their network. In this way, each individual creates his or her unique social media network. If a consumer lives in your target market, youd like to be included in his or her social media network, offering information that has value. 2.) In the same way people choose a particular channel for the news, they self-select the social media channels of most interest to them. Make no mistake about it consumers are in control here. They choose who gets to participate in their daily info stream. And because they are the ones choosing, the more desirable you can make yourself, the more likely they are to include you.

25% OF SEARCH RESULTS FOR THE WORLDS TOP 20 LARGEST bRANDS 3.) When a person (or a company) posts an online profile with a social media site, they ARE LINkS TO USER-GENERATED CONTENT.5 are essentially broadcasting themselves in real-time via their own social media channel.
Some people prefer to manage a small number of information resources to limit the amount and type of content they receive. Other people crank the spigot open and let the entire world pour in. Again, consumers are in control.

The sum of a persons self-selected social media channels is their social media network.

COPING WITH SOCIAL MEDIA ANXIETY DISORDER (S.M.A.D.)

4.) One of the major advantages of tapping into social media networks is the speed at which information can be delivered. With millions of people broadcasting their lives in real-time, news travels faster than ever. More and more people are getting reports of breaking news stories from friends first via their Twitter feeds and Facebook pages than through traditional media channels. Information flow is dynamic and perpetually evolving in these rapidly expanding spheres of influence. beyond whats current, theyre all about whats happening right now and from moment to moment. Understanding how social media networks are hand-built by consumers, and the roles these networks play in the lives of the individuals who build them, is critical to developing an effective plan for engaging them in this highly interactive space.

2.0 a treatment plan

COPING WITH SOCIAL MEDIA ANXIETY DISORDER (S.M.A.D.)

2.1

become more socIallY aWare

because SEO and SEM can prove difficult to master, and are often costly to manage and implement, social media marketing has been getting a lot of attention. Done well, it could represent an easy way to improve your online marketing efforts naturally through something called global link popularity. by increasing the number of people online talking to, with, and about you, your company can see its search ranking improve dramatically, and organically. Enhanced exposure of this nature is great for awareness and can help drive traffic both online and off. Plan b has a system for helping our clients become more confident socially, and proficient at establishing and maintaining a quality presence. We identified three key stages in the development of a truly effective social media presence; each stage comes with unique challenges and opportunities that can make or break a social media marketing strategy.

2.2 stage one establIshIng a profIle

Once youve made the decision to get out there and start interacting with your customers on their terms, youll need a platform from which to project yourself. Youll want to begin by identifying those social media sites, online groups, forums, and

IT TOOk TELEvISION 13 communities best suited to reach your target market. Find out what it takes to become YEARS TO ACCUMULATE 50 MILLION a member. Understand how the exchange of information works so you can play along. USERS. FACEbOOk ADDED 100 6 Immerse yourself in the site to get an appreciation for the cultural nuances that affect MILLION USERS IN 9 MONTHS.
how people and companies are perceived. TIP: Dont go public without a strategy, or before giving it some thought.

Its important to think about how your company would ideally want to interact with customers in this new space bEFORE haphazardly throwing together a Facebook page, for example, with little more than a logo and username. So many companies rush panicked to Facebook and Twitter, eager to engage the masses, only to botch the effort with unflattering profiles that say little and offer even less. Dont be that company. Heres the deal. Once youre out there, people are going to find you and when they do, you want to be sure your best foot is forward. Think about: - Who would be searching for me and why? - What kind of information would be useful to people finding my profile? - What kind of tone, voice, and manner will best represent my brand in this new realm? - What do I want people to do once theyve found me?

COPING WITH SOCIAL MEDIA ANXIETY DISORDER (S.M.A.D.)

2.3

stage tWo promotIng Your presence

Establishing a presence is one thing telling your customers about it is another. While it is possible that some customers may seek you out, most will need a nudge. Show them that you live in their world by adding buttons and links and logos to existing materials, cross-promoting yourself in the virtual universe.

AS OF FEbRUARY 2009, THERE WERE 7,038,000 TWITTER If driving social media engagement is a primary objective, be sure to tell consumers USERS, AN INCREASE OF 1,382% WHY they should add you to their social media network, and give them a reason to do FROM THE YEAR bEFORE.7
it now. If social media awareness is a secondary objective, the familiar iconic logos of social media elites (Facebook, Twitter, YouTube, etc.) are likely enough to implicitly promote your presence. Other things to consider: - Dont drive people there if theres nothing to see they may never come back. - Monitor your efforts, possibly testing campaigns to drive traffic online with incentives. - Standardize the appearance of your social media engagement effort for consistency.

2.4

stage three becomIng relevant

This is probably the least understood component of social media marketing, but the most critical to long-term success. So many companies reflexively jump on the Twitter-wagon, securing their branded handles and letting rip those first momentous Tweets to the world. but then what? Radio silence. Wheres the vALUE to customers and prospects? Why should people friend, fan,

78% OF CONSUMERS TRUST PEER cost-effective medium? RECOMMENDATIONS. ONLY 14% TRUST ADvERTISEMENTS.8

and follow you? How can you create and sustain long-term value in this highly

before you hyperventilate, remember these people opted IN. They WANT more.

All you need to do is give it to them. If you know theyre looking for special discounts, give them discounts. If they want tips, give them tips. If they need reminders, give them reminders. Part of the beauty of social media is that its interactive. Pose a question to the community. Ask consumers to share their experiences. Poll people to learn their preferences. Find out whats relevant to your customers and prospects, then deliver it. It isnt terribly complicated, but it does require some strategic planning and a commitment to sustaining dialogue. For example: - What kind of information would be useful for my consumers? - How often should I participate by broadcasting to my network? - What kinds of offers can I actually deliver upon? - How can I encourage customers to interact with my brand?

COPING WITH SOCIAL MEDIA ANXIETY DISORDER (S.M.A.D.)

2.5

people are talkIng behInd Your back rIght noW. You maY as Well get In on the conversatIon.
Even if youre not ready to engage the masses socially, you have to understand that theyre already having their say about you. Yelp. Yahoo Answers. Amazon. Those are just a few of the well-known online communities where people are actively sharing their positive and negative experiences as consumers. And there are plenty of other specialized communities in the blogosphere where enthusiasts and opinion leaders are directing consumers based on their research and experiences. Find out where people are talking about you and join in. Engage them. Invite feedback. Encourage interaction. Learn how to better provide what they really want, and adapt. And

NEARLY 32% OF bLOGGERS POST OPINIONS AbOUT PRODUCTS and sustaining loyalty. & bRANDS. THERE ARE OvER 200,000,000 bLOGS.9 Finally, consider the integration of complementary technologies that can help you interact
with your consumers, including mobile marketing and augmented reality marketing. Connecting with people on the go via mobile devices and delivering visually immersive 3-D experiences via web cam are just two examples of how marketers are infusing new technology into social media marketing plans for maximum engagement. When developing your strategy, consider how to supplement your efforts with some of the more dynamic digital tools now at our disposal. Be relevant and offer value this is how customer relationships are built and cemented in the physical world. And so it is the case in the great void of cyberspace. For more information about social media marketing, including industry-specific strategies and insights, or to discuss timely opportunities, email Plan b Advertising at justask@thisisplanb.com.

start thinking about innovative ways to connect with your customers toward creating

3.0 bIblIographY + socIal netWorkIng facts

3.1 other knoWn socIal netWorkIng facts:
Years to Reach 50 Million+ Users: Radio Tv Internet iPod Facebook iPhone applications 38 Years 13 Years 4 Years 3 Years Added 100 million users in less than 9 months 1 billion downloads in 9 months

COPING WITH SOCIAL MEDIA ANXIETY DISORDER (S.M.A.D.)

25% of search results for the Worlds Top 20 largest brands are links to user-generated content According to A.C. Nielsen, in 2009 Social Networks surpassed email to become the 4th most popular online activity. This is a list of Registered Users in the world via Alexa Traffic Details as of January 2010: MySpace Facebook Qzone Habbo Friendster hi5 Tagged Orkut Flixster Neglot 471 million 350 million 200 million 117 million 90 million 80 million 70 million 67 million 63 million 59 million LinkedIn MyLife Classmates.com bebo Odnoklassniki badoo Flickr Last.fm 53 million 51 million 50 million 40 million 40 million 37 million 32 million 30 million

statIstIcs on socIal medIa from socIalnomIcs: 3.2

1. 2. 3. 4. 5. 6. 7. 8. 9. http://www.merriam-webster.com/dictionary/GOOGLE http://www.techcrunch.com/2008/12/18/comscore-youtube-now-25percent-of-all-google-searches/ www.encyclopedia.com/doc/1G1-211159315.html www.facebook.com/press/info.php?statistics Marketing vox and Nielsen buzzMetrics SES Magazine June 8 page 24-25 http://socialnomics.net/2009/08/11/statistics-show-social-media-is-biggerthan-you-think/ http://blog.nielsen.com/nielsenwire/online.../twitters-tweet-smell-of-success/ http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumerstrust-real-friends-and-virtual-strangers-the-most/ http://www.slideshare.net/mickstravellin/universal-mccann-internationalsocial-media-research-wave-3