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SOCIAL MEDIA

Twitter, YouTube, Facebook,


MySpace and LinkedIn —
DEMYSTIFIED Ted Janusz

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average American
Did You Realize these Stats?:
• Nearly 247 million Americans are
now Internet users – that’s 73 percent The
of the population.
• 43 percent of online consumers belong
to a social network. adult has a direct sphere of
52 people.
• 74 percent of social network users send
messages to their friends as part of their
daily routines.
influence of
• 87 percent of parents of teenagers are
online.
• 96 percent of Generation Y participates
in social media? the number of contacts you have in your e-mail And which are customers likely to spread
address book or the number of friends you may about your parking facility, good news or
Why Social Networking Matters have on Facebook. I’ll bet the number is even bad news?
Department store magnate John Wanamaker greater than 52. Your average satisfied customer will tell five
once said, “Fifty percent of my advertising In addition, if you are an average adult, you to eight others. Your average upset customer (if
dollars are wasted. The problem is, I don’t know know 400 people — people you went to school you have any) will tell ten to 16. In fact, one in
which fifty percent.” with, work with or you know socially. If you five will tell 20 others how angry you have
But there is one form of marketing that assume that each of those 400 people knows made them, and Web 2.0 now makes it easier
always works – personal recommendations. 400 others (of course, there would be some and faster for them to do so.
Eighty percent of all purchases are not based on overlap, but let’s keep it simple), you now have
full-page newspaper ads, but rather on word-of- an immediate network of 160,000 people. And Introducing Web 2.0
mouth advertising. And here is why: if you assume that each of those 160,000 Twitter, YouTube, Facebook, MySpace and
The average American adult has a direct people know 400, well, you are up to 1/3 of the LinkedIn are five applications we will discuss in
sphere of influence of 52 people. Think about U.S. adult population. this article that are components of Web 2.0, a

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popular term for Internet applications in which on their profile, or vice-versa. The only rule is that To see how you can use Twitter to
the users are actively engaged in creating and each tweet can be no longer than 140 characters.” promote your parking organization, please visit
distributing Web content. This is fine, but what is the business application www.business.twitter.com/twitter101.
Web 1.0 probably consisted of the Web sites of Twitter? To follow in real time what people are saying
you saw back in the late 1990s, which were about you and your parking facility on Twitter,
nothing more than fancy electronic brochures. The University of Oklahoma uses a Twitter feed type in your search words at www.search.twitter.com.
Web 1.5 would have been something like for several reasons:
Amazon or eBay, sites on which one could buy, • Identify the best places on campus to park. Top Web Sites
sell and leave reviews. What Web 3.0 will look • Provide information on lot closures due According to Google Trends, four of the top
like is anybody’s guess! to construction. Web sites in the United States are:
Let’s look specifically at the five Web 2.0 • Answer parking questions from the • MySpace
applications previously mentioned. campus community in real time. • YouTube
• Google
Tweet, Tweet A typical post from the university’s parking • Facebook
According a recent LinkedIn Research Net- staff: “Good Monday morning, drivers! You’ll
work/Harris Poll, 69 percent of Americans do find open spaces (175) in the Asp Avenue MySpace
not know enough about Twitter to even have garage and 150 in the Elm Avenue garage.” Tom Anderson and Chris DeWolfe designed a
an opinion. The University of California at Irvine, Georgia Web site to provide a service at no charge to
“Twitter is like text messaging, only you can State, and Texas A&M are just a few of the regular people looking for a way to connect with
also do it from the Web,” explains Dan Tynan, other universities that use Twitter to provide up- others having similar likes and dislikes. MySpace
the author of the Tynan on Tech blog. “Instead to-the-minute information on parking conditions. was initially popular with bands, who didn’t want
of sending a message to just one person, you To get a quick introduction to Twitter, you to go through the hassle of creating and main-
can send it to thousands of people at once. You can access an online guide from Tony Hsieh, taining a Web site, but sought a way to distribute
can choose to follow anyone’s update (called the founder of the online shoe store Zappos and their music, photographs, videos and other
“tweets”) simply by clicking the Follow button a Twitter evangelist, at www.twitter.zappos.com/start. information to their fans and would-be fans.

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But people don’t connect with you
because you are promoting
yourself to them. People connect with
you because you are informing them.

YouTube Nobody will view it. To be noticed by the for the first time surpassed MySpace in the
YouTube was started by three former employees younger audience you are trying to attract on number of users in the United States.
of PayPal, and then sold to Google about a year YouTube, be sure to be humorous, offbeat or Facebook has been able to overtake
later for $1.65 billion dollars. very personal. MySpace as the number one social networking
Unlike the other Web sites we discuss here site in the world because it no longer has the
that allow for the posting of words and photos, And take good care of your customers. What stigma that it is “just for high school or college
YouTube is the number one video-sharing Web kind of damage do you think United Airlines’ students.” Anyone may now join Facebook.
site. Best of all, you can post your video on the customer Dave Carroll has done with his The fastest growing segment of users of
site for free. A simple Flip video camera humorous little video “United Breaks Guitars” Facebook is now neither high school nor college
(priced at under $150 on Amazon.com) can do on YouTube? So far the video has nearly 10 students, but rather females age 55-65. Why?
the trick for you. million views from around the world. With the rest of their family on Facebook (the
What is the business application of YouTube? average user spends an hour a day on the site),
Let’s examine three successful examples: Google it’s the best way for them to keep up with the
• Fast Pass – Parking officials at the University Rather than using the Yellow Pages, 97 percent stories and the photos of their children and
of Texas at San Antonio have posted of consumers now use the Internet to shop locally. grandchildren!
a short video promoting Fast Pass, a Ninety percent of these searches start with a
pre-loaded debit card. search engine. According to “Social Media Revolution,”
• Blendtec – A Utah-based manufacturer of Consumers use Google, the most popular here is the number of years it took each of the
blenders, armed with a total marketing search engine with over a 70 percent market following to reach 50 million users:
budget of $50, decided to post a series of share, over a billion times each day. To make • Radio – 38 years
videos entitled “Will it Blend?” In these sure that your parking facility has a presence • Television – 13 years
videos the company attempted to pulverize there, register for a free Google Places listing at • The Internet – 4 years
items such as golf balls and iPods. The first www.google.com/places. • iPod – 3 years
eight episodes resulted in three million
downloads in a week. Even better for Facebook Facebook has added 100 million users — in the
Blendtec, they sold out of the $600 blender Facebook was originally created by Mark last nine months!
— in the first 24 hours. Zuckerberg, intended for use by his fellow stu- According to the Facebook Global Monitor,
• Diet Coke + Mentos – Check out the dents at Harvard University as “The Facebook.” here is a listing of the percent of a country’s
geysers this combination creates! While It was meant to be an online replacement of the citizens (not just the percent of those citizens
Cocoa-Cola stayed away from promoting book one receives as a freshman when entering who are online) who currently maintain a
this phenomenon (perhaps out of fear of a college or university containing photos and profile on Facebook:
litigation), Perfetti (the maker of Mentos) other information about incoming freshman • Iceland - 53 percent
jumped in with both feet, posting both a classmates. Within 30 days, about half of the • Norway - 46 percent
large link to YouTube on its Web site and students of Harvard had a profile on the site. • Canada - 42 percent
sponsoring its own contest. In the process, Facebook soon spread to other Boston area • Hong Kong - 40.5 percent
they sold a lot of mints. colleges. Presently, approximately 85 percent of • United Kingdom - 40 percent
all college students have a profile on Facebook. • United States - 35.5 percent
The key to business success on YouTube: • Chile - 35 percent
Do not post a video of someone from your Why does Facebook matter? • Israel - 32.5 percent
department in a head shot saying blah-blah-blah. According to ComScore, in May 2009, Facebook • Bahamas - 30.5 percent

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Why has social networking, especially To create a page for your parking facility on profile and network with its more than 75
Facebook, become so popular? Facebook (which is free), first register for a million members in 200 countries. Members
Social networking allows so much more than Facebook profile. include executives from all Fortune 500 companies.
e-mail or text messaging. In addition to writing To quickly get started on Facebook, view the LinkedIn has the oldest, and wealthiest, users
on someone else’s “wall,” Facebook allows for instructional video at www.eightoclock.com. of the major social networking sites:
the sharing of photographs and videos. Facebook • Average age – 41
is the number one photo-sharing site on the The Differences Among the Popular • Six-figure household income
Internet, with 2.5 billion photos uploaded to the Social Networking Sites • Two-thirds are male
site each month. At a glance, you can see and MySpace is a social networking site for bands; • Four-fifths have college degrees
read what all of your “friends” are up to. And and other music and entertainment.
because you choose your friends on Facebook, Facebook is a site at which you can “poke” your Four Quick Ways to Maximize Your
you can virtually eliminate spam, and spam friends, play games, and post photos on your Participation on LinkedIn
composes up to 90 percent of all e-mail. profile and comments on your friends’ “walls.” A question I often get asked in my conference
LinkedIn, on the other hand, is like the presentations is, “I’ve signed up on LinkedIn.
What is the business application of Facebook? corporate boardroom. No fun and games here, What’s next?”
People have a “profile” on Facebook, whereas a this site means serious business. It was the Though LinkedIn does not come with a
business has a “page.” last major social networking site to allow user’s manual, you don’t need to be a computer
You and I can have “friends” on Facebook, photographs. Even now, each LinkedIn user whiz to derive immediate benefits from
while a business has “fans.” Over 1.6 million exhibits only one. the site.
businesses now have Facebook pages. Here are four quick and easy ways to maximize
For example, Seton Hall University and LinkedIn your participation on LinkedIn:
Rutgers University have parking-specific LinkedIn is a professional contact database
Facebook pages with updates on parking and launched in May 2003 by Reid Hoffman, 1) Groups – To network with as many people as
other transportation services. formerly of PayPal. Its members can create a you can, join as many relevant groups as you can.

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For instance, I have joined alumni groups for the the More link at the top of the screen, and 4) People – By clicking on the Advanced link
three colleges I attended, for the current and former then Companies. at the top right of the screen, just to the right of
companies for which I have worked, and for my I did that, then entered the keywords “Proctor the magnifying glass icon, you can search for
business interests (such as “keynote speakers”). & Gamble” and clicked the Search button. LinkedIn members by criteria such as name,
You may want to join the over 500 members Under the company profile, I noticed that a 2nd company, location, school attended, or title.
of the International Parking Institute group. degree contact was listed, along with the name You might be interested in approaching all
This group consists of the members and friends of my direct contact who knows her. Using CEOs in the area to offer your services. You could
of the International Parking Institute. LinkedIn, I could then request an introduction then do a keyword search on the Title of “CEO”
You may never know when these people through my direct contact. You could then look to see who was a direct
could help you, or more importantly, when you Also are listed 22,100 current P&G employees or even a 2nd degree contact. (A 2nd degree
may be able to help them. who I am related to through one or more of my contact is a direct contact of one of your
To get started, simply click the Groups link Groups. (Now you see the benefit of taking connections on LinkedIn.)
at the top of the screen. action under Step 1, Groups, above.) On a 2nd degree contact’s profile, you could
To get started, click at the top of the screen click the “Get introduced through a connection”
on More and then Companies. link. This will send an e-mail both to your
connection and the 2nd degree contact.
3) Answers – Here you might be able to assist On average, you will get a positive response
a fellow LinkedIn member. For example, a from one or both of the contacts about 70
current question is: When selecting a destina- percent of the time. That percentage is a lot
tion; meeting venue; transportation; or higher than if you tried to cold call the 2nd
other product/service provider, what are the degree contact on your own.
key areas that influence your decision? I currently have 205 connections. LinkedIn
Perhaps you are the one who could assist this tells me that I have more than 3.5 million
LinkedIn member by clicking the Answer LinkedIn users that I can contact through an
2) Companies – Let’s say you have been trying button. Even better, you might be able to click introduction from these connections.
to get into Procter & Gamble to offer your the Suggest an Expert button. To begin to build your connections, simply
services. With a multinational corporation To begin, click at the top of the screen on click the green Add Connections link at the
like that, where do you even start? Click on More and then Answers. top right of your screen.

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99 Percent Information and
One Percent Promotion
“The key to social networking tools is to have
lots of connections,” says Guy Kawasaki, the
original Macintosh evangelist. “It’s a numbers
game. The more people who are connected to
you, the more opportunities you have.
But people don’t connect with you because
you are promoting yourself to them. People
connect with you because you are informing them.”
Kawasaki concludes by saying, “You need to be
informing people 99 percent of the time and then 1
percent of the time you can promote your business.”

The New Free TV or Newspaper? On the other hand, if you can use social networking visitors. Your customers on average
In my conference presentations, attendees often networking sites as ways to connect to real are subjected to 1,500 to 5,000 advertising impres-
ask me, “Give me the bottom line, how can I use people, just for that sake alone, not because you sions each day. (Just walk into your neighborhood
social networking sites to make money?” want to sell anything, then it’s a great way to superstore!) Since they have successfully learned
There is a danger for businesses to view the social spend a half hour a day.” how to block most of these interruptions, your
networking sites as the new television or newspaper, Godin concludes, “And what we are finding, clients are six times more likely to read an article
but on which a business can advertise for free. as a by-product of that … yes, in fact, your from you than an advertisement. n
“If you are going to go there, you had better go business will do better, because you are a trusted
for the right reasons,” says Seth Godin, author of member of the community. Not because you Ted Janusz is a professional speaker, author
the best-selling book on marketing, “Purple Cow.” are trying to sell stuff.” and marketing consultant and will be speaking
“And if your reason is to sell more stuff, please Successful marketing using any of the Web 2.0 at the 2011 IPI Conference & Expo in May in
don’t bother. It’s not going to work. People don’t applications means an ad cannot look like an ad or Pittsburgh. He can be reached at ted@januspre-
care about you. They just don’t. else it will be rejected immediately by the social sentations.com or 614.440.7487.

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