Social media for rising starsPresentation Transcript
Welcome to Weetwood
Aim of the day: This morning is about creating shared understanding of social media, and looking at the role of creating content for building relationship capital and driving sales Relationship Capital is about proving expertise and longevity, and building confidence and trust in your service and in the results you provide.
Aim of the day: This afternoon will be about practically applying that knowledge to your profiles, and then using social networks to market them. Along the way we will introduce tips and tricks for individual networks, and answer your burning questions about social media, and how it applies to you and your business
Table Exercise: Why are we here?10 minutes to answer the question in theenvelope, then report back to the group.
What’s social about social media?
Why Social Media? “It’s not the strongest of our species who survives, or the most intelligent, but the one who is most responsive to change.” Charles Darwin
What is Social Media? “In an affluent society, we value our time and our money, so before we invest either of them in a purchase or an activity, we want to know if it is worthwhile. To figure that out, we turn to other people, listening to their advice and observing their behaviour.” Craig McMurty Microsoft Developers Weblog
What is Social Media?SOCIAL = anyone (& everyone) can have their sayMEDIA = they can say it any way they want to
“I put it up that night, and before I went to bed I had six hits,and I was pretty impressed with that at the time . . . .” Dave Carroll On CNN
Charmin Ultra Strong’s brand message: “Charmin Ultra Strong toilet paper is more durable than the ultra rippled brand, so you can count on a clean with fewer pieces left behind.”
Actual facebook status update & ensuingconversation:
Which message carries the most weightwith parents? facebook conversation observed by 655 people – the total number of “friends”. If each passes it on to the average of 132 friends . . 86,460 people have developed their own brand awareness of Charmin. Will they ever visit the website?
Traditional AdvertisingSarnoff’s LawA network with 100 people is 10times as valuable as a networkwith 10 people.
Web-based AdvertisingMetcalfe’s LawA network with 100 people isroughly a 1000 times asvaluable as a network with 10people.
Social Media MarketingReed’s LawCompared with a network of 10people, a network with 100people is worth 2 raised to thepower of 90.
Social Media MarketingBeckstrom’s Law“The value of a network equals the net value added to eachuser’s transactions conducted through that network, summedover all users.”
Social Media MarketingBeckstrom’s Law In English . . . .“The more people you connect to, and the more yourcontributions add value, the more valuable the networkbecomes.”
CASE STUDY: West Café, Oregon
West Café Five-Point Plan1. $10 Bail-out Menu2. Dow Drinks Deals3. “Let them eat cake” – mini cup cake give-away4. Election-night Extravanganza5. Bootleg Bash – “party like it’s 1929” Price, Place, Product, Promotion
West Café Results – online visibility1. Web site traffic up 500% from September to March2. Page views increased 300%3. Time on site increased 25%4. Traffic from Search Engines increased from 42% to 70%5. Number of indexed pages up from 27 to over 100
West Café Results – Press Coverage
West Café Results – Press Coverage
West Café Results – Sales RevenueUsing September as the baseline: October +12% November +32% December +26% January +25% February +34% March +20%
Are you REACHing your customers?
Individual Exercise: Where are we now?Take 10 minutes to review your currentonline presence
A Quick Word about Google Search Engines exist to help you find the most up-to-date, reliable information. Based on: 1. Keywords 2. Content Velocity 3. Social Connectivity
The REACH Model
reach engage amplify convert hold
reach engage amplify convert hold reach How many people receive our message? engage How many people talk to us? amplify How many people talk about us? convert How many people buy? hold How many people come again?
What’s social about Social Media? The aim is to get trusted referrals . . . from people who authentically evangelise your product or service for you. Steve Holzner “Facebook Marketing”
Where are these influencers?
WHO are these influencers? People just like you.
When do they influence? o 75% of social networkers access their networks from their mobile devices o More than 250 million people access Facebook through mobile o Half of UK population is on Facebook o A fifth of them have it open permanently.
What social networks should we use?o Ask your customers what networks they are on: o Email address o Twitter ID o Facebook “vanity” URL o Foursquare ID o Ask them if they use QYPE, Yelp, etc.
Six Questions . . .
Six Questions1. How much time will it take?
Six Questions1. How much time will it take?How much is mytime worth?
Six Questions1. How much time will it take?Where can Ifind time?
Six Questions2. What will we say?
Six Questions2. What will we say?What doesour audiencewant to hear?
Six Questions3. How will we know it’s working?
Six Questions3. How will we know it’s working?How do youmeasure success?
Six Questions4. Do we need to re-do the website?
Six Questions4. Do we need to re-do the website?Is it working?Can we change it frequently?Where else can members find us?
Six Questions 5. What social networks should we use?
Six Questions 5. What social networks should we use? Which ones work for you now?
Six Questions6. Can someone else do it for us?
Six Questions6. Can someone else do it for us?Is it cheaperto outsource?Can we mobilisemembers?