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An updated overview to social media from a very basic strategy approach.

An updated overview to social media from a very basic strategy approach.

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  • Well that’s a good question.Social media is a route to market and shouldn’t be viewed as a stand alone marketing activity. It can enhance existing strategies and it can be used as a main tactic for a particular campaign.And to answer the question, yes, social media is right for your business, and on so many different levels, BUT it depends on what platforms (and by platforms I mean the social networking sites themselves) are the better ones to use and how you choose to operate them
  • Some thought leader quotes on social media
  • Numerous networks. Many come and go but all must evolve to remain at the top. MySpace evolved, Bebo acquired, Delicious almost closed.Google+ now a huge contender with a critical mass. Mass retailers will have many profiles, niche businesses will need to be more focused and business to business will need to choose networks wisely.
  • There are many benefits to using social media.Application of Learning: Discussion the above and ask for further benefits from learners
  • There are many benefits to using social media.Application of Learning: Discussion the above and ask for further benefits from learners
  • Despite many public outcries against social media channels, the landscape itself is used positively. For companies it opens up a vast marketplace to be in touch with the customer and learn and grow from their open, honest feedback and merge with a two way communication process.Application of Learning: Discuss how social media sites are used to build trust between a brand and it’s customer base – stats chart here?1. Speak With a Human VoiceIf the tone of interaction is human, genuine and conversational there will be more engagement2. Personalize ItInvest the time and effort to learn a little about the person with whom you are talking (e.g. read their profile) and personalize your message where possible3. Keep It ProfessionalDialog should remain on a professional business level, connections are not your friends4. Mind Your MannersUse manners, be polite5. Listen And RespondRegardless of the quality of the commentary, your users’ comments must be heard and responded to in real time.6. Know Your AudienceDepending on the type of product or service you offer, your audience can be very narrow, very broad, or in between. If you have a video game product, for example, you may be hearing from both kids and their parents. The content and tone of your response should vary based on who it is you’re talking to.7. Offer Real ValueSocial media platforms aren’t designed for the hard sell. They are suited to building a community that is attracted to the real value you can offer in the form of helpful practical information, entertainment, saving time or money and genuine human interaction. Make it a user-centric experience.8. Act ImpeccablyYour social media reputation is built on trust and honesty. Do not create fake identities9. Don’t React EmotionallyTake the time to craft a thoughtful, diplomatic response that addresses the issues raised.10. Be PreemptiveEmploy all the available tools to monitor what is being said about your brand throughout the social media world. Be proactive about all comments
  • What do people use social media for?Engage – social and business interactionResearch – market, competitor, companySkillsMeasure and monitorGrowing awareness, introducing products and services, customer serviceIndustry knowledgePlus a whole lot more.Application of Learning: Ask for any more suggestions
  • So how do I go about using social media/Think about marketing in general. It’s about...People – your customersConnecting those customers, their needs and wants, with your products and servicesSocial media is a relationship marketing tool so really you would think it was the perfect route to market for any business.And it can be but you need to remember that social media is an form of digital marketing and with digital marketing, you need to understand how your customer uses technology – the internet, apps, mobileDO YOUR RESEARCH
  • Who are your customers? What is their buying behaviour, what are the demographics?And are your products and services suitable to being online?
  • Is your social media activity fit for purpose?Can customers find you?Do customers have a reason to stick around?
  • You need to be aware of the advantages and benefits of social media and hence the importance of developing a strategy from the off and why we focused so heavily on the strategy models during the first day. Time, money and policy are the big elements to be aware of with business.For example, if you decide to write a blog once a week, think about 3 specific keywords you can focus on to optimise your content. Maybe you wish to respond to all messages on your social media profiles within 2 hours so you will need to allocate this time, the personnel and ensure the content is available to meet those demands. 45% of organisations do not have a social media policy – hand out my basic one?Examples: Mumbai Shootings on Twitter, Universal Studios ‘Harry Potter’ campaign, Red Bull experience especially on Facebook, Starbucks customer service – Google these examples for information and ideas. Policies Before embarking on social media activity and especially if you are representing a large company or public sector organisation, a best practice policy needs to be in place. The policy should consider: Who is to represent the company and in what context – corporate, individual, multipleHow are they to interact – use of language, industry speakConfidentialityBrand guidelinesIntellectual propertyAssociated risks and appropriate contingency plans to counteract There should also be consideration as to how employees refer to employment outside of business hours and the use of social media at work. Perhaps add these to an employee manual, intranet site or monthly meeting handouts. 
  • Leverage, needs and wants, added value. How do customers use technology?
  • This should bring us to around 11.30 and a coffee breakMention the importance of monitoring and controlling campaigns to determine ROI and compare against objectives.This will not be focused on now but needs to be at the back of people’s minds as we go through the strategy content
  • This should bring us to around 11.30 and a coffee breakMention the importance of monitoring and controlling campaigns to determine ROI and compare against objectives.This will not be focused on now but needs to be at the back of people’s minds as we go through the strategy content
  • This should bring us to around 11.30 and a coffee breakMention the importance of monitoring and controlling campaigns to determine ROI and compare against objectives.This will not be focused on now but needs to be at the back of people’s minds as we go through the strategy content

Transcript

  • 1. Is Social Media right for your Business? Presented by Anna Woolliscroft
  • 2. What is Social Media? “Social Media is about sociology and psychology more than technology.” Brain Solis Principal of FutureWorks “Privacy is dead, and social media hold the smoking gun.” Pete Cashmore, Mashable CEO “Social networks aren’t about Web sites.They’re about experiences.” Mike DiLorenzo, NHL social media marketing director “The difference between PR and social media is that PR is about positioning, and social media is about becoming, being and improving.” Chris Brogan, author of “Trust Agents”
  • 3. Social Networks
  • 4. Types of Social Media?• Blogs HUB• Microblogs• Social networks• Photo sites• Bookmarking• News sharing• Multimedia• Location-based networks• Niche versus Mass
  • 5. Benefits• Free• Real Time• Monitor and Research• Brand Awareness• Customer Loyalty• Share• Business Growth• Customer Access• Reputation Management• Global Market Place• Production costs reduced
  • 6. Disadvantages• Free• Public• Real Time• Time• Customer is in control• Reputation Management• Global Market Place• What’s there is always there• Writer’s Block
  • 7. Social Media Landscape75% say their choice of retailer is influenced by what they read on social media sites56% avoid a particular company after reading a bad review. 52% declaring that they chose a particular retailer after reading good reviews Source: Tealeaf via Econsultancy Blog, October 2009
  • 8. Using Social Media
  • 9. How do I know Social Media is right for me?
  • 10. Are your Customers Online?
  • 11. Strategy SituationControl ObjectivesAction Strategy Tactics
  • 12. Resources
  • 13. Strategy•Listen - Research•Relevance - Content•Value - Multimedia•Engage - Relationship
  • 14. What we do online
  • 15. Monitor and Control
  • 16. Ideas Coca C a ol D l el Conver si ons C om Ser vi ce ust erC pany hi st or i an om Channel on Tw t t er iPhi l M ooney bl ogs I sl and on ‘Second about C oke Li f e’ col l ect i bl es Ji m y C m hoo A S SO Four squar e t o Bl ogs, Facebook l aunch new t r ai ner Shop r ange
  • 17. Thank You Anna Woolliscroft (Stand D12)Social Media Consultancy and Strategy Development Integrated Marketing Support BTEC in Social Media for Business