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Optimizing social media for business

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Outlines social media best practices that can be adopted by businesses by looking at case studies of McDonalds, Jeep and EMC have engaged in the social space.

Outlines social media best practices that can be adopted by businesses by looking at case studies of McDonalds, Jeep and EMC have engaged in the social space.

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Optimizing social media for business Optimizing social media for business Presentation Transcript

  • Social Media Marketing Optimizing Social Media for Business November 16, 2010
  • SOCIAL MEDIA FOR BUSINESSES • Social Media allows firms to connect, learn, and interact with individuals or groups that have an interest in information around the firm’s business i.e. the industry, products, services, news, trends etc. through online social mediums (e.g. Facebook, Twitter etc.). • 3 key benefits of Social Media: • Listen to the Social Voice: Direct contact with your audience (i.e. customers, prospects, partners etc.) provides an incredible opportunity to listen and hear what they are saying about your business. • Maximize your Online Reach: Multiple platforms (i.e. Facebook, Twitter etc.) to publish information can help maximize reach to your key constituents, deliver pertinent information and increase “findability” for your users. Optimize your Network Power: Information regarding your social constituents (their behavior, connections, groups, influences, and patterns) can reveal highly relevant detail, applicable to your operational and marketing strategy. November 16, 2010 © Ayantek, LLC Confidential 2
  • CASE STUDIES • With an organized social presence, companies can maximize their reach and directly target to these individuals and/or groups • A number of businesses are trying to figure out the most effective means to maximize their social media investments • This presentation illustrates a few case-studies of firms in the B2C or B2B space and how they are leveraging and utilizing social media for their business. McDonalds: B2C firm in the food industry with a wide audience Jeep: B2C firm in the automotive industry with passionate audience EMC: Fortune 1000 B2B firm in the high tech industry November 16, 2010 © Ayantek, LLC Confidential 3
  • SOCIAL MEDIA PLATFORMS • Facebook Over 500 Million active users Tops Google for weekly traffic Added 200 Million users in one year • Twitter 140 character casual updates to your audience Nearly 50 Million “tweets” a day! • LinkedIn Over 75 Million Professionals Networking and sharing ideas and information • Other 3rd party social media sites Youtube, Flickr, Delicious, Reddit, Meetup etc. • Generic social media platforms Blogs, Wikis, Forums, Discussion Groups November 16, 2010 © Ayantek, LLC Confidential 4
  • How McDonald’s Uses Social Media November 16, 2010 November 16, 2010 5
  • McDonald’s • McDonald’s is an international corporation that has 32,478 restaurants in 117 different countries. • McDonald’s uses social media to communicate company news and interact with consumers. • Social Platform Activity Facebook business page Twitter account Flickr Gallery Company Blog November 16, 2010 © Ayantek, LLC Confidential 6
  • McDonald’s: Facebook • 3,800,417 Fans • Content on Facebook Upcoming events News updates Restaurant Finder App Playing Monopoly Information about menu items (McCafé, Burgers etc.) Advertisement Videos Supported charities November 16, 2010 © Ayantek, LLC Confidential 7
  • McDonald’s: Twitter • 55,391 Followers • Content on Twitter Twitter Team that consists of Customer Satisfaction members Updates & Information Customer Service Feedback and Questions from McDonald’s content consumers November 16, 2010 © Ayantek, LLC Confidential 8
  • McDonald’s: Flickr • Content on Flickr Company photographs Visual media that documents a behind the scenes glimpse at how McDonald’s is involved in worldwide events Involvement in the 2010 Winter Olympics and FIFA World Cup is showcased November 16, 2010 © Ayantek, LLC Confidential 9
  • McDonald’s: Company Blog McDonald’s Company Blog is devoted to their corporate responsibility. Here, stakeholder questions are answered, as well as topics regarding their industry. Vice President, Bob Langert, and other staff members contribute to the Blog, so their content consumers stay informed on company related topics. November 16, 2010 © Ayantek, LLC Confidential 10
  • How Jeep Uses Social Media November 16, 2010 November 16, 2010 11
  • Jeep • Jeep is a brand owned by the Chrysler Group and the brand itself has a long history that began in 1941. Jeep uses social media, not only to promote its latest SUV and Crossover models, but also to interact and form an online community. • Jeep’s approach to social media marketing has a focus on its content consumers sharing their Jeep experiences and interacting with the company on these networks. • Social Platform Activity Facebook Business Page Twitter Account YouTube Channel Flickr Gallery The Jeep Community November 16, 2010 © Ayantek, LLC Confidential 12
  • Jeep: Facebook • 667,179 Fans • Content on Facebook Upcoming Events News Updates Customer Uploads Photos Videos Comments November 16, 2010 © Ayantek, LLC Confidential 13
  • Jeep: Twitter • 11,834 Followers • Content on Twitter Company and product information Reviews and product evaluations from critics Interaction and Feedback Links to the customer ‘Pic of the Day’ November 16, 2010 © Ayantek, LLC Confidential 14
  • Jeep: YouTube • Content on YouTube Company videos about their products and capabilities Advertisements and commercials Vintage videos November 16, 2010 © Ayantek, LLC Confidential 15
  • Jeep: Flickr • 1,526 Members • Content on Flickr Customer photos of their experiences Company photos Active discussion board November 16, 2010 © Ayantek, LLC Confidential 16
  • Jeep: The Jeep Community • The Jeep Community • Interactive company site that highlights their online social networks Showcases the company’s favorite content consumer uploads Feature videos from YouTube Chosen photos from their Flickr group November 16, 2010 © Ayantek, LLC Confidential 17
  • How EMC2 Uses Social Media November 16, 2010 November 16, 2010 18
  • EMC • EMC is a worldwide corporation that specializes in technologies and organization for information management. • EMC uses social media to communicate their ideas, thought leadership, and news regarding their company and industry. • Social Platform Activity Facebook Business Page Twitter Account YouTube Channel Flickr Gallery LinkedIn Page November 16, 2010 © Ayantek, LLC Confidential 19
  • EMC • EMC’s Website provides a home base for their social media sites so the visitors of their website can easily access separate content that the company provides November 16, 2010 © Ayantek, LLC Confidential 20
  • EMC: Facebook • 4,743 Fans (EMC Corp) • Facebook Content Multiple pages devoted to various divisions of the corporation Linked together through tabs and events through the pages’ news feeds Chosen photos from their Flickr group November 16, 2010 © Ayantek, LLC Confidential 21
  • EMC: Twitter • 6,311 Followers (EMC Corp) • Twitter Content Multiple Twitter Feeds Company and industry news Focuses on thought leadership and events, than product and service promotion and information November 16, 2010 © Ayantek, LLC Confidential 22
  • EMC: YouTube • Content on YouTube Company playlists Interviews Demos Product & Solution Testimonials EMC Fun Capturing the lighter side of the company November 16, 2010 © Ayantek, LLC Confidential 23
  • EMC: Flickr • Content on Flickr Photo Galleries Conferences Events Staff Favorite EMC photos from other Flickr members November 16, 2010 © Ayantek, LLC Confidential 24
  • EMC: LinkedIn EMC2 has a network on LinkedIn where employees can interact with one another and share ideas and news on their company and industry with one another and also anyone who has a LinkedIn account. November 16, 2010 © Ayantek, LLC Confidential 25
  • Conclusion November 16, 2010 November 16, 2010 26
  • CONCLUSION • McDonald’s, Jeep and EMC represent three very different companies that all have an extensive appearance in the social media environment. • These examples were chosen because every business is unique, but every business can utilize the components that social media has created. • Even though the three companies are remarkably different, all three provide knowledge about the company so their content consumers have a better sense of what the company entails. November 16, 2010 © Ayantek, LLC Confidential 27
  • CONCLUSION • As a restaurant, McDonald’s publicizes their menu items and promotes their new and seasonal items to their content consumers. • As an automotive manufacturer, Jeep advertises their current models and upcoming releases; Jeep also emphasizes that they have a solid community by interacting with their online network through their various social media outlets. • As a knowledge based corporation, EMC uses their social media presence to display their involvement in local and global events, and share information regarding advances within their corporation and the industry through articles and multimedia. November 16, 2010 © Ayantek, LLC Confidential 28
  • CONCLUSION • Social Media allows companies to share and inform content consumers using different forms of multimedia • When considering a Social Media presence: Understand your audience Know where your audience is Design a strategy Plan what types of content to share More is more, in terms of content amount Interact with your content consumers November 16, 2010 © Ayantek, LLC Confidential 29
  • ADDITIONAL SITES & INFORMATION • Facebook Pages • Twitter For Business • LinkedIn • Flickr • YouTube November 16, 2010 © Ayantek, LLC Confidential 30