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The Power of Social Media
 

The Power of Social Media

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Slides from a short talk I gave at a Destination Belfast workshop organised by the Belfast City Council and aimed at local tourism champions.

Slides from a short talk I gave at a Destination Belfast workshop organised by the Belfast City Council and aimed at local tourism champions.

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    The Power of Social Media The Power of Social Media Presentation Transcript

    • The Power ofSocial MediaBarry AdamsDigital Services DirectorCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
    • What is ‘social media’? Wikipedia: “Social media includes web- and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.” Social media is about conversations online about shared interests & ideas.Copyright. All Rights Reserved Pierce Communications. 2012
    • The old model: BroadcastCopyright. All Rights Reserved Pierce Communications. 2012
    • The new model: ConversationCopyright. All Rights Reserved Pierce Communications. 2012
    • Real conversations with real people • People expect to be spoken to as if they are people • Impersonal & robotic corporate communication is unacceptableCopyright. All Rights Reserved Pierce Communications. 2012
    • Authentic tone of voice • Every company has a personality • That personality should power the engagement with people on social media • Stay true to your corporate personality ‘Fake’ personalities are easily spotted and ridiculedCopyright. All Rights Reserved Pierce Communications. 2012
    • The user is in control • Having conversations mean engaging with your users • Conversations happen on the user’s terms You are ‘intruding’ in their social space, so you need to make sure the conversation is worthwhile to have • The old adage ‘customer is king’ is 100% true On social media, the user is kingCopyright. All Rights Reserved Pierce Communications. 2012
    • So what’s in it for me? • Conversation – not broadcast • Be authentic and true to your corporate personality • It happens on the user’s terms So why would we do social media at all?Copyright. All Rights Reserved Pierce Communications. 2012
    • Because that’s where your customers are • Facebook: 900 million users 3.2 billion likes & comments every day On average users spend over 5 hours/month on FB • Twitter: 550 million users 4o0 million tweets a day • Others: LinkedIn: 150m users Google+: 170m usersCopyright. All Rights Reserved Pierce Communications. 2012
    • Be realistic • Social media are social spaces; Commercial messages are rarely welcome • Understand what each social media site is good at; Use what works for each specific platform • Establish clear goals & objectives; What is it you want to achieve? What platforms should you use for that?Copyright. All Rights Reserved Pierce Communications. 2012
    • Source: Go-Gulf.com, May 2012Copyright. All Rights Reserved Pierce Communications. 2012
    • Facebook • The biggest social network by far and the most mature platform for businesses; Facebook Pages Facebook Advertising • Highest engagement levels of all social media platforms More time spent on Facebook than on any other site.Copyright. All Rights Reserved Pierce Communications. 2012
    • Facebook Pages • A Facebook Page is the primary presence of a business on Facebook • All corporate activity on Facebook has to happen via its Page • On average only 16% of your page’s fans will see your post Solution: promoted post:Copyright. All Rights Reserved Pierce Communications. 2012
    • Copyright. All Rights Reserved Pierce Communications. 2012
    • Copyright. All Rights Reserved Pierce Communications. 2012
    • Facebook AdvertisingCopyright. All Rights Reserved Pierce Communications. 2012
    • Twitter • Used to send 140-character messages Very good engagement levels • Limited advertising opportunities Sponsored tweets are expensive Paid-for tweets by celebs need to be declared • Great viral potential Twitter Retweets are more powerful than FB likes Media pay more attention to what happens on TwitterCopyright. All Rights Reserved Pierce Communications. 2012
    • Twitter tools • Main Twitter account • Hashtags: #paralympics #justinbieber #followfriday • Following the right people • Engage with followers • Average half-life of a tweet: 18 minutes* * Source: http://www.seomoz.org/blog/when-is-my-tweets-prime-of-lifeCopyright. All Rights Reserved Pierce Communications. 2012
    • Copyright. All Rights Reserved Pierce Communications. 2012
    • LinkedIn • The most popular ‘business’ social network Users create profiles which are more or less extended CVs Connect with (former) colleagues & business associates Share updates Get recommendations & recommend others • 150m users (May ‘12) • Primarily used for business networking Groups Events • A popular tool for recruitersCopyright. All Rights Reserved Pierce Communications. 2012
    • LinkedIn for business • Company page Showcase products & services Add employees Post updates Advertise jobs Get recommendations • Advertising Targeted adsCopyright. All Rights Reserved Pierce Communications. 2012
    • Pinterest • Social image/video sharing network You can upload (‘pin’) photos & videos Like & Re-pin others Comment on pins • 23 million users (Aug ‘12) 97% are femaleCopyright. All Rights Reserved Pierce Communications. 2012
    • Four Steps to a Successful Social Media Strategy 1. Set goals & objectives 2. Define your audience 3. Create engaging content 4. Measure & analyseCopyright. All Rights Reserved Pierce Communications. 2012
    • Questions?badams@piercecommunications.co.ukhttp://www.piercecommunications.co.ukCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012