Social Media Introduction
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Social Media Introduction

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This is a presentation from our recent workshop here at Essential Communications. This presentaion provides an outline of social media, from platforms to engagement.

This is a presentation from our recent workshop here at Essential Communications. This presentaion provides an outline of social media, from platforms to engagement.

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    Social Media Introduction Social Media Introduction Presentation Transcript

    • 72% of IT decision makers will refer to some form of social media during their decision making process!
    • Social Media Marketing Workshop
      Felix HemsleySocial Media Marketing Manager
    • Contents
      • Who am I
      • Who are Essential & How Social are we
      • What is Social Media
      • What Social Media Isn’t
      • Why Adopt Social Media
      • Trends & Statistics
      • The Social Media Landscape & Platforms
      • Case Studies - Dell Hell & Ash Airlines
      • Organisational Infrastructure
      • Social Media Guidelines
      • Engagement & Partnerships
      • Ethics & Etiquette
      • Applications
      • Metrics and Monitoring
      • How this is all Changing the Marketing Model
      • Key Take-outs
    • Who am I
      • Felix Hemsley – Social Media Marketing Manager at Essential Communications
      • Experience :
      • Digital search marketing account manager working with B2C clients including Comet, Argos, Hallmark, RackSpace, Play.com...
      • Word of mouth account manager working with Nokia, Toshiba, 3Mobile, STA Travel, Charities...
      • Social Presences:
      • Twitter - @felixhemsley
      • Facebook
      • LinkedIn - http://uk.linkedin.com/in/felixhemsley
      • Wordpress – www.socialmogul.co.uk
    • Who are Essential?
      • Essential Communications is a Marketing an PR agency, specialising in the technology and it markets
      • Founded by Sam Rudland in 2002, Essential has grown to a team of 16 skilled marketeers
      • Working across both traditional and new media channels, from Social Media and Web Design to Direct Mail and Events
      • Where to find us:
      • www.essential-communications.com
      • www.twitter.com/EssentialComs
      • http://www.the-essential-blog.com/
    • What is Social Media
      • A leveraging of web 2.0 technologies which enable collaborations online
      • Enabling everyone online to have a voice and engage in conversations which matter to them
      • Extends beyond textual conversations, and includes social gaming, social documents, social editing, voice, video...
      • Social Media brings people with shared interests together into groups online to; share, recommend and direct others
      • As varied as the people who participate, from Gamers to Lawyers and Marketeers to Sportsmen
      • Above all, Social Media is comprised of multiple platforms including but by no means limited to; Facebook, Twitter, LinkedIn, Ning, Forums, Blogs, YouTube, Vimeo, MetaCafe, Wikipedia, Yelp, Flickr...
    • What Social Media Isn’t
      • A platform on which all web 2.0 content lives and breathes, it’s an umbrella term for web based conversational technologies
      • An arena for broadcast of messages
      • A quick win opportunity which can be turned on an off as needed, it requires attention and a long term view
      • A stand alone tactic which can support campaigns on its own
      • A place to hide behind banners and corporate jargon, openness and honesty are key
      • An experiment which may or may not work
      • Closed off into locked-down silos, it’s about creating opportunities for conversation and collaboration
      • A replacement for traditional marketing tactics
      • Most importantly however, Social Media isn’t something to be afraid of...!
    • Why Adopt Social Media
      • Social Media has empowered the consumer/buyer to level never before seen, giving them the authority to define your brand/product perceptions online
      • You no longer control how your reputation is portrayed in the digital space, but you can help to guide it with the correct interactions in social media
      • Many brands have reaped the rewards of well thought out social media strategies, building their brand advocacy online through focused initiatives and leveraging of technologies
      • Social media is increasingly becoming a channel used by decision makers to help them identify the correct solution to their problems. In some cases such as I.T. 50% of these decision makers are referring to YouTube for guidance and opinions!
      • With over 1000 marketing messages bombarding each and every one of us each and every day, traditional techniques need to be adjusted to meet new decision maker processes.
      “Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” – Seth Godin
    • Trends and Statistics
    • Platforms, Trends & Statistics
      78% of the total UK online population now belong a social network
      • Facebook.com 23.9 million users
      • Twitter 2.7 million users
      • Bebo.com 8.5 million users
      • Windows Live profile 6.9 million users
      • MySpace 6.5 million users
    • 22 hours of video are uploaded to YouTube every minute
      Source: YouTube ‘10
    • It would take over 400 years to watch all the videos on YouTube
      ...but you couldn’t keep up even from today!
    • Social media platforms account for
      almost 15% of all internet usage time.
      Source: Cone, Business in Social Media Study Sept ‘08
    • There are Over 50 Million Tweets Per Day Between the 58 Million Registered Users
      Tweet
      Source: Twitter ‘10
    • 47% of IT professionals watch videos to research technology solutions on YouTube, 25% of C-level executives prefer video over text.
      1.5million business searches daily on YouTube globally.
      Source: Tech Target ’09 & Google, Forbes, B2B June 2009
    • When ‘Search’ is being used for decision making processes, social media content is THE MOST respected and trusted during the early awareness stages.
      Source: Forrester Social Media Study ‘09
    • 95% of Social Media users believe a
      company should have a presence in social media…
      …and 85% believe they should be there to interact with its customers!
      Source: Cone, Business in Social Media Study Sept ‘08
    • Currently, only 33% of businesses have a social media strategy in place.
      77% of businesses are not yet engaging with their customers via their social media channels!
      Source: Cone, Business in Social Media Study Sept ‘08
    • But remember:
      Social Media is not a quick fix,
      is not always the answer and not always appropriate!
    • Platforms
    • The Social Media Landscape
      Image Source: The conversation prism image by Brian Solis & JESS3
    • Blogs
    • Micro-Blogs
    • Forums
    • Media Sharing
    • Asset Sharing
    • Case Studies
    • The Do’s and Don’ts – Dell Hell
      Dell Hell – Jeff Jarvis:
      • In 2005, Jeff Jarvis wrote a blog post titled “Dell lies. Dell sucks”
      • All Jeff wanted to do was warn other consumers by sharing his experience
      • Scores of people left comments and linked to the blog as he wrote of his ever lengthening saga
      • Having paid for home service, Jeff was dismayed at having his machine repaired and still not working
      • Further emails and blog posts went un-noticed by Dell
    • The Do’s and Don’ts – Dell Hell
      Dell Hell – Jeff Jarvis:
      • Jeff emailed the US VP and Chief Marketing Officer in a final attempt to resolve this issue
      • Finally he received a call from Dell offering him a new machine, he declined and asked for a refund and has happily been using Macs ever since!
      “I told the nice lady that I was in the store right then getting ready to buy an Apple”
      http://www.buzzmachine.com/archives/2005_06_30.html
    • The Do’s and Don’ts – Dell Hell
      The Result:
      • Dell's customer satisfaction rating, market share, and share price in the US all shrank
      • Dell adopted a new approach, stating that they would contact customers who blog about complaints or issues
      • Dell have considered the best way to engage with influential bloggers to ensure that brand issues are resolved as early as possible in future.
    • The Do’s and Don’ts – Ash Airlines
      • Airlines unexpectedly grounded, leaving passengers everywhere stranded
      • This presented a great opportunity to participate in conversations, informing customers
      • People collaborated to find solutions to their problems using social network, twitter. However whilst they were collaborating, airlines were ignoring!
      • Perceived inconvenience soon turned to frustration…
      • Many airlines adopted social media instantly, leveraging existing channels in the space to act as news feeds for passengers, though many sat by the wayside blissfully unaware or the repercussions
      • For those not participating and helping, the damage to their brand may be much longer standing than expected!
    • Approach
    • Internal Organisational Infrastructure
      With social media moving so quickly and with issues needing attention as soon as they occur, structure and ownership are of great importance in an organisation.
      Whether managed internally or outsources, the integrated nature of social media requires individuals from all sides to be involved.
      Consistency is key here, as is openness:
      • Identify a core individual who acts as the social media advocate for the organization and the primary ‘face’
      • Copy writing is at the heart of this medium, so make sure literacy is a core attribute
      • Each discipline within an organization needs to be onboard – Support, Sales, Procurement, PMs….identify a willing rep from those areas.
    • Social Media Guidelines
      Your employees are what make up your company, they are the voices and the advocates for what you do.
      However sometimes illogical or ill thought out actions can lead to brand issues. The best way to avoid such circumstances and to have authority over their activity is to produce detailed social media guidelines.
      Built with 3 underlying themes, social media guidelines set out to detail what can and can not be said or shared through employees personal social platforms, and how breaches of that code of conduct will be handled.
      Some of the most respected guidelines are detailed below. These have been used as guides by many companies around the world to construct their code of conduct for social media.
      Intel - http://www.intel.com/sites/sitewide/en_us/social-media.htm
      IBM - http://www.ibm.com/blogs/zz/en/guidelines.html
      Coca-Cola - http://www.thecoca-colacompany.com/socialmedia
    • Theme 1 – Integrity:
      Integrity is key to the ethical treatment of social media, as indeed it is key to all elements of professionalism. It requires that members are honest and open in their use of social media.
      Social Media Guidelines
      The three themes:
      • Integrity
      Theme 2 – Transparency:
      Organisations and individuals who do not respect this find themselves criticised for attempting to utilise social media networks without disclosing full intent – and this involvement can backfire spectacularly.
      Theme 3 – Confidentiality:
      Material posted using social media should not disclose privileged information. Confidential information should be treated as it is anywhere else online.
    • Engagement and Partnerships
      With conversations at the core of social media, partnerships are crucial.
      Engagement process:
      • Identify individuals and communities which are relevant to you/your campaign/your business
      • Monitor their activity, how they interact, build a psychological profile of them in your
      • Don’t restrict yourself to ‘your’ venues if the conversation exists elsewhere
      • Establish an individual who represents your brand online
      • Participate in conversations, DO NOT simply broadcast
      • Don’t be afraid to offer advice and be heard in a discussion
      • Provide information of use and value to the readership
      • Build long term conversations, “un-campaign” yourself
      • Be clear and concise, people don’t want to delve for information
      • “Un-market” yourself and become a resource for information
      • Most importantly, be open and honest, don’t hide behind any banners or logos. People talk to people, not brands.
    • Remember that social media should be accessible and enjoyable for your employees, they represent your organisation.
      Don’t scare them with the concept of guidelines. They are there to help, not hinder.
    • Social Media Etiquette and Ethics
      As with all social and professional relationships, there are some unwritten rules and beliefs:
      • Be open and honest about who you are through your alias, profile and avatar
      • If you wish to partner with a community member for a project, ask a moderator first for their permission
      • Partners (voices) should not be remunerated for their activity, this sways the content and becomes worthless, their integrity is as critical as your
      • Credit where credit’s due!
      • Balance any broadcast levels with interactive levels, what you have to say matters
      • Treat others as you’d like to be treated...an oldie but a goodie
      • Do not automate your accounts
      • Be accountable and have backup for what you say
    • Applications of Social Media
      Social media is a very fluid and evolving medium which can be adopted to serve a number of functional areas within the corporate environment:
      • Sales
      • Procurement
      • Customer Service
      • Lead nurturing
      • Recruitment
      • Research & Competitor Analysis
      • Marketing
      • SEO
      • Brand Awareness
    • Metrics and Monitoring
      Having hopefully created and catalysed conversations online, we need to monitor them. There are many free tools available for doing this, so here are a top 5:
      • Social Mention - http://www.socialmention.com
      • TweetDeck - http://www.tweetdeck.com
      • Who’s Talkin - http://www.whostalkin.com
      • Blog Pulse - http://www.blogpulse.com
      • Addictomatic - http://addictomatic.com
      In addition to these free tools, larger scalable applications also exist on a paid for basis and offer a much greater volume of information and capability to the user. My top three here are:
      • Scout Labs - http://www.scoutlabs.com
      • Alterian - http://socialmedia.alterian.com
      • Radian 6 - http://www.radian6.com
    • Metrics and Monitoring
      Example tool: Social Mention
    • How is this all Changing the Marketing Model
      • Brand control in a broadcast model no longer defines a brand
      • Interaction of customers mould and shape a brand/organisation’s shape
      • Campaigns no longer act in stand alone silos, they’re ongoing – “Un-Campaign”
      • Conversations need to be nurtured
      • Marketing messages and campaigns need to have a call to action, but that call to action needs to be conversational
      • You can’t afford to look on a micro level alone, when the bigger picture is making the headlines
      • Your employees are you ambassadors 24/7 – 365
      • Faceless branding leaves little justification for direct collaboration, become human
      • Respect is earned through helping and sharing, not for SHOUTING
      • Conversations are happening all the time, campaigns should be aligned to aid/tackle these – “Un-Market”
      • All functional areas have to work together to manage online issues
      • Online assets and content are your social currency, open up your knowledge...or your competitors will do it first!!
      • The time for adoption is now, the shift is happening
    • Key Takeouts
      • Don’t be afraid to exist within social media, be afraid of not existing
      • Be open and honest, put a face behind the corporate banner
      • Be creative and identify assets and campaigns which can drive conversation
      • Identify core community online and build the social relationship
      • Don’t wait for a problem to occur before adopting social presences
      • Be considerate in conversations online, what you say is potentially there to stay
      • Be respectful of existing relationships, this is no place to be gung-ho
      • Don’t adopt platforms just because you feel you should
      • Educate your internal staff members and construct guidelines to remove worry or concern
      • Above all, enjoy building relationships and participating in relevant conversations...you never know where they may take you!
    • Stop
      Thinking
      Campaigns…
      …Start
      Thinking
      Conversations!
      is
      Because
    • Thank You
      Questions:
      Contact Essential:
      Sam Rudland – Managing Director
      Sam.Rudland@essential-communications.com
      Felix Hemsley – Social Media Marketing Manager
      Felix.Hemsley@essential-communications.com
      Check out our Blog
      Visit our Website
      Follow us on Twitter