Intro What is Social Media? Impact of Social Media on consumers & how it changes brands Monitoring & tracking digital chat The architecture of participation Social Network marketing opportunities Distributing digital content Blog outreach & management Social Media & search What should I do & how can I measure it?
2/3 of the worlds online population are on Social Networks
Social Media is the most popular activity online…edging out email, search and porn
Time spent on Social Networks are growing 3 times faster than the overall Internet rate
Source: Nielson, global faces and networked places, 2009
Geek Alert!!!! 13 hours of footage uploaded per minute 2bn videos views per day 14,000,000m articles available on Wikipedia 5,000,000,000 minutes spent on Facebook each day Source: http://www.brandinfiltration.com
Impact of Social Media On Consumers & How It Changed Brands In The Digital Space
It started with Michael Dell browsing some outside forums and blogs to find Dell users speaking about our brand, not always positively
He commissioned a small group to go out there and not only start engaging with our users but also help resolve problems
This team posts up to 100x/day regardless of the size of the site because dissatisfied customer stretches far. With this activity we were able to help resolve many issues that traditionally would have been routed via more inefficient and costly methods such as the phone
2,864 customer complaints have been handled by Tech Support/Customer Care out of 4,097 they deemed as resolvable for a 70% success rate . And, an additional, 350 from Direct2Dell, 200 from internal sources (PR, testimonial site, etc) and 450 from people finding our posts and emailing us have been handled
These are issues we may not have handled before and led to dissatisfaction OR they would have come through our more traditional (and expensive) support methods like the telephone
Customers like to talk to ‘real people’ - Richard Binhammer (RichardAtDell) is a senior manager at DELL yet spends his entire day interacting with people on blogs, Twitter, and other social networking applications
Make responses authentic and genuine
Binhammer’s Twitter page is interspersed with personal messages, this helps customers get to know him and shifts the focus from corporate to personal (People like to see a face)
When a corporation apologises customers don’t care, when RichardAtDell apologises they take notice
Dell’s ROI looked at saving money and cost effective ways rather than making money
The Architecture Of Participation – How to Get Consumers Involved
Be relevant . It seems so simple and obvious, yet it is the biggest mistake made when pitching bloggers. Look at the categories of the blog and look at previous blog posts. Is your pitch REALLY relevant for the blog?
Personalize . Getting an email pitch with no personal reference at all, or just a press release and no message is a sure trip to the trash folder.
Make it easy . Time and time again, I get pitches with one sentence and then the full press release copied into the email. Please don’t do that. Most bloggers don’t write 600 word stories in response to a press release. They are far more prone to link to a press release. So provide a summary to the blogger of the release, and a link to the full version.
Schwag is good . I’ll admit it. I don’t mind getting books sent to me to review. In almost all cases I will at least mention the book in a post if it’s relevant to the topics we cover .
Be persistent . Don’t be offended or give up if a blogger doesn’t take your story the first time. Be courteous and smart about repeat attempts though. Watch to see if they really do pick up on your story before sending another pitch. Of course, this is not a problem if you actually read their blog.