Social media brockville
Upcoming SlideShare
Loading in...5
×
 

Social media brockville

on

  • 921 views

Social media presentation for The Financial Advisors Association of Canada (Brockville)

Social media presentation for The Financial Advisors Association of Canada (Brockville)

Statistics

Views

Total Views
921
Views on SlideShare
921
Embed Views
0

Actions

Likes
0
Downloads
9
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Social media brockville Social media brockville Presentation Transcript

    • INTRODUCTION
    Bernard Charlebois Virtuo CMS Technologies
    • “ No profession stands to influence social media more than public relations .” Paul Gillin , The New Influencers, A Marketers Guide to the New Social Media
    • INTRODUCTION
    • Social media is a conversation online.
      • Look who’s talking :
      • your customers
      • your donors
      • your volunteers
      • your employees
      • your investors
      • your critics
      • your fans
      • your competition ....
      • anyone who has internet access and an opinion .
    • SOCIAL MEDIA DEFINED
    • The conversation is not :
      • controlled
      • organized
      • “ on message ”
    • The conversation is :
      • organic
      • complex
      • speaks in a human voice
    • Social media is not a strategy or a tactic – it’s simply a channel .
    • SOCIAL MEDIA DEFINED
    • Social Networks
    • News & Bookmarking
    • Blogs
    • Microblogging
    • Video Sharing
    • Photo Sharing
    • Message boards
    • Wikis
    • Virtual Reality
    • Social Gaming
    • Related:
      • Podcasts
      • Real Simple Syndication (RSS)
    • SOCIAL MEDIA DEFINED
    • The power to define and control a brand is shifting from corporations and institutions to individuals and communities .
    • SOCIAL MEDIA DEFINED
  • Word of Mouth is the Future of Marketing
    • Marketers can effectively use social media by
    • influencing the conversation.
    • One way to do this is by delivering
    • great customer service experiences.
    • SOCIAL MEDIA DEFINED
    • Zappos, an online shoe retailer, makes customer service central with a focus on “ making personal and emotional connections .”
    • Divert marketing budget to customer service ( they outsource marketing to their customers ; they don’t outsource their call centre)
    • Use Twitter to promote their brand
      • Website displays any public tweets mentioning of their brand
      • CEO has over 400,000 followers
      • 430 employees on Twitter
    • $1billion in sales last year and their expanding into new product categories
    • CASE STUDY
    • 91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group
    • 87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa
    • 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
    • 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
    • * Slide courtesy of Digital Influence Group
    • SOCIAL MEDIA DEFINED
    • Social media sites are the fastest-growing category on the web, doubling yearly.
      • Biggest increase in the 45 plus demographic
      • Gen Y outnumber boomers. 96% of them use social media
      • 80% of companies use LinkedIn to find employees
      • 25 % of time spent online is on social media
      • Average number of Facebook friends is 150
      • 83 % regularly watch video clips
    • SOCIAL MEDIA DEFINED
    • 4 out of 5 Canadians use social media
    • 22 % of Canadians over 60
    • 70 % of Internet users under 30 do so daily
    • 60% of users 25-29 do so daily
      • Canada Online, The Internet, Media and Emerging Technologoes
    • SOCIAL MEDIA DEFINED
    • Younger users (under 45) and women use these sites for socializing
    • Older users use these sites to obtain and share information
    • Youth (12-17) use these sites for entertainment
    • The reason doesn’t matter
    • SOCIAL MEDIA DEFINED
    • Social media can help you in all stages of marketing , self-promotion , public relations , and customer service :
      • research
      • strategic planning
      • implementation
      • evaluation
    • SOCIAL MEDIA DEFINED
      • Learn what people are saying about you
      • Create buzz for events & campaigns
      • Increase brand exposure
      • Identify and recruit influencers to spread your message
      • Find new opportunities and customers
      • Support your products and services
      • Improve your search engine visibility
      • Gain competitive intelligence
      • Get your message out fast
      • Retain clients by establishing a personal relationship
      • Be an industry leader – not a follower
    • SOCIAL MEDIA DEFINED
    • Reach
      • Website visits / views
      • volume of reviews and comments
      • Incoming links
    • Action & Insight
      • Sales inquiries
      • New business
      • Customer satisfaction and loyalty
      • Marketing efficiency
    • Engagement & Influence
      • Sentiment of reviews and comments
      • Brand affinity
      • Commenter authority/influence
      • Time spent
      • Favourites / Friends / Fans
      • Viral forwards
      • Number of downloads
    • SOCIAL MEDIA DEFINED
    Source: The Digital Influence Group, Measuring the Influence of Social Media
    • Resources required for social media may include:
      • Strategic consultation
      • Training
      • Creating content
      • Integrating tools
      • Distributing content
      • Relationship management
      • Measuring value
    • SOCIAL MEDIA DEFINED
    • Social Networks
    • News & Bookmarking
    • Blogs
    • Microblogging
    • Video Sharing
    • Photo Sharing
    • Message boards
    • Wikis
    • Virtual Reality
    • Social Gaming
    • Related:
      • Podcasts
      • Real Simple Syndication (RSS)
      • Social Media Press Release
    • THE TOOLS
    • Contains profiles of Fortune 500 executives and leading entrepreneurs
      • average individual salary on LinkedIn is $109,000
    • On LinkedIn you can:
      • Post a profile and resume
      • Connect with colleagues
      • Share professional recommendations
      • Find jobs
      • Forums to demonstrate expertise and find answers
    • THE TOOLS
    • Fastest growing social network in Canada and the world (450 million members)
    • Powerful tools to engage and understand your audience:
      • Brand pages
      • Custom applications
      • Targeted advertising
      • Audience insights/metrics
      • Opinion polls
    • THE TOOLS
    • Your brand’s homepage on Facebook.
    • Allow you to post photos, videos, events and other messages.
    • Users interact with you by
      • Becoming fans
      • Commenting on your posts
      • Participating in discussions
      • Post photos to your page
    • Fans see your page updates in their newsfeed
    • THE TOOLS
    • Facebook ads give you the ability to advertise directly to specific demographic groups
    • This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
    • THE TOOLS
    • Location
    • Age
    • Sex
    • Keywords (appear in your users profile)
    • Education
    • Workplace
    • Relationship status
    • Relationship interests
    • Languages
    • THE TOOLS
    • THE TOOLS
    • Very affordable and easy to control your budget
    • You can specify a daily budget
    • Schedule specific dates for your ad to run
    • Pay for clicks (CPC) or impressions (CPM)
    • THE TOOLS
    • Facebook Insights provides information about your ad campaign:
      • Track ad performance with real-time reporting
      • Gain demographic and psychographic insights about people that view or take action on your ad
    • Use this information to identify how you can improve your campaign to maximize your results
    • THE TOOLS
    • A blog is a website with regular entries of commentary or news
      • Blogs serve to establish your company as transparent , relevant , active , and expert .
    • THE TOOLS
    • engage in dialogue with your customers
    • improve your search engine visibility
    • promote product launches and events
    • gain expert status by providing useful tips
    • THE TOOLS
    • Do
    • post on a regular schedule
    • encourage conversation by asking questions
    • respond to people that comment on your posts
    • use a few bloggers from your company for more viewpoints
    • Don’t
    • write press releases – be real about why something is exciting
    • let complaints go unanswered
    • make users register to comment – they won’t bother
    • delete fair but critical comments
    • THE TOOLS
    • Microblogs are blogs limited to a sentence or two (about 140 characters )
      • People use microblogging to promote themselves, share content and follow friends, celebrities and brands
      • Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
    • THE TOOLS
    • Twitter can help you:
    • share timely information
    • promote useful content including resources, contests, deals, etc. (not just your own)
    • personify your brand
    • connect with your customers and develop leads
    • build credibility and influence
    • listen to consumer buzz
    • research competitors
    • network and learn from experts in your field
    • THE TOOLS
    • Do
    • find and share useful content
    • pose questions and reply to others
    • keep it fun - put a friendly face on your brand
    • promote sales, deals, news, updates, and build buzz for big releases or events
    • know what people are saying about your brand
    • Don’t
    • sound like a press release – you’re in a social space
    • spam with constant links to your company website, either in tweets or private messages
    • post useless information – do people really care what you had for lunch?
    • THE TOOLS
    • Video sharing sites let you upload videos and share them with people.
    • They’re a perfect repository for video blogs , taped seminars , witty Power Points , commercials , how-to’s and a behind-the-scene look at your organization.
    • THE TOOLS
    • helps you gain exposure and direct traffic back to your website
    • sparks interest without a hard-sell
    • videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
    • videos can be a place to showcase your leadership in a field, and spread customer testimonials
    • THE TOOLS
    • Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign
    • Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout
    • Launched the website WillitBlend.com and a YouTube channel
    • http://www.youtube.com/blendtec
    • CASE STUDY
    • Videos went viral generating “ millions of dollars in brand recognition ”
      • Channel Views: 3,469,098
      • Subscribers: 183,949
    • Online Blendtec blender sales increased 500%
    • The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
    • CASE STUDY
    • Lessons learned:
    • Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch)
    • Experiment – the idea might not have worked, but what could they lose?
    • CASE STUDY
    • Do
    • be informative , useful , or entertaining
    • create a summary and detailed description
    • post video replies to others
    • allow commenting and participate in the conversation
    • save bandwidth costs on your website by hosting videos on YouTube
    • Don’t
    • just upload infomercials
    • be afraid to experiment until you find a formula that works.
    • pull down other people’s videos showcasing your product for copyright infringement
    • make your video longer than it needs to be – keep it concise and entertaining
    • THE TOOLS
    • KEYS TO SUCCESS
    • Experiment personally before professionally
    • Try a variety of social media tools
    • Be yourself , make some friends , and share
    • KEYS TO SUCCESS
    • 1. Discovery (people, competition, and search engines)
    • 3. Skills (identify internal resources and gaps)
    • 5. Maintenance (monitor and adapt)
    • 2. Strategy (opportunities, objectives)
    • 4. Execution (tools, integration, policies, and process)
    • KEYS TO SUCCESS
    Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789
    • Find where your audience is participating and identify the influencers
    • Read industry blogs (including comments)
    • Google your company name & your competition
    • Find tools that can help you listen
    • KEYS TO SUCCESS
    • Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight
    • Companies that use crowd sourcing include:
      • Starbucks (MyStarbucks)
      • Dell (Ideastorm)
      • DuPont
      • Netflix
      • Wikipedia
      • iStockphoto.com
      • Threadless.com
      • Mechanical Turk (Amazon)
    • KEYS TO SUCCESS
    • Amelia
    • Arlington
    • KEYS TO SUCCESS
    • 56 unanimous responses in under 4 minutes from YouBeMom.com
    • KEYS TO SUCCESS
    • Avoid puffery (people will ignore it)
    • Avoid evasion and lying (people won’t ignore it)
    • Companies have watched their biggest screw-up's rise to the top 10 of a Google search
    • Admit your mistakes right away
    • KEYS TO SUCCESS
    • Belkin employee busted offering payment for fake positive product reviews
    • Belkin president claims it’s an isolated incident
    • Influential tech blogs expose a larger cover up and name more employees involved
    • CASE STUDY
    • Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
    • Make your content easy to share
    • Incorporate tools that promote sharing:
      • Share This, RSS feeds, Email a friend
    • KEYS TO SUCCESS
    • Don't shout . Don't broadcast . Don’t brag .
    • Speak like yourself – not a corporate marketing shill or press secretary
    • Personify your brand – give people something they can relate to.
    • KEYS TO SUCCESS
    • CASE STUDY
    • Think like a contributor , not a marketer
    • Consider what is relevant to the community before contributing
    • Don’t promote your product on every post
    • Win friends by promoting other people’s content if it interests you
    • KEYS TO SUCCESS
    • Don’t try to delete or remove criticism (it will just make it worse)
    • Listen to your detractors
    • Admit your shortcomings
    • Work openly towards an explanation and legitimate solution
    • KEYS TO SUCCESS
    • Don’t wait until you have a campaign to launch - start planning and listening now
    • Build relationships so they’re ready when you need them
    • KEYS TO SUCCESS
    • You may need buy in from people in your organization
    • Convince your CEO that social media is relevant to your organization
    • Get your communications team together, discuss the options, then divide and conquer
    • KEYS TO SUCCESS
    • Experiment with social media
    • Make a plan
    • Listen
    • Be transparent & honest
    • Share your content
    • Be personal and act like a person
    • Contribute in a meaningful way
    • See criticism as an opportunity
    • Be proactive
    • Accept you can’t do it all yourself
    • KEYS TO SUCCESS
    • Photo sharing sites give you a place to upload and organize your photos
    • You can invite friends to check out your photos and people can find your photos by searching for the keywords ( tags ) you apply to your photos.
    • THE TOOLS
    • Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding
    • people interact through characters called avatars
    • residents explore , meet other residents , socialize , participate in individual and group activities , and create and trade items and services with one another
    • THE TOOLS
    • RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers.
    • an effective way to distribute your content and lead users back to your website
    • THE TOOLS
    • 5 TAKE AWAY MESSAGES
    • Word of Mouth peer-to-peer discussions are more influential than the mass media
    • Participate by enabling and feeding the conversation (follow the 10 keys to success)
    • Be transparent & honest
    • 3 TAKE AWAY MESSAGES