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Social media seminar

Social media seminar

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    Social media Social media Presentation Transcript

      • INTRODUCTION
      Bernard Charlebois Virtuo CMS Technologies
      • “ Social media isn’t a fad, it is a fundamental shift in the way we communicate” Canadaonline
      • 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 (email use is declining rapidly)
        • 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 those Canadians are over 60
      • 70 % of Internet users under 30 do so daily
      • More than half of Facebook users are older than University age
        • Canada Online, The Internet, Media and Emerging Technologoes
      • SOCIAL MEDIA DEFINED
      • Younger users (under 45) 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