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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