Social media orientation - 16 June 2011 session

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Transcript

  • 1. Social media Executive summary How (and why) to use social media for B2B companies
  • 2. Is social media a fad?
    • Social media is the #1 activity on the web
  • 3. What will be covered
    • How social media tools work together
    • Some social media tools
      • Blogs
      • LinkedIn
      • Twitter
      • YouTube
      • Facebook
    • Tips and ‘unwritten rules’
    • How to manage
    • Next steps
  • 4. How the social media universe works together
  • 5. Twitter YouTube Facebook Google LinkedIn Website and blog
  • 6. Social media tools Blogs
  • 7. Blogs
    • Central part of online marketing
    • You add content
      • articles, information, ideas, invites, images
    • Part of, or beside, website
    • Majority post content daily
  • 8. Traditional blog http://www.outsource.com.au/blog
  • 9. Blog to distribute news http://www.recognition.com.au/newsroom/
  • 10. Social media tools LinkedIn
  • 11. LinkedIn
    • Professional social network
    • Australia fastest growing region
      • 2 million users in Australia
        • 17% workforce
      • Most connected industries:
        • IT (149,805)
        • Financial Services (70,443)
        • Accounting (49,479)
        • Marketing/Advertising (47,894)
      • Most connected Australian companies:
        • Telstra (10,868)
        • National Australia Bank (8,329)
        • Commonwealth Bank of Australia (6,789)
        • Westpac (6,483)
        • IBM (6,430)
      • Top 5 positions – business owner, director, manager, consultant, project manager
    80% use as primary recruitment tool
  • 12. LinkedIn advice
    • Complete your profile
    • Add a professional pic
    • When connecting give context
      • How they know you
        • Unless they know you very well or immediately after meeting
      • If they don’t know you yet why you are inviting
  • 13. Groups and connections critical
  • 14. Add value by sharing
  • 15. Add value by joining and sharing
  • 16. Answering questions – SME
  • 17. Social media tools Twitter
  • 18. Twitter
    • Distribution and sharing tool
      • For blogs, online articles etc
      • Converse don’t just link to your material
      • Maximum 1 in 4 posts linking to your blog
    • Viral, spread the word nature
      • RTs are powerful and show you are listening
  • 19. Twitter use
    • 140 million tweets sent daily
      • On average 1 billion tweets per week
    • 460,000 new users daily
    • 83.1% of users over 25
    • Significant use on mobile devices
      • Increased 182% over the last year
  • 20. Twitter advice
    • Complete your profile and add a pic
      • People judge whether to follow you based on this and your last few tweets
    • Only add a few people at first
      • Tweet first then add people you don’t know
      • Don’t DM people ‘thanks for following’
      • Search for people by:
        • Name
        • Company
        • Interest/key words
      • Block spammers
  • 21. Get with it
    • Hashtags are key words you put # in front of
      • Eg #event name, #FF means Follow Friday (recommendations for others follow)
      • # makes the word searchable
    • The conversation moves quickly – keep up
      • But like traditional media bad news sticks
        • Be polite, take conversations offline or DM
      • This isn’t the medium for personal committed conversations
        • ‘ Silly’ chit-chat won’t encourage followers to stay
    • Mix business and pleasure
      • Be mindful of your audience and reputation
  • 22.  
  • 23. Social media tools YouTube
  • 24. YouTube
    • Every minute, more than 35 hours of video is uploaded
      • Business promotional videos, education, product consumption/direction videos and client testimonials
      • Link back to your website
      • Use in presentations
    • Over 1 billion subscribers
      • as at November 2010
      • 51% go weekly or more
    • Second largest search engine in the world today
  • 25. Social media tools Facebook
  • 26. Facebook
    • Would be 3 rd largest country
      • One third of Australia is on Facebook
    • More than 5 billion minutes spent on Facebook each day
      • March 2010 overtook Google to become most visited website in US
      • More than 500 million active users
      • 120 million log on at least once a day
    • 35 years + is fastest growing demographic
      • Fastest growing segment 55-65 year old females
  • 27. Groups & fan pages
  • 28. Facebook & YouTube combined
  • 29. Tips and ‘unwritten rules’
  • 30. Tips and ‘rules’
    • Research targets and outlets & know when & when not to engage
      • Why are you doing this?
        • Environment for sales
        • SEO
        • Attract (and retain) staff
    • Listen first, then speak
      • Understand the dynamics of the ‘environment’ before participating
      • What are people saying, how & where
      • Remember your manners
    • Monitor social media on your company and competition
  • 31. Identify spokespeople
    • Identify ‘spokespeople’ to manage corporate accounts
      • Like traditional media
      • Image of company reflected in discussions
      • Too many voices can be confusing – limit access
    • Social media turns everyone into a company representative
      • Provide guidelines for conduct
      • A policy is vital
  • 32. Policy considerations
  • 33. Set priorities and goals
    • Don’t try to do everything
      • Assess what does & doesn’t matter to your target audiences
        • Keep re-assessing – things change quickly
    • Don’t dabble
      • Results take time – don’t be a quitter
      • Engage – don’t just promote
      • Share resources
        • Articles of interest, blogs, RTs
        • Value is what grows your audience the right way
        • Consistent frequency
  • 34. Quality not quantity
    • Reach the right people
      • Not the most people
    • People will recognise the value provided and want to listen
    • Evaluate the impact
      • Tools to track clicks on links
      • Comments and discussions
      • RTs
      • Monitor conversations
  • 35. Tools and tips How to manage
  • 36. How to manage
    • You are already involved
      • Customers, prospects, competitors and employees
    • Monitor and train team on an ongoing basis
  • 37. Tools
    • TweetDeck
      • Manages multiple accounts
      • Easy to track topics or searches
      • A 2 nd screen makes this easier to monitor and less disruptive
  • 38. Tools
    • Measure click throughs via link shortener
    • http://bit.ly/
  • 39. Monitoring
  • 40. Tools
    • Connect to your lead generation system
    • ‘ Locked down’ further info to collect details
  • 41. Now what?
    • Understand the context
      • Social media is one part of your marketing and communications program
        • Not a stand alone program/strategy
      • All elements add together to give momentum
    • Get started and maintain focus
      • If nothing else use LinkedIn
        • Opportunity to stay connected to your network and add value
  • 42. Connect
    • LinkedIn
      • http://au. linkedin .com/in/ elizabethmarchant
      • LinkedIn group for further discussion
    • Twitter
      • http://twitter.com/ LizMarchantSyd
      • http://twitter.com/ OutsourceSydney
      • http://twitter.com/ RecognitionPR