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Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
Social media orientation - 16 June 2011 session
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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

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