How to get started with social media- an introduction Part 2 (short version)
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How to get started with social media- an introduction Part 2 (short version)






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  • 37
  • I am not an expert- I am a user of social media
  • Handsign: who is using ....You are not alone
  • Pay to play doesn't work, have to play to play (get back what you put in)
  • Its all about having conversations
  • Show social media revolution video
  • Tell story of a guy who was flying united airways. He watched the baggage handlers throwing luggage around on the run way. When he got to his destination he found his guitar was snapped. United would not pay for it so he promised to write 3 songs about it. The first one got over 3 million views on youtube. Over 3milion views
  • Opportunities for market research (competitive ressearch), mainly about: engagement with your stakeholders, brand building and creation of brand evangelists=> highly engaged and want to be heard, its all about conversations
  • That is not the question anymore but where to start there is so much out there
  • What channel?
  • Youtube: Second biggest search engine after googleGood for SEO as videos rank high, 200mil videos watched daily
  • “get spooning” app promotes new economy skycouch, invite your friends, send them personal message and it will appear on their wall
  • e.g. SkycouchEducation: safety videos
  • Cost: it is not free and not easy, Labour intensive: Once followers are used to a level of engagement, is expected (what about the 9-5pm job?) Treat as another marketing channel in respect to resourcingMeasurement: Results of sm are hard to measure (brand awareness, recognition), don’t expect absolutes or immediate results -> buying behaviourAlignment: Needs to fit with strategy and aligned with rest of marketingConsistent voice: across the different channels or sites, if not yourself choose a passionate person, Key decision maker, access to info and ? (power) to make decisionsVoice also should be positiveBut also consistent engagement: time mgmt, set aside time for rt, comments etcHonesty: in sm everything is out in the open, is about transparency, so react to negative & positive feedbackMake purpose of account clear, e.g. Airpoints fairy, dont have squatters or ghost accounts (Abandoned accounts are more detrimental)
  • by avoiding the place where conversation is happening, missing out on opportunity to be heard and understoodDepends on industry and business
  • (can see value in engaging but not direct benefits and does not know how)
  • Primary emotions: display them in your content, eg: if i was doing a video: before & after (maybe even pride),
  • Where are your customers, how can you find outLets show you an exampleSpeechSchool: Search for accent- 3rd page: i wish i had a british accent.., Twitter: speechschool: follow peopleAdv, search
  • Develop strategy: objectives and activitiesFramework that defines parameters but needs to allow for flexibility, e.g. What happens if someone talks negatively about you, no worries if you are in charge but if you delegate, make sure the person can contact you, understand that they will make mistakes
  • What do others say about youWhat do they find when they are looking for youAnd competitors(search on twitter ect, google alerts)
  • Building trust, two reasons: they trust, they buy anything of you or they might not be the purchasers but taking viral marketing into consideration, they will have friends ->recommend you
  • Reach out through tweets, comments, send DM’s, ask questions, share content, send videos, give them a gift (serve them with your talent, e.g. Free advice)Influencers: have wider reachGroup of alliances (customers, partners)-> act as testimonials, because it is online can be traced back (building a history, so future customers can refer to it)Create valuable content: dont spam, change your mindset from how to make money to how to give valueWhat is in it for them?dont try and push your message, promotions on them but give things awayMost people dont have discipline to implement it-> need youTalk about success of your clients, be interesting or controversialContent: e.g. A frequently asked question into blog post, interview someone, share industry experience
  • Objectives: apart from “trying it”Time: incl. Scanning for news etc & time at homeResults: not about quantity but quality, some followers are UnlimitedMag, founder of idealogmag, clever entrepreneursMarket research: 8 responses (2knew, 1 looked at website, rest was interested 2 know)Urgent requests: ask questions, courier & stolen bag
  • Links to blog: e.g.Speechschool. Tv not to news siteLong-term: strategy->dont expect immediate resultsExperimental: Execute, measure, refine and repeat->trial and error
  • Spredfast: campaign management but also more sophisticate reporting(Also: Chatter (salesforce)- private collaboration space for companiesNing: create your own social network

How to get started with social media- an introduction Part 2 (short version) How to get started with social media- an introduction Part 2 (short version) Presentation Transcript

  • How to get started with SOCIAL MEDIA
  • Agenda
    • Overview
    • Power of Social Media
    • Twitter
    • Facebook
    • YouTube
    • LinkedIn
    • REACH
    • How to get engaged
    • ecentre case study
  • Media disseminated through
    social interactions - Wikipedia
  • Web2.0 :
    open content, open access, adaptive and constantly changing
    Two sided communication,Many-to-many, speaking and listening
  • The only difference is the channel
  • Why should you have a social media strategy?

  • If they are saying nothing about you, you are not even in the game. If people say you stink, at least you are in the conversation and you can turn it around.”
    Thomas Hoen, Director of Brand Communications & new media at Eastman Kodak Co.
  • United Airlines breaks guitars
  • Opportunities
  • The social media landscape -
  • Overview of social media sites
  • Overview of social media sites
  • A comparison
    • Customer service
    • Specials/Deals
    • Promotions
    • News
    • Fan pages
    • Contests
    • Specials/Deals
    • Games
    • Polls
    • Promotions
    • Application
  • Professional networking, News, Company information, Recruitment, Company statistics
  • New features, Ads, Events, Education
  • Things to consider before engaging:
    eal cost
    valuation & Measurement
    onesty & Transparency
  • How to get engaged?
  • Level of engagement
  • Define your customer
    My ideal customer is called John and he:
    • Is 35 years old
    • Has family
    • Lives on the North Shore
    • Is an Entrepreneurs/CEO/business owner of small - medium company
    • Is Educated, open to new ideas/trends,
    • Finds his business an inspiration
    • Finds SM confusing but wants to engage
    • Is Time-scarce
    • Has personal facebook page
    • Has enough resources to pay for service
  • Define your customer
  • 3. Where are your customers?
    Scan SM sites and web
    • Facebook
    • Google alerts
    • Twingly/skyrocket
    • Twitter (advanced search)
  • 4. Develop a strategy
    One page
    Social Media Policy
  • 5. Start listening
    Monitor your own and competitors’ Social Media presence
  • 6. Build trust
    People buy anything
    if they trust you.
  • 7. Start reaching out
    • Target influencers
    • Create group of alliances
    • Create valuable content
  • case study
    Objectives: Raise brand awareness, engage with stakeholders
    Time invested: 60min/day
    • Results:
    • Twitter (1st Nov): 148 followers
    • Facebook (Jan): 76 fans
    • Referrals to website
    • News
    • Job facilitation
    • Made valuable connections
    • Market research
    • Urgent requests
  • Learnings:
    Do background checks before engaging
    Choose tone carefully
    Links to blog (website)
    Use analytics tool
    Every industry and every business is different
    Long-term strategy
    case study
  • Tools
    Hootsuite – Managing most common social media sites
    Tweetdeck - better mobile application
    Spredfast – Social media campaign management
    Tweetbeep– set up alerts
    Icerocket & twingly – search engines for blogs etc.
  • Website