How to get started with SOCIAL MEDIA<br />http://marketingassassin.files.wordpress.com/2009/09/social-media.jpg<br />
http://www.vedainformatics.com/blogs/wp-content/uploads/2009/03/global-social-media-296x300.jpg<br />
Agenda<br /><ul><li> Overview
 Power of Social Media
 Twitter
Facebook
 YouTube
 LinkedIn
 REACH
 How to get engaged
 ecentre case study</li></li></ul><li>
Media disseminated through<br />social interactions - Wikipedia<br />
Web2.0 :<br />open content, open access, adaptive and constantly changing<br />Two sided communication,Many-to-many, speak...
The only difference is the channel<br />Conversations<br />
Why should you have a social media strategy?<br />
“<br />		        If they are saying nothing about you, 	        you are not even in the game. If people say you stink, at ...
United Airlines breaks guitars<br />
Opportunities<br />
The social media landscape - <br />Overview<br />
Overview of social media sites<br />
Overview of social media sites<br />
A comparison<br />
<ul><li> Customer service
 Specials/Deals
 Promotions
 News </li></li></ul><li><ul><li> Fan pages
 Contests
 Specials/Deals
 Games
 Polls
 Promotions
 Application</li></li></ul><li>
Professional networking, News, Company information, Recruitment, Company statistics <br />
New features, Ads, Events, Education <br />
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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&apos;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=&gt; 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 -&gt; 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 &amp; 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 &amp; 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 -&gt;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)-&gt; 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-&gt; 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 &amp; 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 &amp; stolen bag
  • Links to blog: e.g.Speechschool. Tv not to news siteLong-term: strategy-&gt;dont expect immediate resultsExperimental: Execute, measure, refine and repeat-&gt;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)

    1. 1. How to get started with SOCIAL MEDIA<br />http://marketingassassin.files.wordpress.com/2009/09/social-media.jpg<br />
    2. 2. http://www.vedainformatics.com/blogs/wp-content/uploads/2009/03/global-social-media-296x300.jpg<br />
    3. 3. Agenda<br /><ul><li> Overview
    4. 4. Power of Social Media
    5. 5. Twitter
    6. 6. Facebook
    7. 7. YouTube
    8. 8. LinkedIn
    9. 9. REACH
    10. 10. How to get engaged
    11. 11. ecentre case study</li></li></ul><li>
    12. 12. Media disseminated through<br />social interactions - Wikipedia<br />
    13. 13. Web2.0 :<br />open content, open access, adaptive and constantly changing<br />Two sided communication,Many-to-many, speaking and listening<br />
    14. 14. The only difference is the channel<br />Conversations<br />
    15. 15. Why should you have a social media strategy?<br />
    16. 16. “<br /> 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.” <br />Thomas Hoen, Director of Brand Communications & new media at Eastman Kodak Co.<br />
    17. 17.
    18. 18. United Airlines breaks guitars<br />
    19. 19. Opportunities<br />
    20. 20. The social media landscape - <br />Overview<br />
    21. 21. Overview of social media sites<br />
    22. 22.
    23. 23. Overview of social media sites<br />
    24. 24. A comparison<br />
    25. 25. <ul><li> Customer service
    26. 26. Specials/Deals
    27. 27. Promotions
    28. 28. News </li></li></ul><li><ul><li> Fan pages
    29. 29. Contests
    30. 30. Specials/Deals
    31. 31. Games
    32. 32. Polls
    33. 33. Promotions
    34. 34. Application</li></li></ul><li>
    35. 35. Professional networking, News, Company information, Recruitment, Company statistics <br />
    36. 36. New features, Ads, Events, Education <br />
    37. 37. Things to consider before engaging:<br />R<br />eal cost<br />valuation & Measurement<br />lignment<br />onsistency<br />onesty & Transparency<br />E<br />A<br />C<br />H<br />
    38. 38. How to get engaged?<br />
    39. 39. Level of engagement<br />
    40. 40. Define your customer<br />My ideal customer is called John and he:<br /><ul><li> Is 35 years old
    41. 41. Has family
    42. 42. Lives on the North Shore
    43. 43. Is an Entrepreneurs/CEO/business owner of small - medium company
    44. 44. Is Educated, open to new ideas/trends,
    45. 45. Finds his business an inspiration
    46. 46. Finds SM confusing but wants to engage
    47. 47. Is Time-scarce
    48. 48. Has personal facebook page
    49. 49. Has enough resources to pay for service</li></li></ul><li>Define your customer<br />
    50. 50. 3. Where are your customers? <br />Scan SM sites and web<br /><ul><li>Facebook
    51. 51. Google alerts
    52. 52. Twingly/skyrocket
    53. 53. Twitter (advanced search)</li></ul>http://public.agent16.com/tumblr/imgs/books/whereareyou.jpg<br />
    54. 54. 4. Develop a strategy<br />One page<br />Evolving<br />Alignment<br />Consistency<br />Social Media Policy<br />http://barbaraevans.files.wordpress.com/2009/12/strategy.jpg<br />
    55. 55. 5. Start listening<br />Monitor your own and competitors’ Social Media presence<br />http://myesllab.files.wordpress.com/2009/10/active_listening.jp<br />
    56. 56. 6. Build trust<br />People buy anything<br />if they trust you.<br />http://static.pyzam.com/img/funnypics/f/trust.jpg<br />
    57. 57. 7. Start reaching out<br /><ul><li> Target influencers
    58. 58. Create group of alliances
    59. 59. Create valuable content</li></ul>http://www.photographycorner.com/galleries/data/500/Reaching-Out.jpg<br />
    60. 60. case study<br />Objectives: Raise brand awareness, engage with stakeholders<br />Time invested: 60min/day<br /><ul><li> Results:
    61. 61. Twitter (1st Nov): 148 followers
    62. 62. Facebook (Jan): 76 fans
    63. 63. Referrals to website
    64. 64. News
    65. 65. Job facilitation
    66. 66. Made valuable connections
    67. 67. Market research
    68. 68. Urgent requests</li></li></ul><li>Learnings:<br />Do background checks before engaging<br />Choose tone carefully<br />Links to blog (website)<br />Use analytics tool<br />Every industry and every business is different<br />Long-term strategy<br />Experimental <br /> case study<br />
    69. 69. Tools<br />Hootsuite – Managing most common social media sites<br /> http://hootsuite.com/<br />Tweetdeck - better mobile application<br /> http://www.tweetdeck.com/<br />Spredfast – Social media campaign management<br />http://spredfast.com/<br />Tweetbeep– set up alerts<br /> http://tweetbeep.com/<br />Icerocket & twingly – search engines for blogs etc. http://www.icerocket.com/<br /> http://www.twingly.com/<br />http://farm1.static.flickr.com/19/100043823_a730ba854b.jpg<br />
    70. 70. Website<br />Sabrina.nagel@ecentre.org.nz<br />http://www.vedainformatics.com/blogs/wp-content/uploads/2009/03/global-social-media-296x300.jpg<br />

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