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Introduction to social media

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  • I am not an expert- I am a user of social media
  • Show social media revolution video
  • Everyone wants…that is true.Nobody know how- with our help you will know how.And you will get the results that you expect.
  • there is a lot out there, youdont need to do everything from day one, it is a journey and you can take one step at a time
  • It is constantly changingDifference between sm and website: website is one-way conversation (even with blogs = limited interactivity), sm is two way communication and real-time
  • Biggest social shift since the invention of the telephoneListening becomes more important than speaking, Two sided communication: not the traditional broadcasting one way approach, but giving customers a opportunity to have a voice, and give your business the opportunity to listen, individuals within an organisation connect with individual out of the organisation=> making companies more personal and approachable
  • It is expanding the ways and means of which businesses can be closer to their customers, how does it do that:
  • Builds awareness: by engaging on a personal level, people find out what you and your company does
  • Increases visibility: it levels the playing field as small businesses have the same tools then corporates; sm interactions are real-time hence information spreads faster
  • Extending your offline community into the online world, possibility of targeting different segments, also social networks facilitates building communities as humans want to belong to groups, another way of connecting with like-minded people
  • Opportunities for market research (competitive research as well as R&D), recruitment and others
  • The more material you have online the better is your exposure and the more ranks you can occupy->important for brand mgmt
  • Show social media revolution video
  • 78% believe in peer recommendations, only 14% trust advertising
  • Facebookover 500 million users
  • 4 square: 1mill in a year, 2mill in 3mths and 1.5 to reach 3mill
  • Nz: 65% is two thirds use facebookSocial media usage in relation to population is bigger than US
  • One of my clients is unleashed: we made sure that the social media strategy was implemented before the launch of website
  • Shift worldwidereadership of newspapers all over the world is declining:We no longer search for news, the news find to us
  • Social media has changed how the press operates as well. Social media has lifted a barrier to entry: You no longer have to wait for the press to pick up your story but you can broadcast/publish yourselfPress uses social media to find stories and validating stories through trusted relationships (e.g. #eqnz)
  • Cost: it is not free and not easy, you get back what you put in, needs proper resourcing
  • Always need to evaluate your progress & results: tangibles like increased website traffic can be measured as long as its online you can measure it
  • Alignment: the social media strategy needs to be aligned with business strategy
  • Consistency across the different channels or sites- dont want a disjointed campaign but leverage of the different channels e.g. Blog & twitterBut also consistent engagement: time mgmt, set aside time for rt, comments etcConsistent Personality: Voice also should be positive, same rules than in face-to-face communication: never send anything you wouldnt say in person
  • so react to negative & positive feedback: Ability to publicly solve a problem shows that you are compassionate and caring company,What is purpose of tool, e.g.
  • 3 levels, and understoodDepends on industry and businesswe encourage the 3rd – best practise by avoiding the place where conversation is happening, missing out on opportunity to listen
  • Implementation of social media strategy is no different than implementing any other strategy
  • Many tools/channels out there but will focus on 4 most popular
  • Youtube: Second biggest search engine after googleGood for SEO as videos rank high, 200mil videos watched daily
  • As with everything it is important to measure progress and results, we recommend using analytics tools such as google analytics or catalystsonar to measure website traffic etc.
  • Once you have a certain amount of engagement you will find logging on to each individual tool cumbersome. you can automate some of the processes and managing the volume of interaction by using aggregation tools such as hootsuite or tweetdeck, thus working more efficiently ….You might doubt the relevance of the tweets you are seeing on the screen…
  • The separation between business and personal lifes doesn’t exist anymore, they are blurring, nothing we can do about it, so we either learn to manage it or ??
  • Spredfast: campaign management but also more sophisticate reporting(Also: Chatter (salesforce)- private collaboration space for companiesNing: create your own social network
  • Transcript

    • 1.
    • 2. Who are we…
      Bio I'm a Business Strategist, Social Media enthusiast, Toastmaster, Les Mills instructor, wake & snowboarder, soccer fan, health freak & food lover.
       
       
      Bio Sales, marketing and the quest for ultimate customer service, plus a dash of email and social media marketing for fun.
    • 3. This session will explain
      What social media is
      Why it is important for business
      Why you should have a social media strategy
    • 4. 1. What is social media?
    • 5.
    • 6. Social media is like dog food. Bite-sized chunks over time.
    • 7. open content,
      open access
      => Constantly
      changing
    • 8. It’s a new environment, which is changing how we engage with the world.
      © 2010
    • 9. What is Social Media
      Social media creates customer centric businesses using web-based technologies.
    • 10. Builds brand awareness
    • 11. Increases visibility
    • 12. Expands communities
    • 13. Benefits
    • 14. Improves search engine ranking
    • 15. 2. Why do you need to know about social media?
    • 16. Power of Social Media - Gen Y
      14%
      78%
    • 17. Power of Social Media- Worldwide
      China
      India
      United States
      Indonesia
    • 18. Years to reach 50 million users
      13 years
      4 years
      38 years
      3 years
      6 years = 500 million
      17 months = 3 million
    • 19. 80% of US companies use social media for recruitment.
    • 20. The fastest growing segment on facebook is 55-65 year old females.
    • 21. 50% of the mobile internet trafficin the UK is for facebook Imagine what this means for bad customer experiences.
    • 22. The ROI of social media is that your business
      will still exist in 5 years.
      By Eric Qualman
    • 23. Power of Social Media- New Zealand
      60%
    • 24.
      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.
    • 25. 3. Case studies
    • 26. How Obama tweetedhis way to theWhite House.
    • 27.
    • 28. How AirNZ uses social media
    • 29.
    • 30. Case study-
      Tweet4yourTee
      © 2010
    • 31. © 2010
    • 32. Case study-Unleashed
    • 33. Approx. 50% of traffic was from social media sites
      25% sign-up rates
    • 34. Social media for a good cause
    • 35. Natalie
    • 36. Social Media and the press
      © 2010
    • 37. © 2010
    • 38. 4. Whatto consider when engaging in social media?
    • 39. R
      eal cost
      valuation & Measurement
      lignment
      onsistency
      onesty & Transparency
      E
      A
      C
      H
    • 40. R
      eal cost
      Needs proper resourcing & planning
    • 41. E
      valuation & Measurement
      Evaluate progress & results
      Measure website traffic, leads etc.
    • 42. A
      lignment
      Social media strategy = business strategy
    • 43. C
      onsistency
      Consistent across channels
      Consistent engagement
      Consistent personality
    • 44. H
      onesty & Transparency
      React to negative & positive feedback
      Clarify purpose
    • 45. Level of engagement
    • 46. 5. How do you implement a social media strategy?
    • 47. Reactive (Protect)
      Proactive (Exploit)
    • 48. 6. The tools/channels
    • 49. Overview of social media sites
    • 50.
    • 51. A comparison
    • 52. 7. How do you measure your social media efforts?
    • 53. Analytics
    • 54. Volume and automation
    • 55.
    • 56. Some tools
      Hootsuite – Managing most common social media sites http://hootsuite.com/
      Tweetdeck - better mobile application
      http://www.tweetdeck.com/
      Spredfast – Social media campaign managementhttp://spredfast.com/
      Google alerts – set up alerts for
      keywords you are monitoring
      http://www.google.com/alerts
      Tweetbeep– like google alerts for
      twitter http://tweetbeep.com/
      Icerocket & twingly – search engines for blogs etc. http://www.icerocket.com http://www.twingly.com/
    • 57. Recap:
      What is social media
      Why it is important for business
      Why you should have a social media strategy
    • 58. The one day workshop will
      How a social media strategy can help you drive your business strategy
      How to implement a social media strategy
      Explain how the different tools can be used (focus on FB, Twitter, LinkedIn)
    • 59. Questions?
      Tom.Reidy@catalyst90.com
      021 779 298
      @TomReidy
      Sabrina.nagel@ecentre.org.nz
      021 022 62 170
      @sabrinanagel
      workshop@catalyst90.com