Introduction to social media - Shahnawaz Karim


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Introduction to social media. This PPT gives you all the information that you need to know about social media as well as how to implement the campaigns.

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Introduction to social media - Shahnawaz Karim

  1. 1. An Introduction to Social Media By Syed Shahnawaz Karim
  2. 2. INTRODUCTION “No profession stands to influence social media more than public relations.” Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media
  3. 3. INTRODUCTION o Social media defined o 10 keys to social media success o Social media tools
  4. 4. SOCIAL MEDIA DEFINED Social media is a conversation online. Look who’s talking: o your customers o your donors o your volunteers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
  5. 5. SOCIAL MEDIA DEFINED The conversation is not: o controlled o organized o “on message” The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.
  6. 6. SOCIAL MEDIA DEFINED o o o o o o o o o o o Social Networks News & Bookmarking Blogs Microblogging Video Sharing Photo Sharing Message boards Wikis Virtual Reality Social Gaming Related: o Podcasts o Real Simple Syndication (RSS)
  7. 7. SOCIAL MEDIA DEFINED The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
  8. 8. SOCIAL MEDIA DEFINED “It is about putting the „public‟ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.” Brian Solis, The Social Media Manifesto
  9. 9. SOCIAL MEDIA DEFINED Word of Mouth is the Future of Marketing Marketers can effectively use social media by influencing the conversation. One way to do this is by delivering great customer service experiences.
  10. 10. CASE STUDY o Zappos, an online clothes & shoe retailer, makes customer service central with a focus on “making personal and emotional connections.” o Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre) o Use Twitter to promote their brand o o o Website displays any public tweets mentioning of their brand CEO has over 400,000 followers 430 employees on Twitter o $1billion in sales last year and their expanding into new product categories
  11. 11. SOCIAL MEDIA DEFINED o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group o 87% trust a friend’s recommendation over critic‟s review - Marketing Sherpa o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
  12. 12. SOCIAL MEDIA DEFINED Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. o o o o o 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
  13. 13. SOCIAL MEDIA DEFINED o Indians go Online for: o o o o o o o o o o o E-mailing – 94% Music Downloading – 72% Instant Messaging(IM Chatting) – 56% Job Search – 56% PC to SMS – 55% Social Networking – 54% (Fastest growing) Info Search Engine – 52% Watching videos – 50% Wallpapers – 50% Online Communities – 50% Data source:
  14. 14. SOCIAL MEDIA DEFINED o China – 300 million o US – 207 million o India – 100 million o India 40 million access internet through their mobile phones. Which is only 8% of those carrying mobile phones
  15. 15. SOCIAL MEDIA DEFINED • Younger users (under 45) and women use these sites for socializing • Older users use these sites to obtain and share information • Youth (12-17) use these sites for entertainment
  18. 18. SOCIAL MEDIA DEFINED Social media can help you in all stages of marketing, selfpromotion, public relations, and customer service: o o o o research strategic planning implementation evaluation
  19. 19. SOCIAL MEDIA DEFINED o o o o o o o o o o o Learn what people are saying about you Create buzz for events & campaigns Increase brand exposure Identify and recruit influencers to spread your message Find new opportunities and customers Support your products and services Improve your search engine visibility Gain competitive intelligence Get your message out fast Retain clients by establishing a personal relationship Be an industry leader – not a follower
  20. 20. SOCIAL MEDIA DEFINED "What's the ROI for putting on your pants every morning? But it's still important to your business." Scott Monty, Digital Communications Manager at Ford
  21. 21. SOCIAL MEDIA DEFINED Reach o Website visits / views o volume of reviews and comments o Incoming links Action & Insight o Sales inquiries o New business o Customer satisfaction and loyalty o Marketing efficiency Engagement & Influence o Sentiment of reviews and comments o Brand affinity o Commenter authority/influence o Time spent o Favourites / Friends / Fans o Viral forwards o Number of downloads Source: The Digital Influence Group, Measuring the Influence of Social Media
  22. 22. SOCIAL MEDIA DEFINED Resources required for social media may include: o o o o o o o Strategic consultation Training Creating content Integrating tools Distributing content Relationship management Measuring value
  24. 24. KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share
  25. 25. KEYS TO SUCCESS 1. Discovery (people, competition, and search engines) 3. Skills (identify internal resources and gaps) 2. Strategy (opportunities, objectives) 4. Execution (tools, integration, policies, and process) 5. Maintenance (monitor and adapt) Source: 5 Phases of Social Media Marketing
  26. 26. CASE STUDY o o o o o o YouTube MySpace Facebook Twitter EHarmony “Digits” (their own online community) o Virtual communities – Second Life Source:
  27. 27. CASE STUDY Leveraged core goals across all networks: 1. Reinforce their brand as tax experts 2. Deliver on advocacy positioning of the brand 3. Present the brand as being innovative o Through “unexpected and meaningful interactions with consumers”
  28. 28. CASE STUDY o Be community appropriate and relevant (interacting on Second Life is different than YouTube) o It’s not free Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?
  29. 29. CASE STUDY 1. Brand Perception o Evaluated brand metrics through a brand tracking study 2. Engagement o o 600,000 YouTube views 1 million unique visits to their community site 3. Word of Mouth o Increased online mentions in blogs, forums, and other social media
  30. 30. KEYS TO SUCCESS o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen
  31. 31. KEYS TO SUCCESS o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight o Companies that use crowd sourcing include: o o o o o o o o Starbucks (MyStarbucks) Dell (Ideastorm) DuPont Netflix Wikipedia Mechanical Turk (Amazon)
  32. 32. KEYS TO SUCCESS Amelia Arlington
  33. 33. KEYS TO SUCCESS 56 unanimous responses in under 4 minutes from
  34. 34. CASE STUDY o Chevy contest asks people to create a winning commercial for the Tahoe SUV o Website gives people online tools to make their own commercials including the ability to customize text
  35. 35. CASE STUDY o Users subvert contest with ads slamming the Tahoe brand o Chevy eventually removes the website displaying videos critical of their product o Many parodies still exist online (number one search result for “Chevy Tahoe” on Youtube)
  36. 36. CASE STUDY Lessons learned: o Be careful when you ask for …. user generated content can’t be controlled o If you’re going to ask people their opinions be prepared to have a conversation
  37. 37. KEYS TO SUCCESS o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away
  38. 38. CASE STUDY o Belkin employee busted offering payment for fake positive product reviews o Belkin president claims it’s an isolated incident o Influential tech blogs expose a larger cover up and name more employees involved
  39. 39. KEYS TO SUCCESS o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
  40. 40. KEYS TO SUCCESS o Don't shout. Don't broadcast. Don’t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to.
  41. 41. CASE STUDY
  42. 42. KEYS TO SUCCESS o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you
  43. 43. KEYS TO SUCCESS o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution
  44. 44. KEYS TO SUCCESS o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they’re ready when you need them
  45. 45. KEYS TO SUCCESS o You need buy in from everyone in the organization o Convince your CEO that social media is relevant to your organization o Get your communications team together, discuss the options, then divide and conquer
  46. 46. KEYS TO SUCCESS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Experiment with social media Make a plan Listen Be transparent & honest Share your content Be personal and act like a person Contribute in a meaningful way See criticism as an opportunity Be proactive Accept you can’t do it all yourself
  48. 48. THE TOOLS o o o o o o o o o o o Social Networks News & Bookmarking Blogs Microblogging Video Sharing Photo Sharing Message boards Wikis Virtual Reality Social Gaming Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
  49. 49. THE TOOLS o People and organizations connect and interact with friends, colleagues and fans. o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning. o There are niche social networks for just about everything.
  50. 50. THE TOOLS o create online profiles o share photos, video, and audio, links o send private message and instant message o learn more about people and organizations o Follow brands, celebrities, and gain your own fans
  51. 51. THE TOOLS o Contains profiles of Fortune 500 executives and leading entrepreneurs o average individual salary on LinkedIn is $109,000 o On LinkedIn your can: o Post a profile and resume o Connect with colleagues o Share professional recommendations o Find jobs o Forums to demonstrate expertise and find answers
  52. 52. THE TOOLS o Fastest growing social network in Canada and the world (200 million members) o Powerful tools to engage and understand your audience: o o o o o Brand pages Custom applications Targeted advertising Audience insights/metrics Opinion polls
  53. 53. THE TOOLS o Your brand’s homepage on Facebook. o Allow you to post photos, videos, events and other messages. o Users interact with you by o o o o Becoming fans Commenting on your posts Participating in discussions Post photos to your page o Fans see your page updates in their newsfeed
  54. 54. THE TOOLS o Facebook ads give you the ability to advertise directly to specific demographic groups o This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
  55. 55. THE TOOLS o o o o o o o o o Location Age Sex Keywords (appear in your users profile) Education Workplace Relationship status Relationship interests Languages
  56. 56. THE TOOLS
  57. 57. THE TOOLS What you need: o Ad message (title and body) o Image (make it compelling) o Destination URL (where you want the ad to take people) o Social actions (optional)
  58. 58. THE TOOLS o Social actions show related stories about a user’s friends alongside your ad. o People can vote whether they like or dislike your ad.
  59. 59. THE TOOLS o Very affordable and easy to control your budget o You can specify a daily budget o Schedule specific dates for your ad to run o Pay for clicks (CPC) or impressions (CPM)
  60. 60. THE TOOLS o Facebook Insights provides information about your ad campaign: o Track ad performance with real-time reporting o Gain demographic and psychographic insights about people that view or take action on your ad o Use this information to identify how you can improve your campaign to maximize your results
  61. 61. THE TOOLS o Identify clear goals for your ad o Know who you’re trying to reach o Ensure ad headline, copy and image is relevant o Experiment to get it right o Monitor your campaign and adjust o Know when to quit
  62. 62. THE TOOLS o Applications are entertainment and productivity tools that run within facebook o Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page o When fans use your applications social stories are created that appear in their friends news feed and link back to your page
  63. 63. THE TOOLS
  64. 64. THE TOOLS Add social capabilities to your website by integrating with Facebook: o Users log in to your website with their facebook identity o You can access their profile information to learn more about them and deliver targeted content o Publish information back to their friends’ streams on Facebook to bring their friend to your website
  65. 65. THE TOOLS Do Don’t o establish a presence on the social networks your customers and colleagues use o create a page and fail to maintain it o create a page to promote your brand o try a hard sell approach o censor comments o point your fans to your company blog or contest o encourage a discussion and participate frequently o explore targeted advertising opportunities o spam your fans/friends with frequent private messages – you’ll drive them away o post false information
  66. 66. THE TOOLS o A blog is a website with regular entries of commentary or news o Blogs serve to establish your company as transparent, relevant, active, and expert.
  67. 67. THE TOOLS o engage in dialogue with your customers o improve your search engine visibility o promote product launches and events o gain expert status by providing useful tips
  68. 68. THE TOOLS Do Don’t o post on a regular schedule o write press releases – be real about why something is exciting o encourage conversation by asking questions o let complaints go unanswered o respond to people that comment on your posts o make users register to comment – they won’t bother o use a few bloggers from your company for more viewpoints o delete fair but critical comments
  69. 69. THE TOOLS o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to promote themselves, share content and follow friends, celebrities and brands o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
  70. 70. THE TOOLS Twitter can help you: o share timely information o promote useful content including resources, contests, deals, etc. (not just your own) o personify your brand o connect with your customers and develop leads o build credibility and influence o listen to consumer buzz o research competitors o network and learn from experts in your field
  71. 71. CASE STUDY o Churches use Twitter to: o Ask questions o Share insights o Highlight content o Hype events o Trinity Church uses Twitter to tell Passion of Christ o Westwinds Church experiments with Twitter during services o Distracting or Enriching?
  72. 72. CASE STUDY o September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia. o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well o The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
  73. 73. CASE STUDY o January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: o 202 real-life meetups across the globe, hosted by volunteers o $250,000 USD raised at these events o 55 wells are planned across Africa & India
  74. 74. CASE STUDY o April 09: The first "well that Twitter built" is dug o April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support o Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity
  75. 75. CASE STUDY o Social media campaign expands: o Staff post Twitter updates delivering the results of donations o Website hosts videos of drilling progress made in Africa o A driller tweets live from Central African Republic o Hundreds of videos uploaded to YouTube by charity and supporters water o Facebook Causes page with over $61,000 donated
  76. 76. THE TOOLS Do Don’t o find and share useful content o sound like a press release – you’re in a social space o pose questions and reply to others o keep it fun - put a friendly face on your brand o promote sales, deals, news, updates, and build buzz for big releases or events o know what people are saying about your brand o spam with constant links to your company website, either in tweets or private messages o post useless information – do people really care what you had for lunch?
  77. 77. THE TOOLS o Video sharing sites let you upload videos and share them with people. o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, howto’s and a behind-the-scene look at your organization.
  78. 78. THE TOOLS o helps you gain exposure and direct traffic back to your website o sparks interest without a hardsell o videos can be low-fi and cheap to produce - immediacy and content is more important than quality. o videos can be a place to showcase your leadership in a field, and spread customer testimonials
  79. 79. CASE STUDY o Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign o Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout o Launched the website and a YouTube channel
  80. 80. CASE STUDY o Videos went viral generating “millions of dollars in brand recognition” o Channel Views: 3,469,098 o Subscribers: 183,949 o Online Blendtec blender sales increased 500% o The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
  81. 81. CASE STUDY Lessons learned: o Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch) o Experiment – the idea might not have worked, but what could they lose?
  82. 82. THE TOOLS Do Don’t o be informative, useful, or entertaining o just upload infomercials o create a summary and detailed description o post video replies to others o allow commenting and participate in the conversation o save bandwidth costs on your website by hosting videos on YouTube o be afraid to experiment until you find a formula that works. o pull down other people’s videos showcasing your product for copyright infringement o make your video longer than it needs to be – keep it concise and entertaining
  83. 83. THE TOOLS o Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks. o Community votes on your submissions so they either rise to the top or drop to the bottom.
  84. 84. THE TOOLS Do Don’t o link to relevant articles about news in your field (not just your own content) o spam by consistently bookmarking your own material o make friends with other bookmarkers in a legitimate way. o respect the terms of service o (reddit allows self-promotion, digg does not) o cheat by tagging your bookmarks with irrelevant popular keywords o open multiple accounts and vote for yourself – you’ll be exposed
  85. 85. THE TOOLS o Photo sharing sites give you a place to upload and organize your photos o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
  86. 86. THE TOOLS o detail the launch of a new product, from initial sketches to the launch party o promote special events, charitable campaigns, and awards ceremonies o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
  87. 87. THE TOOLS Do Don’t o tag your photos with relevant keywords o stuff linked keywords into your photo descriptions or comments o use your web site address or brand name as your Flickr screen name o plaster your URL all over the photos you upload o upload quality photos of your products/services, and things related to your business o link prominently from your web site to your Flickr photostream o discourage people from using your photos (as long as they provide attribution such as a link back to your website)
  88. 88. THE TOOLS o An Internet forum, or message board, is a bulletin board system in the form of a discussion site o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
  89. 89. THE TOOLS Do Don’t o keep the message board active by regularly participating in the conversation o build it and expect people to start participating without encouragement and seeding o collect minimal information during registration o forget to moderate - spammers and trolls will drive users away o keep focus and attract users by clearly identifying your community purpose and target audience o censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it. o promote popular discussions throughout your website
  90. 90. THE TOOLS o A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools o Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
  91. 91. THE TOOLS Do Don’t o find references to your organization and have inaccuracies updated o rely on social reference websites to be accurate o read the terms of use to ensure you are allowed to edit an entry about you o research competition o use wikis to collaborate with your team o spam or overtly advertising – it could get you banned o use it for Search Engine Optimization (Wikipedia prevents search engines from following links) o Don’t sabotage competitor’s entries about competitors (You could get caught)
  92. 92. THE TOOLS o Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding o people interact through characters called avatars o residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another
  93. 93. THE TOOLS o hold media conferences in Second Life to generate buzz (World Bank reports in world) o create and sell branded products accompanied by coupons and advertising for real-world stores o purchase land, build stores, and open for business o publish streams of audio or video on people’s properties
  94. 94. THE TOOLS Do Don’t o Use it to generate publicity publicity for real world activities o find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated! o be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds. o just try to recreate your realworld brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there. o be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother.
  95. 95. THE TOOLS o A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. o Podcasts can be simple recordings of conversations, presentations, or interviews o They’re a chance to provide build an audience around your brand or message.
  96. 96. THE TOOLS Do’s Dont’s o come up with a format (form, topic, and duration) o worry about length o prepare don’t script (or you’ll sound stiff) o invest in a lot of equipment – simple tools and software are all you need to get going o use a good microphone (but no need to over produce) o promote your podcast on your website and podcast directories o leave too much time between podcasts – it could prevent you from building an audience
  97. 97. THE TOOLS o RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers. o an effective way to distribute your content and lead users back to your website
  98. 98. THE TOOLS
  99. 99. THE TOOLS Don’t Don’t o offer RSS feeds for your website’s blog, news, events, and podcasts o spam your subscribers by including excessive advertising in your RSS feed o subscribe to RSS feeds relevant to your industry or interests o include a title and description only so subscribers need to visit your site for the full story o track your subscribers o go overboard – limit RSS feeds to content frequently updated o freak out when a splogger hijacks your content – this could actually help your search engine rank
  100. 100. 3 TAKE AWAY MESSAGES 1. Word of Mouth peer-topeer discussions are more influential than the mass media 2. Participate by enabling and feeding the conversation (follow the 10 keys to success) 3. Be transparent & honest
  101. 101. REFERENCES o PR 2.0 o Groundswell Blog o Social Media Today o Chris Brogan o Social Media Trader o Web Strategy by Jeremiah o Online Marketing Blog o Micropersuasion o Six Pixels of Separation o PR Squared
  102. 102. INSPIRATION & CREDITS o Social media Is.... o Groundswell Blog /2007/12/the-postmethod.html o What the F**K is social media o Shannon Paul's Blog o The Social Media Manifesto o Measuring the influence of social media business-impact-of-social-media