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Best Practices Social Media Marketing For Business

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Introduction to Effective Social Media Marketing for Business - 13 November …

Introduction to Effective Social Media Marketing for Business - 13 November


Recent research from analyst house Gartner has forecast that not responding to social media will become as fatal to a brand image as not replying to phone calls and emails are today.The purpose of this presentation is to provide you with an introduction to Social Media, we will cover

the top social media channels to use. How to get started, Hints & Tips and Best Practices. We will also cover examples of how Social Media

Marketing can drive real business results. The social media channels that will be covered are LinkedIn, Twitter, Google +, Facebook and Ning. There will be an opportunity for Live Q&A

Best Practices Social Media Marketing For Business

Speaker - Surekha Parekh WW Marketing Program Director

Published in: Business

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  • My name is Surekha Parekh I have over 25 years business experience in various roles . My current role is world wide Marketing Program Director which includes Social Media Strategy and planning I am responsible for a software product in IBM called DB2 . This is a database product and drives over $1.6 billion dollars of revenue - it is used by many companies including the main high street banks and most of the fortune 100 companies. Organisations store mission critical information/data using this database. My mission is to drive and grow DB2 Revenue Four years ago I completed my Exec MBA at Warwick Business School – my dissertation was on Social Media Marketing and this was in the early days of social media and I was interested in how businesses could use social media marketing to drive revenue. We all know Business is all “building and developing relationships” and I wanted to demonstrate that organisations can grow revenue by building “virtual relationships”
  • These are the objective today We will cover the importance's of Social media for businesses Help you understand the connection between business/marketing & social media Define Social Media & the various tools available Share best practices & lessons learnt We all know that Social Media Marketing is becoming a high priority for businesses – marketing budgets are declining and social media is changing the business and marketing worlds We will cover the importance of Social media marketing for business and the connection between marketing & Social Media. There are multiple social media channels an it is impossible and not advisable to use them all. I will cover the main social media channels & tools available and share best practices. Finally you will have a contact name for mentoring/advice around social media. Please feel free to connect with on LinkedIn.
  • What you will learn What is Marketing ? Social media has completely blurred the lines between all aspects of marketing. We live in a world where Facebook posts double as paid ads, and people’s tweets are a form of journalism. As a result, in the new year brands will really embrace the concept of “converged media,” and see owned, earned and paid as a unified program. What is Social Media Marketing ? The world of social media underwent major changes in 2012.  We saw the addition of Facebook Timelines for Fan Pages, the rise of Pinterest, revamped LinkedIn Company Pages, improved Twitter profile pages, and the increasing pressure to prove social media ROI.  As more companies begin leveraging social media for marketing, sales and customer service, it is more important than ever to stay ahead of the curve The importance of Social Media Social Media will become an essential – not optional – form of communicating with customers. More companies will use Facebook and Twitter to both listen to their customers, solicit feedback, and practice public crisis management. What Social Media Channels Blogs Facebook LinkedIn Twitter World of DB2 for z/OS Getting Started of Social Media Channels Pros & Cons of Social Media Networking ? Best Practices Questions & Answers
  • Recent research from analyst Gartner has forecast that not responding to social media will become as fatal to a brand image as not replying to phone calls and emails are today. Gartners’ 3 point Strategy for Businesses Participate and don’t let a negative remark put you off Don’t have a blanket reply; develop appropriate responses dependent on the comment Plan for a spike in social commentary and develop communications practices to cope with it Perhaps worryingly, Gartner found that while over half of companies monitor their social media usage and response, just under a quarter (23%) collect and analyse the data.
  • What is Marketing ? There are many definitions of Marketing however basically Marketing is about understanding customer needs and wants and satisfying them efficiently & effectively to make a profit There are 7 Steps of Successful Marketing that you will all be familiar with and social media tactics can be used at each stage 1. Creating services or products 2. Educating prospects 3. Building rapport with customers or prospects 4.Demonstrating your passion 5. Putting your prospect or client’s best interests first 6.Providing excellent service 7. Keeping in touch with clients
  • Slide 7 So what is Social Media ? Social Media are internet and mobile based tools for sharing and discussing information with people. Social Media offers ways to exchange information through the use of clicks or downloads/uploads – for example you can invite customers or prospects to download a whitepaper or webcasts . Social Networking is nothing new – humans are all about social interaction and building relationships – the only new concept here is the technology to build relationships Social Media Marketing is essential tools for all marketers to directly impact revenue . The great thing about social media is that IT is FREE or low costs In relation to paid advertising and it has been proven to generate more responses or leads
  • This is the Marketing AIDA funnel - Awareness – Interest – Desire & Action Social Media tactics can be used at any stage of the marketing funnel – certain social media changes are more effective at different phases of the marketing funnel
  • There are 5 relationship variables important in building relationships with prospects or clients – this is true in the virtual world as well as the real world Firstly there is Commitment ( People will only buy from people that they trust and where they feel there is some commitment ) Trust – high level of trust creates positive attitude Customer orientation/empathy - understanding customer’s pains or position - we buy from organisations/people that understand our business pain or need . E.g most organisations are looking to cut costs in the current climate – if we can demonstrate that we understand these challenges that organisations are facing we build trust and commitment in the relationship. Social Media is no different to real relationships Experience/satisfaction - positive experience creates trust - negative experience hinder relationship If we have a positive experience with organisations we will go back and buy from them again – if we have a negative experience we will lose trust and feel no commitment so will not buy from them again. Communication – two way discussions - giving and receiving Finally – it is important to have effective 2 way communication – most social media channels enable 2 way communication
  • One of the primary objectives for organisations is to use Social Media Marketing is to drive revenue This is the classic sales and marketing conversion funnel – most marketers will be aware only 2-4% of the funnel result in increased sales revenue. Therefore one would expect that if more targeted people arrive at the top of the funnel, In theory this would result in more qualified leads and increase revenue
  • 10 Questions Marketers want answered about Social Media Marketing What are the best practices and tactics to use ? How do I measure the effectiveness of social media ? Where do I start ? How do I manage social balance ? What are the best sites and tools out there ? How do I make the most of my available time ? How do I find and focus my efforts on my target audience ? How do I convert my social media efforts into tangible results ? How do I cohesively tie different social media efforts together ? Does social media marketing work and if so how effective is it ?
  • Facebook is Ranked No1 of top 5 social networks – these varying depending upon the data analysed however the top 3 are definitely FB,LinkedIn & Twitter Based on popularity (Unique Monthly Visitors) Facebook Estimated at 750,000,000  (total visit estimated at 1.7 billion) Twitter Estimated at 250,000,000 LinkedIn Estimated at 110,000,000  MySpace Estimated at 70,500,000  Google Plus+ Estimated at 65,000,000 
  • Are you always wondering which social network is hot and which is not? Which one should be a priority for your personal branding efforts and which one should be a focus for your business? And how many social networks can your business really continue to pay attention to? Well here you will see the search growth rates of the 6 major social networks that I think are most important to businesses and our social media marketing efforts. All this data is thanks to some amazing research by Ignite Social Media   While many people watched Facebook’s IPO flounder a bit this year, the fact is that everyone else is simply jealous of their position as the king of social networks. Yes, their growth is flattening out. But is anyone else close to catching Facebook on volume and engagement? No! Facebook is forcing many brands to begin to address their customers as people and that cannot be a bad thing. There is a lot of opinion on Google Plus in the blogosphere. This is a social network that should be on the radar for businesses. Quality over quantity ? Maybe Because Google is the most popular search engine businesses need to keep an eye on Googleplus Slow and steady growth Linkedin Linkedin is also becoming an amazing content curator with Linkedin Today . Top B2B social networking site Pinterest – It is different type of social network and taps into the need and growth of all things visual. I’m not sure what the future of Pinterest is but I am still engaging there a few times a week. I’m not sure businesses need to be there, but they need to figure out how to make content interesting in a visual world. Another slow-and-steady growth rate. Watch this network…Very closely. If you are not creating content for Slideshare , you are missing out. I think this is one of the most under-utlilzed social networks in B2B Marketing. Every business should have a sales deck, the latest event keynote, and your best marketing content on slideshare. It looks like YouTube may have reached a limit but like Facebook, you need to keep this stagnation of growth in perspective. YouTube is the second largest search engine after only their parent Google. The amount of content shared, consumed and time spent on the video-sharing site is hard to believe. The best thing about YouTube is that you cannot hide. Video views is a brutal judge of the content loaded up. Some brands get lucky. Some brands have figured out the recipe for success and some brands are still wandering in the dark. Twitter continues with a steady growth rate. I think Twitter is also really important for brands. Learning how to communicate something of value in 140 characters is a huge challenge for many brands still. Twitter has forced businesses to address the need  to share helpful information and to stop the constant flow of overly-promotional marketing messages. Twitter forces brands to think like people, connect and engage.
  • Blogs - Web sites designed to let you easily update or change content and allow readers to post their own opinions and reactions There are several different types of Social Networking Channels and each has it strengths and weaknesses. The channels that you decide to use for your business depends on your Objectives . Remember the key to successful social media marketing is that the “channels” must be as a “means “ to the “end” and it really depends on what you are trying to achieve I will cover the various social media channels an will cover the channels that I believe are more effective for businesses in more detail . Here is a quick summary of social media channels 1. Blogs – these are basically websites designed to let you easily update or change content and they let users add their own opinions 2. Social Networking Services - These are social networks like facebook and were originally developed to facilitate the exchange of personal information (messages, photos, videos) . Full Networks :- Facebook or MySpace Micro Blogging (short messages) :- Twitter Professional Networks :- LinkedIn Plaxo Other Speciality Networks within vertical industry or demographic 3. Community Building services - these are on-line virtual communities – one stop shop where you can share information with “like-minded “ people . NING (World of DB2 for z/OS) 4. Social Networking Sharing Services – These are social networks where you can share videos, photos & audio YouTube , Flicker, Podcast Alley
  • I will not cover these social networking channel in detail because the ones that I have already covered are more important for businesses – however I have included these for completeness There are many Bookmarking sites , professional networking sites and job sites and also GPS applications for mobile devises Bookmarking Sites Reddit , Digg , Del.icio.us , StumbleUpon , Technorati , and many more Other Professional-Networking Sites Ecademy , Focus , YorZ , Xing , Ziggs , Plaxo , and yes there are many more Job Sites CareerBuilder . com, The Wall Street Journal's CareerJournal, CollegeRecruiter.com, Monster, Sologig, AllFreelance.com, Freelance Switch Job Listings, GoFreelance, Yahoo! Hot Jobs, and others  
  • I will cover LinkedIn first because is the most Powerful B2B Social Network 61% B2B companies have acquired a customer via LinkedIn LinkedIn drove more B2B website traffic nearly 3 TIMES > Twitter Main Use is for documenting professional experiences Also… Professional networking Professional discussion groups Job opportunities
  • Founded in Dec 2002 Launched in May 2003 Mainly used for professional networking People use linkedIn to exchange information, ideas & opportunities In today’s economic climate, it’s no wonder LinkedIn is thriving. LinkedIn currently has 161 million subscribers [31] About half of the members are in the United States and 11 million are from Europe. With 3 million users, India has the fastest-growing network of users as of 2009. The Netherlands has the highest adoption rate per capita outside the US at 30%. [35] LinkedIn recently reached 4 million users in UK, [36] 1 million in Spain, [37] and nearly 1 million in Pakistan. As of March 2011 the service had 44 million users in the US and 56 million outside. [38]
  • Use Keywords find the right words to describe your current position use KEYWORDS in PROFILE HEADLINE & Summary (Search Engines & LinkedIn use KEYWORDS) Add PHOTO Add your company website URL not personal URL LinkedIn Status not like FB – should be Business Focused not PERSONAL
  • Hints & Tips of LinkedIn Build a network of strong ties Follow an in-person meeting with LinkedIn Connection request Follow up on phone calls with LinkedIn requests Do not use generic requests add some details Review LinkedIn suggested contacts Connect to all work colleagues shows strong impressive of connected company Reach out to people in your groups but ADD context to REQUESTS
  • Main message here is to Join groups relating to your profession connect with people you have worked with. Collaborate in discussions & SHARE information
  • This is just an example of 2 way communication and direct messages from Twitter which we will cover soon.
  • Summary - Leverage Existing groups If group does not exist for your target audience only then create new group. Group management 24x7 Many groups are inactive /no engagement If group already exist ask group owner if you can create a sub group Increase your personal network with target audience Share discussions with via other social channels
  • #1 Social Network is Facebook As of Oct 2012, Facebook has over  1 Billion active users Facebook users can Create a personal profile Add other users as friends Exchange messages Includes automatic notifications of profile updates users Join common-interest user groups Interesting fact is – 1 out of every 7 people on the planet are active on FB every month
  • Facebook Fan pages are used my businesses to increase awareness and share and collaborate information Companies use FB to maintain an on going public dialogue with colleagues, customers and propects Integrate with other social media channels such as Twitter,Youtube,Pinterest etc 35+ Demographics represent 30% of the user base In 20 minutes 1M links are shared on Facebook 71% of USA internet users are on Facebook
  • Join Facebook Fan page and stay in touch your Community Collaborate Share Social or business information with “like-minded “ individuals
  • Growing fast More than 500M users - 170M active (as of 2012 ) The number of Twitter users logging in every month is up by 82% since the beginning of the year 55 million users  log in to Twitter from their phone or tablet each month Projected growth by the end of the year is an additional 26 million users Twitter hosts approximately one billion tweets every 5 days Twitter has set a new record for tweets per second of 8,900 (TPS) Age Group of Twitter users 35-49 year old age - which is largest demographics Benefits Immediate, Portable & EASY ! Posts can be written and received via variety of devices inc cell phones, ipads etc Since people are on computers & mobiles daily Twitter is ideal tool for marketing
  • This diagram shows the top 20 countries that use Twitter - Netherlands is top followed by Japan and Spain Growing fast - Twitter grew at 1392% growth rate between Feb 2008 and Feb 2009 In Feb 2008 it had 7038 million users compared to 65.7 million on Facebook at the same time Age Group of Twitter users 35-49 year old age - which is largest demograghics In Jan 2009 735K uniques visitors accessed Twitter through mobile phones - average unique visitor went to Twitter 14 times during the month and spent average 7 minutes on the site.
  • Growing fast - Twitter grew at 1392% growth rate between Feb 2008 and Feb 2009 In Feb 2008 it had 7038 million users compared to 65.7 million on Facebook at the same time Age Group of Twitter users 35-49 year old age - which is largest demograghics In Jan 2009 735K uniques visitors accessed Twitter through mobile phones - average unique visitor went to Twitter 14 times during the month and spent average 7 minutes on the site.
  • Twitter Do’s I will not read all this list out but will cover some of the important ones 1. Do create a Twitter profile that helps people verify your legitimacy 2. Do let consumers know who they are talking to (a real person, not a bot) 3. Do protect consumer information 4. Do provide customer care and feedback 5. Do include your social media affiliations on your corporate Web site 6. Do see what other businesses are doing on Twitter 7. Do use Twitter search engines for keyword searches around brands, products 8. Do follow Twitterers with similar interest to establish a brand presence with conversation 9.Do use Twitter to start a conversation – ask your followers to come up with new ideas or ask what they’re doing now 10.Do learn about customer needs – what other things are customers interested in? 11. Do advertise an event or promotion 12. Do ask questions and get feedback from your followers
  • Don’t 1. Don’t use Twitter to push ads or brand messaging. 2. Don’t just Tweet but also follow others to join in or start a conversation. 3. Don’t use Twitter to tell your everyday tasks; make sure your Tweets are valuable. 4. Don’t Tweet anything about clients, co-workers or others that you would not want them to see.
  • Twitter Terminology @ -- how you refer to another Twitter user. For example, @SocialMktg4U means you're either sending a tweet to “SocialMktg4U” or you're talking about “SocialMktg4U” in a tweet. Replies and mentions both contain the @ symbol. On your Twitter home page, you'll see a @Mentions link, which is where you can find mentions of your username. Replies will have "in reply to" indicated next to their time stamp. If a tweet does not have this, it's a Mention. Direct message (DM) is like a private message; replies are public. You can only send a direct message to someone who is following you. To send a DM, start your tweet with "DM @username." Hashtags are keywords that provide additional context to your tweets and make them easier for others to find. To create a hashtag, prefix a word with the hash symbol: #. You can track tags on Twitter Search. Retweeting on Twitter involves copying an original message, pasting it in a new Twitter message, then adding "RT @username" before the message to denote whom you received the original tweet from.
  • Why Blogging Matters 1. It brings ideas out to the public. 2. It provides a forum for communicating. 3. It showcases new ideas. 4. It presents different perspectives. 5. It allows for disintermediation traditional media (if something written about you was wrong, set the record straight). 6. It allows people to find you through search and search engines love blogs. 7. It empowers people to respond. 8. It allows for communication with very niche segments. 9. It allows you to spark conversation. 10. It encourages collaboration with community to solve problems. 11. It helps to create your brand and get your message out.
  • Why Marketers Blog 1. Establish authority 2. Converse with customer base 3. Search related benefits 4. Instant feedback, reciprocity and commitment 5. Easy syndication with RSS
  • Example of how you can integrate blogs in other social media channels lilke online communities, linkedIn Profiles & FB
  • Effective social media measurement is the leading topic in marketing right now, and rightly so. The whole world has fundamentally changed with the arrival of social media. No of hits do not matter in social marketing world because fundamentally, unless you sell something, save money or do something differently as a result, hits don’t matter.” A hit only tells you that somebody visited a piece of online content. It doesn’t tell you about the visitor or what was subsequently done with the content, The Holy Grail is “engagement,” ‘We want some evidence that the people you’re reaching are at least alive and at least somewhat interested in the brand. If they clicked on something, bought something, downloaded something, retweeted something, or said they liked us, then we have some sign of life out there. That’s what we’re going to pay for.’ Good thinking.”
  • SMART objective Specific Measureable Achievable Realistic Time Strategy - Segmentation - Who are you going to target ? What are their needs and wants ? What do we have to satisfy needs and wants Multiple social networking sites and communities exist today. There is no need to re-invent the wheel . Leverage existing groups and communities if they are your target audience Focus on objective e.g if your objective is to drive registrations for particular tactic
  • Test Notes Benefits of social media marketing Facilitates two way communication and content sharing Can become productive component of career development Can enhance your company's online visibility, Strengthen relationships with clients, partners, suppliers et al Minimal upfront cash required FAST Access to information, resources and people
  • We are in a hyperconnected world. The widespread adoption of Social Media platforms makes this area a prime target for security threats. How do we mitigate these security threats? http://ibm.co/PkVm6w Source IBM Global CMO Survey 2011
  • Multiple social networking sites and communities exist today. There is no need to re-invent the wheel . Leverage existing groups and communities if they are your target audience Focus on objective e.g if your objective is to drive registrations for particular tactic
  • Define the “I” – what’s the investment? Social media is not free. It costs about $10,000 to run a contest on FaceBook, for example. You have to pay people to read and respond to social media sites. The payback can be tremendous, but you do have to know what and where to invest, to expect to show credible ROI. 3. Understand your audiences and what motivates them. This knowledge determines which channels to focus on, what tone of voice to adopt, and what types of responses, offers and online content to provide. Define the metrics (what you want to become). Click-throughs, unique visitors, repeat visitors, number of friends, followers, comments, repeat comments, tweets and retweets … metrics will vary by goal, audience and vertical market. • If your goal is marketing-oriented, your metrics could include percent that are hearing, percent that are believing (as determined by surveys) and percent that are acting. • If the goal is awareness, you could assess the degree to which the messages are not just communicated, but passed along and picked up on other websites, feeds, threads and blogs. • If the goal is improving reputation and relationships, your metrics could revolve around relationship scores (based on analysis of specific phrases that determine the state of relationships), recommendations, positioning and engagement. 5. Determine what you are benchmarking against. How do your social media metrics compare to your closest competitors? To industry leaders? To your performance last quarter or last year? 6. Pick an analytical tool and conduct research. Mine some actionable insights out of structured data (hits, unique visitors, frequency of visits, etc.) and unstructured data (free-form text in comments, tweets, blog entries, articles, etc.). 7. Analyze results and glean insight, take action, measure again. Do this in a continuously improving, closed-loop process. Exploit
  • Transcript

    • 1. Social Media Marketing for Business Surekha Parekh World –Wide Marketing Program Director & Social Media Strategist
    • 2. Introduction – Surekha Parekh World –Wide Marketing Program Director & Social Media Strategist Over 25 years Business Experience – Chartered Institute of Marketing Several Business & Marketing Strategist Roles – Passionate Marketer Completed Exec MBA at Warwick Business School Business is about Building Relationships - Social Media Marketing2
    • 3. Objective Today  The Importance of Social Media Marketing for Business  Help you understand the connection between Marketing & Social Media  What is Social Media Marketing  The Social Media Tools & Channels Available  Share Best Practices & Hints & Tips  Provide contact name for mentoring or advice for future3
    • 4. What you will learn ? What is Marketing ? What is Social Media Marketing ? The importance of Social Media Marketing for Business Social Media Channels Blogs Facebook LinkedIn Twitter Virtual Communities Getting Started of Social Media Channels Pros & Cons of Social Media Marketing? Best Practices (Hints & Tips) Questions & Answers
    • 5. Importance of Social Media for BusinessRecent research from analyst house Gartner has forecast that notresponding to social media will become as fatal to a brand imageas not replying to phone calls and emails are today.Gartners’ 3 point Strategy for Businesses1. Participate and don’t let a negative remark put you off2. Don’t have a blanket reply; develop appropriate responses dependent on the comment3. Plan for a spike in social commentary and develop communications practices to cope with it Perhaps worryingly, Gartner found that while over half of companies monitor their social media usage and response, just under a quarter (23%) collect and analyse the data.
    • 6. What is Marketing ? “Marketing is a management process for responsible for identifying, anticipating & satisfying customer requirements profitably “ Chartered Institute of Marketing 7 Steps of Successful Marketing  Creating products or services  Educating prospects  Building rapport  Demonstrating your passion  Putting your prospect or client’s best interests first  Providing excellent service  Keeping in touch6
    • 7. What is Social Media Marketing ?  Social Media are primarily internet and mobile based tools for sharing and discussing information with people.  Social Media offers ways to exchange information through the use of clicks or downloads/uploads.  Social Networking is nothing new – humans are all about social interaction  Social Media Marketing is essential tools for all marketers to directly impact pipeline. IT’s FREE or low costs  Can be use at all phases of AIDA cycle7
    • 8. Social Media Marketing & A – I – D - ATraditional Marketing Tactics AWARENESSEmail /Direct MailWeb MarketingNewsletters INTERESTBrochuresVideos DESIRETestimonialsCase Studies ACTIONOffers Early BirdConferences etcEtc
    • 9. Social Media tools enables you to build virtual relationships 5 Variables important in building relationships  Commitment  Trust – high level of trust creates positive attitude  Customer orientation/empathy - understanding customer’s pains or position  Experience/satisfaction - positive experience creates trust - negative experience hinder relationship  Communication – two way discussions - giving and receiving9
    • 10. Why Social Media Marketing ?What is your objective ?
    • 11. 10 Questions Marketers/Businesses want answered about Social Media Marketing 1. What are the best practices and tactics to use ? 2. How do I measure the effectiveness of social media ? 3. Where do I start ? 4. How do I manage social balance ? 5. What are the best sites and tools out there ? 6. How do I make the most of my available time ? 7. How do I find and focus my efforts on my target audience ? 8. How do I convert my social media efforts into tangible results ? 9. How do I cohesively tie different social media efforts together ? 10. Does social media marketing work and if so how effective is it ?11
    • 12. The Social Networks ranked as “Top 5” Based on popularity (Unique Monthly Visitors)  Facebook Estimated at 1Bilion (total visit estimated at 1.7 billion)  Twitter Estimated at 250,000,000  LinkedIn Estimated at 110,000,000  MySpace Estimated at 70,500,000  Google Plus+ Estimated at 65,000,000*From “Top 15 Most Popular Social Networking Sites | August 2012”,http://www.ebizmba.com/articles/social-networking-websites
    • 13. Growth Rates ofSocial Networks
    • 14. Types Social Media Channels Blogs - Web sites designed to let you easily update or change content and allow readers to post their own opinions and reactions Social Networking Services - Originally developed to facilitate the exchange of personal information (messages, photos, videos)  Full Networks :- Facebook or MySpace  Micro Blogging (short messages) :- Twitter  Professional Networks :- LinkedIn Plaxo  Other Speciality Networks within vertical industry or demographic Community Building services  NING (World of DB2 for z/OS) Social Networking Sharing Services – facilitate posting & commenting on videos, photos & audio  YouTube , Flicker, Podcast Alley
    • 15. Types Social Media Channels Social Bookmarking Services-Like private bookmarks of your favourite sites but publicly viewable list of sites that others have recommended  Recommendation services e.g. Del.icio.us, StumbleUpon  Shopping Services:- Kaboodle or ThisNext Social News services – On these peer-based lists of recommended articles from news sites, blogs or web pages. Users often “vote”  Digg,  Technorati,  Reddit, Social geo locations and Meeting places  Foursquare, Gowalla, Loopt  Other GPS applications many of which operate on mobile devices
    • 16. LinkedIn – More for the Professional LinkedIn is the most Powerful B2B Social Network 61% B2B companies have acquired a customer via LinkedIn (source www.hubspot.com) LinkedIn drove more B2B website traffic nearly 3 TIMES > Twitter (source www.leadformix.com 2010 survey) Main Use is for documenting professional experiences  Also… Professional networking  Maintaining contact list Professional discussion groups Job opportunities http://www.linkedin.com/
    • 17. LinkedIn – Business Orientated Social Network Biggest business networking community online Join relevant LinkedIn Groups to reach your target audience Join discussions SHARE EXPERIENCES Communicate and build relationships Build TRUST - demonstrate COMMITMENT17
    • 18. Getting Started Complete ProfileJust the START Use Keywords find the right words to describe your current position use KEYWORDS in PROFILE HEADLINE & Summary (Search Engines & LinkedIn use KEYWORDS) Add PHOTO Add your company website URL not personal URL LinkedIn Status not like FB – should be Business Focused not PERSONAL
    • 19. Build a network of STRONG TIES Follow an in-person meeting with LinkedIn Connection request Follow up on phone calls with LinkedIn requests Do not use generic requests add some details Review LinkedIn suggested contacts Connect to all work colleagues shows strong impressive of connected company Reach out to people in your groups but ADD context to REQUESTS
    • 20. LinkedIn Professional Groups JOIN * CONNECT SHARE &COLLABORATE AND request subgroup for Regional DB2 USER GROUPS* Live Link, try it and click through
    • 21. Communication – 2 ways21
    • 22. Summary LinkedIn Hints & Tips  Leverage Existing groups  If group does not exist for your target audience only then create new group.  Group management 24x7  Many groups are inactive /no engagement  If group already exist ask group owner if you can create a sub group  Increase your personal network with target audience  Share discussions with via other social channels22
    • 23. #1 Social Network is Facebook As of Oct 2012, Facebook has over 1 Billion active users Facebook users can  Create a personal profile  Add other users as friends  Exchange messages Includes automatic notifications of profile updates users  Join common-interest user groups Work or pleasure?????
    • 24. Facebook Fan PageCompanies useFB to maintain ongoing publicdialogue withcolleagues ,customers &prospectsIntegrated withother social media channels such asTwitterYouTubePinterestFacebook FACTSOver 1Billionusers 1 in 7people in theworld use FB35+ Demographicsrepresent 30% ofuser baseIn 20 minutes 1Mlinks are sharedon Facebook71% of USAinternet users areon Facebook
    • 25. Facebook – The World of DB2 for z/OSJoinFacebook Fanpage and stayin touch yourCommunityCollaborateShareSocial orbusinessinformationwith “like-minded “individuals
    • 26. Twitter & HashtagsWhat is Twitter? Online social networking service and Microblogging service Users can send and read text-based messages up to 140 characters, ("tweets“)• Tweets posted to your timeline, sent to your followers, and are searchable via Twitter Search (http://search.twitter.com/)• More than 500M users - 170M active (as of 2012) Benefits  Immediate, Portable & EASY !  Posts can be written and received via variety of devices inc cell phones, ipads etc  Since people are on computers & mobiles daily Twitter is ideal tool for marketing
    • 27. Twitter accounts activity for top 20 countries
    • 28. Twitter , Microblogging – Growing FAST g4U kt ialM oc /S .c om B2 ter MD w it /IB : //t om tp .cht it ter :/ /tw http28
    • 29. Twitter Do’s Do create a Twitter profile that helps people verify your legitimacy Do let consumers know who they are talking to (a real person, not a bot) Do protect consumer information Do provide customer care and feedback Do include your social media affiliations on your corporate Web site Do see what other businesses are doing on Twitter Do use Twitter search engines for keyword searches around brands, products Do follow Twitterers with similar interest to establish a brand presence with conversation Do use Twitter to start a conversation – ask your followers to come up with new ideas or ask what they’re doing now Do learn about customer needs – what other things are customers interested in? Do advertise an event or promotion Do ask questions and get feedback from your followers27
    • 30. Twitter Don’ts Don’t use Twitter to push ads or brand messaging. Don’t just Tweet but also follow others to join in or start a conversation. Don’t use Twitter to tell your everyday tasks; make sure your Tweets are valuable. Don’t Tweet anything about clients, co-workers or others that you would not want them to see.30
    • 31. Twitter Terminology@ -- how you refer to another Twitter user. For example, @SocialMktg4Umeans youre either sending a tweet or talking about a tweet from“SocialMktg4U”Replies and mentions both contain the @ symbol.Direct message (DM) is like a private message, replies are public.You can only send a direct message to someone who is following you.To send a DM, start your tweet with "DM @username."Hashtags - keywords provide additional context to your tweets andmake them easier for others to find. To create a hashtag, prefix a wordwith the hash symbol: #. You can track tags on Twitter Search.Retweeting on Twitter involves copying an original message, pasting it ina new Twitter message, then adding "RT @username" before themessage to denote whom you received the original tweet from.
    • 32. Blogs allows us to tap Why Blogging Matters ! into the power of people:1. It brings ideas out to the public. “behind the eyes and2. It provides a forum for communicating. between the ears”3. It showcases new ideas.4. It presents different perspectives.5. It allows for disintermediation traditional media (if something written about you was wrong, set the record straight).6. It allows people to find you through search and search engines love blogs.7. It empowers people to respond.8. It allows for communication with very niche segments.9. It allows you to spark conversation.10. It encourages collaboration with community to solve problems.11. It helps to create your brand and get your message out.32
    • 33. Blogs – Why Marketers Blog Establish authority Converse with customer base Search related benefits Instant feedback, reciprocity and commitment Easy syndication with RSS33
    • 34. Blog - integrate on all Social Media Channels34
    • 35. Blogs (Web log) - Term First Used in 1997 Easy to publish website that serves as a platform to share specialized knowledge or a unique perspective  Allows individuals (or groups) to directly and easily share ideas with others online. A conversation catalyst, not just a publishing medium.  Ability of readers to comment encourages discussion, debate and sense of extended community.  Results in active interlinking among blogs
    • 36. TweetDeck /HootSuite – Schedule36
    • 37. How do you measure, manage the impact of socialmedia ? No of Hits Do Not Matter in Social Media marketing world Hits , tweets do NOT directly impact pipeline Can not measure ROI The Holy Grail is ENGAGEMENT We want some evidence that the people you’re reaching are at least alive and somewhat interested in brand/product. If they clicked on something, bought something, downloaded something, retweeted something, or said they liked us, then we have some sign of life out there..”37
    • 38. “OSTAC” Model for Social Media Marketing Best Practices & Tactics  Objectives (SMART) :- Have clear objectives e.g. 1000 registrations for upcoming webcast , downloads etc  Strategy – How are you going to achieve this ?  Segmentation -  Who are you going to target ? Job roles /titles  What is the hook ? Message e.g Cost Savings  Tactics – Plan Channels /Dates etc  e.g. Twitter , LinkedIn, Facebook, Web Marketing , emails etc  Actions  e.g. Add discussion, emails etc on LinkedIn Groups - Date  Control Measurement & Tracking week 1 - 100 registrations etc38
    • 39. Strategy (STP) • Segmentation - Existing Customers (Market Penetration & Development Strategies ) • Targeting - Roles/Titles (IT Architects, Managers, etc ) • Positioning - Understand minds of customers (based on needs & wants ) It is well known in marketing that the cost of maintaining existing customers is far below the cost of finding new ones – it costs 6-9 times more to win a new customer (Davidow, 1986). A well-known Harvard Business Review study (Hallowell, 1996), demonstrated that increasing customer retention by 5% could enhance profitability by 100%.39
    • 40. Benefits of Social Media Networking Facilitates two way communication and content sharing Can become productive component of career development Can enhance your companys online visibility, Strengthen relationships with clients, partners, suppliers et al Minimal upfront cash required FAST Access to information, resources and people
    • 41. Cons of Social Media Can be time consuming Can be additive – need self discipline and strong time schedule Need to learn new skills and follow social computing guidelines Don’t participate in for its own sake, or just because everyone else has. Be selective about social media platforms – tailor to your own business and personal goals.
    • 42. Slideshare – The IBM Network http://www.slideshare.net/IBM
    • 43. ht tp :// w w w .y ou tu be .c om /u se r /IB M World of DB2 for z/OS on YouTube DB 2f or z O S
    • 44. BEST PRACTICES
    • 45. Social Media Risks
    • 46. Summary What are Best Practices & Tactics to Use Understand Customer Needs & Wants Create tactics & deliverables that address customer needs & wants Use Multiple Social Networking Sites & Communities No need to re-invent the wheel - leverage existing groups, communities Don’t forget traditional marketing tactics (e.g Web Marketing, emails) Integrate social media marketing with all tactics (AIDA) Reinforce consistent message e.g “ Don’t forget to register etc “47
    • 47. Thank-You ! Surekha Parekh
    • 48. Social Media Analytics – World of DB2 for z/OS49
    • 49. 50
    • 50. IBM Social Computing Guidelines – Part 1 Know and follow IBMs Business Conduct Guidelines. IBMers are personally responsible for the content they publish on-line, whether in a blog, social computing site or any other form of user- generated media. Be mindful that what you publish will be public for a long time—protect your privacy and take care to understand a sites terms of service. Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters, such as IBM products or services. You must make it clear that you are speaking for yourself and not on behalf of IBM. If you publish content online relevant to IBM in your personal capacity use a disclaimer such as this: "The postings on this site are my own and dont necessarily represent IBMs positions, strategies or opinions." Respect copyright, fair use and financial disclosure laws. Dont provide IBMs or anothers confidential or other proprietary information and never discuss IBM business performance or other sensitive matters publicly.
    • 51. IBM Social Computing Guidelines – Part 2 Dont cite or reference clients, partners or suppliers without their approval. When you do make a reference, link back to the source. Dont publish anything that might allow inferences to be drawn which could embarrass or damage a client. Respect your audience. Dont use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBMs workplace. You should also show proper consideration for others privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion. Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients. Dont pick fights, be the first to correct your own mistakes. Try to add value. Provide worthwhile information and perspective. IBMs brand is best represented by its people and what you publish may reflect on IBMs brand. Do not use IBM logos or trademarks unless approved to do so.
    • 52. IBM Social Computing Guidelines – Part 3 The “Guidelines” contain much more detail…  “In the spring of 2005, IBMers used a wiki to create a set of guidelines for all IBMers who wanted to blog.” And that we will share….. IBM Social Computing Guidelines  for Blogs, wikis, social networks, virtual worlds and social media are available at: http://www.ibm.com/blogs/zz/en/guidelines.html
    • 53. Results over 5000 registrations – 6-8 weeks ! DB2 10 Book  Over 500 books shipped 4-6 weeks Newsletter – 30,000 + subscribers Webcast  DB2 10 launch webcast - 1499 regs  Why is DB2 better than Oracle RAC 800+  Upgrading to DB2 9 or 10 approx 900 + Whitepapers Downloads -1500+ 4-6 weeks  Business Value of DB2 10 – Julian Stuhler  A Matter of Time: Temporal Data Management  Why DB2 for z/OS is BETTER than Oracle RAC ?