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Telco Social Media Presentation in Seattle at OPASTCO Meeting

Telco Social Media Presentation in Seattle at OPASTCO Meeting

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  • Thanks Tom,

    Very nice presentation. I will highly recommend every one to watch it and even though share. Through your presentation you have present very informative knowledge about the social media.
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  • Rick ------------------- Speaker Notes: Intro speakers/quick bio (refer to last page of eBook for info) -------------------
  • Tom ------------------- Speaker Notes: -------------------
  • Tom ------------------- Speaker Notes: -------------------
  • Tom ------------------- Speaker Notes: What is social media? Social media describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. Source: http://www.webpronews.com/blogtalk/2007/06/29/the-definition-of-social-media -------------------
  • Tom ------------------- Speaker Notes: 48% of Americans over the age of 11 now have profiles on at least one social networking Web site Source: http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh -------------------
  • Tom ------------------- Speaker Notes: -------------------
  • Tom ------------------- Speaker Notes: Mass advertising (TV, radio, newspapers) is expensive and is not targeted to specific audiences. Consumers largely ignore these messages. Telemarketing, direct mail and email are perhaps less expensive, but are intrusive. Phones go unanswered, mail pieces go into the recycle bin, and email gets deleted. -------------------
  • Tom ------------------- Speaker Notes: There are two basic way to drive inbound traffic: search and social media. Today, we’ll focus on the ways that independent telcos need to connect with customers and potential customers in social media to continue to grow their businesses. -------------------
  • Tom ------------------- Speaker Notes: Whether you know it or not, your customers are involved in social media and that does influence their perceptions. These statistics show that Internet users are involved, but perhaps the most interesting stat is that 36% of Internet users think more positively about companies that have blogs. And that’s just one example - think about their perceptions of companies that are involved in other social media channels. Source: Universal McCann Wave3 Research -------------------
  • Tom ------------------- Speaker Notes: Many business, including independent telcos, are finding that inbound marketing tactics are becoming more effective at driving traffic to their web sites, generating inbound calls and ultimately adding customers. Inbound marketing tactics, such as social media and blogs, are less expensive than traditional broadcast and outbound tactics. This chart illustrates the marketing tactics that businesses expect to generate leads. You can see that most businesses expect outbound tactics, such as direct mail and telemarketing would be a source for only a small percentage of leads in both 2009 and 2010. However, social media marketing is expected to generate 60% of leads in 2010. -------------------
  • Rick ------------------- Speaker Notes: -------------------
  • Rick ------------------- Speaker Notes: Social media marketing is about selling. It’s about building relationships that persuade prospects to buy from you as a result of the relationship. Don’t abuse it by simply spewing ads - that’s a quick way to get ignored…or worse. Source: Dan Forootan, Maximize Your Digital-Marketing Mix: 10 Ways to Integrate Social, Mobile, and Email -------------------
  • Rick ------------------- Speaker Notes: Engaging in social networks in the right way can help you attract and retain customers. “ ...social-networking websites give customers the ability to research companies more thoroughly, read peer reviews, and develop a comprehensive business profile before they ever make a purchase. For both parties, social networking offers a means to foster trust and long-term loyalty.” Source: Dan Forootan, Maximize Your Digital-Marketing Mix: 10 Ways to Integrate Social, Mobile, and Email -------------------
  • Rick ------------------- Speaker Notes: How can social media marketing help telcos grow? Adding social media marketing to your existing marketing programs can help you grow by acquiring new customers and retaining the ones you already have. Moreover, you can enable your existing customers to become evangelists for your brand and they will bring you referrals. “ The number-one advantage of social media marketing (by a long shot) is generating exposure for the business, indicated by 85% of all marketers, followed by increasing traffic (63%) and building new business partnerships (56%).” Next we’ll talk about some of the more popular social media channels that you can use to grow your business. Source: Michael Stelzner, Social Media Marketing Report 2010 -------------------
  • Rick ------------------- Speaker Notes: Does social media marketing work? Yes. This Hubspot chart shows the percentage of customers that were acquired through a social media marketing channel, such as a corporate blog, Facebook, Twitter, or LinkedIn. The orange bars represent consumer accounts, but the blue bars indicate that social media marketing can also help businesses acquire commercial accounts. -------------------
  • Rick ------------------- Speaker Notes: Hubspot says small businesses that blog have 434% more pages indexed than their non-blogging competitors, have 97% more inbound links and get 55% more visitors Source: http://bit.ly/XDkQV “ Blogging and microblogging further nurture that relationship, providing a vehicle for companies to tout their expertise, promote newproducts, share news, and stay connected without being pushy. Blog comments offer real-time feedback and encourage a worthwhile dialogue, helping businesses better understand their customers' needs. Blogs and microblogs increase brand visibility, and they improve search-engine rankings and word-of-mouth marketing.” Source: Dan Forootan, Maximize Your Digital-Marketing Mix: 10 Ways to Integrate Social, Mobile, and Email -------------------
  • Rick ------------------- Speaker Notes: “ According to Nielsen NetView, YouTube had more than 112 million unique visitors who streamed video more than 6.6 billion times in January, making YouTube the top online video brand and the fifth most-visited US website overall. And according to Forrester Research, ‘any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index.’” Source: Larry Kim, Eight Tips for Optimizing YouTube Videos, http://www.marketingprofs.com/articles/2010/3566/eight-tips-for-optimizing-youtube-videos -------------------
  • Rick ------------------- Speaker Notes: Despite recent issues about Privacy settings, 50% of Facebook users log onto the service every day. The average user is connected to 60 Pages, Events and Groups. Nearly 25 billion pieces of content are shared each month - some of that could be yours, if it’s valuable enough to your target audience. Source: http://www.facebook.com/press/info.php?statistics ------------------- An interesting aside…. “ A Facebook fan is worth about $136, according to a survey of the site's users by Syncapse. A company's fans spend more, are more likely to be loyal and will recommend the brand to their friends, according to the firm's research.” Source: http://gigaom.com/2010/06/11/how-much-is-a-facebook-fan-really-worth/
  • Rick ------------------- Speaker Notes: “ According to the MarketingProfs survey, Twitter ranks behind only blogs as the social media tool that delivers the most value. On a five-point scale, 41 percent of respondents said Twitter delivers “great value” to their company. Respondents were also asked for what business purpose is their company currently using Twitter. They were allowed to pick all that apply. Branding and awareness came out on top (84 percent of the time), followed by networking (78 percent) and community-building (77 percent). Brand-reputation management was fourth with 51 percent, followed by customer service (44 percent) and prospecting (30 percent). Selling was seventh at just over 20 percent.” Source: Marketing Profs, Twitter Success Stories -------------------
  • Rick ------------------- Speaker Notes: -------------------
  • Speaker Notes: http://www.linkedin.com/companies/50350 ------------------- Do we want to cover this one? We could cut it to save time since it’s more B2B-focused. Though we could use it to mention the possibility of recruiting employees via social networks, but there are compliance caveats.
  • Rick ------------------- Speaker Notes: http://www.youtube.com/cityofsanbruno -------------------
  • Rick ------------------- Speaker Notes: http://twitter.com/comcastcares “ Comcast sought a way to better engage with customers and get their questions answered on a wide range of topics, from billing issues to cable service outages. However, providing live customer service representatives can be expensive for any business. Another challenge was brand reputation management issues, including some irate customers who created unflattering websites regarding Comcast’s service. In early 2008, Comcast promoted Frank Eliason to director of Digital Care. Eliason’s customer service goals were simple: to listen to customers, and meet them where they already were. That led him to Twitter. Eliason created the Twitter address @ComcastCares and began interacting with customers in messages of 140 characters or less. After an initial learning curve, Eliason would regularly scour the Twitter landscape looking to help customers in any way that he could, whether it was checking on a service outage or helping track down the answer to a billing problem. Many times, he could solve the issue in 140 characters; other times, he would provide an email address or even open a ticket for a customer. Also, he made time to simply tweet, “Hi, this is Frank from Comcast. How can I help?” and leave the next step up to the customer. Word quickly spread that Frank was an invaluable resource. The number of his Twitter followers soared to more than 18,500 as of last count.” Source: MarketingProfs, Twitter Success Stories
  • Rick ------------------- Speaker Notes: -------------------
  • Rick ------------------- Speaker Notes: Good marketing strategies are built on similar foundations - you understand the needs of your target audience, you set goals, you define the tactics you’ll use to achieve those goals and how you’ll measure success. Creating a strategy for social marketing is much the same - it’s the tactics and measurement that are different. -------------------
  • Rick ------------------- Speaker Notes: Integrate social media marketing goals with overall Marketing Plan. The left column lists common goals that telcos may have for social marketing programs. When designing goals, be sure to use the check list in the right column so that you’ll have a reasonable goal set, with the tools to measure progress. Source: MarketingProfs, A Step-by-Step Guide to a Successful Social Media Program -------------------
  • Rick ------------------- Speaker Notes: This chart shows the most commonly used social media networks and tools. You can use one, two or several of them to listen to what your customers and prospects are..or are not…saying about your business. * Research: Where is your target audience? What types of content do the prefer? Ask your customers if/how they’re using social media. Then you’ll know which of these networks you should participate in first. * Do keyword searches in each social network on your company name, city name, service/brand name or any other terms that people might use to talk about you and your service. See what people are already saying and understand what reputation, if any, you already have online. * If local business is paramount to success, use services such as Twitter, Facebook, Yelp, LinkedIn. Also monitor location-based networks such as FourSquare, Gowalla, and Loopt. * Add social tools to your email or newsletter messages - allow customers to share/forward/recommend and then see what types of content are most relevant to them * Continue listening. Sources: MarketingProfs, A Step-by-Step Guide to a Successful Social Media Program, Jay Baer, http://www.socialmediaexaminer.com/four-ways-to-find-out-if-your-customers-are-active-with-social-media/, Source: Solis, Brian. Social Media Best Practices for Business. Available http://www.openforum.com/idea-hub/topics/the-world/article/social-media-best-practices-for-business-brian-solis
  • Rick ------------------- Speaker Notes: Now that you’ve listened a bit, take a moment to set up a social media policy, or a set of guidelines that will govern your company’s - and your employees’ - participation in social media. Select the channels or networks in which you’ll participate and set up more permanent listening posts using such tools as Google Alerts, Twitter Search, Social Mention, Flowtown or Rapleaf. Then use your findings to create, optimize, publish and promote your content. Creating content that will engage your audience isn’t a quick process. “The majority of marketers (56%) are using social media for 6 hours or more each week, and nearly one in three invest 11 or more hours weekly.” Sources: MarketingProfs, A Step-by-Step Guide to a Successful Social Media Program, Michael Stelzner, Social Media Marketing Report 2010 -------------------
  • Rick ------------------- Speaker Notes: Nurture you connections in social media by participating regularly. Make sure you continue to dedicate time to cultivating your company’s reputation in social media by answering questions, offering assistance and pointing out content (both your own and others’). Convert casual connections into leads and customers by linking to special landing pages from your social media profiles. For example a link on your Facebook Fan page might lead visitors to a special promotion or event for Facebook fans on your main website. You can also drive traffic from your website to your social media profiles by adding links to “Become a Fan” or “Follow Us On Twitter” to receive special offers or information. Source: MarketingProfs, A Step-by-Step Guide to a Successful Social Media Program -------------------
  • Rick ------------------- Speaker Notes: To keep your content fresh, and to remain interesting to your target audience, you should test new types of content, messages and promotions in your social media plan. Take a baseline measurement, then try the new tactic, and measure again. This process helps you learn what is effective with, and relevant for, your audience. What should you measure? It really depends on the goals you set, but common metrics include: - # of visitors to your site, and the sites that referred them - network size (followers, fans, subscribers) - quantity and quality of discussion about your brand online - leads generated (commercial) or new accounts (residential) from social sources Source: MarketingProfs, A Step-by-Step Guide to a Successful Social Media Program -------------------
  • Rick ------------------- Speaker Notes: -------------------
  • Rick ------------------- Speaker Notes: “ While it make take ISPs in more urban areas many months to build up a following, hometown providers like BTC have the advantage of more personal relationships with their customers in real life, making it easier to connect online. Robby Thomas, Marketing Director at BTC and Administrator for the Page, put his personal connections to work by communicating with each of his friends on Facebook and asking them to become a Fan of the BTC Page. From his personal invitation, those new Fans invited others and information about the BTC Fan Page began to spread virally. ” Source: Seymour/Yuzzi, Show Your “Face” in Social Media Page available at: http://www.facebook.com/pages/Nahunta-GA/Brantley-Telephone-Company-Inc/180433417458 ------------------
  • Rick ------------------- Speaker Notes: “ Robby keeps the page going – and keeps the Fans engaged – by posting relevant content on a regular basis and participating in the conversation with BTC’s Fans. He frequently posts service announcements or helpful technology tips that are interesting to his customers and community. Robby says that BTC’s Facebook Fan Page is ‘a great extra tool for introducing new products. By learning about it on Facebook, it’s presented to the fans in a way that gives them the feeling that they’re in a sort of ‘inner circle’ that other customers may not be.’ ‘ Don’t abuse that, though”, he advises. “If fans think the page is nothing but an advertising tool, it loses its impact. The challenge is keeping it relevant.’ ” Source: Seymour/Yuzzi, Show Your “Face” in Social Media ------------------
  • Tom ------------------- Speaker Notes: “ SRT Communications, Inc., North Dakota's largest telephone cooperative, wanted to find a way to reach consumers that were difficult to reach using traditional media and to strenghten relationships with customers that didn't feel a sense of loyalty to the co-op. SRT's Facebook Page launched in October 2009 and now has 391 “fans”.” Source: Seymour/Yuzzi, Show Your “Face” in Social Media -------------------
  • Tom ------------------- Speaker Notes: “ SRT's Facebook Page is administered by Teal Myre, PR Coordinator and Hope Suckut, Graphic Designer. Teal and Hope created awareness of the Page by posting links on the SRT website, including announcements in the monthly newsletter, and by sending personal invitations from time to time. SRT also uses refer-a-friend contests to gain fans and customers. To keep customers and prospective customers returning to the SRT Facebook Page, Teal and Hope gather and post information, pictures and events on the Page quite frequently. They also post helpful tips about using SRT's services, updates on any outages, and ask for input from the fans on what they'd like to see in upcoming newsletters. In addition to getting ideas from other SRT employees, Teal notes that inspiration and ideas to content, contests and programs the will engage SRT's fans can come from anywhere. She keeps an eye on other telecommunications companies for ideas, but also looks outside the industry to other social media leaders like Coke and Starbucks.” Source: Seymour/Yuzzi, Show Your “Face” in Social Media -------------------
  • Tom ------------------- Speaker Notes: “ Back in 2008, before Facebook became all the rage in mainstream social media, SRT was the first telco in North Dakota (and among the first telcos in the nation) to launch a YouTube channel. The channel was formed to support a campaign called “SRT for Life”, in which the company selected six local winners to serve as spokespeople for SRT products by sharing their real-life experiences. In February 2010, SRT re-launched it's YouTube presence and now uses the SRT Guys channel to host how-to-videos, product demonstrations and promotional videos. Some of the video content is professionally produced by SRT's ad agency or local media, while the remainder is produced in-house.” Source: Seymour/Yuzzi, Show Your “Face” in Social Media -------------------
  • Tom ------------------- Speaker Notes: “ At least 67% of marketers plan on increasing their use of blogs, Facebook, video/YouTube, Twitter and LinkedIn. 81% of marketers plan to increase their use of blogs. 80.1% of B2C plan on increasing Facebook efforts. A significant 73% of marketers plan on increasing their YouTube and/or video marketing. B2C are more likely to employ video (75.6%) than B2B (70.8%). 71% plan on increasing their use of Twitter to further their marketing objectives.B2B are significantly more likely to plan on increasing their use LinkedIn (72.1% of B2B versus 59.1% of B2C).” Will your company be involved? If we took an informal survey today, would you be among the marketers that understand the potential impacts of social media marketing on your ability to grow? Would you be counted among the 80% that plan to get involved and/or devote more time and resources to social media marketing? Source: Michael Stelzner, Social Media Marketing Report 2010 -------------------
  • ------------------- Speaker Notes: Please remember that you can download these slides (on the OPASTCO web site?) on SlideShare.com. You can also download our eBook, Show Your “Face” in Social Media, at ____INSERT URL___ to learn more about creating a Facebook Page for your business. ------------------- Need to post final version of this slidedeck on Slide Share, add URL for the eBook to this slide

OPASTCO Social Media Presentation OPASTCO Social Media Presentation Presentation Transcript

  • Agenda• What is it?• How does social media affect telcos?• Will it help you get - and keep - customers?• What goes into a social media strategy?• Who else is doing it?
  • What is social media?
  • Social Media = Cocktail Party• People-centric• No time or space constraints• Engage in public & private conversations• Share content – Profiles – Experiences
  • Social Media Adoption• How long did it take to reach 50 million users? – Telephone: 74 years – Radio: 38 years – Personal Computer: 16 years – Internet: 2 Years – Blog: 1 year
  • Everybody’s New at This
  • Usage Among Small Businesses
  • What’s in it for my business?
  • How does social media affect telcos?
  • Outbound Marketing is Broken
  • Inbound Marketing Strategies
  • Do consumers use social media?• 57% join social networks• 39% subscribe to RSS feeds• 83% have viewed a video online• 73% read a blog
  • Expected Sources of Leads
  • What is social media marketing?
  • Social Media Marketing is NOT... ... a silver bullet ... about selling ... free ... to be out-sourced
  • Social Media Marketing IS...... integrated with overall marketing strategy... based on content and conversation... focused on providing service... intended to build relationships & encourage sharing
  • Growth Through Social Media
  • Customer Acquisition by Channel
  • Blogs• Easy to update• Indexed quickly by search engines• Attract inbound links• Build email & RSS subscribers Resources: • Blogger.com • Wordpress.com • Wordpress.org
  • YouTube• Video demos• Vlogs• Interviews• News• Brand Messages• Share and comment Resources: on videos • Flip.com • Screencast.com • Google.com/support/ youtube/
  • Facebook• Start conversations• Generate feedback• Status updates• Photos• Videos• Links Resources: • Facebook.com/ Advertising
  • Twitter• 140-character Microblog• Tweet specials & updates• Customer service Resources: • Twitter.com/Twitter101 • Tweetdeck • Hootsuite.com • WeFollow.com
  • Who’s using social media?
  • ShenTel on LinkedIn
  • San Bruno Cable TV on YouTube
  • Comcast on Twitter
  • How did they do it?
  • Social Media Marketing Strategies• Components – Purpose & Goals – Listen – Engage – Influence – Measure
  • Purpose & Goals• Increase awareness • SMART Goals – Brand – Specific – Product – Measurable• Attract customers – Attainable• Increase customer – Realistic satisfaction – Timely• Build community
  • Listen
  • Engage• Set Social Media • Get Found Policy – Optimize• Select channels – Publish• Define time & – Promote responsibilities
  • Influence• Nurture Connections • Convert• Conversations – Landing pages – Subscriptions – Offers
  • Measure• Test • Tools• Measure – Google Analytics• – YouTube Insights Analyze – Facebook Insights• Repeat – bit.ly
  • Show Your “Face” in Social Media: Case Studies
  • Brantley Telephone Company• Rural south Georgia ILEC• Goals: – Reinforce relationships – Drive web traffic
  • Brantley Telephone Company
  • SRT Communications
  • Facebook Page
  • YouTube Channel
  • What’s Next?• Of the marketers surveyed for the 2010 Social Media Marketing Report: – 80% plan to increase use of Facebook – 81% plan to increase use of blogs – 73% plan to increase use of YouTube – 71% plan to increase use of Twitter
  • We welcome your questions.
  • Contact UsTom Seymour Rick Yuzzi Board of Directors VP - Marketing SRT Communications ZCorum (701) 858-3307 (678) 507-5000 seymour@srt.com ricky@zcorum.com